Consumer Behavior

UK shoppers missing the in-store retail experience

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February 2, 2021

When it comes to in-store retail activity, a majority, 74%, of U.K. shoppers, are missing the physical brick-and-mortar customer experience.

That's the prime finding of an Emarsys research report that polled over 1,000 U.K. consumers. The statistic bodes well for U.K. retailers that have struggled since the pandemic hit over a year ago, according to a press release on the research.

The news comes after a store closure announcement by High Street retailer Debenhams. The data also revealed 30% of U.K. consumers want to physically touch and try on items in a store.

Consumers have also been left frustrated with online shopping experiences during lockdown, with one in five accidentally buying items they don't like, or don't want, because they couldn't see them in person.

"With Debenham's set to close 188 stores and Topshop likely to follow suit, there's been a lot of commentary flying around about the 'death' of the U.K.'s high streets. While Covid-19 has clearly taken its toll on Britain's retailers, I don't think we need to be quite so pessimistic," Payal Hindocha, Emarsys retail analyst, said in the release.

"As our research shows, consumers are still crying out for in-store shopping experiences, with many planning to return to Britain's high streets when lockdown ends. At the same time, traditionally online brands like Amazon, Shein and Gymshark are also bucking the trend, investing in physical stores as part of their commitment to great customer experiences. While e-commerce is clearly the future, savvy brands should continue to invest in Britain's high streets. Post lockdown, consumers will continue to demand a 'best of both worlds' approach, with those retailers that offer an omnichannel experience being in the highest demand," said Hindocha.