Report: Physical stores and technology have strong appeal for ‘omnishopper’

NEW YORK — While the use of technology in shopping is almost universal, brick-and-mortar stands strong, with the “omnishopper” choosing physical stores for better customer service and a faster, more social buying experience.



That’s one of the key findings of a report released on Wednesday by MasterCard, which notes that the continued appeal of physical retail might be a contributor to e-commerce’s relatively flat growth as a share of total retail sales (7.5% globally).



Eight out of 10 global shoppers’ purchase decisions are now informed by a digital device, with consumers saying they are smarter shoppers and getting more value than before. While in-store sales still account for more than nine-tenths of all retail spending, the result is a more focused in-store shopper buying from a narrower list of unique stores than in years past, the report finds.



Getting smart about smart shoppers is paramount to a retailer’s success, yet shoppers consistently report they’re frustrated that retailers don’t get it,” says Mathieu Loury, senior VP of Merchant Solutions for MasterCard Advisors, the professional services arm of MasterCard.



The study, “MasterCard Retail CMO’s Guide to the Omnishopper,” combines survey data from thousands of shoppers around the globe with transaction-based insights from MasterCard. Key findings include:

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  Consumers Want Specific Inventory, and a Seamless Experience Accessing It: Today’s shoppers know what they want. The top frustration – cited by 73% of respondents – is items not being in stock, underscoring the importance of inventory management for retailers.


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  Consumers Feel Smarter and Get More Value: Fully 80% of global consumers claim to be getting more value, both in-store and online.

Merchants Are Primed for Omnishoppers’ Loyalty: Despite having nearly endless choices a click away, only 26% of shoppers like to try new merchants. This can pose a challenge for retailers trying to attract new customers. Just 20% say technology has led them to consider a new retailer.