After the government confirmed yesterday that all non-essential shops will be allowed to reopen in England from Monday, new research suggests that consumers remain deeply cautious about returning to the high street.
A survey for the EY Future Consumer Index found that four in five (80%) people would be uncomfortable trying on clothes in a store. Even though visiting a grocery store has remained a necessity for many people during lockdown, only a quarter (25%) said they currently feel comfortable going.
The report 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 go shopping less frequently, but will spend more when they do. Similarly, 57% say they will be more aware of hygiene and sanitation when shopping in person.
Before the coronavirus outbreak, 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 latest survey, consumers are now prioritising product availability (59%), price (43%) and health (41%).
Overall, EY’s report highlights that consumers are gearing themselves up to live more risk-averse lives. More than half (67%) 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, commented: “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. 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.”
NAM Implications:
- NB: consumers are now prioritising product availability (59%), price (43%) and health (41%).
- To which one could add impact of mental vs. physical lockdown, 3 months media saturation re social distancing, furlough-uncertainty.
- Does anyone really expect a frictionless return to yesteryear, ever?
