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The True Emergence of The Purpose Shopper
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'.
About the 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: www.terrifictrading.com and enter your email address.
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