Consumers ‘still prefer the theatre of in-store’
The majority of consumers still prefer the experience of shopping in-store rather than online, new research suggests.
The report, conducted by Mood Media, found that over 60 per cent of retailers expect their footfall to drop or remain the same in 2017. However, the same report highlighted that 77 per cent of customers would pick a bricks-and-mortar store over online if stores provided a more engaging, multi-sensory experience.
The report, which analysed insight from senior directors from international retailers and surveyed 2,000 consumers, also showed a demand for interactive features that provide sensory stimulation to be included in the in-store experience, with particular interest shown by the younger generation of shoppers.