Improving the Retail Customer Experience in Greece

Survey Findings Report
November 2024

Improving the Retail Customer Experience in Greece

Survey Findings Report
November 2024

Survey Overview

In the ever-evolving world of retail, customer expectations are constantly rising. Businesses require innovative solutions that combine digital tools with the physical shopping experience to remain competitive. This online survey conducted by Kapa Research on behalf of Datanoesis took place between November 14-19, 2024, involving a nationally representative sample of 424 Greek consumers. The results provide valuable insights into how new technologies can be designed, implemented, and marketed to enhance customer experience (CX) in the country. This report analyzes the trends shaping consumer behavior, key demographic and behavioral preferences, primary customer personas, and strategic recommendations for strengthening the retail experience in the future.

Details

Agency	Kapa Research
Principal	DATA NOESIS IKE
Survey Type	Quantitative Consumer Survey
Sample	Men and women, 17 years old and above
Sample Size and coverage	424 respondents nationally, representative of the total adult consumer population
Data collection period	14 – 19 November 2024
Sampling	Multistage sampling using quotas with respect to geographical distribution, gender, and age of the population based on the 2021 census of the Hellenic Statistical Authority ( ELSTAT).
Data collection method	Data collection implemented via Computer-Assisted Web Interviewing (CAWI) addressed to members of Kapa’s proprietary online respondent panel.
Error and rounding	Standard error of 4% at the confidence interval of 95%. Results (%) are rounded to 1% and answers may not add up to 100%
About Kapa Research	A member of the Greek Association of Opinion and Market Research Companies (SEDEA). Complies with the ESOMAR codes of conduct and publication of opinion surveys

1. Shopping habits and challenges

How often do you shop in physical retail stores?

Daily	33.1%
Once or twice per week	54.0%
Once or twice per month	10.4%
Less often	2.5%
Never	0.0%

	Gender		Age			Region
	Male	Female	17-44	45-64	Over 55	Attica	Central Macedonia	Rest of Greece
Daily	35	31	34	29	35	29	37	35
Once or twice per week	54	54	57	56	51	57	54	52
Once or twice per month	9	12	7	12	11	13	6	10
Less often	2	3	2	2	3	1	4	3

	Income per month			Educational level		They are shopping
	Up to €1,500	€1,501 – €2,500	Above €2,500	Up to High School or Vocational/ Technical	Bachelor’s, Master's/Ph.D	Daily	Once or twice per week	Less often
Daily	32	40	29	38	30	100	0	0
Once or twice per week	53	53	55	48	58	0	100	0
Once or twice per month	13	5	14	11	10	0	0	81
Less often	3	2	2	4	2	0	0	19

When you shop, either online or in-store, what challenges do you most often face?

Product availability	41%
Finding the products I am looking for	21%
Customer service	19%
Checkout process	8%
Other	2%
DK/NA	9%

	Gender		Age			Region
	Male	Female	17-44	45-64	Over 55	Attica	Central Macedonia	Rest of Greece
Product availability	44	38	36	54	35	45	35	40
Finding products	20	22	23	15	24	20	18	23
Customer service	19	18	24	19	15	20	15	18
Checkout process	8	8	9	6	9	7	14	6
Other	3	2	1	1	4	1	6	2
DK/NA	6	13	7	5	14	7	11	10

	Income per month			Educational level		They are shopping
	Up to €1,500	€1,501 – €2,500	Above €2,500	Up to High School or Vocational/ Technical	Bachelor’s, Master's/Ph.D	Daily	Once or twice per week	Less often
Product availability	38	44	46	34	46	41	42	37
Finding products	18	19	28	25	18	23	22	12
Customer service	20	22	13	18	19	19	19	17
Checkout process	10	5	7	8	8	8	6	17
Other	2	2	3	4	1	3	1	4
DK/NA	12	8	3	11	8	6	10	13

What are the main reasons you would choose to return to a specific store? (up to 3 options)

Price	83%
Product selection	50%
Convenience	41%
Customer service	40%
Loyalty rewards	25%
Store ambiance	18%

