Company News • 31.03.2016

Gen Z and Millennials believe brick-and-mortar stores are highly important

Optimal in-store experience varies by generation: Secrets to mastering the experience

Photo: Gen Z and Millennials believe brick-and-mortar stores are highly...
Source: iModerate

A new research study by iModerate, a progressive insights firm, reveals that most consumers consider it important for retailers to have a physical store, and the first in-store impression is a critical factor in building loyalty. It also uncovers the key factors that contribute to a stellar shopping experience for each generation.

Gen Z and Millennials Are Big on Physical Stores 

In the quantitative portion of iModerate’s study of over 800 consumers, 74 percent said it is important for brands to have a physical location, rather than solely selling online. Interestingly, younger generations tend to feel this way more than their older counterparts. Eighty percent of Gen Zers and 82 percent of Millennial respondents said it is important, compared to 69 percent of Gen Xers and 65 percent of Boomers.

Product Interactions Drive Sales, Loyalty 

One of the biggest lures for in-store shopping is the assurance that comes from seeing, feeling and trying on merchandise, particularly items such as clothing, shoes and cosmetics. This is especially true for first-time buying experiences when brand perceptions are made and loyalty is decided.

“One of brick-and-mortar’s greatest advantages over other channels is that there’s an opportunity for shoppers to interact with products, and that gives them the confidence they need to make a purchase,” said iModerate CMO Adam Rossow. “Retailers can take even small steps to capitalize on these exploratory shopping habits, such as creating close-up experiences with new styles, providing samples and demos, and ensuring there are ample mirrors and fitting rooms.”

Optimal In-Store Experience Varies by Generation 

iModerate found that the in-store experience matters most to consumers when they’re buying high-priced items, buying specialty items (such as a prom dress), buying items they need help deciding on or understanding, when they’re in a hurry and at the holidays.

The study also revealed that each generation is looking to get something different from their store visits: 

  • Gen Z – Seeks the reassurance found through the sensorial. Stores like Charlotte Russe and Forever 21 enable them to try on various sizes and styles that are difficult to perfect online, and brands such as Sephora offer samples and demos.
  • Millennials – Seek efficiency and quality. Many are launching careers and have young families so they need to shop frequently, and favor big-box stores for their ability to quickly find everything they need in one place.
  • Gen X – Seeks an escape and discoveries. With bustling careers and older kids, their life is hectic and they appreciate stores such as Target that offer a getaway through calm music, coffee, etc.
  • Boomers – Seek comfort and space. Many are living on limited incomes, so they like to touch products before buying them and balk at paying for shipping. They also value low music, light scents and seating.

Three Make-or-Break Areas for Big-Box Stores 

Although big-box chains are likely affected by e-commerce more than other types of stores because they sell commodity products, they still appeal to busy shoppers who want quick, one-stop-shopping.

However, iModerate identified three factors that can tip the scales in either direction for big-box shoppers, and lead to different perceptions of the same brand. 

  1. Personnel – Big-box stores are often well staffed, but consumers complain that sales associates lack product knowledge. 
  2. Convenience – Although they carry a wide array of products, consumers find inconsistency with selection, layout, maintenance and management within each store, causing them to spend more time shopping than they’d like. 
  3. Layout – Larger stores with wider aisles allow for easier navigation, but these cavernous spaces can feel cluttered and dirty when not well maintained.

“When it comes to big-box stores, providing a consistent brand experience across every store is essential,” said Rossow. “Retailers should identify the locations that best uphold their brand promise, figure out what consumers love about them and implement those best practices across all of their locations to the best of their ability.”

More information on the study findings can be accessed at www.info.imoderate.com.

Source: iModerate

related articles:

popular articles:

Thumbnail-Photo: Good news for brick and mortar retailers
08.03.2019   #brick and mortar retail #in-store marketing

Good news for brick and mortar retailers

71 percent of shoppers are spending more in-store than online

Both men and women are spending significantly more in-store than online during a typical shopping visit according to a new report, by First Insight, Inc. The company, which recently surveyed consumers on shopping habits, purchase behavior and ...

