Over One Third of Consumers Typically Feel Nothing When Shopping In-Store

Posted by GPShopper on Jun 21, 2017 9:25:50 AM

New GPShopper report uncovers consumers reaction to today’s shopping experience

GPShopper, the leading mobile commerce and engagement platform for retailers that want to create custom app experiences for customers, released its “Reality of Retail: Consumer Connection” report that found more than one third of consumers typically feel nothing when asked what their initial reaction was when shopping in-store. 

The study, conducted online with third party research firm YouGov, looks at not only how consumers who own a smartphone feel about the current in-store experience, but what innovations they want retailers to incorporate– whether digital or physical. 

Download the Full Report

GPShopper’s consumer emotion matrix measures how American shoppers typically feel when shopping in-store.

Consumer Emotion Matrix.jpg

Knowing this, it’s not a surprise that many shoppers are headed online before the physical storefront. In fact, when surveying consumers who have a smartphone and shop for fashion & accessories, home décor, sports and outdoor, beauty products, food and grocery, and auto supplies, there were no surprises.

  • Over half of consumers who shop in the surveyed verticals reported they are looking to mobile apps and the web first when shopping for:
    • home décor (63%)
    • fashion/accessories (60%)
    • sports and outdoors (59%)
    • beauty products (57%)
    • auto supplies (51%)
  • Not far behind the rest is grocery and food, with 34 percent of consumers looking to mobile and web first, largely due to innovations like Peapod and Fresh Direct. This industry will be important to watch as the digital storefront grows in the next few years.

“The retail industry is in turmoil -  stalwart stores are closing at record pace and those left standing will be the ones who know the value of listening to the customer and innovating accordingly. We know from our previous research that shoppers value time and convenience over flashy technology. That makes even more sense after seeing there is such little emotional investment in their shopping experience. Ultimately, that lack of feeling leaves price and convenience as the primary drivers of where they make a purchase. If stores became more about the overall experience they can start attracting loyal shoppers again. Hopefully, this will undo some of the brand eroision that came from the cost-cutting in the wrong places that got them into this trouble to begin with,” said Maya Mikhailov, co-founder and CMO of GPShopper.


While the majority of shoppers are going online first, in-store isn’t completely on the outs. That said, retailers need to begin experimenting with new, innovative options for their locations, because this is ultimately what consumers are looking for. In fact, of consumers who had opinions on some of the latest shopping trends:

  • 86% like experience stores where they can try out products in-store but buy on mobile or online, similar to the Samsung store
  • 85% like the idea of product recommendations based on ratings, similar to what Amazon’s new Amazon Books is doing
  • 80% like buying items online and picking it up in-store, as Walmart and Target have been promoting
  • 78% like stores that were online only before developing physical storefronts, similar to Warby Parker

“Retailers need to pay attention to these trends that are sparking excitement and brand loyalty. They need to look at not only how they can bring the value back to their physical storefront, but fully intergrate the mobile experience as well. It’s more than just moving their offering to an app, it’s complementing the in-store experience, experimenting with more omni-channel offerings and ultimately delivering something that speaks to the customer lifestyle,” Mikhailov said.


GPShopper commissioned YouGov PLC — a third party, professional research and consulting organization — to poll the views of 1,233 adults, of whom 964 own a smartphone. Fieldwork was undertaken between May 26-29, 2017. The survey was carried out online. The figures have been weighted and are representative of all US adults (aged 18+).

About GPShopper

GPShopper is the leading mobile commerce and engagement platform for retailers and brands that want to create custom app experiences for their customers. GPShopper’s native mobile app solutions and proprietary SDK empower retailers to drive customer engagement and loyalty through multiple touch points, both digitally and in-store, using technology to transform the total retail experience. This is all done with an unmatched degree of scalability and security. Some of the world’s biggest retailers are part of the GPShopper family, including Boohoo, Crate & Barrel, Foot Locker, Lands’ End, Lane Bryant, Michaels, Stance, Steve Madden and more. For more information about GPShopper, please visit http://www.gpshopper.com.

Topics: In-Store Experience, Retail Tech News, Mobile Retail Apps, Retail Industry Research, Omnichannel Retail

About GPShopper

GPShopper is a mobile commerce platform and app developer for retailers, using technology to transform the total retail experience.  GPShopper is a Synchrony solution. 
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