Weekly Retail Media Note #162: Reality of Retail

Furniture World News Desk on 6/27/2017

More than one-third of consumers typically feel nothing when asked what their initial reaction was when shopping in-store. That may be a harsh statement to make but it is backed up with solid research. From the GPShopper report 'Reality of Retail: Consumer Connection’, in conjunction with the third party research firm YouGov, the study looked at how consumers who own a smartphone feel about the current in-store experience and what innovations they want retailers to incorporate both digitally and physically.


Retailers must deliver a convenient shopping experience that also sparks a little excitement and brand loyalty. Mobile is still an underutilized way of doing this. It’s not just moving their physical stores or catalogs onto smartphones, it’s complimenting the in-store experience, experimenting with more omni-channel offerings and ultimately delivering something that speaks to the customer lifestyle over just trying to sell them stuff.

Nearly one in five (18%) frustrated consumers also noted that home décor caused frustration.

Over half of smartphone owners who shop in the surveyed verticals reported that they look at the web first when shopping for Home Decor (63%); Fashion/Accessories (60%).

Eighty-Six (86%) percent like experience in stores where they can try out products in- store but buy on mobile or online.

Eighty-Five (85%) percent like the idea of product recommendations based on ratings, like what Amazon’s new Amazon Books is doing.

The major of smartphone owners who have an opinion on new and innovative in-store offerings like the option to shop online with in-store pick up and with a retailer that is experiential-based.

Point is, if you don’t understand today’s customer, you really need some help. The consumer today believes in retail but she also thinks stores need to evolve to meet the modern consumer. Today’s consumer is connecting to retail digitally. ... and the most important device for them is their mobile device.

If you want increased traffic, increased sales and an improvement on your ROI, please consider what the customer is looking for…and how she is looking for it.

Lance Hanish is Co-Founding Partner in CNA|Sophis Integrated Marketing Solutions one of the leading marketing firms serving the home furnishings industry. An award winning writer, director, producer and advertising/ marketing consultant, he can be reached at:

(480) 619-8999
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