Brits dig indies but they must up online game, Pure360

British consumers are three times more likely to shop more with independents than large retailers over the next five years, according to research by Pure360.

The company surveyed 2,045 people. 23% said that they were not surprised about the closures of big names because they failed to offer a personal touch like smaller, independent stores. Despite this, 43% think the latter could offer better online tools in addition to the in-store experience (39% now prefer to do all their shopping online now as it makes their lives easier).

“Independent stores need to be proactive to benefit from consumers’ increased interest in shopping with them. Smaller retailers need to focus on offering a better online experience, but the reason why is different for each age demographic,” says Komal Helyer, Marketing Director at Pure360.

Middle aged consumers are time poor and require the convenience of online shopping, he states. 18-24 year olds already feel like large retailers have been able to provide a personal touch, largely through digital means, and so for these consumers independent shops are playing catch up. Older consumers (over 55s) value highly the personal touch independent shops provide, although even they are shifting to a more e-commerce led purchasing journey.

“The good favour independent shops have with British consumers extends to marketing messages, and the weather-related and location specific product offers that consumer find particularly useful play to the strengths of independents, especially those who build a presence in their local community. Independent retailers need to take advantage of the plethora of online tools available to them to ensure consumers looking to shop with them, find them,” he concludes.