A recent survey conducted by retail technology platform Voyado has revealed interesting insights into consumer behavior and attitudes in the UK. The study, which interviewed 2,000 UK consumers, highlighted that a significant number of shoppers are disregarding sustainability and advanced technology when making purchase decisions.
The report found that many consumers are not following through with their intentions to make sustainable choices. Shockingly, 26% of respondents admitted to not making any changes to their purchase decisions to be more sustainable. This indicates a disconnect between consumers’ environmental concerns and their actions.
Furthermore, the survey discovered that despite the hype surrounding AI in the retail sector, it is having little impact on purchase decisions. Only 4% of participants have used virtual reality try-on features, and just 10% have utilized AI chatbots to gather more information about the products they are buying. This suggests that traditional methods, such as physical try-on experiences, still hold more sway over consumers when it comes to making a purchase.
The study also focused on the ongoing shift from physical stores to online shopping. Contrary to popular belief, the report revealed that 34% of consumers still make the majority of their purchases on the high street, compared to 36% who prefer online shopping. This highlights the importance of both channels and suggests that they can complement each other. Additionally, the study found that the resale/secondhand sector is gaining popularity, with 19% of respondents stating they buy the majority of their items from charity shops and 13% from platforms such as Vinted or Depop.
Another key finding from the research was the influence of online reviews on shopping decisions. A quarter of participants admitted to abandoning orders due to negative reviews, with women being more likely to do so than men. This underscores the importance of customer service, both in-store and online, for retailers to maximize sales.
Karl Stone, Head of Voyado UK, emphasized the need for retailers to adapt to changing consumer preferences and influences. He stated, “The retail sector is experiencing significant changes and challenges. To successfully navigate these changes, it is crucial to keep up with consumer preferences and influences. Our research has revealed that physical stores still hold a vital role, and retailers should consider how to make the most of them, while also leveraging e-commerce. Despite the hype around AI and technology, it is clear that we need to reflect on what technologies are truly beneficial for consumers during their shopping journey.”
In conclusion, the UK shopper survey highlights the gap between consumer intentions and actions when it comes to sustainability. It also emphasizes the limited impact of AI on purchasing decisions and the continued importance of both online and high street channels. Additionally, the study underscores the significance of customer service and the influence of online reviews in the decision-making process. As the retail sector continues to evolve, retailers must prioritize understanding consumer desires and effectively incorporating technology to enhance the shopping experience.
Useful links:
1. BBC: UK Shopper Survey Reveals Consumers Ignoring Sustainability and Tech Advances
2. Retail Tech Innovation Hub: Most Consumers Still Prefer to Shop on the High Street, New Study Claims
