Much has already been written about how the COVID-19 pandemic has dramatically changed consumer behaviour, across industries and regions, people prioritised essentials and reduced impulse purchases.
At the same time, people facing closed stores, reduced hours, and social-distancing requirements turned to eCommerce, which grew 27.6% worldwide in 2020, according to eMarketer.
As marketers look toward a post-pandemic future, one of the primary questions that remain is, “Which of these changes are more likely to stick around?”
To find out, Google conducted research about three industries – retail, travel, and finance – in markets around the world, asking consumers about current behaviours and possible future shopping habits.
One thing becomes immediately clear. The pandemic has reinforced what brands and retailers should continue to focus on:
Enabling people to shop when they want, how they want, and where they want, all the while providing a pleasant and frictionless user experience.
Structure your teams and budgets to be omnichannel
Search is crucial across all regions and categories. Online reviews are important. More people are actually buying online. But the rise in eCommerce doesn’t mean that offline touchpoints have been made obsolete.
For example, while we see on average a 56% increase in people saying they will buy grocery items online in the future, the majority (66%) still plan to shop in-store.
In areas of personal finance (banking, credit cards, insurance), over 70% of people still consider talking to a live customer service representative highly useful.
Pay attention to pain points
Regardless of the shopping method, brands will need to provide support throughout the entire journey and remove hurdles along the way.
Over 25% of consumers across the markets and industries Google researched report pain points like availability, payment issues, and customer support.
By addressing barriers and providing superior post-purchase support, brands and retailers have an opportunity to provide additional value to consumers.
Invest in your own website or app
Across multiple categories, brand / retailer websites or apps are among the stickiest of touchpoints throughout the journey.
Considering that many people made an online transaction for the first time during the pandemic, it is now more important than ever to deliver an excellent online experience.
Future purchase consumer behaviour
FUTURE ONE: New Normal
Smaller outbreaks continue to impact the way we live, work, and spend our time, but the virus is contained and its impacts are less disruptive.
FUTURE TWO: Recurring Nightmare
Additional major outbreaks continue to strike, and while certain countries and regions may react differently, the feeling of chaos and uncertainty persists.
The customer journey is not linear
We know the journey is not linear: Shoppers cycle through modes of exploration and evaluation known as the “messy middle” before making a purchase.
As shoppers explore and evaluate in the messy middle, they seek out inspiration, research product details, consider reviews and compare prices.
What’s next?
Invest in omnichannel capabilities
- For online shoppers, offer tools that can help replicate in-store benefits, including reviews and videos to replace or supplement the tactile experience.
- Allow convenient and contactless payment options. Offer people faster, more convenient ways to pay online in fewer clicks, and in-store where digital payments can reduce the need for physical contact.
- Provide alternative fulfilment options. Particularly for CPG, stores should communicate convenient capabilities for online ordering and fulfilment (such as curbside pickup and delivery), where shoppers can easily restock.
Maintain or increase search presence
Ensure search strategy enables delivery of most relevant information to meet the consumer need as it is being expressed.
Address product availability issues
Optimise supply chain processes to ensure adequate stock or communicate alternatives.
Conclusion
COVID-19 has caused a massive disruption around the globe, impacting what we choose to buy and how we get it.
While some of these changes may persist as consumers adapt, others may just be temporary adjustments that are abandoned at the first opportunity.
We wanted to deliver insights about how shopping behaviour and motivations have changed as a result of the pandemic – and identify which of these behaviours are likely to be sticky in the future.
