Consumer Trend: Individual Experience Shopping
Shop online or browse the stores? Why do I have to decide? That’s what European consumers think. They wish to have a mixture of the speed of the internet and the service of traditional retail. Topics such as exchanging or returning goods at the store which were bought online and the option of a pick up station for online orders are the services that 70-80% of the consumers expect from retailers. Also, the digital order options at the POP for products that are out of stock are highly valued because people want to choose from the same product variety they find online. On the other hand, customers are not impressed with digital gadgets that add no value. Digital dressing rooms and clothes hangers that are linked to social media are not the consumers’ favourite. Nevertheless, the customer wants to have a great shopping experience at the point of sale. The art of the retailers is to know their customers well and tailor the digital signage investment to their target group. The custom-made digital shopping at the POP is the trend of tomorrow. The pillars for success of the retail sector are individualisation, service and experience. If a customer is attracted by the staging of the sales area and products, finds complementary recreational activities on site that get him involved, if he experiences a high level of service that includes a positive atmosphere, he will not only get informed at the store but also make the purchase.