Research explores impact of pandemic on rural shopping habits

Researchers from the University of Southampton have explored how the Covid-19 pandemic has impacted the shopping habits and attitudes of consumers aged 65+ living and shopping in rural communities.

The research found that while many older shoppers were already returning to use rural retail stores, the majority had concerns and apprehensions that prevented it being a ‘normal’ experience.

For others, at the time of the survey in summer 2021, physical shopping remained a step too far, often for one or more of the reasons that were also inhibiting those who had already returned.

Report author Dr Rob Angell, Associate Professor of Marketing Research, said: ‘Consumers aged 65 and over are, and will remain, an important market segment when measured by size, growth and financial resources. Coupled with the older demographic often using shopping as an activity beyond utility, and thus as a vehicle for socialising and meeting other people, shopping therefore has both economic and wellbeing value to business, consumers, policy makers, and society-at-large.

‘Our research focused on how older shoppers really feel about shopping at rural retail stores and, while our findings pertained to people’s attitudes towards shopping in physical locations more generally, also captured specific aspects of the store environment and experience that impacted if, and how, they shopped.

‘In the main, these findings also represented several barriers, but also opportunities for retailers to resolve and we hope that they, thanks to our support from the ACS, will take note in order to improve the shopping experience for older customers.’

The findings led to seven recommendations for stores to help welcome more older shoppers back, make those who already had feel more comfortable, and encourage an improved experience for customers:

• Simply recognise that pandemic fear persists
• Maintain a physical distance
• Offer multiple modes of payment to reduce anxiety
• Encourage and facilitate [even more] personalised service interactions
• Mitigate against merchandise contamination
• Ask for feedback (and listen)
• Go the extra (delivery) mile

Photo by Victoriano Izquierdo