Share this content

Retailers, make way for the ‘omnishopper’!

26th Feb 2013
Share this content

Retailers must prepare for the next generation of shoppers and personalise service if they are to survive.

That’s according to a new survey of 1,000 shoppers from Symphony EYC, which found the majority of respondents cite personalised promotions as most important to the online experience. This was followed by 37% rating speed as the main benefit of shopping online and 55% of mobile shoppers admitting that they shop on their phones to make life less stressful.

Mark Croxton from Symphony EYC said: “UK shoppers are undergoing a fundamental transformation. Most are still rooted in traditional shopping and online purchasing with home delivery for their grocery goods, with 67% and 63% rating these forms of shopping as highly important, but other forms are growing in popularity.

“For example, with a focus on convenience the slow uptake of ‘click and collect’ in the UK [20%] shows shoppers aren’t seeing a clear benefit from this option. Compare this to France, where the ‘Drive’ concept has taken off and 35% rate this as important, vs. 36% traditional shopping and it is clear there’s an opportunity to attract the time-hungry shopper.”

The research also documented the rise of ‘showrooming’ with 54% of shoppers keen to use mobile devices to compare prices in-store. Predictably, this trend was particularly pronounced with younger shoppers, with 75% of 18-24s rating this as important, compared to 37% of over 65, the figures showed.

Additionally, consumers were also fond to demand interaction and individual recognition from retailers, with three quarters (74%) saying that they would like the ability to request that retailers stock different products. However, shoppers also wanted these to be bespoke to their own shopping preferences, with 47% of the population wanting to be recognised as a regular shopper.

Croxton added: “There is still time to prepare and get these technologies and delivery methods ready - only 34% of shoppers said that they’d switch retailers if one gave them the ability to influence stock; this is significantly lower than in the US or continental Europe.

“Although retailers should be looking to the future, there’s still a clear need to get the basics right, with 62% of shoppers ranking out of stock items as a key frustration. As shoppers become increasingly savvy, shopping behaviours varying widely between food and non-food items, and with non-food shopping growing in importance within supermarkets, the need for intelligent systems to help retailers understand and make the most of these trends has never been greater.”

Replies (0)

Please login or register to join the discussion.

There are currently no replies, be the first to post a reply.