Article

Report: Affluent customers driving the retail recovery

Findings include an uptick in affluent consumer spending and optimism, and shifting online commerce expectations.

June 7, 2010

The L.E.K. Consulting Consumer Sentiment Survey (CSS) has identified shifts in consumer attitudes and spending behaviors that have important ramifications for retailers. Key findings include a significant uptick in affluent consumer spending and optimism, insight into major drivers of purchasing decisions, and shifting online commerce expectations.

The L.E.K. study found that affluent consumers (households earning more than $150,000 annually) are bullish on the economic recovery and more than one-third (39 percent) believe their spending was either not impacted materially by the recession or has already returned to pre-recession spending levels. The general population, by contrast, is significantly more cautious. Only 12 percent expect their personal finances to improve by fall 2010 and 65 percent don’t anticipate that their finances will rebound significantly for the next 12-24 months.

According to the L.E.K. research, the affluent consumer is the only demographic that is spending more today than before the recession, and is the only group planning more purchases (expected 3.5 percent increase) in the near future. By stark contrast, the general population has decreased its spending by more than four percent since the onset of the recession, with no significant spending increases on the horizon.

“L.E.K.’s survey findings show that wealthy consumer spending is outpacing the general public significantly and appears to be literally pulling the U.S. out of its recession,” said Andrew Rees, vice president and head of the L.E.K. Consulting Retail Practice. “The distinct affluent demographic underscores why retailers need to truly understand what motivates each customer type. Deep customer segmentation will give retailers the insight to chart a clear course despite hazy market conditions.”

Impact on Key Consumer “Megatrends”

The L.E.K. Consumer Sentiment Survey identified individuals who describe themselves as “passionate” about specific consumer trends, and the results provide insight into how retailers can better serve their customers. Importantly, the percent of high-income individuals who align themselves with these megatrends is typically more than seven percent higher than the general population. Select findings on key “megatrends” are:

Trading Up/Trading Down

• The recession amplified the phenomenon as consumers were forced, more than ever, to make choices in their consumption;
• “Selective splurging” is now growing again as shoppers are increasingly returning to some purchases of higher-end brands;
• Consumers have shifted purchasing habits slightly from price reduction toward quantity reduction since L.E.K.’s October 2009 CSS.

Organic and Natural Food

• About 17 percent of the population is in the sub-set of consumers that truly drives organic/natural purchases and is willing to pay more, or go out of their way, to indulge this preference;
• However, nearly 24 percent of affluent households fall into this camp;
• This category was quite sensitive to the downturn, but passionate consumers expect a significant surge in their organic purchases “post-recession.”

“Green” Products

• 21 percent of consumers really drive this category;
• However, only 10 percent of consumers are willing to pay a premium for green products;
• Consumers generally remain skeptical about the validity of many environmental claims.

Online Shopping Trends

The most prevalent megatrend through the recession continues to be online shopping. The U.S. Commerce Department reports that e-commerce sales totaled $38.7 billion in Q1 2010, indicating a continued shift of retail sales to the web. Of the total respondents to the L.E.K. survey, nearly one quarter said that their online shopping increases every year. The survey also found that the web plays an important role in influencing in-store purchases.

“Online shopping continues to be an important focus for retailers, and our survey found that one quarter of consumers’ purchasing decisions in physical stores are influenced by their online experience,” said Dan McKone, vice president of L.E.K. Consulting. “Consumers are also emphatic that they expect consistency across various elements of the multi-channel merchandising. In particular, we found that retailers that don’t think through the implications of pricing inconsistency across the store versus online channels risk alienating customers.”

Additionally, the study found that the influence of social media on purchasing is growing. Consumers on social networks who see product recommendations from friends plan to purchase those items 12 percent of the time. However, the best way to elicit a response from consumers continues to be through motivating them to “elect-in” to a retailer’s ongoing communications campaign. In fact, the study found that consumers were more inclined to respond to an email from a retailer, if they have joined that retailer’s mailing list (26 percent), than they are to respond to an email forwarded by a family member or friend (21 percent).

(Photo by vonSchnauzer.)