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Consumers have more positive experience when shopping online – NielsenIQ


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Consumers are more satisfied with their experience when shopping online than in-store, according to data from NielsenIQ.


More than half (53%) of consumers said they have felt positive about their experience in e-commerce stores since the COVID-19 pandemic began. Just 18% have felt positive about their in-store experience.


Instead, 42% have felt negatively about their experience in physical stores compared to just 9% for e-commerce.


E-commerce has the largest lead over in-store retail among ‘newly constrained’ consumers, those who have a worsening financial situation and are consciously watching what they now spend. Over half (54%) of this group report a positive experience shopping online, but just 16% say the same for in-store retail.


‘Insulated cautious’ consumers are most positive about both in-store and online retail. This group covers those who have had a limited impact on their financial situation but are watching what they spend more than before – a quarter (26%) have felt positive about their in-store shopping experience and 63% have felt positive about their e-commerce experience.


As e-commerce has grown rapidly, in-store retail needs to have a purpose beyond shopping in order to connect with customers. Using the physical space for social content and experiences could be one successful strategy. Linking this with an online selling strategy is also fundamental, as the two are not separate.


As a result, marketers will need to ensure brand consistency across their multiple selling channels. Rethinking the role of brand-building in digital commerce will also be a key challenge.

Credit: WARC

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