Despite the growth of e-commerce in recent years, physical stores remain the top choice for Spanish consumers, according to the Shopper Experience 2025 Observatory (OSE), organized by in-Store Media in partnership with Gelt Solutions.
The report, unveiled during the event's sixth edition, reflects deep insights into consumer behavior in the mass consumption sector and shows that 97% of shoppers still rely on brick-and-mortar locations for their regular purchases, while only 3% shop exclusively online.
Key figures from the retail sector—including Jordi Mur, Marketing Director of in-Store Media; Ainhoa Oyarbide, Brand and Communications Director of Eroski; and Pelayo Collantes, Marketing and Innovation Director of Alimerka—presented their findings and perspectives on the evolving role of physical stores and omnichannel retailing.
Key Findings: Shopping Habits in Transformation
The data confirms that while online shopping surged during the COVID-19 crisis, the tactile, sensory advantages of in-person shopping—especially for fresh produce and product discovery—continue to dominate consumer preferences.
Among store types:
- Discounters lead in footfall, accounting for 45% of visits.
- Hypermarkets, however, see the highest spending per trip, with an average of EUR 44.80, about 37% more than discounters.
The study shows a shift toward more frequent visits with smaller baskets. Consumers are more tactical and fragmented in their purchases, with only 14% sticking strictly to their shopping list—highlighting the strong influence of in-store stimuli.
Brand Loyalty, Promotions, and Diversification
Consumers today are pragmatic and selective.
- The average shopper visits three different stores and often mixes private label and manufacturer brands.
- 71% cite price and promotions as the primary reason for store choice, followed by convenience (60%) and product selection (53%).
- Sustainability, while still relevant, has declined to 45% in importance compared to previous years.
Private labels continue their upward trajectory, especially in categories like breakfast items, dairy, and household goods, now accounting for 51.5% of the market, up from 32.3% in 2009. Yet more than half of consumers still value manufacturer brands for their innovation and perceived quality.
Retail Media and In-Store Communication: The Game-Changer
In-store messaging plays a powerful role:
- 62% of shoppers say point-of-sale communication is the most influential channel for brand recall.
- 70% recall seeing commercial messages in stores, and 72% say it impacts their final purchase decision.
- Independent studies cited in the report suggest in-store communication can boost product sales by up to 18.5%.
Promotions that offer direct discounts are preferred over "2 for 1" offers or coupons, and 68% of shoppers say they would switch brands for a good promotion, while 70% are drawn to well-publicized new products.
Retail Voices: Local Roots and Strategic Innovation
During the conference, Eroski’s Ainhoa Oyarbide emphasized their long-standing support for local producers, advocating for clearly marked and visible spaces for local products in stores.
Pelayo Collantes introduced "La Casona de Lloraza," a new initiative aimed at value-added products from Spain’s primary sector, reinforcing Alimerka’s commitment to local sourcing.
In a panel discussion, Antonio Janeiro, General Manager of in-Store Media Spain, stated that modern retail is shifting towards a media model, where brands act both as suppliers and customers. Collantes added that price remains central to the Spanish consumer, while shopper behavior shifts by context and product category.
Conclusion: The Resilience and Evolution of Physical Retail
The consensus is clear: physical stores continue to thrive as the preferred channel for daily shopping in Spain. Innovation in retail media, data-driven personalization, and a commitment to local engagement and affordability are shaping the future of in-store experiences. As the Shopper Experience Observatory 2025 shows, retailers must balance tradition and innovation to meet the diverse, evolving expectations of today's shopper.
Source: Vinetur