Forced isolation has given consumers a new experience: when you can't go to an offline store, you have to shop online, even if it previously seemed something new and unfamiliar. As a result, the ratio of "live" and virtual sales has significantly changed in favor of the first. Epson experts conducted a large-scale survey and found out how to bring customers back to the physical stores. We have made a summary of this work for you.
The point of no return has been overcome, and now the only thing of value to offline consumers is their impression and emotional experience of the buying process. More specifically, 75% of respondents from Europe are willing to change their buying behavior if the store offers a more interactive environment.
The Experimental Futures research showed that 75% of respondents would be happy to return to "live shopping" if retailers equipped outlets with elements of an interactive environment.
Thus, modern technology can positively affect the volume of traffic in retail outlets. Prospects for development in this area are also positively assessed by Statista experts. They note that the European retail market showed intensive growth after May 2021. Thus, compared to April 2020, total retail sales increased by 284%.
If you can provide a comfortable chain of interactive experiences (self-service checkouts, virtual dressing rooms, in-stock displays, and so on), consumers will be more excited to visit your retail spaces.
The research also revealed a high value of immersion solutions. That is the introduction of VR (virtual reality) and various practical elements of communication between the customer and the product. A modern approach to organizing retail spaces is critical for young shoppers. Thus, the study found that 7 out of 10 millennials, which is about 67% of respondents are much more likely to buy in the offline store, which is equipped with experimental elements.
But strangely enough, a similar stance is taken by older adults, as well: 65% of respondents from Generation Z, and also 58% of Generation X, and surprisingly, 52% of "boomers".
Epson's research shows that audiences want to see more interactive digital environments. Popular options that are already actively spreading in the European market are, for example, 3D mapping or a gesture/movement control system.
That is, retailers are advised to pay attention to digital technologies that help to evoke positive emotions in the retail space. The more admiration and vivid impressions you evoke, the longer the customer will stay inside. And also, the more time the customer spends in the store, the higher is the probability of visiting again... and making a purchase.
Ukrainian brands step by step are beginning to adopt the world experience, and retailers are beginning to realize how modern technology can qualitatively change the interaction between the client and the product.
Boldly embrace the power of digital technology and bring retail spaces to life. Create comfortable and modern environments, and then no eCommerce will replace a visit to an offline store for your customers.
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