The majority of UK consumers (81 per cent) see the physical store as vital to the shopping experience and 70 per cent say they enjoy the full experience of going into stores to browse, see what’s new and buy what they like, new research has found.

The survey from Vista Retail Support revealed that 59 per cent of UK consumers said they prefer to find and buy goods in person, while only 30 per cent are ‘showroomers’ – using retail stores to try goods out before they buy online.

Six in 10 consumers prefer to use physical stores to return unwanted items, with many citing the hassle and worry of using post or courier services. Additionally, 67 per cent of respondents admitted that they often order more than they originally intended when shopping online because returns are free.

Consumers also said that exciting use of technology would entice them inside a store, with 61 per cent saying they would visit regularly to use virtual and augmented reality applications, smart mirrors and interactive gaming. Half also said they would buy more if they received recommendations and personalised offers on smart devices.

James Pepper, technical services director at Vista Retail Support, said: “It is clear that bricks-and-mortar stores are still very much the lifeblood of retail. Those who believed ‘showrooming’ was the future of the High Street may have to think again. Our survey has found that the great majority of consumers prefer to use stores for everything from browsing to buying and making returns.”

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