1、 IPSOS VIEWSTHE MORPHING STORE Bricks and mortar evolution in a convergent commerce worldAUTHORSAlison ChaltasNorrelle GoldringHelen WilsonAllyson LeavyNovember 2022 REPORTS OF THE DEATH OF THE PHYSICAL STORE ARE GREATLY EXAGGERATED Whilst the pandemic opened the digital commerce floodgates,there ha

2、s been a return to physical store shopping as the pandemic eases.Recent Ipsos data indicates that shoppers are spending a significant portion of their shopping time between 39%and 73%depending on the category shopping(browsing,researching,buying)in physical stores.Between 29%and 77%of the purchases

3、were subsequently made in the physical store.This has actually increased between January and September 2022.In this paper we discuss the evolving roles and formats of the physical store,from operational to convenience to experiential;imperatives for their continuing survival and success,and the impl

4、ications for customer experience,channel measurement,and shopper marketing among other disciplines.Figure 1 Time spent shopping in-store by category vs making a purchase in-storeSource:Ipsos Essentials Wave 64 September 2022.Base n=10,017 across 15 countries.Q.Thinking about the total amount of time

5、 that you spent shopping(including browsing,researching,and buying)for each of the following over the past two weeks,what percentage of that time did you spend shopping in a physical store?Q.You mentioned that you bought the following categories in the past two weeks.Thinking about the most recent t

6、ime that you bought each of the following,where did you make the actual purchase?(in-store)%of time spent shopping in-store,by category%making purchase in-store,by categoryFood,groceryAlcoholic beveragesHousehold cleaningPersonal care,beautyHome furnishings&improvementsApparel&accessoriesEntertainme