Special Report
In Collaboration with
Engaging Shoppers In-Store
By Jenny Rebholz
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Our proprietary research provides insights on in-store shopping habits and drivers, as well as the overall in-store experience.
Similar to shopping patterns recorded over the past few years, the survey respondents reflect a combination of in-store and online habits. In-store-only shopping accounts for more than 32% of shopping practices across categories, with 52% of respondents saying they shop in-store only at grocery stores. This is closely followed by quick-service/fast-food restaurants at 47% in-store only. Despite the evolution of shopping options in the automotive industry, it is interesting to note that 69% of shoppers say they have visited a car dealership within the last year.
Consumers shopping in-store seem to be organized, focused and time-conscious. Forty-four percent or higher across categories said they know exactly what they are looking for and try to spend as little time as possible inside the store. This suggests brands need to grab shoppers’ attention before they head in-store, so consumers are confidently looking for their products. In fact, three out of five shoppers say they often seek out brands in-store after seeing their ads online.
In-Store Shopping Habits
As the end of 2023 draws near, brands and retailers are addressing strategic plans and 2024 marketing initiatives. Shopper insights provide valuable information for these planning efforts, reinforcing successful strategies and shedding light on areas for innovation and improvement. How has the in-store shopping experience evolved over the past year? What challenges and opportunities lie ahead?
The Path to Purchase Institute’s July 2023 “Engaging Shoppers In-Store” survey, conducted in collaboration with Mood Media, gathered responses from 1,000 shoppers varying in age from 18 to 56 and income levels from less than $35,000 to $150,000 or higher. The qualifying participants reported shopping in-store in one or more categories of interest, ranging from grocery, health and beauty and department stores to fashion/clothing stores, luxury, quick service/fast food, specialty stores and automotive dealerships.
This report shares insights on in-store shopping habits and drivers, including in-store physical and digital details influencing shopper satisfaction. The report also highlights opportunities for brands and retailers to capitalize on consumer shopping habits and expectations to increase in-store shopper engagement.
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