A rapid shift in how consumers are influenced in their path to purchase has surfaced new consumer behaviours and opportunities within the retail sector.
All Response Media break down the latest retail data to reveal a snapshot of a deeper story in 4 key takeaways.
1. Never too old for online shopping
Recent reports show that the older age groups are now than ever more likely to have bought goods or services online. 92% of under 70s shop through the Net, with the highest percentage coming from the over 65s. 94% of the age range considered claims to have use ecommerce websites at least once.
Upon a closer look, we noticed that the greatest number using desktop computers for online shopping comes from the 65+ audience, with 67% claiming to shop online via a desktop at least monthly, compared to the average of 60%.
There is an unprecedented opportunity to explore for online retailers who must invest in advertising campaigns aimed at the generation of the 65+ audience as this is proving to be a highly receptive and reachable demographic.
2. Scommerce is booming, but what is it?
Scommerce is redefining how brands engage in the current retail landscape. Some powerful tools intertwined with this trend include Instagram’s shoppable feature, Facebook’s Shops, and Instagram Live’s badges. Social commerce is quickly becoming a rich and engaging alternative to encounters with physical retailers and modern-day ecommerce stores.
As new purchasing behaviours replace traditional retail methods, a successful scommerce journey – one that stimulates the consumer – has proven to guarantee conversions.
3. See it, like it, buy it
Fancy a change in terms? Forget shopping on both online and offline. Direct purchases from TV advertising and TV shows are becoming a prominent part of the retail landscape throughout 2021. Customers are not only interacting and making purchases directly from TV adverts, but we can also expect to see this rolled out through sports coverage and entertainment TV as brands look for new ways to engage with their digital audience.
This is a unique opportunity for a native shopping experience to be embedded in content. It also brings up the broader trend of content companies trying to move into commerce. We highly advise retailers to start exploring their chances through transmission channels appropriately.
4. Turn the radio on shopping mode
With radio, advertisers have the opportunity to reach people that are going shopping before the point of purchase and while commuting to physical stores. Ongoing effectiveness research studies underpin that radio has a significant uplifting effect on awareness, brand relevance, and consideration of retail brands.
Considering the strong uplifting effect that radio transmissions have across all leading retail metrics, radio reveals itself as a channel for brands to remain on the correct frequency in when aiming to convert on touch-points within the customer journey.