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Great expectations
Oracle research reveals convenience is top
priority for UK consumers
The Evolution of Experience Retailing research,
published by Oracle Retail, has found that UK
consumers are increasingly global shoppers
who don’t see barriers as to where they can shop
online.
This research examined the views of consumers
in the UK, USA, Germany, Russia, Brazil, China and Japan on fundamental
retail principles such as; customer service, overall experience, preference,
shopping trends and attitudes to technology. At a briefi ng in London
in February Sarah Taylor, senior director EMEA & JAPAC of Oracle
Retail, presented the UK fi ndings, looking at comparisons with results
from other countries and what the fi ndings means for UK retailers.
“British consumers have unprecedented options in a highly competitive
domestic retail economy, in addition to the global environment,”
she said. “With access to vast amounts of product information from
multiple sources, consumers can compare retailers, brands and products
in seconds. As such, they expect high value, targeted assortments,
competitive offers and uninterrupted availability from a retail brand,
whenever and wherever they choose to shop.”
This was refl ected in the aspects of the research that looked at
experience, with 66 per cent of British consumers listing ease of use as
the best defi nition of the term ‘shopping experience’, followed by the
ability to shop anytime, anywhere (59 per cent).
In the current economic environment, it was unsurprising that price
remains a priority when shopping, however 90 per cent of respondents
also stated that good service was important, or very important. Store
associates were identifi ed as the primary cause of bad service, followed
by poor fulfi llment, but British consumers did not react as strongly as
other nations to a bad experience, and were less likely to switch to an
alternative retailer, or to actively recommend others from using one.
British consumers want what the global marketplace has to offer
with 76 per cent stating that the internet offers no barriers to where
they can shop. Seventy-six per cent listed price as the priority when
shopping, followed by choice and convenient store locations.
Although British consumers are relatively open to sharing information
with retailers, in comparison to other mature economies, there
is an expectation for lower prices and exclusive offers that are ‘good
for me’ in return for engaging in a more collaborative relationship with
a retailer. And, while respondents prefer not to shop on their mobile
device, interpretations of personalisation relate most strongly to receiving
offers and discounts to their mobiles (21 per cent), followed by
a willingness to be identifi ed when shopping online (13 per cent).
“To fulfi ll on British consumer expectations, retailers must optimise
their operations to fulfi ll on the complex supply chain fl ows to ensure
home delivery and customer pick up is available if the customer requires,”
says Taylor. “The logistics behind the process matter little to the
consumer, they just need to be right to support customer priorities.”
For more information visit www.oracle.com/webapps/dialogue.
RS
February - March 2013 RS 49