Consumers Seek More Tactile Shopping Experiences | Behind the Numbers

Summary

Behind the Numbers: Consumers Seek More Tactile Shopping Experiences

Podcast Information:

• Title: Behind the Numbers: an EMARKETER Podcast
• Host/Author: EMARKETER
• Episode: Consumers Seek More Tactile Shopping Experiences
• Release Date: July 18, 2025

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Introduction

In the July 18, 2025 episode of Behind the Numbers, hosted by Marcus from EMARKETER and sponsored by Quad, the discussion centers on the resurgence of physical retail experiences amidst an increasingly digital landscape. Joining Marcus are Suzy, EMARKETER’s Vice President of Content and Head of the Retail Desk, and Tim Malini, President and Chief Strategy Officer of Agency Services at Quad.

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The Balance Between Digital and Physical

Tim Malini opens the conversation by emphasizing the importance of blending digital and physical touchpoints. He states, “It seems we are three-dimensional creatures and we live in a three-dimensional world. And the digital world is just an extension of that” (04:00). Tim argues that consumers crave a balance, as evidenced by younger generations seeking digital detoxes and desiring in-store experiences.

Suzy adds, “What [consumers] want more than a screen, because they're doing their homework on screens, they're working on screens, they're being entertained watching TV” (08:58). This highlights a growing desire among younger consumers to reconnect with the tangible world.

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Insights from Recent Research

The episode references a significant study conducted by Quad and the Harris Poll, revealing that:

• 80% of young people engage in some form of digital detox (04:35).
• 86% believe that touching products influences their purchase decisions (04:40).
• 63% of consumers plan their daily activities around shopping trips (07:24).

These statistics underscore the persistent relevance of physical retail spaces and their integration with digital strategies.

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Experiential Retail: Creating Meaningful Interactions

Suzy discusses the evolving definition of "experience" in retail, pointing out that it varies by context and demographic. She shares, “If you create that cultural sort of space and you create a destination, whatever that looks like for your brand that's authentic, people will be inspired and they're going to come back” (17:12).

Tim Malini further elaborates on the emotional connections brands must foster: “A great brand is an experience. There's an emotional component that I experience, how I feel when I see the logo or how I respond to your advertising” (09:02). He stresses the need for consistency and authenticity across both digital and physical channels to build lasting relationships with consumers.

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Tactile Engagement and Emotional Connection

The conversation highlights the power of tactile engagement in enhancing consumer experiences. Tim mentions, “If the brand comes through in that, I have more emotional connection with that company, with that brand” (17:28). He highlights phenomena like unboxing and beautifully packaged mail that create anticipation and delight, thereby strengthening brand loyalty.

Suzy echoes this sentiment, noting the difference in emotional connections based on packaging quality: “It's like so beautifully packaged. Sometimes it comes from the distribution center still in the plastic bag. ... it certainly creates a different emotional connection when I could tell someone took the time to make my package look very pretty” (18:20).

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Challenges and Considerations in Creating Physical Experiences

The hosts discuss potential pitfalls in creating in-store experiences. Marcus shares an example of a failed experiential attempt: “If you can't deliver the promise, which is, I have the shoes, I have the coat, I have the jeans ... then you lose” (15:50). This underscores the importance of ensuring that experiential elements do not detract from the core purpose of the store.

Suzy adds, “...it depends on if it's younger folks or a certain demographic, they want an experience to be a pop star... or there's like a makeup counter person that's doing your makeup for free...” (12:04). Tailoring experiences to the target audience is crucial for success.

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Future of Retail: Integration and Authenticity

Looking ahead, Tim Malini advocates for seamless integration of digital and physical marketing efforts: “Your digital campaign is going to be a lot more effective if you drop direct mail at the right time and vice versa” (11:26). He warns against viewing digital and physical strategies as mutually exclusive, promoting a holistic approach instead.

