{"id":9885,"date":"2019-01-16T11:10:59","date_gmt":"2019-01-16T11:10:59","guid":{"rendered":"https:\/\/neighbourhoodretailer.com\/?p=9885"},"modified":"2019-01-18T11:02:29","modified_gmt":"2019-01-18T11:02:29","slug":"sensory-experiences-drive-9-out-of-10-shoppers-back-to-stores","status":"publish","type":"post","link":"https:\/\/neighbourhoodretailer.com\/sensory-experiences-drive-9-out-of-10-shoppers-back-to-stores\/","title":{"rendered":"Sensory experiences drive 9 out of 10 shoppers back to stores"},"content":{"rendered":"
9 out of 10 shoppers say they are more likely to revisit stores that leverage music, visuals and scent, according to new research.<\/strong><\/p>\n A recent survey\u00a0from Mood Media reveals consumer attitudes toward the in-store customer experience as well as in-store shopping behaviours. The report, entitled\u00a0 \u201cElevating the Customer Experience: The Impact of Sensory Marketing,\u201d found that 78 percent of shoppers\u00a0globally say an enjoyable in-store atmosphere is a key factor in their decision to choose in-store over e-commerce.<\/p>\n A follow-up to Mood Media\u2019s 2017 State of Brick & Mortar <\/u>report, the new\u00a0study\u00a0was undertaken by Walnut Unlimited, the\u00a0global\u00a0market research agency specialising in neuroscience and behavioural psychology and economics, and surveyed more than 10,000 consumers across 10 countries worldwide including Australia, Benelux (Belgium, the Netherlands, and Luxembourg), China, France, Germany, Spain, the United Kingdom and the United States.<\/p>\n In addition to examining recent shifts in consumers\u2019 impressions and expectations of in-store retail, the 2019\u00a0study\u00a0explores the impact of a store\u2019s atmosphere \u2013 including sensory elements \u2013 on the overall shopping experience, as well as what drives certain customer behaviours, such as revisiting a store or making a purchase. The\u00a0study\u00a0also explored customer insights across six different sectors: banks, beauty, fashion, grocery, pharmacy and quick service restaurants (QSR).<\/p>\n Some additional highlights of the\u00a0study\u2019s key\u00a0global\u00a0findings include:<\/p>\n The report also uncovers differences in the ways shoppers around the world respond to the in-store atmosphere, finding that consumers in China and Spain most positively react to an enjoyable in-store environment. While 90 percent of consumers across the globe are likely to revisit a store if it has an enjoyable atmosphere, those numbers are even higher in China and Spain (93 percent and 95 percent respectively). And while scent was found to have a strong impact on shoppers in all of the countries surveyed (65 percent\u00a0globally), it was most memorable in Spain, with 85 percent of Spanish shoppers recalling they had noticed a store having a pleasant scent.<\/p>\n Shoppers in China and the US had the strongest reactions to in-store music, with 65 percent of people in both countries saying they have recently enjoyed listening to music in-store.<\/p>\n The report also found that Generation Z (those aged 18-24) and millennials (25-34) offer an enticing opportunity for retailers, with these generations being the most affected by sensory experiences across the board. 74 percent of those surveyed within this age bracket said they had responded positively when music they liked was playing in-store. Specifically, they remember music lifting their mood or staying longer in-store as a result of enjoying it.<\/p>\n Younger shoppers are also most likely to share their in-store experiences on social media – with 45 percent of those aged 25-34 and 41 percent aged 18-24 saying they\u2019d previously shared their experience via this medium.<\/p>\n\n