Research published at the World Retail Conference in Berlin has shown that merchants need to find ways to appeal to consumers in a world where multiple channels are becoming increasingly popular.
The study, undertaken in the UK and US by Leo Burnett, concluded that retail stores are still viewed as central to the sector, but it is vital that they remain 'relevant'.
"Writing the obituary of the retail store is premature," said Alan Treadgold, head of retail strategy at Leo Burnett. "However, retailers need a new mindset to engage shoppers."
Among the results of the research was the statistic that six out of 10 shoppers believe that traditional shops provided a 'somewhat or dramatically' better experience than shopping online.
However, 34 per cent view the experiences as equal - and, as these individuals are 'open to persuasion', it is important that stores seek their approval.
It is believed that technology should be used to improve customer engagement.
