Retail Shoppers, What Frustrates You Most About the Physical Store? - eMarketer

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Retail Shoppers, What Frustrates You Most About the Physical Store?

Answer: Where do I begin?

January 25, 2017

If you ask consumers worldwide what frustrates them most with retail stores, there isn't really one central thing that aggravates them above all else—aside from the difficulty of comparing products in-store (which 71% said was the worst).

Frustrations with Physical Retail Stores According to Internet Users Worldwide*, Nov 2016 (% of respondents)

Instead, they are irritated by a combination of things. And the litany of complaints isn't short.

Two-thirds of respondents surveyed by Capgemini, a provider of consulting, technology and outsourcing services, said they were frustrated with the long lines they faced at checkout counters.

Some 65% said they were frustrated that physical retail stores didn't personalize discounts or promotions. Another 65% said they were annoyed that they could not locate products. Almost as many said they didn't appreciate the lack of in-store help from associates.

Shoppers expect a lot from physical retail stores—and more and more those frustrations seem to be influenced by service they take for granted online. According to the same Capgemini survey, three-quarters of internet users said they expect retail stores to have the ability for them to check product availability before they visit that store. And nearly as many respondents said they expect physical retail stores to offer same-day delivery of products purchased in-store.

And that's not all.

Sixty-six percent want stores to offer loyalty points for spending time in-store and visiting that retail store again. Others (68%) want physical stores to offer lower prices with a store membership—like Amazon Prime offers online. And they want more on offer than just shopping: 57% want the store to offer additional activities.

—Rimma Kats

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