How Did Consumer Trends Change During the Pandemic?

The long quarantine process, which started with the introduction of COVID-19, which affected the whole world, caused significant changes that affected our lifestyles and habits. Especially with the economic changes experienced on a global scale, the habits of consumers have also changed, leading to a different transformation in the world of commerce and e-commerce.

28 December 2021 ・ Author: Speaker Agency

The long quarantine process, which started with the introduction of COVID-19, which affected the whole world, caused significant changes that affected our lifestyles and habits. Especially with the economic changes experienced on a global scale, the habits of consumers have also changed, leading to a different transformation in the world of commerce and e-commerce. While the actions taken to minimize the contact between people in order to limit the effects of the pandemic caused stagnation in the economic activities of all sectors, consumers were also affected by this transformation. Here are the changes in consumer trends and behaviors during the pandemic process...

Shopping without actually seeing and touching the product

Consumers who used to see and, if necessary, try on the product had to make changes in their shopping practices. Especially when scientific research showed COVID-19 virus may remain on different surfaces for up to a certain hour, consumers wanted no contact with products in the shops, market places and at the shopping malls.

However, even when urgent needs are in question, online shopping applications became more popular than ever, as well as contactless payment methods. Due to the ongoing pandemic, consumers seem to continue these habits for a long time.

Shopping Locally

Many of the consumers have started to turn to domestic manufacturers and brands, which were in economic crisis due to the pandemic and in danger of losing their jobs. In this way, especially domestic brands in the product and service sector gained many new customers.

Consumer habits, which increased especially in order to support local brands, increased approximately 3 times compared to the period before the pandemic. Another reason for the tendency to buy from local manufacturers was the problems experienced in export and import and the inability to renew the stocks of global brands.

Transition from Analog Systems to Digital World

The long quarantine periods and social isolation that came with the pandemic undoubtedly increased the importance of virtual channels in the lives of many people. People who carried their business meetings, online trainings, friends meetings and even their exercise routine to the virtual world started to realize their shopping habits from the virtual world. Thus, online shopping, which was popular before the pandemic, experienced its so-called golden period with this period. Consumers, especially those who experience online shopping for the first time and are convinced that it is safe, have started to order even their smallest needs online. Thanks to this system, the effects of which still continue, many grocery and clothing brands have now moved their sales online rather than to the retail sector.

Building Brand Trust

Brands that can successfully manage the crisis management that occurred during the COVID-19 period, attach importance to customer satisfaction and customer experience management, and therefore try to provide quality service, and pay attention to hygiene and distance rules, were more preferred by consumers. Brands, which provided different support to the pandemic and health workers beyond just showing care to their customers during shopping, managed to create an environment of trust by attracting the attention of consumers thanks to their social responsibility awareness.

Decrease of Leisure Spending

Before the pandemic, consumers' spending on non-essential shopping such as clothing, electronics, jewelry or shoes was at a high level, while at the beginning of the pandemic, everyone prioritized food and beverage expenditures. So much so that before the news of the mandatory closure, which could come at any time, almost everyone either physically flocked to the markets or turned to grocery shopping in the online system.

As COVID-19 has also developed a global understanding of cooperation against a global humanitarian crisis, consumers have started to be more conscious about shopping. Consumers, who think differently about where and how the purchased things come from, what processes they go through and the use of world resources, have started to be more transparent about shopping. In contrast, vendors who ask, "What is the customer experience?" sought answers to this question in the light of the pandemic. Thus, it seems that those who take action on the basis of customer experience examples, not sales, will continue to be the winners of the pandemic.

With the knowledge and experience of costumer experience speakers of Speaker Agency, Will Higham, Dr. Behice Ece Ilhan, Omer Wilson, Dr. Darren Coleman and many more, you can determine what kind of Marketing Strategy you need to follow during the pandemic, and design new experiences according to the consumer trends and needs.

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