Almost 90% of consumers intend to stick with the new brands they have discovered during lockdown, rather than return to their pre-lockdown choices.
Moreover, 39% of consumers have purchased from new brands during their regional lockdown periods, according to Bazaarvoice’s recent Behaviour That Sticks report.
As the world continues to adjust to a new way of living with Covid-19, brands and retailers are assessing how the pandemic will cause permanent changes in shopping behaviour. The report, released on September 3, surveyed more than 8,000 consumers globally to measure the long-term shopping trends and habits likely to continue post lockdown.
Bazaarvoice’s global survey shows results that reflect on shopping behaviour when the regional lockdowns started, when lockdown eased and what the future may hold.
Four key consumer behaviours have stood out as likely to be long-lasting. These the acceleration of e-commerce and the rise in popularity of subscriptions. There has also been a trend towards buying from new brands that have been discovered through social recommendations. On top of thism consumers are now placing even more importance on researching products.
In the UK, almost a third of Brits find price as the key purchase driver, while 23% cited the ability to purchase online. Across all age groups, 74% of respondents now feel comfortable buying products online. However, 44% said that the only reason they tried different brands in the first place was because the products offered by the existing brands were unavailable.
Generation Z have been described as the most adventurous consumers, with almost two thirds of them having experimented with different product options in lockdown, in comparison to only 25% of those ages 65 and over.
Moreover, one in five UK consumers have turned to subscription services during the peak of the outbreak, with 80% of respondents claiming they will continue to subscribe post-lockdown. The deciding factors were product quality (52%), ease (45%) and reliable delivery (32%).
Television advertising was said to be one of least influential platforms in terms of purchasing a product, as only 4% of consumers wanted to buy the product they have seen on screen. Consumers are much more likely to be persuaded by positive reviews and product ratings (15%) from other shoppers as they will be looking to purchase products in the next three months.
Effective communication from brands on how a product works, looks and feels was described as crucial in the rapid shift to digital. More than 30% of consumers have connected with sales associates on online chats prior to purchasing, and more than 34% connected with a brand app during lockdown.
Suzin Wold, SVP marketing at Bazaarvoice, said: “The success of subscription services reflects the rapid digital evolution we have experienced this year. Younger consumers are some of the most powerful influencers and their use of social plays a large part in enabling customers to share experiences that credit these brands.
“In addition, their reliance on ratings and reviews content only highlights the enormous opportunity brands have to use the voice of the customer to create more meaningful shopper experiences, which ultimately results in more sales and customer loyalty.”