June 27, 2017
More than one third of consumers are feeling nothing when shopping in the brick-and-mortar environment, although 20 percent feel "excited," during the shopping experience.
That's according to a new GPShopper study, conducted with research firm YouGov, that examined how consumers, owning a smartphone, felt about their in-store experience.
The "Reality of Retail: Consumer Connection" report, according to a GPShopper blog, also found that just under 20 percent of consumers have "anxiety" in the in-store environment.
"Knowing this, it's not a surprise that many shoppers are headed online before the physical storefront. In fact, when surveying consumers who have a smartphone and shop for fashion and accessories, home décor, sports and outdoor, beauty products, food and grocery, and auto supplies, there were no surprises," stated the blog.
Better news is that under 5 percent indicated they feel bored and about 10 percent were "satisfied."
When it comes to mobile app use in shopping, over half are tapping apps and the web first when it comes to home décor, fashion/accessories, sports and outdoor gear, auto supplies and beauty products.
About 34 percent are going mobile-web first with grocery and food.
"This industry will be important to watch as the digital storefront grows in the next few years," stated the report.
"The retail industry is in turmoil — stalwart stores are closing at record pace and those left standing will be the ones who know the value of listening to the customer and innovating accordingly. We know from our previous research that shoppers value time and convenience over flashy technology," said said Maya Mikhailov, co-founder and CMO of GPShopper, in the blog.
GPShopper's research polled the views online of 1,233 adults, of whom 964 own a smartphone, between May 26-29, 2017.
