What do shoppers want their future retail experience to be? We reached 1m consumers and gathered 45k responses. It's clear that they want a blended physical and digital experience AND service and experience are key.

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What consumers want from their
shopping experience
2018
In association with

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Content of full report

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Polly Barnfield, OBE
“In less than 15 years, social media usage has grown to an audience of
3.1billion people, with an average user spending 116 minutes a day
consuming or creating social content.
How consumers use social media is at odds with how most businesses
and organisations do. Rather than engaging in conversations with their
audience, many businesses are guilty of pushing out a never-ending
stream of content that is not necessarily delivering engagement.
The Maybe* platform has proven a clear link between engagement
and increased footfall and sales. By using Artificial Intelligence we
enable any size of organisations to understand and join in
conversations at scale. Conversation is the way to deliver
extraordinary results through social media”
CEO & Founder of Maybe*
A note from the Maybe* CEO

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Key insights
What makes someone choose between two separate shopping centres:
BETTER SHOPS
Unsurprisingly, most people
would shop at the centre
with better shops.
BETTER PARKING
Some people would prefer
the convenience of better
parking.
BETTER PRICES
A reasonably sized portion
(28%) would choose a centre
with more competitive
prices.
46%
46%
28%
23%

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SHOPPING EXPERIENCE
What
makes
a great
experience?
The most important factors to
shoppers when it comes to a
great shopping experience.
59%
Great service
2%
Cool tech in-store
15%
Overall buzz
5%
Beautiful design
13%
Exclusive products
1%
Live entertainment

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34% 21% 18% 27%
Free WIFI Interactive digital Big screens Other
Digital experiences
Only 14% of shoppers have had a digital experience in a store that has
“blown their socks off”.
Of those 14%, here’s what those experiences were:
Interestingly, 40% of retail professionals said ‘interactive digital. Yet only 21% of shoppers agreed.
This means 90.5% more retail professionals think interactive digital is blowing off people’s socks
than actual shoppers...

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Over 80% of shoppers research online before
going in-store.
39% 31% 16%
30 minutes A few hours
Spent researching Spent researching Spent researching
1 hour
11%
A few days
Spent researching

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Reviews are 208.3%
more important than
product features.
When asked what’s more
important, reviews or
product features,
shoppers said 24%
product features and 74%
reviews.
When it comes to price
over reviews, shoppers
said 24% price and 55%
reviews.
50% of shoppers look at
review sites
Reviews are 129.2%
more important
than price.
Store website Review sites Social media Email
28%
50%
21%
1%

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Shoppers
use social
media to
research
81%
9%
5%
1%21% of shoppers use social media
for their research online.

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59% of shoppers use their
phone in-store to research
something they’re thinking
about buying.
75% of shoppers have never had the experience of looking at something online
and then going into a store and they know what you’ve looked at online.

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SHOPPING EXPERIENCE
What do
shoppers
want?
What people wanted to see more of
from their shopping experience -
beyond just shops and restaurants.
42%
More areas to sit
outside
32%
Access to
clean toilets
5%
Baby change
stations
7%
Accessible
features
8%
WIFI
1%
Maps

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55% of people felt retail
centres needed more
Instagram worthy places.
Of those who expressed interest: 92% said they would use the Instagram spaces
themselves.

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To collect the rest of the report please go to
www.maybetech.com

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Join the conversation
A new way to listen, engage, and chat with the right people at the right time.
By engaging people in personalised conversations you can deliver `
extraordinary results through social media.
www.maybetech.com

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Innesco is a specialist agency with a strong heritage embedded in real estate and the built
environment – we have a deep understanding of the technical aspects of the sector, and
crucially we understand how to communicate these and add value. As a result we are
trusted by both boutique investment firms and global institutions as well as public sector
bodies and professional advisors, supporting corporate initiatives or projects – small and
large. We work throughout the UK and around the world on some of the most exciting and
progressive projects.
http://www.innesco.co.uk
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