The retail market in Poland is systematically growing. Poles want to have more and more clothes, not necessarily looking at their endurance. Almost half of us have admitted, in a study by KPMG (an international auditing and consulting company), that they buy clothing at least once a month. Polish retail market in 2018 was worth USD 12 billion, which secured it a place in the top ten on European markets, and in the top thirty on the global market.
So, let’s get to know the trends that will govern the retail market in 2020 in Poland!
The last step of purchase is the biggest distinction
The final purchase step is to deliver the item to the customer. This trend is mainly about online stores, which must be on their toes to deliver ordered items as soon as possible. The customer does not want to wait a week or two for the ordered item. Therefore, the faster the delivery, the better the opinion about the store. A very popular solution for e-stores that also have stationary headquarters is the option of ordering online and picking up in the store. The customer can then pick up the package at the most convenient time instead of waiting for the courier. Stationary stores are starting to separate places for the collection of parcels, returns and complaints about goods to improve the flow of customers. In the US, they have even come up with pickups in the form of drive-through, customers can pick up ordered items without leaving their car.
Problem with returning
Many stores have a problem with the number of items returned by consumers. Besides a logistical problem, there is also a financial one, as free returns generate big losses where the shop pays for the shipment. For smaller companies this is the main problem, so this year experiments are planned to remove or minimize this problem. Some larger companies join forces and create small warehouses for returns only. The problem is also what to do with returned items. Those items that have no defects are sold again, and those damaged or with defects returned to a place where they will be converted into something else. The main goal is to return these items to sale as soon as possible, and their cost as close as possible to the price of the original product. Investing in technologies to improve this process in the next years will bring great benefits.
Customers choose stores according to what they give to the world
Most of today’s customers have their own strong opinions on the environment or societies. No wonder, the customers choose companies that support their beliefs; either by engaging in improving the employment situation in China or Bangladesh, or maybe they are involved in actions that save nature and the environment. Charity activities attract customers interested in the topic. By using the company with which they agree, they choose whom to give their money to. They feel good when choosing socially responsible, or conservation/planting companies.
Crossing currency limits
Due to the development of the internet, one cannot fail to notice the increase in interest in foreign stores. One of the most popular stores sending their items internationally is Amazon or AliExpress. Buying in a different currency from a website in a foreign language is becoming increasingly popular. The whole process is facilitated by hassle-free payments that change currency during money transfer, as well as access to currency accounts where it is possible to hold money in a given currency. Now online stores operate not only in their own countries, but globally. These stores, which manage to overcome all the obstacles associated with the transport of goods, as well as the amount of taxes imposed, will be the most successful.
Stationary stores: the need for change
The number of people buying in stationary stores is decreasing, as are the number of stores themselves falling or going online. The problem is that when online stores are constantly improving, they change strategies and appearance so that websites are easy to use and are as pleasurable as possible, whereas stationary stores stand still. The need to engage potential customers is evident. Adding a photo zone or new technologies used in fitting rooms will attract consumers to stores. Creating interest, or even shocking the customer, will be a good way to bring them back to the store.
Shopping through social media platforms
On Instagram or Facebook, you can set up a store and sell products from them. More and more users of these platforms are becoming convinced by this way of shopping. On Instagram, you can buy items recommended by influencers or celebrities with one click. After clicking on the picture, the consumer is automatically transferred to the store where they can buy the item.
Master the data
It is about data collected on customers and visitors to websites or social media channels. With a more detailed analysis and grouping of customers, you can create better marketing campaigns, improve pages to the taste of site visitors, and much better, take care of loyal customers and attract new ones. Through analysis, we’ll find out what life stories they lead, their age, but most importantly what they care about, what their goals and ideals are. If the majority of visitors are concerned about the deteriorating situation of the natural environment, the company may begin to engage in help, attracting even more customers with this move. Moreover, dividing customers by age will help in adapting the form of advertising to the consumer; a young person may see display advertising while playing on the phone, and an older person will notice outdoor advertising faster.
If you need support with your comms campaign in Poland, please get in touch with us: call +48 (0) 123 121 769; +44 (0) 7737 163 194 or email us – [email protected].