Sales people with deep knowledge of their products come high on the list of desirable attributes for shoppers, according to the latest consumer insights survey from PwC.

The 2019 survey Investing in Experience assessed the behaviour, habits and expectations of more than 1,000 Irish consumers, in addition to 21,000 consumers in 27 countries. 

It found that the Irish retail sector is proactive in providing an improved consumer offering. A trend to more frequent in-store purchases was noted, with more than half of survey respondents stating that they shop in-store (excluding grocery) at least weekly.

More than half were happy with their ability to navigate a store quickly and conveniently, but this has fallen from two-thirds last year. According to the survey, attributes that would significantly improve the experience would be the ability to navigate the store quickly and conveniently, sales associates with deep product knowledge, quick and easy payment methods,  and in-store WiFi.

PwC retail and consumer lead John Dillon said: “While the store remains front of mind, it remains under pressure from online competition, along with more demanding consumer expectations. Therefore, the need for stores to create a compelling proposition has never been greater. 

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“Stores need to constantly evolve and innovate in order to satisfy consumers who are clearly interested in store shopping albeit in a different way.  Retailers need to rethink how they engage with customers while fully embedding technology in every element of their business models.

“Irish shoppers expect seamless and frictionless shopping experiences. The survey highlights that consumers are willing to pay for a seamless shopping trip and investing in the area of customer experience is key for the future of retail.  Retailers  who invest in the right areas have the potential to achieve a quantifiable return on experience.”

Online Shopping

Numbers buying online have increased by 25% year-on-year, the most popular categories being books, music, movies, video games (26%); clothing and footwear (18%) and health and beauty (12%). Consumer electronics, toys, DIY and sports equipment remain largely in the bricks and mortar domain, according to the PwC report.

Online sellers shouldn’t be complacent, the survey shows. While nine out of ten consumers are willing to pay delivery charges, achieving short delivery windows is critical, as less than half are willing to pay for deliveries beyond three days.

The most important factors for Irish consumers when considering the delivery process are the availability of free returns (45%), knowing the exact delivery date at point of order (44%) and the ability to return items to a store (29%).

Senior manager Grace McCullen said: “The bar for brand leadership will continue to shift as organisations launch ever-more friendly consumer technologies. The importance of smart devices will only grow in the next five years and Irish retailers need to continually seek out opportunities to further digitise their business.”

Photo: Declan Ronayne of Woodies (left), Rosy Temple of Magee 1866 and  PwC's Owen McFeely