Many Retailers Are 'Incredibly Bad' At Offering Compelling Shopping Experiences, New Survey Finds

It shouldn't come as much as a surprise in today's retail environment that stores who offer consumers an exciting and compelling reason to visit outperform those who don't.

For example, the off-price chain TJX Companies Inc TJX offer consumers the thrill of finding bargains with its constantly changing inventory. However, the majority of retailers aren't good at offering a fun shopping experience.

GPShopper asked 1,200 shoppers to describe how they feel when shopping in a store. The most common feeling was "nothing" at around 35 percent, followed by "excited" and "calm" each at around 20 percent.

"Consumers are increasingly indifferent about the store experience," Maya Mikhailov, CMO and co-founder of GPShopper was quoted by CNBC as saying. "When you're indifferent you will just shop for price, and stores need to make you feel."

The Exceptions

Commenting on the study's findings, GlobalData Retail's Neil Saunders told CNBC that most retailers are "incredibly bad" at offering a compelling in-store experience. But there are a few exceptions, including beauty retailer Ulta Beauty Inc ULTA that offers consumers hair salons, facial stations and brow bars in its stores.

Other examples of companies offering a unique and different experience include Lululemon Athletica inc. LULU that offers yoga classes while rival apparel maker Nike Inc NKE offers similar running and other fitness classes.

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