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Small Business Center

What Retailers Think Consumers Want Versus What Shoppers Actually Want

January 31, 2023

There is a widening gulf between retailers’ perceptions of what consumers are looking for and what shoppers actually want, according to a recent benchmark report by Retail Systems Research. This misalignment is hurting small business owners’ sales. For instance, according to the report, while most retailers think sustainably sourced products form “nothing more than a story that needs telling to pacify customers,” Retail Systems Research found that 90% of shoppers consciously shop for products that are better for their health and a large majority are willing to pay more for ethically sourced products.

To see more insights and read suggestions for how small business retailers can better respond to consumers’ needs, click here.

By Rebecca Meiser

Contributor, Commerce + Communities Today and Small Business Center

Small Business Center

ICSC champions small and emerging businesses in getting from business plan to brick-and-mortar.

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