High Streets Initiative

In-store technology the key to high street success this Christmas

Praseeda Nair | 14 November 2017 | 7 years ago

Almost six in ten consumers prefer to do their Christmas shopping at independent retailers
Almost six in ten consumers prefer to do their Christmas shopping at independent retailers
Independent retail owners adopting in-store technology to create a personalised and efficient customer experience could be the first to win shoppers from high street chains this Christmas, new research has suggested.

After polling 1, 000 UK consumers, business technology provider First Data found that one in five were currently reluctant to shop at independent retail stores this Christmas season for fear of overcrowding and long queues.

In fact, long queues turned out to be the greatest high street Christmas shopping bugbear for consumers, cited by 42 per cent of respondents. This was followed by loud Christmas music and a shortage of tills and service points.

Subsequently, a third said that greater use of in-store technology that reduced queueing time would encourage them to visit high street independents. Meanwhile, a fifth of shoppers said a lack of alternative payment methods to cash would put them off visiting small businesses at Christmas.

Revealed:?Ten top Black Friday marketing strategies for independent retailers

However, the research also uncovered the unique benefits to high street shopping not found online or at corporate competitors.

Overall, almost six in ten consumers said they enjoyed heading to independent retailers for their Christmas shopping, with over half of those citing greater personalisation compared to larger chains as the primary benefit.

Personalised discounts for products, Christmas gift wrapping and knowledgeable staff were all voiced as advantages of’shopping at independent retailers.

Despite the clear advantages, a number of concerns were voiced by shoppers. Aside from payment options, consumers feared that independent retail stores would give less value for money and be more likely to have a desired item out of stock than larger stores.

Commenting on the research, Richard Simon, commercial director at First Data, said investment in in-store technology would be crucial in competing with larger businesses.

“Christmas shopping can be stressful time and this research highlights that it is essential independent retailers listen to what consumers want in order to maximise their profitability this festive season, he said.

“Busy shoppers are looking for a fast, hassle-free Christmas shopping experience. Convenience is paramount, eliminating long queues and ensuring there is a smooth payment mechanism is vital to offering a quality service.

Find out how high street retailers are capitalising on the growing demand for in-store experiences

This article is part of a wider campaign called the High Streets Initiative, a new section of Business Advice championing independent and small retailers by identifying the issues that put Britain’s high streets under pressure.Visitour High Streets Initiative section to find out more.

Related Topics

COVID-19: Tier 4 restrictions & advice for retailers planning for 2021
29 December 2020

COVID-19: Tier 4 restrictions & advice for retailers planning for 2021

Read More →
Black Friday 2020: Retailers now use publicly available data to gain advantage
3 December 2020

Black Friday 2020: Retailers now use publicly available data to gain advantage

Read More →
Second lockdown: 5 tips to retain Christmas shoppers
3 November 2020

Second lockdown: 5 tips to retain Christmas shoppers

Read More →
NEWS: Oasis and Warehouse fall into administration during COVID-19
16 April 2020

NEWS: Oasis and Warehouse fall into administration during COVID-19

Read More →
NEWS: Debenhams files for administration for the second time this year
7 April 2020

NEWS: Debenhams files for administration for the second time this year

Read More →
Is COVID-19 taking out the weaker retailers?
1 April 2020

Is COVID-19 taking out the weaker retailers?

Read More →

If you enjoy reading our articles,
why not sign up for our newsletter?

We commit to just delivering high-quality material that is specially crafted for our audience.

Join Our Newsletter