The new retail reality. Phisical stores, digital expectations

Description

This syndicated study examines how Romanian shoppers navigate physical retail in an era defined by digital expectations. Using a multi-method research approach — shopper & eye-tracking sessions in convenience stores, an online community with 60 participants across three generations, and 213 iDIVE dynamic in-depth interviews — the study delivers deep, behaviorally grounded insights into the evolving meaning of convenience in retail.

What the study covers:

• How Romanians redefine convenience across neighbourhood stores, discounters, online platforms, and emerging formats (gas stations, lockers)
• Generational differences in shopping behaviour: Gen Z, Millennials, and Gen X
• The emotional drivers behind store choice and brand loyalty
• How in-store behaviour translates to online shopping expectations
• The role of local producers, ready-to-eat solutions, and sustainability in retail decision-making
• Emerging platforms and the tension between personalisation and privacy

Study Methodology & Sample Specifications

Methodology: Mixed-method qualitative research — eye-tracking sessions (4 case studies), online community (60 participants), iDIVE interviews (213 participants)
Sample: Urban Romania, 18–60 years
Fieldwork: 2025