Following sharp shifts in recent years, today’s consumers have once again adapted their buying behaviors to match evolving economic conditions. Driven by rising inflation, pricing is now a leading consideration in household decisions as consumers search for the best value for their dollars.
Retailers can sway budget-conscious shoppers by infusing a sense of ease and nurturing them throughout the buying journey, marrying digital and physical touches to boost perceptions of value without having to slash prices.
Growing omnichannel with direct mail
As digital noise grows, astute retailers are managing to stand out by adding tangible touches that appeal to consumers’ senses. To that end, adding direct mail to their omnichannel strategy can help boost consumers’ recall, perceptions, and attitudes toward retailers.
Many marketers realize this, with 83% reporting “good” or “very good” ROI on omnichannel campaigns that included direct mail (89% if adding personalization).¹ Only 51% reported good ROI on campaigns without a direct mail component.² When done correctly with data and personalization, the study found that omnichannel marketing campaigns offered nearly a 90% chance to get good to great results.³
Delivering winsome in-person experiences
Today’s shoppers crave out-of-home, in-person experiences as a form of self-care. For these consumers, experiences beat products. Retailers can encourage spend by creating compelling environments shoppers want to visit and return to.
The trend is supported by Waze navigation data, showing a significant uptick in trips to retail locations in the past year.4 More than half (54%) of consumers said they shop in stores that create engaging experiences, and 43% shop in-store, so they don’t have to wait to enjoy their purchases, Euromonitor reports.5 In another study by Total Retail, 82% of shoppers say they return to a store, and 64% say they spend more each time they visit following a positive in-store experience.6
Brick-and-mortar also remains popular with online shoppers, with 70% of surveyed consumers saying that ordering online for in-person pick-up has improved their shopping experience, the National Retail Federation reports.7 When picking up their order, 47% of shoppers wind up buying additional products in-store, a study by PYMTS revealed.8
Enticing visuals, spaces, and point-of-sale experiences can help retailers make the most of that in-store traffic. To that end, researchers recommend a focus on simplicity with low-noise, uncluttered spaces designed to alleviate stress and soothe anxiety.9 Clear signage and store navigation can also facilitate a smooth visit and create cohesive experiences across locations.
Amplifying marketing capabilities
With internal teams shrinking across industries, it can be challenging for retail marketers to adequately execute and update elements to create those tangible and in-person experiences. From direct mail to signage and materials reflecting changing campaigns, trends, or messaging, shrewd retailers know better than to reinvent the wheel in-house or trust those projects to unsophisticated vendors.
For many retailers, FedEx Office can help fill that gap, blending speed and deep expertise in a variety of graphics, materials, and surfaces with a nationwide network to tackle massive and small projects.
“When stores are busy, graphics and displays can get damaged and hurt customer perceptions. Prompt replacements can be difficult, and it’s one reason why retailers seek us out for quick production, delivery, and installation,” shares Jason Radford, National Account Manager with FedEx Office. Holiday readiness is another challenge, requiring faster production of fixtures and graphics reflecting limited promotions and repair or replacement of items damaged by holiday crowds.
Reasonably, it takes a provider that’s well versed in complex graphics, a variety of formats, and surfaces to protect those investments. A local presence with access to nationwide resources can also help accelerate execution, notes Radford. “Our ability to print complex deliverables in multiple facilities enables us to quickly deploy graphics directly to stores,” he explains.
Satisfying shifting consumer preferences
In 2023, researchers predict that consumers will be pickier, seeking out richer experiences and rewarding quality over quantity to squeeze out maximum value.10 For retailers, it could be a can’t-miss opportunity to outperform competitors. Engaging consumers’ senses with vivid graphics, quality materials, and captivating spaces can add up to a great head start.
See what’s possible: Learn how FedEx Office can help you boost marketing performance and customer experiences when you sign up for a complimentary consultation.
Sources
1 “Direct Mail Is the Key to Omnichannel Success.” Brand United, URL. Accessed 12/8/2022.
2 Ibid.
3 Ibid.
4 “Category Trends.” Waze, 4 November 2022 - 3 December 2022.
5 “Commerce 2040. The Future of the Store in a Digital World.” Euromonitor International, URL. Accessed 12/8/2022.
6 “Your In-Store Customer Experience and Bottom Line Are Linked. Here’s Why.” Total Retail, 17 November 2021, URL. Accessed 12/8/2022.
7 “Convenience and the Consumer.” National Retail Federation, 2020, URL, Accessed 12/28/2022.
8 “New Study Shows Consumers Taking Digital Habits In-Store.” PYMNTS, 18 February 2022, URL. Accessed 12/8/2022.
9 “Executive Summary Future Consumer 2022.” WGSN, URL. Accessed 12/8/2022.
10 “Predictions 2023: Consumers Will Spend More And Demand Better.” 25 October 2022, Forrester, URL. Accessed 12/8/2022.
