Jens Nordfält – Shopping Behaviour Online and Offline
Jens Nordfält – Shopping behaviour online and offline
Last fall we arranged a breakfast seminar with Jens Nordfält as our special guest. We welcome you to take part of four valuable insights we learned from the growing digitalised retail business.
From buying to shopping
When we buy in store, we do it because we enjoy it. Shopping has become a pleasure and an occupation. Basically, we have gone from buying to shopping. This is something the retail business has to keep in mind, especially when building and laying out new store plans. During the seminar the journey of Clas Ohlson was presented. How the company went from a grid layout in form of aisles, to an exposed layout where the consumers easily can get an overview of the assortment. This set up is something which we will be seeing more and more in the retail business.
The change in our buying behaviour
The change in our shopping behaviour was presented during the seminar, where the e-commerce has grown in its matter of importance. Mobile shopping is now trending and finding cleaver solutions will be essential for the physical store, where the digital and physical channels come together. For brands, this means a wider focus on omni channels, where the importance of a seamless experience in between channels with click and collect solutions, becomes more and more important.
The moment of purchase
Vision stands for 83% of all the information our brain is processing. If we connect this to the physical store, it becomes obvious why the interior design and how we integrate the visual parts in store becomes crucial when it comes to sales. The fact that 2/3 of consumers make their buying decisions in store, greatly supports this theory. Not only the vision effects us and our decisions. Smell and hearing takes a smaller part of the information our brain is processing. But studies shows it is still relevant to work with smell and music to affect our shopping behaviour. For example consumers appears to have an experience of higher quality when being exposed to smells in store.
The difference between online and offline
It is important to know the difference between online and offline. In the physical stores we must organise the assortment to capture the attention of the consumers, for example by colours or shapes. However in the digital meeting, the attention of the consumers is already there, which facilitates a more disorganised assortment. This means that the consumers are more prone to search for what they want, which in its turn increases the chance of upselling.
Do not hesitate to contact us if you have any questions regarding the insights above or if you wish to receive more information.