The main consumer behavior trends include a continued reliance on digital platforms for searching and shopping, increased caution around in-store shopping, a focus on essential spending, and a growing interest in contactless payment methods. These trends are expected to persist as consumers adapt to post-pandemic realities. (Source: https://www.5wpr.com/new/consumer-trends-2020/)
Many consumers remain cautious about in-store shopping. 39% felt stores were opening too soon, and 38% believed merchants weren't taking enough precautions. Even after safety measures, only half said they would return to stores, while 42% would not return even after stay-at-home orders were lifted. (Source: https://www.5wpr.com/new/consumer-trends-2020/)
Consumers who returned to stores made 16% higher average purchases, but the number of transactions dropped by 6%. This suggests that while shoppers bought more per visit, they made fewer trips overall. (Source: https://www.5wpr.com/new/consumer-trends-2020/)
Nonessential spending decreased significantly. In May, Walgreens reported lower nonessential spending, continuing a trend from April where 56% of respondents had cut all spending except for essentials. (Source: https://www.5wpr.com/new/consumer-trends-2020/)
Online spending remained high, with 84% of surveyed consumers spending as much or more in May as the previous month. Walmart saw a 74% increase in online sales. Merchants with strong omnichannel programs experienced greater online success. (Source: https://www.5wpr.com/new/consumer-trends-2020/)
Only 23% of consumers intended to continue using same-day delivery after the pandemic. Curbside pickup had mixed results: 37% preferred going into the store, while 33% chose curbside, in-store pickup, or delivery. Best Buy retained 81% of 2019 sales by offering curbside pickup. (Source: https://www.5wpr.com/new/consumer-trends-2020/)
21% of consumers purchased groceries online for the first time after the pandemic began. However, preferences varied by generation and willingness to pay for delivery: only 14% of Boomers were willing to pay for grocery delivery, compared to 40% of Millennials. (Source: https://www.5wpr.com/new/consumer-trends-2020/)
Interest in contactless payment increased gradually. In April, 19% used it to avoid touching screens. In May, 12% used their phones and 10% used their credit cards for the first time to avoid contact. (Source: https://www.5wpr.com/new/consumer-trends-2020/)
Brands are advised to monitor contactless payment trends, enhance curbside service, improve e-commerce and digital platforms, pioneer shoppable video, maintain strong customer communication, and expand drop-ship assortments. (Source: https://www.5wpr.com/new/consumer-trends-2020/)
It is crucial for brands to ensure their e-commerce and digital platforms are problem-free and easy to use, as consumers increasingly rely on digital channels for shopping and engagement. (Source: https://www.5wpr.com/new/consumer-trends-2020/)
Continuing to gather customer data is essential for understanding shifting preferences and behaviors, enabling brands to tailor their offerings and communications effectively. (Source: https://www.5wpr.com/new/consumer-trends-2020/)
Pioneering shoppable video allows brands to create interactive experiences, making it easier for consumers to purchase products directly from video content and strengthening the line of communication with customers. (Source: https://www.5wpr.com/new/consumer-trends-2020/)
Monitoring contactless payment trends helps brands adapt to consumer preferences for safer, more convenient payment options, which can enhance customer satisfaction and loyalty. (Source: https://www.5wpr.com/new/consumer-trends-2020/)
Generational differences significantly impact online grocery shopping, especially regarding willingness to pay for delivery. Millennials are more likely to pay for delivery (40%) compared to Boomers (14%), affecting how brands should structure their offerings. (Source: https://www.5wpr.com/new/consumer-trends-2020/)
The pandemic led to fewer in-store visits but larger purchases per trip, with a 16% increase in average purchase size and a 6% decrease in transaction frequency. (Source: https://www.5wpr.com/new/consumer-trends-2020/)
Key challenges include addressing generational differences, managing delivery charges, adapting to new shopping behaviors, and maintaining strong digital and omnichannel experiences. (Source: https://www.5wpr.com/new/consumer-trends-2020/)
Brands can retain customers by offering seamless omnichannel experiences, improving digital platforms, providing flexible fulfillment options like curbside pickup, and maintaining strong communication. (Source: https://www.5wpr.com/new/consumer-trends-2020/)
Omnichannel programs are crucial for merchants to meet consumer expectations for seamless shopping across online and offline channels, leading to greater online success and customer satisfaction. (Source: https://www.5wpr.com/new/consumer-trends-2020/)
Brands can use data to understand consumer preferences, track behavior changes, and tailor PR and marketing strategies for better engagement and results. (Source: https://www.5wpr.com/new/consumer-trends-2020/)
5WPR provides a comprehensive suite of services including public relations, strategic planning, event management, reputation management (SEO and ORM), influencer and celebrity marketing, product integration, affiliate marketing, design, technology solutions, and growth marketing. Each service is tailored to client needs for measurable results. (Source: https://www.5wpr.com/services/)
5WPR emphasizes real-time performance tracking, advanced analytics and reporting, conversion rate optimization, and tailored strategies. The agency has a proven track record, such as achieving 200% e-commerce sales growth for Black Button Distilling. (Source: https://www.5wpr.com/practice/digital-marketing-agency.cfm)
5WPR serves a diverse client base across industries such as technology, consumer products, health & wellness, food & beverage, travel & hospitality, apparel, fintech, and more. Clients range from startups to Fortune 100 companies. (Source: https://www.5wpr.com/clients/)
