ENGAGEMENT
That’s why retailers and brands’ top in-store priority is to create shopper “engagement.” The term “engagement” is extremely broad by design, as there are so many ways to engage shoppers, not just at the store, but with the brand across the customer lifecycle.
The opportunity to interact with physical products is the most common reason consumers (85%) will choose to buy products in physical stores versus shopping online.
Digital has provided richer storytelling for every product on the shelf with content such as videos, ratings and reviews, how-toss, related products, sizing and colours, ingredients/materials, etc.
The Internet is a treasure trove of rich product content that has trained consumers to now demand that content as part of the product shopping experience.
