More than half (53%) of European shoppers aged 18 to 75 use their mobile phones in store, reinforcing that in-store retail is now digital by default.
This finding comes from a survey of 1,000 consumers in the UK, France, and Germany conducted by Insider Trend and Fern Insights, sponsored by Jumpmind. The data shows that consumers visit the shops with their mobile phones in hand, using them instore to make mobile payments (33%), access loyalty programs (32%), search for discounts (30%), take photos (29%), and compare prices (22%).
The research found that 81% of Europeans visited a non-grocery store in the past month, and 39% shop in stores weekly. However, only 30% shop in store for enjoyment; most have practical reasons, with 48% citing the need to see and feel products before purchasing.
This underscores the need for a strong omnichannel experience. As Jack Stratten, head of trends at Insider Trends, noted: “Meeting the needs of the European digitally empowered shopper requires retailers to reimagine the role of the store in the shopping journey. Consumers enter the store already omnichannel by default – with their channel shoppers, so retailers must seize the opportunity to capitalise on this.”
Younger shoppers look beyond the transaction
Younger shoppers (aged 24 to 35) are more likely to value self-checkout (24% vs. 15% average), in-store services such as repairs and tailoring (20% vs. 11%), personalised service (14% vs. 8%), and brand collaborations or celebrity endorsements (9% vs. 4%). Lauren Cevallos, head of strategy and customer success at Jumpmind, said: “What’s interesting is the extent to which younger shoppers seek something more: personalised service, expert support, and experiences that extend beyond the transaction itself. Store visits are increasingly purposeful, blending digital behaviours with a desire for human interaction and added value.”
She added: “From a retailer perspective, that puts real pressure on store operations. Associates have to support quick, seamless transactions and more contextually driven service moments –sometimes in the same visit.”
Dissolving the boundary between digital and physical
The research demonstrates that the boundary between digital and physical retail has disappeared. European shoppers now enter stores with expectations shaped by ecommerce and expect retailers to meet these standards. As more people work from home, store visits must be purposeful. Mobile-enabled journeys, intentional visits, and increased demand for value-added services, especially among younger consumers, indicate a shift in the role of physical stores.
Retailers that can empower store teams, streamline operations, and create seamless, context‑rich experiences will be best positioned to serve this new generation of shoppers.
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