Shopping Habits. This research was conducted on behalf of Retail Week Live Bromley. Name: Keith Age: 50 Occupation: Retail Manager

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1 This research was conducted on behalf of Retail Week Live 2014 Shopping Habits Bromley Name: Keith Age: 50 Occupation: Retail Manager 00:01:19 Do you prefer to shop online or in store? Or is it a combination of the two? Tell me more about why. Majority will be in store, for reasons obviously I m a retail manager and I guess I can see my turnover being ebbed away if I shop online and so it s kind of, it s a bit two faced if I start shopping online as well, so I tend not to shop online. 00:01:38 What is important to you when you are shopping in- store and why? It s an easy one for me really; it s got to be customer service every time, choice of products, not necessarily price but it s got to be a good product and the customer service has got to be exceptional. 00:01:55 Tell me a bit more about the customer service that you expect as a customer. I guess I ve got different expectations depending where I go, but if I go to a store or a shop, which is high profile, and it s an expensive product, which I m investing a lot of money in, then I would expect a lot of personal one- to- one service and that the people in there to actually take an interest in what I m doing. 00:02:16 Why do you choose to shop online and what makes it a better experience than in store? It s very, very rare that I shop online so I can t really give you an accurate answer. It s not something that I would be doing a lot of at this moment in time in my life. The sort of things I may buy would maybe be household goods, which you don t really need to be in a store environment to buy, but for the convenience factor you can buy those online. It s not something that I get a great deal involved with. 00:02:46 How do you feel about price checking all your product purchases online or in- store? Can you give an example of when you ve done this? Ok yeah, recently I guess. We had some carpet fitted in the house and I did actually search around, I did one or two stores, one or two carpet shops to look

2 around for a price because it was an expensive carpet, so I figured I might as well try and get the best deal I can. I didn t go to great lengths, I didn t visit more than three or four stores, that was about it, but I guess the more money I m investing in any given project then I will be more likely to sort of check out other competitors as well. 00:03:24 Do you do a big weekly food shop either online or in- store? If not, then why or why not? We don t anymore, main reason being both myself and my partner we both work and our lifestyles are so hectic that doing a big weekly food shop has become a thing of the past, we kind of do it in dribs and drabs. Not always ideal but it s the way things have become now because we both work and it s to get the time off to do a weekly shop is challenging so it tends to be in dribs and drabs. 00:03:53 And would that be in- store or online? It tends to be in supermarkets, in- store yeah. 00:03:57 And why s that? Because I m an old die- hard and it s a habit I guess. I guess when I get into the real world I ll start going online. Name: Jade Haslum Age: 53 Occupation: Running Coach 00:06:47 Do you prefer to shop online or in- store? Or is it a combination of the two? Tell me more about why. It is both but I have to shop in- store when I don t know what I want. Online I can search and search but I d still rather see it. 00:06:58 And why is that? Tell me a bit more about that. Well with clothes, it s to try it. With running; running gear I do shop online but I know it so that s better. Household things, I would shop online but I think for presents I have to go around looking, still getting the ideas. 00:07:12 What is important to you when you are shopping in- store and why? It s presentation, definitely. Primark [the brand] have gone into Selfridges and if you re in Selfridges you think you re in Selfridges, and suddenly a top is 18

3 instead of 180 because it s a Primark concession but it s displayed as if it s Selfridges. So you think you ve got yourself a real bargain, instead of lovely Primark, which I do go to, but only, you know, you know what you re getting in there don t you. So presentation s important. Space and cool, like air conditioning. It s so hot when you shop like this and then you go in and you don t want to get hot. 00:07:47 And what is it about the presentation that you like? Not crowding, not crowding, space to move when you ve got loaded up, space to move between aisles and enough space for the people in the shop I think. 0:08:00 Why do you choose to shop online and what makes it a better experience than in- store? Time; being able to come to the town, come to the shops. And specifically I know what I want, I get the same each year, I get the same trainers every time. I can go online, put the code in and I know what to get. So I have to know specifically what I want online, then it s useful. 00:08:22 How do you feel about price checking all your product purchases online or in- store? Can you give an example of when you ve done this? Online I would, in- store I wouldn t. 00:08:30 And why is that? Laziness... so yeah you re in a store, you go to see it, you get it, I wouldn t go around other stores to see if they did it cheaper. But online I would just google and see where the cheapest were ebay, Amazon. 00:08:41 And why do you think you do that online? Because it s easier, much, much easier for someone else to do the search for you than you. 00:08:48 Do you do a big weekly food shop either online or in- store? If not then why or why not? Yeah, I do it in store in Tesco now once a week, trying to only go once a week. I always used to do it online when I worked in an office because it was quick and easy and now I ve got more time I go in and take an hour and it s done for the week. Name: Ellen Wyatt

