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

Launch marketing council Episode 5: Retailer and supplier

In our fifth and final episode, we delve into the relationship between retailer and supplier and how it drives and influences launch marketing strategies and success. To do that, we’re joined by Campbell Davies, group general manager of Associated Retailers Limited, and Kristin Viccars, marketing director A/NZ, Apex Tool Group. Also featured are Five by Five Global managing director, Matt Lawton, and CMO’s Nadia Cameron.

More Videos

The best part: optimizing your site for SEO enables you to generate high traffic, and hence free B2B lead generation. This is done throug...

Sergiu Alexei

The top 6 content challenges facing B2B firms

Read more

Nowadays, when everything is being done online, it is good to know that someone is trying to make an improvement. As a company, you are o...

Marcus

10 lessons Telstra has learnt through its T22 transformation

Read more

Check out tiny twig for comfy and soft organic baby clothes.

Morgan mendoza

Binge and The Iconic launch Inactivewear clothing line

Read more

NetSuite started out as a cloud-based provider of Enterprise Resource Planning software or as NetSuite solution provider, which companies...

talalyousaf

NetSuite to acquire Bronto's digital marketing platform for US$200m

Read more

Thanks for sharing this post, its really good information I get through this blog.CDPO Online Exam Training

Infosectrain01

3 ways Booking.com is improving its B2B marketing game

Read more

Blog Posts

Getting privacy right in a first-party data world

With continued advances in marketing technology, data privacy continues to play catchup in terms of regulation, safety and use. The laws that do exist are open to interpretation and potential misuse and that has led to consumer mistrust and increasing calls for a stronger regulatory framework to protect personal information.

Furqan Wasif

Head of biddable media, Tug

​Beyond greenwashing: Why brands need to get their house in order first

Environmental, Social and (Corporate) Governance is a hot topic for brands right now. But before you start thinking about doing good, Craig Flanders says you best sort out the basics.

Craig Flanders

CEO, Spinach

​The value of collaboration: how to keep it together

Through the ages, from the fields to the factories to the office towers and now to our kitchen tables, collaboration has played a pivotal role in how we live and work. Together. We find partners, live as families, socialise in groups and work as teams. Ultimately, we rely on these collaborative structures to survive and thrive.

Rich Curtis

CEO, FutureBrand A/NZ

Sign in