Let's discover together the infographic produced by Mood Media regarding the customer experience and online / offline shopping. The strengths and weaknesses of physical distribution channels are set out, as well as key ideas for successfully integrating digital into a sales strategy.
The physical store, still just as attractive
The store remains very attractive to consumers. Three main reasons for this: the possibility of touching, feeling and trying the product (71%), the possibility of having the product instantly (56%) and the possibility of looking for and discovering new things.
These advantages clearly place the store as an essential element in any distribution strategy. It is then a question of knowing how to value it in the eyes of consumers.
The biggest frustrations in retail
Although the shops are widely appreciated, some frustrations remain. In stores, the first negative element is related to waiting time. Queuing is particularly unpleasant. It's up to you to make sure you value this painful moment. Provide interactive terminals, play music, etc. In short, find a solution to ensure that this “pain point” is transformed into a strong point!
Second frustration for individuals when they do their shopping in stores: the hectic and frenetic atmosphere. Music would make 41% of consumers feel more relaxed. It's up to you to choose the ideal music!
Finally, the last negative point for stores: when an item is no longer in stock or a size is no longer available. It's up to you to circumvent this by offering buyers to order the product directly in store and have it delivered to their home. You can also offer to notify the interested buyer by email or SMS when the product is back on your shelves.
A musical atmosphere facilitates purchases
- 78% of people like to hear music while shopping
- 42% of millennials (people born between the 1980s and 2000s) use Shazam in-store
- For 47% of people, if a store plays music they like, they think it's a brand they can relate to
- 76% of respondents believe that the waiting time is less annoying with music
- For 72% of people, music improves their mood
- For 74% of respondents, music makes the shopping experience more enjoyable
- 39% of consumers would like to be able to influence the music played in-store
With these figures, you will quickly be convinced that music softens morals!
The new consumer remains highly connected
We clearly know that. More and more consumers are trying their hand at “smart-shopping” (intelligent shopping in the sense of trying to find good deals, compare offers, etc.). Thus, they use their smartphone at all times and even more so during their shopping journey.
For example, 42% of millennials use their smartphone when they are in store to get advice from family or friends (36%), to compare prices (34%) or to use social networks (28%) . Have you thought about linking your offline strategy to online marketing actions? In store, for example, offer concrete benefits in exchange for downloading your mobile application (be careful to have a good network)?
The new consumer expects discounts on their mobile
Some industries are more conducive to promotions than others. Thus, in some areas, consumers want to receive special offers on their phone. The 5 sectors where Internet users are most expecting discount coupons are: food stores (72%), clothing and shoe stores (61%), cosmetics stores (47%), household equipment (46%) and restaurants and bars (46%). Depending on your field of activity, take particular account of consumer expectations!
