New research by Symphony EYC involving 1,000 shoppers highlights some of the key areas that the shoppers of tomorrow will expect retailers to offer. The research shows that personalised offers, speed and ease of shopping are most important, with 50% of the sample saying that personalised promotions make their life easier, 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.
New research by Symphony EYC involving 1,000 shoppers highlights some of the key areas that the shoppers of tomorrow will expect retailers to offer. The research shows that personalised offers, speed and ease of shopping are most important, with 50% of the sample saying that personalised promotions make their life easier, 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. In addition, a growing number of shoppers are looking for smaller meal portions, re-sealable packs to help reduce food waste, and also a change towards a more sustainable approach to packaging.”
A similar report by Webloyalty found that Social networks are also increasingly being used by consumers to gather ideas and learn about new products and brands from their social connections. Over a third of consumers are now basing their purchasing decisions on customer reviews. The research suggests that by 2020, mobile shopping will play a part in a quarter of all purchases, either through price checking or direct purchases.
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 survey also highlighted the importance of price, with 54% of shoppers keen to use mobile devices to compare prices in-store. This trend was particularly pronounced with younger shoppers, with 75% of 18-24s rating this as important, compared to 37% of over 65s.
More than ever before suppliers need to consider their multi channel strategy to make sure that it’s aligned with the retailers and its customers.
Source: BordBia – Preparing for the Next Generation of UK Shoppers
