Apparel leads in mixed online & in-store shopping in US: Report

Apparel is experiencing the highest level of mixed online and in-store shopping in the US, highlighting significant shifts in consumer behaviour, according to Walmart's State of Adaptive Retail Report. As customers embrace new retail channels at varying speeds across categories, the fundamental values of price, quality, and trust remain paramount. With increasing comfort in tech-powered choices, consumers are becoming more channel agnostic. Early tech adopters and Gen Z are already shopping relatively equally across all channels for general merchandise.

The retail customers are expecting personalised and guided shopping experiences. Shoppers now demand hyper-specific recommendations, adaptable offerings, and seamless delivery. Retailers that can curate these next-gen conveniences, such as pre-filled carts with favourites, are likely to foster greater loyalty. More than half of shoppers desire tools that recommend products based on their actual space or body, while nearly half want suggestions tailored to their preferences, mood, and schedule. Additionally, 38 per cent of shoppers, including 50 per cent of Gen Z and parents, would always want a virtual personal shopper.

Shopping has transformed from a singular activity to one often done while multi-tasking. Nearly 8 in 10 shoppers have made an online purchase while focused on another task. Nearly half of Americans wish for the ability to purchase an item instantly upon seeing it, integrating shopping seamlessly with their other activities, such as using social media, as per the report.

A majority of consumers (56 per cent) have made purchases while watching TV, 21 per cent while doing daily tasks, and 55 per cent of Gen Z have shopped while browsing social media. Social media is becoming a key platform for product discovery, especially among Gen Z, who start their shopping journey on social media almost as much as on retailer apps, websites, and online searches. Furthermore, 20 per cent of Gen Z shoppers and nearly a quarter of early adopters believe shopping primarily through entertainment and social media platforms will enhance convenience and enjoyment.

There is a growing demand for online retail to mirror the in-store experience and vice versa. Shoppers want a seamless journey across all channels, combining the broad product range and convenience of online shopping with the immediacy and tangibility of in-store shopping. Key in-store experiences that shoppers want online include immediate access to items (48 per cent), the ability to touch and feel products (47 per cent), and the option to preview or try products before buying (41 per cent). Conversely, online experiences desired in-store include no checkout lines (45 per cent), 24/7 shopping availability (42 per cent), and easy search for all available inventory (28 per cent).

Tech solutions for efficiency are also highly desired, with 49 per cent of shoppers wanting a store-path mapping app and 50 per cent interested in phone-based self-checkout in-store. Many parents, over half of Gen Z, and 43 per cent of all shoppers want to buy products in-store but have them delivered directly to their homes. Nearly half of Americans prefer virtual try-ons over traditional dressing rooms, and the same proportion (49 per cent) would buy more clothes if a great virtual try-on experience were available.

Fibre2Fashion News Desk (DP)