Retailers need to stay nimble to meet customer demands in 2022, says IGD

Because Covid has accentuated divisions the IGD put the potential two-tier spending pattern at the top of its list of predictions for the next year.

In a statement it said: “For 2022, there will be a division amongst shoppers as we enter a COVID-19 recovery phase with a backdrop of rising financial pressures and taxes across various sectors, with shoppers who are better off having a very different experience to those who are less affluent.”

Other predictions from the Institute included “reactive shopping”, where uncertainty leads to consumers “adapting their shopping habits to deal with challenges as they arise”.

So-called “disruptors” will also play a role, it added. The statement said: “Shoppers will start to use non-traditional online retailers for a wider range of services, but with significant growth potential and a diluted market we expect the rise of quick commerce loyalty schemes in 2022.

“Online shoppers have become more likely to shop around and switch between retailers.

“There is now more choice than ever online, and shoppers will be tempted by loyalty schemes on the non-traditional online operators.”

Another theme for 2022 will be the need for shoppers to save time and look for easier ways to shop, added the IGD.

It also predicts that customers “will expect retailers to continue to put words into action on sustainability and health”.