In grocery retail, trust is built shelf by shelf. Shoppers expect the products they need to be available when they want them, and when they are not, the impact extends far beyond a single missed sale.
New research from DHL Supply Chain in partnership with Retail Economics, The Availability Effect: Why trust, margin and loyalty start at the shelf edge, explores a growing challenge facing UK grocery retailers: how product availability shapes customer trust, loyalty and purchasing behaviour in an increasingly competitive market.
The report combines consumer research, store audits, and industry analysis to examine the role availability now plays in shaping customer experience. As shopping habits continue to evolve, retailers are under increasing pressure to meet expectations for convenience, consistency, and reliability.
Richard Lim, Chief Executive of Retail Economics, explains:
“In today’s environment of busy lifestyles, hybrid working and smaller, more frequent shopping trips, customers expect to find what they need quickly and easily. This is not only limited to grocery, but in all retail sectors, from fashion to beauty. Convenience comes down to having products there when the customer needs them, and availability has become the clearest sign of reliability. Retailers who get it right will be the ones who earn trust and lasting loyalty.”
The research highlights the scale of the issue facing the sector, finding that one in five grocery shopping trips involves at least one out-of-stock item. As a result, the report estimates that £2.1 billion in grocery sales are put at risk annually due to stock availability challenges.
The report also identifies four distinct grocery shopper personas, offering a fresh perspective on how different consumer groups respond to stock gaps. From high-value shoppers who quickly switch retailers to those who remain loyal despite occasional disruptions, the research reveals how availability shapes shopping behaviours, influences retailer choice and impacts spending patterns. As customer expectations continue to evolve, availability is no longer an operational metric. It is increasingly a measure of trust, reliability and customer experience.
To download the full report for exclusive insights from DHL Supply Chain and Retail Economics, click here.
Image credit: Digihaul/DHL Supply Chain
