Millennial shoppers are more likely to visit bricks-and-mortar stores than older consumers but would prefer an improved service.

According to research by Accenture, 37% of UK millennials think the bricks-and-mortar retail experience needs improvement, versus 33% globally.

The lack of targeted promotions and speed of checkout were cited as key issues for younger shoppers, at 57% and 42% respectively, while 44% will use a mobile device to find items they want to purchase in store and online.

Accenture’s managing director of UK retail Matt Prebble said: “While retailers are providing mobile technology that is improving consumers’ shopping experiences, it’s also apparent that certain areas still need addressing.

“Capabilities such as real-time in-store promotions that might once have been viewed as ‘nice-to-haves’ are increasingly sought after by shoppers, who want to be provided with a seamless digital experience.”

Despite the technological difficulties in marrying up mobile commerce and bricks-and-mortar retail, the UK is adapting at pace to customers’ adoption of mobile. Accenture’s research found that 92% of UK retailers have mobile-optimised sites while 72% offer smartphone apps in comparison with the 58% global average.

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