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Covid-19 drives broad shift in shopping behaviour

The coronavirus pandemic has had a lasting impact on the shopping behaviour of global consumers, according to new research by Adobe.

The figures show that despite the lifting of lockdown restrictions in many countries worldwide, customer shopping habits and brand interactions have not returned to pre-coronavirus norms. 

According to the survey, 67 per cent of responding consumers remain concerned about the pandemic’s impact on personal health (73 per cent), jobs (40 per cent) and the economy (36 per cent). Millennial consumers registered far greater levels of concern than any other respondent age group.

“The outbreak of Covid-19 has accelerated a broad shift in APAC consumer behaviours and attitudes that have been in the making for some time,” said Adobe MD Southeast Asia Simon Dale. “It is clear from the results of the study that brands that are nimble in pivoting to this digital ‘new norm’ will be able to create deep and enduring brand resonance while helping their customers feel truly supported. Marketers will need to pay close attention to their customers and ensure that they adapt their CX strategy to address different groups with relevant messages, more so now than ever.”

Close to 100 per cent of consumers expressed patience with those restrictions that remain in place, while just 61 per cent agree with full lockdown measures – Chinese consumers being notably content to wait things out.

Other findings showed increasing consumer concern with the way businesses treat staff (77 per cent), while just 54 per cent of consumers think firms care for the wellbeing of their employees. A high proportion of consumers think it important for brands to mirror the state of the world in their marketing collaterals in response to Covid-19 and have a duty to proactively offer help or provide special offers to customers in this era.

Despite a sharp growth in online shopping and widespread anticipation of a permanent shift in consumer behaviour towards e-commerce adoption, 70 per cent of consumers reported a preference for purchasing grocery items in person, particularly in Australia.

To respond to these and other nuances in customer preference, the majority of organisations are transforming their long-term strategy in case this period lasts for more than a year (79 per cent), and are also changing their approach to future marketing efforts (82 per cent).

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