Consumers ‘deeply cautious’ about returning to shops

The second EY Future Consumer Index found that only 25% of respondents said they currently feel comfortable visiting a grocery store.

The report also showed that 45% of UK consumers believe the way they shop over the next one to two years will change, with 64% saying they expect to go shopping less frequently, but will spend more when they do. Similarly, 57% say they will be more aware of hygiene and sanitation when shopping in person.

In addition, the poll found that consumers are now prioritising product availability (59%), price (43%), and health (41%).

Silvia Rindone, partner in consumer product and retail at EY, said: “UK consumer companies will need to be aware of consumers’ heightened concerns and make every effort to mitigate anxiety if they are to prosper in this new market. Adaptability has always been crucial for any consumer-facing business, but it will be more important than ever for companies if they are to emerge stronger from this pandemic and serve understandably anxious consumers.

“Companies need to think about reinventing their customer experience so that consumers feel reassured that the risk has been minimised. They must go the extra mile to help them feel safe and entice them back into a communal space. The browsing experience, for example, will change. With social distancing, a person’s presence in-store could prevent someone else from entering, lessening browsing time, and making the shopping experience far more transactional. Simplifying the choice for consumers would also be a sensible move, so that every item can be easily seen and purchased.”