The recession and influx of online shopping has affected the high street massively, according to the Daily Telegraph, one in seven shops in the UK currently lie empty as a result of this. Technology has allowed us to shop from the comfort of our own homes- venturing out to shop needs to be a more special experience.Through a survey I have garnered several different opinions regarding shopping online vs instore.
While the majority ( 65 %) prefer to shop in store, to avoid delivery costs, or try clothing on, 35 % shoppers said that shopping online was easier and more convenient to their particular lifestyles.
35% shoppers preferred shopping online as oppose to in store, commenting that they were not missing out on anything new in store apart from crowds. I received similar responses from a short focus group, it seems that shopping is no longer a social outing with friends but more of a stressful, dull event for most.
My research as proved there is a gap in the market for a shopping experience that combines technology and ease with a new, educational experience. My service will bridge this gap in order to change this view of shopping, creating a more social, fun environment to shop in, offering more in store inspiration from outside sources to improve both add on sales as well as improving the customer experience.
When asked if customers would be interested in shopping more if a store promised a new experience, 100% people were on board, ( 65% answering yes // 35% answering Maybe)
- Sarah Unes, Interactice Shopping Experience, (2013), available at :https://docs.google.com/forms/d/1tPvcWD8Pw7nh9dquuWmbEDLBc6deyuzyiNtOWzx_hw4/viewanalytics, last accessed [8th December 2013]
- Forget Brand Loyalty: New Ways to Capture the Repeat Customer (rjmetrics.com)
- The Woes of Online Shopping (gadgetjosh.wordpress.com)
- Get ready for in-store advertising that looks you straight in the eye (qz.com)