The Retailer Spring Edition 2021

THE RE TA I L ER

20

THE FUTURE OF SHOPPING: 5 CONSUMER TRENDS RESHAPING THE RETAIL LANDSCAPE

Lucy Ferguson Head of Content, UK Ads Marketing Google

I n a year like no other, Google data reveals the long-term shifts in consumer behaviour and how retailers can prepare. In the retail industry, there’s only one certainty right now: change. But some shopping trends are starting to stick, which creates a significant opportunity for retailers who adapt their operations and innovate. On Think with Google — where we explore the latest marketing trends and tips, tactics, and insights on digital transformation — we’ve been examining the accelerated digital adoption of the past year, its impact on consumer behaviour, and what that means for retailers and brands alike. Now, as consumer spending shows signs of beginning to rebound, new Google data is providing valuable insights on the behaviours and trends with the greatest influence and staying power. Below, we’ve pulled out five key shifts that we believe are most important for retailers looking tomeet the changingneeds ofUKconsumers—whether in-person or online.

The shift to online is here to stay In a Google survey of 5,000 people across the UK, the percentage of consumers saying they will shop or expect to shop online versus in-store in the next six months remains markedly higher than pre-pandemic levels.1 Whether skincare, homeware, or fashion, this view is consistent across categories and demographics, pointing to wide and sustained changes in shopping behaviours. With the biggest shift happening in shoppers aged 35 and above, it poses questions for high street retailers who have perhaps relied on older demo - graphics for footfall. A rethink may be necessary in terms of how the in-store experience can complement, rather than compete with, online shopping — for example, with inspiration happening online and fulfilment and aftercare more suited to the physical store. Window shopping is moving online As the purchase journey changes, we’re seeing consumers move from searching for specific products online to seeking inspiration and ideas in the same space. Channels that retailers may have traditionally associated with the end of the purchase journey, such as search, are increasingly a place for discovery.