Retailers 'cash-in on boosted footfall' as more Brits return to office

Retailers are cashing in on the office boom, states a recent report stating that most workers have signed up to at least one loyalty programme as half of Brits (48 per cent) are in the office five days a week.

According to Virgin Media O2 Business’ latest Movers Index, 42 per cent of workers are spending more around their workplaces than they did three months ago, rising to nearly two thirds (61 per cent) of 18-24 year-olds. The vast majority (90 per cent) of workers are signed up for at least one loyalty programme, with meal deals (53 per cent) and coffee deals (26 per cent) the most used.

Pointing out the rise in footfall, the repot shows an autumnal shift has begun as high street (3 per cent) and shopping centre (6 per cent) trips grew in September. Shopping centre visits have notably increased for shoppers aged 55-64 (19 per cent) and those 65+ (18 per cent), as 41 per cent of Brits are set to ramp up spending for festive purchases.

With many facing rising food costs (69 per cent) and higher household bills (52 per cent), Brits are balancing budgets by cutting back on non-essential purchases (43 per cent) and switching to cheaper brands (32 per cent). Nearly one in four (24 per cent) plan to start holiday shopping earlier this year, with 34% hoping to avoid a last-minute rush and 39 per cent even starting before November. Over half (58 per cent) will be targeting seasonal offers and discounts as a third (34 per cent) intend to buy more affordable gifts, and 32 per cent will take advantage of Black Friday deals.

The survey also shows that two in three Brits (67 per cent) plan to do some form of in-person shopping for Christmas. Brits are heading out to the shops to see and touch products (50 per cent) and access special in-store discounts (44 per cent), with getting human interaction while shopping important to over two thirds (69 per cent).

Despite wanting to shop in-store, nearly half (49 per cent) of Brits regularly experience poor internet connection while shopping, states the report.

Jo Bertram, Managing Director of Virgin Media O2 Business, said, “The Virgin Media O2 Business Movers Index shines a light on the positive impact that people returning to the office can make to retailers. Whether it’s creating eye-catching seasonal campaigns in shops near busy office locations or making sure customers have the best possible in-store experience, retailers have a significant opportunity to get creative when it comes to engaging prospective customers.

“Connectivity sits at the heart of the modern shopping experience, whether it’s a customer conversation in a store, or utilising the latest retail technology. Our insights and expertise continue to support businesses across a range of industries, helping them make data-driven decisions to meet the evolving expectations of today’s customer.”