Emarsys IMRG research shows Brits eager for return to stores
With restrictions on essential retailers lifting today, 60% of UK consumers plan to hit the high street once more, according to new research from Emarsys and IMRG.
The pair surveyed more than 1,000 people and also found that 16% will be going shopping more now than before the coronavirus pandemic.
However, consumer expectation of physical stores has increased since the outbreak, as 44% want them to feel as convenient as using mobile apps.
18% would book an appointment in-store if it meant a more personal service, while 17% would do so if they then received better information from store staff.
A further 29% would make an appointment to skip queues.
Payal Hindocha, Customer Engagement Director, Emarsys, says: “Over the past year, consumers have become used to the personalised service they receive from online retailers, in the form of tailored product recommendations and VIP treatment for loyalty.”
“Now, consumers want to see stores replicating the same level of service wherever possible.”
“The good news is that technology like digital receipts and mobile device tracking is available that can help retailers who run physical stores to personalise their service to customers — ultimately helping to drive repeat revenue, loyalty and higher profits.”
Upbeat about the high street
According to the research, consumers are optimistic when it comes to the future of the high street.
44% want it to flourish once more, while a third strongly believe that physical retail will eventually bounce back to pre-pandemic levels.
Online retail is also set to continue strongly, although 43% would like more human interaction when shopping for complex items.
38% are also calling for more human interaction around large or expensive items. A quarter, meanwhile, said they’d like more human interaction while purchasing clothes online.
