Mobile‑first Shoppers Make Stores Digital by Default, New Research Shows

Why It Matters

Because shoppers now arrive already connected, retailers that integrate mobile‑first services and value‑added experiences will capture higher conversion and loyalty, while those lagging risk losing relevance in a rapidly digitized retail landscape.

Key Takeaways

• 53% European shoppers use phones in store
• Mobile payments used by 33% of shoppers
• Younger shoppers prioritize self‑checkout and personalized service
• 48% visit stores to see and feel products
• Omnichannel experience now essential for retailers

Pulse Analysis

The latest European retail study confirms a fundamental shift: more than half of shoppers now carry a smartphone into the aisle, using it as an extension of the online channel. Mobile‑first behavior drives actions such as contactless payments, instant loyalty checks and on‑the‑spot price validation, blurring the line between e‑commerce and brick‑and‑mortar. This convergence forces retailers to treat the store as a digital touchpoint, redesigning layouts, signage and connectivity to support real‑time interactions that match the speed of online shopping.

Gen‑Z and millennial consumers amplify the trend by demanding more than a quick checkout. The survey shows that 24% of shoppers aged 24‑35 prefer self‑service kiosks, while 20% look for in‑store repairs, tailoring and other value‑added services. Personalized assistance and brand collaborations also rank higher among this cohort, indicating a desire for experiential retail that complements digital convenience. Retailers that embed these expectations into staff training and store design can turn routine visits into loyalty‑building moments, especially when physical interaction remains a key decision factor.

From an operational standpoint, the digital‑first mindset pressures store teams to balance speed with contextual service. Seamless integration of mobile payment platforms, real‑time inventory feeds and AI‑driven recommendations can reduce friction, while empowered associates deliver the personalized touch younger shoppers crave. Companies investing in omnichannel technology—such as unified loyalty programs and click‑and‑collect workflows—are better positioned to capture the 39% of Europeans who shop in‑store weekly and the 48% who visit for tactile product evaluation. In short, the future of physical retail hinges on marrying data‑rich digital tools with human expertise.