Following on from the previous post ‘Why retail will never be the same’ we decided to have a further look into the in-store vs online debate and see what really frustrates people when it comes to shopping in-store. A survey on 1000 UK in-store shoppers showed that other people are key players in the reasons we don’t enjoy in-store shopping.
Queuing was found to be the biggest frustration (58%) and too many people came in second with 39%. The results suggest that shoppers are even less impressed when they have to queue to use a self-checkout – a quarter of UK shoppers would improve their shopping experience by getting rid of self-checkouts.
Despite the frustrations people still shop regularly and some people even see it as a pleasant, productive way to spend time as a couple. However, it has come to light that shopping dates with your partner may not be the best idea. The majority (42%) of UK shoppers said that shopping for, or with, their partner has the biggest negative effect on their bank accounts. 57% of men say that they are influenced by their partners to spend the most money, however, only 37% of women are influenced by their partners. The 18-24 age group defy the partner statistic as it is their friends that influence them the most.
The results from the survey back up the conclusion stated in the previous blog post. There will never be one or the other, online or in-store but always a combination as everyone’s needs and preferences are different.
Overall, when shopping it seems that our biggest frustrations are other people. So what’s the answer to keeping shoppers happy? To keep custom there needs to be a well monitored level of personalisation and convenience. Shoppers need to be able to go in-store and be able to have the option of either quickly looking through the products on an iPad, or be able to speak to a member of staff who has the expertise to be able to help. This will allow the shop to decrease the amount of queuing as people will have two options and they will also gain the information they need using either technology or human interaction.