Engaging Shoppers In-Store

As the end of 2023 draws near, brands and retailers are addressing strategic plans and 2024 marketing initiatives. Shopper insights provide valuable information for these planning efforts, reinforcing successful strategies and shedding light on areas for innovation and improvement. How has the in-store shopping experience evolved over the past year? What challenges and opportunities lie ahead? The Path to Purchase Institute’s July 2023 “Engaging Shoppers In-Store” survey, conducted in collaboration with Mood Media, gathered responses from 1,000 shoppers varying in age from 18 to 56 and income levels from less than $35,000 to $150,000 or higher. The qualifying participants reported shopping in-store in one or more categories of interest, ranging from grocery, health and beauty and department stores to fashion/clothing stores, luxury, quick service/fast food, specialty stores and automotive dealerships. This report shares insights on in-store shopping habits and drivers, including in-store physical and digital details influencing shopper satisfaction. The report also highlights opportunities for brands and retailers to capitalize on consumer shopping habits and expectations to increase in-store shopper engagement. In-Store Shopping Habits Similar to shopping patterns recorded over the past few years, the survey respondents reflect a combination of in-store and online habits. In-store-only shopping accounts for more than 32% of shopping practices across categories, with 52% of respondents saying they shop in-store only at grocery stores. This is closely followed by quick-service/fast-food restaurants at 47% in-store only. Despite the evolution of shopping options in the automotive industry, it is interesting to note that 69% of shoppers say they have visited a car dealership within the last year. Consumers shopping in-store seem to be organized, focused and time-conscious. Forty-four percent or higher across categories said they know exactly what they are looking for and try to spend as little time as possible inside the store. This suggests brands need to grab shoppers’ attention before they head in-store, so consumers are confidently looking for their products. In fact, three out of five shoppers say they often seek out brands in-store after seeing their ads online. While a higher percentage of shoppers seem to take the focused approach, other respondents admit to taking time to browse while in-store no matter their intended purpose, and some approach shopping with a vague sense of a list and time allotted for browsing. It is relevant to note that male shoppers are significantly more likely than their female counterparts to say they try to spend as little time as possible inside stores, across nearly all categories. In-Store Shopping Drivers Despite the tech-driven state of the world, there is still a desire to see and touch products in person. According to 52% of respondents, the ability to see products in person and engage in hands-on interactions is the most common reason for in-store shopping. Other motivations for consumers to visit physical stores are to discover new products (37%), to enjoy shopping with friends and family (36%) or for a sense of instant gratification (35%). Some respondents also consider it easier to navigate and find products in-store vs. online (35%). Male shoppers and those with higher household incomes were more likely to reference ease of navigation, the overall in-store atmosphere, the ability to learn about available brands and interactions with shop staff as driving factors for in-store shopping. These connections to the physical store reinforce the need for brands and retailers to continue to invest in in-store enhancements. From refining floor plans to support ease of navigation and intuitive wayfinding to enhancing the sense of discovery, amping up the overall experience for learning, entertainment and enjoyment remains valuable for capturing consumer attention. Other important drivers influencing the decision to visit physical retail include everything from the scents and sounds within a store to technology integration. Consumers are also interested in the sustainable practices of retailers and the scheduling of brand-relevant or community events. All of these factors were considered very or extremely important by at least 50% of respondents. Sixty-five percent identified the pleasant scent of the retail environment as impacting their decision to visit a physical store. Likewise, an overpowering or unpleasant scent was cited by 39% of respondents as a cause for avoiding or leaving a shop. A lack of product information, the visual appeal of the store and the noise levels, both too loud and too quiet, were also referenced as reasons to avoid or leave a retail setting. In-Store Experience As seen with the responses to the in-store shopping drivers, there are numerous factors that influence the in-store shopping experience. Furthermore, these drivers confirm there are opportunities for brands and retailers to improve the customer journey and create a deeper connection with shoppers. Information and messaging play an important role in the customer journey. Four out of five shoppers say they enjoy seeing or hearing about available products while in-store. In fact, the information conveyed during a shopping trip may impact a purchase. Forty-five percent of respondents (down from 59% in 2022) said they may consider a purchase during their current shopping trip while 34% (up from 25% in 2022) confirmed the information may impact a future trip. Of the surveyed shoppers, three out of five appreciate in-store information or messaging highlighting new products they haven’t heard of before. This supports the sense of discovery noted as a driver for in-store shopping. Likewise, a similar proportion of respondents say in-store messaging reminds them of products they have considered purchasing. When contemplating the right messaging to connect with consumers, there isn’t a clear answer. From sales/promotional offers, information relevant to the current trip, and eye-catching ads to product reminders or sources of inspiration, different messages resonate with different shoppers. It is relevant to note that responses indicate a decline in the impact of promotional/sales messaging year-over-year. And promo messages tend to have a greater impact on women compared to men. The attention of men and respondents with mid- to high-income households is more likely to be captured by content related to their current shopping trip. Brands and retailers have numerous options for in-store message delivery, but what tools and tactics grab shopper attention? In addition to once again referencing the importance of the scent of the store, respondents say they most often notice brand displays in aisles, walkways and endcaps or on shelves. These static physical elements rank higher than a variety of content on TV screens or digital displays. Digital content is still influential, and Millennials, women and shoppers with higher household incomes are more likely to say they notice content on TV screens or