Consumers are not paying attention to traditional advertising and aren't very forgiving if a retail experience goes bad.
March 10, 2016
Consumers want and expect an "online" experience in the in-store experience and are way past being impressed by digital cool factors. They also aren't very forgiving if an interaction goes the wrong way.
For brick-and-mortar retailers that means a few things: it's time to get smarter, start using data and get agile, according to InReality’s second Reality of Retail report.
"Shoppers' new expectations of digital technology in-store is one of many shifts changing the role and function of brick-and-mortar stores," states Gary Lee, president and CEO of InReality, in an announcement.
A big consumer demand is self-help digital tech, with 69 percent of shoppers expecting such capability and stating they are more likely to buy in-store when there are self-help kiosks and interactive displays within reach. The figure jumps to 79 percent if the digital self-help tools help them find a specific product, and 75 percent of consumers are more likely to buy in-store if self-help tools allow them to compare product or get price comparisons.
The survey, taken in mid-December 2015 and which polled 682 shoppers across 10 retail categories, also provides insight on the impact of a poor customer experience.
Just 27 percent would give a physical store a second chance after a poor interaction and the number drops to 15 percent regarding a brand or specific product. Online retailers aren't immune to the consumer reaction, with just 16 percent of shoppers willing to give an ecommerce player a second chance after a poor experience.
Retailers may also want to re-assess traditional advertising strategies as consumers polled apparently are finding new brands and products through a variety of means when shopping. Just 18 percent report discovering brands and products through traditional marketing and shoppers are twice more likely to find brands and products while browsing online than through traditional ads.
