Retailers know that if they provide engaging and interesting experiences within their stores, customers are more likely to return and continue doing business with them. This is why improving interactions and service in brick-and-mortar locations is becoming the focus for many merchants.

According to recent research from SapientNitro, 70 percent of consumers surveyed stated they believe that retailers can put more effort into enhancing shoppers' experiences in their stores. There were several strategies that respondents listed that could improve store visits, and the top rated – with 79 percent – was the ability to purchase items at brick-and-mortar locations and then have them shipped for free to customers' homes. This was followed by free internet access (63 percent), interactive displays and other elements (57 percent) and mobile offers that can be redeemed in stores (56 percent).

When it comes to interacting with retailers, research from Verint revealed that excellent customer service is more important than product price for many shoppers. Less than one-quarter of survey respondents said they prefer better prices over great experiences from businesses.