	Gender		Age			Region
	Male	Female	17-44	45-64	Over 55	Attica	Central Macedonia	Rest of Greece
Price	84	81	79	83	85	84	77	84
Product selection	51	48	52	48	50	52	48	49
Convenience	40	43	39	42	42	45	34	41
Customer service	45	35	34	37	46	40	48	37
Loyalty rewards	24	26	16	26	28	24	28	24
Store ambiance	18	19	23	15	19	21	13	18

	Income per month			Educational level		They are shopping
	Up to €1,500	€1,501 – €2,500	Above €2,500	Up to High School or Vocational/ Technical	Bachelor’s, Master's/Ph.D	Daily	Once or twice per week	Less often
Price	85	84	76	82	83	85	83	75
Product selection	48	55	47	48	51	54	48	48
Convenience	43	39	41	38	44	35	48	31
Customer service	40	38	43	40	40	41	42	31
Loyalty rewards	20	25	34	20	28	26	23	29
Store ambiance	16	23	18	20	18	14	18	31

2. Personalization and convenience

On a scale of 0 to 5, how important is it for you to have a shopping experience that is tailored to your personal preferences and past shopping habits?

Average: 4.24

1 = Not important at all	1%
2	1%
3	10%
4	50%
5 = Very important	38%

	Gender		Age			Region
	Male	Female	17-44	45-64	Over 55	Attica	Central Macedonia	Rest of Greece
Average	4.24	4.24	4.30	4.18	4.24	4.26	4.15	4.25

	Income per month			Educational level		They are shopping
	Up to €1,500	€1,501 – €2,500	Above €2,500	Up to High School or Vocational/ Technical	Bachelor’s, Master's/Ph.D	Daily	Once or twice per week	Less often
Average	4.20	4.25	4.31	4.27	4.21	4.31	4.18	4.27

If you had access to a unified shopping platform that combined various tools, which feature would be most valuable to you?

Price comparison	71%
Loyalty rewards	10%
Customer support	9%
Product recommendations	8%
None of the above	1%
DK/NA	1%

	Gender		Age			Region
	Male	Female	17-44	45-64	Over 55	Attica	Central Macedonia	Rest of Greece
Price comparison	73	69	75	66	70	72	65	71
Loyalty rewards	9	11	8	12	9	10	12	9
Customer support	10	8	7	10	11	9	10	8
Product recommendations	7	9	9	8	6	7	9	8
None of the above	1	2	2	1	2	1	3	1
DK/NA	0	1	1	1	0	0	0	1

	Income per month			Educational level		They are shopping
	Up to €1,500	€1,501 – €2,500	Above €2,500	Up to High School or Vocational/ Technical	Bachelor’s, Master's/Ph.D	Daily	Once or twice per week	Less often
Price comparison	69	76	69	78	67	75	70	69
Loyalty rewards	11	8	11	8	11	9	12	4
Customer support	9	11	8	7	10	8	11	6
Product recommendations	8	4	10	5	9	5	7	17
None of the above	3	1	0	1	2	4	0	2
DK/NA	1	0	1	1	0	0	0	2

When shopping, how important is it to receive real-time updates on product availability or recommendations based on your preferences?

Average: 4.15

1 = Not important at all	1%
2	3%
3	14%
4	45%
5 = Very important	37%

	Gender		Age			Region
	Male	Female	17-44	45-64	Over 55	Attica	Central Macedonia	Rest of Greece
Average	4.17	4.12	4.01	4.08	4.26	4.22	4.11	4.09

	Income per month			Educational level		They are shopping
	Up to €1,500	€1,501 – €2,500	Above €2,500	Up to High School or Vocational/ Technical	Bachelor’s, Master's/Ph.D	Daily	Once or twice per week	Less often
Average	4.09	4.19	4.21	4.25	4.08	4.22	4.10	4.15

3. Digital and immersive instore technologies

Have you ever used in-store technologies such as smart mirrors or interactive kiosks?

