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Shoppers waiting to be invited to in-store experiences finds research

Shoppers are keen to attend in-store hosted events and would like to take part in experiential activities that bring them closer to retailers – but they are not being invited to them, according to new research.

The Modern Consumer, published by appointment software group BookingBug, is based on an independent survey of 2,000 UK and US consumers.

It found that 68 per cent of consumers would like to attend hosted events, but that only 23 per cent have received invitations to one.

The study also found that nearly three quarters of shoppers (73 per cent) research online before buying in-store, while 54 per cent sometimes search in-store before buying online; 52 per cent of US consumers and 41 per cent of UK consumers still consider physical stores to be their main buying channel.

BookingBug CEO Glenn Shoosmith says, “The biggest retailers in the world have already discovered the formula to make consumer offline engagement a crucial and valuable asset - you do not need to discount prices and compromise margins to get consumers into a store but provide them with a clear reason to spend time visiting. If retailers know that customers do research in-store before buying online, then it makes sense to create services that will make that insight easy to consume."

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