In-store atmosphere top of mind for Dutch shoppers, study finds
today Jan 17, 2019
Despite the rise of online shopping in the Netherlands, the majority of Dutch consumers still prefer brick-and-mortar to digital.
A study commissioned and published on Thursday by Mood Media, a company focused on in-store media solutions for customer experience, shows that 76% of Dutch consumers prefer physical storesto online shops due to the atmosphere a store can offer, citing music, touch and smell as important factors.
According to the study, 51% of Dutch consumers said that music played at a store could improve their mood, which results in longer visits as well as returning visits.
Touch is another factor: 27% of Dutch consumers indicated the ability to touch a product as the most important factor for a pleasant shopping experience, while 64% of Dutch shoppers indicated smell as an inviting aspect.
Sensory experience aside, Dutch consumers also mentioned the ability to directly take an item home and the possibility to try-on clothing as factors to opt for physical shopping versus online shopping, winning over 39% and 30% respectively.
The study "Improving the customer experience: the impact of sensory marketing" was conducted by Walnut Unlimited, an independent market research agency specializing in neuroscience, behavioral psychology and economics, and commissioned by Mood Media. Walnut Unlimited conducted a survey among more than 10,000 consumers in ten countries worldwide, including: Australia, China, France, Germany, Spain, the United Kingdom, the United States and the Benelux.
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