4 Age: 32 Occupation: Financial Services 00:11:42 Do you prefer to shop online or in- store? Or is it a combination of the two? Tell me more about why. A combination really, yeah a combination. 00:11:48 Tell me a bit more about that, why do you like to do both? Well online, just because it s convenient. I m on maternity leave at the moment so I can take delivery of stuff. When I m back at work I ll probably shop in- store more just because of being at home to take delivery. 00:12:03 What is important to you when you are shopping in- store and why? I think a nice atmosphere, somewhere that looks nice, you know, somewhere that doesn t look like a, you know, there s a sale on and it doesn t look like a jumble sale. 00:12:19 Why are those things important to you when shopping? Because I think if you re shopping for things for yourself or you know things for your house, it is still a treat and you want it to be a pleasant experience. 00:12:31 Why do you choose to shop online and what makes it a better experience than in- store? Just the convenience, you can do it from your sofa. I think that s probably it really, I mean you d tend to get a better bargain as well if you re looking online, I mean, I quite... will quite often go into a store and have a look for something and have a look online to see if I can get it cheaper elsewhere so, I mean, I think you do get better deals. 00:12:55 How do you feel about price checking all your product purchases online or in- store? Can you give an example of when you ve done this? What about actually checking myself? Yeah I mean it s something that I do, I mean if I really want something and I want it now, I ll just buy it but I mean if I ve got a bit of time, so say for like the Christmas shopping, I started it about a month ago and so I definitely kind of shopped around a bit. 00:13:20 Do you do a big weekly food shop? Either online or in- store? If not then why or why not?

5 Yeah, online, just well because of him, like taking him round the shops to do a big food shop is just like no fun at all so I just tend to do it online and get it delivered. 00:13:34 And that is weekly? Yeah, that s weekly. Name: Dawn Richards Age: 43 Occupation: Housewife 00:16:03 Do you prefer to shop online or in- store? Or is it a combination of the two? Tell me more about why. Combination. 00:16:07 Why is it a combination? Online is because it saves coming into... I m not a massive shopper, I don t really enjoy shopping and I ve got two small children so most of it does get done online to be honest unless I have to come into town. 00:16:20 So sometimes you do have to shop in- store as well, why do you like to shop in- store? I... especially clothes, I very rarely buy clothes online because I like to try them on and see what they look like before I buy them, but if I can buy it online I probably do to be honest. 00:16:39 What is important to you when you are shopping in- store and why? Space, light and not too long queues. I don t really enjoy shopping so the quicker I can be in and out, the better for me. 00:16:53 Why do you choose to shop online and what makes it a better experience than in- store? I think I tend to... it s quite competitive so you get a good price and it s quick, I don t have to go shopping, so that s pretty much the reasons. 00:17:06 What else makes it a better experience?

6 What online? I just find, because I m not a big shopper, I don t really enjoy shopping. It just means I can browse online while I m at home in the warm and dry, and competitive pricing, and it comes a couple of days later so 0017:24 How do you feel about price checking all your product purchases online or in- store? Can you give an example of when you ve done this? Yeah I think it tends to work, I think it keeps the competition healthy but I m not always convinced it s always the best price. I think you get the five major brands will price check each other, doesn t mean you can t get it cheaper. 00:17:47 Do you do a big weekly food shop either online or in- store? If not then why or why not? Yes online, online well, I ve got two small children and I m a bit busy so online always, I couldn t live without that. 00:17:59 And that is weekly is it? Or I do a weekly online shop and then I probably pop out and get bits and pieces a couple of times a week, spend as little as possible on those. 00:18:08 How easy do you find it then, shopping online? Excellent, it s the best invention in the world! I couldn t cope without that s for sure. Name: Gillian Soupe Age: 29 Occupation: Professional Photographer 00:19:22 Do you prefer to shop online or in- store? Or is it a combination of the two? Tell me more about why. I shop only in store; yeah this is because I just like to touch stuff, I like to feel stuff and this is the reason why I would not be able to shop online. 00:19:38 What is important to you when you are shopping in- store and why? I think the aesthetic look, I mean in- store? Oh ok, so it would be the services OK, how I m welcomed in the shops and stuff like that. The fact that I can touch, feel, the human contact also, you know, online it s only like a screen, while you re in a shop it s like you know you get to exchange with people. So I think that s the human touch yeah.

7 00:20:07 You said about the aesthetic look, how does that impact on you? Because when you see something in the shop it s 3D, you know, you can see the whole, the whole thing, the whole stuff. When it s online it s like, it s mainly flat photos or sometimes you can see like 360 but it s not the same feeling, so yeah. 00:20:31 Have you ever shopped online? I have never shopped online. But I know a lot of people back home [Barbados] that do shop online because we are an island there is a lot of stuff sometimes that you can get back home, so we do shop online, but I d rather wait for me to travel to get the stuff that I want you know. 00:20:53 How do you feel about price checking all your product purchases online or in store? Can you give an example of when you ve done this? Exactly, that s a good thing also, you get to compare price and I don t know for here but sometimes when you re in a shop you can also bargain price, you know what I mean? I don t know for here, if it s like possible but yeah, prices yeah yeah, it s a good thing when you re in- store. 00:21:21 Do you price check yourself or do you compare prices? I would compare prices definitely, why? Because to get the best deal, you know? But I wouldn t go mad on comparing prices because if I like something I would tend to buy it, you know, if I m having a flush or something but yeah if it s like a big amount of money, you know, like if I m spending on a big thing I would try to compare to see what s the best deal. 00:21:54 Do you do a big weekly food shop either online or in- store? If not, then why or why not? OK so same thing that would be in- store, I would do a weekly shopping for vegetables and stuff like that and yeah, that s how I would function. 00:22:18 And again why do you like to do that in the store? Same thing again, the colours, touching, smell alive. Name: Jessica & Juanita Age: 19 / 19 Occupation: Student and full time Mum / Full time Mum 00:23:55

