Retail Reality Check: In-Store Experiences Fall Short of Shopper Expectations
In retail landscape, there’s a significant disconnect between how retailers perceive in-store experiences and what shoppers actually want. A recent study by Retail Systems Research (RSR) and Jumpmind highlights this gap, revealing that while retailers believe consumers love browsing stores, the reality is quite different.
Key Findings from the RSR and Jumpmind Study
The study surveyed 1,100 consumers and 100 retailers, uncovering some eye-opening statistics:
- 88% of retailers believe consumers enjoy browsing stores, but only **69% of consumers agree.
- 7 in 10 consumers appreciate a seamless blend of online and in-store experiences.
- 9 in 10 consumers desire stores that are more fun and easier to navigate.
- Nearly 7 in 10 consumers want to get in and out of stores as quickly as possible.
The Disconnect Between Retailers and Shoppers
Retailers need to understand that their perception of in-store experiences often differs from the actual preferences of their customers. While retailers recognize that most shopping journeys begin online and end in-store, they may overestimate the enjoyment factor of in-store browsing. Shoppers, on the other hand, prioritize efficiency and seamless integration with their online shopping activities.
“Loyalty and rewards programs can also be a source of insights and inspiration,” said Jill Standish, senior managing director and global retail lead at Accenture. “Listening to customers can lead to improvements in-store navigation and product discovery, making the shopping experience more engaging, welcoming and fun.”
Enhancing In-Store Customer Experience
To bridge this gap, retailers must focus on creating enjoyable, efficient, and seamlessly integrated shopping experiences. Here are some strategies to consider:
- Leverage Customer Insights: Use analytics tools and loyalty programs to gather data on customer preferences and behavior. This can help tailor store layouts and services to better meet customer needs.
- Improve Store Navigation: Simplify the store layout to make it easier for customers to find products. Clear signage, intuitive floor plans, and well-organized aisles can enhance the shopping experience.
- Offer Seamless Online-to-In-Store Journeys: Ensure that online and in-store experiences blend seamlessly. Options like in-store pickup and curbside pickup can provide convenience and speed for customers.
- Introduce Innovative Services: Add unique in-store services that online experiences can’t match. For instance, a cafe or a special events area can make the store a more engaging destination.
“Retailers need to think creatively and innovatively about what the future retail store can be, seeing it as not just a place to purchase products but a multipurpose destination that offers a range of different experiences,” Standish added.
The Role of Technology in Enhancing CX
Technology plays a crucial role in enhancing the in-store customer experience. Retailers should invest in digital customer interaction solutions to streamline operations and improve customer satisfaction.
According to Kassi Socha, director analyst of marketing at Gartner, best-in-class retailers have refined curbside pickup options to be faster and more efficient, providing a valuable service for time-pressed shoppers.
But retailers have a significant opportunity
In-store experiences are falling short of shopper expectations, but retailers have a significant opportunity to turn this around. By listening to customers, leveraging data insights, and creatively reimagining the retail space, retailers can create engaging, efficient, and enjoyable in-store experiences that meet modern consumer demands.
Retailers must recognize the importance of blending online and in-store journeys and focus on making in-store shopping as seamless and enjoyable as possible. By doing so, they can enhance customer satisfaction, drive loyalty, and ultimately ensure long-term success in a competitive market.
