According to a recent study by Mood Media titled “The State of Brick and Mortar: 2017”. The study is based on a survey of more than 11,000 consumers in nine countries and sought 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. The study also explores the influence of a store’s atmosphere – including music – on the overall shopping experience.
An overwhelming majority (72%) of U.S. consumers cite “the ability to touch, feel and try products” as their top reason for shopping in physical stores.
“The tangible, tactile nature of brick and mortar is still viewed as a very real advantage, as is the desire for instant gratification,” said Scott Moore, global senior VP of marketing for Mood Media.
The study also reveals that most consumers, especially younger ones value shopping as a form of entertainment. In the U.S., one in three shoppers aged 18-24 rated the “atmosphere and experience” as a top reason they choose in-store over online shopping.
According to the study, one of the top in-store frustrations of shoppers is items or sizes being out of stock (47%). Accurately tracking stock levels to meet consumer demand is critical. Retail POS reporting and analytics can provide vendors and brands with the information and insights they need to optimize inventory and prevent out-of-stocks.
Source: Chain Store Age