First of all, consumers overwhelmingly prefer physical retail, given that online shopping still only makes up about 10 percent of total retail sales, notes the report, The Future of Retail. And while retailers are falling over themselves to adopt the latest technology, it is human interaction that most customers value, the report says. An efficient customer experience is critical to all generations, with more than half of respondents saying that a skilled customer service employee is the biggest factor determining the quality of their shopping experience.