There is overwhelming evidence that the consumer is changing according to Perth based research company, Service Audits and Market Research WA. Their most recent study "The Trends 2003 Update Report - keeping an eye on the consumer" gives a series of fascinating insights into Australian shopping behaviour and expectations.
54 percent of respondents in this national Australian consumer study described their shopping modus operandi as a 'Purpose Shopper'.
The 'Purpose Shopper' behaviour is described as: they generate either a physical or mental shopping list and adamantly stick to it with the sole aim of getting in and out of retail stores and/or shopping centres as quickly as possible.
Unlike their counterpart the 'Sidetracked Shopper', they are focussed and determined to invest minimum time per week in the pursuit and purchase of retail products or services that are not on their designated shopping lists.
The implication of this shopping attitude for both large and small retailers, irrespective of their location, is a little scary according to Carole Walker, of Service Audits & Market Research WA. She says that purpose shopping, both as an attitude and behaviour, has steadily emerged over the last four years.
The 'Purpose Shopper' is quite clear about their needs and their expectations of retailers in terms of how they are managed at critical points of contact and their ability to quickly access products and services. Access is not only from a conveniently located retail store perspective but also whether the 'Purpose Shopper' can comfortably access the individual retail stores and navigate their sales floor. This aspect alone sends a strong and powerful message to retailers who continue to limit access with cluttered entrances and sales floors. These 'Purpose Shoppers' are clearly a dominant force and will vote with their feet, choosing to ignore those stores that don't consider their needs.
According to the 'Trends 2003' study consumers have higher than ever service expectations, particularly males. Their expectations have escalated by some 14 %. In 1998 a male's expectation of service was 11 percent lower than that of a female, but in 2003, the research shows a significant narrowing of that gap to just 1 percent.
Shoppers male and female expect to receive prompt, informative and efficient service from a switched on, tuned in sales team that is prepared to demonstrate to them that they are not only welcome but also valued. The benefits of this positive behaviour are an 89 percent chance that the store will be first in the consumers' mind or on their purpose shopping list in the future.
Among the many interesting points in the 'Trends 2003' study are the disappearance of the fortnightly shopper and the changing patterns caused by increased shopping frequency.
This backs up a study conducted in Western Australia, again by Service Audits and Market Research, in late 2001 which picked up three key changes in consumer shopping behaviour.
From 1998 to late 2001, they identified an 8% increase in people who shop every day - which is great news for the neighbourhood centre. The closer people live to a shopping centre the more often they shop, with groceries and convenience food the main items on the shopping list.
In 1998, 28% of shoppers spent less than an hour each time they visited a shopping centre. In just four years the number had changed to an amazing 62%.
56% of shoppers surveyed spent less than 10% of their weekly allocated shopping time browsing speciality retailers. As the report quite rightly commented, the implications of 'hit and run' shopping are significant for the small speciality retailer whether in large or neighbourhood centres.
The 2001 study also found that the majority of shoppers are creatures of habit. 60% always park in the same area of a car park and 71% always enter/exit the shopping venue via the same entrance.
The reason for these behaviours - habit 26%, ease of access 30%, availability of parking 21%. Undercover or shaded parking was sourced by 13%. And 9% parked in a particular area close to a specific retailer or service which was their primary reason for visiting the shopping precinct.
When shoppers consider venturing further to shop, the most common reason was for services or products which couldn't be purchased or located in their 'convenient' shopping centre or precinct. This was followed by a desire for a change of scenery.
I was also fascinated to see an 11 percent increase in the consumer's expectation that retail personnel wear corporate identification and a 45 percent increase in expectation that they wear uniforms, compared to the results of their 1998 study.
Finally, 51 percent of respondents in the survey stated that 80 percent or more of the time direct mail catalogues encourage them to browse retail products and services at home rather than in the store or at the shopping centre. This certainly fits with the behaviour of a purpose shopper.
If you would like a more detailed summary and description of the report and an order form just contact me and ask for 'More on the Trends 2003 Report'.
Author - Jurek Leon is a speaker, trainer and consultant. He presents courses and addresses seminars on marketing, motivation, selling and customer service. To subscribe to Jurek's FREE monthly email newsletter it's simple, visit the Free Articles section of his website: http://www.terrifictrading.com and enter your email address.
