More than 70% of Russians named service as a key factor in choosing a store

Despite the growth of online purchases, the offline format still maintains a stable position and is not inferior to digital channels. For more than 70% of Russian customers, the comfort of shopping is largely determined by the level of service and thoughtful organization of the retail space, according to research by Sbermarketing and STOCKMANN. The survey data was reviewed by Izvestia on June 15.

When choosing an offline store, customers pay attention primarily to the behavior of the staff. Inconsiderate or rude sellers annoy 68% of the respondents. At the same time, among the factors of choosing the store itself, the courtesy and responsiveness of the staff took the fourth place with an indicator of 94%, being approximately on a par with the breadth of the assortment and the availability of the right sizes (96%), the price level (96%) and cleanliness in the sales area (95%), according to a study by Sbermarketing.

However, it's not just about formal politeness. As noted in STOCKMANN, the customer's request is shifting towards a more subtle and relevant interaction. The key factors in choosing a store are the price-quality ratio (92%), the guarantee of product originality (91%), as well as the unobtrusive willingness of consultants to help (91%).

This trend is confirmed by the data from Sberbank: customers expect an attentive but delicate customer experience. Among the basic expectations are a greeting (66%), willingness to help on request (49%) and an offer of alternative options (52%). Style and combination consultations are perceived more as an additional option (39%). In other words, the modern buyer expects the presence of a consultant, but not pressure from him.

Tell us about shopping: Russians have started spending more in stores

The average receipt increased by 10%

"Consumers in fashion are becoming more rational: they compare prices and wait for promotions. But at the same time, the emotional component of the purchase does not disappear anywhere. Our research confirms that customer experience is not a "soft" factor, but an important driver of conversion and repeat purchases. Brands that are able to establish correct, unobtrusive, but truly attentive contact with the customer both on and off the sales floor gain a competitive advantage that is difficult to copy," said Anna Tupikina, Director of Marketing and Research at Sbermarketing.

The study noted that the physical store retains advantages that online is not yet able to replace. According to STOCKMANN, 93% of customers consider it critically important to see and touch an item before buying, 52% appreciate the opportunity to receive the product immediately, and 34% note the importance of the shopping atmosphere.

In addition, the organization of the retail space directly affects the purchase decision. According to Sbermarketing, the display of goods is important for 70% of buyers. At the same time, 54% prefer displaying clothes on mannequins, while the young audience of 18-24 years old more often chooses placement on hangers.

This attention to detail confirms that for most customers, the offline store remains an important part of the consumer experience, despite the active development of digital channels. However, according to STOCKMANN, two thirds of respondents prefer a hybrid approach to shopping. Only a quarter of the audience buys offline in department stores (24%), and only one in ten respondents (10%) buys online.

"Customer behavior is becoming more prepared and structured: before visiting a store, they already form a set of expectations based on digital channels — from the assortment and price to the possible service. Offline, there is an actual verification of this "digital scenario" for compliance with real-world experience. Today, it is not only the price and the product that are important, but also how smoothly and logically the online and offline customer experience are connected for the buyer," said Maria Gaiter, Marketing Director at STOCKMANN.

Anastasia Kudryavtseva, Adviser to the Chairman of the Board of JSC National Savings Bank, told Izvestia on March 27 that the decline in consumer confidence is due to the accumulated effect of uncertainty and pressure on real incomes, which is gradually changing the behavior of the population and restraining demand for large purchases. At the same time, the basic consumption remains, but it is the optional, "additional" expenses that begin to decrease in the first place. For the economy, this means uneven pressure on industries.