You may have heard predictions that online shopping will eventually overtake traditional brick and mortar stores. While “e-tailers” may continue to gain ground, consumers still enjoy touching and feeling a physical product in stores. In fact, according to a Pricewaterhouse Coopers 2015 annual survey, only 27 percent of consumers shop online weekly. This means 68 percent of consumers stated they intentionally browsed products at a store but decided to purchase them online, while 73 percent say they have browsed products online but decided to make the purchase in a store.
To influence consumers while they browse the aisles, marketers must pay special attention to the in-store experience. The way a brand’s product is packaged, including the color and content, can catch a consumer’s eye as they scan the shelves. Once that attention is caught, shoppers may stray from their typical shopping list, try new products and even give new brands a chance.