What Consumers Expect from In-Store Experiences in 2024 and Beyond

Customers expect much from retailers, from product availability to great in-location experiences, driving retail strategies

It's up to retailers to listen to what their customers want and create experiences tailored to those needs. Today, retailers have more opportunities than ever to satisfy customers through technology and other creative approaches. For retailers looking to make an impact on customer satisfaction, here are ten key trends shaping in-store experiences in 2024 and beyond.

1. Seamless Omnichannel Integration

As consumers continue to spend their money through both online and in-person channels, they've come to expect a fluid experience between the two. For retailers, this means providing a consistent brand experience and product offerings both online and in-store. In 2024, retailers can go one step further in integrating their channels using technology. Provide digital screens and kiosks where customers can bring up their accounts, carts, and wish lists and receive specialized suggestions or offers in the store. Or invite customers into the store through notifications from their app, and then guide them through the store with that app and responsive technology around them.

2. Personalization at the Forefront

Today's consumers expect personalized experiences from the brands they shop with. In a report from McKinsey, 71% of consumers expect businesses to understand and cater to their individual interests and 76% of consumers said they get frustrated when companies fail to do so. To increase your personalization efforts, offer unique in-store experiences that can't be found online, or ways customers can customize their experience through choices in how they want to shop. Technology plays a vital role in personalization as well as retailers can leverage customer data and analytics and use dynamic screens to offer customized content based on that data.

3. Technology-Enabled Stores and Immersive Shopping

Customers also expect unique immersive shopping experiences today, and 75% of consumers state immersive experiences in retail shopping "might be impactful and valuable." How can retailers create these immersive experiences? Self-service kiosks, digital menu boards, and self-checkout options are already popular, but we can expect to see more adoption of virtual technologies and Internet of Things (IoT) devices. Augmented reality and smart labels can create interactive product features or even in-store scavenger hunts. Implement virtual reality to provide a full-body virtual try-on experience or immersive experiences to test products.

4. Speed and Convenience

Over 70% of American consumers say speed and convenience are the most important elements of a positive customer experience. To meet these expectations, retailers can offer self-checkout and self-service kiosks, BOPUS (buy online, pick up in-store) options, touchless payment, and other features that help streamline the shopping experience. By reducing friction in the buying process, retailers give their customers a more satisfying shopping experience that can exceed their expectations and become their preferred place to shop.

5. Sustainable and Ethical Practices

Consumers today also expect the brands they shop with to be eco-friendly, and 77% of consumers in one survey prioritize sustainability when selecting products to buy. Retailers can meet this demand by making or stocking sustainable products, using eco-friendly packaging, sourcing from sustainable businesses in the supply chain, and making sustainable choices with store operations and utilities.

6. Unique In-Location Experiences

More than 80% of consumers surveyed see the experiences a company provides as being as important as its products. Start by leveraging technology to create those unique experiences, but think about other ways to use your physical location as an extension of your brand. Host events, demonstrations, or classes to help educate your customers about your products and industry. Foster community engagement and interaction by providing a third space for those who are fans of the brand. Ultimately, what Raydiant has found is that, potentially, 83% of consumers are more likely to return to your store after a positive in-store experience and 63% of shoppers will spend more per visit when they have a positive in-store experience.

7. Enhanced Customer Service

Happy employees lead to satisfied customers. To ensure your employees provide the great service that customers expect, support them with training through online apps, in-person sessions, and role-playing. Equip them with the necessary tools and technology they need to perform their tasks efficiently. Introduce friendly competition and gamification to the day, as well as recognition and rewards for excellent service.

8. Safe and Healthy Shopping Environments

The pandemic has essentially forced retailers to prioritize health and safety measures in their locations, as 22% of consumers surveyed have stopped shopping with a brand because they felt their health and safety measures were insufficient. While many retailers are no longer requiring social distancing and mandatory mask-wearing, there's still the expectation for frequent sanitization and contactless payment options, creating a safe shopping environment that gives customers the confidence to visit the stores.

9. Community and Local Focus

In 2024, consumers will keep supporting local businesses, expecting the same speed, convenience, personalization, and service as big retailers. Local businesses have an advantage as they serve the customers in their community, but they need to continue evolving to meet customer expectations — especially when recent polls show that "small businesses are losing potential customers because they lack the convenience Gen Z and Millennials expect."

10. Loyalty and Rewards Programs

Customers expect retailers to provide valuable loyalty or reward programs, especially in physical stores. Not only do customers feel rewarded with these programs, but retailers feel it as well, as customers are 60% more likely to spend more with the brand after signing up. By offering incentives like discounts, free merchandise, or exclusive access to sales and events, these programs provide tangible benefits that help retailers build strong relationships with their customers.

Exceeding Customer Expectations in 2024

Customers expect a lot from the retailers they shop with. Give them what they want in 2024 and beyond by creating unique, frictionless shopping experiences for them bolstered by great customer service and technology. Going above and beyond their expectations will ensure that they continue to frequent the store and stick around as a customer for life.