Yes	20%
No	79%
DK/NA	1%

	Gender		Age			Region
	Male	Female	17-44	45-64	Over 55	Attica	Central Macedonia	Rest of Greece
Yes	20	20	38	25	8	20	32	15
No	79	79	61	74	92	79	68	84
DK/NA	1	1	1	2	1	1	0	1

	Income per month			Educational level		They are shopping
	Up to €1,500	€1,501 – €2,500	Above €2,500	Up to High School or Vocational/ Technical	Bachelor’s, Master's/Ph.D	Daily	Once or twice per week	Less often
Yes	19	19	25	16	22	27	16	19
No	79	81	74	83	77	73	83	79
DK/NA	2	0	1	1	1	0	1	2

On a scale of 0 to 5, how satisfied were you with the experience?

Average: 4.15

1 = Not satisfied at all	0%
2	1%
3	16%
4	49%
5 = Very satisfied	34%

	Gender		Age			Region
	Male	Female	17-44	45-64	Over 55	Attica	Central Macedonia	Rest of Greece
Average	3.98	4.34	4.09	4.13	4.36	4.16	3.87	4.40

	Income per month			Educational level		They are shopping
	Up to €1,500	€1,501 – €2,500	Above €2,500	Up to High School or Vocational/ Technical	Bachelor’s, Master's/Ph.D	Daily	Once or twice per week	Less often
Average	3.94	4.26	4.36	4.40	4.04	4.14	4.21	4.00

How likely are you to use augmented reality features, like virtual try-ons, instore to visualize products?

Average: 3.56

1 = Very unlikely	7%
2	11%
3	22%
4	38%
5 = Very likely	22%

	Gender		Age			Region
	Male	Female	17-44	45-64	Over 55	Attica	Central Macedonia	Rest of Greece
Average	3.70	3.39	3.69	3.69	3.40	3.63	3.51	3.51

	Income per month			Educational level		They are shopping
	Up to €1,500	€1,501 – €2,500	Above €2,500	Up to High School or Vocational/ Technical	Bachelor’s, Master's/Ph.D	Daily	Once or twice per week	Less often
Average	3.40	3.61	3.82	3.42	3.64	3.68	3.45	3.69

Would you prefer to receive personalized offers while in-store through your phone, in-store displays, or both?

Phone	18%
In-store display	23%
Both	45%
No preference	13%
DK/NA	1%

	Gender		Age			Region
	Male	Female	17-44	45-64	Over 55	Attica	Central Macedonia	Rest of Greece
Phone	18	18	19	25	13	13	24	21
In-store display	25	21	36	18	20	26	24	19
Both	46	43	34	49	46	47	44	43
No preference	11	15	9	7	20	13	8	15
DK/NA	0	2	2	1	1	1	0	2

	Income per month			Educational level		They are shopping
	Up to €1,500	€1,501 – €2,500	Above €2,500	Up to High School or Vocational/ Technical	Bachelor’s, Master's/Ph.D	Daily	Once or twice per week	Less often
Phone	17	21	15	17	19	17	18	23
In-store display	22	23	25	20	24	18	28	15
Both	45	41	49	47	43	48	40	56
No preference	14	15	8	15	12	16	14	4
DK/NA	2	0	2	1	1	1	1	2

How comfortable would you feel using mobile apps or in-store tablets to help you find products, check availability, or access other services in-store?

Average: 3.97

1 = Very uncomfortable	4%
2	6%
3	16%
4	37%
5 = Very comfortable	37%

	Gender		Age			Region
	Male	Female	17-44	45-64	Over 55	Attica	Central Macedonia	Rest of Greece
Average	4.09	3.83	4.00	4.10	3.85	3.96	3.89	3.01

	Income per month			Educational level		They are shopping
	Up to €1,500	€1,501 – €2,500	Above €2,500	Up to High School or Vocational/ Technical	Bachelor’s, Master's/Ph.D	Daily	Once or twice per week	Less often
Average	3.84	4.04	4.14	3.92	4.00	4.02	3.90	4.10

4. Loyalty programs and rewards

Have you ever used in-store technologies such as smart mirrors or interactive kiosks?

