The conclusion was that stationary shoppers need significantly more time compared to online shopping. It would therefore be advisable for stationary retailers to save time. This can be achieved by using self-scanning devices or self-scanning cash registers, or by shopping without cash registers. After all, other studies have repeatedly confirmed the checkout area as the number one customer nuisance.
When shoppers already go to stationary retail, they expect more than before. They want a feel-good atmosphere and a shopping experience. Therefore, the second recommendation was to increase measures for better orientation, a higher quality appearance of the stores and categories therein.
This includes attractive furniture, emotional signage, special floor coverings, but also pushfeed systems and lighting.
Digital measures such as shopper activation at the shelf using beacon and Bluetooth technology can also help. In the future, for example, individualized offers could be sent to customers' smartphones as soon as they approach a certain category. Monitors on the shelf with recipe suggestions and product information can also be activated by beacons when products are removed.
The conclusion is that stationary retail does not yet see the digital change and the necessary investments associated with it as so urgent, since the share of food purchased online is still small. However, retailers should not oversleep the change and try to keep customers loyal in their stores.