As it does every year, the forecasting firm VML publishes its Future Shopper report, which is packed with valuable data on the way the general public shops. The agency has just unveiled its 2024 edition, in which we learn that while households continue to buy online, they are increasingly returning to shops.
To produce this report, VML surveyed more than 30,000 people in every region of the world.
The return of physical distribution
Thought to be outdated, physical retailing is once again winning over consumers. “Although online shopping remains a preferred experience for many, its growth has slowed, signalling a shift towards a more balanced channel landscape,” comments VML. “Physical retail is experiencing a resurgence, but must embrace innovation and immersive experiences to compete in an omnichannel world, and must address areas where it is underperforming online.”
64% of consumers say they prefer to shop with a retailer or brand that has both a physical shop and an online shop (up from 60% in 2023). What’s more, 60% say they want their physical shopping experiences to be immersive, futuristic and creative.
However, online retailing continues to do well, with 53% of global spending taking place online. VML advises brands to continue to improve the customer experience on the Web and to invest in the mobile segment. Today, 36% of Internet users do their shopping via their smartphone, but 40% of them feel that the purchasing process is not smooth.
And beware of delivery times: 31% of respondents want their order to arrive …