Average: 4.04

1 = Not at all	2%
2	6%
3	11%
4	46%
5 = A lot	35%

	Gender		Age			Region
	Male	Female	17-44	45-64	Over 55	Attica	Central Macedonia	Rest of Greece
Average	4.03	4.05	4.00	4.05	4.05	4.05	4.08	4.01

	Income per month			Educational level		They are shopping
	Up to €1,500	€1,501 – €2,500	Above €2,500	Up to High School or Vocational/ Technical	Bachelor’s, Master's/Ph.D	Daily	Once or twice per week	Less often
Average	3.91	4.07	4.30	3.97	4.08	4.17	3.94	4.12

Which rewards would make you most likely to stay loyal to a brand? (up to 2 options)

Discounts	68%
Points-based rewards	49%
Exclusive offers	32%
Early product access	12%
DK/NA	1%

	Gender		Age			Region
	Male	Female	17-44	45-64	Over 55	Attica	Central Macedonia	Rest of Greece
Discounts	71	65	67	68	69	62	73	72
Points-based rewards	47	52	40	45	57	55	38	49
Exclusive offers	33	32	38	33	29	36	37	27
Early product access	11	13	16	14	9	15	13	9
DK/NA	1	2	1	2	1	0	1	2

	Income per month			Educational level		They are shopping
	Up to €1,500	€1,501 – €2,500	Above €2,500	Up to High School or Vocational/ Technical	Bachelor’s, Master's/Ph.D	Daily	Once or twice per week	Less often
Discounts	70	69	62	68	68	68	71	60
Points-based rewards	45	52	54	46	51	49	48	54
Exclusive offers	32	31	34	29	34	34	35	19
Early product access	13	10	14	10	13	10	12	15
DK/NA	2	0	2	2	1	1	1	4

How often do you engage with loyalty programs when shopping?

Almost every purchase	25%
Quite often	51%
Rarely	21%
Never	3%
DK/NA	1%

	Gender		Age			Region
	Male	Female	17-44	45-64	Over 55	Attica	Central Macedonia	Rest of Greece
Almost every purchase	24	26	17	32	24	25	24	25
Quite often	57	45	57	45	53	55	42	51
Rarely	19	23	21	20	21	18	30	20
Never	1	5	4	3	2	2	4	3
DK/NA	0	1	1	0	1	1	0	1

	Income per month			Educational level		They are shopping
	Up to €1,500	€1,501 – €2,500	Above €2,500	Up to High School or Vocational/ Technical	Bachelor’s, Master's/Ph.D	Daily	Once or twice per week	Less often
Almost every purchase	22	29	26	22	27	31	22	23
Quite often	47	54	55	49	52	53	50	48
Rarely	27	16	16	25	18	14	25	19
Never	4	1	1	3	2	2	2	8
DK/NA	1	0	1	0	1	0	0	2

5. Store Experience and design

How appealing do you find the idea of digital displays that adjust to your preferences and browsing history to enhance your in-store experience?

Average: 3.70

1 = Not appealing at all	4%
2	10%
3	22%
4	41%
5 = Very appealing	23%

	Gender		Age			Region
	Male	Female	17-44	45-64	Over 55	Attica	Central Macedonia	Rest of Greece
Average	3.73	3.66	3.79	3.83	3.55	3.76	3.72	3.63

	Income per month			Educational level		They are shopping
	Up to €1,500	€1,501 – €2,500	Above €2,500	Up to High School or Vocational/ Technical	Bachelor’s, Master's/Ph.D	Daily	Once or twice per week	Less often
Average	3.61	3.71	3.89	3.67	3.71	3.71	3.67	3.77

Would you be interested in an in-store experience that lets you explore virtual environments or exclusive digital content?

