Building loyalty in-store in today’s interconnected world

BY Ken Warmington / 23 Mar 2016 / No Comments

Despite the growth of ecommerce and online shopping over the past decade, customer loyalty is still built in-store, according to a new iModerate research report.

The report, while polled more than 800 people, revealed this is especially true for Gen-Zeders and millennials, with 74% seeing a physical store location as important for brands.

According to the study, “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.”

iModerate CMO Adam Rossow added that the importance of the physical location is linked to consumers wanting to interact with products – touch them or try them on – which is often the trigger for purchase.

“Retailers can take even small steps to capitalise 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,” stated Rossow.

The study also noted that having an in-store experience is especially important in the sale of high-priced or speciality products, as well as holiday shopping.

iModerate identified three factors that are important for consumers when purchasing high-priced items:

  1. Staff: It is not only how many staff there are but how knowledgeable they are that makes the difference.
  2. Consistency: The layout, maintenance and selection of products are essential as is the consistency of them.
  3. Layout: Large, well-maintained aisles with easy navigation are considered important.

“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.”



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