September 26, 2025
(Almost) Nothing Beats an In-Store Experience
Online shopping may be convenient, but for most consumers, it still can’t replace the feeling of walking into a store. According to Chatmeter’s 2025 In-Store Specialty Retail Report, 91% of shoppers say digital channels don’t compare to the in-store experience, and 61% actively choose stores because they enjoy the visit.
That loyalty to brick-and-mortar is translating into growth, with physical retail sales jumping 3.5% in 2024. But the research also reveals a divide between what retailers are investing in and what customers actually want.
Chatmeter analysed more than 500,000 reviews across apparel, beauty, and jewellery stores, alongside a consumer survey. Customers care far less about AR mirrors and Instagrammable displays than they do about the fundamentals: inventory, staff, checkout, deals, and fitting rooms. Together, these basics drove 87% of all reviews.
Inventory, Human Staff and Exclusive Deals top the List
Shoppers say having plenty of merchandise is the number one reason to go in-store, but it’s also the biggest frustration, with nearly 40% reporting they had to ask staff to check stock in the back.
Employees are another key driver for shopping in-store. Mentions of staff appeared in 61% of reviews and grew 10% year-over-year. While most shoppers praised associates’ knowledge, inconsistency is an issue: customer service ranked second only to inventory as the biggest area for improvement.
Other strong motivators include the ability to try before buying (cited by 52% of shoppers) and exclusive in-store deals. By contrast, new tech isn’t winning hearts. Only 4% of consumers used AR or VR in a store last year, and 5% tried smart mirrors.
The one “premium” service that does matter is personalisation. Over 25% of shoppers said they’ve asked for tailored recommendations, showing that when done well, it can elevate the experience beyond the basics.
