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.
- 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.
