UK and Irish consumers are among the slowest to adapt to new convenience technology, despite their increasing demand for it, new market research has found.
Retail analytics company Nielsen recently published its Quest for Convenience report, which highlighted a massive growing demand for convenience in markets across the world.
Online sales now account for almost 7% of total FMCG sales in the UK and by the end of 2020, online FMCG sales through supermarkets will be close to £10 billion (€11.1 billion) a year, up from £7 billion (€7.8 billion) in 2017.
Slow Learners
One place where the UK and Ireland appear ahead of the curve is in the use of self-checkouts, where 32% and 31% of UK and Ireland shoppers, respectively, say they are already using self-service checkouts to reduce checkout times, compared with a global average of just 23%.
However, despite leading the markets with use of self-service checkout, the two nations pale in comparison when it comes to showing interest in other e-commerce technologies available, such as in-store WiFi, QR codes, mobile shopping lists, and social media to aid purchasing decisions.
Only 20% and 29% of UK and Ireland shoppers, respectively, said they would access WiFi to receive more information or offers in-store, compared to a global average of 36%.
Similar results were found regarding QR codes, where only 18% and 25% of UK and Ireland shoppers, respectively, said they would be willing to scan QR codes against a global average go 34%.
In the UK, willingness to use online or mobile shopping was half of that seen in the Asia-Pacific market, which is the market leader in terms of adopting new tech.
More To Be Done
Nielsen said that it has been monitoring the growing demand for convenient retailing, and the factors driving the demand. It found that shrinking household sizes, generational needs, and emerging technology are all key drivers.
It said that ‘these drivers of convenience, and increasing demand for products and solutions which help to simplify lifestyles, are having an impact across a myriad of industries, particularly e-commerce’.
Nielsen concluded by saying that while British and Irish shoppers are craving convenience, more has to be done to encourage the use of new technologies in order to deliver the convenience that consumers demand.
© 2018 European Supermarket Magazine – your source for the latest retail news. Article by Aidan O'Sullivan. Click subscribe to sign up to ESM: European Supermarket Magazine.
