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What US Consumers Want From Homeware Stores During Covid

Ed Heal
by Ed Heal

On 26 October 2020 we surveyed 2,000 US consumers about their shopping behaviors in stores and online during Covid-19 and unveiled some interesting insights for homeware and furniture retailers.

Our insights show that most consumers are avoiding homeware and furniture stores as a result of health concerns caused by the Coronavirus. The insights show that getting too close to other people and waiting in lines inside and outside of stores are key customer concerns that are costing homeware and furniture retailers revenue opportunity across multiple channels, both before and during the pandemic. The survey suggests that homeware and furniture retailers who combat these challenges by using digital tools to choreograph their customer experience will see significant business case benefits through improved omni-channel sales, greater loyalty and advocacy amongst some of the highest value customer groups: younger generations and higher earning households.

 

 

Who normally visits homeware and furniture stores outside of the pandemic and how often?

Before Covid-19, 82% of the shoppers within our survey said they visited homeware and furniture stores. 13% said they did so often, 35% said they did so sometimes and 34% said they did so rarely.

Younger age demographics are more likely than Baby Boomers to visit homeware and furniture retail stores often and sometimes.

Graph showing customers who walked out of retail stores before the pandemic

There is a clear correlation between higher earning households and the likelihood of visiting homeware and furniture stores often.

Consumers from higher income households are 2 times more likely to visit these stores often than those in the lowest income groups.

Men are more likely than women to visit homeware and furniture retail stores often and sometimes.

Graph showing customers who left wait line before pandemic by income and gender

 

 

Customers are visiting homeware and furniture retail stores less as a direct result of the Coronavirus outbreak….

As a result of the Coronavirus outbreak, 57% of homeware and furniture store customers are visiting these types of stores less than before. A third (34%) are visiting them the same as before. Only 8% of customers are visiting these types of stores more than before.

Baby Boomers are the most likely to reduce their visits to homeware and furniture stores during the Coronavirus outbreak, at 67%, while half (55%) of Millennial and GenZ customers have reduced their visits.

37% of these younger generations are continuing to visit homeware and furniture stores as much as they did before and 14% are visiting more than before. Very few Baby Boomers are visiting these types of stores more than before.

Charts showing how often customers visited retail stores during covid

 

Higher household income groups are the least likely to reduce their visits to homeware and furniture retail stores as a result of the Coronavirus outbreak.

Only 49% of consumers from higher income households are reducing their visits to stores, and 20% are visiting homeware and furniture stores more.

This perhaps suggests a widening economic gap created by the Coronavirus pandemic in that the higher income groups are disproportionately less financially impacted by the crisis.

Throughout our survey we found that women are more cautious and concerned by the health impact of the Coronavirus outbreak than men.

chart showing frequency of customer store visits by gender and household income

Why are customers avoiding homeware and furniture retail stores

We asked customers why they were avoiding stores in general and found that health concerns are the main reason, with 81% of consumers stating this to be the case. This was followed by an increased use of online shopping (51%) and financial concerns (36%). All age groups are increasing their use of online shopping channels equally.

Financial concerns and, interestingly, environmental consciousness has proved greatest amongst younger generations of consumers.

The fact that GenZ consumers are 2x more likely to avoid stores for environmental reasons than Baby Boomers is something homeware and furniture retailers need to become increasingly aware of, as it will effect the way consumers shop as they increase in spending power.

A number of brands are even bringing sustainability offerings into their product range/store environment. For example, Burberry has become carbon neutral across 85% of its sites and is procure 83% of its total energy from renewable sources, and has also reduced emissions in its supply chain by more than 1600 tonnes of carbon.

top reasons customers visited store less than before on two bar charts

 

What concerns people about shopping in stores in the Coronavirus era?

When it comes to visiting stores, customers’ biggest concerns are other people not wearing masks (56%), getting too close to other people (55%), touching products that other people have touched by other people (45%) and having to wear a mask (28%).

A quarter (24%) of customers are concerned about having to wait in lines inside or outside of stores.

