The vast majority – 93 per cent – of European fashion retailers believe that experiential retail is key to securing the future of the physical store, according to new research.

The study, from data capture business Scandit, surveyed executives at 73 of the largest fashion brands in Europe and the Middle East, as well as 3,500 consumers.

The report found that a further 73 per cent of fashion brands say their tech investments over the next 12 months will be used to provide new omnichannel experiences for customers.

Some consumers in the survey said they were put off in-store shopping by long queues – 47 per cent – limited stock availability – 43 per cent , and store associates who can’t help answer their questions – 36 per cent.

“The pandemic has accelerated the rise of the savvy shopper, with the growth of online shopping, and the resounding message is clear: consumers want a connected retail experience that’s flexible and seamless at every touchpoint,” said Samuel Mueller, chief executive, Scandit.

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