Death Knell for Brick and Mortar Stores? Info Retail Survey Suggests Brands Must Improve Integration To Stay Relevant
18-35 Year Olds Not Impressed With How Stores Inform Them On- & Off- Line
ATLANTA (Jul. 10, 2012) – Today Info Retail, an Atlanta-based strategy and design agency focusing on the control and simplification of buying experiences, released findings from their recent Retail Integration Survey.
It revealed that millennials rely on brick and mortar stores and technology equally to access information or to gain insights about a product they plan to purchase. Millennials (18-35) were twice as likely to use technology to learn about products as consumers over 35 years old. The majority reported that the shopping experience was less than satisfying.
The Retail Integration Survey revealed that 64% of younger adult shoppers are using the web and 65% are using stores for sources of information. This information confirms for retailers that information both online and in the store must be consistent and that retailers must show continuity between the store and the web to keep the interest of young shoppers.
“There’s a big canyon between how the under-35 and the over-35-year old shop,” says Florian Vollmer, Sr. Vice President and Principal of Info Retail. “The Retail Integration Survey allows us to focus on touchpoints that brands use to inform their customers. These results help us discover which of those touchpoints customers truly find meaningful in making buying decisions. The information we gathered from this survey highlights the future of multi-touchpoint customer experiences for brands, retailers and manufacturers.”
The 35-and-older group reported that the integration at each touchpoint was seamless, whereas the 18-35 group felt that the integration needed work. After reviewing this information, Vollmer said, “Younger shoppers have higher expectations for touchpoint integration. There’s a big gap between the expectations of younger and older adult shoppers. These have to be managed to create a successful experience.”
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InReality is a customer experience strategy and design firm. For more than 18 years, InReality has helped its clients understand and improve how customers experience their brand by identifying and shrinking the reality gaps that exist between their brand’s promises and their customer’s actual experiences and expectations. Through a unique combination of strategy, design, execution and analytics services, InReality empowers its clients with measurable and meaningful results and builds stronger, more enduring relationships between brands and their customers.
InReality has worked with leading brands such as Tempur-Pedic, Simmons, The Home Depot, LP Building Products, Bridgestone Tire, Danze and many others to improve how customers experience their brands in retail. The company has appeared on the Inc. 5000 twice, most recently in 2013. For more information, please see www.inreality.com.