Trending: the COVID-19 shopping experience
- Kendal Ann
- Jun 18, 2020
- 6 min read
Many cities, states, and countries have made wearing masks out in public mandatory, but is it necessary? Retailers now have to operate in a new environment - one that has constant changes and new regulations. Not only do retail workers have to adjust to possibly wearing masks, they now have to take customers' temperatures, distribute hand sanitizer, and monitor store capacity.
As someone who works in a retail store, I have found the new standards weird, to say the least. There is a disconnect between customers and staff. I have found some people strictly follow regulations and others are flat out annoyed they have to change the way they shop.
This article takes a look into how the retail industry has changed due to the impacts of COVID-19.
My first attempt at researching trends online resulted in articles strictly focused on eCommerce, which is a very important channel of the retail industry. Online stores have been the saving grace for all types of retailers. Statistics from Listrak, a retail digital marketing platform, show that since the US declared a state of emergency eCommerce has seen a 40% increase in sales [1], which was before all states issued store closure mandates.
With the large increase in sales, other parts of the retail business have faced struggles. Manufacturers and distribution centers have had to overcome large hurdles. Many stores have been facing out-of-stock issues due to imports coming from China being blocked, and some shelter-in-place orders have caused shipments of non-essential items to cease [1].
From my experience here in Australia, there have not been many shipping delays when it comes to domestic orders; however, shipping internationally has been affected. I sent a Mother's Day card back to the US and it took almost 6 weeks, and the Father's day card I sent only took about 3 weeks. I personally have not purchased much online recently, but I did place a click-and-collect order from my local department store. I received an email confirmation that I could pick up my order in less than 24 hours.
I have not placed an order for grocery delivery or to pick up my groceries, since I did not feel that I needed to and I would be taking away the option from people who are at risk. A lot of grocers in Australia have limited delivery and click-and-collect orders to pensioners, at-risk customers, and essential workers.
CNBC posted an article that I thought very thoughtfully and accurately described how shopping behavior is going to change post corona. Brand experience firm, Big Red Rooster, predicted the below ways in which the shopping experience and habits will change:
Look, don't touch,
Protect your personal space,
Shop Local,
Discretionary spending drops,
Everything goes virtual,
Loyal to brands that give you confidence, and
Globally driven decisions.
While at work, I have observed that the "look, don't touch" habit is not actually prominent. It is very hard to shop for clothes without feeling the garment. The store where I work has closed the majority of fitting rooms, while only one remains open per floor. Other stores in the shopping center do not have the option of trying on clothes at all. With almost every customer I have interacted with, they have wanted to try on the clothes before buying.
In theory, the "look, don't touch" habit makes sense. It will limit the spread of the virus, and it will also preserve the garments. Over the years, I have served customers who should not be trying on clothes at that moment. (If you have just gone to the gym, you should not be trying on clothes in a public space.) If you really think about it, if you are buying clothes from an outlet center, you have no idea how many people have tried on that item. One piece of advice that I would highly recommend if you are reading this article is to really think about the clothes you are looking at before you try them on.
I, also, strongly agree with the notion of understanding personal space. Australia has many open-air shopping centers, and I think they will become more prominent; however, clothing stores need a defined space. The regulations on social distancing and standing a designated distance apart has been a huge adjustment, but I think they have been for the best. There is no reason to stand so close to others that you do not know. Society has become increasingly impatient. I can tell you that customers who line up closely and push forward do not get served any faster, and I do not serve customers who come up next to me to ask a question any different from the ones who stand a reasonable distance away from me. This may sound weird and I might be coming across as someone who has personal space issues, but when you work in an area that sees a high volume of people every day, it is important to understand personal space.
If you read my blog continuously, you will know I am an advocate for shopping locally. I hope that the small businesses around the world will be able to survive this pandemic. For the other habits listed above, I do agree with them. I recommend you check out the CNBC article for more information.
Remember when you are shopping to respect the retail workers, understand personal space, and try on only what is neccessary.
Here in Australia, masks in public are not mandatory. I see some every so often, but the majority of people are not wearing them. While at work, I do not have to wear one. Personally, I do not believe it offers an inviting and enjoyable experience. I think it puts people more on edge. However, if I was in the US, I think I would feel differently. Being in an area that has had a minimal amount of cases, I can't imagine what it is like working in a retail store where the virus is very contagious.
All stores now offer hand sanitizer, which I think is amazing. I have worked in stores that have barely cleaned the restrooms before the pandemic hit. If anything comes out of this pandemic, I hope it is increased attention paid to public amenities - especially to the hygiene standards. Hygiene should never be part of budget cuts.
I, personally, have only had my temperature checked at one store - Uniqlo. It was beyond weird, and I was not expecting it at all. It is very rare to find temperature checks happening here in Australia. I know I would not feel comfortable having to take someone's temperature with a laser scanner because I felt extremely uncomfortable when it was done to me. I understand that Uniqlo is doing this as a precaution, but it felt like a personal invasion. Having your temperature checked is personal and associated with going to the doctor - not while you are shopping.
In conclusion, I hope the next time you shop you will keep in mind some of these tips. The shopping experience will ultimately change due to the COVID-19 pandemic, and I hope that the changes positively affect the industry. From what I am seeing, most people are adapting and considerate of new regulations being enforced by retail workers. If you see anything unique or find an ingenious solution to some of the challenges retailers are facing during your shopping experience, please let me know!
Personal update: I apologize for the extended hiatus between posts! As everyone knows, the Black Lives Matter movement in the US is now being supported globally. It did not feel right to continue posting, especially during the week dedicated to amplifying black voices.
Additionally, I have gone back to work! Thankfully, the department store I work at here in Australia has opened. For the past two years, I have been working as a Brand Representative for French Connection Australia at Myer. Right now, I am only working 2-3 days a week.
In other exciting news, I have had a couple of interviews for full-time positions. Since graduating in February, I have had a hard time finding a full-time role due to all of the corona-related shutdowns and restrictions. Hopefully, I will have good news soon! But in the meantime, I am grateful for the job I have and time to dedicate to this blog.
Resources:
[1] Strategies to Adapt Your Ecommerce Store as Coronavirus Impacts Shopping Worldwide
[2] 7 ways the coronavirus pandemic is going to change the way we shop
Comments