A recent study published in the Journal of Consumer Research found that choosing what to buy during these shopping trips is the most important part of the experience, and can add to overall happiness gained.
The study said buying something that relates to the bad day or a negative event can actually make you feel worse than buying nothing at all, unless you know what to buy. Buying something that relates to a mistake is known as “within-domain compensation,” which occurs when shoppers want to make up for their mistake with a purchase that they believe will compensate for their error. This most often backfires.
Instead of buying something related to the negative emotion, buy something that is completely unrelated. For example, feel-good purchases like ice cream or new clothes.
What else matters when it comes to the shopping experience? Often, the overall time a shopper spends within a brick and mortar store can affect their likelihood of return.
“Sales-associate attentiveness is a key area where brands can differentiate in this competitive space and deliver better experiences that result in higher conversion rates and basket size,” said Cheryl Flink, chief strategy officer for Market Force Information.
Recent research conducted by Market Force Information found that Nordstrom has been named a “favorite fashion retailer” for the fourth year in a row, with the win heavily based on customer interactions and experience shopping within their four walls.
Ensure customers have the best shopping experience possible with friendly sales associates, quick checkout times and a fully stocked inventory. Visual Retail Plus can help. Visit our website to learn more.