Many UK retailers are failing Chinese shoppers test

A large number of UK retailers are not prepared for the booming Chinese tourist market, according to research by JGOO.

The company ran a mystery shopper exercise in December, visiting 107 retail outlets on Oxford Street, Regent Street, Bond Street and New Bond Street. 71% failed to employ Mandarin speaking staff on their shopfloors (when looking at luxury retailers alone, 56% had this).

Many also didn’t accept mobile payment methods like Alipay and WeChat Pay. 38% of the luxury retailers reviewed didn’t offer either of these, some 41% accepted both forms of payment and 21% only accepted Alipay. For the non-luxury retailers reviewed, 81% didn’t feature either of the payment options, 15% had Alipay alone and a mere 4% had both.

Just 13 of the 107 retailers had Mandarin-speaking staff and also accepted both WeChat Pay and Alipay. These were Chanel, Hermes, Breitling, Selfridges, Watches of Switzerland, Coach, Liberty, Vivienne Westwood, Burberry, Longchamp, Harrods, Pandora and Joseph. Loewe, Fendi, Armani, Michael Kors, Asprey, House of Fraser and Cos all had staff who could speak Mandarin and accepted Alipay.

Richard Morecroft, Director and Co-Founder, JGOO says: “Nine out of ten Chinese tourists prefer using mobile payments when overseas and one in four Chinese consumers say they feel enticed to spend more if merchants offer WeChat Pay and Alipay.”

“It is little wonder that retailers in countries popular among Chinese tourists are now rapidly adopting mobile payment systems. Around three out of four supermarkets and convenience stores in Singapore, Malaysia and Thailand, now accept Chinese mobile payment methods, as do some 71% of duty-free stores and luxury stores there.”