How has purchasing behavior changed in the second lockdown? The app Profital asked its users about this. The conclusion of the study, conducted with 2,233 people, is clear: the desire for shopping experiences is great. This is even true for grocery stores. While only 5 percent went shopping every day in the first lockdown, 21 percent did so in the second lockdown. Another 34 percent shop every three days, 40 percent once a week.
Online offers cannot replace the in-store experience
The online services of the closed stores are also actively used. 56 percent of those surveyed have orders delivered to their homes, 21 percent use Click & Collect - and only one in three does not shop online at all. However, the offers on the web cannot replace the shopping experience: 72 percent stated that they miss shopping in stationary stores. The most frequently cited reasons are seeing, touching and trying on products (74%) and the lack of a shopping experience (36%). However, supporting local retailers (33%) and being inspired (31%) also play an important role.
There is also a clear winner in the product category that is missed the most: For 62 percent, it is clothing, shoes & accessories, followed by furniture & furnishings (32%) and electrical appliances (22%).
Stationary trade can look forward to high sales
When the stores are expected to reopen on March 1, 30 percent plan to return to stationary shopping in the first week, while another 55 percent are waiting for the first rush. "Overall, however, the stationary trade can look forward to high sales," Profital managing director Raphael Thommen is convinced, "the reopening is eagerly awaited." Nevertheless, the Corona pandemic has not left consumers unscathed: although 22 percent have more money at their disposal than before the Corona crisis, one in three is worse off than before. As a result, price has become more important for 48 percent, quality plays a greater role for 32 percent, and regionality for 25 percent.
The Corona crisis is also leading to more conscious shopping planning: 72 percent of those surveyed said they find out about promotions and discounts in advance - that's 23 percent more than in the first lockdown. The reopening of stores offers interesting opportunities, especially for price-conscious consumers. "Many stores are sitting on full stocks and will therefore rely on discount campaigns to sell their products," says Raphael Thommen.
The Study by Profital examines purchasing behaviour in times of Corona. For the study, 2,233 users of the Profital app were surveyed throughout Switzerland, of which 67% in German-speaking Switzerland, 24% in French-speaking Switzerland and 9% in Ticino. The online consumer survey took place between 16 and 18 February 2021. Profital has already conducted five studies since the outbreak of the pandemic.