A new study by Quad/Graphics, Inc. and The Harris Poll sheds light on a significant consumer trend the desire for more in-real-life (IRL) brand experiences. The study, titled "The Return of Touch," surveyed over 2,000 respondents and reveals that modern consumers are shifting their preferences back towards physical and tangible connections with brands. This shift presents a unique opportunity for brands to create more meaningful, omnichannel marketing strategies that combine both online and in-person touchpoints.

The report suggests that consumers are rebalancing their values, craving tactile interactions and seeking authentic, multi-sensory brand experiences. By meeting consumers where they are—whether in stores, at home, or online brands can build deeper connections that drive engagement and loyalty.

Findings from "The Return of Touch" Study

The survey reveals several key insights about modern consumer preferences:

• 78% of Americans prefer an in-person social life over a digital-only one.

• 81% believe that digital detoxes should be a routine part of life.

• 84% of Gen Z and Millennials value brands that blend technology and physical experiences seamlessly.

• 78% of Gen Z and Millennials appreciate digital touchpoints that enhance, rather than replace, the physical shopping experience.

According to Libby Rodney, Chief Strategy Officer at The Harris Poll, this cultural shift isn't just a pandemic-driven return to in-store experiences. "Gen Z and Millennials are seeking serendipity and human connection that online experiences simply can’t replicate. They expect brands to blend convenience with meaningful in-person moments, creating a hybrid experience that feels authentic and human."

The Tactile Renaissance: Why Physical Experiences Matter

The study highlights the importance of tactile experiences in fostering stronger connections between consumers and brands. In fact, 76% of Americans say that physical retail experiences help them connect more deeply with brands. Many consumers appreciate the "magic" of discovering products in person that online shopping can’t deliver. As Josh Golden, Chief Marketing Officer at Quad, puts it:
"The sensory impact of physically being in a store, touching merchandise, is powerful—it’s why this research validates the importance of tactile experiences in a brand's marketing mix."

Other key insights from the study include:

• 79% of Americans find online shopping efficient but lack the in-person "magic."

• 86% of Gen Z and Millennials believe that touching and feeling products is crucial to their purchase decisions.

Brands that offer immersive in-store experiences can create deeper consumer connections, influencing purchase decisions and driving brand loyalty.

Omnichannel Marketing: Bridging the Digital-Physical Gap

The study shows that consumers want more than just an in-store experience—they crave multi-channel interactions that blend digital and physical touchpoints. Print marketing has shown to be especially impactful, with 65% of Americans looking forward to receiving catalogs from brands. 71% feel that print catalogs and magazines convey authenticity, and 72% of Gen Z and Millennials wish more brands would surprise them with direct mail.

In fact, 78% of Gen Z and Millennials report that physical mail has prompted them to visit a physical store, underscoring the importance of an integrated approach that connects in-store, online, and at-home interactions.

The Emergence of Retail Tourism: A New Opportunity

The study also reveals the growing trend of retail tourism, where consumers plan trips specifically to visit hyped retail stores or pop-up shops. With 63% of respondents having planned a trip around visiting a retail store, brands can leverage Instagrammable designs and unique in-store experiences to create buzz and attract consumers to their physical locations.

60% of Gen Z and Millennial consumers enjoy the experience of waiting in line for a popular retailer, further emphasizing the power of in-person interactions. After a memorable in-store experience, consumers are likely to:

• 51% make a return visit

• 47% talk about the brand with others

• 38% explore the brand's online store

The Power of "Return on Touch"

This study emphasizes the significant opportunity for brands to create meaningful, tactile experiences that resonate with today’s consumers. By embracing omnichannel marketing strategies and blending online and offline touchpoints, brands can enhance authenticity, foster brand loyalty, and improve customer engagement.

As Josh Golden notes, the "Return on Touch" is not just a catchy phrase—it represents a tangible opportunity for brands to drive stronger, more engaged customer relationships and reap the benefits of cross-channel marketing that connects with consumers on a deeper, more personal level.