Suzy reinforces the necessity of meeting customers where they are, both physically and digitally: “Meet them, the customer, where they are, and that way you remove a lot of friction points for them” (11:26).

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Conclusion

The episode wraps up with a summary of the key findings from Quad and Harris Poll’s report titled The Return of Touch. The hosts emphasize that despite the digital surge, physical retail remains vital, especially for fostering emotional connections and providing tangible experiences that digital platforms cannot replicate.

Marcus concludes, encouraging listeners to access the full report for a deeper understanding of these trends.

"The full report is called the Return of Touch, and you can click the link in the show notes if you want to read all of the findings from Quad and Harris Poll. It's a brilliant piece of research." (19:07)

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Notable Quotes

• Tim Malini: “It seems we are three-dimensional creatures and we live in a three-dimensional world. And the digital world is just an extension of that.” (04:00)
• Suzy: “They want an experience to be a pop star is there signing autographs or there's like a makeup counter person that's doing your makeup for free.” (12:04)
• Tim Malini: “A great brand is an experience. There's an emotional component that I experience, how I feel when I see the logo or how I respond to your advertising.” (09:02)
• Suzy: “Meet them, the customer, where they are, and that way you remove a lot of friction points for them.” (11:26)
• Marcus: “The full report is called the Return of Touch, and you can click the link in the show notes if you want to read all of the findings from Quad and Harris Poll.” (19:07)

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Key Takeaways

1. Integration of Digital and Physical: Successful marketing strategies must blend digital and physical touchpoints to meet consumer desires for both convenience and tactile experiences.

2. Emotional Connection through Tactile Engagement: Physical interactions, such as touching products and receiving beautifully packaged mail, create stronger emotional bonds with brands.

3. Experiential Retail: Creating unique and authentic in-store experiences tailored to specific demographics can drive consumer loyalty and repeat visits.

4. Importance of Consistency: Brands must maintain consistency and authenticity across all channels to build trust and emotional connections with consumers.

5. Future Trends: Despite the rise of digital, physical retail remains crucial. The future lies in seamlessly integrating both realms to provide comprehensive and engaging consumer experiences.

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For a detailed exploration of these insights, listeners are encouraged to read the full Return of Touch report available through the podcast's show notes.

Transcript

[Marcus]

In marketing, everything must work seamlessly or efficiency, speed, and ROI all suffer. Suffer, I tell you. That's why Quad is obsessed with making sure your marketing machine runs smoothly with less friction and smarter integration. Better marketing is built on Quad. See how better gets [e-mail] BuildBetter hey, gang. It's Friday, July 18th. Super. Suzy, Tim and listeners, welcome to behind the Numbers, a new marketer video podcast made possible by Quad. I'm Marcus, and today I'm joined by two people. Let's meet, then. We start with our vice president of content and head of our retail desk, Living life in New York, it's Suzy. David Kenyon.

[Suzy]

Hello. Thanks for having me.

[Marcus]

Hello there.

[Tim Malini]

Of course.

[Marcus]

Of course. We're also joined by President and Chief Strategy Officer of Agency Services at Quad Living in New York as well, it's Tim Malini.

[Tim Malini]

Hello. Great to be here.

[Marcus]

Hello, sir. Welcome to the show. Thank you. He's an external guest, so we start, of course, with a Speed intro. This is the part where we get to know our guests a little bit better. Internal and external. Two questions. First one's just for Tim. Tim, what do you do? In a sentence.

[Tim Malini]

I try to make the hard parts of marketing easy for clients.

[Marcus]

Very nice. And tell us a bit about Quad.

[Tim Malini]

So Quad is a legacy printer that now offers the complete range of marketing services. We have a great creative agency called Betty. We have a fully integrated media agency called Rise Design Studio called Favorite Child. We do direct. We have an incredible data platform. So anything you could ask an advertising agency or media agency, fully integrated marketing services company to do, we do at Quad.

