We’ve written extensively on the changing landscape of the retail industry and the shift toward a more personalized, interactive in-store experience. A new study has found that the sensory elements in a store can have a significant impact on the shopping experience. These elements also play a role in whether a customer makes a purchase or returns to the store.
In the study, which was performed by Total Retail, researchers surveyed more than 10,000 consumers in 10 countries, including the United States. About 90 percent of shoppers said that they were more likely to return to a store if the visuals, scent and music created an enjoyable atmosphere.
What Makes a Shopping Experience Enjoyable?
Obviously, whether something is “enjoyable” is incredibly subjective, but researchers found a few common threads. First, music. More than half of shoppers said they would not return to a store if the music choices were lackluster. Customers also dislike “mismanaged” music – i.e., too quiet or loud. Nearly half of American respondents said they would spend more time in a store if the music was enjoyable.
Visuals are important aspects of the sensory experience as well. Nearly 60 percent of global consumers reported that in-store video content has had a positive impact on their shopping experience. More than 40 percent reported being directly influenced by digital content displayed in-store.
This study makes it clear that an unpleasant sensory experience can shorten a customer’s shopping trip. It could also deter customers from returning to a store in the future. With retail margins growing thinner, retailers can’t afford to overlook sensory factors when crafting their in-store strategies.
Improving the customer experience can have a powerful effect on retention and sales. A point of sale system is an essential tool in tracking whether your strategy is paying off. Contact Retail Tech to find the POS system that is right for your small business or store.
Retail Tech carries a wide variety of new and refurbished POS equipment. We offer installation and staging, POS printer repairs, and more. If you need help choosing a hybrid POS system, contact our POS systems specialists for help finding the perfect point of sale solution for your small business.