News

Brick-and-mortar store experience worse than washing dishes for many consumers

January 19, 2017

One third of consumers would rather wash dishes than hit a retail store and 40 percent view shopping in a brick-and-mortar retailer as a chore.

The big reason? Today's shoppers want the online experience in the store environment and are expecting a social and tactile experience, according to a new Capgemini Consulting report.

"Our latest research shows that shoppers are now seeing less value and pleasure in this core element of the physical retail experience," states the report. "A key reason for this declining value is that consumers now expect a physical user experience that replicates what they find online, from expecting goods to be in stock to being able to choose from multiple delivery options. Consumers wish to use technology to help them engage with the store at every step of the shopping journey."

The survey, which polled 6,000 consumers and 500 retail leaders, also revealed some big new competition on the horizon as 59 percent of those polled are willing to buy from big internet players that aren't big retailers as yet, including Google Express and Facebook. Over half, 57 percent, want brick-and-mortar retailers to "serve a higher function," beyond just selling product.

Capgemini describes the store of the future as one that will meld physical with digital in an integrated and strategic approach.

"Over the next decade, stores will face more change than they have experienced in the past half century as they race to meet customer expectations. Retailers should see these heightened expectations as an opportunity," states the report.