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2021 Shopper Survey from Reflect Reveals What Consumers Want from Their Retail Experience October 13, 2021 (0 comments)
Richardson, TX—Reflect Systems, a leader in digital signage for retail, entertainment, and healthcare providers, has released a study examining consumer preferences for both online and in-person shopping. The report, titled “In-Store Shopping: Hiccups & Hangups of 2021,” revealed that while 60% of consumers prefer to do more than half their shopping online, more than two-thirds (67%) of shoppers miss in-store shopping for the ability to interact with products and know what they’re getting. Image: Digital media from Reflect was incorporated into a new James Avery jewelry store design. Watch the full video below.
But consumers also expressed a strong desire for in-store technology that mimics the convenience and benefits of online shopping. This was especially true of 80% of under-30 shoppers, who are more likely to shop in person than online if a store has interactive screens with product information, product comparisons, and/or reviews.
Surprisingly, only 56% of younger Millennials (under 30) prefer to shop online vs. almost 70% of older Millennials (30-44). And in what will no doubt be a relief to retailers, 43% of all shoppers say the Delta variant will not have an impact on how much they shop in person.
“What we’re seeing—to no one’s surprise—is that the factors driving people to shop online are the ease and breadth of features it offers, but consumers are clearly missing key elements of in-person shopping that online retailers simply can’t provide,” said Lee Summers, CEO at Reflect. “Shoppers still want to physically interact with products, but they’ve grown accustomed to the personalized, ‘DIY’ experience of online shopping. This data shows that retailers have a huge opportunity to leverage in-store technology to drive store traffic and revenue by deploying tech that puts customers in the driver’s seat, giving them access to product information at their fingertips.”
Further insights from the study revealed a strong interest in specific technologies that can bring online features to brick and mortar stores. These findings include:
- 56% of respondents said product reviews would be the most helpful feature from online shopping that they would like to see in-store, with price comparison second, at 39%.
- 46% said they prefer a more DIY shopping experience, with self-service options.
- Of those who do the majority of their shopping online, nearly 50% say that informative, interactive displays would be the most enticing feature for them to shop in person, and 83% believe informative digital screens would save time during shopping trips.
“This research clearly illustrates the gaps retailers can and should fill between in-person and online shopping,” said Matt Schmitt, Reflect’s co-founder and president. “Through new innovations, personalized experiences and other unique offerings, brands have a host of solutions at their disposal to enhance in-store shopping trips and encourage customers to keep coming back—simply by giving customers the experience they want.”
The survey polled 1,600 American consumers in mid-August.