[Marcus]

Very nice. Second question. First to you, Tim. If money wasn't a factor and you weren't allowed to do what you're doing right now, what job would you want to do and why?

[Tim Malini]

I would write novels, which I do now with my day job, but I would probably write more. I would write in different genres. I'd maybe write books for young readers, kids books, things like that. Right now, I just have time to write mystery novels, but I love my day job, so I'd only write full time if I wasn't allowed, as you said, to do my day job. I like the balance. I like doing both.

[Marcus]

Very nice. You already have some stuff published?

[Tim Malini]

Yeah, Six novels out, A bunch of short stories. Yeah.

[Marcus]

Okay. And your favorite is.

[Tim Malini]

Favorite is probably the most recent, Hanging the Devil. It's an art heist. It's a global art heist. So if you've ever fantasized about robbing a museum, this might be the book.

[Marcus]

For You, Susie has always, you've robbed.

[Tim Malini]

A museum or just thought about it.

[Suzy]

All of the above.

[Tim Malini]

You don't have to say on air. That's okay.

[Marcus]

Susie, how about you? What would you do?

[Suzy]

So I, true story, would be a journalist slash talk show host and it would be something between an Oprah Winfrey and a Barbara Walters. My friend's mom in high school has already dubbed the name of my show. So if anybody's listening, I would like to, to produce it. It would be called Suzy Secrets. And I think it would be amazing.

[Tim Malini]

I would watch that show all day long.

[Suzy]

Thank you.

[Marcus]

I, I probably wouldn't. You said you were better than Letterman. You said you'd be better than David Letterman. And that seemed too much for me.

[Suzy]

You know, I mean, I, I don't even know what to say to that.

[Marcus]

Come on, we're happy to have you here. And luckily you've got a day job. Today's real topic, the future, is physical reclaiming real world relevance in a digital age. All right, folks, today we are talking about the physical realm. It's the one we live in. Sometimes we forget that. Tim, I want to start with this question. Why should brands care about physical touch points in today's overwhelmingly digital first age.

[Tim Malini]

It seems we are three dimensional creatures and we live in a three dimensional world. And the digital world is just an extension of that. And I think often marketers make it an either or proposition. Am I a digital brand? Is this a digital store? When in fact customers want a blend of both because that's their reality. And we're seeing that. You see this in this study. Younger consumers in particular are trying to digitally detox. They want in store experiences. They want to get catalogs, direct mail. The tactile sense has gotten lost in the swing to digital. We want to do both as marketers, you know, what's the balance? But it all works together.

[Suzy]

Yeah.

[Marcus]

And the study you're referencing, you just put out a piece of research with the Harris poll. Tell us a bit about that, quick.

[Tim Malini]

Yeah, it's a big study with the Harris poll and Quad, and it looked at the relationship between the physical and digital. And some of those stats were extraordinary. I mean, you have eight out of 10 young people saying they explore some kind of digital detox, which we were talking about earlier, and that's just become part of their routine. But then things like 86% saying touching products changes their decision to buy. They're craving surprises in mail. They like getting catalogs. And for me, it's an extension of what you Start to see with retro fashion vinyl, just the return to analog, we forget that touch is the most powerful sense we have. And brands need to activate that in conjunction with everything else they do.

[Marcus]

Yeah, it's easy to forget that. Suzy, our forecasting team continues to point out the shopping in store matters more than online. And the dollars seem to reflect that 83% of folks shopping in brick and mortar locations this year. Fast forward to 2029, which seems way in the distant future. It's still over 80% of people shopping in stores. So in store still matters, which seems ridiculous to say, but sometimes we need reminding of that, apparently.

[Suzy]

Oh yeah, absolutely. Not only does it matter, but it's paramount. Right. And what's even more important is to think about how do you get people into a store, whether it's through a good experience or whether it's through good product. But then how do you try and stay connected with them while they're in the store? So you mix and match digital with physical so that you have an even more powerful experience.

