These factors spur in-store spending

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These factors spur in-store spending

By Dan Berthiaume - 10/08/2019
women shopping

A clean store is a store that sells, according to a new survey.

According to a survey of 1,000 consumers from streaming in-store music provider Cloud Cover Music, 92% of respondents say a clean, organized store environment increases likelihood of purchase. Other in-store features that encourage spending include a spacious, open environment (71%), comfortable seating (58%), lounge area (49%), attractive artwork (42%), and minimalist interior design 29%. Only 13% of shoppers find a store environment packed with merchandise conducive to spending.

Store employees can also have a large influence on whether customers spend money. Ninety-one percent of respondents said employees with product/service knowledge increase the likelihood of purchase, closely followed by employees who demonstrate clear communication (89%), honesty (88%), patience (87%), and friendliness (86%). Other employee attributes that can help drive in-store purchases include attentiveness (80%) and empathy (66%).

Looking at the effectiveness of in-store perks in increasing likelihood of purchase, free samples (76%) and complementary non-alcoholic drinks (61%) are most popular, with complementary alcoholic drinks also influencing close to half of shoppers (47%).

Lighting is less likely to increase purchase likelihood, but more than half (53%) of respondents said ambient lighting helps drive purchases. Lighting that is colorful (35%), has a bright color scheme (31%), or is bright/fluorescent (22%) also impacts some customers.

The survey also ranked consumer preferences for interior colors. Blue was ranked number one, followed by white, green, red, and yellow. Men and women both favored blue followed by white, but men ranked red third while women ranked green third. Both genders ranked black last out of eight colors listed.

Other interesting findings include:

•    69% of respondents said in-store pop music improves the retail experience, while 63% said in-store rock music creates improvement. 

•    Nearly 55% of respondents have left a retail venue because music was too loud, and nearly 25% have left due to music with profanity or explicit content.