Customers want more engagement with businesses.

Another offering, another customer.

Customers want more from the businesses they frequent and offering more can easily keep you top of mind.

When asked how interested they’d be in trying a new type of offering in a business known for something else, 80% of customers said they’d be somewhat interested or more. And the purchasing data supports this. Over half (51%) of consumers purchased retail items at their local restaurant last year.

New offerings can also help keep customers engaged, and increased engagement can directly lead to increased purchasing (hi, impulse latte). Here’s how the majority of global consumers (81%) would spend time or take action at a business with a secondary offering:

41% of global consumers would spend more time browsing.
36% of global consumers would meet up with friends or family.
34% of global consumers would stop in frequently to see what's new.
30% of global consumers say they would make an impulse buy.
81% of global consumers say they would do any of these.

What customers crave most, however, differs across the globe. In comparison to AU, CA, and UK consumers, U.S. consumers are the most interested in participating in events or displays offered in-store only. U.S. businesses have a unique opportunity to lean into classes and events to draw in new revenue streams and tap into a broader customer base.

Not sure what kind of class or events to offer? Spend time analyzing your mission, your ideal customer, and your strengths. For example, does your business specialize in homemade goods like candles? A class or an event geared toward a niche candle creation could be exactly what interests your customers.

KEY TAKEAWAY

Use your Square Dashboard and Square CRM tool to understand your most popular products, what your customers gravitate to the most, and opportunities for growth.

Customers want to streamline the things on their to-do lists. Making life easier for customers is the quickest way to encourage them to shop with your business again. When we asked consumers which in-store options they’d be interested in trying if offered by a business, here’s how they voted:

61% would be more likely to try a loyalty program with perks for in-store shoppers if offered.
48% would be more likely to try in-store dining options like a coffee or wine bar if offered.
29% would be more likely to try interactive displays, kiosks, or activities if offered.
21% would be more likely to try QR codes for additional information or promos if offered.
19% would be more likely to try virtual experiences like VR or AR if offered.
12% would be more likely to try renting space for a party or event if offered.

It’s important to note that in-store dining options like cafes or wine bars resonated across multiple generations with half of customers expressing interest if offered. Here's a look at how in-store dining resonates by generation:

52% of millennials would be interested.
51% of Gen Z would be interested.
48% of Gen X would be interested.
43% of baby boomers would be interested.

KEY TAKEAWAY

Customers are interested in loyalty programs and in-store dining options, and giving them both can work as a key way to keep them engaged. Square Loyalty can simplify this offering for businesses by integrating with your point of sale, keeping your products and customer-centric efforts all in one place.