Touchy Feely Gives In-Store The Edge

New study demonstrates that for many consumers in-store shopping will continue to score over the Internet in the new millennium

Most consumers will still prefer to get their retail therapy from a trip to the shops rather than logging onto the Internet in the future, even for commodities such as food, videos and toiletries, according to a major new study into the Nation's shopping habits released today.

"The Future of Shopping", commissioned by point of sale designers and manufacturers Kesslers International and conducted by MORI, found that two-thirds of consumers (63 per cent) are 'unlikely' or 'certain not to' buy products or services from the Internet in the future. Three-quarters say they will only ever buy their food & drink and toiletries in a shop.

Consumers questioned over their purchases of a range of goods including financial services, food and drink, cosmetics and toiletries, accessories and videos, cited the importance of the in-store environment when shopping - with the ability to touch and feel products, and contact with fellow shoppers and staff as key preferences.

For three-quarters (75 per cent), being able to see items - and for 69 per cent, being able to pick up and feel them - are key advantages in shopping, while four in ten (40 per cent) stress the importance of the enjoyment derived from a shopping trip.

The fact that the majority of consumers still prefer an in-store environment is good news for incremental brand sales with 43 per cent respondents liking the fact that "they might see something else that they would like"; 27 per cent appreciating in particular the ability to see a wide range of products together at a glance, and more than a quarter (29 per cent) believing they are "likely to see or buy other things on impulse".

The role of in-store display in educating the consumer was also highlighted by the study: as many as 85 per cent say they "prefer having the information about a product on the stand to save me having to ask a sales assistant", while an overwhelming 94 per cent are keen to see information accompanying products on display stands.

The changing dynamics of family life, with 44 per cent of respondents feeling they have less time to shop nowadays, will also continue to impact on retailers and brands with point of sale and in-store layout needing to work harder to make the customers shopping experience quick and efficient. Over half (54 per cent) cited the Internet's 24-hour access as a key advantage, while 48 per cent cited the convenience of armchair shopping over travel.

Charles Kessler, Marketing Director of Kesslers International, believes that the need for good in-store brand presentation has never been stronger:

"The study shows that consumers respond to products better in-store; while shops will continue to respond to internet alternatives by extending opening hours, brands can and should be doing still more to enhance the pleasure consumers take in shopping and the need to give them as much information about the product within the purchase frame."

Technical details

MORI conducted Hall tests in Kingston-upon-Thames, Derby and Middlesborough with a nationally representative sample of 156 adults, 7-21 August 1999. Collected data was edited and weighted (by sex, age, social class and Internet access) to the actual population profile.