Retail Stores Preferred by Consumers, Just Need ‘Digital Update’

Retail Stores Preferred by Consumers, Just Need 'Digital Update'
Arthur Zaczkiewicz
Consumers like shopping in a physical store — in fact, they prefer it to manage returns as well as to have a tactile experience with a product, according to new research from fintech company Adyen. Moreover, the research revealed that consumer expectations are not being met. And if they were met, shoppers would spend more money. Adyen partnered with Morar Consulting to survey 2,000 consumers between 18 and 55. Of those polled, 63 percent said they will "shop more, overall, in store and online, if preferred shopping experience is implemented." The "preferred experiences" include checkout processes and interactions with sales associates as well as loyalty programs. Roelant Prins, chief commercial officer at Adyen, said, "There are things that people enjoy about shopping in stores, and brick-and-mortar retail isn't going anywhere." "There are also things that people enjoy about shopping online though, and it's not as simple as just taking what works online and applying it to the physical world," Prins explained. "It's about creating a unified experience, where the best parts of online are merged with the best parts of in-store to give shoppers exactly what they're looking for." Prins said a goal of his firm is to help retailers and brands create a "unified commerce"

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