We close a year in which consumer habits have undergone great changes, both internationally and in Spain, due to the circumstances brought about by the COVID-19 pandemic. Retailers have faced a scanning at full throttle of its processes, with greater or lesser success, and consumers hope that the advantages and facilities that have been made available to them during the health emergency will remain once it is over. It is one of the conclusions of the Report Adyen del Retail 2020, which indicates that almost 8 out of 10 Spaniards believe that businesses should technologically facilitate the use of their discounts and bonuses of loyalty, and that 6 out of 10 are more inclined to buy in establishments that use technology to improve their shopping experience, with new forms of payment or tools such as digital mirrors in the fitting rooms.
In fact, 53% of Spaniards surveyed by Opinion Research for Adyen like the retailers that use augmented reality, virtual reality and smart mirrors to improve the shopping experience, and 59% would like to see more physical stores in which they can pay by using your app simply by scanning the barcode. Precisely the apps specific seem to be one of the pending subjects of Spanish retailers in the opinion of the consumers surveyed, of which 34% consider that do not offer enough advantages to make it worth your download. However, 44% of those surveyed admit to using more shopping apps since the beginning of the pandemic than before.
By age, it is the 18-54 age groups that most prefer the use of apps or mobile webapps to buy from their favorite retailers (more than 50%), while in those over 55 this figure falls to 37%. Among the advantages mentioned are the one click payment (one click checkout) or the free shipping. Extremadura, Castilla y León and the Region of Murcia are the communities in which they most opt for the use of these specific applications to make purchases from the mobile device. Overall, 59% of those surveyed say they prefer to buy in stores that use technology to reduce physical contact, such as self-payment terminals, payment with mobile apps or kiosks. At this point, people from Extremadura (76%), Cantabrians (69%) and Madrilenians (65%) are the ones who most opt for contactless payment in a physical store.
Loyalty programs yes, but simpler
“One of the changes that the pandemic has caused in consumers has to do with the establishment of closer relationships with brands, either due to the type of shopping experience they provide or the qualitative or quantitative advantages that they offer them. Spanish consumers do not escape this paradigm shift, and they increasingly value the efforts of retailers to retain them as customers “, Explain Juan José Llorente, Adyen Country Manager for Spain and Portugal.
69% of Spaniards consider that retailers have to improve the way they gratify so that they return to buy in their establishments, and 68% believe that this is especially applicable to the businesses of restoration. By region, the Canary Islands (79%), Navarra and Madrid (both 75%) lead the top 3 of this list, although the majority of consumers generally agree with this statement.
In general, buyers believe that loyalty programs demand a lot time and effort so they are worth it (46%) and do not offer advantage that really interest users (55%). Furthermore, 44% consider themselves frustrated with the number of loyalty cards they must carry in their wallets to be able to take advantage of these advantages and 67% would prefer to replace them with the brand’s app if it offered them better rewards.
In fact, half of the respondents prefer that the retailer strives to improve the shopping experience to a loyalty program, and 68% would bet on a retailer that would automatically apply the corresponding discounts at the time of payment without requiring greater efforts on their part. “Ease of use and reduced buyer actions go hand in hand, and retailers who know how to use technology to simplify the brand loyalty reward process will have a significant competitive advantage.”, Concludes Llorente.