Washington — Nearly all, 97 percent, of U.S. shoppers have backed out of a purchase because it was inconvenient for them, according to the National Retail Federation (NRF), which reports 83 percent of consumers say convenience when shopping is more important for them now than it was five years ago.
“Time is a precious commodity for today’s consumers,” says NRF Vice-President for Research Development and Industry Analysis Mark Mathews. “Shoppers are busier with commuting to work, dealing with family obligations or catching up on schoolwork, among other things. Naturally, convenience factors are playing a larger role in their shopping experience.”
While quality and price still out rank convenience, NRF notes ease of shopping can give retailers a distinct competitive advantage.
How much convenience matters is dictated by where the shopper is in the purchase process and the outlet they choose, according to NRF. For example, when shopping online 38 percent of consumers say convenience matters most at the start of the experience. For brick-and-mortar retailers, convenience becomes more important during checkout for 40 percent of shoppers.
NRF notes the popularity of delivery services such as Shipt, Instacart and Amazon.com, Inc.’s Prime reinforce that consumers will pay more for convenience. The trade organization reports 66 percent of shoppers pay for at least one type of delivery service, while 25 percent use multiple services.