[Tim Malini]

Yeah, exactly. If I get a piece of direct mail that might have a QR code that might refer me to some offer or something else in store, how do you make sure when they're in the store that's a good experience they don't get distracted? All of that goes hand in hand.

[Marcus]

Yeah. And it seems to depend on the category quite significantly. Jennifer Williams of the Wall Street Journal is reading a piece that she just wrote and she was saying time spent lingering in the stores has been declining in recent years. However, it has begun to pick up in certain sectors, apparel, beauty, things like that. She said it's they're both rising by about 4 and 2% respectively in the first kind of part of this year versus the same period in 2023. Data from Alex Partners there. So it does depend on the category. But Tim, it does seem as though regardless of the category, a lot of folks do center their day around the trips that they've got to make to whatever store that is. 63% of consumers planning trips around retailers according to this piece of research that you research that you just put out.

[Tim Malini]

Well, you think about your own experience. You know, what am I going to have for dinner tonight? And you know, do I need something in the house? Do I need something in the apartment? Am I going to meet friends later? Am I going to stop along the way at a particular store? So a lot of the things that we think of as chores or errands are in fact shopping trips and experiences that lead you back into the physical world. A lot of those are taken in conjunction with. I looked up something online or I might like that. I'm going to go in the store and check it out. I'm going to see if that fits or if I like the fabric or I want to just know where the store is. And that combination is what we're seeing both in how you can reach consumers, but also what people want as experiences. Especially. Again, for me, the most surprising thing about the study that when you stop and think about it actually makes sense, is Millennials and Gen Z, the numbers go even higher. They're the ones who really want to get out there and experience the real physical world again.

[Suzy]

What was really surprising in a good way is that it is truly the younger generation that wants the digital detox and is looking for that sense of community and belonging and like that buzz. You know, if you think about in New York, there were some stores long ago in soho who had lines for people to get in, Right. And so it's like this whole experience that they're looking for in a vibe, and it's coming from the younger generation who that's what they want more than a screen, because they're doing their homework on screens, they're working on screens, they're being entertained watching tv. I mean, everything is happening on a screen. It all starts to blur. This is where the store comes in, right? The physical stuff.

[Tim Malini]

And I think brands forget that a brand, a great brand, is an experience. There's an emotional component that I experience, how I feel when I see the logo or how I respond to your advertising, but the product itself, the store experience, all of that. So how do you tie that entire experience into an unbroken thread? And you need to think about that from your marketing standpoint as well, because that's where the points of consistency and authenticity come through, especially for younger shoppers.

[Marcus]

So, Tim, we're talking a lot about young people wanting those types of in store experiences, but it's the older folks who have had those in the more traditional sense. And so I'm wondering what's making younger folks want a more physical retail experience, in your opinion, when they don't remember, you know, the Toys R Us stores, the same way that folks who, you know, are kind of late millennials and.

[Tim Malini]

Up experienced, I think part of it is a yearning for. It's almost a primal desire for the tactile. Again, if we haven't been using that sense except to swipe one way or the other, just tap on our phones, it's not really the same Retailers have long talked about, should we have a scent in the store, what are the colors we use, things like that. Those are all different ways to activate your senses and create an impression. But also a memory. Right. An emotional memory. And I think for younger consumers, when you look at things like DJ culture, leading to this interest in vinyl and record players, why has that had staying power? There's something really cool about holding a record. It's great to listen to music on Spotify, but it's also great to actually have a thing and own a thing and touch that, take it out of the slip case and all of that. I think you're seeing a lot of retro products come back for their utility, but also because of that tactile experience. But the study really hit on interesting things like wanting to get direct mail, wanting to see catalogs. We see the big digital retailers like Amazon doing a Christmas catalog. Why is that? Something great about flipping through, getting ideas, marking pages? That's not to say they're not advertising to you digitally. It's not to say that their site isn't critical. That's the heart of their business. But how do you use those things in conjunction? And I think marketers make the mistake thinking it's either or. Your digital campaign is going to be a lot more effective if you drop direct mail at the right time and vice versa.

