Consumer Behavior

Survey: Retailers need to get personal post COVID-19

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April 15, 2021

As the global economy emerges after a year of COVID-19 retailers need to provide more seamless, personalized marketing and customer experiences, according to a consumer study from IBM.

The study of 15,000 adults also reveals consumer optimism is high and consumers are feeling confident of vaccination, according to a press release on the findings. The study polled adults in the U.S., India, U.K., Canada, Germany, Mexico, Spain, Brazil and China in February 2021

"Habits formed during the COVID-19 pandemic have raised consumers' expectations of digital engagement, especially in service industries like retail, travel and transportation," Jesus Mantas, senior managing partner, IBM

Global Business Services, said in the release. "As we anticipate the 'post-COVID-19 pandemic normal,' businesses should accelerate their digital evolution with AI and Cloud based solutions to help remain competitive. Investing in hybrid physical and digital experiences can help provide a more personalized experience."

Additional findings include:

• Most global consumers are ready to return to in-store shopping once vaccinated.
• At least one in five respondents surveyed plan to continue shopping primarily online and once vaccinated, they expect to buy items in-store much more often.
• The biggest categories that may see shifts toward in-person shopping are toys, games, and hobbies, (+121%) and apparel, footwear, and accessories (+76%), according to the study.
• Convenience is the main reason global consumers surveyed continue to shop online, followed by value and the wide variety of products available online.

In response to consumer behavior during the pandemic and post-COVID 19 retailers should look to in-store promotions and local products to drive consumers back into physical storefronts. In-store promotions were the top factor that could drive consumers to shop in a physical store, especially for Gen X (54%) and boomers (52%), according to the study findings.

On average, 60% of Gen Z respondents surveyed plan to visit venues such as restaurants and bars, salons and barbershops once vaccinated, compared with 71% of Millennials surveyed and 69% of Gen X respondents surveyed.