Thumbnail-Photo: Footwear market expected to grow rapidly
15.03.2019   #trend research #brand management

Footwear market expected to grow rapidly

Application insights, latest trends, developments, and forecasts to 2021

Global Footwear Market is expected to grow at a significant CAGR in the upcoming years as the scope and its applications are rising enormously across the globe. Footwear is a garment worn on the feet to protect and comfort against adversities of the ...

Thumbnail-Photo: Stores with employee background checks favored...
17.06.2019   #security #customer satisfaction

Stores with employee background checks favored

Sterling’s 2019 ‘Retail Industry Screening’ survey

Sterling, expert in background and identity services, today released the results of its 2019 ‘Retail Industry Screening’ survey. An inaugural initiative, the survey examines Americans’ perspectives, experiences and concerns related ...

Thumbnail-Photo: Overspending is common when shopping online
25.06.2019   #online trading #customer analysis

Overspending is common when shopping online

Report on digital spending and its impact on American's credit card debt

About 2 in 5 (42 percent) of consumers admit blowing their budgets while online shopping in the past 6 months, according to new research from CouponFollow, an online couponing platform. The new report surveyed over 1,700 American consumers on their ...

Thumbnail-Photo: Attracting customers to your retail store: location-based marketing...
03.06.2019   #customer satisfaction #digital marketing

Attracting customers to your retail store: location-based marketing

Right people, right place, right time: getting your customers' attention

“Check out this suede jacket that matches your pants and shoes." Once a customer is near the entrance of a fashion boutique, marketers deliver personalized promotions via hologram. After the customer has entered the store, the ...

Thumbnail-Photo: Choosing the right marketplace for your business: A profitable niche...
17.06.2019   #online trading #marketing research

Choosing the right marketplace for your business: A profitable niche product is key

"Platform strategies are critical for success," says Dr. Kai Hudetz of the IFH Cologne (Institute for Trade Research)

Ebay or Amazon, Zalando or Otto? Retailers have many options when it comes to an online marketplace where they can sell their merchandise. Success for retailers hinges on making good choices.Dr. Kai Hudetz, CEO of the IFH Cologne, gives tips on what ...

Thumbnail-Photo: Retailers ask California to preserve customer loyalty programs...
28.03.2019   #customer relationship management #data protection

Retailers ask California to preserve customer loyalty programs

New privacy law becomes applicable in January 2020

The National Retail Federation and the California Retailers Association today asked state officials to preserve popular customer loyalty programs, protect businesses from potentially ruinous financial penalties and address other provisions of a new ...

Thumbnail-Photo: Post-purchase communication: Well-informed customers are happier...
21.05.2019   #customer satisfaction #customer relationship management

Post-purchase communication: Well-informed customers are happier

Shipment tracking options and convenient returns management solutions

Harald Mösel from b.telligent asserts that retailers can set themselves apart from the competition with positive, unique post-purchase experiences. In this interview, he illustrates how companies can utilize post-purchase communication to ...

Thumbnail-Photo: The Guinness Storehouse in Dublin – a powerful customer magnet...
14.03.2019   #customer satisfaction #customer relationship management

The Guinness Storehouse in Dublin – a powerful customer magnet

Brand advertising with taps, creamy whitecaps, and hashtags

Just in time for Saint Patrick's Day, we turn our attention to arguably the favorite drink of the Irish: the iconic Guinness beer. Or, more precisely, the home of the stout: the Guinness Storehouse opened its doors in 2000 right in the heart of ...

Thumbnail-Photo: GfK study: Brick-and-mortar retail in the EU...
14.06.2019   #marketing research #trend research

GfK study: Brick-and-mortar retail in the EU

Highest 2019 growth in Romania and Lithuania

The majority of European consumers are currently subjected to opposing forces. On the one hand, this consists of uncertainty over Brexit, trade conflicts and weaker growth prospects in important export markets such as China. But on the other hand, ...

Supplier

CCV Deutschland GmbH
CCV Deutschland GmbH
Gewerbering 1
84072 Au i.d.Hallertau
iXtenso - Magazin für den Einzelhandel
iXtenso - Magazin für den Einzelhandel
Celsiusstraße 43
53125 Bonn