9 out of 10 consumers want multisensory shopping experiences, reveals global survey

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17th January 2019 12:36 - Retail

9 out of 10 consumers want multisensory shopping experiences: A global survey of consumers has found that shoppers want more than just a place to buy their retail goods. Instead, they want a multisensory shopping experience combining visuals, music and scent - a combination of which is most likely to encourage 90% of shoppers to revisit a store.

The Mood Media survey of 10,000 shoppers (part of the Elevating the Customer Experience: The Impact of Sensory Marketing global study) sought to understand more about the shopping habits of people from around the world polling consumers from Australia, Benelux (Belgium, Netherlands and Luxembourg), China, France, Germany Spain, the UK and the US.

In the battle of physical retail versus online shopping, it found that 78% of international shoppers would be enticed to visit a traditional retail shop over a cyber-store if it had an 'enjoyable in-store atmosphere'. This was the same for 79% for British shoppers.

The layout of the shop was also an important consideration for UK consumers, with 37% saying it was a pull factor to shopping on the high street - the highest of any other country polled.

Half of all global respondents said that in-store scent when shopping would likely lift their mood and improve their overall shopping experience.

The importance of music

The survey highlighted the importance of in-store music. Eighty-five percent (85%) said that it was key to improving their mood when shopping - as long as it was the right kind of playlist. In fact, so important is selecting the right songs, that 57% said they would be turned off a brand if they got the music wrong in-store. According to the data, almost three-quarters (74%) of Gen Z and Millennial respondents said they like hearing great music in-store.

Digital tech in-store

The survey also found 44% of UK shoppers had noticed interactive content or product info displayed digitally in store and 49% said they would welcome seeing offers on-screen, particularly in clothes shops – creating an ‘omnichannel’ experience.  Globally, 58% said video content could help enhance their experience when shopping in-store. 

Over half of those polled (56%) said the ability to touch and feel garments before buying was the top reason for choosing a physical shop rather than an e-commerce alternative. For over a third of shoppers (38%), having a more personalised experience was more likely to encourage a purchase - the second most popular factor. 

The age groups most likely to enjoy multi-sensory shopping experiences are 18-24-year olds (Generation Z) and 24-35 year-olds (Millennials), according to the poll.

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