One of the many areas that were immediately affected due to covid-19 lockdown was the retail business. From the initial research to actually buying the product, suddenly everything was online. And it is here to stay. This major shift has brought on many challenges to both retailers and consumers.
Here are some ways shopper behaviour has changed in the UK and how retailers can face this challenge to help inform brand, marketing, and consumer strategies — now and in the future. Read on for how a pos system for retail clothing stores can help your business, and more.
1.Higher preference for online purchasing of certain products than others
With shops being forced to close their physical operations, early 2020 saw a massive shift to online sales, especially for certain products like fashion, home appliances and electronics. By the end of 2020, 86% of all fashion sales were online, with only 14% done offline in physical stores. This rapid increase also emphasises the need for a functioning POS system for clothing stores as it would enable a smoother purchasing process. On the other hand, beauty products remained largely as offline purchases.
What you can do: Clear market research, and provide in-store and online purchasing options for the products depending on their demands in respective channels.
2. A shift in online shopping across various age groups
The lockdown forced a large number of people who have previously never purchased online to do so. However, long after the pandemic, that trend is still standing. From age groups as young as pre-teens to the elderly, have started relying on online shopping. This asserts the importance of retailers needing to learn the balance between online and offline sales.
What can you do: Ensure consistent opening and closing hours for the physical stores.
3. Convenience is key
While the pandemic helped the shift to online shopping greatly, it is clearly not the only factor. What changed consumer behaviour is mainly the convenience online shopping brought. For time-strapped people, it saves the need to block out parts of their week to do shopping. For people who love extensive research and multiple options, online shopping gives both. In a survey conducted by Google, roughly 86% of the population, across all age groups, have said that it is more convenient to rely on online shopping.
What can you do: Provide various options with multiple brands. Ensure flexible shipping options. You can also collaborate with local and international brands.
4. Increased product research by the ageing population
With multiple search options to support their choices, people who are 45+ years old are making well-researched purchasing decisions. A similar trend was seen amongst those that are 55+, with 81% doing online research in 2020.
What can you do: Build better websites, which are user-friendly and include the non-digital population.
5. Online shopping is here to stay
To nobody’s surprise, contactless purchasing and delivery have become a global favourite. Not only is it less time-consuming, but it is also convenient and helps ease the daily workload in a household. Online shopping saw its peak during the pandemic and it is meeting the needs of customers to date, which is also why it has survived post-pandemic. Non-essential items seem to be the most popular category of items to be purchased online.
What you can do: Be inclusive, and seamless. Provide a smooth shopping experience online with functional glitchless sites.
6. New brands are gaining popularity and loyalty due to increased online research and sales
In the survey conducted by Google, 1 in 4 online shoppers had stated that they have purchased one new article of clothing from a new brand. With online shopping, users are more willing to try new brands. With the increase in conscious and sustainable living, customers are willing to give new brands with environmental and ethical values a chance.
What you can do: Promote your business online using Ads and social media campaigns.
You can read Google’s full summary of the study here. You can also get the most efficient POS system for your business here.
