Consumers ‘still prefer the theatre of in-store’

The majority of consumers still prefer the experience of shopping in-store rather than online, new research suggests.

The report, conducted by Mood Media, found that over 60 per cent of retailers expect their footfall to drop or remain the same in 2017. However, the same report highlighted that 77 per cent of customers would pick a bricks-and-mortar store over online if stores provided a more engaging, multi-sensory experience.

The report, which analysed insight from senior directors from international retailers and surveyed 2,000 consumers, also showed a demand for interactive features that provide sensory stimulation to be included in the in-store experience, with particular interest shown by the younger generation of shoppers.

For example, more than 85 per cent of shoppers aged 18-34 professed to being excited by both the ability to influence the music playing in-store, as well as the introduction of virtual reality to the retail space. The potential to receive mobile promotions while shopping also received almost unanimous backing from young people, with more than 80 per cent of the same age group interested in such readily redeemable offers.

Valentina Candeloro, marketing director international at Mood Media, said: “Despite the ease of use e-commerce offers, there are still a number of limitations it faces, with the vibrancy and atmosphere of the in-store experience being – to date – impossible for e-commerce to replicate.”

“It’s fundamentally important that retailers take advantage of these benefits and focus their attention on sensorial innovations that improve the overall experience. The customer experience should be seamless between instore and digital environments.”

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