In a year where just about nothing was predictable, consumers actually were. Clear consumer behavior trends have surfaced over the past several months, even as situations have changed.
Marketers are now looking to emerge from the pandemic with more innovative approaches and flexible business models to acquire more clients.
Delivering about what consumers want (which, spoiler alert , is what content marketing is all about) has become the new business battle ground.
Let us take a closer look at 5 of the top consumer behavior trends to watch in 2022.
- Customers want the ability to choose on the internet or in-person shopping (from the same brands) at any time.
- Temporary convenience options that emerged as pandemic solutions are likely to stick around permanently.
- People are performing more from home than ever before, and their purchase preferences reveal that.
- Much better access to more product options has made brand loyalty much less secure.
- Consumers are increasingly seeking brands that align with their personal beliefs and beliefs.
Trend #1: A Hybrid View of Purchasing
The pandemic has changed the way people are buying, but not in the cut-and-dry method you might think. The future of shopping will not be as simple as a in order to online while brick-and-mortar shops become the stuff of nostalgia.
In fact , 46% of consumers still prefer in-person shopping because they can see plus feel products, and even people who prefer online shopping indicate they don’t do it exclusively.
When Raydiant questioned consumers which method these people anticipated using 12 months through now, in-person shopping held the majority in nearly every case.
Online shopping was already here before the outbreak, and people will want to shop personally well into the post-pandemic long term. What has changed is the method we (the collective consumer) think about online vs . in-person shopping as separate groups for separate types of products.
The decision to purchase online won’t be influenced by product type. Instead, it will just depend on the actual consumer wants at that time.
For example: people have been buying gadgets from Amazon for years. It’s the kind of issue people bought online.
But grocery delivery? That was a service generally utilized by more niche consumer organizations, like older people or youthful professionals living in cities with no cars. Most people just visited the grocery store. Now, on the internet grocery delivery orders are usually for the masses.
But that doesn’t mean people will use it exclusively. A more likely scenario is that they’ll take advantage of both options, choosing the one that works best for your situation. Maybe a quick listing of items you need to make a celebration meal gets ordered meant for delivery, but you visit the store each week to peruse for your week’s groceries.
Whatever the scenario, the key will be options. These top predicted retail trends demonstrate the wide range of retail experiences customers will look for.
Certainly there are consumer segments who exclusively prefer one method to shop over the other.
For most people, though, the behavior trend will be sometimes on the web and sometimes in person, depending on any number of factors including their disposition that day.
Trend #2: Craving Convenience
Brands have experienced to get creative in a period when business models had been turned upside down due to social distancing precautions.
The past year saw trendy sit-down restaurants offering takeout, retailers adding curbside pick-up options, and hygiene-motivated procedures like cashless payment plus contactless delivery gaining energy.
Consumers are not likely to want to let go of these conveniences going forward.
As pandemic safety measures relieve, brands will need to think about how they’ll resume normal procedures while also offering the added convenience options consumers are now accustomed to and prone to continue demanding.
The behavior trend: consumers may choose brands who offer multiple convenient service choices.
Trend #3: Homes Become Hubs
Home used to be where people went when they weren’t doing other things. Now? It is where we can do just about everything.
Home is where we eat and sleep, yet it’s also where we work. Where we shop. Where we exercise. Homes have become hubs for our life’s most important activities, and that is not going away any time soon.
What we do in our homes has permanently changed. Accenture found that 46% of individuals plan to work remotely more often going forward. Sales of costly in-home gym equipment like fitness treadmills and stationary bikes grew exponentially in 2020 since people worked out at home.
Smartphones, tablets, and other devices have enabled all of us to talk face-to-face with family and friends from a distance. Today, we are fully assimilated into mingling that way.
Now that consumers have invested in their own at-home activities, it’s likely we’ll see them stick around post-pandemic. Brands whose items can benefit from this trend (such home office furniture) can make profit, while brands whose traditional business models depended upon customers coming to them will have to adjust (like gyms offering both in-person and virtual fitness classes).
The takeaway trend: customers will enjoy the return to normalcy, but they’ll still be performing more from home.
Trend #4: Loyalty isn’t a Given
Creating customer loyalty has long been among the surest ways to drive revenue and sales. But will be customer loyalty to manufacturers seeing a downturn?
Raydiant’s State of Consumer Behaviour 2021 report found that 48% of consumers have replaced a product these people typically purchase in-store having an online alternative during the outbreak. About a quarter of consumers report they’re switching bands more often than ever before.
These types of may not be majority percentages, but they’re significant ones. Outbreak conditions certainly need to be regarded (i. e. store closures preventing a store from starting at all), but the difficult truth for brands is it doesn’t really matter what the original reason behind the brand switch was. All that matters is whether or not the customer now likes that new brand.
Thanks to a higher-than-ever online presence from brand names across industries and improved conveniences like faster delivery times overall (even same-day in many cases), consumers have more choices and better entry to their options than these people ever have before.
The resulting habits trend? Consumers will try a lot more options, and they’ll choose the one they like greatest regardless of previous purchase history.
Brand loyalty is still important and effective, but companies can’t ever assume it’s a given.
Trend #5: Customers Want Value — in More Ways than One
Quality products and customer experiences aren’t the only places consumers are seeking value. Customers today want to buy from brand names that also align with them personally.
This Accenture study of almost 30, 000 consumers globally found that significant majorities of consumers feel that a company’s values and social stances are important.
This isn’t a totally new trend. But consumers now look more closely than ever in the way companies view plus address social issues and also implement environmentally-friendly practices — 89% of consumers are more likely to purchase from a brand they feel the positive impact.
The behavior trend to watch: customers will seek authentic, clear brands in an effort to make their particular buying decisions meaningful.
Consumer Behavior Trends: How Brands Can Respond
Elevated targets around the customer experience plus increased online brand existence are two common strings throughout consumer behavior tendencies.
There are actionable ways companies can respond to these overall trends. Particularly, they can use content marketing — proven to be 3x more effective than all other types of advertising — to stay connected to their own audiences.
High-value, consistent online content establishes your brand reputation and personality, allowing consumers in order to “experience” your brand prior to they ever make a purchase or visit a physical location.
Marketing Insider Group can help you implement a powerful content marketing strategy that yields measurable results for your business. To learn more, check out our Content Builder Providers or schedule a free discussion today!
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