Survey finds Retail Choreography solutions improve sales and brand relationships during Covid-19

Imogen Wethered
by Imogen Wethered

On the 25th of September, 2020, Qudini ran a consumer survey to 2,000 British shoppers to better understand how they were interacting with stores during the Coronavirus era.

Download the full survey of 2,000+ consumers here

We surveyed consumers on the usefulness and benefits of:

Younger generations demand Retail Choreography solutions from brands

The survey responses found that any retailers who use any of these five solutions to choreograph their customers’ experience stand to gain significantly through improved revenues and brand relationships across channels.

This is particularly prevalent amongst Millennial and GenZ customers where an average of 77% state that the solutions would positively impact their interactions with retailers in one or more of the following ways:

The most attractive benefits of Retail Choreography solutions

When viewing all generational responses as to how they felt each individual Retail Choreography solution would positively impact their interaction with a retailer:

These insights indicate that every retailer could significantly improve their revenues and brand relationships by using digital tools to choreograph their customer experience during the pandemic and even beyond.

What tools do different generations of consumers care about most?

Overall, younger generations are 1.7 times (39%) more likely than Baby Boomers to find it useful if retailers use digital tools to choreograph their experience. Comparing how these five different systems positively impact the behaviours of Millennial and GenZ customers versus Baby Boomers shows that:

All this confirms what we all instinctively know to be true – Millennial and GenZ customers want retailers to use digital tools to improve their experience, and they are willing to pay more and engage more for the privilege.

With these younger generations ever increasing in spending power, these insights suggest that retailers who use such digital tools to choreograph and improve their customers’ experience stand to win through greater immediate and long-term revenue generation and increased customer retention, acquisition and advocacy.

Retail Choreography solutions are key to engaging higher income households

To further add to the business case for using Retail Choreography solutions to improve customer management and experience during and beyond the pandemic:

Our survey also showed that, on average, 21% of those from higher income households were more likely to make an in-store purchase and 19% were more likely to shop with the retailer online as a result of a retailer’s use of the five Retail Choreography solutions. They are 1.6 times more likely to make a purchase in-store or online than those in the lower income tiers.

Overall, this survey shows that a long wait time is more likely to drive younger generations and those from higher household income groups to walk out of stores without buying anything and to not return to store. Retail Choreography tools offer a powerful antidote, as these same demographics are also the most likely to be driven to purchase in-store and online across a retailer’s channels, and the most likely to return again, as a result of a retailer’s use of digital tools to choreograph their experience.

The benefits of virtual queuing software and appointment booking software

When asked why customers would find virtual queuing and appointment booking software useful within retail stores during the pandemic, it was clear that most customers felt the solutions could alleviate their health concerns.

The second most cited benefit was the ability to save time and to be more efficient, demonstrating that it is important for retailers to value their consumers time during every interaction. Time appears to be slightly more important to Millennial and GenZ customers and, to all age groups, is even more important than enjoyment and better service.

For virtual queuing, the system’s ability to protect customers during poor weather conditions was voted as the third most attractive benefit (particularly by Baby Boomers), indicating that the greatest need for the tool is during the autumn, winter and spring months ahead. The ability to stay informed about wait times and to ensure a fair process were also popular benefits.

Fairness was also cited as the third biggest benefit of appointment scheduling software. For higher household income groups, the greater fairness offered by an appointment scheduling tool is incredibly important to them and is as important as the ability to use their time productively.

What stores do consumers find Retail Choreography solutions useful in?

Our survey found that, during and likely beyond the pandemic, customers would find all the Retail Choreography solutions in question useful within every type of retail store. The priority and extent to which each solution was found useful varied based on the type of retail store, for example:

Download the full survey report here

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