Although online shopping is also growing in Denmark, the physical store remains by far the most popular choice among customers when it comes to daily purchases. Even among people in their twenties and thirties, more than 87 percent still prefer shopping in-store for most groceries.
Not all commerce has yet moved online. However, there are significant differences across product categories. For example, Danes primarily order clothing, event tickets, and take-out meals via the internet, according to the research commissioned by the Danish retailers' organization.
“Supermarkets are well able to adapt to the demand for assortment and service, and many new concepts have been introduced, including more convenience products. The survey shows that grocery shopping is connected to a daily pattern and routine,” says Jannick Nytoft, CEO of De Samvirkende Købmænd.
“I am pleased that so many Danes remain enthusiastic about the physical store, but this does not surprise me. Our retailers do everything possible to make their stores exciting and inviting, and there is abundant inspiration for our meals. Naturally, this attracts many customers.”
“In the physical store, you can see, touch, and smell the products, enabling customers to make better decisions and choose the best items. There is also the possibility of personal advice from staff if you have questions or need help finding certain products. And you get the purchased goods immediately at home, avoiding delivery costs and the risk of delays or other issues with the shipment,” Jannick Nytoft points out.