The development of digital technologies in physical stores has pushed retailers to introduce them in physical stores, believing that consumers will be more satisfied and happier because they will be able to use advanced technologies in their daily shopping. New digital technologies are increasingly being implemented, but it is necessary to investigate the acceptance of various technologies in physical stores. Factors affecting the shopping experience in physical, online and digital stores are also important for understanding consumer behaviour. The aim of this research is to examine consumer preferences regarding the digitization of the shopping experience in physical stores and to check successful and unsuccessful examples of the application of digital technologies in retail in the Croatian and foreign markets. The research will examine the main reasons for visiting physical stores compared to online stores. The paper defines the factors affecting the shopping experience in physical, online and digitized physical stores. Next, attention is paid to digitized physical stores and to consumer preferences regarding the experience of shopping in them. Primary and primary and secondary sources of data were used for the purposes of creating the thesis. Scientific and professional articles and books dealing with this content were used as secondary data. For the primary sources of data, empirical research was conducted, which was delivered via an online survey questionnaire in the Republic of Croatia, which allowed us to obtain the respondents' conclusive opinions on the use or non-use of digital technologies in physical stores. This research aims to investigate consumer preferences regarding the digitalization of the shopping experience in physical stores on the market of the Republic of Croatia.