Brick & Mortar Retailers – Still the Desired Destination for Shoppers

Great news from a recent study by Synqera, where results show that more than two-thirds of Americans prefer to shop in traditional, brick and mortar stores than online commerce sites. The survey found that shoppers gravitate towards retail locations that offer more customized shopping experiences, but the dreaded “checkout” remains the number one pain point for 73% of U.S. consumers.

Personal service is a big factor that drives customers to brick-and-mortar retail stores, Synqera found 80% of shoppers say they’re more likely to shop in a store that provides a customized experience for them.  Custom coupons at checkout was a requested by over 76% of respondents.

Two-thirds of consumers are more likely to shop in a store where they receive personal suggestions while shopping.  While 75% make more purchases if they are in a good mood while shopping.

Take heed and make certain your salespeople actively engage with customers, greeting them when they enter, suggesting add-on products to go with what they’re purchasing, or offering advice and insights. (This is a great way to combat showrooming – if customers know they can get the info they need from your sales staff, they won’t have to turn to their phones to look it up and possibly find the product somewhere else for less).

Showrooming is very real and very damaging for retailers that can’t easily compete with e-retailers.  In an effort to combat it, insights like those that Synqera found can help to pinpoint where retailers should focus their time, money and innovation, even in the most unlikely or obvious places, like the checkout line.

There are also ways to make suggestions without salespeople. For instance, you can display groups of products that complement each other together, such as a camera with accessory battery packs, straps and cases. You can use signage to suggest “Buy two, get a third free,” “Check out our sales items in the back of the store” or “Sign up for our email newsletter and save $5 off your next purchase.” You get the idea; suggestive signage both inside and outside the store becomes crucial to sales success.

Suggestions help engage the customer with your store.   The more actively engaged the customer is inside your store, the better they feel about shopping there.

Synqera_Brick&Mortar_customer_experience_infographic

Brick & Mortar Customer Experience Infographic

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