Study: Consumers love to touch, love music, but long wait lines not so much

July 13, 2017

When it comes to brick-and-mortar shopping, a majority of U.S. consumers, 72 percent, love being able to touch, feel and try products, and the statistic jumps to 78 percent worldwide.

Yet there are still pain points for consumers within the physical storefront, notes a new Mood Media study, "The State of Brick and Mortar: 2017."

"Waiting in line is the top in-store frustration for U.S. shoppers, at 60 percent, with items or sizes being out of stock coming in second (at 47 percent)," stated a press release on the global research that polled 1,000 consumers across nine countries. "One way to combat this? Of those surveyed in the U.S., 77 percent say waiting in line is less dull if music is playing," according to the release.

In fact, music is a compelling element in the shopping experience as 84 percent of U.S. consumers cite the experience as more enjoyable when there is music, 81 percent stated it lifts their mood while shopping, and 70 percent said music plays a role in brand loyalty.

Mood Media commissioned the survey to better understand what influences consumers' decisions to choose brick and 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.

"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 senior vice president of marketing for Mood Media, in the release.

"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 who deliver an elevated customer experience witness greater repeat visits, a greater number of recommendations, and longer in-store dwell times."


Topics: Consumer Behavior, Customer Experience, In-Store Media, Marketing, Merchandising, Omnichannel / Multichannel, Psychology, Retail - General, Shopper Marketing, Stats and Facts, Trends / Statistics

Companies: Mood Media


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