Retailers must throw away the old rule book? to revive in-store shopping
Three-quarters of UK consumers believe high street retailers fail to understand how they want to shop, according to new research, as experts call for a reinvention of in-store shopping.
The study, undertaken by retail research group Ominco, took the views of 1, 215british consumers to reveal the areas where bricks and mortar retailers struggleto meet the expectations of shoppers.
Insufficient customer service was the most commonly cited frustration, with over a quarter of respondents urging retailers to go further in meeting their requirements.
Meanwhile, a fifth claimed confusion over whether they were getting the best possible deal was the biggest issue when browsing high street stores.
For another one in five, not being able to see the full range of stock in-store spoiled their experience.
Despite improvement in some areas in 2016, 81 per cent of consumers were unsatisfied with the in-store shopping experience Mel Taylor, Ominco Group CEO, said UK [is] retail getting worse at meeting many of the requirements of busy UK consumers.
“Consumers are still finding significant disappointment in the various ways in which they interact with retailers a problem that must be addressed, Taylor warned.
Overall, shoppers were more likely to be frustrated with in-store shopping than the online experience.
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Learning from ecommerce
As ecommerce continues to grab a growing market share of retail sales, ramping up pressure on traditional bricks and mortar shop owners, the study found that the online experience had subtly shifted the expectations of consumers when shopping in-store.
Praseeda Nair is the editorial director of Business Advice, and its sister publication for growing businesses, Real Business. She's an impassioned advocate for women in leadership, and likes to profile business owners, advisors and experts in the field of entrepreneurship and management.
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