72 per cent of consumers say the experience of shopping in the UK leaves them frustrated, research by Omnico has found.
In the newly-published fourth Omnico Retail Gap Barometer, surveying 1,215 UK consumers, 73 per cent of shoppers say bricks-and-mortar retail leaves them frustrated, while 71 per cent say online shopping gets their backs up. 72 per cent of consumers say UK retail needs more speed and convenience.
Frustration has fallen over the course of the year as 12 months ago, the first Retail Gap Barometer found the retail experience left 79 per cent of consumers dissatisfied in one way or another. Back then, in-store shopping caused vexation to 81 per cent of consumers and buying online left 77 per cent frustrated.
Mel Taylor, CEO, Omnico Group said, “despite the very welcome seven per cent decline in frustration-levels between our new Retail Gap Barometer and the first a year ago, the overall picture is actually more mixed, with UK retail getting worse at meeting many of the requirements of busy UK consumers.
“There are for example, worrying declines between the first and fourth Barometers in the amount of people reporting they had received a good or outstanding experience in click-and-collect, or across online and in-store. Consumers are still finding significant disappointment in the various ways in which they interact with retailers – a problem that must be addressed.”
44 per cent of shoppers gave a good or outstanding rating to click-and-collect in the new Barometer, compared with 57 per cent a year ago. The percentage of those saying the ability of retailers to give them a seamless experience online and in-store that was good or outstanding fell from 62 per cent to 51 per cent.
The research also reveals differences in attitudes between the two sexes.
Levels of frustration with in-store shopping among men fell by 12 per cent over the year, to 68 per cent, compared with a six per cent fall among women (to 75%).
Mel added, “our research shows where retailers need to make investment. It’s obvious that while there have been improvements, retailers need solutions that bring all their channels together to boost joined-up performance so that frustration levels keep on falling and profits head in the opposite direction.”