digital displays. Video ads on TV screens, informational or inspirational content on TV screens and digital screens/displays at checkout appear to have the greatest impact on purchasing an item, either in-store or online. Meanwhile, brand displays in aisles, walkways or on endcaps may have a stronger impact on in-store movement. These displays are noted to persuade a shopper to locate a product in-store and consider purchasing it. A wide variety of tactics also encourage impulse shopping. From brand displays on shelves, in aisles, walkways or endcaps, and video ads on TV screens to seasonal or inspirational table fixtures featuring multiple products, brands and retailers have options for tapping into consumer impulses. In order to support the desire for ease of shopping in-store, respondents expressed a greater interest in a mobile app for mapping/navigation, self-serve kiosks and QR codes. While shoppers are more familiar with these technologies due to current availability and use, these insights reiterate the desire to move through stores effectively and efficiently with easy access to information or answers to questions. Focus: Grocery Stores Across categories, it is not surprising that grocery stores rank highest for in-store and online shopping over the course of a typical month (81%). Furthermore, this category represents the greatest percentage of in-store-only shopping by respondents (52%). When evaluating the in-store shopping experience at grocery stores/supermarkets across a variety of influencers, consumers highlighted ease of in-store navigation as a top-performance area with 64% of respondents rating it as good or excellent. Shoppers also ranked overall ambiance/atmosphere (55%) and the ability to customize the shopping experience (52%) as favorable. A nice scent (48%) and pleasant music/sound (46%) were additional positive factors noted. Diving deeper into consumer expectations, respondents were asked what features contribute the most to an enjoyable in-store atmosphere. Pleasant music/sound, access to free Wi-Fi and a nice scent topped the list. In fact, more than half of grocery shoppers say pleasant music/sound in-store would make them feel happier while shopping. A similar percentage of respondents referenced the power of a nice scent saying it would motivate them to revisit the store. Access to free Wi-Fi also provides the draw for a return visit as well as interactive kiosks to order products not available in-store. Digital displays and video present opportunities for grocery stores looking to deepen shopper engagement. Approximately 36% of respondents believe in-store digital displays and videos demonstrating how to combine multiple products, such as making a recipe, would be valuable. In fact, the respondents showed a general interest in a variety of content offerings via digital display and video. With grocery stores already capturing in-store shoppers, there is a captive audience for increasing engagement. From scent and sound to visual attention grabbers, sensory stimulation seems to be key to creating positive engagement and elevating the grocery shopping experience. Focus: Health & Beauty The ever-evolving health and beauty category is a mainstay of shopping needs for many consumers. In a typical month, 53% of respondents noted shopping for health and beauty products in-store or online with 38% of consumers shopping in-store only. Health and beauty retailers seem to be in tune with the desired in-store experience of their shoppers. When evaluating the retail environment across a variety of dimensions, respondents identified scent (64%), ease of navigation (63%), overall ambiance (61%) and pleasant music/sound (60%) as top performance areas. Shoppers’ satisfaction in this category is influenced by a variety of factors, but a nice scent (43%) and pleasant music/sound (39%) are considered highly important, similar to other shopping categories. Nearly two-thirds of health and beauty shoppers admit to feeling happier in-store due to pleasant music or a nice scent. Personalization rises in the ranks for health and beauty shoppers. The ability to personalize the shopping experience and specific products contributes to greater shopper enjoyment in this category. Men in particular note the desire for screens with engaging and useful information, an area to relax and audio or video advertising as adding to an enjoyable in-store atmosphere. For retailers looking to boost online sales in-store, nearly half of respondents said in-store audio or video advertising would motivate them to consider online purchases later. Health and beauty customers seem open to information and advice, presenting an opportunity to leverage digital displays and video to deepen in-store engagement. Over half of health and beauty shoppers find value in digital displays or video showing product benefits or comparisons and content demonstrating how to combine multiple products available in-store. Focus: Specialty Stores The unique needs and interests of today’s consumers are often best served with specialty stores. That is why this shopping category ranks high in monthly shopping, ranked third in our survey after grocery stores and quick-service/fast-food restaurants. Each month, 53% of respondents shop in-store or online at specialty brands and retailers, with 39% shopping in-store only. This provides brands and retailers with opportunities to make the in-store experience as nuanced as the products and their shoppers. When rating the in-store shopping experience, ambiance (62%) and ease of navigation (61%) top the list for specialty store shoppers. These aspects of the experience are closely followed by satisfaction with the nice scent and pleasant sounds of the store. It is not surprising that specialty store shoppers are looking for customization. The ability to personalize the experience and specific products to suit their needs are the primary contributing factors to creating an enjoyable in-store experience. It is particularly important to Gen Z and Millennial shoppers in this category. Brands and retailers looking to deepen connections with their shoppers should focus on sensory stimulation. Approximately three out of five shoppers admit that pleasant music or sound and interactive digital screens would motivate them to explore a store longer. Furthermore, interactive digital content would encourage them to revisit the store. Other digital enhancements to consider are interactive kiosks. Fifty-four percent of shoppers note access to kiosks would motivate them to consider purchasing while in-store. When planning for content creation, brands and retailers have an opportunity to capture attention with digital displays or videos showing product benefits or comparing products as well as content showing how to combine multiple products. More than 50% of respondents consider this type of product information valuable and engaging. Digital content featuring brand ambassadors (45%) or highlighting the retailer’s sustainability initiatives, corporate responsibility and charitable causes (44%) was also of interest to specialty store shoppers.