Shopper Promiscuity on the Rise in a COVID-Run World
For years, Alter Agents has been exploring the fall of brand loyalty and the rise of what we call “Shopper Promiscuity.” It’s a driving factor behind our Shopper Influence Research program, and our latest research shows that the trend is continuing and even accelerating during the pandemic. Our CEO Rebecca Brooks writes about these concepts in her latest article for Forbes, titled “Shopper promiscuity in a COVID-influenced world.”
Fundamental Changes in Shopper Behavior
The article covers some of the findings from our most recent study into shopper behavior, diving into differences by product category, ethnicity, generational habits, and more. She writes: “The way people shop has fundamentally changed as people have turned to entirely new purchase journeys during the pandemic that are likely here to stay, at least in part.” We’re seeing rapid changes driven by factors such as innovation, lower barriers to purchase, and a reprioritization of shopping behaviors based on personal values. Not to mention behavior that shifted in response to COVID-induced public health measures.
Catching Up with the Shopper Mindset
Because traditional approaches to market research don’t accommodate these “drastic changes to the consumer mindset”, we’ve got to start thinking differently – moving away from “Brand Narcissism” and toward understanding each and every shopper as the main character. Some considerations that brands can address to make this shift include:
- Focus on the shopper’s experience – what motivates them, where they are finding their information, what information they want and exactly what is influencing their final purchase decision.
- Remember brand may not be a consideration at all – shoppers are searching and filtering based on price, reviews, and features, and brand is low on the list.
- Try using alternative methodologies and approaches, beyond a brand tracker, that gives you “powerful information that promotes real business outcomes.”
She concludes with: “The truth is that we have entered a new reality for brands and market research. Brands and shoppers are having different conversations. When that happens, the information brands use to drive their business decisions ends up leading them astray. To succeed in the future, brands need to acknowledge promiscuous shopping behaviors and start seeing the world from the shopper’s point of view.”
Are you ready to transform the way you approach consumer insights for greater understanding?
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