Some traditional retailers are struggling to keep their doors open. Many blame online shopping for the failure of these physical stores, but that is an unfair generalization. In fact, a recent ICSC survey reinforces that consumers still value the experience of shopping in a physical store.
In today’s blog, we pulled together some stats from this study to help you plan your point-of-purchase displays for the upcoming year.
Even if they preview online, shoppers still prefer to purchase in stores.
While online shopping is convenient, about 60% of consumers prefer to shop in stores because they can see, touch, and try on merchandise before making a decision. Plus, even with priority shipping, many appreciate having access to their new items right away.
Believe it or not, in-store shopping dominates among all generations. About 65% of Baby Boomers, 60% of Millennials, and 60% of and Gen X’ers report making most of their purchases in person.
Shoppers like retailers who have an online presence AND a brick-and-mortar store.
Many shoppers like to do research online, then visit brick-and-mortar stores to make the final purchase. 65% of adults say traditional retailers are doing a good job including technology in the shopping experience (a great opportunity for an in-store display!)
When a brick-and-mortar store goes away, online shoppers do, too.
In fact, 26% of shoppers said they feel less comfortable buying from an online store if the retailer closes a physical store near them. Here’s why:
- Physical stores heighten brand awareness, even for online shoppers.
- It might be more challenging to get customer service or make returns.
- A store closing could be an indicator that the retailer is not doing well and might go out of business.
What does this research mean for displays?
In our digital age, don’t underestimate the effectiveness of traditional advertising mediums. POP displays help your products break through the clutter to stand out at the shelf.
To get the most impact, consider modeling your display design after your online presence.
As long as shoppers continue to enter physical stores, POP will hold their power to capture last-minute decisions. Use this to your advantage and bridge the gap between online and brick-and-mortar marketing.