Shoppers Want Richer In-Store Experience


After nearly two years of building eCommerce into their buying patterns, shoppers are demanding a new physical store experience that integrates the digital benefits they’ve gotten used to, says Joe Lampertius, president of ChaseDesign, a category growth design agency. “This means retailers need to make digital investments in their stores to attract and retain that returning foot traffic. It’s about having the right information presented to shoppers through the use of apps, QR codes, artificial and virtual reality, and other digital tech so the in-store shopping experience can be as dynamic and convenient as online experiences.” Research from ChaseDesign shows self-checkout joins QR codes and retailer shopping apps as the technologies that best help improve the shopping experience. More than two-thirds of shoppers use self-checkout at least occasionally, while 44 per cent use the retailer’s shopping app and 29 per cent use QR codes – all of which represent increases from previous years. The company says a vast majority of consumers, 85 per cent, will do more in-store shopping in 2022 than last year, up from the 79 per cent of increased visits in 2021. Factors driving the return to physical locations include having the ability to choose products in person, seeing what’s new, and taking advantage of the store staff’s expertise.