Consumer Shopping
Behavior Changes
Whether they are influenced by personal factors or factors within
retailers’ control, consumers are choosing to shop in
fewer stores and are placing greater relative importance on
speed and convenience, according to Retail Forward Inc. (Columbus,
Ohio).
And this means retailers that aren’t among the top
players in their respective channels risk losing their share
of shoppers, said “American ShopperScape 2006,”
a new report from Retail Forward.
“Consumers’ continuous shopping behavior changes
are often driven by factors outside a retailer’s control—their
lifestyles change, they move, their tastes change—but
also factors within retailers’ control,” said
Mandy Putnam, vice president of Retail Forward and author
of the report. “Change in shopping behavior is shifting
the retail landscape gradually but indelibly. Retailers and
their suppliers need to track change in order to remain relevant
and participate in shaping the retail landscape.”
The number of stores consumers shop has continued to decrease
over the last three years. Rising gasoline prices and online
access have helped foster this change, but store promotions
and advertising, merchandise selection and customer service
assistance also play a role. In fact, 35 percent of shoppers
cited pricing changes as the retailer-controlled factor that
would most affect their shopping habits.
Nearly 60 percent of consumers changed their shopping behavior
to some extent this year, the report said. More “down
market” shoppers with annual incomes of less than $22,500
made changes in their shopping behavior and more are shopping
less often.
To purchase the complete report, visit www.retailforward.com.
[December 2006 PET AGE]
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