Seven in 10 consumers say convenience is more important to them now than it was five years ago, with home delivery influential in shifting shopper perceptions, according to research among 1,000 UK household decision-makers.
Alistair Lockhart, insight director at Savvy Marketing, which produced the research, said the market was undergoing a convenience revolution in which shoppers’ perceptions of speed and what made their lives easier were being redefined.
“We see across all our research that perceptions are changing and Generation Y, in particular, expect not only speed, but acceleration of speed when it comes to convenience,” Lockhart said.
Convenience is not just about convenience stores: shoppers want all stores to be convenient, the research found.
When it comes to home delivery, speed is now an expectation and determines which retailers shoppers choose – 23% of shoppers have paid more to have a product delivered faster.
Seventy per cent of shoppers will look for another retailer if delivery times fail to meet their expectations.
Services such as Sainsbury’s Chop Chop appeal to almost half of shoppers. Chop Chop allows shoppers to order up to 25 items using an app and their order will be available to collect form their local convenience store within half an hour.
Sixty-three per cent of UK shoppers said they would trial a service such as Amazon Instant Pick-up, on test in the US, which enables shoppers to order items using a smartphone app, and then collect them from a pick-up location within minutes.