For optimal user experience, please upgrade your browser.

Best of Both Worlds

Floating Widget

Floating Item Container

Floating Rate Widget

Please Select
Your Rating

Lucky, the magazine about shopping, recently released the findings of a research study conducted with the intent of delving into the psychology of shopping and how technology can fill a void for consumers.

Surveying some 1,000 female shoppers ages 18 to 49 with household incomes of $75,000 or more, Lucky researchers uncovered markedly different emotions when consumers shop in-store vs. shopping online. The findings also exposed emotions that are not being met in both retail environments.

What’s the solution? After putting forth a handful of concepts to determine which would resonate most with the target group, the winner was The Best of Both Worlds: Shoppers can browse online and enjoy all of e-commerce’s advantages, including organized merchandise and 24-hour universal access; they can add favorite items to their cart; instead of clicking “buy,” though, shoppers can schedule in-store appointments at their leisure.

Once in-store, the desired shopping experience includes the chance to touch and feel the merchandise and try on items. An added bonus: being guided to a dressing room filled with all of her selected items to try on upon arrival at the store.

The findings revealed:
• 60 percent of Lucky’s sample loved this concept and it resonated even more with designer shoppers (65 percent).
• When asked how this concept would make them feel, respondents ranked “pampered” and “special” as highest.
• This concept would also drive trial and sales, particularly with designer shoppers: 54 percent would try this concept, and 37 percent would shop at a retailer just because they offered it.