The first of our four themes that we’ll examine is Convenience, which we will do over two blog posts: Re-Evaluating The In-Store Shopper Experience followed by Accelerating Grocery eCommerce.
Retail Convenience is driven by the long-term consumer trend of ‘Busy Lives’ – people increasingly claim to be time-pressed in their day-to-day lives. The increasing demand for products and formats that can make life easier or help people control what they buy, store, prepare, serve and consume is clear evidence of the value people play on convenience.
For many, the reward for shopping is getting the job done, with the minimum of fuss, so they can get back to their daily lives. A rising number of shoppers are becoming accustomed to on-demand services such as Amazon Prime, Buymie and Deliveroo providing almost instant gratification creating the Verruca Salt (from Charlie And The Chocolate Factory) – ‘Don’t care how, I want it now’ shopper mindset’.
This demand for instant gratification or fulfilment, next day, same day, or within the hour has been diluted by Covid-19 but it hasn’t gone away. For many Convenience has taken a back seat to our desire to shop in a safe, hygienic, location and the requirement to maintain a safe social distance of 2m from people.