"...the money I have saved by online shopping I use to treat us when we go to the store...it's a different shopping expedition..."
Climate and commercial considerations are noticeably impacting on consumers shopping routines. Many have been enticed to experiment with discounters for the experience. Some are converting to online convenience and armchair comfort. These emerging channels are challenging established retail conventions, driven by value and a reactionary zeitgeist appeal.
Paradoxically, premium players and ranges are also doing well. It would appear that the UK retail market is polarising.
Is described as rewarding, regarded as almost a leisure activity for the family.
The retail relationship is less guarded and considered almost as mutually supportive.
Consumers are open to experiment and explore new products and ideas.
There is a perceived positive partnership with the 'trusted' store. Value is less about price with consumers considering the total experience of store and purchases.
The store is respected for being:
Consumers enjoy the experience.
Approached as a retail challenge to secure the best value. It is more like a strategic operation with convenience and cost being the priorities. Regarded as a functional and focus challenge, it is best done without family distractions.
The relationship with the retailer is about competitive market trading, seeking out bargains and value – ‘unilateral hangling'
- Ruthless commercialism
Consumers respected the deal and commercialism.
Our study suggests that it is not just about appealing to different target audiences but different shopping traits. Consumers have become schizophrenic, dividing their shopping between the functional at the fun.
It was apparent that many now divided their shopping between essential provisions and top-up treats. Adopting different mindsets for each retail engagement.