Consumers still value physical purchases

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Consumers still want something physical amidst their digital shopping experiences, according to recent research from PYMNTS.

Nearly two years into their own digital transformations, consumers around the world have changed the way they use the physical store and the way they use their smartphones to enhance the in-store shopping experience.

More than a third of physical consumers in the countries we studied – a sample of around 65 million people – used their phone while shopping last year, in most cases to ensure that they were paying the lowest possible price.

Fifteen percent of these consumers have used their smartphones to compare prices offered by other merchants in real time, and 14% use them to find discounts such as coupons or special offers.

In the United Arab Emirates, nearly 60% of physical shoppers said they use their smartphone to facilitate in-store shopping, both to compare prices and access coupons and discounts, and to do things like check product reviews. in line. , access loyalty programs and check stock status.

Around 25 million shoppers in the six countries we surveyed (21% of all consumers) say they use physical stores as pick-up points for their online purchases, with 14% of e-commerce shoppers picking up their orders in-store and 7% pick them up at the curb.

Australian e-commerce shoppers seem to be particularly keen on this method, with 24% picking up their items in-store last year.

Meanwhile, 42% of the consumers we studied used smartphones at least once during their last purchases in 2021, either to buy products on their phone, compare prices online or use mobile wallets to pay. their purchases. This means that there has been an 18% increase between 2020 and 2021 in the number of consumers using their smartphones to facilitate their shopping experiences.

To learn more about how merchants are leveraging digital to improve customer satisfaction online and in their stores, download the Global Digital Shopping Index 2022, a collaboration between PYMNTS and cyber source.

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