Why the In-Store Shopping Experience is Still Important
Cyber Monday may have just brought shoppers online in droves, but a new report shows that consumers still value the in-store experience.
The 2017 Retail Trends Report by InMoment, a customer experience management company, surveyed more than 30,000 shoppers over the span of three months. The study highlights the changes in consumer expectations and habits across sectors of both brick-and-mortar and digital stores.
“Digital-only retailers have upped the ante with expedited shipping and personalized product recommendations, but our retail trends report shows there’s still a lot of value in meaningful human interaction, which technology can never replace. The retailers that learn to strike the right balance between automation and human interaction will be uniquely positioned to thrive in this new era of retail,” said Brennan Wilkie, senior vice president of customer experience strategy at InMoment in a statement.
According to the report, retailers should focus their resources on creating a great experience to boost in-store sales. Respondents’ top three reasons for visiting a store in person are: location (63 percent), past positive customer service experience (33 percent), and overall quality of products and services (28 percent). The majority of consumers also reported, in an open-ended response section, that they visit brick-and-mortar retailers for a feeling of immediate gratification and the ability to verify product quality.
Another key finding of the study is the importance of staff education and training. More than half of shoppers (54 percent) reported that they appreciate staff members who are knowledgeable about products and services, recognize purchase histories, and understand loyalty membership statuses. For millennials, a personalized experience is event more important with 65 percent stating they value these traits.
As we move full speed ahead into the holiday shopping season, it’s important to keep this kind of research in mind and ensure customers receive the best possible experience while shopping for gifts for their animal friends. You can check out the full report online here to learn more.