Yes certainly	18%
Yes probably	51%
Probably not	21%
No	6%
DK/NA	3%

	Gender		Age			Region
	Male	Female	17-44	45-64	Over 55	Attica	Central Macedonia	Rest of Greece
Yes, certainly	17	19	23	18	15	21	18	15
Yes, probably	58	43	51	54	49	50	52	52
Probably not	19	24	19	21	23	20	23	22
No	4	8	3	5	9	6	4	7
DK/NA	1	6	3	2	4	2	3	4

	Income per month			Educational level		They are shopping
	Up to €1,500	€1,501 – €2,500	Above €2,500	Up to High School or Vocational/ Technical	Bachelor’s, Master's/Ph.D	Daily	Once or twice per week	Less often
Yes, certainly	11	24	24	18	18	23	16	13
Yes, probably	53	49	51	46	54	50	52	48
Probably not	23	22	15	23	20	15	24	29
No	9	2	6	8	5	10	5	4
DK/NA	3	2	5	4	2	2	4	6

How much does the design and ambiance of a store (e.g., lighting, layout, digital elements) affect your shopping experience?

Average: 4.03

1 = Not at all	1%
2	3%
3	15%
4	50%
5 = A lot	29%

	Gender		Age			Region
	Male	Female	17-44	45-64	Over 55	Attica	Central Macedonia	Rest of Greece
Average	4.01	4.05	3.94	4.07	4.05	4.14	4.00	3.95

	Income per month			Educational level		They are shopping
	Up to €1,500	€1,501 – €2,500	Above €2,500	Up to High School or Vocational/ Technical	Bachelor’s, Master's/Ph.D	Daily	Once or twice per week	Less often
Average	3.90	4.05	4.29	4.06	4.01	4.07	4.00	4.06

How comfortable are you with using digital payment options and automated checkout systems in-store?

Average: 3.95

1 = Very uncomfortable	3%
2	8%
3	18%
4	32%
5 = Very comfortable	39%

	Gender		Age			Region
	Male	Female	17-44	45-64	Over 55	Attica	Central Macedonia	Rest of Greece
Average	4.06	3.84	3.94	4.04	3.90	4.00	4.01	3.88

	Income per month			Educational level		They are shopping
	Up to €1,500	€1,501 – €2,500	Above €2,500	Up to High School or Vocational/ Technical	Bachelor’s, Master's/Ph.D	Daily	Once or twice per week	Less often
Average	3.74	4.17	4.08	3.74	4.09	4.08	3.83	4.15

How important is the layout and ease of navigation within a store to your shopping experience?

Average: 4.20

1 = Not important at all	1%
2	1%
3	13%
4	47%
5 = Very important	38%

	Gender		Age			Region
	Male	Female	17-44	45-64	Over 55	Attica	Central Macedonia	Rest of Greece
Average	4.15	4.26	4.02	4.25	4.26	4.21	4.04	4.26

	Income per month			Educational level		They are shopping
	Up to €1,500	€1,501 – €2,500	Above €2,500	Up to High School or Vocational/ Technical	Bachelor’s, Master's/Ph.D	Daily	Once or twice per week	Less often
Average	4.15	4.18	4.39	4.23	4.19	4.22	4.19	4.23

6. Integrated customer experience and support

How likely are you to use a platform that integrates customer support, loyalty rewards, and personalized marketing into a single, seamless experience?

Average: 4.00

1	1%
2	7%
3	16%
4	40%
5	35%

	Gender		Age			Region
	Male	Female	17-44	45-64	Over 55	Attica	Central Macedonia	Rest of Greece
Average	3.98	4.03	3.97	4.09	3.96	4.06	3.92	3.99

	Income per month			Educational level		They are shopping
	Up to €1,500	€1,501 – €2,500	Above €2,500	Up to High School or Vocational/ Technical	Bachelor’s, Master's/Ph.D	Daily	Once or twice per week	Less often
Average	3.91	4.01	4.20	3.98	4.02	4.06	3.93	4.15

Which method would you most prefer for customer support while shopping instore?

