ALMANAC: STORE FIXTURES & INTERIORS
The importance of the halo effect between physical and online
sites cannot be overstated. A study by ICSC has found that
when retailers invest in brick-and-mortar locations, their online
presence also grows. In fact, the study found opening one new
physical store in a market resulted in an average 37% increase
in overall traffic to the retailer’s website, plus an increase in
brand awareness and consumer perceptions, compared to markets with no physical locations.
It’s a phenomena that has not gone unnoticed, and Way-fair, Figs and Facebook (via Macy’s) are now among those that
have joined Amazon and Google in establishing a physical
store presence.
The strength of brick-and-mortar stores is also being seen
on a global level. For a fourth consecutive year, respondents
to PwC’s 2018 Global Consumer Insights Survey said they have increased – not decreased – their shopping in physical stores. In-person interaction with knowledgeable sales, and the “social”
experience of retail shopping, have contributed to this trend.
Holiday shopping
Online
retailers: 60%
Mass
merchants:
52%
Traditional
department
stores:
32%
Off-price
stores:
28%
Online retailers and mass merchant
stores remain the top two shopping
destinations.
Source: Deloitte’s 33rd annual Holiday Survey of consumer spending intentions and trends; national
sample of 4,036 consumers, multiple responses allowed. 2018 Deloitte Development LLC.
Source: P wC, Global Consumer Insights Survey, 2018. Base: 22,481. Chart represents percentage of
daily and weekly usage combined.
Global retail purchases: In-store & mobile on the rise
In-store
PC
Tablet
Mobile phone
42% 44%
27%20%
8%12%
7%17%
Shopping platforms by household income
More than half of omni-channel shoppers have an annual
income of over $50,000. Millennials make up half of the
omni-channel shoppers.
Omni-
channel
Less than $50,000
22%
14%
22%
14%
23%
15%
$50,000-$74,999
$75,000-$99,999
$100,000 or more
Online store only
Physical store only
Source: : ICSC. The Halo Effect: How Bricks Impact Clicks, conducted February through May 2018.
Market Data Sources: PwC, Vend, Deloitte, ICSC, National Retail Federation, Visual Merchandising
+ Store Design, Chain Store Age, IHL Group, Shop! Association, design:retail. Category: Store
fixtures & interiors: display cabinets & cashwraps, POP & full store interiors, kiosks, endcaps,
slatwall & systems
Quick Stats
The National Retail Federation’s Consumer View finds that
physical retail remains an important touchpoint for consumers, particularly when they are looking for something specific
rather than to just browse. NRF previously forecasted retail
sales to increase between 3. 8 and 4. 4 percent in 2018.
For each company closing stores, 2. 7 are opening stores, according to IHL Group’s Company Reports.
Retail specialist Vend predicts traditional store formats to
decline as retailers increasingly customize store formats to
address the needs of different markets and locations.
