Consumers are expecting more and more from retailers

Inflation, energy insecurity, and a supply chain are still being severely tested by the pandemic: to say that consumers were overwhelmed by a series of negative events in the second half of 2022 is neither surprising nor wrong. As a result, retailers have had to work quite hard to get shoppers to spend what little budget they have over the festive season, and not in short supply. Black Friday, Cyber Monday, clearance sales: the end of the year is often a crucial time that determines the success or failure of a business, especially when traditional sales methods are no longer enough.

According to a recent study by Manhattan Associates, a supply chain and multichannel commerce technology firm, the majority of retailers surveyed say online and in-shop shops are connected (83%), but only half offer the option to buy in-shop and return online (50%) or buy online and physically return the product (46%). Only 6% of sellers also believe they have a constant and accurate overview of their inventory, which is crucial not only for profitability but also for an optimal shopping experience. At the same time, a quarter of consumers (24%) expect sellers to be able to check availability at a nearby shop if a product is out of stock or order it for home delivery or pick-up, while the ability to enhance their online shopping experience by finding the lowest price for the same product offered is growing (46%).

Consumers are expecting more and more from retailers, while retailers are unable to keep up. They are often unable to prevail in a maze of competition and give customers the preferential treatment that everyone seems to expect from a satisfying shopping experience. Before Amazon's next-day delivery came along, retailers did not have to worry much about customer loyalty. But things have changed since then. We have entered the era of 'yes culture" which pushes sellers to focus on service and delivery, making the supply chain technologies that underpin brand promises more complex and difficult, so it rains discounts, rebates, promotions, personalized advice, and unique gifts for purchase. And the consumer in the meantime? Lazily lying on the sofa while a series of search filters allow him to find the best deal and discount codes rain into his postbox. He has all the power and only has to decide.