Backing Into Convenience
For its winter 2020 consumer view, NRF gathered insights from consumers to uncover the importance of convenience and determine the future role of connivence for the retail industry. When looking at convenience, NRF says “consumers send a mixed message,” finding that only one in 10 consumers mention convenience but nearly all report abandoning a purchase because the experience was inconvenient. In fact, according to NRF’s findings, 83 percent of consumers find convenience while shopping to be more important today than it was just five years ago. And more than one-third of consumers reported feeling they have less free time now when compared to five years ago. “Our lives are getting busier every day and not many people have the luxury to spend hours at the grocery store or department store looking for specific items,” one consumer told NRF. The company found that 52 percent of consumers make at least half of purchases are influenced by convenience. NRF points to services like Amazon Prime and Instacart as examples of consumers’ willingness to pay for convenience, finding that 66 percent of consumers are paying for a delivery shipping service and a quarter of consumers are paying for more than one of these services. And according toFollow WWD on Twitter or become a fan on Facebook.
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