How digital experience shoppers are shaping retail

Technology-driven shopping is moving from niche to mainstream, forcing retailers to rethink their strategies

The PwC 2024 Holiday Outlook Survey spotlights "Digital Experience (DX) Enthusiasts", a group of US consumers who are redefining retail behaviour. These shoppers seamlessly integrate physical and digital elements, emphasising the importance of in-store digital services. Their preference for features such as smart fitting rooms and virtual try-ons is driving retailers to embrace previously innovative technologies as essential offerings.

Key takeaways

• Masters of the hybrid retail experience: DX shoppers prefer the ability to create personalised shopping journeys, blending channels and expecting frictionless, technology-enabled interactions at every step;
• Personalisation meets speed: While traditional payment methods such as cash and credit cards remain prevalent, a shift towards digital and mobile payment solutions highlights their preference for convenience and instant gratification;
• Building trust in a unified marketplace: DX shoppers place a high value on brand reputation and corporate image, demonstrating strong values that influence their loyalty and purchasing decisions.

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