8 Do you prefer to shop online or in- store? Or is it a combination of the two? Tell me more about why. In- store, because I then know if my food s out of date. 00:24:07 Ok so that s food shopping, how about in general? Clothes and things like that. In- store, so I can try them on before I buy them. 00:24:13 How about you? Mine s both. 00:24:15 Why is it both? Tell me a bit more about each one. Online you get more discount and online you can try it on, so 00:24:24 What is important to you when you are shopping in- store and why? Well I just know what it is in front of me instead of ordering, whereas if I m ordering it online then something else could come - like for example a different size or something that I haven t ordered and then it s just say if I needed a dress for the next day and it s the wrong size, it s just going to be extra time and I wouldn t be able to wear it. 00:24:52 How about you? What s important to you when you shop in- store? Same thing really about size, customer service... yeah. 00:25:01 Tell me a bit more about customer service what do you like to get from A smile, someone actually being polite and actually help you when you re asking for help and not just speak back and never see them again. 00:25:11 Why do you choose to shop online and what makes it a better experience than in- store? Road traffic; I ve got a buggy so it s hard to push. Some shops, they haven t got sliding doors so you ve got to push and it s hard. 00:25:31 How about you? If you do shop online at all, is there any way that it makes it a better experience than going in- store would you say? Just discount really. 00:25:38 Why s that good?

9 Because I need all the money I can get but I also would like to make myself look nice, I have a child, so if discount comes it s really handy. 00:25:47 How do you feel about price checking all your product purchases online or in- store? Can you give an example of when you ve done this? I do it all the time (Second person speaking) I like to budget, so it s very important. 00:26:01 So how would you go about comparing prices then? Would you do it online or would you go round the shops? Both, but I prefer to go in the shops. 00:26:09 Describe a time to me when, if you ve got any examples, you may have compared prices with certain things. Ok, well there would be a ten pack of eggs for like 2 or there would be like Tesco value packet of eggs, which is the same, which is the same thing for like 1.20, so I would pick up the 1.20 packet. 00:26:31 Ok and how about you? I do mine online, so I see what it is in- store and then you get 25% or 50% off online. 00:26:38 And do you do that quite a lot or Yeah, everyday. 00:26:43 Do you do a big weekly food shop either online or in- store? If not, then why or why not? Mine s in store, I mean I don t trust food online. 00:26:51 And why s that? I just don t know, I just don t know where it comes from I just do it here and there, bits and bobs. 00:27:01 And would that be online or in- store? In- store. 00:27:03 And again explain to me why you like to go in- store for food shopping.

10 Because I like to know if my how long my food s going to last for so I don t have to go back out again; if it s going to be in date, how long it s going to be in date for. Name: David Age: 54 Occupation: Funeral Director 00:29:43 Do you prefer to shop online or in- store? Or is it a combination of the two? Tell me more about why. I tend to shop in- store because I like going out shopping, looking around the shops. I think it s better for you going out in the fresh air, having a walk about the shops than sitting on you sofa ordering stuff online. 00:30:02 What is important to you when you are shopping in- store and why? I wouldn t say there s any particularly importance to me I just I just like, sort of, going to the shop, if I know what I want to get and having a look for it, getting it and that s it. 00:30:21 Is there anything maybe like the customer service or the way the shop might look or the quality of the products? Yeah I think customer service is important important to me, I like to go into a shop and if I need to ask something I know I m going to get a get dealt with and a proper answer. 00:30:37 And how does that affect your shopping experience? Yeah it makes it a lot better if the staff in the shops are going to are sort of polite and know what they re talking about. 00:30:51 Why do you choose to shop online and what makes it a better experience than in- store? I think what would make it a better experience is if you could if you could actually see what you re buying better. I mean I can t really tell from like looking on a picture online. If there was any way of perhaps, I don t know, maybe if you wanted to buy something maybe they send it to you to try it out. 00:31:27 How do you feel about price checking all your product purchases online or in- store? Can you give an example of when you ve done this?

