About 60 per cent of shoppers said they would be ready to go further for friendlier service, while 49 per cent of respondents said they avoid establishments with insufficient inventory. Meanwhile 81 per cent prioritised in-store safety, with 5 out of 8 witnessing theft, revealed the survey conducted by x-hoppers in partnership with Sago.

Customer service plays an important role to drive shoppers to the physical stores as 23 per cent of respondents prioritise friendly service for store loyalty and same percentage of people shop in-store for this reason itself, additionally 57 per cent have stopped shopping at stores with unhelpful or inexperienced staff. Eleven per cent choose online due to a lack of in-store assistance.

Eighty-seven per cent of shoppers value the ability to touch an item in-person or purchase and take-home items immediately. Twenty-six per cent cite product availability as key to loyalty. Nearly half (49 per cent) have stopped shopping at stores with limited inventory, the survey found.

Safety is another factor that brings more shoppers to in-store as 49 per cent consider safety ‘very important’ when choosing a store. Around 62 per cent have witnessed in-store theft, with self-checkout scams, ‘dash-and-grab’ incidents and missing items being common culprits.

With in-store shopping expected to account for 80 per cent of global retail sales in 2024 and 77 per cent by 2027 (eMarketer), it's clear that retailers who remain focused on these criteria will gain a competitive advantage, x-hoppers said in a press release.

“The survey really highlights what today’s shopper values most: feeling safe, being greeted by friendly staff and finding well-stocked shelves. With so many options between online and in-store shopping, it's more important than ever for retailers to focus on these essentials to keep customers coming back. Even one small oversight can quickly turn a loyal shopper away,” said Ian Rowan, chief executive officer (CEO), x-hoppers.

Panellist and global consumer expert Kate Hardcastle, member of the order of the British empire (MBE), added, “We must humanise the situation more. It’s about building a loyal, respectful, authentic relationship with every single consumer that walks through the door. We need to appeal to the human side of consumers who aren’t going to engage in any illicit behaviour while shopping. This approach fosters trust and ensures that everyone feels valued and respected in the shopping environment.”?

The survey, conducted in September 2024, gathered responses from 2,000 adult shoppers aged 18 and older across the US and UK.

Fibre2Fashion News Desk (SG)