News

Brick and mortar remains prime experience aspect in building loyalty

The initial in-store retail experience is critical in developing customer loyalty.

April 1, 2016

The initial in-store retail experience is critical in developing customer loyalty and consumers believe it's important for retailers to have a physical presence.

A new iModerate research report, which polled over 800 consumers, reveals 74 percent view a physical store location as important for brands, with a good majority of those being Gen Zers and millennials.

"One of the biggest lures for in-store shopping is the assurance that comes from seeing, feeling and trying on merchandise, particularly items such as clothing, shoes and cosmetics. This is especially true for first-time buying experiences when brand perceptions are made and loyalty is decided," stated an announcement on the study.

The desire for a physical location is tied to consumers wanting to touch and interact with products, according to iModerate CMO Adam Rossow. That interaction is the trigger for a purchase, he noted.

"Retailers can take even small steps to capitalize on these exploratory shopping habits, such as creating close-up experiences with new styles, providing samples and demos, and ensuring there are ample mirrors and fitting rooms," stated Rossow.

The in-store experience is especially critical when it comes to high-priced products, specialty items and holiday shopping, notes the study. Here are some additional findings:

• Gen Z – Seeks the reassurance found through the sensorial. Stores like Charlotte Russe and Forever 21 enable them to try on various sizes and styles that are difficult to perfect online, and brands such as Sephora offer samples and demos.
• Millennials – Seek efficiency and quality. Many are launching careers and have young families so they need to shop frequently, and favor big-box stores for their ability to quickly find everything they need in one place.
• Gen X – Seeks an escape and discoveries. With bustling careers and older kids, their life is hectic and they appreciate stores such as Target that offer a getaway through calm music, coffee, etc.
• Boomers – Seek comfort and space. Many are living on limited incomes, so they like to touch products before buying them and balk at paying for shipping. They also value low music, light scents and seating.

iModerate identified three experience factors come into play for consumers buying high-priced items:

Personnel – Big-box stores are often well staffed, but consumers complain that sales associates lack product knowledge.

Convenience – Although they carry a wide array of products, consumers find inconsistency with selection, layout, maintenance and management within each store, causing them to spend more time shopping than they'd like.

Layout – Larger stores with wider aisles allow for easier navigation, but these cavernous spaces can feel cluttered and dirty when not well maintained.

"When it comes to big-box stores, providing a consistent brand experience across every store is essential," said Rossow. "Retailers should identify the locations that best uphold their brand promise, figure out what consumers love about them, and implement those best practices across all of their locations to the best of their ability."