Almost half (46%) of British consumers would be willing to pay more to shop at their local high street due to some online services falling short.
In research by Deloitte Digital, 33% of consumers said the online service experience is not good enough, with 27% finding that online services have not met their needs during lockdown.
While 52% say they are now more likely to buy products directly from a company website, 44% say that they are now less tolerant of a poor online service experience as these channels are more important.
Overall, 39% say they are now more likely to spend money at a business that makes it easy for them to shop or interact with them online.
Becky Skiles, Partner and Chief Marketing Officer at Deloitte Digital, said: “While I expect that the high street will be a real hot spot for business growth in the coming months, it is also clear that brands must not lose focus on continuing to improve their digital offerings.
“Alongside the joy of being able to shop in physical stores, consumers will continue to rely on digital options for the ease and choice that they offer. Brands that fail to meet the ever rising expectations of customers as they shop cross-channel risk losing their loyalty. If a consumer has a bad experience with a brand online, they are much more likely to visit a competitor’s site.”
Meanwhile, following the lifting of lockdown restrictions, 64% of consumers told Deloitte that they were willing to pay more for products and services that are produced and sourced locally, compared with 57% who said that they would be more likely to do this in 2020.
Overall, 61% of consumers said they are now more likely to spend money at a business that is independent or local to their area, while 44% are more likely to spend money at a business that has supported local charities, such as food banks.
More than a third (35%) say they started using more local stores and services to support their community during the pandemic.
Libby Cousins, Partner and Leader Of Advertising, Marketing And Commerce at Deloitte Digital, commented: “During lockdown, consumers used local stores and services out of necessity but we’re now seeing that they’re drawn to local businesses out of choice. Whether it’s due to the personal service consumers receive in local stores, the quality of local products on offer, or the sense of giving back to the community by using these locations, it’s likely that these businesses will continue to benefit from a long-term increase in consumer loyalty.
“Local brands can consider more ways to boost local loyalty, for instance by rolling out subscription services, establishing an online presence or hosting community events.”
NAM Implications:
- Conversion of ‘likely’ to actual means responding to consumers raised bar…
- re online fulfilment…
- …and better engagement in offline shopping.
- With the ever-present ‘tell-a-friend’ tool at consumers’ disposal.
