In 2026, German consumers are showing an increased preference for brick-and-mortar retail, while the inclination towards online shopping has decreased by six percentage points. Concurrently, the preference for shopping in physical stores has risen by four percentage points. This is according to a current study by the financial technology platform Adyen. This development signals an adjustment of retail strategies, particularly regarding the integration of digital and physical offerings.
Despite the return to brick-and-mortar retail, brand loyalty continues to show restraint. The acceptance of loyalty initiatives and personalised offers in Germany is below the European average. This highlights the need for retailers to enhance the in-store shopping experience with targeted digital components to achieve sustainable customer loyalty.
Demographic Preferences and Loyalty Criteria
Around one-third of German consumers prefer brick-and-mortar retail, while 21 percent primarily shop online, and 46 percent use both channels equally. Notably, Baby Boomers show a stronger preference for in-store shopping, with their share here being 40 percent. Differences also emerge between genders: men prefer going to a physical shop more significantly at 36 percent, compared to women at 30 percent. These demographic data are relevant for the location selection and space management of retail properties.
For customer loyalty in 2026, the seamless linking of sales channels is the most important criterion, followed by financial incentives. The study identifies specific consumer expectations that are essential for the design of retail spaces and service offerings.
- —Fifty percent of consumers expect home delivery for items unavailable in store.
- —Forty-six percent of respondents prefer brands that offer financial benefits through loyalty programmes.
- —Forty-three percent value flexible cross-channel return options.
Potential in Loyalty Programmes and Personalisation
Although approval for loyalty programmes in Germany is the lowest in Europe – 46 percent compared to 60 percent on the European average – willingness is growing. Last year, approval stood at 42 percent, and the proportion of those who considered such programmes too complex fell from 31 to 29 percent. This indicates a growing awareness of the added value of such offerings, especially during times of rising living costs. Openness towards personalised shopping experiences has also increased, from 35 percent last year to nearly 40 percent, although the EU average is 49 percent.
A challenge lies in the current criticism of existing loyalty programmes: 44 percent of respondents feel that these rarely meet actual customer needs. According to Hella Fuhrmann, Country Manager DACH at Adyen, it is highly valuable for retailers to reach customers at the right time with suitable offers. This requires creating added value that works without additional effort for the end-customer and is precisely tailored to their needs. These insights are relevant for the real estate industry in that they define the requirements for modern retail spaces and their digital infrastructure, to meet evolving consumer expectations.
