Download the full EU retail report here: www.adyen.com/retailreport2018

1. Retail
The age of experience
Based on a 2018 European survey

2. 2018 Survey
5000 European consumers
500 European B2C retailers

3. New shoppers
demand new
experiences

4. Convenience
Fast, easy and frictionless
Context
Personalized to me
Control
Interact on my terms
Experience is built on

5. Context
48%would increase spend
at a store that offered
a personalised
experience
Convenience
63%would shop at a
specific location if it
was more convenient
(e.g. no waiting in line)
Control
57%want to reserve items
online/in-app/over the
phone, pay and collect
in-store

6. Spendsetters set
the trends for how
shoppers spend
Customers that love to use
digital tech and are early
adopters of new tech
51% Fence-sitters wait and
see before adapting to
new trends and tech
Customers that are initially on the
fence about adopting and using
digital tech
41% Resisters resist
trends and tech
Customers that dislike using
digital tech and are slow to
adopt new tech
8%

7. Meet the
Spendsetters
Love technology and have high
expectations for their shopper
experience

8. Driven by new technologies
Mobile
commerce
Technology is bringing personalisation to shopping
Going
cashless
Conversational
commerce & IOT
Digital
wallets

9. 65%would increase loyalty to a
retailer if they could check if
an item is available online
before going to the store
Omnichannel

10. 57%say a “just walk out” payment
experience would encourage
them to shop more in store
Frictionless

11. 69%would increase shopping
frequency online if they could
receive product recommendations/
information and make purchase
with a chatbot
New interfaces

12. 51%want to use a store-branded
app to pay in store (e.g. pay
using the store app by scanning
a bar code at checkout)
Mobile

13. 50%would like to receive
personalised information
(e.g. local offers, shopping
centre promotions) based on
their immediate location
Empowered

14. Mind the gap

15. 30%say ‘one-click’ would very
significantly increase their
loyalty to a retailer
35%of retailers offer a ‘one-click’
checkout experience online
Convenience

16. 44%of shoppers said
exchanging an online
purchase in store would
increase loyalty for a retailer
44%of retailers say they need to
strengthen the relationship
between online and in store
Context

17. 50%of shoppers would shop
more if they could purchase
out-of- stock inventory in
store and have it shipped
directly to their home
26%of retailers take in store
payments for out-of-stock
products and ship to the
customers’ home
Control

18. We need stronger
collaboration
between our
ecommerce and in
store operations
49%
30%
QSR
Beauty

19. We are considering
cashless stores that
only accept cards
and digital payment
52%
Luxury
28%
Grocery

20. The role of the store

21. There is a shift in
physical retail

22. Change is not an option
It is required

23. £ 1.1 billion
in potential sales are lost by not supporting
customers preferred payment methods
Source: 451 Research 2018 Global Unified Commerce Forecast

24. £ 30 billionlost in potential sales due to long lines
lost to competitors
£ 15.7
Source: 451 Research 2018 Global Unified Commerce Forecast

25. The end game
Context
“I want it to be
personalised to me
as an individual“
Control
“I want to interact and
engage on my terms”
Convenience
“I want it to be fast,
easy and frictionless”
Impulse
Loyalty
&
Revenue
ChoiceFrictionless

26. Find out more
adyen.com/retailreport2018