11 Yes sometimes I will check for prices online and then see if it s any cheaper in- store. 00:31:43 And why do you do that? Just so that you get the best deal, if you know roughly what sort of price it is and you go to one shop and it s a bit more expensive, then you go to another shop and it s cheaper. 00:31:55 And how would you go about doing that then? Would you go to the store website or would you go to a comparison website or I d go to the store website, if I know which store it is I just go straight there, I wouldn t sort of go to a comparison website. 00:32:10 Do you do a big weekly food shop either online or in- store? If not, then why or why not? No we, we tend to just get it as and when we need it. Sometimes we will go to the supermarket and get a sort of larger shop if we just need it, but more often than not we just get it as and when, sort of on a daily basis. 00:32:37 And would that be in- store or online? In- store. 00:32:40 And why is that? I suppose because we re both funeral directors and we work long hours, we just tend to think oh, we ll have a tea or something and we ll get it on the way home because it s we tend not to have a lot of time, other than the weekends to go out shopping. Name: Patricia Age: 61 Occupation: Housewife/ retired Do you prefer to shop online or in- store? Or is it a combination of the two? Tell me more about why. Grocery shopping I go in- store, for obscure things I go online if I need to. With my hobbies and that I need to find certain things and I ll go online and see if I can sort it there. 00:55:06

12 What type of things would they be then? The more obscure things. Belly dance, art and dance- wear in general, sort of panto outfits and, you know, if you re looking for that sort of thing. 00:55:26 What is important to you when you are shopping in- store and why? Shopping in- store means I won t spend too much, if I shop online it s always buy one get one free and I don t need that. I try to not have too much in the house, I just sort of shop each day. 00:55:45 And how about when you go into a shop, what draws you in? I do tend to sort of mix and match my supermarkets, I don t tend to stick to just one. And like the Christmas now it s Christmas you know you re looking for things for the house or your table decorations. 00:56:10 Why do you choose to shop online and what makes it a better experience than in- store? Bigger items; I don t have to carry them, they can be delivered to the house and yeah the odd thing I can t find in the shops on the high street so and that s delivered to my house as well. 00:56:31 And what type of bigger items then are you talking about? Vacuum cleaners, washing machines just got a, well not long just got a TV you know. Yeah big items like that. 00:56:45 How do you feel about price checking all your product purchases online or in- store? Can you give an example of when you ve done this? Yeah we tend to price check most things. Online it can be a bit extra because they re delivering, so if you go to the store pick it up then you don t pay that. 00:57:08 And how would you go about price checking? Have a look online and then a look in the store. 00:57:13 And how easy is that? For me it s very easy because I live just not far from Bromley anyway. 00:57:20 And what do you get out of it when you do come across things that you haven t Satisfaction, yeah, in the end.

13 00:57:27 Do you do a big weekly food shop either online or in- store? If not, then why or why not? I don t do big shops I just shop each day and then use I don t like waste, food wise, you know, and yeah I just shop for what we need. 00:57:44 And is that in- store or online? Usually in- store, on the way home from the gym. 00:57:50 And again why do you prefer to go in- store for grocery shopping? Instead of having like a tray of ten things I can get two, so I can just buy two apples or, you know, one banana if I want it. Name: Barbara Age: 58 Occupation: PR Consultant 00:59:16 Do you prefer to shop online or in- store? Or is it a combination of the two? Tell me more about why. It s a combination of the two but I do more online than in- store. 00:59:24 And why is that? Tell me why you like to shop online. Time basically, I don t have a lot of time for going around the shops. 00:59:30 What is important to you when you are shopping in- store and why? They ve got the things I want in stock, prices competitive and the quality is good. 00:59:44 And is there anything about the customer service? Or the way the shop looked? Nothing I wouldn t nothing I would complain about necessarily because I don t shop in- store that often. 00:59:56 And how about when you choose to shop online, what makes that a better experience than shopping in- store? Can compare more products quickly, so you can make a more informed choice. 01:00:09

14 Is there anything else as well about the websites you are using or how easy it is to use? Easy to use, I work on a computer so whizzing around websites is not a problem and it saves a lot of legwork. 01:00:24 And how do you feel about price checking online? Can you give examples of when you have done that? I probably compare prices most of the time but do tend to use two or three stores more than others, but will always check a few prices. 01:00:48 And why is it that you would check the prices against each other? Well just to make sure that your getting a fair price, you know I believe that you get what you pay for so if you want a cheap product then that s fine you buy a cheap product, but if you want something quality it pays to shop around. 01:01:03 And do you do a big weekly food shop and do you do that online or in- store and why? It s done in- store but I must confess I don t do it, my husband does it because I work. 01:01:16 And is that weekly or? He does it probably twice a week rather than a great big shop. 01:01:22 And again why does he do that in- store as opposed to online? I think he just prefers it. I think it s... it gets him out the house because he is retired it gives him something to go out and do rather than being in doors. Name: Ferer Saglam Age: 18 Occupation: Student 01:35:13 Do you prefer to shop online or in- store? Or is it a combination of the two? Tell me more about why. I tend to do both but looking at the sales and discounts you get online I would rather shop online than go to stores individually. 01:35:27 Why do you prefer to look online?

