The connected consumer acquired new habits due to the pandemic. Changing behaviors are accelerating trends along a reinvented customer purchase journey.
The New Normal Main Keywords
The new normal is real and consumer behavior is changing. The main keywords characterizing the new normal:
– Social
– Polarization
– Price
– Health
– Security
– E-commerce
– Digital
– Sustainability
– Self-checkout
– DIY beauty
– Discount
– Caution
– Zero waste
– Social distance
– Click and collect
– Natural
– Omnichannel
Reinvented Customer Purchase Journey
Understanding the page of consumer change can put companies in a position to navigate the disruption. Below are numbers describing the reinvented customer purchase journey as published by PWC in October 2020.
– 74% work at home at least some of the time
– 59% increased use of video chat apps since the COVID-19 outbreak began
– 58% increased use of messages apps and social media
– 45% increased mobile shopping
– 40% decrease in household income
– 36% spend less in the next 12 months
– 35% spend less in beauty the next 12 months
Digital Engagement Trends
Consumers expectations are more demanding when it comes to the availability of the products and services. They expect them to be available at any time and at any place. Contrary to what many may thing, desktop online shopping is as important as mobile shopping. I personally am a fan of desktop shopping. According to PWC, 45% of consumers increased their mobile online shopping and 41% their desktop online shopping. Online shopping experience are also more diversified, innovative and adopt an omnichannel approach: AR, VR and voice-activated technologies, click and collect, call and collect and home delivery. Social plays an important role as well with amplified social engagement, live streaming and social shopping.
New Generations Use Social Media
Gen Z has been the talk of the town, or the world. It has been using social media to buy directly through shoppable posts as unexpected as it was. Old generations who never used to shop online, started to shop online, and apparently, they are liking it! 80% of the old generation shoppers will shop online after the pandemic ends. Here are some numbers to keep in mind when targeting your audiences online.
– 69% of Gen Z look for inspiration on social media to make purchases
– 47% of Gen Z read the reviews before making product/service purchasing decisions
– 36% follow up on sales and promotions
– 12% buy directly through shoppable posts and photos
Did you know? 30% of global consumers discover new products thanks to micro-influencers and social media word-of-mouth.
If you are looking for tools to use to connect with your audience, check Working Remotely Tools website, there are plenty of interesting tools that can support you regardless of your budget.
If you haven’t done so, it is now the time to focus more on your influencer marketing and social media marketing strategies. Socialprise’s team is here to help with consultancies and implementation, contact us.
Like always, I hope you enjoyed this blog. Comment below if you have tips of your own!
Stay safe, productive & happy!
