CHICAGO — Consumer shopping habits are rapidly changing, but one factor has staying power: technology.
From virtual reality to mobile ordering, shoppers have embraced the convenience that comes with algorithm-backed online experiences. A recent webinar hosted by Euromonitor International explored how post-pandemic digital prowess will be everything in commerce during 2022, and it highlighted several tech-driven trends that will redefine the shopping experience as consumers know it.
Internet users continue to climb in numbers, so much so that 89% of industry professionals expect that consumers will judge their company on its digital presence. Consumers have a lot of choices when it comes to, well, everything — which is why the approach to brand loyalty is predicted to shift. Forty percent of digital consumers focused on the “help me solve a problem” statement in a 2021 survey on influential loyalty features, outpacing other elements such as being thanked for being a customer and being recommended products based on needs. In fact, 31% of global digital consumers said loyalty rewards they earn are not valuable. Because of this shift, companies need to shift their strategy to be more predictive and less reactive.
For bakery items, this could mean offering products with alternative ingredients that help shoppers meet dietary goals such as consuming less added sugar or more dietary fiber. Presenting products as a solution to a problem or a way to achieve a goal could be a dominant marketing strategy in the changing commerce landscape.
In addition to presentation tactics, the medium in which companies market is also rapidly shifting. Apps like TikTok have a firm hold on young consumers, extending marketing opportunities for many brands. Ads and sponsored content, as well as the brand itself creating a strong online presence, are helping turn the app into a “social-driven shopping mall.”
Consumer appetite for convenience across all sectors of shopping is also spiking, which is pushing demand for shorter delivery times. The amount of grocery items ordered online jumped from 2020 to 2021, and 42% of global digital consumers said longer-than-expected waits for delivery are a challenge.
Because of this, retailers are expected to incorporate ultrafast delivery infrastructure of their own. Consumers will then use these methods for impulse buys, bringing the purchasing behavior back in a new way.
E-commerce will also collide with rising consumer concerns over climate change, with the percent of shoppers who worry about manmade environmental changes jumping from 2015 to 2021. Companies will have no choice but to adapt to this force in the market, and will need to be transparent about their environmental efforts both in their products and on what the product is packaged in. Brand reputation is the top reason for sustainability investments, with brand ethos and image following close behind. Legislation is also evolving, making it even more imperative for producers to figure out sustainable solutions.
Pickup, both curbside and otherwise, is another trend that will continue to have power with consumers. Nearly 20% of goods were bought online globally in 2021, the highest ever e-commerce penetration rate, and with supply chain issues continuing to persist, immediate purchase and convenient location access are major keys to get consumers to press ‘add to cart.’ Euromonitor predicts that click-and-collect service will thrive into 2022 and beyond.
As more of the human experience becomes intertwined with the internet, companies would be wise to invest in a convenient and digitally conscious brand strategy.
