Customer Convenience
Convenience is key
With customers becoming ever savvier, what are retailers doing to keep our shopping simple and convenient?
With the high street struggling and more
and more people shopping online, what is really at the heart of consumers purchasing decisions; is it price, friendly sales staff or convenience? Compared with shopping online the high street does have proximity and speed on its side, but they can offer informed sales staff to assist in making that purchase and a point of reference that consumers can return to if any problems should arise. Online shopping is a faceless transaction and some consumers are still wary of using it, but with payment protection and other ways to recover your losses, should things go wrong, these problems are dying out. So, what convenience is the consumer
looking for? Somewhere they can purchase and take home the product straight away or somewhere cheap with the added bonus that they don’t have to leave the house to purchase the item? Both online and the high street offer differing types of convenience so retailers need to keep coming up with
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new ideas to make our shopping experiences seamless. In a recent survey carried out by
Manhattan Associates, 1,000 people were questioned about their shopping habits and the future of retail. The results found that nine out of ten shoppers believed that the high street would die out without change and 77 per cent of shoppers said they bought products online after viewing them in store. This is a hard problem for the high street to tackle; many online retailers enjoy lower overheads and in some cases a higher turnover, so have the opportunity to cut prices and undercut the high street stores. High street retailers do have the upper
hand where it comes to speed with many stores offering ‘click and collect’ services where in some cases the goods can be ready in less than 90 minutes. This service combines the ease of finding the product you want at the price you want it, all from the comfort of your own home, with the added bonus of not having to wait, or pay,
Above: Clothing rail from Manhattan Associates.
www.a1retailmagazine.com
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