Short term impacts on buyer habits

I'm a devotee of Mark Ritson, so I'm sceptical of the long-term impact that social distancing will have on buying habits.

Buying clothes online hasn't got any less chancy. Online food deliveries haven't improved in quality. Getting something now will always feel more convenient than getting it tomorrow.

But. We've now all stood in the rain queuing for the supermarket, or waited our turn to walk up to the screened-off kiosk at the garden centre, or estimated how many people need to leave a small shop before the line moves in our favour.

There are some definite short-term sales triggers that will be here for anything up to 18 months or more. Here's some from my experience:

Scarcity

This isn't the option I'd usually buy. But nothing I'd usually buy is available. I have no idea how much this costs but it doesn't matter. I need something now.

Embarrassment

People can't get down the aisle because I'm taking too long to choose. I don't time to compare. So I'll just get whatever it is I've picked up.

Stage Fright

I can't browse, just order something at the counter. So I'm not going to ask about a cheaper option. I won't even ask about the price. I'll just buy whatever they bring me.

Haste

I don't want to be here. I really want out of this shop. I'll just grab whatever gets my attention and pay.

I Want It Now

Everyone wants what I want, so it'll take a month for delivery. I'll just buy whatever they have available in the shop, even if it's more expensive.

Effort

I’ve queued for half an hour. I deserve to get what I came for (and I’m not leaving unless it feels like the trip was worth it).

Effort = Reward

I’ve queued for half an hour. I deserve to get what I came for (and I deserve anything else I want as well).

Reluctance to Return

Now I’m here the last thing I want to do is come back tomorrow or visit another shop. I’m just going to get whatever is available.

Mask Discomfort

I hate seeing people in masks. I hate wearing this mask. I just want to get this over with and get out so I can breathe again (and, if I'm wearing glasses, bloody see).

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I started writing this about two months ago. Since then the 2m limit has lowered (in some places) and masks are now mandatory, but there's still the odd queue and the experience of shopping feels almost irrecoverably tainted.

It's also still a challenge to find some items that aren't being prioritised in the supply chain.

But I've also noticed a sense, certainly at public venues, that organisations are torn between investment now to enforce restrictions that might ease later, or bungling through with the minimum action (e.g. hand sanitising stations are cheaper than new, permanent signage) and crossing their fingers that it'll all be over by Christmas.

So, what about B2B?

My observations are specific to high street and retail. But they demonstrate that even if normal habits can return in some shape or form after a year or two, there's a period now where the usual rules of purchasing don't apply.

If we're all trying to get by with as little interruption as possible (or with maximum reward for suffering inconvenience) then the repetition of these experiences is inevitably going to have an impact on behaviour beyond food shopping.

B2B obviously still involves humans. Do people need your service more than ever because the alternatives aren't viable or don't exist anymore? Or are they more willing to embrace something different because the barriers have been removed?

Here's some issues I anticipate that will alter B2B purchases:

Fence sitting

We know that advertising now helps us stay visible. We know that investing now helps performance later. We know that planning in advance improves execution.

But we'd just like to see what happens next before we make any decisions...

Decision hopping

I'm not in the office, so I can't make that decision. The person who makes that decision isn't in the office. We'll have to get back to you when we find time to get back to each other.

Short term gullibility

This offer of 1,000 HOT HOT leads sounds too good to be true. But now our sales funnel has been emptied after 3 months of inactivity, it also sounds too good to question.

Long term aversion (enhanced)

I can't tell you what's going to happen next week, let alone next month. Next year is essentially a temporal concept I'm unfamiliar with. Can you help me now? No? Bye then.

Desire for direction

I've read all the articles, I've heard all the announcements and I even understand all the policies. But I don't know what to do NOW. Tell me that, and I'll happily work with you.

A need for immediate proof

So we've been running this campaign for over two weeks now, can you explain to me what we've got out of it so I can decide whether to pull the plug or not?

Zoom fatigue

Please. No. Not another video call. I'd just love to go one day without needing to get fully dressed.

When Eager meets Wary

God. Yes. Let's meet in person. But not inside. And not when it's raining. And not for too long. And could you wear a mask?

Products over Services

It's great that you're promising us a 'wholesale audit' or 'fully optimised campaign'. But I need something to wave at my boss. I want something I can hold and feel is valuable. I want a concrete product, not an intangible service.

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This last one is of most importance to me right now. How can you translate a service that provides a very valuable but largely conceptual benefit into a physical product that is, above all, consistently practical and useful on a regular basis?

I'd love to hear your own experiences and whether there's any trends we can share.