Survey finds the physical environment offers the best opportunity to restore consumer control during in-person shopping and dining

CHICAGO, May 12, 2021 – The past year has left consumers feeling powerless over their social lives, work lives, and their ability to shop and dine out safely. Weaknesses in physical retail were exposed and as a result brands are leaning into the learnings that will help bring autonomy back to the consumer. Big Red Rooster, a JLL company, partnered with ENGINE Insights and surveyed over 1,000 representative U.S. adults about how consumer behaviors and expectations have evolved in the wake of COVID-19, shedding insights into how physical spaces can refuel consumer confidence through in-person physical experiences.

“A perceived lack of control caused one-third of consumers to feel some amount of anxiety on their last trip to a store or restaurant. There’s a lot of opportunity for brands to increase confidence and restore that control,” said Emily Albright Miller, Senior Vice President, Strategy, Big Red Rooster. “With 55 percent of consumers reporting they go to physical stores to seek assistance from store employees, brands shouldn’t overlook how the human component of an in-store or dining experience holds significant power in serving as a source of comfort in physical retail commerce. For many, it’s the very reason they chose to shop in-person instead of online.”

Demographics are driving significant increases in the consumer desire for control when shopping and dining in-person, with Boomers ranking the highest in desire. Additionally, men are more likely to visit a store for the human element, with 59 percent selecting this driver compared to 51 percent of women. 

While 76 percent of consumers say they go to physical stores or restaurants because they know exactly what to expect from the experience, only two-thirds of consumers reported feeling fully confident in the safety and service standards of their last trip. Gen Z, known for being particularly security-driven, is the least likely to have felt fully confident. 

Another 72 percent of consumers say they go to physical stores or restaurants because they want the enjoyment of picking out products in person and 74 percent report they go to physical stores and restaurants because they receive their products immediately, without the wait.

“Consumers cherish the enjoyment that comes with seeing and feeling products in person before making a purchase. In-person shopping offers immediate gratification that can’t be replicated online,” said Miller. “The ability to offer consumers the opportunity to shop whenever, wherever, or however they want provides an unmatched feeling of freedom and flexibility. Those are the feelings that create brand loyalists.”

For more information on Big Red Rooster and to read the full survey and results, please visit: bigredrooster.com/remix.