In-Store Experience Impacts Spending, Survey Says
Recent findings validate the influence of a "positive in-store experience" when it comes to increased profits for retailers, including a 25 percent spending increase based on satisfactory shopping, according to ChannelEdge. The company released a recent in-store survey of consumers evaluating TVs and related accessories at the point-of-sale. The survey, conducted during March and April of this year, involved interviews with more than 300 individuals, including those in the process of shopping and those who had just made a purchase.
"There were dramatic changes in consumer behavior from the time people entered the store until they made a final decision," says Dr. Pamela Henderson, CEO of NewEdge. "In this particular category, consumer priorities at the start were focused on price and size. But, with the opportunity to evaluate picture quality and various brands, then speak with in-store associates, priorities changed and customers purchased as a result of the floor demo quality, the brand name, and the salesperson's advice. The good news for manufacturers is that consumers were also willing to spend more for quality than they had originally planned."
According to the results, picture quality and trusted brand averaged the highest rating for influencing buying behaviors, with price, size and warranty following.