Building a Strong Relationship With Consumers

consumer marketing

The pandemic ended up changing many things, especially when it comes to consumers and their habits. With everyone being restricted to their homes, worried about their health, and numerous lockdowns and restrictions, people and businesses increasingly turned towards the digital world, which meant a lot of online shopping.

Although price still is and will continue to be, the most important element of where people decide to make a purchase, throughout the past year, also meant that people were also very concerned about their expectations and other ideas around buying before making a purchase. For example, when physically going to a store, many people prefer to go to stores where they feel a safe environment.

Meanwhile, when it comes to the digital sphere, the most important element has been reliability, with plenty of people stating that they would be making purchases from places where the products they needed were available.

All of this information means that businesses should be rethinking the shopping experience and adapting to the new situation, both online and in physical stores, which means complying with security measures and having enough inventory to become a reliable business.

Most people are looking for an easy and quick shopping experience. Whenever they have to take steps they deem are unnecessary, or any delays appear, there is a higher chance they will abandon that shopping process.

With the pandemic, the possibility of shopping difficulties increased, which means that consumers were faced with more barriers, and their patience has been dwindling. This goes both for online and physical stores, where people couldn’t find the items they needed in a physical store, or the online store didn’t have all the information they were looking for before making a purchase.

Businesses should be focusing on making the entire shopping experience easier for consumers by shortening waiting times, providing all the necessary information for their products, implementing a seamless payment system, and building trust with their consumers.

Plenty of consumers have decided to help the businesses in their own communities during the pandemic, with 2 out of 3 people saying they’ve taken action to support local businesses through promotion or making purchases. However, the global online sales for businesses increased greatly throughout this time as well, which means consumers aren’t limiting their shopping experiences to a single geographic area and are looking for the product they need wherever they want.

To meet that need, companies should be looking to connect with people both in their geographical location and globally. This means tailoring the information, adverts, and language according to a consumer’s location and different shipping options to those consumers in different parts of the world to make for a great shopping experience for everyone.

Ronn Torossian

Ronn Torossian is the founder and CEO of 5WPR and one of the most well-respected Public Relations professionals in the United States. Ronn is the author of "For Immediate Release: Shape Minds, Build Brands, and Deliver Results with Game-Changing Public Relations."

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