Live agents	64%
Kiosks	14%
Chatbots	6%
None	4%
No preference	10%
DK	1%

	Gender		Age			Region
	Male	Female	17-44	45-64	Over 55	Attica	Central Macedonia	Rest of Greece
Live agents	67	61	54	66	68	68	62	61
Self-service kiosks	13	16	20	18	9	11	14	18
Chatbots	6	6	8	5	5	8	6	4
None of the above	4	5	9	5	2	6	7	2
No preference	10	11	7	5	15	7	10	13
DK/NA	0	2	2	1	1	0	1	2

	Income per month			Educational level		They are shopping
	Up to €1,500	€1,501 – €2,500	Above €2,500	Up to High School or Vocational/ Technical	Bachelor’s, Master's/Ph.D	Daily	Once or twice per week	Less often
Live agents	65	61	68	64	64	68	66	46
Self-service kiosks	15	13	16	16	13	15	12	21
Chatbots	3	9	7	4	7	5	6	6
None of the above	6	2	3	4	5	2	4	12
No preference	10	15	5	11	10	9	10	13
DK/NA	1	0	1	2	0	1	1	2

7. Current shopping satisfaction and future preferences

Overall, how satisfied are you with your current in-store shopping experiences?

Average: 4.10

1 = Not satisfied at all	1%
2	2%
3	14%
4	54%
5 = Very satisfied	30%

	Gender		Age			Region
	Male	Female	17-44	45-64	Over 55	Attica	Central Macedonia	Rest of Greece
Average	4.06	4.15	3.90	4.14	4.18	4.12	4.13	4.08

	Income per month			Educational level		They are shopping
	Up to €1,500	€1,501 – €2,500	Above €2,500	Up to High School or Vocational/ Technical	Bachelor’s, Master's/Ph.D	Daily	Once or twice per week	Less often
Average	4.03	4.16	4.22	4.14	4.08	4.14	4.12	3.96

Do you prefer personalized shopping experiences provided by in-store staff or through digital interfaces?

Staff	57%
Digital interface	24%
No preference	18%
DK/NA	2%

	Gender		Age			Region
	Male	Female	17-44	45-64	Over 55	Attica	Central Macedonia	Rest of Greece
Staff	59	55	43	60	62	59	61	54
Digital interface	24	24	37	25	16	24	24	24
No preference	17	19	18	15	20	16	15	20
DK/NA	1	3	2	1	2	1	0	3

	Income per month			Educational level		They are shopping
	Up to €1,500	€1,501 – €2,500	Above €2,500	Up to High School or Vocational/ Technical	Bachelor’s, Master's/Ph.D	Daily	Once or twice per week	Less often
Staff	58	52	62	64	53	56	58	54
Digital interface	24	24	24	18	27	23	25	19
No preference	16	24	13	15	19	20	15	25
DK/NA	2	1	1	3	1	1	2	2

What types of technological innovations or immersive experiences would you like to see implemented in physical stores? (up to 3 options)

Smart displays	59%
Automated checkouts	49%
Augmented reality	30%
Personalized ads	23%
DK/NA	7%

	Gender		Age			Region
	Male	Female	17-44	45-64	Over 55	Attica	Central Macedonia	Rest of Greece
Smart displays	62	56	67	57	57	60	65	56
Automated checkouts	51	46	62	51	40	51	5	43
Augmented reality	37	22	32	35	25	33	35	25
Personalized ads	21	24	17	25	24	26	14	23
DK/NA	6	9	0	0	16	4	4	12

	Income per month			Educational level		They are shopping
	Up to €1,500	€1,501 – €2,500	Above €2,500	Up to High School or Vocational/ Technical	Bachelor’s, Master's/Ph.D	Daily	Once or twice per week	Less often
Smart displays	54	68	57	55	62	57	61	58
Automated checkouts	52	46	44	45	51	50	44	63
Augmented reality	27	29	36	28	31	28	31	31
Personalized ads	23	21	24	22	23	23	22	23
DK/NA	9	4	9	11	5	5	10	4

How likely are you to participate in exclusive in-store events, like product launches that use immersive technology (e.g., virtual reality, augmented reality)?

