Pulse reading
We are pleased to share insights from Pulse, our first bi-annual survey of consumer behaviours.
The survey includes the views of 1500 consumers from the UK, US, GCC, China and India and reveals insights which will be of interest to anyone keen to harness a consumer-centric approach to the planning of commercial spaces, be they investors, developers, asset managers, operators, brands, or designers:
Above all, shoppers value instant gratification, meaning retail design must prioritise efficient check-out systems, clear sightlines, and circulation. Also, clear product organisation and signage is vital to help people locate items swiftly.
The ability to try out a product has always been a key differentiator of physical stores over the online experience. It highlights the importance of interactive displays and try-before-you-buy areas, whether spacious and inviting fitting rooms or demo areas.
Physical stores also afford an opportunity to immerse in a brand’s universe and experience its distinct values. This stresses just how important it is for stores to go beyond the transactional, finding ways to embody the brand's ethos, values, and story. Through design, decor, layout and even staff training. Furthermore, focus here will help operators harness the strengths of physical stores, given other drivers to store visits such as immediacy and proximity may be further eroded by online channels overtime.
Unsurprisingly, proximity to home remains a key driver for shoppers. While this has likely become more important in recent years, post-pandemic, the localisation of experience is a key trend. Local retail places still have a significant role to play, which requires designers of spaces to invest in understanding the specific needs of local people and communities, tailoring offerings to local preferences. It is also a key driver for people over the age of 65, which underlines the need for local retail spaces to properly cater for an older demographic.
For those working across geographies, it is important to acknowledge differences. For example, when it comes to wanting to experience store services, people in India and China, tend to see this as more important than in the US or UK. This underlines the need for unique experiences, and ideally services that cannot be easily replicated online, such as personal shopping assistance, in-store workshops, and product customisation.
Shoppers from the USA, UK, and India, who share their shopping experience on social media, have the highest frequency of visits to physical stores. This indicates the importance of creating Instagram-worthy or shareable moments within store and retail places. Unique displays, art installations, or themed sections can encourage social media shares.
The search for health and wellbeing is a trend common to all regions, suggesting this should be a key priority both in the design of spaces, but also the products and services they offer.
There are other key country level differences, which will impact the design and delivery of retail spaces for the foreseeable future. In the UK and USA, there is a preference for value over luxury, which is likely in part due to cost-of-living challenges. Stores in these regions should focus on offering quality goods at affordable prices.
In the Middle East (GCC), India, and China, consumers are interested in using the retail experience to upskill and grow their knowledge in new areas. This might indicate a demand for workshops, classes, or educational events held within retail spaces.
Also, in India and China there is considerable interest in local and authentic goods, indicating that sustainable practices are starting to become more important in these regions.
Overall:
Retail spaces need to be experiential, offering more than just products but also services, education, and memorable moments
The design should cater to the desire for instant gratification, ease of product trials, and the brand experience
The importance of social media sharing suggests the need for creating visually appealing and unique store experiences
Understanding regional spending habits can help tailor the product and service offerings of stores in different regions
By integrating these insights into the design and operational strategy, retailers can create a compelling in-store experience that resonates with their target audience.
If you would like to download a full report you can do so from here.
James Miller