These insights suggest that homeware and furniture retailers who address these top concerns and prioritize customer health could increase customer confidence and drive more footfall to their stores.

charts showing consumers top concern when shopping in store

 

How lines effect homeware and furniture retail sales before and during the Coronavirus

With wait lines proving to be one of the top concerns for customers when visiting stores during the Coronavirus era, we wanted to find out more about how lines impacted customer behavior and why it was a problem.

Our report found that not only are customers visiting stores less because of the pandemic, but when they do visit stores they are less willing to line up, even compared to before the pandemic.

Outside of the Coronavirus outbreak:

Retailers of every type are losing revenue as a direct result of lines, particularly from some of their key customer groups (younger generations and higher household income groups).

85% of customers have avoided entering stores or have walked out of stores without buying anything because of lines and waits for service: 14% said they would do so “often”, 33% said “sometimes’ and 35% said “rarely”.

GenZ, Millennial and GenX age groups were the most likely to avoid entering stores or walkout of stores without purchasing because of lines and waits for service.

customers stating whether they walked out of store because of waits before covid

Higher household income groups were also more than twice as likely to say they have left stores “often” because of wait lines and waits for service than those in lower income brackets.

Blue chart showing which customers walked out of stores before covid based on income

During the Coronavirus outbreak:

The lost revenue caused by wait lines is further exacerbated, particularly amongst the key customer groups.

charts showing that during covid people were more likely to leave stores because of a wait for service chart showing by income and gender which customers are most likely to leave a store

 

 

Do lines have a long-term impact on homeware and furniture retailer sales?

To add to this challenge, our survey showed that not only do retailers stand to lose immediate revenue opportunity due to long waiting experiences, but they also lose out on future repeat visits and resulting revenues;

Charts showing whether customers agree of strongly agree that long waits make them less likely to return for service by income, customer who are less likely to return to a retail store due to long waiting time

 

Why are wait lines such a big concern to customers?

With wait times proving to severely impact immediate and long-term potential homeware and furniture retail revenues, the second part of our survey focussed on understanding how customers felt their experience could be improved.

To help homeware and furniture retailers to understand how to improve their waiting experience to minimize the revenue and loyalty loss caused by lines, we asked shoppers what most concerned them about waiting in line in the present period and found that health and lack of comfort are the biggest reasons consumers dislike the experience:

These insights suggest that customers most dislike lines because it makes them feel out of control, uncomfortable and like they are wasting time. Homeware and furniture retailers could allay these concerns by using virtual wait line systems and appointment booking solutions, as this would allow them to offer safer, more comfortable and informed waiting experiences that don’t waste customers’ time.

red chart showing top concerns customers have when physically queuing

 

How long customers are prepared to wait for service within homeware and furniture retail stores…

When asked how long customers are willing to wait in homeware and furniture retail stores we found that:

21% will only tolerate a wait of up to 3 minutes. 19% will wait between 3-7 minutes and 17% will be willing to wait between 8 and 10 minutes. In total, this means that more than half of homeware and furniture retailers shoppers (57%) will only wait up to 10 minutes for service.

These insights demonstrate that the wait time does not need to be long before significant revenues can be lost.

Interestingly, despite being more likely to walkout without buying anything and less likely to return to the store if they are forced to wait, Millennial and GenZ customers have a higher mean wait time threshold than older generations when it comes to waiting in lines at homeware and furniture retail stores. They are more patient of longer waits, though less tolerant and also, more personally insulted if a wait exceeds their expectations.

Graph showing how long customers will wait for service in-store overall and by generation

The same applies to consumers from higher income households. They are less likely to leave stores because of long wait times, but are also less forgiving and less likely to return to the stores afterwards.

Graph showing how long customers will wait in line in retail stores

 

Homeware and furniture retail wait time is similar to fashion, makeup and gardening stores.

Chart showing how long customers will wait for service in different retail stores

 

How do customers want their experiences to be managed within homeware and furniture retail stores…

To understand how Qudini can help our clients at this important time, we sought to understand which of our five key Retail Choreography tools customers wanted to see within homeware and furniture retail stores to better manage their experience. So we surveyed customer opinions on:

  • Virtual wait line systems: To manage store capacity and to enable customers to line up virtually using their phone or through a host with a tablet.
  • Appointment scheduling software: To enable customers to schedule store visits and in-person service or virtual service 24/7 from any channel.
  • Contactless collection check-in: To enable customers with online orders to check-in when they arrive at store so that store teams bring their order to them outside of the store.

