Post by account_disabled on Jan 8, 2024 6:00:24 GMT -5
The health crisis caused by COVID-19 has significantly changed consumer habits, accelerating the digitalization of businesses and putting online shopping at the center . Likewise, other factors related to the pandemic, such as concern about the economic situation or the inability to enjoy certain products (such as travel, for example) are giving rise to a until now unknown panorama. Given this context, Selligent , an expert company in cloud and B2C marketing, has carried out a series of studies to analyze the situation and draw new consumption perspectives in order to guide companies. Changes in buyer behavior Of the 5,000 respondents, 39% foresee the combination between a physical store and its online version as a consumption method; while 28% opt for online shopping . This puts on the table a trend towards the hegemony of e-commerce that, however, is not yet fully consolidated.
Finally, regarding the consumer profile , we can highlight 3 essential aspects that motivate purchases and that are directly influenced by the pandemic: flexibility in the return Email Data and cancellation policy (84%), communication about security protocols (82%) and the possibility of collecting the products without having any type of contact with the delivery person (72%). Shoppers in supermarket covid consumption Adaptation of the customer experience Although company-customer communication is essential to foster engagement, loyalty and trust, sending messages indiscriminately can overwhelm. This is stated by 25% of those surveyed. In fact, 39% unsubscribed from communications from 3 or more companies in the last six months mainly for this reason.
Furthermore, while 26% acknowledge receiving unnecessary messages, 24% of consumers say they feel quite annoyed when companies do not respond to messages in a timely manner. This reflects the need for companies to make changes to their customer experience to be effective, concise and relevant. What can we do for the future? Selligent points out the importance of putting the customer at the center of the marketing strategy to survive these pandemic times. Likewise, it points out the benefits of “ omnichannel presence ” to allow complete, personalized and real-time interaction. “The study shows that understanding consumers is essential to offering good service. By putting them at the center, companies will not fail, since they will know what they want at all times,” highlights Rafa Romero, Head of Selligent Marketing Cloud Ibérica.
Finally, regarding the consumer profile , we can highlight 3 essential aspects that motivate purchases and that are directly influenced by the pandemic: flexibility in the return Email Data and cancellation policy (84%), communication about security protocols (82%) and the possibility of collecting the products without having any type of contact with the delivery person (72%). Shoppers in supermarket covid consumption Adaptation of the customer experience Although company-customer communication is essential to foster engagement, loyalty and trust, sending messages indiscriminately can overwhelm. This is stated by 25% of those surveyed. In fact, 39% unsubscribed from communications from 3 or more companies in the last six months mainly for this reason.
Furthermore, while 26% acknowledge receiving unnecessary messages, 24% of consumers say they feel quite annoyed when companies do not respond to messages in a timely manner. This reflects the need for companies to make changes to their customer experience to be effective, concise and relevant. What can we do for the future? Selligent points out the importance of putting the customer at the center of the marketing strategy to survive these pandemic times. Likewise, it points out the benefits of “ omnichannel presence ” to allow complete, personalized and real-time interaction. “The study shows that understanding consumers is essential to offering good service. By putting them at the center, companies will not fail, since they will know what they want at all times,” highlights Rafa Romero, Head of Selligent Marketing Cloud Ibérica.
