According to a Stackla Report 2022, 70% of consumers believe brands must provide a personalised experience, up from 67% in 2019.
Given the pandemic and goals to meet like sustainability, consumer behaviour has been altered when it comes to purchasing decisions. 67% of consumers reported buying online more since the onset of the pandemic. Also, the number of Americans buying groceries online increased by 36%, as per the 2022 GWI Commerce Report.
User-generated content (UGC) is also 8.7 times more influential than influencer content, which is 6.6 times impactful, indicating that more consumers consider other buyers’ perceptive. Of the 53% marketers that personalise emails, 72% believe email personalisation to be the most effective tactic.
Moreover, Gen Z lead the charts in social buying, with 56% of consumers aged 18 to 24 and 47.5% of those aged 14 to 17 having made at least one purchase on social. Also, consumers expect brands to provide buy-now-pay-later (BPNL) services, and many will pay more for eco-friendly products, particularly Gen Z consumers (61%). Adopting an omnichannel approach can help brands effectively connect with consumers across all channels.
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