One dirty bathroom is all it takes to keep shoppers from returning to a store.A new report from ServiceChannel reveals that the “basics” count when it comes to keeping consumers shopping in physical stores. Only 20% of shoppers said they have actually ever left a store because it lacked a specific technology, but 64% have left a store because of its physical appearance or disorganization, according to the study. Just as revealing, 67% of shoppers said retailers are too focused on making stores overly tech-forward and not focused enough on the basic customer experience.The study, " The State of Brick and Mortar Retail Report ," found that retailers who have not proactively invested in their physical presence leave themselves prone to disappointing in-store experiences and bad business consequences. The report focused on what causes customers to not return to a retail location, and specifies the root causes for the 70% of shoppers who have endured a negative experience in the last six months.A single negative experience such as a dirty bathroom, a broken shelf or a parking lot issue will endanger brand loyalty and repeat purchases, according to the study. Forty percent of shoppers said they will spend less money and time in a store if they've had such a negative experience, and 43% said they are more likely to shop at a competitor after a similar negative in-store experience. The report further found that consumers expect good brands to "handle the basics" well, and will spend more money when retailers deliver.Additional key findings from the report include:. Issues such as dirty bathrooms, messy floors, cluttered shelves, and or even poor parking lots have an outsized effect, especially with female shoppers, a powerful cohort in retail.. Shoppers really care about consistent experiences, and when brands get it wrong just once, 69% of shoppers are less likely to return. For high-income shoppers (those earning more than $100,000a year), expectations are even higher, with 76% citing they are less likely to return to a store after a single bad experience.. Basic amenities and the ability to touch, try-on and take home purchases immediately leads to repeat visits. Yet two out of five shoppers encountered empty shelves or struggled with disorganized inventory. And only 19% of consumers seek out retail stores primarily because "non-basic" experiences and perks like food or entertainment.. Four out of five shoppers would rather have a clean store than one that prioritizes tech, and two-thirds of shoppers think retailers are too focused on experimental tech vs. in-store basics. The most important tech for shoppers today are relatively simple capabilities like Wifi and mobile app integration.“Great retailers today understand that you need a great product, a great brand, and a great in-store experience. It’s and, not or,” said Tom Buiocchi, CEO of ServiceChannel. “Just think of the brands you visit over and over again - they get it - and growing retailers today understand that there are billions of dollars at stake and how valuable their physical locations and experiences are.”