The fourth iteration of the Future Shopper report lands at a time of great change as we all face up to a world turned upside down by COVID-19.
Our latest report, drawn from data collected during the COVID-19 outbreak, gives an insight not only into the digital commerce shopping habits of over 16,000 consumers in the UK, US, Australia, China, France, Germany, Spain and the Netherlands, but also how this outbreak will affect future shoppers. It presents what retailers and brands can do to pivot, and stand the best chance of surviving and thriving in the long run.
Our new report seeks to identify trends in consumers' digital buying behaviours with the aim of helping to influence organisations' strategies to ensure they're ready for the consumer and the channels of the future.
Download the report now and find out:
Amazon, search engines, and retail sites are high up the list when it comes to inspiration. Consumers' desire for ease and convenience means they want a fast sales process online. They are getting this by going straight to the likes of Amazon for inspiration.
Could COVID-19 contribute to Amazon becoming even more influential over inspiration as it continues to operate almost unchanged through the outbreak?
We asked Where do you look for inspiration to buy products?
Amazon
Search engines
Retailer sites
Other Marketplaces
Amazon and the search engines have this initial stage of the online customer journey sewn up.
Retailers and brands must work harder to influence the purchase process and develop direct relationships with customers online.
We asked When buying online where do you start searching for your products?
Amazon
Search engines
Retailer sites
Other marketplaces
Sustainability and the environment are playing a bigger role in influencing consumer choices as younger, more socially conscious shoppers enter the market.
We asked Do consumers consider sustainability when they shop online?
would like retailers and brands to offer better environmental practices
considered a company’s ethics and morals when making purchasing decisions
actively choosing companies that are more environmentally responsible
Price is certainly important, but is it the "be all and end all"?
In this COVID-19 affected world will we see other factors increase in importance?
We asked What drives customers to transact online?
Price
Item in-stock
Product description
Product imagery
Brands must offer better products and experience than their marketplace or retailer competition, to encourage consumers to come direct.
It also backs up the theory that brands must effectively operate across all channels via a balanced commerce strategy
We asked What would encourage consumers to buy directly from brands' sites?
Better prices
Free delivery
Fast/easy delivery
Full product range
Amazon's rising dominance is a challenge. In these testing times brands and retailers should target Amazon's shortcomings.
Failure to act quickly could mean a simple customer acquisition exercise for Amazon. We are already seeing this in these COVID-19 impacted times.
We asked Why might a consumer choose another retailer over Amazon?
Price
Convenient delivery
Better loyalty scheme
Product range
WUNDERMAN THOMPSON COMMERCE is a global eCommerce consultancy that offers strategic clarity, tech know-how and creative inspiration to help organizations deliver winning commerce capabilities across digital channels: marketplaces (including Amazon), online retail, D2C and social commerce.
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