15 Well online you can access it on your phone and on the internet it s quite easy and to go to the actual store is quite hard sometimes when I am busy. 01:35:49 What is important to you when you are shopping in- store, and why? (eg. customer service, price, quality of product?) It has to be both, it needs to have good quality product that could be durable but on the other side I would like to have good customer service, so if I need any help finding a good product I can have their assistance. 01:36:16 Any certain places that have done that when you ve been in- store? Where I received good customer service would be shops like... it will be in London, it would be in Nike town, I will receive good experience there and Timberland - recently experienced good assistance there from the staff. 01:36:48 How do you feel about price checking all your product purchases online or in- store? Can you give examples when you ve done this? If it s a common good then you can find similar products elsewhere, so I will just shop around till I find the best priced good on the internet or individually in- store as well. 01:37:08 Do you do a big weekly food shop, either online or in- store, or not - and why or why not? Weekly food shop I don t really do it, but if I did do it then it would be in- store, as in supermarkets; that local supermarket. Clapham 01:04:53 Name: Daniel Age: 20 Occupation: Student 01:07:07 Do you prefer to shop online or in- store? Or is it a combination of the two? Tell me more about why

16 I prefer to shop online, simply because I m quite busy so I m often running about and so saving, saving time, shopping online whenever I can and want to, it s just a lot more convenient. 01:07:27 What is important to you when you are shopping in- store and why? I think, probably the whole environment it needs to be kind of a friendly environment. I don t like people coming up and approaching me when I m in- store so it needs to be, kind of, a friendly environment but not too like in your face, if you get what I mean? 01:07:51 Why do you choose to shop online and what makes it a better experience than in- store? The convenience, as I said, is one reason, also I play guitar as well quite often and so when I m trying to buy musical equipment, quite often they are cheaper online. You can find like cheaper deals online so it can be cheaper as well. Sometimes postage can even out the cost, but more often than not it will be a bit cheaper. 01:08:23 How do you feel about price checking all your product purchases online or in- store? Can you give examples when you ve done this Yeah so if I m buying something quite cheap I generally don t price check that much, but like for big purchase buys; for example I just bought a new guitar, I did check around all the stores and I went to a few stores as well and then I checked online and I visited like 4 or 5 websites and went for the cheapest price. 01:10:35 Do you do a big weekly food shop either online or in- store. If not, why? I do weekly food shop but then I often find that I forget things that I will top up during the week as well. But I will... do like a big bulk food shop, simply because one; you can often get deals if you bulk buy, like 3 for 5 on meat and things like that. I often do it in- store because I like to see the food that I m buying, online I m sometimes like well I m not sure which pack they pick and stuff. So I do prefer to do it in- store. Also they don t like I live in central London in halls, well last year I did and they don t like to they don t like to bring stuff to your place in central London. So yeah, I prefer to do it in- store. Name: Steven Age: 23 Occupation: Nurse 01:16:00 Do you prefer to shop online or in- store? Or is it a combination of the two? Tell me more about why.

17 It s a bit of the combination of the two. I think shopping around I kind of generally for I suppose for Christmas presents and stuff like that I would generally shop around because usually I have no idea what to get anybody so I m kind of looking around shops to get ideas. Whereas I would probably shop more online when I know exactly what I m looking for and it s kind of set in my mind of what I want and I just go online and that s kind of how I kind of decide whether to go round the jobs or to buy online. 01:16:35 What is important to you when you are shopping in- store then and why? Good customer service I think, sort of friendly staff, personable staff, they re approachable. Though I d like, sort of, if you re looking a bit like if you re just kind of looking rather than not looking to buy, don t necessarily like someone just kind of popping up to you after 30 seconds asking you sort of like Are your OK? Like sort of pushing you to buy something and that sort of thing. Mostly just like good customer service and friendly staff. 01:17:12 Why do you choose to shop online and what makes it a better experience than in- store? It s much faster, it s a lot less hassle, especially around Christmas time it can be a lot less stress and generally I think there are it s easier to find bargains online, I think it s easier to save money when you re shopping online rather than actually shopping in stores. 01:17:39 How do you feel about price checking all your product purchases online or in- store? Can you give an example when you ve done this? It s probably what I said before, just about going around the different shops and kind of once I decide on something that I want to buy it would be kind of going about different shops to actually I mean I wouldn t do it with everything like a general grocery shop, like week to week, it s kind of it s sort of more or less the nearest super market that I can find because I don t drive or anything so it s hard to get everything back. So I wouldn t really do it with everything but I would try and do it with like the more expensive items like laptops or cameras or like phones and that kind of thing. So I would definitely do it and I would kind of do it online, just by checking online really and by actually physically going around different shops and that kind of thing and the other thing is then like looking at reviews and online and stuff like that. 01:18:39 Do you do a big weekly food shop whether online or in- store? Why/ why not? I do like a two weekly food job and I did try it online once but it wasn t to do with pricing or anything, that it just... it didn t get delivered for some reason. So I would generally like do it in person, mostly because like you can have a list made out but like when you actually going around the shop physically you can kind

