In five years shoppers will split the majority of shopping between in-store (48%) and online (45%), research from Salmat has revealed.
In the same period of time, 59% of consumers will look for an equal balance of interaction between technology and humans, while 26% will prefer interacting with a real person.
However, over half of the consumers surveyed (53%) said they would not let smart, automated technology buy any products or services for them.
Sampling remains a popular element of the shopping experience, with 43% of shoppers indicating that free sampling or loan products delivered to their homes would be a useful tool to research and compare products.
Only 11% of shoppers said they would research and compare products using augmented and virtual reality in the future.
Over a third of shoppers (39%) said they won't share personal information with retailers and the same amount would only be willing to if they received personalised offers relevant to their needs and tastes.
Australian Consumer, Retail, and Services, who conducted the research, MD Sean Sands said the results showed that online is not a damaging enough force to put an end to bricks-and-mortar retail.
“Over the past decade, online retailing and social media have led many commentators to suggest that physical retail would eventually decline or die.
"However, this is by no means the case. Humans are essentially descendants of hunters and gathers, and we still desire the "hunt of the kill" which translates today to touching, feeling, and experiences of physical space.
"Online is an important component of the retail mix, and for the next five years at least, in-store will continue to be the central hub for consumer interactions and shopping experiences."