The enduring power of physical stores in a digital world

In a world where the click of a button brings anything you want to your doorstep, the experience of shopping in-store can often be overlooked. However, a physical retail space offers something the digital buying journey can’t, especially for fashion where the thrill of trying on the perfect piece of clothing can’t be replicated via online shopping.

The Role of Physical Retail in Fashion Discovery

Physical retail stores play a pivotal role in the fashion buying journey. In-store browsing is where consumers first become acquainted with new products and a key driver of upper-funnel awareness. According to data from e-Marketer, approximately 40% of consumers report finding their next favorite fashion item by visiting stores in person. Physically going to a store helps shoppers avoid the digital clutter and focus solely on finding a new addition to their wardrobe. So, how can brands tailor in-store experiences to attract shoppers?

Generational Differences in Shopping Preferences

The methods of shopping can vary by generation and therefore, require curated marketing strategies to fit their needs. For example, Gen Z values a blend of physical and digital shopping experiences, engaging equally with physical stores, brand websites, and social media. Meanwhile, millennials prefer digital channels, heavily utilizing brand apps and social media for fashion discoveries and purchases. Brands can deploy effective strategies by combining engaging in-store experiences and technology to personalize the shopping experience.

Experiential Retail , Personalization, and Technological Innovations

Even in store, shoppers demand experiences that are unique and personalized. Modern retail technology enables stores to offer personalized greetings and recommendations through digital kiosks, transforming shopping from a mere task to an engaging, customized experience. Fast Company highlights how technology infuses the retail space with magic. From AR mirrors that allow you to try clothes virtually to personalized digital displays that greet you by name, these innovations transform shopping into an immersive journey.

Cash Back Delivers Memorable In-Store Experiences

In addition to personalization, shoppers are looking for brands to provide them value that brings them into a store versus shopping online. Retailers can do this by creating a rewarding, memorable in-store experience. Many retailers have opted to reward customers by leveraging card linked offer technology. Customers simply link an offer to their card and when they complete their purchase in store they receive a certain percentage of Cash Back. This form of rewarding shoppers has proven to drive conversion and foster deeper loyalty beyond a single transaction. The shopper leaves feeling they may the right decision, with a brand that values their time and energy to visit a physical store.

Win In Store Shoppers on Rakuten

As we navigate the everchanging retail landscape, in store shopping plays an indisputable role in the fashion buying journey. Retailers can turn to a partner like Rakuten to build omnichannel strategies that boost lifetime customer value. Get in touch with one of our representatives to plan your omnichannel strategy.

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