Average: 3.43

1 = Very unlikely	10%
2	13%
3	21%
4	36%
5 = Very likely	20%

	Gender		Age			Region
	Male	Female	17-44	45-64	Over 55	Attica	Central Macedonia	Rest of Greece
Average	3.50	3.35	3.56	3.57	3.26	3.63	3.45	3.22

	Income per month			Educational level		They are shopping
	Up to €1,500	€1,501 – €2,500	Above €2,500	Up to High School or Vocational/ Technical	Bachelor’s, Master's/Ph.D	Daily	Once or twice per week	Less often
Average	3.16	3.52	3.87	3.18	3.58	3.59	3.27	3.65

Socio-Demographic & psychographic profile

Gender

Male	53%
Female	47%

Age

18-24	8%
25-34	14%
35-44	16%
45-54	17%
55-64	16%
65+	29%

Region

Attica	40%
Central Macedonia	18%
Rest of Greece	42%

Income per Month

Up to €1,500	46%
€1,501 – €2,500	30%
Above €2,500	22%
DK/NA	2%

Educational level

Up to High School or Vocational/ Technical	39%
Bachelor's, Master's/Ph.D	61%

They are shopping

Daily	33%
Once or twice per week	54%
Less often	13%

Analysis of findings

Understanding consumer personas

The survey data allowed for the identification of four key consumer personas, each representing a distinct segment of the retail customer base.

The “Digital enthusiast”

is typically a male aged 25–34, residing in urban areas with an income of €2,500–€3,500 per month. This consumer shops daily and values real-time updates and AR tools, scoring them 4.30 and 3.75 out of 5, respectively. They seek seamless integration of digital tools for navigation and personalized offers through mobile platforms.

The “Value seeker”

is predominantly a female aged 35–44, also urban, earning €1,501–€2,500 per month. This segment is highly engaged in loyalty programs, preferring discounts and live customer support. They prioritize user-friendly tools and cost-saving incentives over advanced technologies.

The “Experience shopper”

represents a younger, male demographic aged 18–24, often students with lower incomes. This group shops less frequently but is drawn to immersive and gamified experiences, such as AR-based product trials. They value innovative experiences over traditional convenience.

The “Practical traditionalist”

is a female aged 55 or older, residing in rural areas and earning less than €1,500 per month. They shop infrequently and prefer straightforward and minimalistic experiences. Their focus lies on clear navigation and traditional staff interaction, showing limited interest in advanced digital tools.

Strategic directions

To capitalize on these insights, retailers must design CX strategies that balance innovation with inclusivity, targeting both technologically savvy and traditional consumer segments.

The emphasis on personalization should inform product design. Retailers should invest in systems that offer tailored recommendations and exclusive promotions. These efforts must be supported by data-driven tools capable of capturing consumer preferences and adapting in real-time.
Ease of use is another critical consideration. Technologies such as interactive kiosks and AR must be intuitive and accessible, especially for older demographics and occasional shoppers. Retailers should avoid overwhelming customers with overly complex tools, focusing instead on features that enhance navigation and streamline the shopping experience.
Integrated platforms present a significant opportunity. A unified system combining loyalty programs, real-time updates, and product recommendations can cater to the diverse needs of consumers. Higher-income and frequent shoppers have already shown enthusiasm for such platforms, rating their importance at 3.89 out of 5.

Implementation strategies should start with pilot programs in urban centers like Athens and Thessaloniki, where tech-savvy younger consumers are concentrated. These areas provide fertile ground for testing and refining CX innovations. Gradual rollout to suburban and rural markets can then focus on convenience-oriented features.
Marketing strategies must align with the personas identified in this report. Digital enthusiasts can be targeted with campaigns emphasizing AR and cutting-edge tools. Value seekers, by contrast, require messaging that highlights loyalty rewards and discounts. Engaging promotions, such as gamified loyalty programs, can attract experience shoppers, while practical traditionalists may respond better to messages that emphasize simplicity and convenience.
Effective customer engagement strategies will include incentives for early adoption. Discounts or rewards for using new technologies can build momentum and foster loyalty. Continuous feedback loops are essential for measuring satisfaction and refining CX offerings. Metrics such as tool usage rates, satisfaction scores, and repeat visits should guide ongoing improvements.

Conclusion

The findings from this survey paint a nuanced picture of the Greek retail landscape. While consumers demonstrate varying levels of openness to in-store CX technologies, the demand for personalization, convenience, and innovation is clear. Retailers who tailor their strategies to these insights can create transformative customer experiences that not only enhance satisfaction but also drive loyalty and long-term growth.