As US stores reopen, a recent study by digital product testing and decision-making platform First Insight found that the majority of consumers are ready to buy apparel (54 per cent) in store, followed by home improvement (36 per cent) and footwear (32 per cent). However, the purchase experience will likely look much different than it did before the pandemic.
Sixty five per cent of women say they will not feel safe trying on clothes in dressing rooms, 78 per cent would not feel safe testing beauty products and 66 per cent would not feel safe working with a sales associate, the study conducted in the United States found.As US stores reopen, a recent study by digital product testing and decision-making platform First Insight found that the majority of consumers are ready to buy apparel (54 per cent) in store, followed by home improvement (36 per cent) and footwear (32 per cent). However, the purchase experience will likely look much different than it did before the pandemic.#
By comparison, 54 per cent of men said they would not feel safe trying on clothes in dressing rooms, 64 per cent would not feel safe testing beauty products and 54 per cent would not be comfortable working with a sales associate.
Millennials feel the safest returning to the shopping environment. Only 49 per cent of millennials surveyed said they would not feel safe trying on clothes in dressing rooms compared to 71 per cent of baby boomers. Similarly, 58 per cent would not feel safe testing beauty products compared to 86 per cent of baby boomers, and 48 per cent of millennials would not feel safe working with a sales associate, versus 72 per cent of baby boomers.
Respondents felt that hand sanitiser and limiting the amount of people in-store and wearing a facemask would make them feel safest. Temperature checks, self-checkout and farther distances between product racks or shelving ranked less important to consumers when considering safety of shopping experiences in store.
Worry about the novel coronavirus is subsiding slightly and the percentage of consumers cutting back on spending due to the pandemic decreased, a company press release said citing the study.
Fibre2Fashion News Desk (DS)
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