Growing disparity between online and retail stores, says Displaydata
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The rise of omni-channel retail has led to greater expectations for the in-store shopping experience amongst UK consumers.
This is according to research from Displaydata, which surveyed over 2,000 consumers and found that 76% shoppers now research online before visiting a store, but it found a growing disparity between online and physical retail stores.
According to the report, consistent pricing was a key demand for consumers, despite this 46% of shoppers thinking that retailers offer different prices online and offline, and almost half (48%) feel that promotions offered online are not available in-store.
Shoppers now also expect higher levels of information and service in-store, with 42% considering store staff to be poorly informed. Over a quarter (28%) said that a lack of stock availability is a key issue when shopping in-store compared to online.
Andrew Dark, CEO of Displaydata, said: “The changes in shopper behaviour are blurring the lines between digital and physical experiences, redefining the store’s role within the omni-channel shopping experience.”