The Covid-19 pandemic has brought about drastic changes across every aspect of people’s lives. The tradition way consumers shop was brought to an immediate halt when the world went into lockdown in March and while since then stores have opened up once again, shoppers’ behaviors have changed. With this change it deems necessary to change the traditional linear in-store marketing strategies to ensure shoppers attraction continues with these new post-Covid-19 trends. Just as Josh Kovacs of Facebook stated, “shopping used to be a place you go, now it’s something you do, almost anytime, anywhere.”
First and foremost, the brands need to ensure that they are reaching the shoppers earlier in the shoppers journey because “we now live in an encompassing digital ecosystem” and all the information is abundantly available at each and every persons fingertips. It’s no longer about determining which store is closest and/or most convenient; instead, now “shoppers can effortlessly shift between researching a product on the brand site, comparing prices on various retailer sites and watching videos on social media of influences using the product.”
Secondly, since shoppers are spending less overall time in stores, it means there is less time and opportunity for the shoppers to discover new brands. As such, marketers need to find novel ways to reach consumers to ensure they don’t just go to the shelves with the brands that are more familiar.
Thirdly, it's important that brands make use of the omnichannel platforms because “with this ongoing high level of activity and engagement, brands and retailers can easily impact shopping behavior.”
Lastly, various brands should use the abundant methods of research and data available today to tailor campaigns based on their KPIs. Overall, writ large it is most important that the retailers and brands work to personalize and localize the shopper’s experience to ensure that they continue to drive shoppers.
Source:
https://www.retaildive.com/spons/shopper-behavior-has-changed-should-your-shopper-marketing-strategy-change/589292/
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