35 percent of shoppers in Mexico have said they will continue shopping online after the pandemic
Four out of 10 also indicated that they will prefer companies that show an interest in their community
The post-COVID consumer is also expected to continue purchasing national products to support the economy.
There are several specific changes that the health crisis has had in the economy. Markets like ecommerce, esports, home office and many others grew at an unprecedented rate. On the other hand, companies in industries such as retail, travel and entertainment registered losses on a multi-million dollar scale. And while some of these changes appear to be temporary, part of them appears to continue to exist in the long term. For example, around the consumer.
In fact, if one element could be identified that changed much more than any other during the pandemic, it would be consumer habits. According to Forbes, this is a transformation for which there is no historical comparison. For its part eMarketer, it also extends to the perception that the audience has of the economy and the market. And according to Business Insider, it will affect from the way they interact with the media to how they buy.
In this sense, defining what the post-COVID consumer will be like can be a real challenge for many brands. And this is a problem, because companies must already start preparing their marketing and marketing strategies to serve this different audience. Sure, for every industry, country and even brand there will be subtle changes that can make a difference. But Hubspot found five specific points that paint a specific profile:
A more digital consumer is being formed
Perhaps this is the most obvious element, but also the one with the greatest weight, for the post-COVID audience. With the sanitary measures of healthy distance, the vast majority of the interactions were transferred to the virtual scene. For many, this forced contact represented the first time that they saw all the advantages of good digital platforms. So companies must prepare to serve, forever, a consumer who loves online channels.
Closeness with brands
As a result of this trend towards digital, the consumer also tends to develop (and long for) a more personal relationship with companies. As social networks have become the main channels of commercial communication, the world has become accustomed to first-hand attention. In this sense, organizations need to prepare to follow up on these types of strategies. And, over time, continue to strengthen these ties.
A consumer concerned with his personal development
During the pandemic, the focus shifted away from brand products and services, or how they can meet the needs and wants of the audience. The reflectors were put on the consumer, how to physically protect them from the pandemic and how to help them go through the psychologically challenging moment of the Great Enclosure. As people begin to take to the streets, they will continue to demand and hope that many of the strategies will continue.
Localism: The new buying trend
Another thing that the consumer radically changed during the pandemic was support for businesses and producers in their community. The companies that helped protect these types of populations were highly regarded and managed to build a brand reputation. But for the future, companies will need to integrate smaller agents more into their organizations. This, because this requirement towards the local economy will also be preserved.
« Self-service » for the consumer, powered by technology
The impetus that companies will have to follow in terms of automation and consumer care will also be very important. Technologies like chatbots and contactless payments will not only allow people to track their interaction with brands. At the same time, he could do it without having to expose his physical integrity or his health. This new added value will in fact have a huge influence on the final purchase decision in the future.