The pandemic has shifted consumer behaviour enormously. These changes have accelerated quickly over 18 months and it’s important to understand how to utilise them as a business.
Online shopping
Lockdowns have forced people indoors and it’s unsurprising that consumers have responded by conducting more of their shopping online. If you’re ordered to stay indoors, you’re going to spend less time physically shopping. Grocery shopping has been one of the key areas this has affected: 29 per cent of households in the UK did their grocery shopping online by the end of 2020 – a 9 per cent increase on the previous year. Consumers now rely on digital platforms more than ever.
More time spent on leisure activities
People are spending more time on self-care and wellness, while also watching more T.V. With the closure of self-care places such as spas and salons, people are buying more self-care items for themselves. All of this is part of more and more people taking up hobbies now – polls have shown that a third of people have taken up hobbies during the pandemic.
Value-based purchasing
With job instability alongside the fear and stress of the pandemic, people have been more cautious with their money. As such, consumers are giving different business a try and are prioritising convenience and practicality.
Where brands stand with Gen Z
Younger customers are now much more likely to shop with businesses that identify with their core beliefs. Ethical consumerism has increased hugely in the UK – the average spend on ethical purchases per household has grown from £202 a year in 1999 to £1,278 in 2018. In order to appeal to younger generations then, businesses need to align their values with the social values of Gen Z. By shifting your values you’ll have more chance of retaining customers. This can tie in with the well-placed use of loyalty programs that reflect consumer wishes and interests.
How the online shopping experience is changing even further
One Brighton business is taking these insights even further by redefining the online shopping experience. Percept Imagery, an augmented reality technology start-up from Brighton has developed a solution that allows customers to try things on instantly through their smartphones. 65 per cent of consumers are more likely to purchase from a brand that offers AR try-on – this seems like the future, especially with increasingly technical smartphones. And after securing £300k in funding, investors clearly back Precept Imagery too.
The pandemic has been tumultuous for businesses, but consumer insights represent an opportunity to step ahead of the competition. By following the insights above, you’ll be primed to capitalise on the changes in shopping behaviour.
