The recent YouGov research conducted for the Midsummer Retail Report has shed light on the attitudes of UK shoppers towards retailing amidst the pandemic. As per the study, while measures to prevent the spread of Covid-19 were not given much importance, the pandemic has made people more fastidious about cleanliness.
The survey also revealed that affordability and customer service are the two most important factors that influence shoppers’ decision to spend at shops, scoring 13x higher than any other considerations. Furthermore, it highlights the importance of customer service in coaxing customers away from online retailing and back to in-store shopping.
The research argues that physical stores provide an opportunity for customers to see, feel and try products, and interact with someone face-to-face. This, in turn, poses a challenge for retailers who are trying to manage their costs, as they may struggle to find staff.
David Fox, co-head of Colliers’ retail team, says, “Interestingly, the research shows that there is a growing trend for people to research products online but then purchase them in a store.” This finding emphasises the critical role of physical stores, which must prioritise customer service to attract and retain customers.
In conclusion, the report underscores the need for retailers to focus on delivering affordable products and exceptional customer service to entice customers back to physical stores. By doing so, they can boost sales and provide customers with a personalised and enjoyable shopping experience.