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Mood Media, the global leader in elevating customer experiences, recently launched a global study, “The State of Brick & Mortar”, which reveals consumer insights around the importance of in-store Customer Experience as well as consumers’ in-store shopping behaviours. This unprecedented quantitative study is based on a survey of more than 11,000 consumers in nine countries across the globe, including Australia, China, France, Germany, the Netherlands, Russia, Spain, the United Kingdom and the                                                                                                                 United States.

The survey was undertaken by YouGov on behalf of Mood in order to better understand what influences consumers’ decisions to choose brick and mortar over online shopping, what they most enjoy and don’t about the in-store experience and what most motivates them in the physical store. The study also explores the influence of a store’s atmosphere on the overall shopping experience as well as how consumers are using their mobile devices while shopping.

Some select highlights from the study include:


  • Consumers greatly value the tactile nature of offline shopping


78% of global consumers cite “the ability to touch, feel and try products” as their number one reason for shopping in brick & mortar. Such sensory stimulation is particularly valued in China and the UK, with more than 8 in 10 citing it as their top reason for shopping-in-store.


  • Music is a crucial ingredient

Music proves particularly influential in the in-store experience, with over 80% of respondents asserting that music makes their shopping experience more enjoyable and lifts their mood.


  • The right music creates a deeper connection with the brand

Two thirds of those globally surveyed assert that they feel more connected to brands that play the right music. The majority is composed of the youngest generation, which often appear the hardest to engage, while Baby Boomers are the least likely to feel connected to a brand that plays the right music, despite often being considered as the most loyal customers.


  • Silence is the sound of a missed opportunity

The research finds that there is a direct correlation between the absence of music and negative feeling for consumers, with more than half of respondents globally claiming to feel uncomfortable, angry or depressed when there is no music playing in a shop.


  • Atmosphere matters

When music is partnered with visuals and scent to create a bespoke in-store atmosphere, 61% of global consumers say they’re more likely to “revisit” (71% of those aged 18-24), and 52% say they’re more likely to “recommend the place to others” (61% of those aged 18-24). Furthermore, 61% of 18-24 year olds cited an enjoyable, branded in-store atmosphere would make them more likely to “stay [and shop] in store for longer”.

In nearly all instances across the world, those aged 18-24 rate the “atmosphere and experience” to be more important than any other age group, with one in three citing it is as the top reason to choose in-store over shopping online.


  • Most impulse buys aren’t triggered by accident

When it comes to making unplanned purchases, a third of consumers cite “feeling in the right mood” as their top driver, with younger generations being more influenced by the store atmosphere than older ones.


  • Consumers want to be a part of the in-store experience

According to the study, more than three quarters of Generation Z (18-24 years old in our research) consumers from across the globe assert that they would like the opportunity to influence music played in store.


  • Mobile devices are increasingly used as shopping tools

Mood’s research uncovers an increasing worldwide demand for interactive technology to be incorporated into the in-store experience, with more than half of people surveyed enthused by the possibility of being able to receive redeemable promotions on their mobile phones while in store.

The widespread introduction of mobile promotions would be good news also for consumers in the UK, with bargain-hunting Brits topping the global poll for using their mobile phones to see whether they can find products for a cheaper price elsewhere.

While digital may well be on the rise, this report unmistakably provides evidence that, on a global scale, consumer’s preferences for the in-store experience are influenced by the sensory experiences on offer. Although cultural differences may endure, the demands from consumers appears to follow a global trend – with retailers having a powerful means in their hands to help them keep their customers in-store, rather than online.

To download the booklet to view more comprehensive study results, including more comparisons with other countries’ findings, visit http://moodmedia.co.uk/brick-mortar-2017/


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