Retailers predict rise of in-store shopping experience to counter ecommerce

Retailers expect that the mobile share of retail revenue will grow 10% by 2020, according to a survey of 400 industry executives by researcher PSFK. Brick-and-mortar retail will lose a 10% share of sales, while desktop internet will see a 7% decline in that period.

  • About two-thirds (61%) of respondents said shoppers will value experiences over direct commerce
  • 59% said consumers will exchange their personal data for personalized services and product offerings. As a result, 68% of retailers will be investing in data tracking, collection and management and 55% for in-store experiences by 2020.
  • As mobile devices replace cashiers, retailers are expected to focus on creating in-store experiences that build on the shift to smartphones, challenging pure-play ecommerce outfits like Amazon.

Today’s highly connected shopper doesn’t think in terms of physical, online or mobile. They simply want to shop with their preferred store or brand how and when they want and enjoy the best experience possible when they do.

Scott Lachut, President of Research and Strategy, PSFK

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