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

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.

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.

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.

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.

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).

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.

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).

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)

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)

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.

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.