A new survey of 2,000+ UK consumers that took place in 24 September, 2020, found the majority of shoppers would appreciate virtual appointments from retailers during Covid-19.
Roughly three out of five (60%) respondents in our survey said they would appreciate the option of being able to schedule a virtual appointment with a retail advisor by phone or video, showing a strong demand for remote service.
GenZ consumers are the most likely to want virtual services from retailers, with four out of five (82%) claiming it would be useful, Millennials are ten percentage points behind at 72%, while less than half of Baby Boomers say the same thing.
Consumers from higher income households indicated a much stronger interest in virtual service than lower income households.
Retailers targeting higher income earners should consider investing in their virtual service offerings as these consumers have also shown a greater reluctance to visit stores.
Women are only marginally more interested in the ability to book virtual appointments with retailers than men.
Younger generations indicated interest in virtual appointment services across a wide range of industries, with greatest interest from: banks/building societies (25%), pharmacies (23%), grocery stores (17%), opticians/eyewear stores (16%), phone stores (14%), department stores (13%), shopping malls (12%) and shoe stores (12%).
These insights demonstrate that every type of retailer has an opportunity to better engage with between 7% and 25% of their entire customers base through offering virtual appointments services.
Find out more about virtual appointment booking software.
What consumers want from different store types
When comparing this demand for in-store appointments amongst the younger generations, interest was also highest within pharmacies (28%), grocery stores (27%), banks and building societies (25%), opticians/eyewear (21%), department stores (20%), shopping malls (19%), fashion stores (16%), phone stores (16%) and shoe stores (15%).
Across most industries, Millennial and GenZ customers are more interested in the ability to receive virtual service including; make-up/skincare stores, health food stores, homeware/furniture stores, departments stores, shoe stores and beyond.
However, the Baby Boomer generation are either equally or slightly more interested in virtual service from banks/building societies, opticians/eyewear retailers, pharmacies, travel agencies, car dealerships, DIY stores and grocery retail stores.
Impact virtual appointments have on consumer behaviour
Overall, consumers responded positively to the idea of being able to schedule appointments for virtual service by phone or video, with 72% of Millennial and GenZ customers seeing benefits, including:
- 24% would feel safer and happier – indicating that retailers could offer greater safety and experience to a quarter of their customers through virtual service.
- 20% would be more likely to speak with the retailer in the first place – showing that offering virtual service can help to acquire customers and generate sales with customers who otherwise might not engage.
- 20% would think better of the retailer and 17% would be more likely to choose the retailer over competitors – demonstrating that offering virtual services can help brands to improve their customer relationships, brand relevance and competitive edge.
- 20% would be more likely to tell their friends about the retailer – showing that retailers can improve customer advocacy around their brand by offering customers new channels to receive personalized service within.
- 16% would be more likely to visit the retailers’ stores – demonstrating that offering virtual services can even help retailers to drive footfall into their stores.
- 16% would be more likely to buy something online – suggesting that by offering virtual services to customers during their online buying journey they could help to better convert almost two in ten customers.
Overall, virtual services appears to have doubled the appeal amongst younger generations compared with Baby Boomers, as they are twice as likely to feel safer and happier, to think better of the retailer, to speak with the retailer in the first place and to visit the retailers’ stores.
Whereas they are almost 3 times as likely to buy something online and to tell their friends about the retailer as a result of the ability to schedule virtual services with brands.
In total, 72% of Millennial and GenZ customers see some benefits in the ability to schedule virtual service online, compared to only 35% of Baby Boomers.
Higher earning households are also much more likely to be converted to a in-store and online purchase and to tell their friends about brands as a result of a retailer using a virtual queuing system.
