According to the annual American Customer Satisfaction Index survey, both brick-and-mortar and online stores are failing to meet the expectations of shoppers. People expect retailers to adopt an omnichannel strategy, with the specialisation of URL and IRL platforms becoming essential.

No longer content with well-lit changing rooms and speedy checkouts, shoppers are looking for seamless experiences whether they are browsing in brick-and-mortar stores or splashing out online. Through the use of intelligent technology, such as VR and facial recognition, the retail journey is becoming increasingly sophisticated, making shopping a more enjoyable experience.

The consistency and efficiency of e-commerce – with one-click ordering and same-day delivery – is driving greater expectations of traditional retailers. How are brick-and-mortar stores adopting features of online shopping, and what digital services do people want to see on the high street?

Accustomed to rapid service and easily accessible products, Gen Yers and Zers are causing the luxury industry to bend to their e-commerce expectations. What do they want out of a high-end shopping experience? And how are haute couture brands grabbing the attention of these digital natives?