The COVID-19 pandemic has not halted consumers’ desire to shop in-store promotions and sample new products.
This is according to a study conducted by behavioural communications agency HeyHuman, in which more than 1,000 UK shoppers were surveyed.
98% stated they still feel comfortable talking to promotional staff and trialling new products in store, despite higher hygiene measures. In fact, 82% are now more willing to hear about and sample new products compared to the start of the year, as they have more time to consider during their shopping trips.
57% of shoppers prefer to sample closer to home and 25% of those say they now tend to use their local shops more, as a matter of convenience and realising the wide range of products available to them.
In addition, the survey showed that 20% of shoppers now appreciate their local community more, as well as those who run their local shop.
The study also found that 91 out of 100 local retailers plan to run the same number, if not more, of in-store promotions than before the pandemic.
Liz Richardson, managing partner at HeyHuman, said: “Local and independent shops have fast become the backbone of the Covid-19 shopping experience. They’re the source of much-needed items and a key part of the UK’s growing sense of community as we strive to beat the pandemic.
“Because people are doing much more of their shopping locally, our research shows there’s a real opportunity to run effective, well-received activations in this channel, one that’s often overlooked by brands. It’s a great way for local retailers to offer new things to try and keep people coming back for more.
“The brands that understand and tap into these new shopper behaviours are the ones that will do best in our current climate.”