Physical retailers must go extra mile as coronavirus lockdown eases
UK consumers remain deeply cautious about returning to the shops, according to research from EY.
The likes of Primark will open their physical locations in England on 15th June, in line with the government’s guidelines for non-essential retailers, and retailers are already springing back to life in Northern Ireland.
But EY’s survey of 1,017 Brits found that 80% would be uncomfortable trying on clothes in a store. Even though visiting a supermarket has remained a necessity for many people during the coronavirus lockdown, only a quarter currently feel comfortable going.
The research also showed that 45% of UK consumers believe the way they shop over the next one to two years will change, with 64% saying they expect to do so less frequently, but will spend more when they do. 57% will be more aware of hygiene and sanitation.
Before Covid-19, factors such as whether a product was organic or sustainable, was defined as a luxury item, or could be personalised were important for many consumers. According to the research, people are now prioritising product availability (59%), price (43%) and health (41%).
67%, meanwhile, expect it to take months or years before they will return to a restaurant, with similar sentiments for visiting cinemas (80%) and bars/pubs (73%).
Silvia Rindone, Partner in Consumer Product & Retail at EY, comments: “UK consumer companies will need to be aware of consumers’ heightened concerns and make every effort to mitigate anxiety if they are to prosper in this new market.”
“Adaptability has always been crucial for any consumer-facing business, but it will be more important than ever for companies if they are to emerge stronger from this pandemic and serve understandably anxious consumers.”
Companies need to think about reinventing their customer experience so that consumers feel reassured that the risk has been minimised, she adds. They must go the extra mile to help them feel safe and entice them back into a communal space.
“The browsing experience, for example, will change. With social distancing, a person’s presence in-store could prevent someone else from entering, lessening browsing time, and making the shopping experience far more transactional. Simplifying the choice for consumers would also be a sensible move, so that every item can be easily seen and purchased.”