Bricks & Mortar
- Written by
- Deepika Sulekh
Shopping beyond the screen still essential
Instore vs online shopping remains a contentious topic. The constant evolution of eCommerce (and not to mention recent events) has made online shopping easier, accessible and of course, convenient. However, although consumers can shop from literally anywhere, and even with the surge in eCommerce capabilities and various technologies, research affirms the majority of people still prefer the tactile experiences offered by bricks and mortar stores.
Whilst our physical stores have taken a few hits in recent times, the experience is far from dead. According to a recent Retail Dive consumer survey, the ability to see, touch and feel products before buying ranks among the top reasons consumers choose to shop instore.
Online was already growing, and that’s only accelerated post- pandemic, but instore shopping experiences have remained irreplaceable, and there will always be aspects that can’t be replicated through screens.
Social interactions
CEO of Retail NZ, Greg Harford reveals the most important motive for visiting bricks and mortar stores is the social aspect.
“Shopper’s value the social interactions of going instore, whether it’s with their friends and family, staff, or just connecting with the community,” says Greg. “Physical spaces bring people together in ways that the internet can’t – one of the key strengths of bricks and mortar stores.”
Nowadays, what people are after more than anything is a holistic experience – getting together with friends, going out for coffee, a stroll around the mall, and turning it into a day out instead of a few moments in front of a screen.
Our regions boast great shopping experiences with town and city centre shopping featuring top brands, iconic New Zealand design, souvenirs, boutique fashion, adventure sports and so much more.
A weekend visit to the local market, and a stop in at one of the many cafes or an art gallery along the way, is common practise for many.
Personalised shopping experiences One of the key services not available online is a personalised experience. Whether it’s through product curation, personal styling, instore engagement or customer relationships. Stores can create a memorable customer experience, making shoppers feel special and reduce the uncertainty they have online.
“eCommerce is seen as complementary to stores, mainly with a transactional focus, where the emphasis is just on the sale,” says Greg. “Bricks and mortar, on the other hand, fulfil a psychological need of being connected, engaged with the community, and just carrying out a favourite activity.”
Even with the rise of modern online customer service tools, nothing beats face-to-face customer service. Sure, online reviews and descriptions can help, but interacting with a knowledgeable salesperson is far more effective – someone who understands the products, can offer convenience, instant attention, and great customer experience.
Changing shopping habits
By the time we walk into a shop, we’ve probably seen something on social media, scanned the reviews and done our research before choosing what to buy. In response, stores are reworking their strategies to meet these changes in consumer preferences and trends.
Product curation reduces the choices shoppers have and avoids overwhelming customers by providing just a few select options – taking the guesswork out of what to buy.
Of course, some still enjoy taking the time to browse, enjoy the music and just linger, which is known to give people a positive psychological boost. People also commonly fantasise as they browse, increasing the chance of impulse buying, which doesn’t happen as often online.
So, rethinking store layouts to encourage social distancing whilst being stimulating at the same time, is a key to encouraging here-and- now purchases – something many retailers are intent on fostering, affirms Greg.
Omnichannel shopping experiences According to Shopify, retailers experience a 190%+ increase in revenue when they sell on more than one channel, so there’s a high chance people combine online and instore shopping. Often people visit a store before making a purchase online (and vice versa), use click and collect, curbside pickup, and other methods. So, in today’s modern shopping times, it’s essential that we give people the option to get their hands on their products in the most convenient way possible.
“Omnichannel is definitely the way to go,” agrees Greg.
“As important as it is to push online for marketing and generating awareness, you shouldn’t ignore your offline space. The key to a great customer experience is making it as easy to navigate and as seamless as possible.”