Target (Minneapolis) “has set the pace for investing in store design and experience over the past five years, enabling them to deliver the best in-store shopping experience.”
That’s one of the findings of a new survey conducted by ChaseDesign (Skaneateles, NY), which surveyed 1,000 people between the ages of 25 and 54 who were either primary or secondary buyers in their homes.
A summary of survey results also thanks Costco, Kroger and Dollar General for their own investments in creating better shopping experiences. Walmart, meanwhile, made “good headway” on Target by having the best app.
Other key findings include:
• Shoppers see 2022 as the tipping point for self-checkout, with shoppers citing it as the most used technology tool in brick-and-mortar retail. This means that retailers’ merchandising practices must change and adapt in order to support lucrative impulse purchases.
• Self-checkout joins QR codes and retailer shopping apps as the technologies that best contribute to improving the shopping experience. More than two-thirds of shoppers use self-checkout at least occasionally, while 44% use the retailer’s shopping app and 29% use QR codes – all of which are increases from previous years.
• A large majority of consumers, 85%, will shop more in-store in 2022 than last year, compared to 79% who reported an increase in visits in 2021.
“After nearly two years of integrating e-commerce into their shopping habits, shoppers are demanding a new physical store experience that incorporates the digital benefits they’re used to,” said Joe Lampertius, president of ChaseDesign. “It means creating a more convenient, rewarding and fun customer journey in the store.
“For brands, this means maintaining or even strengthening their expertise in e-commerce and omnichannel within the framework of their physical stores. It’s about presenting the right information to shoppers through the use of apps, QR codes, AR and VR and other digital technologies, so that the in-store shopping experience can be as dynamic and convenient than online experiences.