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| Older shoppers ‘deserting retailers’ |
   
Posted Date: 17/01/2012
By Inside Retail
Older Australians are “fleeing major retailers” according to a poll by Essential Report, published by Crikey.com this week.
The poll, based on voluntary responses by an online voter panel numbering 100,000 people, shows younger Australians are saving more and spending less - and shopping more online.
But the real surprise is the changing habits of older consumers Crikey.com reports.
“Seniors and middle-aged people tend to account for much less of the overall retail spend than younger people, but in this case it appears major retailers can't win either way: younger shoppers who profess not to be overly fussed about issues such as price or service at big retailers are moving onto the internet in droves, while older shoppers, more resistant to moving online, are being turned off major retailers by poor service and high prices,” reported Crikey’s analysis of the results.
The survey found 46 per cent of seniors and 47 per cent of 55-64-year-olds were shopping either a little or a lot less at major retailers, and were also staying away from major shopping centres.
Essential found 36 per cent of consumers across all age groups are shopping less at major retail stores; just 10 per cent more. Some 32 per cent said they were shopping less at major shopping centres (11 per cent more). Online, 42 per cent are spending more and 18 per cent less.
The majority of online growth was driven by consumers aged 18 to 34, while 20 per cent of those aged over 55 were shopping less online.
Respondents identified price and service standards as the main areas of dissatisfaction with major retailers.
“The range of products available at major retailers, and the quality of goods, were both rated satisfactory by voters, with little variability across demographics: 55 per cent said they were satisfied with range and only 14 per cent said they weren't; 46 per cent said they were satisfied with quality and only 16 per cent not,” reported Crikey.
Click here to read the full story and survey results. (Subscription required).
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Wednesday, January 18, 2012 by BARRY
Retailers which don't embrace an online strategy and at the same time offer sensational in store experiences will NOT survive. Harsh but true. I don't know one person who isn't astonished at the speed at which we have embraced online consumer purchasing.
Retailers, build your database, concrete your online strategy and service your walk-ins.
Barry
www.barlanconsulting.com.au
Wednesday, January 18, 2012 by Jennifer Ward
The awkward car parks and lack of help with heavy shopping puts older people off. Chain shops with all the same lines for sale are boring.You get pushed and shoved by rude shoppers who also stand in groups chatting and obstructing the aisles and entry points- no fun when you're trying to manouevre a full shopping trolley.
Wednesday, January 18, 2012 by Evan
There is nothing wrong with being more expensive than some dishonest overseas website claiming to have products cheaper than what retailers sell at the appropriate suppliers RRP.
Tell me how good is the service when you purchase a product from one of these foreign websites and then encounter problems with the product either being counterfeit or faulty.
Wednesday, January 18, 2012 by ...
I cant help but wonder if the data is misleading in anyway considering it was a online voter panel- all the participants were online, which means they are comfortable with the internet and use it regularly enough that they would do a survey like this.. Im not sure
Wednesday, January 18, 2012 by erp
while older shoppers, more resistant to moving online, are being turned off major retailers by poor service and high prices... thats me! Service stinks in the majors.
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