According to a new global study, “The State of Brick & Mortar: 2017,” which reveals consumer insights around the importance
of in-store Customer Experience as well as in-store shopping behaviors, “… the tangible, tactile nature of brick and mortar is viewed as a very real advantage… as is the desire for
instant gratification… “ said Scott Moore, Global Senior Vice President of marketing for Mood Media.
Mood commissioned the survey to better understand what influences
consumers’ decisions to choose brick & mortar over online shopping, what they most enjoy and don’t enjoy about the in-store experience, and what most motivates them in the physical
store. The study also explores the influence of a store’s atmosphere, including music, on the overall shopping experience as well as how consumers are using their mobile devices while
Moore continues, “… consumers are increasingly comfortable shopping in an omnichannel world, yet there are still key differences that steer shoppers toward one channel
over another… consumers, particularly younger consumers, aren’t just buying a product when in-store; they’re buying an experience. And their expectations for a positive, emotionally
engaging experience are quite high…”
Some select highlights from the study, particularly regarding results from US consumer respondents, include:
- Consumers greatly
value the tactile nature of offline shopping: 72% of US consumers cite “the ability to touch, feel and try products” as their top reason for shopping brick & mortar. This lines
up with global results, with 78% of consumers surveyed worldwide citing this as their number one reason for shopping in-store
- Waiting in line is the top in-store frustration for US shoppers,
at 60%, with items or sizes being out of stock coming in second (at 47%). Of those surveyed in the US, 77% say waiting in line is less dull if music is playing. If a store is playing music, 84% of US
consumers cite that “the shopping experience is more enjoyable,” 81% say that their “mood is lifted,” and 70% express that they “feel like it’s a brand they can
relate and connect to.”
- In the US, those aged 18-24 rate the “atmosphere and experience” to be more important than any other age group, with 1 in 3 citing it as a top
reason they choose in-store over online shopping
- Considering unplanned purchases, 54% of Americans cite that “discounts and promotions” most influence their impulse buys, while
37% cite “feeling in the right mood” as their top driver.
- When music is partnered with visuals and scent to create a branded in-store atmosphere, 59% of Americans surveyed say
they’re more likely to “revisit” (72% of those aged 18-24), and 54% say they’re more likely to “recommend the place to others” (65% of those aged 18-24).
Finally, 60% of 18-24 year olds cited that an enjoyable, branded in-store atmosphere would make them more likely to ‘stay and shop’ in the store longer.”
- 50% of US
consumers surveyed would like to receive immediately redeemable discounts pushed to their phones while in-store. Interest in receiving among 18-24 year olds came in even higher, at 67%
To download the booklet to view more comprehensive study results, please visit us.moodmedia.com here.