In-store shopping experiences are still huge assets
While it’s difficult to put an exact number on existing e-commerce retailers in the U.S., one thing is clear: Cousin, business is a’ boomin’. The popularity of e-commerce has spread like wildfire. Roughly 80% of the U.S. population shops online, thanks in no small part to mobile sales, which account for 30% of all e-commerce. This year alone, online shopping is expected to balloon past the $1.5 TRILLION mark.
We’re all familiar with the benefits of online shopping. People are looking for better deals, especially on well-known brands with familiar qualities. And because there are so many e-commerce sites competing for business, consumers feel they have more control. They get to choose exactly what they want, decide what they want to pay and who to pay for it, and then their product appears on their doorstep as if by magic.
So is the rise of e-commerce the death knell of brick-and-mortar retail? As it turns out, no.
Despite the meteoric rise of online retail, 85% of consumers still like to do business the old-fashioned way — in a store, with other real-life people. In fact, most customers actually prefer to shop in physical stores because they can see, touch, and try out a product before they buy it, a luxury generally not afforded by online merchants outside of a “try-it-before-you-buy it” model.
Perhaps more importantly, for many people shopping is more than just the act of spending money. There’s an emotional payoff gained from shopping in a physical location. Shopping is a social activity. People still enjoy getting out of the house and spending time with friends. And let’s not forget the immense satisfaction and instant gratification felt after a good impulse buy. Retail therapy is a thing!
In-store shopping can be experiential in a way that online shopping might never be — at least until we get the whole VR shopping robot thing down. That’s why it’s more imperative than ever for businesses that still rely on brick-in-mortar locations to create memorable in-store experiences for customers rather than haphazardly stocking shelves with products. And in addition to appealing to the senses, these experiences need to start with strategies that help maximize effectiveness.
For the past 20 years, our clients have relied on us to help them produce these kinds of experiences. From the strategic phase to conceptualization to installation, we offer end-to-end expertise to create tailor-made in-store experiences that engage the audience, address customer pain points, and drive sales.
In order to take advantage of the busy Back-to-School shopping season, HP recently enlisted us to create a fully customized store-in-store experience at Nebraska Furniture Mart Omaha that included new flooring, fixtures, overhead signage, and a full complement of merchandising for numerous HP products.