[eMarketer] in 2022, retailers in Western Europe will adopt digital tools in physical stores to drive sales

Brick-and-mortar retailers will bank on digital technology to ease shopper friction points and drive in-store sales.

In Germany, Shopify is expanding the integrated payments features and POS tools it offers retailers to make in-store purchases easier for shoppers and to link online and offline behavior, for example.

Additionally, clothing retailer & Other Stories installed a smart vending machine for select perfume and cosmetic products in a leading Paris department store in Q3 2020. That technology, which allows shoppers to try before they buy in a socially distanced way, is set to roll out to other stores across the region.

In Germany, a combined 46% of adults ages 16 and older said they use a contactless card in-store once a week, daily, or several times a day, per Bitkom Research in May 2021.

In the UK, 48% of consumers said they either began using contactless payment methods, or used them more often, because of the pandemic, according to a June 2021 Elavon survey conducted by Ipsos MORI. In France, 40% of adults cited speed as a big advantage of contactless payments and 29% noted their simplicity, according to a September 2021 poll from OpinionWay and Fortuneo.

eMarketer says that savvy retailers will redirect some online ad spending to in-store screens that better convey brand values and capture consumers’ imaginations in an environment where making purchases is easy.

Read the full eMarketer article here

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