Regardless of social or financial background, most shoppers love getting good value for money. Or at least that’s what a new research on high street retail brands suggests.

Media agency UM has conducted research, ‘The Retail Buying Study 2018,’ in which 4,800 adults in the UK took part to determine which stores shoppers most wanted nearby when they moved into a new neighbourhood. The research highlights the importance of brand experience, and a consistent brand across online and offline touchpoints as key factors determining brand loyalty.

Dr Dimitrios Tsivrikos, retail and consumer psychologist at University College London, says, “The high street experience is changing beyond recognition and this is catching out a lot of big brands. The emotion of shopping has never mattered more.”

The results of the survey show that B&Q is by far the most-wanted DIY retailer by Brits, with 62% of participant saying they’d want it around if they moved in a new neighbourhood. The same percentage of people chose IKEA as the retailer of choice for kitchen and bathroom furniture, while Primark took first place in the retail sector, with 47%.

Argos surpassed John Lewis for toys, electronics and appliances by 14 points, with 57% of participants choosing it as the most preferable retailer for those sectors. However, the food and beverage sector was more competitive, with Costa ranking first with 38%, just to points above the runner up, Greggs, which scored 36%.

Glen Parker, chief insight officer EMEA at UM, says, “The fact that Argos is ranked top in two separate categories might come as a surprise to some, but it’s a retailer that completely understands the huge growth of ‘webrooming’ and how shoppers are looking for inspiration and choice online before they step foot in a store. Its whole business model is based on online research leading to an in-store purchase, and people love the ease and value of shopping that Argos provides as a result.”

The study revealed that some of the brands at the bottom of the ranks, have also experienced financial decline, some of them even announcing closures. Examples of such companies are Carphone Warehouse for electronics, Toys ‘R’ Us for toys and EAT for food/drink, which scored 7%, 15% and 13%, respectively.

Parker says, “Our research indicates that retailers should focus on the value proposition and on integrating the on- and offline shopping experience when it comes to claiming everyday share of heart with shoppers. With the UK high street still under considerable pressure, retailers know they need to be loved. This insight is one they should be acting on.”

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