THE RETAIL BULLETIN - The home of retail news
HOME
Department Stores
Electricals
Entertainment
Fashion
Food & Drink
General Merchandise
Health & Beauty
Home & DIY
Interviews
Newsletter
Property
Shopping Centres & Retail Parks
Sports & Leisure
RETAIL INSIGHTS
RETAIL SOLUTIONS
Omnichannel Futures Conference 2020
Online Conversion Summit 2020
Future of Retail Marketing 2020
The HR Summit 2020
AI in Retail Conference 2020
ABOUT
CONTACT
SUBSCRIBE FOR FREE
Cybertill Research: 64% of parents want a dedicated click & collect till in-store

Parents want to be helped when they go in-store, with clearly marked click and collect points, knowledgeable shop staff, and self-help tech Brand new consumer research… View Article

RETAIL SOLUTIONS

Cybertill Research: 64% of parents want a dedicated click & collect till in-store

Parents want to be helped when they go in-store, with clearly marked click and collect points, knowledgeable shop staff, and self-help tech

Brand new consumer research report specifically about parents’ shopping habits reveals that mums, dads and guardians of young children want knowledgeable shop staff, efficiency, convenience, and good facilities when shopping, whether in a city centre, retail park, shopping centre or in a department store.

The online consumer survey, run by YouGov and commissioned by retail software company, Cybertill, surveyed parents of children aged 11 years old and under about their shopping preferences. The survey covered what drives parents of children aged 11 and under into store, their shopping channel preferences, what would incentivise them to sign up to a loyalty scheme, what in-store technology they find the most useful, what frustrates them the most when shopping, and what they want from click and collect.

In today’s digital society parents can be more informed than ever before about where, what and how they buy their products. The modern-day parent is an omnichannel shopper, moving between high street, online, mobile, or even browsing and buying via Instagram shops. They are not impulsive, and instead like to check prices from various sources and compare items in-person.

Key findings about shopping behaviours of parents of children aged 11 and under include:

  • Toilets! Parents want shops to have public toilets, with 61% of parents frustrated by lack of toilet facilities in-store on the high street.
  • Knowledgeable shop staff: Parents often make complex purchases, especially first-time parents who may need help when choosing the best products to buy for their baby. 24% of parents say that their main incentive to go in store is face-to-face customer service from store staff. And 74% of parents of children aged 11 and under feel frustrated when shop staff seem to be less knowledgeable about the product(s) than themselves.
  • Showrooming: Parents more likely to be channel agnostic and tend to browse products in real life and compare prices online before deciding to buy. 
  • Queue-busting is key: when asked in general about features they’d like to see in store and online, 64% of parent consumers want a dedicated click and collect till or area when collecting an order and 48% of parents are frustrated when there is a long queue to collect their click and collect order. 
  • Loyalty schemes: 68% of parents would be encouraged by discounts, buy-one-get -one-free offers, and points that equal money to spend in-store in return for handing over their personaldata for loyalty schemes. Only 13% liked the idea of personal recommendations based on their purchase history. 
  • Digital technology: When it comes to in-store tech, 41% of parents want self-stock check and 32% want self-checkout via touch screen displays. 

Ian Tomlinson, founder and CEO of retail technology firm Cybertill says, “Parents want retailers to keep it simple. If you’re thinking of investing in digital technology in-store, make sure that you’re going to make the shopping experience more efficient and helpful.

Firstly, have a dedicated click and collect point, clearly marked. Smyths Toys are really on the money with click and collect. With a wait time of just 1 hour, this can only be a good thing for parents who have limited time as it is.

Secondly, ensure that your shop staff is knowledgeable and has access to technology that allows them to serve customers in-store effectively, and thirdly, consider offering facilities in-store that will make your shop a destination for parents shopping with their children, whether that be offering free drinking water, a changing room, or simply a place to rest or play.”

The full report  and access to the YouGov data can be downloaded here: https://www.cybertill.com/parents

Email this article to a friend

You need to be logged in to use this feature.

Please log in here

Subscribe For Retail News

RETAIL EVENTS

Omnichannel Futures Conference 2020
Omnichannel Futures Conference 2020
5 February 2020
Cavendish Conference Centre, 22 Duchess Mews, London W1G 9DT
A truly omnichannel offering requires an understanding of customer behaviour across all shopping channels and how this should impact your overall business strategy
Online Conversion Summit 2020
Online Conversion Summit 2020
April 30 2020
The Hallam Conference Centre, London W1W 6JJ
The Retail Bulletin Online Conversion Summit 2020 Partnered by IMRG
Future of Retail Marketing 2020
Future of Retail Marketing 2020
9 June 2020
Hallam Conference Centre, 44 Hallam St, London W1W 6JJ
The Future of Retail Marketing for Customer Engagement
The HR Summit 2020
The HR Summit 2020
1 October 2020
Hallam Conference Centre, London W1W 6JJ
Company values, collaboration with employees and driving a major HR transformation to create a truly omnichannel experience, need to be at the heart of the organisation's culture and brand
AI in Retail Conference 2020
AI in Retail Conference 2020
14 October 2020
Hallam Conference Center, 44 Hallam Street, London W1W 6JJ
CONFERENCE AIMED AT RETAILERS WORKING IN MARKETING, IT, DIGITAL, DATA AND TECHNOLOGY