For Retailers, COVID-19 has Increased the Consumer’s Expectation of Convenience

The meaning of convenience has shifted over the years from department stores in the early 1900s to shopping malls in the 50s to the evolution of the internet and eCommerce today. Now, because of COVID-19, the meaning of convenience has had to expand to incorporate safety, making a one-click order and curbside pickups the norm. According to the National Retail Federation (NRF), 83% of consumers say “convenience while shopping is more important now compared with 5 years ago” and over 9 in 10 consumers “are more likely to choose a retailer based on convenience,” showing a shift in priorities as consumer habits shift during the pandemic. 

As previously mentioned, eCommerce was already growing in popularity as a trend and, since the pandemic began, its usage has skyrocketed. There are multiple reasons for this though convenience and safety mark among the most important. According to NRF, 66% of consumers use at least one type of delivery service and 25% say that they use multiple delivery services. This emphasizes the willingness of consumers to spend money in order to save time and effort and, since the pandemic, to ensure a safer buying experience. KPMG recently released a report which found that while 63% of people rate value for money as the most important, personal safety was rated equal with ease of buying, both beating out categories like trust in the brand and customer experience.

So, what does this mean for retailers? First, because of coronavirus, retailers have to find ways to reassure consumers that in-person purchases are safe. However, until a vaccine is widely available to the public, it is important that they find ways to have online shopping fill the purchasing void in the meantime. Second, in order to compete with other retailers in the digital space, organizations must find ways to continue to innovate to save consumers time and effort. NRF found that, when shopping online, the majority of consumers are looking for convenience while finding deals, comparing prices, and finding options. How these organizations choose to innovate is dependent on their product or service, though some like Amazon, 7-Eleven, and Michaels (all highlighted by the NRF) have upped their game in the name of convenience. If retailers are not able to grow and properly utilize eCommerce, the next few years will most likely see them fail to keep up.