More than half of products bought for more than £20 are now bought online for home delivery
…As the cost of a produce increases, so too does the number of sources shoppers are likely to consult…
Leading creative, retail and shopper marketing agency Savvy, has today announced the findings of its latest multichannel shopper research – carried out by an independent online research panel across a representative sample of 1,000 UK shoppers (focussed exclusively on non-food retailing). The findings highlight the increasing importance of digital retailing – which now influences a staggering 69 percent of purchases costing more than £20.
Alastair Lockhart, insight director at Savvy Marketing commented: “Increasingly media rich retailer websites, the rise of social media and more flexible delivery options are making online shopping more and more compelling for shoppers to use for both researching and buying products. Spending plans span both online and stores, as well as overlapping between them – shoppers have become channel-agnostic and are prolific in their use of each and all. Smartphones too play an important role, particularly amongst younger shoppers.”
Concluding on the research findings Lockhart says: “The growth of digital naturally raises questions about the future of physical ‘high street’ retailing, but the bricks and mortar stores will always have an important role to play because they offer immediate gratification and because shopping remains a key leisure activity and a source of enjoyment for many. That said, the role of stores and high streets is evolving.
As online increases retail capacity, stores need to fight harder to attract footfall and give shoppers clear reasons to visit above and beyond what a pure online experience can offer. Retail theatre has never been so important. Delivering that experience is expensive though so realistically can only work effectively if investment is concentrated into fewer, larger stores. We’re already seeing this happening and it’s driving a concentration of retail centres. Major cities like London, Manchester, Leeds, Birmingham and Glasgow continue to attract investment, footfall and shopper spend, while secondary centres are often seeing footfall diminish. This trend is set to continue.”