What do shoppers want in 2013!

6 trends facing shoppers in the next 12 months Trust me! The new currency is 'trust' - shoppers want ethical, local, healthy and honest. They want products & retailers they can trust. Honesty and transparency are important, so these are a must in communication - just look at the controversy surrounding Harris & Hooley and Tesco recently! We'll see more messages like TrackmyMacca! Make it personal! Shoppers expect you to work harder for them ensuring products and services are relevant and personal. Retailers will develop formats to meet the needs of the local area and demographic. Convenience is no longer seen as a single channel, as retailers and suppliers recognise the difference between store segments and are now tailoring their range and recommendations accordingly. A great example is Booker Premier's new forecourt format. Suppliers are developing new products to meet this such as pack size and gender specific produce; think women's beer and men's wine. This means segmenting who your shopper is and what influences them. Can't live without my phone! The usage of tablets and mobiles will take over desktop devices and retail communication will take notice. Last year 44% of convenience shoppers said they own a smartphone (CTP 2012), we predict this will rise to at least 1-in-2. Retailers and suppliers need to get online if you've not done so already. Retailer engagements, such as Nisa's ShopLoco, give shoppers added convenience and are a great source of information; so should be considered in any social media strategy. I want you & you & you Shoppers will be even more promiscuous as many seek out the best deals and most relevant solutions; spreading their spend across each channel. Discounters and online will continue to grow. Retailers need to look at driving loyalty, offer consistent savings, and keep an eye on competitors outside of their direct channel. Loyalty is an overused term and everyone wants to win the shoppers heart. What are retailers going to be famous for in 2013? Time is ££££ Shoppers will be looking for solutions to make their lives easier & save them time. Retailers & suppliers will continue to provide these solutions via products, pack formats and promotions as well as a continual movement into mission management to improve the in-store experience. For example, we know that shoppers are using mobile devises, but 2013 will see more and more stores arming their staff with tablets; using infrared technology and barcode-less scanning to speed up queue times and improve customer service. Contactless payment will also continue to grow so retailers need to really look to technology to help keep ahead of the competition.

Feed me ... now! Forward thinking retailers (such as Spar, Walthamstow) have already tapped into this trend by running a full pizzeria from their store, and this is set to grow. Branded coffee and sandwich chains are popping up in numerous convenience and high street stores so retailers should think about their own foodservice offer or take a leaf out of Spar, Helston's book; they've recently added a Subway to their store. Even our local Boots has taken up with Costa; installing vending machines for caffeine-craving shoppers.   Source: Him!