Fun element is key for shopping, research shows

It’s official. New research suggests there’s a link between revenue growth and how ‘fun’ consumers perceive an in-store shopping experience to be.

Well, at least that’s according to digital signage consultancy Saturn Visual Solutions’ survey carried out by OnePoll that has identified which brick and mortar stores UK consumers viewed as being the most ‘fun’.

However, only two fashion and one beauty-related retailers make it into the top 10 –  fashion/lifestyle retailer TK Maxx is third, beauty retailer Lush is fourth and M&S eighth. Top two were IKEA and LEGO.

And it showed that eight of the companies listed reported positive financial growth in their last (2023) audited accounts. Seven out of the top 10 reported a turnover growth greater than 5%.

Saturn CEO Chris Welsh said: “The findings underline how vital it is for retailers to imbue a sense of fun in their brick-and-mortar stores. The more fun and inspiring retailers can make their stores and extend the time their customers want to spend in store, the more profitable they’re likely to be.”

In the survey of 2,000 UK-based adult full-time and part-time workers, stores in the top 10 ‘most fun’ list have been known to use a variety of tactics to encourage customers to spend more time in-store and have more of an ‘experience’ rather than just undertaking a basic transaction.

For the 10% of respondents drawn to TK Maxx, it was the constantly changing selections of reduced-price brand names and designer products. It was equally as popular with males (10%) and females (10%). 

Lush was by far the most popular cosmetics store (9%), with both Boots and Body Shop named by just 5% of respondents. Respondents highlighted its store offer of product sampling, in-store parties, consultations, and, in some stores, spa treatments.

Responents particularly rated M&S’s variety and volume of fashion products and also highlighted its bra-fitting service as a draw.

Welsh added: “The longer customers spend in a store having fun, the more of a long-term connection and affection they forge with that brand.

“There are many brick and mortar stores that offer in-store only services and products but they aren’t made obvious enough to customers.

“This is where digital signage can be invaluable to in-store-retail, as a single display can be used to draw attention to any and all of the benefits of the in-store experience, whilst also showing inspiring visuals and highlighting promotions.

“If touchscreen displays are used, they can also be used to make the in-store experience most interactive, allowing customers to learn about products, the company, services available in-store [and] book consultations with product experts on-site.”