OPINION
RETAINING NEW CUSTOMERS AFTER COVID BLAKE GLADMAN, STRATEGY & INSIGHT DIRECTOR, KAM MEDIA
TIME TO PIVOT FROM
‘SURVIVE’ TO ‘THRIVE’ CORONAVIRUS HAS SEEN THE CONVENIENCE SECTOR FLOURISH BUT THE TIME TO START THINKING ABOUT THE FUTURE AND HOW TO RETAIN THE MANY NEW SHOPPERS THAT RETAILERS HAVE SEEN IS
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NOW UPON US, ARGUES KAM MEDIA’S BLAKE GLADMAN.
t’s likely that there will be a net-positive increase in footfall to the convenience channel post-lockdown, but there’s a lot of work to be done to maintain it. New research commissioned by Cirkle and TWC, with research conducted by KAM Media, shows that 27% of convenience shoppers are planning to visit convenience stores more postlockdown, even when all other alternative outlets are open (from pubs to cafes to restaurants, etc.). In contrast 19% say they will visit less, as their usual alternatives open back up. For many convenience stores the Covid-19 pandemic has been a combination of incredible challenges, both physically and mentally, as they tackle operating a physical
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store (and all the difficulties that represents) and handle the daily challenges of keeping themselves, their staff and their shoppers safe and protected. Yet, it’s also been a period of incredible growth in business performance. Demand is outstripping supply and those stores on the frontline are recording record sales figures as shoppers flock to their local convenience store. It may be crass to talk economics during an environmental and social catastrophe but there’s no escaping the fact that, for many retailers, business is booming. However, with great power (and great sales) comes great responsibility, and I’m sure if you gave a retailer the choice,
