70% of UK shoppers say they combine online and in-store purchases, compared to 60% of US shoppers, according to the study, which surveyed 630 UK consumers and 2,400 US consumers.

According to the report, this behaviour has “flipped the traditional supply and demand model. With today’s connected shopper, demand now discovers supply”.

Other findings were:

• 20% of shoppers want to use technology for locating products and self-checkout at kiosks for a faster shopping experience ( 33% in the US)
• 90% are willing to share personal information for a better experience but only 5% want social networking with retailers ( 4% in the US)
• 21% of apparel shoppers want a 360-degree view of online products
• 17% of apparel and grocery shoppers want to redeem loyalty points across channels

“With the most phy-gital shoppers we have seen so far, the UK is at the forefront of the changing global retail landscape,” said Radha R., Mindtree’s executive vice president of Retail, CPG and Manufacturing. “It has become crucial for retailers to meet these shoppers at the critical moments across all media, devices and channels and to offer a remarkable experience that makes them stand out in a crowded marketplace.”

More information can be found here.