It is suggested that the shopping habits of UK consumers may have been permanently altered by the coronavirus lockdown, according to new research. A survey commissioned by PFS looked at changes in consumer online purchasing behaviour, as well as perceptions and expectations of brands around the pandemic.
Consumer behaviour
The survey found that three in five (60 per cent) consumers have purchased more goods since the lockdown began, than they did before, with 53 per cent having shopped more online. More than three quarters (77 per cent) of these went on to say that they expect they will continue to purchase online more once the lockdown is over – indicating a potentially irreversible change in consumer purchasing behaviour.
39 per cent of respondents also reported that they had been encouraged to purchase products online that they had not considered before, such as pet food and shoes, which increased to 61 per cent for Generation Z and over half (52 per cent) of Millennials – good news for online retailers. Conversely, 50 per cent of shoppers report unsatisfactory online shopping experiences resulting in them being left disappointed at not being able to get something they wanted delivered. This rises to 75 per cent of Gen Z and 63 per cent of Millennials.
Perhaps unsurprisingly, over a third (36 per cent) of consumers have struggled with online grocery deliveries, in particular, having tried to get a delivery slot, but failed.
When it comes to non-essential items, a quarter (26) say that their purchasing of clothing online had decreased, whilst 18 per cent have bought fewer cosmetics and luxury goods online since the lockdown. Purchasing of technology has also decreased for 19 per cent of all respondents. Over half (53 per cent) did concede that they are spending less on fashion as they aren’t going out.
Meanwhile, 19 per cent report they have increased their purchasing online of healthcare items, and a quarter (25 per cent) of Millennials have increased their purchasing of home, garden and DIY products online.
Consumer perceptions
When asked about their perceptions of brands’ responses to the pandemic, 52 per cent of all consumers agree that they feel greater loyalty towards brands that effectively communicate with them and are showing how they are helping people during this time. This increases to 54 per cent of Baby Boomers and 59 per cent of the Silent Generation.
A quarter (25 per cent) of shoppers said they had tried new online retailers because of the lockdown and intend to continue to shop with them thanks to the good experience they’ve had during the crisis. This rises to 32 per cent for Gen Z and 35 per cent of Millennials. However, 43 per cent of Baby Boomers and 48 per cent of the Silent Generation didn’t.
Another statistic, that brands and retailers should take heed of, is that over half (54 per cent) of UK online shoppers report they will be less likely to spend money with brands and retailers in the future that have treated their staff poorly during the coronavirus.
Delivery times
Whilst expectations on delivery times have eased slightly, consumers still expect their items to reach them quickly during this challenging period. Seven in ten (71 per cent) shoppers expect their items to reach them within a week (compared to 90 per cent normally). Breaking this down further, 14 per cent expect their items to be delivered in no more than two days during the lockdown (compared to 29 per cent normally) and 29 per cent expect deliveries to take no more than 3-5 days (compared to 36 per cent normally).
Zach Thomann, EVP & general manager at PFS, comments: “Our research has identified that the coronavirus pandemic and subsequent lockdown will have a lasting impact on the shopping habits of UK consumers. Other than for groceries, people in the UK have had no alternative but to shop online to get what they want, with many consumers looking to online shopping to alleviate boredom. Many have liked this new experience and intend to continue to shop this way, even after the lockdown has ended. Brick and mortar retailers need to prepare now for this forced acceleration in the migration to online shopping.
“Our findings also show that consumers will both reward and punish brands in accordance with their response to the pandemic. Those that are there for their customers, staff and the community will be rewarded with brand loyalty and repeat purchasing. Shoppers will turn away from brands that are not behaving ethically during this period though and are likely to vote with their wallets in favour of more trustworthy competitors. There really is no excuse for not being a responsible company. We are seeing the beginnings of a new world order for retail. It’s vital that business leaders think about the long-term implications of the lockdown and not just the short-term impact of our current restrictions.”
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