A study commissioned and published on Thursday by Mood Media, a company focused on in-store media solutions for customer experience, shows that 76% of Dutch consumers prefer physical storesto online shops due to the atmosphere a store can offer, citing music, touch and smell as important factors.According to the study, 51% of Dutch consumers said that music played at a store could improve their mood, which results in longer visits as well as returning visits.

Touch is another factor: 27% of Dutch consumers indicated the ability to touch a product as the most important factor for a pleasant shopping experience, while 64% of Dutch shoppers indicated smell as an inviting aspect.Sensory experience aside, Dutch consumers also mentioned the ability to directly take an item home and the possibility to try-on clothing as factors to opt for physical shopping versus online shopping, winning over 39% and 30% respectively.The study “Improving the customer experience: the impact of sensory marketing” was conducted by Walnut Unlimited, an independent market research agency specializing in neuroscience, behavioral psychology and economics, and commissioned by Mood Media. Walnut Unlimited conducted a survey among more than 10,000 consumers in ten countries worldwide, including: Australia, China, France, Germany, Spain, the United Kingdom, the United States and the Benelux.