National brands need reach to grow, but reach alone can’t make a brand magically matter in every community.
At Rise, we talk a lot about how growth is built market by market, retailer by retailer, household by household. “Return of Touch: The Human Advantage” — new research from The Harris Poll (THP), presented by Quad — connects that POV to what makes brands really resonate for consumers.
THP’s study, for which it surveyed more than 2,000 U.S. adults, shows that even as e-commerce continues to grow, consumers still value physical stores for discovery, connection and experiences that feel rooted in the world around them. In other words, people think of brick-and-mortar stores as more than just places to complete a transaction. IRL retail can help brands earn attention and loyalty through experiences people choose to seek out — and a local-first approach to media strategy can message around those experiences in ways that are truly relevant to, well, the locals.
The whole “Return of Touch: The Human Advantage” study is a must-read for brands and retailers, but for now we’re sharing a handful of key findings:
50% of Americans look forward to in-person shopping to discover unique products. Online shopping obviously offers unlimited options, but for a lot of shoppers, the selection, curation and tactile engagement offered by physical retailers are major draws. Brands can build on that with market-specific messaging, launches, pop-ups and displays that give shoppers something distinctive to find in each location.
72% of Americans say they are likely to shop at stores that support local causes or charities; 67% say the same of stores that partner with local artists, makers or small businesses. These numbers show how local relevance can become part of the retail experience. Partnerships that reflect a specific community can make a national brand feel more connected to local consumers.
64% of Americans say they’re likely to shop at stores that host workshops, classes, demonstrations or talks. And 63% say events or activities in stores make them feel more connected to brands. Participation gives shoppers a reason to truly engage with a brand and creates a memorable experience.
69% of Americans have gone out of their way for an in-person shopping experience. Among the draws: famous shopping districts or malls (36%), flagship or iconic stores (29%) and in-store events (28%). Local-first media planning for brands can help identify which experiences make the most sense for specific markets, from high-profile launches to integration into neighborhood events.
74% of Americans say in-person store experiences influenced their behavior in the past year. For 36%, that meant an immediate purchase; for 28%, a brand recommendation; and for another 28%, a return visit to buy later. An IRL shopping experience can contribute to more than one moment in the customer journey.
The takeaway: Think national to create consistency and scale. Plan local to make the consumer experience relevant. That’s how individual store visits can help add up to lasting brand growth.
Want to learn more? Download “Return of Touch: The Human Advantage” here.