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A third of consumers (32%) said they would rather wash dishes than shop in a bricks and mortar store, according to a new report.

40% of shoppers regard shopping in-store as a chore as consumers grow increasingly frustrated with a high street shopping experience.

The report, published by Capgemini Digital Transformation Institute, studied 6,000 consumers and 500 retail execs and claimed that shoppers are frustrated with stores that have failed to keep pace with online and are disconnected from online stores.


The findings however, were based on global research and not just the UK. It found that 54% of retail execs admit they have been slow to digitise their physical stores.

Among the biggest consumer frustrations about stores was difficulty in comparing products, long checkout queues, irrelevant in-store promotions and difficulty finding the product they want.

The news comes as consumers look to explore new purchase paths. More than half are open to buying directly from manufacturers and 71% would consider bypassing traditional retailers.

The findings highlight that providing a premium in-store customer experience is becoming ever more important if retailers want to keep pace with online retail.

Mike Petevinos, global head of consumer products and retail at Capgemini, 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?”