The Growth Distillery, in collaboration with research partner Verve, has revealed the way consumers use and trust technology is shaping their retail behaviour, with a critical gap between online and in-store. Technographics: Retail examined three key categories – fashion, home & living, and tech & electronics – revealing that while consumers may begin online, the leap from digital research to in-store reality is where many journeys collapse, with 81% of baskets abandoned.
Key findings reveal:
- 43% of consumers now research both online and in-store before purchasing, signalling that neither channel alone provides enough confidence to close the sale.
- 60% of consumers turn in-store for reassurance, to see, touch, and test products. But the experience often falls short with 24% of shoppers still turning to their phone mid-aisle to look up the item online.
- In the home & living category, consumers are 33% more likely to struggle with store layouts, turning what should be an inspiring trip into a frustrating maze.
- In the tech & electronics category, consumers question value more than any other group, with nearly a third checking multiple stores to feel reassured on price.
Recommendations for brands:
- Connect screen to shelf: Bridge online intent with in-store execution by providing tools such as guides, digital concierges and aisle finders, to ensure pre-researched products can be located quickly.
- Fix friction by category: For home & living simplify navigation; for tech & electronics boost value reassurance at shelf; and for fashion cut choice overload with curated edits.
- Tailor to technographic profile: Tech-integrated consumers want seamless digital continuity such as stock visibility and smart personalisation while tech-sceptics crave clarity, human fallback, and reassurance.
The Growth Distillery Research Director Lianne Palo.
The Growth Distillery Research Director Lianne Palo said: “Too often, retailers lose momentum because online intent doesn’t connect with in-store reality. Shoppers invest significant time and effort bouncing between channels, questioning value and abandoning baskets. The winning brands will be those who integrate digital and physical touchpoints seamlessly, guiding customers from screen to shelf.”
The Growth Distillery is an independent research think-tank, powered by News Corp Australia. Download Technographics: Retail here.