18 of you might remember something that you ve forgotten to put on your list and that kind of thing, which I think is a bit harder to remember when you re just kind of doing it online. Name: Charley Age: 60 Occupation: Self Employed 01:23:05 Do you prefer to shop online or in- store? Or is it a combination of the two? Tell me about why. Oh well it s a combination these days, yep absolutely. Oh well for my business I actually now buy quite a lot online and I m more for that funnily enough than personal stuff. So I don t do a great deal of the sort of family shopping but I d go to a shop to do whatever. 01:23:40 What is important to you when you are shopping in- store and why? Well, I suppose you re referring to choice and selection and quality and all that kind of thing and yes I like to buy, if possible, good quality rather than just buying it because it s cheap. So in fact I d probably rather, you know, go to a shop that sells good quality shoes, than going to a market stall for shoes. And so yeah because I want my shoes to last so yeah that s you know, I d rather buy better quality than rubbish. 01:24:21 Why do you choose to shop online and what makes it a better experience than in- store? It s usually for boring things that are convenient from my point of view, yeah and just, you know, it can be a lot quicker or bulky items of course as well as everything you know gets delivered very quickly on the whole and it s easier. 01:24:43 How do you feel about price checking all your product purchases online or in- store? Can you give examples when you ve done this? Do you mean do I check the prices? I do to an extent but having already said that I like to find a bargain, I probably don t go from one shop to the next to compare the prices, that would be too boring. 01:25:07 What about online? Would you go from one site to another? Yes I have done that a bit, yes yes yes. 01:25:13 Describe to me what you would do there.

19 Well I don t know, say I wanted to buy something like kitchen equipment for a flat I might be doing up, I might go and look at one of these comparison sites for washing machines or dishwashers or some such machine like that, and yeah definitely the same product can vary quite considerably. So yeah I d have a I d spend ten minutes, fifteen minutes looking around for that. 01:25:41 Do you do a big weekly shop, either online or in- store? If so or if not, why? No I leave that to the wife. Yes it may not be weekly but it might be, you know, more than weekly or less than weekly depending on how we re feeling and how busy we are. She (wife) would do that in- store. Yeah, we haven t quite tackled the online grocery stores yet. Well I m really answering for my wife now because I think it s I think she prefers to go to the store and physically choose the ripe orange or the piece of meat or whatever it is, you know. Name: Colin James Age: 49 Occupation: Teacher 1:30:40 Do you prefer to shop online or in- store? Or is it a combination of the two? Tell me more about why. I think the combination of two, I like, I mentioned it to you before, to go bumbling and having a browse and have a look at things, pick them up touch them, observe them. Some things I will buy online quite comfortably, so it s more to do with what I m buying as opposed to, you know, how much time I ve got I suppose also affects it, so when I m at school, when I m teaching, not much time, tend to probably buy a bit more online. When I ve got holidays I m happy bumbling around just touching things and picking them up and buying them. 01:31:22 Are there any particular things that you would look for online? Yeah it s more your music or your books I suppose as much as anything else, it s those sort of things. I think clothes and things like that I would still want to have a look at and touch and feel and see what the size is like and just maybe habit I suspect. 01:31:43 What s important to you when shopping in- store then and why? I suppose availability, I suppose being people being helpful, store assistants being helpful but not over sort of claustrophobic in the way that they approach you and just giving you some space, but at the same time if you need some information then they re just good at being able to provide you with a bit of added value I suppose in terms of feedback, you know, and just being able to sort

20 of nudge you in the right direction as opposed to trying to sell you something, which I can spot a mile away. 01:32:19 Why do you choose to shop online and what makes it a better experience than in- store? I think good question, I think these days it s just some of the products I ve been talking about you know what you re getting you re happy to wait for, you know, a day or so. I think the retailers that tell you what s happening throughout the process I think gives you an added value. In terms of that they let you know when it s being dispatched, they let you know how long it s expected to be in store or in- stock, that sort of thing really. It s a smooth process, it doesn t take that long and I can get them from inside the house really. 01:33:00 How do you feel about price checking all of your product purchases online or in- store? Can you give some examples when you ve done this? I don t think I m particularly good at that. I personally don t do, don t do enough of it, so it s a sort of thing I know I should be doing and it s a sort of thing I know a lot of people do, including Bargain Betty my partner. I personally don t do enough of it if I m honest with you but I do think that s the future if I m honest. 01:33:31 Do you do a big weekly food shop, either online or in- store? If so, then why or why not? Again it s we do do a fairly big weekly food shop online; so much easier, so much more convenient, just make a lot of sense. But having said that there s still lots of stuff that gets picked up probably most days if I m honest with you. To my frustration, you know you re picking up this, that and with a little bit everyday going and picking stuff up. 01:34:02 Why do you choose to do it online as opposed to doing it in- store? Mainly because it just takes so long going in- store, you re repeating the you re just buying the same stuff, so essentially and also I think from memory you get, you do get some deals online but I think they are possibly more obvious, they offer more obvious deals online than you get. But it s just convenient, it s time, very busy people, just don t have too much time to spend shopping really. Name: Maura Age: 50 Occupation: Unemployed 01:38:36 Do you prefer to shop online or in- store? Or is it a combination of the two? Tell me more about why.

