Consumers' shopping behaviours in the future are more likely to reflect those of the past.
For brands trying to connect with customers, the rapid expansion of technological innovation and the fluidity of the customer journey is presenting new opportunities as well as challenges. Despite consumers spending most of their time on digital screens amid COVID-19, “the digital technology tactics are what they’re more likely to ignore”, according to Sucharita Kodali, Forrester’s vice president and principal analyst.
While tech giants attract more ad dollars, in-store ads have proven to be the most effective. Kodali adds, physical stores “have a bigger captive audience”, compared to online retailers. Additionally, more consumers are becoming eco-conscious and concerned about sustainability, as 38% went out of their way to recycle since the COVID-19 outbreak, as per McKinsey. So, companies must integrate the circular economy, repairs and renovations into the products they are selling.
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