Shoppers are getting used to a new normal of working from home and buying more frequently online, a new study suggests.
The Selligent Global Connected Consumer Index questioned 5,000 adults around the world and found that, in the wake of Covid-19, 58% now expect to work remotely in future, and 56% expect to buy in a way that reflects that shift.
At the same time, shoppers are buying online more often, with 36% buying online every week, up from 28% before the pandemic.
“Understanding how drastically consumers have changed since the start of the pandemic will position marketers to better anticipate and serve the individual needs of their customers moving forward,” said Karthik Kripapuri, chief executive of marketing platform business Selligent. “It’s clear that listening to customers more closely, frequently looking for opportunities to deliver customer-first experiences, and developing programs that reward buyers for their loyalty and advocacy will support an organisation’s ability to not only survive today’s challenging environment, but thrive in it.”
What customers want from online retailers
The study suggests that customers now have different expectations of the brands they buy from.
Most now prefer to receive marketing messages via email (59%) or mobile (33%), and of the two in five who unsubscribed from at least three email lists over the last six months, 55% said that was because they received too many emails.
Shoppers are also less likely to rely on telephone as a first point of contact, with 33% opting for that channel this year, down by 10 percentage points since last year. Most (93%) still expect a response from a brand within 24 hours.
Seventy per cent want to know whether products are available before they buy in-store or online, while 64% want mobile and contactless pick-up or check-in options, and 76% want clear information about safety issues.