After spending so much time at home, consumers are missing brick-and-mortar stores! But they’re also more demanding. Or rather, they’ve become “spoiled” by the conveniences of e-commerce.
The pandemic has accelerated the digital transformation of businesses. But the real winners have been consumers, who now find it much easier to shop.
Now, the progress of the vaccination campaign is accelerating the resumption of in-person business.
However, customers want an experience that’s even better than what they get online. They don’t want to feel like they would have been better off staying home.
So, is your company ready to provide a great customer experience?
In this article, you’ll learn what really matters to brick-and-mortar store customers. You’ll also see data on the in-store shopping experience.
Are you ready?
So, let's get started!
5 Customer Preferences in Physical Stores
Customer experience in brick-and-mortar retail
Customer Loyalty in Physical Stores
Consumer Opinions on Physical Stores
Conclusion
5 Customer Preferences in Physical Stores
Nearly 9 out of 10 customers say that the in-store experience is important when shopping in person.
This is according to a recent survey by Opinion Box, which asked 17 questions to identify customer preferences in physical stores.
We've divided them into 5 groups. Check them out below!
1. Freedom
That’s the word of the moment! Because now it’s safe to leave the house.
So, for about a quarter of buyers, this means, for example:
- Being able to try the products (26%).
- In addition, shopping without being approached by a salesperson (24%).
Do customers have those freedoms in your store?
Next, take a look at other customer expectations when shopping in person.
2. Flexibility
On the one hand, social distancing was challenging and required companies to be highly adaptable. On the other hand, it gave consumers more flexibility when shopping online.
So, these days, many of the people who shop at street vendors also want, for example:
- Buy in-store and have it delivered to your home (9%);
- Free exchange (11%);
- A simple exchange process (12%);
- Pay in installments (15%);
- And a variety of payment options (19%);
- In addition, 27% of customers want a discount for paying in full.
In that sense, does your store have a unique selling point?
So, check to see if it also provides useful information to help you make a purchasing decision.
3. Information
To enhance the value of an experience, you need to provide information. That’s why:
- 14% of customers believe it is important for salespeople to explain products clearly.
- And 7% prefer personalized service.
So, do you agree that information makes a difference in a customer’s decision?
These three points can be addressed through simple measures. All it takes is a little care and, of course, guidance for employees.
Find out now how to provide a more transparent experience!
4. Transparency
Today, customers have a closer and more emotional connection with brands. As a result, customers want clarity on the processes involved so they can engage with them.
It’s no wonder that, in brick-and-mortar stores, for example, some of them consider it important:
- That product prices are clearly displayed (32%);
- The store should always be clean and tidy (18%);
- And that companies have a clear return policy (7%)
After all, excellence is in the details, isn't it?
Now, here’s how to provide a seamless shopping experience!
5. Agility
Last but not least, agility!
The growth of e-commerce has led to faster product delivery—would you agree?
So, a large number of customers also consider it essential:
- Find everything easily in the store (20%);
- Receiving prompt service (19%);
- Faster checkout/payment (19%);
- And also the option for automated payment (6%).
So, do you know how to make small changes at your point of sale to improve the customer experience?
Next, you’ll see some situations that consumers face in their day-to-day in-store shopping. And, of course, the impact these have on businesses.
So don't miss out!
Customer experience in brick-and-mortar retail
Want to know why it’s worth providing a great shopping experience?
The answer is simple.
Customers who have a pleasant experience end up buying more and returning to the store.
And this is reflected in the increase in your company's average transaction value.
In-store customer service
For example, out of every 10 consumers who responded to the survey, nearly:
- 9 have returned to shop at a store because of the good service;
- 8 have already paid more or spent more because of a positive experience;
- 8 people walked into the store to “take a look” and made a purchase after being assisted;
On the other hand, a bad experience drives customers away and can lead to negative reviews.
In this regard, among 10 buyers, approximately:
- 8 have already given up on shopping at a physical store because they had to wait too long to be served;
- 7 people entered the store looking for assistance but were not helped by any sales associate;
- 5 were treated rudely by salespeople at a store;
- 4 have already been discriminated against by salespeople in a store.
So, what kind of situation comes up most often at your company?
Customer Loyalty in Physical Stores
Another benefit of providing a positive shopping experience is building customer loyalty.
According to the survey, 86% of customers have become loyal to a store because of their experience there.
However, there is also the other side of the coin.
In other words, bad experiences lead to negative word-of-mouth and low online reviews.
To give you a clear idea, for every 10 customers:
- 7 have already badmouthed a store to friends after a bad experience;
- 5 people left negative reviews of a store on social media after a bad experience;
- 5 customers complained, but they started buying again because the company resolved the issue.
In addition, 8 people have already decided not to buy because of negative reviews from other customers.
So now you know the facts about the customer experience.
And you can see that it has a major impact on business, right?
If you want more insights to ensure a positive experience for your customers, keep reading.
The final session is dedicated to audience feedback. So don't miss it!
Consumer Feedback from Brick-and-Mortar Stores
There's nothing better than getting to know your customer inside and out.
That’s the only way to improve the shopping experience and build customer loyalty.
That’s why we’ve compiled the key insights to help you come up with great ideas and establish best practices!
More than 80% of customers said the following:
- “Good customer service makes all the difference when choosing a brick-and-mortar store to shop at”;
- “I give priority to stores where I’ve shopped before and had a good experience”;
- “I like having the freedom to browse the store without salespeople approaching me”;
- “A pleasant experience is just as important as price and promotions.”
In addition, between 60% and 80% responded that:
- “I research the store’s reputation before making a purchase”;
- “I like to maintain a relationship with the stores where I shop”;
- “I’m loyal to stores where I’ve shopped before”;
- “The pandemic has changed the way I shop”;
- “When I need to buy a product for the first time, I tend to choose brands recommended by friends or family.”
In addition, between 30% and 60% stated the following:
- “I don’t mind entering my information when shopping at an online store”;
- “I don’t mind receiving communications from a store where I’ve made a purchase”;
- “I make a lot of impulse purchases.”
So, have you thought of any ways to improve things?
Conclusion
In short, the customer experience encompasses everything related to a customer’s relationship with a company. In other words, it includes everything that happens before, during, and after a purchase and consumption.
And you've seen how much of an impact it can have on your business, right?
So, every company has room for improvement. Even those at the top today need to keep listening to their customers if they want to maintain their excellence.
So there’s a lot of work to be done. And there’s nothing better than reliable information for making sound decisions, right?
If you want to evaluate your customers' experience in great detail, you can hire a mystery shopper.
This will give you a clear picture of everything the customer experiences throughout their purchasing journey.
Want to learn more about mystery shopping?
Then click the button below.
