As the UK heads towards the spring and an enhanced bank holiday season, a new survey has revealed the changing nature of the modern retail experience.
Retail is increasingly a sociable experience, especially for younger shoppers and retailers need to transform their thinking to encourage customers instore.
The research report of 2,000 respondents was commissioned by creative customer experience marketing agencyGekko and carried out by YouGov. It reveals 45% of people combine shopping with a meal out, (rising to 53% of 35 – 44 year olds) and 30% with meeting a friend for a coffee/ drinks (rising to 40% of 25-34 year olds). Meanwhile, 55% of us prefer shopping for the home with family and friends versus 39% who do it solo.
60% cite a pleasant retail environment as an important factor in a great retail experience with a marked split between women and men (67% v 53%). 59% want to see promotions, while 42% want to be able to engage with knowledgeable shop staff.
The top reason, when able to select all applicable, for in person shopping versus online is to try before you buy (47%). The opportunity for physical retailers to play to their strengths here is huge, with this 47% equating to £233bn in spending based on 2022’s retail sales.
The survey also reveals that 13% (9 million) are definitely planning to hit the physical shops on the forthcoming Bank Holiday weekends and this rises to 18% of 18-34 year olds, presenting retailers with a meaningful opportunity for sales uplift. The survey also showed 19% of respondents revealed they are likely to spend more on a Bank Holiday weekend than an ordinary weekend, equating to 13 million people.
Retailers urged to transform their thinking
On the back of the findings Daniel Todaro, MD of Gekko is urging retailers to transform their thinking about retail and how to encourage customers instore.
“Our research clearly indicates that we are seeing a real trend toward retail as leisure. After two years of lockdowns, largely working from home and soulless deliveries, shoppers appreciate the benefits of a good physical retail experience. This is underpinned by sociability, combining a trip with meeting friends and dining. Retailers and brands need to complement this by providing an enticing and human-centred experience.”
He continued: “Too often we are seeing a rather nonchalant approach and attention given to customers which equates to potential lost opportunities. Retailers must think creatively about how to enhance the customer experience. A great environment, attentive and knowledgeable staff is more important than just focusing on promotions. With a potential audience of millions on the forthcoming Bank Holiday weekends, retailers can champion the timeless values of a good retail experience to enhance the customer journey.”