Cartoons showing queuing, appointment and click and collect scenarios

How do customers want their experiences to be managed within homeware and furniture stores…

Customer priorities of these tools specific to homeware and furniture retail stores were as follows:

1. Virtual appointments (43%)

2. Contactless online order collections (19%)

3. Virtual wait line systems (19%)

4. Store appointments (18%)

5. Store host with tablet (16%)

Customer survey about Retail Choreography in jewelry stores

 

Consumers earning between $100 and $300k where the most likely to want all Retail Choreography solutions from homeware and furniture retailers.

Female consumers are slightly more interested in these solutions, too, with the exception of virtual appointments.

Graph showing which Retail Choreography solutions customers favour by household income and gender

When asked why customers would find virtual wait line systems 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, alongside their concerns around wasted time, poor weather conditions, lack of information and fair process.

Bar chart showing top benefits of virtual wait line and appointment systems

 

What impact would using these solutions have on homeware and furniture retail customer spend, advocacy and loyalty?

The survey responses also indicate that homeware and furniture 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.

The solutions would positively impact consumers’ interactions with retailers in one or more of the following ways:

Bar chart showing that 50% of customers are more likely to visit retail stores if they use the five Retail Choreography solutions

 

The survey insights showed the powerful business case benefits for Retail Choreography tools within homeware and furniture retail

Our survey found that customers are more likely to find Retail Choreography tools useful within homeware and furniture retail stores.

All this confirms what we all instinctively know to be true – customers want retailers to use digital tools to improve their experience, and they will be driven to spend more and to engage more across a retailer’s entire omni-channel offering in return.

The significantly greater interest in Retail Choreography tools suggests they may have wanted these kinds of tools all along and that Covid-19 will prove to be a catalyst for a new era of omni-channel retailing as retailers realize the powerful business case benefits behind offering such tools.

To further add to the business case benefit of using Retail Choreography solutions within retail and the conclusion that Covid will prove to be a catalyst for a new era of omni-channel retailing where lines are eliminated and in-store or virtual appointments and curbside pickup become the norm.

Overall, our survey shows that a long wait time is more likely to deter consumers, especially younger consumers and those from higher household income groups, from visiting stores or returning in the future. To combat this, the insights show that 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.

How long customers are prepared to wait for service within homeware and furniture retail stores…

When asked how long customers are willing to wait in homeware and furniture retail stores we found that:

21% will only tolerate a wait of up to 3 minutes. 19% will wait between 3-7 minutes and 17% will be willing to wait between 8 and 10 minutes. In total, this means that more than half of homeware and furniture retailers shoppers (57%) will only wait up to 10 minutes for service.

These insights demonstrate that the wait time does not need to be long before significant revenues can be lost.

Interestingly, despite being more likely to walkout without buying anything and less likely to return to the store if they are forced to wait, Millennial and GenZ customers have a higher mean wait time threshold than older generations when it comes to waiting in lines at homeware and furniture retail stores. They are more patient of longer waits, though less tolerant and also, more personally insulted if a wait exceeds their expectations.

Graph showing how long customers will wait for service in-store overall and by generation

The same applies to consumers from higher income households. They are less likely to leave stores because of long wait times, but are also less forgiving and less likely to return to the stores afterwards.

Graph showing how long customers will wait in line in jewelry stores

 

Homeware and furniture retail wait time is similar to fashion, makeup and gardening stores.

Chart showing how long customers will wait for service in different retail stores

 

Improving homeware and furniture retail profitability and driving lasting brand relevance

These insights show that both during and outside of the Coronavirus, homeware and furniture retailers have much to gain by using Retail choreography solutions to manage lines, to offer in-store and virtual appointments and to provide contactless pickup services.

Our many case studies with leading homeware and furniture retailers have also shown the same. For more information on how we can help your brand take a look at our customer success stories or get in touch with our team for a demo at info@qudini.com

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Our Upcoming Webinar will present consumer insights on how the pandemic has changed consumer shopping habits. Sign-up below for Tuesday October 12th (2pm ET | 11am PT).