While digital’s influence on retail sales continues to climb, new study reinforces the importance of memorable in-store experiences during the ‘golden quarter’
LONDON – 14 November, 2018 – According to new research from retail technology provider Aptos, Inc., retail stores have not lost their Christmas magic, as the high street remains the preferred destination for shoppers during the golden quarter.
In a poll of 2,000 UK consumers, Aptos found that of respondents who prefer shopping the high street at Christmas more than any other time of year, 71 per cent appreciate the physical experience of browsing and buying gifts.
The second most popular reason for preferring the high street was that shoppers enjoy visiting stores with family and friends, a factor cited by 31 per cent of respondents.
For UK retailers, there is a message that cannot be ignored: the store experience remains highly relevant in the most important shopping season of the year.
The research also found that:
“The golden quarter, a sales period that runs from October through December, has always been a busy and profitable time for UK retailers, and thanks to a deepening understanding of customers’ omnichannel preferences and behaviours, as well as the revitalisation of store experiences, we expect the 2018 festive season to be particularly robust,” said Richard Willis, regional vice president, Aptos.
“Also, as our research shows, it’s vital that retailers stay focused on delivering what matters most to shoppers in the run-up to Christmas,” Willis continued. “Beyond price, which proved to be the most important factor for both online and in-store shoppers, respondents stated that for in-store purchases, deals and promotions are crucial [54 per cent], followed by the need for good stock levels [37 per cent]. For online orders, we see that after price, speed of delivery [50 per cent] is critical.”
“This festive season, and throughout the year, retailers that can deliver on customer expectations, reinvent their stores as experience centres and create meaningful connections with shoppers will thrive,” Willis noted.
About Aptos “Engaging Customers Differently”
In an era of virtually limitless choice, sustained competitive advantage only comes to retailers who engage customers differently – by truly understanding who they are, what they want and why they buy. At Aptos, we too, believe that Engaging Customers Differently™ is critical to our success. We are committed to a deep understanding of each of our clients, to fulfilling their needs with the retail industry’s most comprehensive omni-channel solutions, and to fostering long-term relationships built on tangible value and trust. More than 1,000 retail brands rely upon our Singular Commerce™ platform to deliver every shopper a personalized, empowered and seamless experience…no matter when, where or how they shop. Learn more: www.aptos.com
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Contact:
Kristen Miller
Aptos, Inc.
+1 678 695 6566
kmiller@aptos.com