Page 36 - HW May 2021

global eyes
No margin for
error with Gen Z
Digital experience management software company Sitecore has been looking at how the shopping habits of Generation Z consumers in the US has evolved during the pandemic.
Among its key findings is that Gen Zers are now even more critical of their digital shopping experiences and will vote with their feet if those experiences are less than optimal.
63% of Gen Zers have less patience with slow or poorly functioning websites, says the Sitecore survey, 57% are less loyal now to brands than before the pandemic and, faced with a poor digital shopping experience, 37% will either abandon a purchase or post a negative review.
Indeed, just 38% of Gen Z shoppers will give a brand a single second chance before switching to a competitor, while 80% are now more willing to try new brands online and will switch allegiances quickly.
And talk about demanding: over
75% believe that their favourite brands should reward them for their patronage, they’re looking for new and exciting experiences when they shop online, and 71% expect a highly personalised experience.
With less than a third of Gen Zers surveyed having purchased anything online before the pandemic hit, 63% now find online shopping more enjoyable than in-person, with nearly two-thirds admitting to being digital converts and that they will continue to buy almost everything online.
Sitecore concludes there is now “no margin for error” when it comes to Gen Z’s expectations of the digital shopping experience. No pressure then...
www.sitecore.com
Is Homebase getting ahead of the curve?
ALTHOUGH EUROPEANS MAY be currently looking at less restricted lives as the pandemic ebbs somewhat, DIY retailers including Homebase in the UK are already looking to work with the lasting effects of consumers being required to stay local for months on end.
EDRA/GHIN’s Oliver Ginestier, for example, in a blog post on the DIY Summit website, says one of the key changes being experienced by the European DIY channel is “a renewed focus on customer locality. Lockdowns and ‘Stay at Home’ orders have led to customers staying closer to home to acquire their goods.”
This is especially the case in countries like Spain, Italy, France, the UK and Germany, which, at points, had Government orders urging people to not travel further than a few kilometres from their homes.
While there is already a noticeable
shift from urban to rural living, he says: “Consumers in cities have rediscovered their local stores and are increasingly using these rather than travelling to larger stores located less locally.”
As a result, DIY retailers have been adding more local format stores to their big box offerings in typically out of town locations.
Is this a true step change for the European industry? Could be, says Oliver Ginestier: “Covid-19 has sped up the evolution of the retail landscape.
“However, it is still unclear as to
whether there will be a small store boom, or rather that small stores and store in store concepts will simply become more commonplace in the coming years.
“If the larger DIY sector follows the trends seen in the UK, and recently in Europe, we can predict that collaboration with retailers in other sectors will become more popular, as well as smaller store concepts.”
In this respect, in the UK, on top
of opening several smaller format DECORATE by Homebase stores, Homebase has recently also opened its first small-format Homebase store in Walton-on-Thames, Surrey, offering a range of home and garden essentials.
Damian McGloughlin, CEO of Homebase, comments: “We understand the importance of customer experience both in-store and online and we’re really excited to be bringing our inspiration, style and advice to the high street.
“We’re listening to the local community to make sure we can provide them
with the products they’re looking
for to complete any home or garden improvement project.”
The retailer has also been trialling a new partnership to bring garden centres to six of apparel and homewares retailer Next’s stores around the country.
Both initiatives indicate a welcome return of retail investment to the British high street which has suffered closure upon closure in recent times, even before the pandemic kicked in.
www.homebase.co.uk
34 NZHJ | MAY 2021
MORE AT www.hardwarejournal.co.nz