Retailers need to create exciting in-store experiences to entice young shoppers to make their purchases there and then, according to a new report commissioned by Samsung.
The Future Shoppers report found that, while the majority (71%) of 16-24 year olds find themselves in large retail environments at least once a fortnight - with two-thirds on the hunt for a specific item - they frequently opt to make their final purchase online.
This purchase is increasingly made on a mobile phone and 44% search for a better price online while they are in store.
Over two-thirds of those surveyed said retailers could be doing more to keep them interested in products when they are in store and 68% said they expect retailers to “try something new” in order to make the physical retail space more appealing to them.
“Young adults may be socialising in the retail environment, but, by and large, when it comes to spending on products they are shopping alone and seeking the most convenient way to complete their purchase,” said Graham Long, vice president of Samsung’s enterprise business.
The research found less than 20% would scan QR codes and less than 10% used augmented reality (QR) apps, although nearly half of those questioned said they would actively choose to visit stores that used technology to enhance the experience.
Those questioned said receiving discounts to their devices as they passed a retailer and the opportunity to customise products they like while in store were equally exciting future developments.
“Vendors who create exciting in-store environments, where shoppers can experience and interact with their products, could protect themselves from losing a customer to an online seller offering something as simple as a slight price discount,” said Long.
“It’s not just a case of replicating online in store; they need to be better at bridging the gap between the two and creating a sense of retail theatre. A seamless experience will gain the loyalty of young consumers, helping create engaged, connected and happy customers.”
The Future Shoppers research was conducted by Opinion Leader, which surveyed 1,001 16-24 year olds in the UK earlier this month.