Cap Gemini : Future of bricks and mortar stores in question as a third of consumers would rather ‘wash the dishes’ than shop in-store

Digital: A challenge for physical retailers

Retailers recognize the importance of in-store digitization - it's a top management priority for the majority of retail executives (78%) - however they are limited by both existing technology investments and the capabilities of in-store staff. 40 percent of retail executives say that they are still implementing technology foundations, such as in-store WiFi, while a similar number claim that store managers are not promoting in-store digital initiatives. More significantly, 43 percent say they are unable to measure the return on investment from in-store digital initiatives despite high usage. Overall, only 18 percent of retail executives were found to have implemented digital initiatives at scale and be generating significant benefits.

Mike Petevinos, Global Head of Consumer Products & Retail at Capgemini Consulting, said: 'Shoppers are increasingly disconnected with the in-store experience, and it's easy to see why. Most physical shops remain stubbornly 'offline', unable to offer the speed, flexibility and sheer ease of use that consumers take for granted on websites. Rumors of the death of the high street store may be exaggerated, but they are becoming uncomfortably close to the mark. Many retailers we spoke to admit they aren't digitizing stores quickly enough because making a business case for investment is challenging. This report makes it clear the real question retailers have to be asking themselves isn't whether they can afford to transform the in-store experience, but can they afford not to?'