A third of shoppers turn their back on promotions, believing they are a ploy to pay more
A third of shoppers turn their back on promotions, believing they are a ploy to pay moreAldata, a provider of software to improve supplier to consumer processes, has revealed that a third of shoppers regard Christmas promotions as a ploy to get them to buy more, with 31% stating they distrust, dislike or just throw out multi-buy or so-called ‘buy one get one free’ (BOGOF) products, creating a wastage problem and product shortage for other buyers.
The research conducted with over 1,000 UK consumers undertaken in November 2010 revealed attitudes to Christmas shopping and key frustrations with retailers over promotions and stock levels.
Shoppers turn back on favourites
Shoppers also revealed that they were frustrated with stock levels, with almost half (46%) expecting their favourite store to be out of stock of at least one item, forcing them to shop in other locations to complete their purchases. Only 15% of respondents stated they were certain their preferred store would have what they want, indicating a worrying trend for retailers as consumers vote with their feet and discard store loyalty.
Allan Davies, Aldata chief marketing officer, commented: “During the festive season, shops are busier than ever, and having to shop-hop can be very stressful and tantamount to torture for the last-minute Christmas shopper. Offers can draw in new customers during the busy Christmas shopping season, but a badly thought out promotion could easily deplete stock levels and impact consumer confidence and loyalty.”
Retail rage riles shoppers
Poor store layout was another area driving shoppers to distraction this Christmas, with aisle obstruction (46%), limited product availability (34%), difficult checkout processes (33%) and messy shelves (33%) highlighted as the biggest shopping frustrations. With anger building, Aldata warned retailers are risking the wrath of Christmas shoppers if they fail to review and clean up store processes.
Davies concluded: “Christmas can be a difficult time for both consumers and retailers, but it is clear that retailers need to go back to basics and ensure that stock is available so that shoppers can complete their Christmas lists.”