21 No I don t shop online. 01:38:42 Tell me a little bit more about that then, why don t you shop online? I think I like touching things, trying on, food wise as well, I like total choice I don t even do online super market shopping. Because I d rather take the quantities that I want and look at the quality that s coming, not waste all those bags and things like that. So I very seldom I ve used Amazon, I have used Amazon but very seldom, again I ve just enjoyed going to Waterstones and just reading the blurbs and touching the books, so for me still it s a whole experience. 01:39:18 What is important to you then when you are shopping in- store, and why? I guess I don t know which level you mean this question to go in at, but you know, I m thinking to be given time. So not to be jumped on by sales assistants immediately and if I say I m ok, then to be left to browse. A fair price, not to be made uncomfortable in the shop and out of place. So I like to have the time to browse and feel like I ve got the right to be there, that kind of thing. 01:40:00 Does the feel of the shop have an impact on your as well? Is that important? I guess, I m thinking the other way round, the look of a shop might put me off going in if it looks too up market, or if there aren t any prices on things and therefore you have to ask so I think if anything I d go more that way and not go in... possibly thinking that I won t end up being able to afford anything or like anything or it s not my style anyway. But I really like if something s smelling of incense or if something is very colourful, or if it s if I really like the ethos of trade down there, then I m more likely to go in even if I m not particularly looking for something. 01:40:49 Why do you choose to shop online and what makes it a better experience than in- store? I really like Amazon in particular because up until recently I was studying, well I still am a little bit, but I was a student, so the way they give you a choice for the same title and you can go in at the level you want, whether you mind it annotated or not annotated, the book I mean. And again the same with music CDs and stuff, you can choose the pitch whereas in standard shops you ve got the same book, the same price, so I quite like that about Amazon. I don t know if anything would make it better, I like the speed things get delivered from Amazon, I like the choice. So I haven t had a bad experience with Amazon. 01:41:40 How about online in general then? Do you think you could get a better experience online than you would in- store?

22 No because I m, for that simple reason that I gave, I m probably quite out of date but you can t get to the point where online you will be able to touch and try things on, so I m not sure what they could do about that but no. 1:42:05 How do you feel about price checking all of your product purchases online or in- store? Can you give some examples when you ve done this? Yeah, it doesn t spoil my shopping, I don t go in thinking I must look for something about that price or the cheapest cheese or whatever. But yes, if I m in a big enough shop and I ve got a choice of products, unless there s a good reason why I don t, I would go in for the slightly cheaper ones so, is that what you mean by price checking? Being able to instantly look and compare. 01:42:45 Yeah, whether it be the same product but in different shops as well. I don t do an awful lot of that. I have done in the past though for huge, great big purchases like washing machines. I look around online, in fact I just bought something online, I guess a fridge. So there I was I do appreciate the online thing, rather than going from shop, to shop, to shop. So yes online is more convenient I guess for the big one off products you would buy and price comparison. When I m out and I m not in a hurry for something my rough price might be held in mind and I don t mind waiting weeks and weeks and maybe changing my mind and I don t want the thing in the first place anyway. 01:43:32 And why do you think it is good then, say with the big products, that you can compare prices? How does that make you feel? I do appreciate that, I think that s a good advantage of the internet, so you can look at people s reviews, do all the things you cannot do within a shop. So you can look at the reviews, you can look at the capacity of whatever it is, the guarantees, and free delivery and so on. So that is very useful for the consumer I guess empowering would be the word. 01:44:07 Do you do a big weekly food shop, either online or in- store? If not, why/ why not? In- store, why? For exactly what I said before, so because I don t have the same products I get every week and if I can touch the fruit and take the amount of vegetables I want and so forth. At the moment, I much prefer that. Name: Chilufya Age: 20 Occupation: Trainee Teacher. 01:49:15 Do you prefer to shop online or in- store? And why?

23 I think it s a combination of both but generally I do prefer to shop in- store because I think you get that interaction with someone and also you get you don t have that feeling of well, I think in terms of online shopping especially if you have money in your bank account it can be very tempting to be just like I ll just buy, I ll just buy it and then sometimes you buy and get the goods and they re not as you expected so especially with things like ASOS or ebay, and they re not what you expected. Whereas, in the store you can try it on and see what you like, if you don t like it, then you don t have to buy it or something you saw online that you didn t think was that good can look amazing in real life so I think in- store you get more experience and you get more choice and you don t have to, I don t think you have to, you don t feel that you have to buy something immediately to see what it looks like. 01:50:12 What is important to you when you are shopping in- store and why? I think friendlier staff really because if the staff are really insensitive, then you won t go to the store again and I think I ve had that in the past where I ve felt that the staff weren t actually being helpful or if I needed help they were quite rude and getting on with their work, I mean I understand they are busy but you do need to be polite to your customers. And also I think making sure that things look very clearly in some stores it can feel like it s basically a messy bedroom and it can be very messy, very disorganised and clothes on the floor and it s not a good impression to give to your customer whereas other stores, I think Uniqlo are quite good for it; it s very clear, it s very clean and I do like that. 01:50:59 Why do you choose to shop online and what makes it a better experience than in- store? When I do shop online, I do it because I think I m going to get a better bargain so often there are always online bargains and they re usually great so things like ASOS are really good because you often get like different things that you wouldn t find in- store and often at a cheaper price. 01:51:35 And what makes that a better experience for you then? I think you get it, you can just choose quickly and there s no there s none of that um. Or ahh or I think that looks quite nice. You can just get it and then you can choose when to have it, so if you really needed it for the next day, like I did last year for a dress, I chose to just have it delivered the next day and it was there and I ordered it, it was pretty instant and I do like that about stores. When sometimes you go to stores, especially if it s dress shopping, you can find that it s not in and you have to... although London is quite good for it, if like you re in Sheffield or somewhere you might have to wait for them to order it from Manchester, bring it down store and that takes days and often and most of the time you don t have days, you really want it just now. 01:52:24

