New report: one third of consumers are jaded by shopping
A report into UK buying habits has revealed that a third of consumers find shopping to be far less enjoyable than it was five years ago, despite technological advancements.
The Unfaithful Consumer report, commissioned by reward programme provider Webloyalty and carried out by retail research agency Conlumino, found that 70% of consumers polled said they do not have the time to shop anymore and 55% highlighted the importance of convenience.
Some items such as homewares, furniture, electricals, beauty and clothing were found to be still popular on shopping trips. However, articles like shoes, food and DIY fell into the chore category.
The report also reveals that 74% of consumers said they remain unsatisfied with at least one aspect of their shopping experience. Rudeness from staff, poor quality, dirty stores and big price rises are topped the list of things that would make consumers shop elsewhere.
According to the report, the areas UK retailers should focus on to boost customer retention include transforming online and in-store destinations, and making them more engaging and exciting to ensure a positive customer experience. Retailers are also encouraged to innovate using the technology, focus on value for money, and invest in service.
Guy Chiswick, managing director at Webloyalty Northern Europe, said: “Consumers are just not enthused anymore and this isn’t due to a lack of choice or variety because the retail space is more crowded than ever. It is the increased frequency and the ease with which we buy things that has led to boredom.
“Shoppers want to be incentivised, inspired, entertained and they’re actively looking for newness for a memorable shopping experience. Retailers need to innovate and make the most of the technology that’s available to bring the fun back into shopping. There is great potential in areas like gamification, beacon-based geolocation programs and online communities for example, which offer new ways to shop.”
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