Brits crave omnichannel retail but beware the data grab

UK shoppers are moving beyond the “online versus in-store” debate, demanding a seamless, omnichannel experience that combines the best of both, but retailers still need to tread carefully, most Brits believe brands care more about collecting personal data than improving their experience.

The findings, taken from VML’s ninth annual Future Shopper report and based on a survey of over 2,000 UK shoppers, show that consumer expectations for a connected and intelligent shopping experience are higher than ever.

Shoppers overwhelmingly prefer to engage with brands that offer a blend of physical and digital channels.

Almost two-thirds of consumers (65%) prefer to shop with a brand that has both a physical and an online store. This is due to their enduring love for in-person shopping, driven by the ability to see, touch, and try products before buying (42%), taking products home immediately (31%), having more confidence in their purchase decisions (32%), and using shopping as a social occasion (30%) with friends and family.

And, bucking the British tradition of queueing, shoppers are also excited about in-store innovation, with 64% anticipating new concepts like “just walk out” stores such as Amazon Go.

Despite this, financial pressures are influencing shopping habits. Some 42% of UK consumers are financially stressed about the cost of living, compared to 32% globally, a factor which is impacting their in-store shopping frequency and habits.

At the same time, many businesses are failing to meet consumer expectations in the online space.

Shoppers are often amazed at how bad the online shopping experience is with major retailers (50%), and believe companies are wasting money on flashy digital features they don’t need, while basic functionality (like search) remains poor (57%).

Worse, well over nearly two-thirds agree retailers are more concerned with collecting their personal information than they are with improving their experience – which concerns two-thirds of consumers (66%) who are worried about how their personal data is being used by retailers and brands.

Despite these pitfalls, however, Brits are overwhelmingly optimistic about the role of AI in transforming their digital lives.

In fact, some 40% admit they would let an AI complete a food purchase on their behalf, including selecting products, organising delivery, and finalising payment.

A similar number (41%) would even trust an AI to organise their lives, including what things to buy and what to do at the weekends. Consumers are also excited by AI’s daily potential, with more than half (55%) seeing it as a great opportunity to help with mundane tasks, such as language translation (22%), getting product recommendations (20%), and finding the best place to buy something (18%).

VML Enterprise Solutions EMEA chief executive said James Westoby said: “The UK market is a perfect example of where consumers are tired of being siloed and overwhelmed by multiple channels, and want a blended retail experience.

“Shoppers expect a seamless journey where the digital and physical worlds aren’t just connected – they’re synchronised. And part of that connection is centred around AI. AI isn’t about replacing human interaction; it’s about enhancing it, creating a smarter, more personalised, and more convenient experience for everyone. Brands that lean into this will not only meet customer expectations but also build lasting loyalty.”