Physical store experience​s better than online

New research shows that over half of UK consumers rate their experiences in physical stores as better than online. Research firm, Arc UK, conducted a detailed analysis of the shopping habits of 2000 consumers, who still favoured the bricks and mortar

approach. However, whilst this will add controversy to the argument, that there is no longer any room for the traditional physical means of shopping, the results also show that consumers want more from their in store service.

Less than half of shoppers, 42 per cent, believe stores are delivering prompt service and only 30 per cent said that shops have staff who can help them decide what to buy.

Dr Alan Treadgold, Global Head of Strategy at The Leo Burnett Group, said: “The UK retail sector has taken an unprecedented hit and continues to struggle as the UK economy emerges from the shadow of recession.

“Yet our research shows that the physical store still has an important role to play in daily life and can have a promising future.

“Consumers increasingly want an engaging and entertaining shopping experience, and they also want to be able to move seamlessly between online and offline.”

The survey entitled, ‘Re-imagining the Retail Store,’ also found that consumers are more and more thinking of retailers in terms of the service they offer over the products available.

Treadgold added: “It’s critical that retailers truly understand which competitors they are being positioned against, to keep up with rising service expectations and to stand out.

“Ultimately the key is having a shopper-centric perspective, rather than a product focus.”

These results come on the back of research conducted by The Co-operative and published in The Guardian that shoppers main gripes with online purchasing is not being given a defined time slot for delivery. The Interactive Media in Retail Group, says that the IDIS (Internet Delivery is Safe) Gold accreditation could help prevent such problems. Andrew Starkey, IMRG’s Head of e-Logistics, said: “Displaying the trust mark gives shoppers confidence that the retailers they shop with can delivery on time, 1st time, every time."