Control and convenience rule for COVID-19 consumers

Survey finds coronavirus has changed how consumers shop and their sentiments about the shopping experience and brands need to adapt

Consumers want greater control and convenience in their out of home lives and are more direct when outside, leading to fewer spontaneous decisions being made, according to the blis Life after lockdown footfall and sentiment study.

The study examined trends in consumer behaviour using location data and mapped these patterns against consumer survey data to understand how brands can better connect with their consumers in the time of coronavirus-related restrictions.

If also found 42 per cent of Australians who responded feel confident leaving the house while 41 per cent feel cautious. However, this confidence plummets at the thought of confined crowded spaces, with just 19 per cent saying they feel confident, 54 per cent feel cautious and 22 per cent feel scared.

When compared to other countries, Australians have been one of the quickest to return to shops and venues. In June, outdoor activities and food and drink venues across the country experienced a surge in visitors, reaching 74 per cent and 61 per cent respectively of pre-COVID-19 traffic.

To gather sentiment, a six-question survey gathered 798 completed responses across Australia and New Zealand over the week of the 15th of June 2020. To measure behaviour, footfall from 100,000s of places, 10 million-plus devices was measured across the region from January to late-June 2020.

The blis survey has three central recommendations for brands navigating the coronavirus economy. It found, post-lockdown, consumers are giving in to a universal, psychological need for comfort, enjoyment and social interaction. It is increasingly important for brands to associate with these new priorities and needs. Using behavioural data in conjunction with traditional measures will give brands the full consumer story, particularly when there’s sometimes a mismatch between what people say and what they do. 

Finally, it’s important for brands to adapt as people look for greater control, convenience and speed in all facets of their out of home lives. This can include everything from less crowded or cluttered store layouts, a more seamless online and offline retail experience, to more succinct journey from browsing to transactions.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, follow our regular updates via CMO Australia's Linkedin company page, or join us on Facebook: https://www.facebook.com/CMOAustralia.  


Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

More Videos

More Brand Posts

What are Chris Riddell's qualifications to talk about technology? What are the awards that Chris Riddell has won? I cannot seem to find ...

Tareq

Digital disruption isn’t disruption anymore: Why it’s time to refocus your business

Read more

Enterprisetalk

Mark

CMO's top 10 martech stories for the week - 9 June

Read more

Great e-commerce article!

Vadim Frost

CMO’s State of CX Leadership 2022 report finds the CX striving to align to business outcomes

Read more

Are you searching something related to Lottery and Lottery App then Agnito Technologies can be a help for you Agnito comes out as a true ...

jackson13

The Lottery Office CEO details journey into next-gen cross-channel campaign orchestration

Read more

Thorough testing and quality assurance are required for a bug-free Lottery Platform. I'm looking forward to dependability.

Ella Hall

The Lottery Office CEO details journey into next-gen cross-channel campaign orchestration

Read more

Blog Posts

Marketing prowess versus the enigma of the metaverse

Flash back to the classic film, Willy Wonka and the Chocolate Factory. Television-obsessed Mike insists on becoming the first person to be ‘sent by Wonkavision’, dematerialising on one end, pixel by pixel, and materialising in another space. His cinematic dreams are realised thanks to rash decisions as he is shrunken down to fit the digital universe, followed by a trip to the taffy puller to return to normal size.

Liz Miller

VP, Constellation Research

Why Excellent Leadership Begins with Vertical Growth

Why is it there is no shortage of leadership development materials, yet outstanding leadership is so rare? Despite having access to so many leadership principles, tools, systems and processes, why is it so hard to develop and improve as a leader?

Michael Bunting

Author, leadership expert

More than money talks in sports sponsorship

As a nation united by sport, brands are beginning to learn money alone won’t talk without aligned values and action. If recent events with major leagues and their players have shown us anything, it’s the next generation of athletes are standing by what they believe in – and they won’t let their values be superseded by money.

Simone Waugh

Managing Director, Publicis Queensland

Sign in