[Suzy]

I mean, there's a reason why we always say meet them, the customer, where they are, and that way you remove a lot of friction points for them. Right. And we forget sometimes that that is both a physical and a digital, and it comes together sometimes, and that's okay.

[Tim Malini]

Yeah.

[Marcus]

I want to pick up on a word we've been using, which is experience. Susie, I wanted to throw this at you. So Grant Gustafson, head of retail consulting and analytics at Sensomatic Solutions, thinks quote, post pandemic. We have definitely seen a shift where when consumers decide to shop in store, they are expecting an experience. Close quote. What do you make of that?

[Suzy]

So I think it's kind of like the idea of value. It means different things to different people. I don't know if you guys saw some of the LinkedIn posts of the 4th of July weekend where people were going into. It happens to be the same store where the shelves were empty. So, like, that's a bad experience. Right. So, like, everything about going into a store is technically an experience. I think depending on who the audience of that study was, it could be, you know, if it's younger folks or a certain demographic, they want an experience to be A pop star is there signing autographs or there's like a makeup counter person that's doing your makeup for free or there is an advisor who's helping you pick the right outfits. All of these things are experiences. Beading, necklaces, like all of these things could be experiences. So I think it just depends on the context.

[Tim Malini]

What I love about that is if you think about retail, for the longest time it was stock the goods, I'll go get the goods. I know where to get them now because I can buy things off my phone or there's alter other alternatives in my area. Beyond the experience, retailers have to realize they're in the hospitality business. So what's it feel like when I go in? What's the aisle width? What's the lighting like?

[Suzy]

Yeah, the cleanliness. I mean, all these things.

[Tim Malini]

Yeah. If I don't enjoy that experience or the shelves are bare, I'll just order it online or I'll go to another store. And yet, if it's a welcoming environment, in addition to coming back, there's that sense of discovery. And that's one thing you see with younger audiences. And you look at the success of certain retailers like TJ Maxx, you literally don't know what you're going to get. And that's part of the fun of it. I can go in and out, but discovery is a big part of shopping that I think got lost for a little while there.

[Suzy]

Yeah. And you know, it depends. If you're going to a grocery store, you kind of want to go in and out. Right. So the experience needs to be different than TJ Maxx. That is known to be the treasure hunt. They kind of do it on purpose like a Costco. I'm pretty sure they move everything around on purpose. So you discover things you didn't know you needed. Right. The Printon here in New York. I don't know if you've had the chance to see it. It is truly an experiential place. Right between the makeup stuff that is only two brands, maybe three brands, but then there is like a little bar and a tea place. And the shoe salon is truly a salon. I think it just depends. Experience matters, but understanding what that looks like for your consumer once you have the basics down, that depends on.

[Marcus]

Yeah, I think you're spot on. At first when I thought of Experience, I was like, okay, something a bit above and beyond. And there was this example in the Wall Street Journal piece talking about Canada Goose and customers trying on Parkers and cold weather. Cold weather gear in cold rooms where the temperatures are below freezing. Have you done. Gone and done that before?

[Suzy]

I have done it.

[Marcus]

Oh, what was it like?

[Suzy]

So I'm not saying this about Canada Goose, but. But I am saying that there could be experiences that are gimmicky. Right. So there's another retailer who shall remain nameless that had like a jean try on machine where you walk through. Do you know about this one? If I said the name, you would know, but I'm scared to say the name. So like if you go into the machine, it would like 3D image you to tell you what are the right. Yeah. What are the right jeans in the right size for you? Amazing. There was always a lineup, but they didn't always have those jeans in that brand in that size available for you. Right. So the cold room is not the right example. Any of these more gimmicky experiences. If you can't deliver the promise, which is, I have the shoes, I have the coat, I have the jeans, and whatever you're looking for on the spot, then you lose. You're better off having less sort of glitzy experiences, but find ways to create that community. You know what a book reading. I mean, there are lots of things you can do that will help foster loyalty without losing yourself in that.

