Recent trends in consumer behaviour are reshaping the retail landscape, as shoppers increasingly turn to online and convenience stores over traditional hypermarkets. A visit to a Tesco store in Kennington, south London, revealed a steady but not brisk business, with many customers opting for smaller purchases or price-comparing before buying.
Young professionals Becky Martin and Palesca Mokoena, both theatre producers, avoid weekly shops and instead buy food daily from convenience stores, citing a dislike for supermarket queues. Similarly, student Avril Mallon, 20, shops online for most items and only visits stores for specific bargains, often checking prices on comparison websites beforehand.
According to the Interactive Media in Retail Group (IMRG), online spending in the UK reached £68.2bn in 2011, a 16% increase on 2010. 'Click and collect' services now account for 10.4% of orders, up from 7.4% the previous quarter. Mobile shopping is also on the rise, with around 15% of Google searches coming from mobile devices.
Retail analysts predict further growth in online grocery shopping, with more 'dark stores' dedicated to fulfilling internet orders. David Gray of Planet Retail expects home delivery to continue growing at double digits, while Sarah Peters of Verdict Research notes that out-of-town hypermarkets are losing appeal as people buy online and top up at convenience stores.
Despite the shift, experts believe physical stores will not disappear. Andy Mulcahy of IMRG said, 'It's just going to become more blurred. The two will fuse together.' Retailers are adapting by offering free Wi-Fi, in-store price matching, and virtual mirrors that integrate social media.
