read more
More than half of consumers combine stationary and online shopping
It turns out that despite the increasingly popular online trade, customers are not deterred from visiting stores either by crowds or the need to travel, often in traffic jams. Among the most attractive solutions offered by this format, consumers mention primarily the high availability of professional advisors who are able to dispel doubts regarding the purchase, present and explain individual functionalities of a given device and select the product to meet the individual needs of the customer.
SW Research shows that over 70% of respondents believe that customer service in stationary stores is at a higher or the same level as when shopping online[1]. It is also important that the store staff is able to help you configure the device at the time of purchase. The help of a counselor in such a situation is especially appreciated by women (as many as 29% of them indicated this aspect as very important, compared to 19% of men [2]).
– Interestingly, consumers appreciate not only the professional knowledge of highly qualified staff, but even… their very presence. Thanks to this, they feel safer and have the feeling that if necessary, they can count on professional advice. It happens that we go to the store knowing what we want to buy, and when we get there it turns out that we have not thought through some nuances, e.g. what cable we will need to connect the device, or what aspects related to installation are worth taking into account. Then this help turns out to be invaluable and allows you to save not only money, but also time related to, for example, replacing an ill-considered purchase – says Daniel Mikołajczyk, managing director of sales at MediaMarkt Polska.
Meeting modern requirements
Due to the changing needs of consumers, retail chains periodically adapt their stores to current trends in order to make the time spent shopping even easier and more enjoyable for their customers.
– In response to these trends, networks are increasingly modernizing. In our case, as part of rebranding, we adapt the design of the branches to the preferences of modern customers, reorganize the layout of the supermarkets and add visual freshness to them. We provide access to the widest possible range of products. It is also worth paying attention to completely new solutions that allow you to experience technology in the form of entertainment. These include gaming zones, which are very popular in our showrooms – comments Daniel Mikołajczyk.
The SW Research report confirms that customers are increasingly following modern shopping trends – the need to "stay up to date" and the influence of regular social media monitoring on their preferences are declared by every fifth respondent[3]. This forces the modernization of retail spaces and their adaptation to contemporary trends, in such a way that they combine innovations while maintaining the advantages of stationary shopping.
– We are implementing this concept in our new stores. Recently, in two new locations: in Leszno, in Galeria Starówka at 8 Wróblewskiego Street and in Rumia, at 1 Sabata Street. Both stores were created in a completely new format, previously tested abroad – MediaMarkt Xpress. However, this is not the end, another store will be opened at the beginning of July, this time in Suwałki. The results of our research confirm our intuition that consumers still need a place where they can find other people, be friendly and be professionally served – emphasizes Daniel Mikołajczyk.
How? Preferably right away
When indicating the reasons for choosing a stationary form of shopping, customers often also focus on the convenience and sense of security that gives them the opportunity to make transactions on-site. Receiving a given product at the time of transaction without having to wait for delivery is the biggest advantage of shopping in a physical store, according to 35% of surveyed consumers. In turn, 29% of them indicate easy and immediate assessment of the condition of the purchased product and – if necessary – easier return[4].
The results of the presented research clearly indicate that despite the increasing functionality of e-commerce services and the convenience they bring, customers still feel the need to shop in-store. Although post-pandemic trends seemed to indicate an increasing shift of consumers towards online shopping, the sales situation in both segments is now starting to level out.
[1] Ibid.
[2] Ibid.
[3] SW Research, op. cit.
[4] Ibid.
