As marketers look toward a post-pandemic future, one of the primary questions that remains is, "Which of these changes are most likely to stick around?" To find out, we conducted research across three industries — retail, travel, and finance — in markets around the world, asking consumers about current behaviors and possible future shopping habits.
One thing became 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 while providing a pleasant and frictionless experience.
Create omnichannel teams and budgets. The rise in e-commerce doesn't mean that offline touchpoints have been made obsolete. While we see on average a 56% increase in people saying they will buy CPG products online in the future, the majority (66%) still plan to shop in-store.
Pay attention to pain points. Regardless of 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 we researched report pain points like availability, payment issues, and customer support.
Invest in your own website or app. Across multiple categories, brand and retailer websites or apps are among the stickiest of touchpoints throughout the journey.
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