[Tim Malini]

Yeah, yeah.

[Marcus]

There was an example, Coach stores offering coffee and cocktails. And they were saying, the company was saying that the more immersive stores are performing better than other locations. Elevated traffic, longer dwell times, higher frequency of returning. And they were saying it's been resonating with Gen Z's in particular, which I thought was quite interesting.

[Tim Malini]

Yeah, they again, they're buying into the experience. And in a way, that's where you have to think about your marketing as an experience too. I mean, that's part of the experience. And I think sometimes marketers try to make things overly complicated and forget that people do business with brands that they like. And most things are a want, and if it feels like a should, it gets put back burner. But if it's a I want to go to that store, I want to buy this product, or I want to look at this catalog, then people start to engage because there's so many choices. That tyranny of choice can paralyze people. And instead you have to be a little more inviting and a lot more human. And I think that got lost for a while.

[Suzy]

Absolutely. And if you create that cultural sort of space and you create a destination, whatever that looks like for your brand that's authentic, people will be inspired and they're going to Come back versus, like, you know, this is a distribution point, which it used to be thought of that. And maybe for groceries, it really is that. But there are lots of brands where it shouldn't be just a distribution point, because then you can just be online and do it online.

[Tim Malini]

Yeah, exactly.

[Suzy]

One of the other things I loved about the report was this whole idea around the wow factor. And it's beyond the T.J. maxx treasure hunt. It's almost like touching and feeling brings this surprise delight. And you guys had some great information on that.

[Tim Malini]

Yeah, I mean, that goes back to the tactile memory and experience that we all crave. It was something like 7 out of 10 millennials in Gen Z said they wanted to be surprised by brands by getting things in the mail, you know, even direct mail. And I think the key word there is surprised. Yeah, right. That idea that, oh, I wasn't expecting that. And now I'm holding something. And even if that leads me to something as simple as a QR code, if the brand comes through in that, I have more emotional connection with that company, with that brand, now I'm thinking about that product in a different way. And whatever I just glimpsed in my peripheral vision digitally, or if I happen to pay attention to a TV ad or saw something on YouTube, it's not only just going to stay with me. I appreciate the fact that I didn't see that coming. And I think same with catalogs, same with in store experiences. That surprise and delight is a real thing in the physical world.

[Suzy]

Even things like getting a package in the mail. Right. And the way it's packaged. Sometimes I shop at the same stores all the time. Sometimes it comes, you can tell it came from a store. It's like so beautifully packaged. Sometimes it comes from the distribution center still in the plastic bag. And there's no right or wrong necessarily, but it certainly creates a different emotional connection when I could tell someone took the time to make my package look very pretty.

[Tim Malini]

You mentioned unboxing. You know, that is. Is a thing that is now celebrated, but everybody loves to get packages in the mail. It's like Christmas every day. And some brands have done a brilliant job with their packaging where that's part of the experience and it's creating an anticipation of the quality of what you're going to get. It's this almost subcutaneous excitement that fuels that brand connection.

[Marcus]

Excellent. Unfortunately, that's all we've got time for for today's episode. The full report is called the Return of Touch, and you can click the link in the show notes if you want to read all of the findings from Quad and o' Hara's poll. It's a brilliant piece of research. But thank you so much to my guests for hanging out with me today. Thank you. First to Tim, thank you great being here. Yes sir. Thank you to Susie.

[Suzy]

Thanks for having me.

[Marcus]

Always a pleasure. And thank you to the whole editing crew and to everyone for listening in to behind the Numbers, new marketed video podcast made possible by Quad. Subscribe to hear about new episodes. Follow us so we appear in your podcast library and leave a rating review if you can. Behind the Numbers will be back on Monday, July 21st. Happiest of weekends.