Here’s what consumers want from stores

A new survey sheds light on the types of technologies and experiences brick-and-mortar shoppers are looking for.

The study from Jumpmind and RSR Research, "Why the Retail Store Won’t Survive as a Tech-Free Zone," surveyed more than 100 U.S.-based retailers and more than 1,100 U.S. shoppers about a variety of store-related issues.

Consumer findings

More than half (53%) of consumer respondents said that it's very important that the shopping experience is consistent with the brand promise, but only 39% said their favorite retailer does this well.

In addition, close to half (46%) of surveyed consumers said it's very important that their favorite retailer makes offers based on what they actually want to buy, not what the retailer wants them to buy. But only 33% said their favorite retailer does this well.

And 43% said it's very important that their favorite retailer has a great loyalty program, with 39% saying that their favorite retailer does it well.

Almost three-quarters (73%) of consumer respondents agree that how they shop in stores has changed significantly in the past three years. When shopping in a store, 68% want to get in and out as soon as possible.

Close to nine in 10 (87%) consumer respondents want the same kind of access to product information in the store that they would get digitally, and 87% believe the store should be more fun and easier to navigate, with 93% of surveyed retailers agreeing.

Seven in 10 surveyed consumers like how retailers blend the online and store experiences together. Only 40% say they look for a similar item when they return an online order in-store, and 43% say they return the item and walk out.

[Read more: Consumers embrace some, but not all, automation]

Retailer findings

In 2022, 43% of surveyed retailers strongly agreed that "the store remains the primary strategy for the company's growth.” In 2024, 61% strongly agreed.

Almost nine-in-10 (88%) retailers respondents believe shoppers “love to browse stores,” and 69% of surveyed consumers agree. Eighty-four percent of surveyed retailers say the majority of shopping journeys begin online, but the store is where most are completed.

Six-in-10 (61%) surveyed retailers see accepting returns of online orders as a high value opportunity to upsell or cross-sell additional merchandise, while half (51%) see accepting online returns in store as a high value opportunity to build loyalty, and 50% see it as a high value opportunity to create a more seamless customer experience and drive additional foot traffic. Most agree that it's a customer expectation.

Retailer findings

In 2022, 43% of surveyed retailers strongly agreed that "the store remains the primary strategy for the company's growth.” In 2024, 61% strongly agreed.

Almost nine-in-10 (88%) retailers respondents believe shoppers “love to browse stores,” and 69% of surveyed consumers agree. Eighty-four percent of surveyed retailers say the majority of shopping journeys begin online, but the store is where most are completed.

Six-in-10 (61%) surveyed retailers see accepting returns of online orders as a high value opportunity to upsell or cross-sell additional merchandise, while half (51%) see accepting online returns in store as a high value opportunity to build loyalty, and 50% see it as a high value opportunity to create a more seamless customer experience and drive additional foot traffic. Most agree that it's a customer expectation.