What’s in store for in-store experiences

As digital advancements continually change the face of shopping, the in-store customer experience remains a critical touchpoint for consumers, brands and retailers. While a growing number of shoppers are incorporating e-commerce into their shopping routines, physical stores offer an opportunity for brands to engage shoppers with the unique in-store experiences they seek.

CPG brands in particular are well positioned to create immersive retail experiences that blend the convenience of digital tools with the tangible benefits of shopping in-store. Research from 84.51° reveals that shoppers are seeking an enhanced retail experience that makes shopping easier and more experiential, with more opportunities to connect and engage.

Understanding the in-store experience

The in-store experience encompasses everything a customer encounters from the moment they enter a store until they leave. This includes product displays, customer service, store layout and the overall ambiance. A positive in-store experience can lead to increased customer loyalty, higher sales and a stronger brand image.

The in-store experience offers many unique benefits that online shopping cannot replicate. In addition to the tangible interaction of being able to touch, feel and try products, shoppers can walk away with their purchases without having to wait for shipping or delivery. Stores can also engage shoppers in truly immersive retail experiences such as interactive displays and demonstrations that engage them in a hands-on manner.

The role of brands in stores

Brands influence consumer behavior significantly through strategic product placement, promotions and in-store advertising. By collaborating with retailers, brands can enhance the shopping experience by making it more engaging and convenient. One way to foster customer engagement in a physical retail location is to connect with shoppers through the retailer’s digital app. Our research found that many consumers currently use grocery store apps to find digital coupons (53%), savings (45%) and items in-store (23%).

Strategies for brands

Brands can implement several other strategies to enhance in-store encounters and give customers what they want from their grocery experience. They include:

• Product placement and merchandising: Effective product placement and eye-catching displays can draw customer attention and increase interest. Utilizing end caps and creating special sections for promotions can highlight new or seasonal products.

• Interactive and engaging displays: Digital signage and interactive displays such as digital kiosks and product demos can create an engaging shopping experience that allow customers to learn more about a brand’s products and services. Innovations like smart carts that calculate costs in real-time and allow customers to skip the checkout line are of interest to 38% of shoppers.

• Personalization and customization: Personalized experiences can significantly enhance customer satisfaction. Using customer insights to offer tailored product recommendations, personalized digital coupons (which 70% of shoppers find appealing) and personalized promotions can create a better shopping journey that’s relevant and meaningful to customers.

• In-store events and promotions: Hosting in-store events such as tastings, product demonstrations and promotions can attract customers and encourage them to try new products. According to our survey, 33% of shoppers are interested in more taste-testing stations and product demonstrations.

Technology integration in physical locations

Integrating technology into the shopping experience can make it more convenient and enjoyable. For instance, digital screens on shelves displaying ads, nutritional labels and promotions interest 25% of shoppers. Additionally, using apps to enhance the shopping experience – like finding items or discovering deals – can keep customers engaged.

What’s next for the in-store experience?

The future of in-store shopping will likely see an increasing blend of digital and physical elements. Trends such as smart technology, personalized shopping experiences and sustainability will shape the retail landscape. For example, 71% of shoppers are interested in universal coupons usable across retailers and 70% would like auto-loaded personalized digital coupons.

Giving customer what they want

Brands have a significant opportunity to enhance the in-store shopping experience through innovative strategies and advanced technologies that create a unique and meaningful encounter. By focusing on personalization, interactive displays, effective merchandising and integrating new technologies, they can create a more engaging and satisfying shopping experience for consumers. Collaboration between brands and retailers will be key to driving these improvements and meeting the evolving needs of shoppers.

Learn more about shoppers’ desires and the in-store experience

As brands and retailers plan for the future of grocery shopping, it’s crucial to understand what shoppers are seeking from their retail experiences. Our Consumer Digest offers insights into shopper purchasing behaviors and preferences to help brands create unique retail experiences that build customer loyalty by meeting their wants and needs.

To learn more about how grocery shoppers would like to see their in-store experiences enhanced, read the full report.