Shopping has become easier and easier, no matter where you are or what time of day – or night – it is. Whether you fancy ordering food, clothes, gadgets or pretty much anything else, online shopping allows you to do so at the touch of a button, and have it delivered straight to your door.
Does this mean in-store shopping has taken a hit? Are the high streets suffering? Not necessarily. There are always those who like to see their goods in person before handing over their money, and so long as brick-and-mortar retailers offer solutions that outweigh online shopping, they’ll still be able to bring in foot traffic.
Where are shoppers shopping
Research by Elavon shows where consumers prefer to shop, with the data showing that the high street is not dead, just different, says Scott Frisby, head of strategy, Elavon Europe. “In an online survey of more than 1,000 adults in Ireland, people were asked whether they shopped mostly online or in-store for groceries, household products, clothes, shoes and accessories, beauty products, furniture and home decorations, electrical goods and gadgets, and toys and games.
“The results show that across Ireland most of the shopping is done in-store, but that younger people are more likely to shop online than older. The results broadly reflect the same survey carried out last year, suggesting these shopping habits are here to stay.”
Making the case for bricks and mortar
Ireland boasts a special offering that epitomises the best of retail, says Jean McCabe, CEO of Retail Excellence Ireland. “Wandering the streets of charming towns like Ennis or Dingle offers a glimpse into the heart of Irish retail. These towns are treasure troves of unique and enchanting store experiences, each telling its own story of local craftsmanship and personalised service.
“From artisanal boutiques to family-run shops steeped in tradition, these towns showcase the very essence of what makes Irish retail special – a blend of warmth, authenticity, and a deep connection to community that’s increasingly rare in today’s globalised marketplace.”
Online or not online – that is the question
While there was a move from the high street to online shopping in recent years, accelerated by the Covid-19 pandemic, these results show the high street is not dead, just different, says Frisby. “But it also shows that it is important for businesses to diversify, to offer different ways to pay, either in person at a shop, or online. Offering both of these is known as ‘omnicommerce’.
“We can see that the supermarket shop, including independent food shops, remains the primary way people buy their groceries and household products, such as washing up liquid. Similarly, there is a strong showing for in-store for items which shoppers want to see such as furniture, beauty products and clothes.”
This idea reflects separate research which revealed the primary reason people visit a shop is to see an item in person, says Frisby. “In this survey, 72 per cent of Irish shoppers said the top reason to encourage a visit to a physical store was seeing what they were about to buy in person.
“Meanwhile, 61 per cent said they like to be able to assess the quality of products and more than half (57 per cent) said they would be encouraged to shop in-store if they needed something urgently.”
Online attractions
Frisby says the same people were asked what would encourage them to shop online. “Almost two-thirds (63 per cent) of those who answered said that free returns, labels and packaging would encourage them to shop online. A similar proportion (59 per cent) said reliable delivery was a key reason to encourage shopping online.
“Respondents were also keen for same-day delivery (42 per cent), returns collected from their house (40 per cent) and a wider range of delivery slots (20 per cent).”
Building relationships no matter where you are
McCabe says we’re seeing remarkable success in brands that have built strong community ethos. “Retailers like Sculpted by Aimee and Gym + Coffee have mastered the art of creating a tribe around their brand, transcending traditional retail to become lifestyle movements with a unique, bespoke product offering.
“These indigenous Irish brands are now making waves globally, showcasing the international appeal of Irish retail concepts and our ability to build engaged, loyal customer bases.”
Looking at larger Irish success stories, companies like Applegreen & Smyth’s Toys are leading in their respective fields, often outpacing international competitors, continues McCabe. “Their success stems from a relentless drive for innovation, ambitious growth strategies, and an acute understanding of their markets.”