Post-COVID-19 shopping behaviour and how brands should respond.

Trade retail, traditionally the poor relation of the sales industry, is experiencing unprecedented attention as businesses scramble for market share.?

Where once retail trends focussed on high-end shopper behaviour within specific geographical boundaries, the pandemic has levelled the playing fields. Now, across the globe, a basic grocery basket draws the same attention as luxury goods.

?VF! has been a key player in the South African arena for over 16 years, amassing an impressive archive of data and reports on shopper behaviour for both local and international clients. This translates to our unique ability to monitor, analyse, and adapt global patterns to suit the local market.??

We’ve identified the top three shopper behavioural patterns that emerged after COVID-19 first hit and how brands can respond.

#1. Bricks and mortar still stand strong.

Shoppers still want to choose between online and in-store shopping. *A global survey revealed that 46% prefer going in-store for medicine, groceries and household purchases, followed by alcohol and electronics.

Although online shopping existed pre-Covid, it was predominantly a nichéd market. Grocery shopping for a specific social event may be done online, but shoppers still prefer the weekly trolley to be filled IRL.?

#2. Brand loyalty suffered a blow.

Online shopping and the emergence of local brands have improved access to more product options. 48% have replaced a product, and 25% have admitted to switching brands during Covid-19 because of availability, mood, convenience, special deals or store closures. Brand loyalty took a hit as shoppers are becoming braver in chasing alternatives or trying new options.?

#3. Personal beliefs have value???

Shoppers are increasingly aligning with brands that reflect their values. They’re more likely to support brands that exhibit transparency and express authenticity. Shoppers believe that they have the power to influence a company’s stance on issues and will pull support from a company for negligible actions.?

How brands should respond.

Brands have a responsibility to reevaluate their retail strategies because shopper-centricity will dominate the trade arena stronger than previously experienced. Our experience in the industry and extensive archive of insight data sees us as the leader in shopper behaviour.?

We believe that brands need to:

• create brand immersion experiences. Respecting safety and hygiene, as well as a reduced income, are limiting shopping time. As a result, brands need to be highly engaging and offer shoppers a memorable representative experience.
• be visible and impactful. In a busy, cluttered environment, multiple brands are vying for a shopper’s limited attention. Now more than ever, product movement is reliant on intelligent retail displays for impact and visibility.?
• cross- and upsell smartly. Frequenting restaurants fared the lowest in the Accenture survey proving that shoppers still limit their luxury experiences and social engagement time. These short visits, combined with reduced sales staff, means that retail displays now carry the additional responsibility of alleviating stock pressure.
• be accountable. Shoppers want to know that their choices make a difference in society, the environment, and their own lives.?

Covid fatigue is real. The length and intensity of lockdown have everyone tired of being cooped up, tired of the stress and tired of fear. Shopping shouldn’t be a frustrating chore but a pleasant and stress-free experience that keeps shoppers coming back.?

Our unique and effective shopper approach is based on in-depth behavioural analyses. Using these methodologies, we unlock Brand, Trade, Category and Shopper insights to design unique purchase drivers tailored to how shoppers shop your product. Speak to us to help your brand win in trade.