Why is convenience so important to customers?

Over the past decade, retailers have invested in strategies to give consumers a more seamless shopping experience. Whether it’s buy online, pick up in store, mobile apps that let customers browse their local shop or two-day shipping, retailers have been setting new standards for easily finding and receiving items. And it’s reshaping consumers’ expectations. In the latest issue of the Consumer View: Convenience and the Consumer, NRF surveyed shoppers to uncover the role convenience plays throughout their purchasing journey.

Consumers’ lives are busier

Consumers lead increasingly busy lifestyles. Whether it’s commuting, family obligations or schoolwork, over one-third have less free time now compared with five years ago. That might be why 83 percent feel convenience is more important while shopping now. And which consumers really place a premium on convenience? Those who shop primarily online. Over half of this group say convenience is significantly more important now, compared with 33 percent of average shoppers.

Consumers might not always be aware of the role convenience plays in their lives — until it’s not there. In fact, most point to quality and price as the two most critical factors in their shopping decisions, yet nearly all have backed out of purchases because they were inconvenient.

Convenience comes with a cost — and consumers are willing to pay it

Time is money, and shoppers are willing to pay for a convenient experience. Retailers are consistently pushing out new innovations, and consumers will pay if it means they’ll save time and effort. Two-thirds currently pay for a delivery service such as Amazon Prime or Shipt; that figure jumps to an impressive 82 percent when looking at some of the busiest consumers: parents. And over half of parents pay for more than one of these services.

Convenience typically matters most for routine purchases. Consumers are willing to pay more when it comes to groceries, personal care items and pet supplies. And again, parents are significantly more likely to pay more for convenience in these areas.

Convenience creates a competitive edge

Consumers are also more likely to choose a brand that ensures a convenient experience. Over nine in 10 are more likely to do so, and one-third are significantly more likely. Since 52 percent of shoppers say half or more of their purchases are influenced by convenience, providing it can give retailers an advantage when it can be difficult to compete on just price and quality alone.

And although retailers’ innovations have made shopping more convenient over the past five years (86 percent of consumers feel this way), there’s still more to do. Shoppers are continuing to look to retailers for additional ways to save time and effort by creating shopping journeys that are convenient as possible.

“Time is a precious commodity for today’s consumers,” NRF Vice President for Research Development and Industry Analysis Mark Mathews said. “Shoppers are busier with commuting to work, dealing with family obligations or catching up on schoolwork, among other things. Naturally, convenience factors are playing a larger role in their shopping experience.”

According to the report, 83 percent of consumers say convenience while shopping is more important to them now compared with five years ago. While consumers overwhelmingly opt for quality and price in purchasing decisions, convenience offers retailers a competitive advantage. The report found 97 percent of respondents have backed out of a purchase because it was inconvenient for them.

The popularity of delivery services like Amazon Prime, Shipt or Instacart reinforce consumers’ willingness to pay – often at a premium – for convenience. Sixty-six percent of shoppers pay for at least one type of delivery service, and one-quarter say they pay for multiple delivery services.

The report also found that how consumers are shopping and where they are in the purchase process can dictate how much convenience matters. For example, 38 percent said that for online shopping, convenience matters most during the beginning of the shopping experience when consumers are researching products and trying to determine which option is best for them. Alternatively, 40 percent of in-store shoppers said checkout is when convenience is most important. Additionally, consumers prioritize convenience for certain types of purchases, specifically when it comes to everyday items such as groceries, personal care items and pet supplies.

Retailers have anticipated consumers’ needs in these areas by offering a variety of innovations such as buy online, pick up in store and two-day shipping. These options can contribute to brand loyalty, as 93 percent say they are more likely to choose to shop at a specific retailer based on convenience.

“While convenience continues to grow in importance for consumers, there is not a one-size-fits-all solution,” Mathews said. “As the industry evolves, retailers will look to identify additional ways to save consumers time and effort.”

Consumer View is a recurring report issued by NRF that gauges consumer behavior and shopping trends related to stores, online channels, customer loyalty, technology and other topics. Using Toluna Analytics, the study surveyed 2,949 U.S. adults 18 or older October 2-29. The consumer poll has a margin of error of plus or minus 2 percentage points.

About NRF

The National Retail Federation, the world’s largest retail trade association, passionately advocates for the people, brands, policies and ideas that help retail thrive. From its headquarters in Washington, D.C., NRF empowers the industry that powers the economy. Retail is the nation’s largest private-sector employer, contributing $2.6 trillion to annual GDP and supporting one in four U.S. jobs — 42 million working Americans. For over a century, NRF has been a voice for every retailer and every retail job, educating, inspiring and communicating the powerful impact retail has on local communities and global economies.

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