24 How do you feel about price checking all of your product purchases online or in- store? Can you give some examples when you ve done this? Well most of the time I don t but you can often like, especially with food and stuff, you can often tell when it s more expensive. So in some stores, some supermarkets are obviously in general more expensive than others but like for example when I go into Sainsbury s and I do my shopping they say oh you it was 2p more cheaper here than anywhere else and that s where I became aware of it, like going ohh I think that s nice. But I don t often go you know those index things where you can go Tesco, ASDA, Waitrose, Sainsbury s, I don t often check that, only really I m aware of it if I m reading a newspaper or something and it tells you the cost of like a shopping basket for all like various items, so I m only aware of it then. 01:53:22 Are there no other things, for example bulkier stuff that you would maybe shop for? Oh yeah sorry, completely forgot about that, yeah the bulkier stuff, so like I eat a lot of pasta and and whatever and sometimes I ll buy those like in 2 or 1 kilo or 2 kilo packets because I know I ll use that a lot more than perhaps if maybe I bought it in 500 so I would always, constantly be shopping for that. So I d usually just buy those in bulk because it is cheaper it is cheaper to buy those in bulk and I think it s something like it works out to like it s sometimes when you look at labels it actually tells you how much it is per 100g and that s quite a good indication and that s an incentive in itself to go and buy the big one and it should last longer as well. 01:54:18 Do you do a big weekly food shop, either online or in- store? If not, why? Or why not? No, if I m being totally honest. Just it s actually time. So often the Sainsbury s, I have a Sainsbury s Local that s closer to me than an actual Sainsbury s store even though it s like a minute to ten minutes away, but I think when you re all when you re time pressed, just going to Sainsbury s Local and buying a few things is a lot easier. I d probably say I do a big shop like every 2 weeks for the main essential things, like your pasta and like frozen vegetables or whatever every 2 weeks and then I just top up on like a three day... every three days really. 01:54:57 And is that usually in- store or online? Usually in- store, just because I think in- store you get far more like mini bargains or I think you get more bargains in- store and I think you get a better choice in product, so like, especially if you do like loose goods, you can actually choose the best products and you don t have that you don t run that risk of things coming in that are mouldy, which is sometimes what happens to online stores when you haven t picked it yourself. I do like going into stores.

25 Watford Name: Naqueev Ahmed Age: 19 Occupation: Retail Assistant 00:29:41 Do you prefer to shop online or in- store or is it a combination of the two? Yea both. 00:29:49 Tell me why it s a combination of the two? Online it s easier but then sometimes when I m walking around I just shop. 00:30:01 What s important then when you re shopping in- store and why? Just if I like something I go for it. I shop around a bit just because lots of items are cheaper in different stores, but yes, just shop around rather than just impulse buy straight away. 00:30:21 And how about when you actually go into a shop then, what would be most important customer service, the price, the quality, which of those stand out to you and why? Quality. Customer service I don t really care, I don t really talk to anyone, I don t need their help, I just go in and kind of know what I m going to get. 00:30:43 And the type of shops you go to, why would you choose those shops? If it looks appealing from the outside, if it s quite busy I tend to just go somewhere else I can t be bothered to wait in line for that long. 00:31:04 If it s busy why do you choose not to go in the shop? Because I just can t be bothered to wait around, or if I do get something I can t be bothered to wait around so I go somewhere else. 00:31:17 Why do you choose to shop online and what makes that a better experience than going in- store? It s quicker, you can just browse through quickly. Takes less time I guess. 00:31:30 What do you think makes it quicker then, explain to me the process?

26 Everything is just on one page, you can just scan through rather than just walk around the shops. And I think they do more sale stuff online, like cheaper stuff online, so I go online. 00:31:46 How would you feel about price checking product purchases online or in- store, so comparing prices, and can you give me examples of when you ve done that? I actually don t do that. If it s in- store then maybe, but not like going online to a store then going into a shop, I don t do that. 00:32:02 So would you price check in- store, compare prices, tell me more about that? I was actually going to do that now, I was going to shop down there just to see because there s some shoes so maybe, they sell them in quite a lot of the shops, so I was just going to check the prices. 00:32:17 And why s that? Obviously you want something cheaper, don t you? 00:32:25 Do you do a big food weekly shop either online or in- store and why or why not? No my Mum does it. 00:32:33 Does she do it in- store or online? In- store. Name: Joel Age: 19 Occupation: Student / Part- time Retail Cashier 00:42:48 Do you prefer to shop online or in- store or is it a combination of the two? I prefer to shop in- store because it s easier to find something and like, I ve grown up with it so I only shop online if I need to. 00:43:04 What is it that you like about shopping in- store? You just find everything you need easier than online because like, I don t really go online that much but I find it more easy to ask someone or look for it myself.