Consumer trends are based on behaviour, which is a dynamic response that is easily influenced by what’s going on in the world, country, or local communities. The impact of Covid-19 on consumers, for example, has had a long-standing affect on consumer shopping habits. Although many have returned to in-person shopping, eCommerce websites, on secure hosting platforms, are not settling down whatsoever. That’s because consumers’ time is precious and they’ve come to appreciate the convenience that online shopping offers them.

In addition, consumers are heavily impacted by current downturns and upturns in the economy, which in turn, is adapting the way they buy. Businesses need to ‘read the room’ and consider what consumers are experiencing in order to drive sales going forward.

What Customer Trends Want From Brands

1. More practical, essential and value-added items

Consumer budgets are spread thinly more and more every day, especially with taxation and prices going up. The state of the economy is creating shoppers that will be looking to spend their money on practical, essential and value-added items. Luxury items have become ‘nice-to-haves’ rather than ‘need to haves’. Pushing these types of products alone could potentially make shoppers feel bad about not being able to afford them.

Shoppers will also be looking more to influencers to help them find affordable products and assist with buying decisions, based on personal experiences.

2. A positive customer experience

Customers are spoilt for choice; while product, quality, and price are important, shoppers are looking for an ‘experience’ as well.  The consumer trend to want to connect with brands and form part of the ‘conversation’, is gaining momentum. They are looking for brands that have the same values they have because this builds brand trust. A Price Waterhouse Cooper’s survey found that if a consumer trusted a brand, 88% will recommend it to family and friends.

To do well, you need to be an authentic brand that cares, that prioritises social responsibility as well as customer service and relationships.

3. A seamless omni-channel shopping experience

As both eCommerce and social commerce are consistently growing year on year, does this mean that brick-and-mortar stores are becoming irrelevant? Not at all. In fact, consumer trends show that in-store shopping is still the personal preference of choice for many.

All your shopping channels need to work together to engage, educate, and support the consumer habits specific to your customers. Keep channels updated and make it easy for customers to obtain assistance and switch from one channel to the next.

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