New global study by Mood Media reveals customers will choose bricks and mortar over online

Australia, 15 January 2019 - Mood Media, the global leader in elevating customer experiences, today announced the results of their latest consumer study, showing conclusively that shoppers want an experience and will chose bricks-and-mortar over online if they get it.

While many believe that shoppers are overwhelmingly moving to online, 79% of Australians are very/fairly likely to choose a store over online if there is an enjoyable atmosphere (music, visuals, scent). So, in order to succeed, shops need to ensure that they are creating an experience in-store and an enjoyable atmosphere – something online cannot offer.

The research, ‘Elevating the Customer Experience: The Impact of Sensory Marketing’, was conducted by Walnut Unlimited, a global market research agency specialising in neuroscience and behavioural psychology and economi­cs. More than 10,000 consumers were surveyed across 10 countries worldwide including Australia, China, United Kingdom, the United States, France, Benelux, Germany and Spain.

“Consistent with our 2017 State of Brick & Mortar study, we found that the physical store remains important to the majority of people around the world, with the experiential element playing a large role in consumers’ decision to choose brick and mortar over e-commerce,” said Scott Moore, global senior vice president of marketing and creative content for Mood Media.

“It also further highlights that brick and mortar businesses have to give consumers a reason to get off the sofa and into the store, and part of that reason lies in providing them an elevated sensorial experience. Brands should look to this report to discover how they can create the kinds of store environments that will convert shoppers into buyers and loyal repeat customers.”

Atmosphere is key

Atmosphere – music, visuals, scent – was repeatedly highlighted by respondents as what will encourage repeat customers and longer shopping times. If there is an enjoyable atmosphere 86% of Australians are very/fairly likely to re-visit a store, and 70% of Australians are very/fairly likely to stay longer in store.

And with all businesses vying for word of mouth referrals, shops should take note that 76% of Australians are very/fairly likely to recommend a store to friends and family if there is an enjoyable atmosphere.

“Our research has shown definitively that there is still a demand for bricks and mortar shops. Consumers want to enjoy the experience of shopping and this is something that online stores simply cannot offer. Attracting shoppers with an enticing atmosphere and then encouraging purchases with a hands-on experience are key to increasing purchases.” says Steve Hughes, Managing Director of Mood Media Australia.

The ability to try different products or services is cited globally as the biggest driver in making consumers more likely to want to buy in brick and mortar.

Music driving shoppers

Music has often been recognised as a key ingredient in the consumer experience, and rightly so. It is the number one factor to improve a shopper’s mood in-store and has an overall positive impact on 85% of shoppers globally. However, the quality of the music played really matters. More than half (57%) of global shoppers will disengage if brands make poor music choices.

62% of Australians have enjoyed listening to music in-store recently and 45% have stayed in store longer than they would have done because they’ve enjoyed the music.

Clothing stores were clearly the leading segment when it came to shoppers enjoying music while in-store with nearly 80% of respondents saying they had enjoyed music while shopping in clothes stores.

“Music is such an important component in the shopping experience. It can lift the mood, create a calming atmosphere that drives shoppers to take their time, and even give the staff an all-important pep-up in the afternoon,” continued Steve.

“A carefully curated playlist can increase the daily takings, time in-store and repeat store visits.”

The smell of success

But atmosphere is not just about the eyes and ears. Engaging all the senses is another way that stores are creating an experience for shoppers, and Australians are paying attention, with 63% noticing that some stores have a pleasant and inviting smell. With competition higher than ever between stores, using additional atmospheric techniques such as scent could mean the difference between a customer coming into store or walking past.

Screen time

Screens have become relatively commonplace within shopping centres, but not all individual stores utilise them. Over half of those surveyed in Australia said they had been attracted into a clothes shop or stayed longer because of engaging content on the window or inside screens. Only behind China in this response, it is clear that Australian clothing retailers should not only consider window content, but also how screens can maximise the shopping experience in-store.

In quick service restaurants the use of digital menu boards is resonating with people, with over half of those surveyed giving attention to digital screens with interactive and useful content.

“If the high street is to continue to entice shoppers away from online, it must always put the customer first and consider what it is offering the consumer, not just the products it is selling.

“Consumers aren’t just buying a product when in-store; they’re buying an experience and they are demanding it with their feet. For many, shopping is a form of entertainment and bricks and mortar stores have a real advantage. Done right, shops can see new customers, higher numbers of repeat visits, longer in-store dwell times and more recommendations,” concluded Steve.

-Ends-

About the Mood Media survey:

• The survey was conducted by Walnut Unlimited on behalf of Mood Media
• 10,039 respondents were surveyed in ten countries across four continents
• 79% of Australians are very/fairly likely to choose a store over online (3^rd behind Spain and China) if there is an enjoyable atmosphere (music, visuals, scent)
• 70% of Australians are very/fairly likely to stay longer in store if there is an enjoyable atmosphere (music, visuals, scent)
• 86% of Australians are very/fairly likely to re-visit a store if there is an enjoyable atmosphere (music, visuals, scent)
• 76% of Australians are very/fairly likely to recommend a store to friends and family if there is an enjoyable atmosphere (music, visuals, scent)
• 62% of Australians have enjoyed listening to music in store recently (only behind USA and China)
• 63% of Australians have noticed that some stores have a pleasant and inviting smell
• 45% of Australians have stayed in store longer than they would have done because they’ve enjoyed the music
• 78% of Australians have enjoyed listening to music while in a clothes shop
• 51% of Australians have been attracted into a clothes shop or stayed longer because of engaging content on the window or inside screens (only behind China)

About Mood Media:

Mood Media is the global leader in elevating in-store customer experiences, delivering integrated solutions to more than 500,000 active client locations around the globe. Mood Media combines sight, sound, scent, social mobile technology and systems to create greater emotional connections between brands and consumers. Its clients include businesses of all sizes and market sectors, including Myer, Kmart, The Hilton, David Jones, BWS, Woolworths, Country Road, Freedom, BUPA, KFC, Gelatissimo, American Swiss, Amcal and Michael Hill in Australia.