Bricks and mortar retailers have plenty to worry about as studies show an increasing percentage of commerce is taking place online. Earlier this month, I blogged about the best way for retailers to combat the showrooming trend which boils down to increasing loyalty by offering unique programs and products. If retailers can also market to consumers by addressing key mindsets, stores will remain a destination for spending money.

Fitch just published their latest findings on consumer shopping attitudes. The good news is that 47% of people enjoy the process and 42% call themselves enthusiastic shoppers. That leaves only 11% who find shopping a chore. For now, consumers say the in-store channel is still their favorite environment:

  •  In-store 54%
  • Online 30%
  • Mobile apps 13%
  • Social media 7%

Fitch also evaluated consumer “mindstates” and how well they are being met in the shopping environment. Currently, 85% of multi-channel shoppers say the shopping experience meets their dreaming needs. About 82% say their exploring needs are also satisfied while shopping.   But only 79% feel fulfilled with respect to locating what they’re looking for.

The Fitch study also reveals that dreaming and having fun while shopping changes as consumers age. Nearly 70% of female shoppers in their 20’s say the experience is fun while only 35% of men share that opinion. By the time men reach their 50’s, 60% enjoy the shopping experience. But the ‘fun factor’ for women has dropped with only 40% claiming to enjoy the experience.

Fitch analysts emphasize that the best retailers will promote the exploring and dreaming angle of the in-person shopping experience. Once a retailer succeeds in getting a person through the door, then they can focus on helping the customer locate what they are seeking. In supporting this recommendation, Fitch point outs the apparel store experience. When shoppers try on apparel in the store, 71% will buy something. When shoppers don’t, only 10% buy.

The Audience Interests & Intent report available at the Research Store on ad-ology.com reveals the buying preferences of Local First Shoppers for readers who want to know more about this specific set of potential customers.

[Source: The Joy of Shopping. It’s all in the Mind. Fitch.com. 2012. Web. 12 Oct. 2012]