What do shoppers say? ... . . . About value-added retail

Published:  28 November, 2012

ROI Team investigated what expectations shopping centre customers have about new value-adding services from retailers – specifically smartphone-friendly online services, Click & Collect and whether shoppers expect to be allowed to compare prices on their smartphones, while shopping instore.

ROI Team polled shoppers in The Mall, Camberley in autumn 2012, and the findings point to high levels of expectation that retailers will provide value-adding services of this type. In particular younger shoppers (under age 35) see these services as integral to the service expected of a good retailer.

Almost 7 out of 10 shoppers expect a good online offer, open to smartphone users, from retailers.  Exactly two thirds of our respondents say they expect retailers to provide a good Click & Collect offer; the proposition has even more resonance with younger shoppers, supported by 8 out of 10 under-35’s.  

While some retailers encourage shoppers using smartphones to compare prices,  others have tried to block access to comparison sites from their networks. Across the board, more than half of all shoppers expect to be allowed to compare prices. 

ROI Team’s managing director, Andrew McCall commented: “Younger shoppers don’t perceive any divide between shopping online or in a shopping centre, and expect an integrated retailer service covering both channels. Retailers and shopping centres that fail to recognise these expectations run the risk of losing the shoppers of tomorrow.”

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