Boosting In-Store Customer Engagement Strategies

In-person retail has found a way to fight back against e-commerce. Canada Goose is proving that the biggest mistake retailers make is rushing customers out the door, according to a WSJ article by Jennifer Williams. While most stores obsess over "efficiency" and quick transactions, Canada Goose is doing something counterintuitive: they're adding VIP lounges, comfy seating, Canadian art displays, and even a sub-freezing "cold room" to test gear! Try that, Amazon! The result? Their direct-to-consumer sales jumped nearly 16% year-over-year. This goes against conventional retail wisdom, but it's actually brilliant behavioral psychology in action. The Dwell Time Effect: Retailers know that longer dwell time correlates with more spending. Beyond the practical reasons for that, psychology plays a role, too. When we spend more time in an environment, we begin to experience what psychologists call the "endowment effect" - we start to feel psychological ownership of items simply by being around them longer. Research shows that touching or holding an item, even briefly, makes us feel more ownership and increases our perceived value of that product. Canada Goose's cold rooms where customers can test parkas aren't just cool (see what I did there?) - they're endowment effect enhancers. (Note that higher dwell time caused by long checkout lines or inability to find products is NOT going to help!) The Experience Economy Psychology: Coach is seeing the same pattern with their coffee bars and cocktail lounges. Their immersive stores are outperforming traditional locations because they invoke multiple influence principles as described by Robert Cialdini. First, RECIPROCATION - these nice people gave me a coffee or cocktail I'd have to pay for elsewhere, so I'm more inclined to reciprocate with a purchase. Second, COMMITMENT - I've spent a long time here, my behavior would be consistent if I bought something. We unconsciously justify the time investment by making a purchase. The Trust-Building Paradox: It seems counterintuitive, but when retailers stop trying to sell us something immediately, we become more likely to buy. Creating comfortable spaces signals confidence in the product and removes the pressure that triggers our psychological defenses. All these factors work together... The longer we stay, the more our brains shift from browsing mode to ownership mode and the more we trust the brand. Now it's your turn... Whether you're B2B or B2C, the principle applies: rushed interactions create defensive customers. Relaxed environments where customers can touch the product create confidence and make them more likely to buy. Ask yourself: Are you optimizing for transaction speed or psychological comfort? The companies winning in 2025 are choosing comfort. What's your experience? Have you noticed yourself spending more when retailers create environments that encourage you to linger?

How is your team localizing in-store audience strategies? 🏪 Not all store visits are the same, and localized trip missions vary by region, store format, and shopper demographics. A convenience store in Manhattan serves a different mission than a suburban Sam’s Club. Understanding these distinctions is critical. 🎯 To build an effective in-store audience strategy, we need to align messaging, media, and promotions with two key dimensions: 1️⃣ Why is the shopper here? Each store visit serves a unique purpose based on geography, shopping habits, and store format: 🛒 Stock-Up Trip (Bulk Buy) – Larger baskets, typically planned for weekly or monthly needs. Common in warehouse clubs and large-format stores. 🛍️ Fill-In Trip – Smaller, more frequent visits for fresh or missing essentials. Typical in urban grocery and neighborhood markets. ⚡ Urgent Need (Immediate Consumption) – A grab-and-go mission for an essential (e.g., medicine, baby care, dinner ingredients). Key for convenience stores and pharmacies. ☀️ Daily Shopping (Habitual Trip) – Regular visits, often in dense urban areas, where fresh food and quick-stop items are a priority. 2️⃣ How do shoppers make decisions? Beyond trip type, decision-making mode varies based on location, occasion, and shopper intent: 📅 Pre-Planned Purchases – Shoppers know what they need before they walk in. Personalized app-based reminders, aisle signage, and digital coupons for planned replenishment items. 🛍️ Impulse Purchases – Shoppers are open to discovering something new. Localized product recommendations, in-store sampling, and digital shelf-edge media. 🎯 Focused vs. Browsing Behavior – Some shoppers are on a mission, while others explore. 💡 Time-sensitive shoppers need efficient checkout options and wayfinding tools, while browsers respond to interactive displays, storytelling, and product bundling. 🏪 Retailers who integrate purchase history, mobile app engagement, and real-time in-store behavior can create hyper-localized retail media experiences that feel intuitive and tailored to the moment. The result? More relevant messaging, increased basket sizes, and higher shopper engagement.

**Crafting an Unforgettable In-Store Experience** 🏬 In today's digital age, creating a memorable in-store experience is vital for brick-and-mortar retailers. Here’s how to make your store irresistible: 1. **Captivating Store Layout** - **Zoning:** Organize by product categories for easy navigation. - **Pathways:** Create logical paths with eye-catching displays. - **Flexibility:** Use modular furniture for easy reconfiguration. 2. **Interactive Displays** 🎥 - **Technology:** Integrate digital screens and AR. - **Demonstrations:** Host regular product demos. - **Customization:** Offer personalization stations. 3. **Sensory Atmosphere** ✨ - **Visuals:** Use creative lighting and appealing merchandising. - **Sound:** Play brand-aligned, comfortable background music. - **Scent:** Introduce a subtle, pleasant signature scent. - **Tactile:** Make products accessible for touch. 4. **Excellent Customer Service** 😊 - **Training:** Regularly update staff on product knowledge. - **Empowerment:** Allow employees to make quick, small decisions. 5. **Community Events** 📅 - **Schedule:** Maintain a calendar of engaging events. - **Inclusivity:** Cater to diverse groups for broad appeal. **Attention to detail transforms stores.** By focusing on layout, interactivity, sensory elements, customer service, and community, you ensure your store stands out, driving traffic, sales, and loyalty. Share your thoughts 👇 Let's start a conversation. ✍️ Your insights do make a difference! ——— ♻️ Reshare if this is helpful 👋 Follow me Joseph Stepke for more like this