Getting Consumers Back into Bricks and Mortar

What influences consumers’ decisions to get off the couch and choose brick and mortar over online shopping? Mood Media wanted to get an answer, as well as insight into what consumers most enjoy and don’t enjoy about the in-store experience and what most motivates them in the physical store. The firm’s “The State of Brick & Mortar: 2017” report is based on a survey of more than 11,000 consumers in nine countries across the globe, including Australia, China, France, Germany, the Netherlands, Russia, Spain, the United Kingdom and the United States.


“Consumers are increasingly comfortable shopping in an omnichannel world, yet there are still key differences that steer shoppers toward one channel over another at times,” said Scott Moore, global SVP-marketing, Mood Media. “The tangible, tactile nature of brick and mortar is still viewed as a very real advantage, as is the desire for instant gratification. Further, shopping as a form of entertainment remains important to the majority of people around the world. 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. Those businesses that deliver an elevated customer experience witness greater repeat visits, a greater number of recommendations and longer in-store dwell times.”


According to the survey, US 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 and mortar. However, in-store frustrations remain on consumers’ minds. According to the survey, 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, according to Mood Media.


In the US, those aged 18-24 rate the “atmosphere and experience” to be more important than any other age group, with one in three citing it as a top reason they choose in-store over online shopping.


More info: http://us.moodmedia.com