Intouch Insight, a provider in Customer Experience Management software and services, launched a follow up to their spring consumer habits study which explored changes in customer expectations due to Covid-19. Respondents being extremely likely to shop online increased from 29% in the spring to 42% in the recent study.
New data confirms that the trend towards online purchasing continues to grow while in-store expectations shift. Safety is still a hot button issue, however traditional expectations around in-store customer experience are returning.
“Given the length of time that pandemic precautions have been in place and the fact that they will likely remain in the near term it is not surprising that consumers are starting to return to their pre-Covid-19 expectations. Cleanliness, for example, while still important dropped from the number one spot to third behind convenience and price which regained some of their historical importance. It will be vital that businesses recognize these shifting times and continue to evolve their customer experience measurement, monitoring and delivery to adapt in this ever-changing landscape,” says Erin Fenn, Executive Vice President at Intouch Insight.
Key findings from the study
Key Finding #1: Habits are becoming entrenched
- eCommerce continues to accelerate;
- Online shopping is increasing;
- New services provided by retailers are sticking (e.g. curb-side pick-up), although overall adoption is low.
Key Finding #2: Consumers needs have evolved since May
- Consumers are reporting increased comfort when visiting physical establishments, supported by a higher frequency of both visits and purchases made in-store;
- Convenience and price top the list of factors rated as “extremely important” when making the decision to visit a store, ahead of cleanliness which is now ranked 3rd – compared to May 2020 where it was the number one driver of comfort.
Key Finding #3: Improved cleanliness is everyone’s responsibility
- Consumers want customers to take accountability for adhering to heightened safety precautions;
- Businesses are expected to enable customers to follow new health and safety practices when entering a physical store;
- Providing cleaning materials for customer use and enforcing that face masks are worn has increased in priority.
By the numbers
- Convenience was the most important factor for 80% of respondents when making the decision to visit a store. Cleanliness was the top factor in the spring with 62%.
- Respondents being extremely likely to shop online increased from 29% in the spring to 42% in the recent study.
- 82% of respondents feel more comfortable entering a store when hand sanitizer and disinfectant wipes are made available for customers to use.