Zetes research highlights peak season performance problems

Up to 35% of consumers' peak season planned spend is being lost, according to Zetes research. This also found that 40% of shoppers have had an issue with a promotion, whilst 62% of retailers admitted that they do not have access to real-time information regarding product availability. 

The research was undertaken by Sapio Research and involved senior executives in more than 120 leading retailers in Europe and over 2,030 end consumers. Other key findings include: 22% of consumers are more likely to buy with a view to return items, yet over one quarter of retailers are less able to process returned items at peak times; 92% of consumers believe it is important to receive delivery status updates, yet less than a third of retailers are providing precise delivery information during peak times; Time-poor shoppers who visit a physical store during peak are also finding that they’re being let down by seemingly disjointed processes and systems, with 47% of store assistants having to leave a customer unattended on the shopfloor whilst they check stock availability in the back of the store.

Gareth Thomas, Retail Business Consultant at Zetes, comments: “Retailers are increasingly under pressure to perform during peak periods. With sales and promotions being a key driver for customers to shop during peak periods, the impact on a retailer that fails to ensure its prices and promotions are up to date and inventory information is consistent across all channels is two-fold. Not only are they losing sales but there could also be a substantial negative impact on retailer and brand reputation.”

“Retailers need to ensure that their pricing and ticketing systems are aligned across the store and online and that the data is accessible and accurate. Ultimately, retailers need to consistently give consumers the right product at the right price, but also ensure they can access it at the right time and in the right place. As this research shows, delivering a consistent offer and experience across all channels will be fundamental to maximising sales potential during future peak trading periods.”

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