Dive Brief:

• Consumers say retail store experiences are about discovery and community, according to a global survey of 8,000 consumers by Mood Media published last week. More than half of shoppers want a range of items on display for inspiration during their in-store visits, and more than one-third see shopping trips as an opportunity to spend time with friends and family.
• Retailers can enhance shopping trips by creating the right atmosphere. More than 4 in 5 consumers said the right scent was important for their in-store experience, while more than two-thirds said the same for branded music.
• Technology also has an important role to play in enabling consumer discovery. Nearly three-quarters of customers want to use a mobile device to navigate stores, and 71% want access to real-time recommendations as they are guided.

Dive Insight:

A great in-store experience combines the joy of a social experience with the thrill of discovery — along with a bit of exciting tech.

The overarching theme of a great shopping trip is inspiration; physically exploring a brick-and-mortar location offers consumers an experience e-commerce can’t match.

It’s not enough for retailers to simply put their products on display, according to Jaime Bettencourt, SVP of North America & Global Services Sales at Mood Media, said in an email to CX Dive. A great store experience includes interactive displays and opportunities to surprise customers while engaging with multiple senses.

Retailers can group complementary products together to trigger ideas and feature trending products prominently, according to Bettencourt. Lighting, visuals and audio also have roles to play, with more than half of those surveyed indicating that music makes them happy.

Retailers should also recognize the role socialization plays in a great experience. The survey found that more than half of shoppers spent more time in department stores with communal areas, such as a cafe, and nearly as many were inclined to revisit such a store.

Technology can serve as a “wow” factor that brings the store experience together.

“Retailers are using scent, music and other technology to enhance the shopping environment and cultivate openness to new discoveries,” Bettencourt said. “They also leverage product-rich video walls, window displays and checkout screens to boost purchases, extend stays and invite repeat visits.”