As the economy continues to recover, many consumers are steadily regaining confidence in their financial conditions. Many are making their way back into retail stores, although there are still some who remain hesitant about the market. To attract these potential customers, many retailers are focusing their efforts on making the shopping experience more fun and engaging.

Marketing Week reports that a recent study by consulting firm Fitch has shown that some consumers view shopping for and purchasing items as a chore rather than something enjoyable. When it comes to browsing online or in retail stores, customers are either in one of three mindsets, the research states: the dream mindset, the exploring mindset or the locating mindset. The first two mean consumers are open to other ideas, while the last one implies that shoppers are focused only on a brand or item and will not consider any other ideas. Of the customers surveyed all over the world, 79 percent stated they expect to only locate items and purchase them.

For this reason, consideration should be given to making in-store and online experiences fun. One example of this being done is with Fashion's Night Out, an annual event that is hosted in cities across the globe. The Huffington Post reports that clothing retailers implemented interesting and attractive initiatives that drew large crowds and ultimately boosted their sales.

This entry was posted by Retail Pro on Wednesday, September 26th, 2012 at 2:19 am .