According to the study “From Bricks to Clicks: The state of mobile technologies in retail in 2021” by Soti, 63 percent of German consumers want their Christmas purchases to be visible in real time. This ranges from ordering to delivery. 63 percent also state that when they go Christmas shopping it should be possible to buy the same item again with a click of the mouse – either online or in a store. In addition, 26 percent of consumers would like to be able to pick up online orders in stores on the same day. Known under the keyword Click & Collect.
Christmas shopping: retailers need to prepare now
“The high season at Christmas time is extremely stressful for retailers and at the same time the most competitive time of the year. Retailers must therefore start preparing for Christmas 2021 now. In this way you ensure that you are optimally prepared both in terms of stocks and resources, ”explains Stefan Mennecke, Vice President of Sales, Central, Eastern & Southern Europe at Soti.
“The results of our study show that the most important factors for consumers are convenience, continuous tracking of orders and the possibility of quick pick-up or delivery. Dealers have to comply with this in order to remain competitive, ”Mennecke continued.
Customers want simple and fast ordering processes
Since convenience is a high priority for German consumers when shopping for Christmas, over a quarter of those surveyed (28 percent) say they look to another retailer if an order can only be delivered or picked up after more than two days. In addition, a customer-friendly process for returns is an important factor for the majority of consumers. 49 percent say that they would rather order from an online retailer that offers a simple returns procedure. Half are also of the opinion that an automated return procedure would make processing faster and more convenient.
“Due to the fact that 83 percent of the German population When shopping online, we can assume that most of the shopping will be done online again in the coming Christmas season, ”Mennecke adds. “After 18 uncertain months that have been challenging for retailers, they need to make sure they are ready for the convenience of Christmas shopping so they can really take advantage of the Christmas peak and not lose touch with the competition.”
About the methodology of the study: For the study “From Bricks to Clicks: The State of Mobile Technology in Retail 2021“The market research agency Arlington Research carried out an online survey of 6,000 people between the ages of 18 and 65 on behalf of Soti between December 21, 2020 and January 5, 2021. Nationally representative quotas with regard to gender, age and region were taken into account. The interviews were conducted in Germany, USA, Canada, Mexico, Great Britain, France, Sweden and Australia. Soti is a mobility and IoT device management solution provider with more than 17,000 customers and millions of managed devices around the world. The solution portfolio includes tools that companies need to make their processes really mobile. (sg)
Also read: Shopping behavior: how the pandemic changed habits