Head of Technology and Healthcare at Opinium Research discusses the impact that digital commerce has had on brick-and-mortar retailing, how consumers have reacted to digital disruption and what the implications are for multi-channel retailers. Presented for the ACCA's Changing Landscape of Retail event hosted at Amazon's London HQ on 20 October 2015.

2. Online Sales
(June 2015)
Offline Sales
(June 2015)
ONS Data John Lewis Partnership
Online Sales
£1.4bn
Offline Sales
£7.6bn

3. Of Apple’s direct sales are through its 437 retail stores
Net sales per store on average in 2014

4. 68%
40%
31%
37%
28%
43%
37%
33%
19%
26%
Clothing Books Entertainment Home Furnishing Technology
In-Store Online

5. Bought clothes in-store in
the past 6 months
Bought clothes online in
the past 6 months

6. Of those who bought online did not trial the product before buying
Of those who bought in-store trialled the product first

7. Online Convenience Get good
deals
Can read
customer reviews
Gives me ideas
of what to buy
I can easily see
alternatives
In-Store Know it’s high quality I can easily see
alternatives
It’s easy to return to
store
Convenience Gives me ideas
of what to buy

8. Too many people!
Crowds and queues…
When it’s very busy and crowded.
Stupid people queuing...
All the crowds of people queuing at the checkouts.
Other people, especially the rude ones.
The crowds, the noise and being crammed into a small space.

9. 75%
63%
24% 25%
36%
44%
Browsed product range Compared products and prices
Retailer Website
(e.g. Argos)
Physical Store Online Retailer
(e.g. Amazon)

10. 18-34 35-54 55+
69%
64%
50%
44%
28%
9%14% 12%
3%
MobileLaptop Mobile App

11. Location-based
sales
I-want-to-buy
spontaneity
Always-on
information
Lead to a store visit that day
Increase in the number of near me searches online
Lead to an in-store purchase within 24 hours

12. In-store
Satisfaction
Online
Satisfaction
In-store
Satisfaction
Online
Satisfaction

13. Channel
Integration
Excellent Customer
Service
Convenience Curation
They offer a great delivery service, an excellent website,
great customer service and high quality products.
Fabulous customer service, great quality and
well-curated website.
Exceptional range, price and display.
Easy to order and pick up in store.

14. The website is amateurish and their in-store staff seem
disinterested and underpaid.
Orders are accepted and then days later you
are told it’s not in stock.
The customer service team never reply to e-mails, never
respond to queries. It made ordering stressful and over-
complicated.
The search function on the website is appalling!
Most of the product images are tiny and their
categories make no sense at all.
The website always freezes when it’s trying to process
your payment.
They force you to open a store account with them and
make it harder to order online without one.

15. e-Commerce and m-Commerce have complimented, not conquered
Brick-and-mortar stores are central to our product selection process
As our daily lives transition more to a mobile and always-on environment
Digital channels live and die by the same rules as the high-street