December 15, 2017

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The retail experience must be shopper centric

December 4, 2017


A year long study by the Omnico group has unearthed some worrying news about how UK shoppers feel about their retail experience. The study has shown a decrease in the confidence that shoppers have in how much retailers understand what they want from their shopping experience. What the study has demonstrated is that the retail experience must be shopper-centric and that retailers that want to succeed will need to adapt and evolve. So, what can retailers do to make stores more shopper-centric… could POS promotions help improve the experience for shoppers?


The study has revealed that just 2% of UK consumers feel that retailers understand what they like when they’re shopping, down from 4% a year ago. The survey, known as the Omnico Retail Gap Barometer, is in its fourth year. The researchers questioned 1,215 UK consumers regarding an interaction with a retailer across all shopping channels.


The study also found that 72% of shoppers believe that retailers could do more to improve the overall shopping experience. It also found that a whopping 72% of UK consumers are frustrated in some way about their shopping experience. The findings also revealed that more than half of all shoppers (51%) said they had a seamless experience between online and in-store, down from 62% last year. What this all means of course, is that the retailers which take heed of these findings and improve the store experience will undoubtedly win over the many frustrated customers out there. It also found that 72% of shoppers are looking for a fast and convenient shopping experience, so this means that when retailers consider ways to improve stores, then perhaps more staff, better signposted tills and a more efficient store layout could be key areas to think about.


With many customers appearing to be in a rush to make their purchase, shops should consider POS (Point of Sale) promotions to make up-sales, rather than slowing shoppers down as they pass through the store. Shops like Primark do this very well, as they have fast moving tills which are well staffed and are packed with point of sale promotions.

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