More than half of customers want to shop in-store: Study

New Ideas in MarketingEssential news for marketers, summarised by YouGov
November 22, 2021, 12:30 PM UTC

Emarsys Research surveyed 1,500 Australian and New Zealand consumers to understand their post-pandemic shopping preferences.

The study found that 55% of Australian and New Zealand consumers prefer to shop in-store. While 31% still plan to shop both in-store and online, 10% prefer to shop only on online channels.

When asked what consumers miss about in-person shopping, 49% reported a yearning to try things in-store, 48.5% said a desire to touch/see things up close, and 30% said pinning for the experience of being in a physical store. 17% of people also said they miss the availability of choice when shopping in-store.

Failure of free returns, unavailable items at the checkout, poor customer service experience, and inaccurate product images are major turns off for customers when shopping online. Additionally, customers want brands to offer more excellent loyalty benefits, faster click and collect offerings, and more customisation of offers in the future.

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