It has been established that last year, consumer behaviour changed rapidly, and it will stay for a long time. Also, as consumers and brands responded to the lockdown demands and social distancing, they have adapted to digital.
With the new digital adoption, new expectations for shopping, customer service, and marketing will stay even after the pandemic is over.
Marketing professionals must change their marketing, strategy, and goals to meet a new generation of customers’ needs.
Consumers Shopping Habit Have Changed
Selligent’s recent market study showed that 60 percent of consumers now prioritize purchasing essential goods, and nearly 29 percent claimed their shopping habits have permanently changed.
The study further said a change in employment is the more significant factor that leads to these changes.
About 75 percent of respondent worldwide said it is because they have less work. Also, even though the economy is recovering, they take conservative approaches to spending.
Hence marketing leaders need to appeal to budget-conscious consumers in the long run.
Marketers must also respond to changes in consumers’ everyday life. Consumers remain optimistic, where 82 percent of respondents believe they will be working soon. They agreed that working from home would be part of their future.
This means marketers have more ways to accommodate the current work/life balance. That may mean less foot traffic on the street, but this also suggests a different way to target and appeal to customers in the 2020s.
For instance, 64 percent of customers now want mobile and contactless pick-up and check-in options.
Consumers worldwide will expect a contactless experience as part of a smooth, effective, and versatile omnichannel customer strategy, and accessible shopping will become the norm.
Customer behaviour is evolving, and 75 percent of customers now prefer to receive brand messages through email or smartphone. But, only a third choosing to begin customer support interactions over the phone or via customer service representatives.
This emphasizes the significance of having marketing and customer support accessible through multiple platforms, such as email, website chat, social media, and SMS/text.
Brands that can adapt and have integrated digital and real-world experiences can accelerate the commerce industry’s economic recovery.
In this “new normal” of consumerism, omnichannel fluidity and versatility will allow brands to respond to evolving consumer needs, such as protection, real-time notifications, and choices.
With solid offerings and relevance focused on providing what consumers want and need during this period, brands have a real opportunity to continue to instil consumer trust.
Consumers are very sensitive when it comes to privacy. A survey by Businesscloud showed 64 percent of respondents agreed privacy is now more important than online experience.
Hence, marketer professionals must build the trust by understanding consumers’ needs and preferences.
Businesscloud believe this year more brands will collaborate with consumers to create a more personalised online experience. This personalisation also comes with greater control and respect for privacy.
The principles of a customer-first emphasis on providing outstanding customer experiences hold true despite the changing world. Consumers are evolving, and brands must adapt by knowing what they want and how to meet their needs.