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The Omnichannel Shopping Experience: Why Physical Stores Matter Still
Despite the rapid rise of online shopping, a recent Criteo Shopper Survey reveals that 78% of shoppers prefer the tactile experience of physical stores when it comes to research and purchase decisions. Conducted with over 7,000 participants from major global markets, including the U.S. and Japan, this finding underscores the enduring importance of brick-and-mortar locations in an increasingly digital world.
Sherry Smith, executive managing director at Criteo, emphasizes that consumers are evolving in how they shop and interact with brands. They often conduct online research before stepping into stores, indicating that marketers must create seamless experiences linking digital and physical channels. She advocates for consistent messaging across platforms, a strategy that reflects the fluid shopping habits of modern consumers.
Spending Trends and Consumer Optimism
Interestingly, even amid economic uncertainties, 42% of U.S. shoppers plan to increase their spending in 2025, while only a quarter expects to spend less. This optimism is critical for businesses as it offers opportunities for growth, especially if marketers adapt their strategies to focus on personalization. A notable 31% of shoppers are open to switching brands, presenting potential market share for agile companies.
Sustainability: A Driving Force
Today's consumers prioritize sustainability and transparency, with 85% wanting brands to clarify the origins of their products. This presents an opportunity for companies to win trust by demonstrating their commitment to environmental causes and ethical sourcing.
AI's Growing Role in Retail
Artificial intelligence (AI) is increasingly seen as a game changer in the shopping experience, with 51% of consumers believing it will significantly influence their decisions in 2025. Marketers should implement AI-powered tools to enhance personalization and engagement, as many shoppers are receptive to recommendations based on their shopping history. AI's potential to provide tailored offers can help businesses keep pace with changing consumer expectations.
Conclusion: Bridging the Gap
To effectively meet the complexities of today’s omnichannel retail landscape, brands must integrate insights gained through AI and omnichannel strategies. This involves understanding how to engage customers meaningfully across both physical and digital touchpoints, ultimately fostering loyalty and driving sales.
Marketers, especially those in the automotive sector, should harness the insights from this survey to adjust their strategies, appealing to not just the digital-first shoppers, but also those who value the in-store experiences. As Criteo's Smith succinctly puts it, the prioritization of all channels is crucial as consumers navigate their shopping journeys.
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