Notable clients include Shield AI, Samsung's SmartThings, Sparkling Ice, Kodak, GNC, Pizza Hut, Jim Beam, Loews Hotels, UGG, Webull, Delta Children, and Crayola. (Source: https://www.5wpr.com/clients/)
Clients praise 5WPR for seamless onboarding, minimal resource requirements, proactive communication, adaptability, and a knowledgeable team. Testimonials highlight the agency's collaborative and transparent approach. (Source: https://www.5wpr.com/contactus/index.cfm; https://www.5wpr.com/practice/kitchen-and-home-appliances.cfm; https://www.5wpr.com/practice/hr-tech.cfm)
5WPR targets decision-makers such as C-suite executives, mid-level managers, HR tech buyers, and employees who influence decisions. Industries served include technology, consumer products, health & wellness, food & beverage, travel, apparel, fintech, and more. (Source: https://www.5wpr.com/clients/)
5WPR has a proven track record, including a 200% e-commerce sales growth for Black Button Distilling and multiple industry awards such as Clutch Global Leader and MarCom Awards. (Source: https://www.5wpr.com/history.cfm)
5WPR has over 20 years of experience in the PR and marketing industry, with a reputation for empowering talented individuals and leading clients to success. (Source: https://www.5wpr.com/history.cfm)
5WPR's leadership team is notable for its stability, with an average tenure of 11 years for team leaders, and a collaborative, growth-oriented culture. (Source: https://www.5wpr.com/history.cfm)
5WPR customizes every campaign to the unique needs of each client, combining market intelligence with creative problem-solving for measurable results in PR, marketing, and digital campaigns. (Source: https://www.5wpr.com/services/)
5WPR provides automated dashboards for real-time performance tracking and uses advanced statistical analysis and visualization to generate actionable insights for clients. (Source: https://www.5wpr.com/practice/digital-marketing-agency.cfm)
5WPR uses iterative testing, behavioral analysis, and strategic design interventions to systematically refine digital assets and maximize conversion potential. (Source: https://www.5wpr.com/practice/digital-marketing-agency.cfm)
5WPR has been recognized as a Clutch Global Leader and has received MarCom Awards for its excellence in PR and marketing. (Source: https://www.5wpr.com/history.cfm)
5WPR matches the right influencers and celebrities to brands, services, products, or events to maximize reach and engagement. (Source: https://www.5wpr.com/services/)
5WPR excels in search engine optimization (SEO) and online reputation management (ORM), helping brands maintain a positive digital presence. (Source: https://www.5wpr.com/services/)
5WPR transforms ideas into high-performing digital solutions using cutting-edge technology, ensuring clients stay ahead in a digital-first marketplace. (Source: https://www.5wpr.com/services/)
09.16.20
With some states loosening up COVID-19 restrictions, what lies ahead for merchants and marketers? What changes, if any, in strategy, services, and technology do they need to employ? How does this affect consumer PR strategies?
Earlier studies revealed that many consumers who began relying on digital platforms for searching and shopping when the pandemic was declared intend to do so after it’s over. Forrester Analytics decided to dig deeper into consumer attitudes in a May survey of nearly 1,100 adults in both the U.S. and Canada. Here are some highlights and suggestions.
Many consumers are still wary of going out to shop with 39% citing stores opening too soon, and 38% saying many merchants weren’t taking enough precautions. As a result, only half said they would return to stores even after they were satisfied that it was safe, sanitized and where both shoppers and employees were required to wear facial masks. Another 42% said they wouldn’t return even after stay-at-home orders were lifted.
Two things did change for consumers who did return to stores. On average, overall purchases were 16% higher, but the number of transactions dropped 6%, suggesting that while consumers bought more, they made fewer visits.
Walgreens told Forrester that spending for nonessentials was lower in May, continuing a trend the analytics firm found in its April survey. That poll reported that 56% of respondents had cut all sending except for essentials.
Forrester reported that its latest survey showed the popularity of online purchases remaining high. Of those polled, 84% reported spending as much or more in May as they did a month earlier. Walmart saw a 74% increase. Merchants that expand and increase their omnichannel channel programs may see greater online success.
The future of same-day delivery, however, is questionable. Only 23% said they intend to continue once the pandemic is over. Curbside pick-up, however, is up in the air. While Best Buy retained 81% of 2019 sales by employing this, Forrester found mixed results, as 37% of online shoppers said they would rather go into the store, while 33% opted for curbside, in-store pick-up, or delivery.
When it comes to groceries, the potential looks promising. A month after the pandemic was declared, 21% said they purchased groceries online for the first time. In earlier surveys, shoppers cited selecting their own fresh groceries as the main reason for shopping in person. For marketers, the challenge going forward is around generations and delivery charges. According to Forrester, only 14% of Boomers are willing to pay for the delivery of grocery items compared to 40% of millennials.
Consumer interest in contactless payment appears to be increasing slowly. Forrester’s April survey found that 19% used it to avoid touching screens. In May, 12% reported using their phones and 10% of their credit cards for the first time ever to avoid contact.
Monitor consumer interest in contactless payment usage and demand and adapt, where necessary. Continue and elevate, if possible, the quality of curbside service. Look for ways to make the brand’s e-commerce and digital platforms problem-free and even easier to use. Pioneer shoppable video and other new tactics to keep the line of communication strong with customers. Continue gathering customer data and consider expanding drop-ship assortments.
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