What: A recent survey reveals that 92% of European shoppers prefer in-store shopping due to the ability to see, touch, and try products, despite the growing trend of online research before purchasing.

Why it is important: This preference for physical stores highlights the importance of an integrated omnichannel approach for retailers, combining the tactile benefits of in-store shopping with the convenience and information available online to enhance customer experience and boost sales.

The "State of Shopping 2024" survey, conducted by ShopFully in collaboration with Offerista Group, involved 11,000 European shoppers and uncovered key trends in consumer behaviour. Despite the digital age's influence, a significant 92% of respondents still favour in-store shopping primarily because it allows them to physically interact with products. However, this does not negate the importance of digital channels; 78% of shoppers conduct online research before making in-store purchases, indicating a demand for a seamless omnichannel experience.

The survey also highlights that European consumers prioritize quality and price over brand loyalty, with only 16% consistently loyal to brands. Promotions play a crucial role in purchasing decisions for nearly 60% of respondents. Additionally, sustainability is becoming increasingly important, with over half willing to pay more for eco-friendly products.

Another trend is the popularity of click-and-collect services, which encourages additional in-store purchases. Regional differences are evident, with Italy showing a strong preference for physical stores and Germany leading in omnichannel usage. These insights emphasise the need for retailers to tailor their strategies to regional preferences and leverage both digital and physical touchpoints effectively.

European shoppers favor in-store experiences despite digital growth