The holistic retail experience will become vitally important to retailers going forward.
Closter, NJ (PRWEB) November 14, 2012
Lily Lev-Glick, 20 year shopping behavior analyst, researcher and founder of Shopper Sense™, a shopper insights strategy company, believes that retailers of big ticket items will be the biggest beneficiaries of post-Sandy Tri-State area residents’ holiday spending and that traditional shopping will be replaced with intense competition from online discounters. “Early data and my experience indicate that shoppers won’t be spending quite as much as they have on previous Black Fridays as many are still grappling emotionally and financially with aftermath of the October 28th storm Sandy,” said Lev-Glick. “Coughing up money for generators, making unexpected home repairs, footing the bill for hotels while homes were without power and other costly outlays will leave some consumers tapped out before the season even begins.”
According to a new study on holiday shopping conducted by Lev-Glick, 90% of shoppers will choose which brick and mortar stores to shop in based on pre-store media that lets them know about deals ahead of time. These sources break out into three groups: 1) promotional inserts/direct mail; 2) traditional advertising (print and television); 3) digital/electronic. However, other factors will affect consumer choices like variety, customer service, return policy and store organization.
“The holistic retail experience will become vitally important to retailers going forward,” predicted Lev-Glick. Retailers with difficult to navigate stores, indifferent employees, non-competitive pricing, and inadequate selections will experience slower holiday sales and face the continued threat of showrooming by shoppers, predicted Lev-Glick.
The store experience will trump price for many in Bergen County, suggested Lev-Glick. “It doesn’t always come down to price. Customers are educated, using smart phones to compare prices at a variety of outlets. If they are going to a department store or specialty retailer as opposed to a discounter or shopping online for the best deals, it’s because they want the emotional payoff that comes with the unique experience the store provides,” explained Lev-Glick. Stores that emerge most successful are those that are strategically merchandised, solidly staffed with attentive, knowledgeable professionals and have the best selection of goods.
About Shopper Sense™
Shopper Sense™ works with clients to create solutions to the challenges of a rapidly changing retail marketplace. Packaged goods companies, advertising and merchandising agencies, and retailers are the primary populations for their research, analysis and strategic approaches in relation to shopper behavior. For more information on the holiday shopper study or Shopper Sense™, please visit http://www.shopper-sense.com or call 201-244-8796.