Page 64 - Lighting Magazine December 2017

2018 forECast | consumers & technology
Even with high awareness, many technologies fall short of consumers’ expectations, the NRF report revealed. More than 4 in 10 consumers said their experience with in-store digital displays, tablet-/mobile-empowered associates, or messag- ing apps had no impact on their experience; and 1 in 10 said it actually made their experience worse.
Good news: physical retail remains an important touchpoint for consumers, even in this technical age. NRF research determined that 21 percent of consumers are primarily online shoppers, pur- chasing more than half of their items online. The majority (79 percent) typically buy half or less of the items they need online. Not surprisingly, the younger generations are more likely to make the majority of their purchases online.
TOP REASONS MILLENNIALS/GEN Z SAY THEY VISIT STORES MORE OFTEN
TOP REASONS CONSUMERS CHOOSE VISITING A STORE OVER ONLINE
APPROXIMATELY 7 IN 10 CONSUMERS say they usually visit a store because they need something right away (69 percent) or because they prefer to shop in stores (66 percent).
MOST POPULAR REASONS CONSUMERS VISITED A STORE IN THE PAST 3 MONTHS
52%
A new retail store/ shopping center opened near me
45%
I buy online and pick up in store
49%
Entertainment or food options
The most impactful innovations for today’s shoppers are those that transform, not replace, the physical retail experience.
77%
69%
69%
66%
66%
65%
Needed something right away
Prefer to shop in store
Wanted to see item before purchasing
SOURCE: NATIONAL RETAIL FEDERATION, FALL 2017 CONSUMER VIEW
62 enLIGHTenment magazine | december 2017
www.enlightenmentmag.com
 Average consumer
 Millennials/Gen Z