The UK retailers, particularly the brick-and-mortar brands, are facing a strong competition today. The country was the biggest online commerce market in 2015. Does this mean the end of offsite retail? A new survey revealed it might not be the case. People are still buying in these traditional shops.
In a survey conducted by Adyen, at least 95 per cent of the respondents said they still prefer to shop in a store. Mintel also shared a part of the sentiment by saying about 24 per cent of grocery shoppers had never tried to buy food and produce online. They also did not have any intention of doing so.
One of the primary reasons people cannot leave the physical stores fully is the experience. Customers still want the sensory stimulation before they make a purchasing decision. In other words, they need to touch, smell, and see the products before they spend the money.
Using the Customer Needs to Their Advantage
The study, though, doesn’t change the fact customers are moving away from traditional to online shopping. But it also doesn’t mean there’s no way to turn the tide around. It can happen by knowing what consumers want and then innovating to provide their need.
When it comes to technology, one of the helpful solutions is the near-field communication (NFC). Companies such as nfcdirect.co.uk specialise in such tech, particularly in relation to marketing.
How does this help the physical stores? The PwC recommendation is to provide a more seamless shopping experience to consumers. It also highlights the common reasons for opting for ecommerce, which are convenience, mobility, and personalisation.
NFCs can help by making shopping easier and faster yet enriching. Salespersons, for example, can share any information about the store or product in real time. Moreover, this information doesn’t have to be only text. It may be a video, image, or other media that further stimulates the senses of the customers.
Most of all, it speeds up the buying process. Armed with the right information, customers may immediately buy the product without having to approach the counter. They may also tap their card to the payment system, which helps enhance the feeling of security.
For stores to survive in the ecommerce world, it needs to innovate and use the present tech to their advantage, creating a more personalised powerful shopping experience the customer will never forget.