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THE RETAIL
CUSTOMER
BITES BACKAnjul Sharma,
FreshMinds
Research powered by
We’re seeing a shift in the balance
of power
Changing
technology
Changing
retail footprintsChanging
lifestyles
Consumers are increasingly
dictating what they want from
the high street
An immersive
experienceA place to
browse
A place to socialise
and spend time
A place to socialise
and spend time
56%
65%
Enjoy combining shopping with other
activities such as going for coffee or food
74%
64%
Worry that without the high street, we
will lose face-to-face contact
“ Shopping is quite sociable
– you don’t get the same
enjoyment shopping by
yourself as you do with
your friends”
Female, 18-34
MILLENNIALS
EVERYONE
A place to browse and
be spontaneous
91%
88%
Like that purchases can be taken home,
there and then
87%
83%
Want to be able to see, feel and touch
what they are buying
MILLENNIALS
EVERYONE
“ Shopping on the
high street is good
for inspiration, when
you don’t know
what you want”
Male, 18-34
Offline shopping allows spontaneity
84%
77%
An immersive
experience
“You want to go to the high street for that extra
experience - something you can’t do online”
Female, 18-34
Is this the end of big brands on
the high street?
63%
Think that the high street has lost its
appeal
EVERYONE
“If it’s the same old high street,
then you might as well just buy
what you want online”
Female, 18-34
46%
Think that the big
retailers have ruined the British High Street
Maybe …
Big brands are largely absent
Shared space plays an important role
A clean, green high street
Fluid, evolving spaces
Creative pop-up spaces
Digitally-enhanced stores
Seamless shopping systems
∕ There is a real desire
for change on the
British high street …
∕ … and it will have to
play a different role
to satisfy consumer
needs going
forwards
∕ The key to survival?
Agile adaption
Interpreting the
consumer vision
A place for unique and
personal experiences
66%
67%
Like to buy products they think are unique
and different
59%
47%
Think that life is all about learning new things and
having meaningful experiences
“ Because the pop-up shop is so
ephemeral it gives it a sense of
urgency … Maybe you will have
an experience that is exclusive to
you and that someone else who
gets there too late will have
missed”
Female, 18-34
MILLENNIALS
EVERYONE
An integral part of the
collaborative economy
64%
UK adults participate in the sharing
economy
EVERYONE
“ Shopping on the high street
makes you feel like you are
supporting your local
community by buying
things locally and investing
in the area”
Female, 18-34Try their best to support local
businesses and independent retailers
51%
A place where physical
meets virtualMILLENNIALS
EVERYONE
“ I would imagine fewer staff in certain
stores, but there will always be a need for
some staff to be present in store ”
Male, 18-34
Have used Click and Collect
68%
60%
29%Of millennials have
used locker delivery e.g. Amazon lockers
So how can retailers
(big and small) respond?
Collaborate
with other
retailers
Collaborate
with local
communities
Strive for true
integration of
on and offline
channels
Use in-store
technology to
delight your
customer
Deliver an
engaging,
value-add
experience
in store
ANY
QUESTIONS
FreshMinds is an insight and innovation
consultancy. Twice winner of industry’s
Best Agency award, we help
global brands to illuminate the path to
growth by developing winning
products and services.
@FreshMindsTeam
www.freshminds.net
