Shoppers continue to shop locally even after restrictions have lifted with supporting the local area, working from home and a more personalised service being credited to this continuation.
We are still in a state of influx and the how, when, where, why we shop has changed. Consumers have changed their shopping times and are more narrow focused when they are shopping.
The report recommends retailers utilise other channels beyond in-store to inspire and engage emotionally with customers. This present an opportunity for brands and advertisers to influence the shopping list on the journey to stores. The importance of influencing the shopping list prior to entering the supermarket is more important than ever for FMCG brands and this will remain the case in the ‘Next’. Out of Home has long been recognised as the ‘Last Window of Influence’ as it is the channel most consumers will encounter last before entering a store – both en-route, in car parks and at entrances to stores. OOH can influence the shopping list by driving mental availability and awareness of products. If brands can make the final connection with shoppers with relevant and flexible messaging it will bear fruit a few minutes later in store. Shopping local and with purpose plays to some of OOH’s key strengths – location and context.
Another strategic assessment from the report is for brands to understand and focus on the specific needs of local communities as a strategy.
Average Spend in Clothing Stores Jumps
AIB debit and credit card transactions data published this week shows the Friday before the June Bank Holiday weekend was the busiest shopping day since lockdown restrictions began to lift.
Over one million AIB transactions between May 18 and June 14 were compiled to measure spend in the first two phases of the governments reopening.
Friday, May 29 was the busiest day for shopping and the busiest day for in-store spending so far since the restrictions started to lift.
As Penney’s opened on the June 12 along with other major retailers’ days before, the data reveals this was the busiest day for clothes shopping and the second busiest day overall in relation to in-store transactions.
The average amount spent on clothes increased compared to a normal shopping period pre-covid. Consumers spent an average of €75 per transaction in clothing stores, up €15 from an average of €60 before stores closed.
Retail Sales Jump By 29.5% in May
The volume of retail sales increased by 29.5% in May 2020 when compared to April 2020, the latest figures from the CSO reveals.
Among the sectors showing a large volume increase between April and May 2020 were Motor Trades (+153.9%), Hardware, Paints & Glass (+92.5%), Furniture & Lighting (+85.9%) and Other Retail Sales (+69.3%). The research shows that there was an increase of 28.4% in the value of retail sales in May 2020 when compared with April 2020, suggesting signs of recovery.