About The Research
As the world’s largest single-branded retailer, Shell commissioned independent research into consumers’ changing demands for convenience across four retail sectors: fuels, convenience, technology, and fashion. The research analysed the shopping behaviour of 6,000 people across China, Germany, South Africa, Turkey, UK and USA, and also involved 35 qualitative interviews with retail experts and business leaders.
About The Report
Shell’s report, "Beyond the five minute economy: How demand for greater convenience is changing the face of retail", is based on the findings of this research.
Key findings include:
- 95% of consumers demand convenience in their retail experiences but 78% believe this is about more than simply speed
- A large Convenience Gap exists when it comes to what consumers want from a retail experience and what they feel they receive.
- A new sub-group of consumers, known as Convenience Cravers, is emerging across all retail sectors. They view convenience as non-negotiable and are typically big-spending, highly influential and aged between 25 and 34
- Convenience Cravers will pay a premium for convenience: 25% would pay more to check out faster (compared to 16% of all shoppers) and half of those would pay at least an extra 5%
- Two in 10 Convenience Cravers say they are likely to purchase additional products as a result of good customer service compared to one in 10 in the wider consumer population
- 34% of Convenience Cravers would share a negative retail experience
- 72% of all consumers would lose trust in a brand after an inconvenient experience whilst at least one in 10 say they would walk away completely