The more you know, the better able you are to navigate change and uncertainty. At Zaius, we are constantly working to make sense of the broader trends we are seeing, and to distill those insights into actionable next steps for our clients. Our goal is to help marketers take charge and feel in control of their brand, even while so much happening in the world is outside of their control.
During this process we’ve found some key trends we think everyone should be aware of. We are sharing these trends on regular intervals, to help marketers continue doing what they do best. Today, we’ll take a look at what’s changed in a shopper’s daily life and how that impacts their buying behavior online.
While many shoppers are home more, home life looks very different. With most school districts on hiatus, and many adults either working from home or furloughed, our homes are busier and more crowded, and our schedules have shifted. With this shift in schedules comes a marked change in buying habits—shoppers are more active in the midday through evening, and less active at night, possibly exhausted from pulling double-duty or balancing unfamiliar household responsibilities.
But given that there is more going on at home while they make these purchases, they need a clear call-to-action and a simple win. Show them your best deal, and make it clear how you can help them get what they need and get back to their busy life.
For some brands, this strategy is easier than others. Several verticals are also seeing an influx in new brand shoppers as buying habits change, leading to the challenge of simultaneously educating and enticing new shoppers, who may also be distracted. Gardening/Outdoors, for example, is seeing a double-hit, with the traditional spring surge in combination with customers bringing their spring shopping online for the first time. Food & Beverage is also seeing growth, as customers shift to online buying from one of the largest brick and mortar holdouts.
Now’s the time for a brand to focus on what they do best, and communicate that clearly to shoppers. With new shoppers, distracted shoppers, and worried shoppers (and some who are all of the above), a brand can be most successful short- and long-term by being a helpful partner to the shoppers they serve.
The data, while useful in informing your brand’s path, isn’t everything—it doesn’t think or feel or empathize like a person. Our recommendation continues to be to understand what the data is telling you, but use it to make genuine personal connections that match your brand values, while resonating with how shoppers want to hear from you right now.
Is there data you’d like to see us investigate? Drop us a line and let us know! We’re always on the lookout for new ideas and new ways to help marketers.