Shoppers’ purchase habits developed amid the pandemic are unlikely to change post-COVID

New Ideas in MarketingEssential news for marketers, summarised by YouGov
October 26, 2020, 11:22 AM GMT+0

This article cites a Progressive Grocer and EnsembleIQ study for which shoppers across Brazil, Germany, the UK, US and France were surveyed.

The report revealed that, amid COVID-19, the number of consumers shopping primarily online went up from 7% to 35%. As this changed consumer behaviour is unlikely to see a reversal, retailers could do well to make online commerce a cornerstone of their ongoing strategy.

The respondents ranked price as the top factor contributing to the overall shopping experience. This is followed by product quality and availability. Moreover, with 41% of shoppers reporting lower incomes than pre-COVID levels, consumers are expected to be greatly price-aware.

In terms of gender, 45% of women are more likely to report reduced income than men. As per DemandTec’s Cheryl Sullivan, retailers must look to have science-based, full-price lifecycle optimisation in place.

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