The results broadly reflect the same survey carried out by Yonder on behalf of Elavon last year, suggesting these shopping habits are here to stay.
“While there was a move from the high street to online shopping in recent years, accelerated by the 2020 Covid pandemic, these results show the high street is not dead, just different,” says Scott Frisby, Head of Strategy at Elavon Europe.
“But it also shows that it is important for businesses to diversify, to offer different ways to pay, either in person at a shop, or online. Offering both these is known as omnicommerce.
“We can see that the supermarket shop, including independent food shops, remains the primary way people buy their groceries and household products, such as washing up liquid.
“Similarly, there is a strong showing for in-store for items which shoppers want to see such as furniture, beauty products and clothes.”
This idea reflects separate research by Elavon which revealed the primary reason people visit a shop is to see an item in person. This might be to try on clothes or sit on a settee.
Multicommerce
Another arresting piece of data highlights the importance of convenience to the consumer.
For all the categories barring groceries and household products, this option was important to more than a fifth of all respondents.
“Here we see consumers just going with the easiest place to buy. Here’s an opportunity for you, the retailer, to give yourself an edge over your competitors,” says Frisby.
“Make sure you offer different ways to pay, and make it a smooth, seamless process. This might be offering a self-checkout kiosk, self-scan and pay, paying at a traditional till, or a combination of those different methods.
“It might involve what we call de-coupling of the payment process from the delivery of service, where customers order their items and pay for it, freeing up your staff from the administrative process of payment.
“This is frequently already available in larger chains, but we see no reason why it won’t increasingly be taken up in smaller businesses, in both retail and hospitality.”
The data in greater depth
If you take a closer look at the survey results, the data also reveals some interesting stories.
There appears to be a north-south divide in the UK, with those in Scotland and the north of England more likely to shop in-store than those in Wales, the midlands and the south.
This is particularly noticeable for clothes, shoes and accessories. Nationally, there’s a slight preference (39%) for online shopping over in-store (38%).
But in Scotland, Northern Ireland and the north of England, shoppers prefer to visit a store rather than buy online, while those in Wales and the south of England favour online over in-store. London is the exception, with a slight preference for in-store shopping for clothes and shoes.
