Enhancing the In-Store Shopping Experience

rick-and-mortar stores face increasing competition from online retailers. Brick-and-mortar retailers face the challenge of not just attracting customers into their stores but providing them with an experience that keeps them coming back. Enhancing the in-store shopping experience is crucial for retail success in today’s competitive market. To retain and attract customers and differentiate themselves from their online competition, retailers must focus on creating immersive and memorable in-store experiences. 

Eighty-three percent of consumers are more likely to return to your store after a positive in-store experience, according to a report from Raydiant. Additionally, 63% of shoppers will spend more per visit when they have a positive in-store experience, and 63% will support your brand online if you provide a positive in-store experience. Maximizing and modernizing their physical footprint can help brick-and mortar retailers provide enjoyable customer experiences, increase sales, and drive loyalty.

Here’s a look at some strategies to help retailers elevate the in-store experience, engage customers, and deepen customer relationships.

The majority (83.7%) of US retail sales take place in physical stores, according to eMarketer. Retailers that incorporate digital strategies and innovative technologies into their in-store experiences are more likely to win over consumer dollars. Technology can enhance the in-store experience in various ways and help retailers streamline the shopping process, increase customer engagement, and provide added value to customers. 

By leveraging technology, retailers can create a seamless and convenient shopping experience that sets them apart from competitors. Fifty-five percent of US brands and retailers across categories will “definitely” increase their investments in immersive experiences over the next three years, per an Obsess and Coresight Research study exclusively provided to Insider Intelligence. The top immersive experience investment priorities for retailers include data/artificial intelligence-enabled content for personalization, virtual reality/augmented reality-enabled virtual try-on, virtual stores, and social shopping.

Visual merchandising plays a crucial role in guiding customers through the store and highlighting key products. Retailers should focus on creating visually appealing displays that tell a story and evoke emotions. Many retailers are using their stores to offer attractive promotions and showcase new products.

Following its successful use of the front of its stores to promote the sale of holiday merchandise, Kohl’s is continuing to leverage the space to showcase new and seasonally relevant home decor, gifts, and other impulse items that are relevant to seasonal holidays. This year, in-store shoppers will see a bigger extended gifting assortment and holiday assortment at the front of the store as the retailer remains focused on making the shopping experience as easy as possible.

Retail spaces have the unique opportunity to foster community by creating a sense of belonging and connection among customers. This can be achieved through the curation of local products, hosting community events, or creating spaces within the store where customers can relax, meet, and interact with each other. Hosting events and workshops in-store can transform shopping from a transactional experience into a memorable, engaging activity, creating opportunities for customers to interact with products and brands in a meaningful way. 

Product launches, DIY workshops, and in-store dining locations can not only draw customers into the store but also provide them with value-added experiences that can enhance brand loyalty. Walmart plans to grow the number of its locations that have in-store poke restaurants through its partnership with Uncle Sharkii Poke Bar. The expansion of the poke restaurant at Walmart comes at a time when retailers are adding more made-to-order and ready-to-eat foodservice offerings to meet consumers’ hunger for food-for-now options.

In today’s competitive retail landscape, creating engaging and enjoyable in-store experiences is essential for attracting customers and increasing sales. By prioritizing the in-store experience, retailers can build loyal customer relationships and set the stage for long-term retail success.

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