Report: In-Store Experiences Drive Social Sharing
What happened
A new report from IGD highlights how immersive in-store activations generate measurable increases in shopper engagement and organic social media reach. Retailers are combining in-store footfall data with digital engagement metrics to optimize these campaigns, which often leverage location-aware promotions to outperform static discounts.
Why it matters
- The "phygital" retail model, which blends physical and digital experiences, is becoming a standard expectation. Brands adopting these models can see up to 40% higher engagement and a 25% increase in loyalty over five years. This strategy focuses on creating a single, connected ecosystem where customers can research online, interact with products in-store, and purchase through apps seamlessly. - Augmented reality (AR) is a key technology for creating shareable in-store moments. Retailers use AR for virtual try-on experiences for clothing and accessories, interactive in-store displays, and virtual showrooms that can increase customer engagement and reduce return rates. - Location analytics, using technologies like Wi-Fi tracking and Bluetooth beacons, allows retailers to analyze customer foot traffic, path analysis, and dwell time. This data helps optimize store layouts and product placement; retailers using these analytics have reported a 30% increase in traffic to promotional zones. - Gen Z consumers show a strong preference for in-store shopping, with 63% planning to make purchases at brick-and-mortar retailers. This demographic is often seeking shareable experiences, which drives retailers to incorporate engaging elements like in-store concerts or interactive art exhibits. - Successful activations often transform retail spaces into interactive environments. Nike's "House of Innovation" stores, for example, use local mobile app data to customize inventory and feature AR try-ons and mobile checkout. Similarly, Coca-Cola's "Share a Coke" campaign used in-store kiosks for on-the-spot label printing, turning a purchase into a personalized, shareable event. - Nine out of ten marketers report that location-based marketing leads to increased sales, with 67% using location data primarily for targeting specific customer segments. This allows for tailored promotions based on local events or customer demographics, which enhances relevance and effectiveness. - While 88% of retailers believe consumers enjoy browsing in stores, only 69% of shoppers agree, highlighting a disconnect. However, 70% of consumers state they enjoy when online and in-store experiences are blended into a single, consistent journey.
Key numbers
- Brands adopting these models can see up to 40% higher engagement and a 25% increase in loyalty over five years.
- This data helps optimize store layouts and product placement; retailers using these analytics have reported a 30% increase in traffic to promotional zones.
- Gen Z consumers show a strong preference for in-store shopping, with 63% planning to make purchases at brick-and-mortar retailers.
- Nine out of ten marketers report that location-based marketing leads to increased sales, with 67% using location data primarily for targeting specific customer segments.
Quick answers
What happened in Report: In-Store Experiences Drive Social Sharing?
A new report from IGD highlights how immersive in-store activations generate measurable increases in shopper engagement and organic social media reach. Retailers are combining in-store footfall data with digital engagement metrics to optimize these campaigns, which often leverage location-aware promotions to outperform static discounts.
Why does Report: In-Store Experiences Drive Social Sharing matter?
The "phygital" retail model, which blends physical and digital experiences, is becoming a standard expectation. Brands adopting these models can see up to 40% higher engagement and a 25% increase in loyalty over five years. This strategy focuses on creating a single, connected ecosystem where customers can research online, interact with products in-store, and purchase through apps seamlessly. Augmented reality (AR) is a key technology for creating shareable in-store moments. Retailers use AR for virtual try-on experiences for clothing and accessories, interactive in-store displays, and virtual showrooms that can increase customer engagement and reduce return rates. Location analytics, using technologies like Wi-Fi tracking and Bluetooth beacons, allows retailers to analyze customer foot traffic, path analysis, and dwell time. This data helps optimize store layouts and product placement; retailers using these analytics have reported a 30% increase in traffic to promotional zones. Gen Z consumers show a strong preference for in-store shopping, with 63% planning to make purchases at brick-and-mortar retailers. This demographic is often seeking shareable experiences, which drives retailers to incorporate engaging elements like in-store concerts or interactive art exhibits. Successful activations often transform retail spaces into interactive environments. Nike's "House of Innovation" stores, for example, use local mobile app data to customize inventory and feature AR try-ons and mobile checkout. Similarly, Coca-Cola's "Share a Coke" campaign used in-store kiosks for on-the-spot label printing, turning a purchase into a personalized, shareable event. Nine out of ten marketers report that location-based marketing leads to increased sales, with 67% using location data primarily for targeting specific customer segments. This allows for tailored promotions based on local events or customer demographics, which enhances relevance and effectiveness. While 88% of retailers believe consumers enjoy browsing in stores, only 69% of shoppers agree, highlighting a disconnect. However, 70% of consumers state they enjoy when online and in-store experiences are blended into a single, consistent journey.
