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Is late night shopping the high street’s new saviour?
AVA SZAJNA-HOPGOOD | July 27, 2018
Retail First is a full-service advertising and marketing company specializing in consumer marketing, packaging, fixturing and branding within the retail environment.
Article | February 26, 2020
Amazon.com, Etsy, eBay these are just a few of the top grossing online merchandise sites, dedicated to making the consumer’s retail experience easier than ever. Amazon boasts its two-day shipping guarantee for Prime members, while Etsy caters to the entrepreneurial spirit of the buyer who wants their goods completely customized and unique. In theory, these sites are ideal for the busy American worker, who finds convenience and ease when shopping from the comfort of their living room. But is it enough? Do consumers really prefer shopping online? According to the numbers, the answer is surprisingly no. A recent TimeTrade study found that more than 70 percent of consumers prefer to shop at a brick-and-mortar store over Amazon. In addition, another study conducted by First Insight found that both men and women tend to spend more money in stores compared to purchases made online.
Despite strong demand for basic foods like dairy products amid the coronavirus pandemic, the milk supply chain has seen a host of disruptions that are preventing dairy farmers from getting their products to market. Mass closures of restaurants and schools have forced a sudden shift from those wholesale food-service markets to retail grocery stores, creating logistical and packaging nightmares for plants processing milk, butter and cheese. Trucking companies that haul dairy products are scrambling to get enough drivers as some who fear the virus have stopped working. And sales to major dairy export markets have dried up as the food-service sector largely shuts down globally.
For consumers, shopping can either be an exciting experience or a downright stressful one. Finding enough time to shop for the perfect gift or merely everyday staples while attempting to manage the challenges of work, family and everyday life can undoubtedly add to stress levels. Considering all of the expectations and obligations that exist within a consumer’s life, it’s critical for retailers to be respectful of their time when they have so little to spare. It's no secret that consumers’ choices on how, where and when they buy are dramatically redefining the retail industry as we know it. In order to stay relevant and top of mind for consumers, retailers must work to deliver the best possible shopping experience. Perhaps the strongest demonstration of value a retailer can provide to a consumer isn’t just better pricing or a more engaging environment, but instead to give back something their consumers value even more: time.
Conditioned by ecommerce behemoths, consumers now have high expectations for online shopping and ecommerce fulfillment. They demand more than just easy product selection and ultra-fast or same-day delivery; they also want flexibility in both delivery location and delivery time, and real-time updates throughout the parcel’s journey. Smart retailers understand these rising customer demands, and therefore increasingly put the customer first – not the product – in order to build loyalty. Even one unsatisfactory experience can end an otherwise fruitful customer relationship. A recent study from BigCommerce indicates that some relationships end before they even get started. The study found 77% of online buyers abandon their purchase if the shipping cost and services are deemed unsatisfactory, and 87% will choose a retailer specifically because free shipping is offered.
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