Data from the British Retail Consortium shows significant growth in sales in Liverpool. Statistics for 2023 indicate an increase in retail sales of 16.5% in Liverpool city centre compared to the national average of 5.2%. Boasting over 400 stores, Liverpool is a shining light in the retail sector but every business faces challenges.
To capitalise on the city’s thriving shopping scene, it’s crucial for store owners, retailers and brand owners to be aware of consumer demands and preferences and buyer turn-offs. Understanding what shoppers want can help businesses embrace and take advantage of new trends, gain a competitive advantage and impress both new and repeat customers.
What shoppers want
It’s common to hear about the growing popularity of online shopping, but research shows that in-store sales have grown steadily since 2022. The most popular reason to shop in-store is to access products instantly, but consumers also prefer to go into shops to enjoy the experience of browsing in-store, try products and get a sense of brand values. According to Statista, 20% of people go to shops to buy products immediately with 16% citing the option to try products and experience brand values as a motivating factor to shop in physical stores.
The experience of going shopping has evolved dramatically since the pandemic, with more and more shoppers benefiting from omnichannel experiences. Over 60% of consumers are more inclined to choose stores that offer experiences such as self-checkout and cashier-less desks for collections and returns. Click and collect has become increasingly popular since 2020. Almost 70% of UK shoppers use click-and-collect services. As a retailer, there are multiple benefits to offering this buying option. Catering to changing customer preferences is an effective way to attract new customers and encourage brand loyalty, but providing click-and-collect can also boost in-store sales. Studies show that almost half of shoppers purchase goods in-store when collecting an order placed online.
Cleanliness is a key factor for consumers in the UK. Research revealed that a staggering 82% of UK shoppers would not spend money in a messy or dirty store or commercial facility, while over 60% of US customers said they’d left a store because it was unclean or untidy. Clean, organised stores create positive first impressions, allow for easy, hassle-free browsing and buying and help brands present products in ways that actively entice shoppers. Investing in professional cleaning services such as those from Premium Clean enhances customer experience and reduces the risk of losing prospective shoppers before they’ve even viewed or tried products. It also contributes to good hygiene and provides a more enjoyable and memorable retail journey.
Excellent customer service is another driving factor for shoppers looking to pick up products in-store. Good service increases the chances of making sales, creating positive impressions and enhancing brand reputation, while poor customer service can put shoppers off. A Forbes study showed that 96% of customers would consider leaving a business due to negative customer service experiences. Simple steps like issuing a friendly greeting, providing advice and information if requested, displaying general courtesy and politeness and showing the willingness to go the extra mile to help customers and make them feel welcome can make a big difference.
How to attract customers in Liverpool
Liverpool is a city that is famed for its shops. From big brands to independent stores and established businesses to exciting pop-ups, there’s something for everyone. Competition for customers is fierce among retailers but footfall is increasing in the city, offering golden opportunities for brands to lure shoppers into stores, outlets, boutiques and markets. There are several ways to attract customers. Popular retail tactics include:
Running promotions
Running promotions is a tried and tested way to pull customers in and encourage them to move through the sales funnel and make a purchase. It’s particularly beneficial to target customers who have already expressed an interest in the product or brand when drawing up campaigns and offers. Using market research can help brands identify the most impactful and effective promotions to convert leads and boost profits. Discounts are the most popular type of promotion among shoppers. Around 60% of consumers said that low prices would encourage them to buy in a UK survey in 2022. Saving money and getting better value for money have become increasingly important during the cost of living crisis. Offering savings makes shoppers feel like they’re getting a bargain and it can also increase the chances of shoppers making multiple purchases as their money stretches further. Adding a time limit can create a sense of urgency, which can accelerate buying processes in some cases.
Offering flexible ordering and payment options
The way we shop has changed. While some people still go to a store, browse and take items to the desk to pay, many will order online and collect in-store or reserve items and then pay when they go shopping. Offering flexible ordering and payment options caters to evolving consumer preferences and demands and it also makes shopping more accessible to a wider range of customers. Click and collect is particularly popular among millennial and Gen Z shoppers. Consumers are more than 60% more likely to choose retailers or merchants that accept their preferred payment method, according to data from the 2022 Global Digital Shopping Index. Providing services to order and pay online and collect in-store allows retailers to offer multiple payment options.
A fun shopping experience
One of the reasons why people prefer to go shopping rather than hitting the ‘buy now’ button on their smartphone is the experience of looking around stores and soaking up the atmosphere. Liverpool is a bustling, vibrant, welcoming city, which offers amazing opportunities for those keen to indulge in retail therapy. It’s beneficial for retailers to consider the customer journey and go all-out to impress, cater to the ideal customer’s preferences and create a memorable, fun, positive shopping experience. Enhancing customer experience, adding new technologies and features in-store, creating incredible visual displays and considering how to use music and scents and smells can all help to make shoppers fall in love with a store.
