The pandemic, which still has its effects all over the world, has led to changes that affect customer behaviors while highlighting the importance of digital transformation in reaching wider audiences.
As the digital transformation has become a necessity for the business world, the pandemic showed us that digital engagement is a power that should be used more effectively in times of uncertainty. In a period when customers are drawn to an online world, it has become more critical to use digital channels more efficiently.
Consumers’ rising digital adaptation with the pandemic
Our research containing post-pandemic brand communication figures with audiences had found a 70% increase in digital messaging. On the other hand, consumers’ adaptation to digital is similarly rising. In addition to the rise of online commerce, consumers also signal that they will use the new generation digital tools more. In new research by KPMG, 82 percent of consumers stated that they are more likely to use digital wallets or cards in the future.
A new study by IDG reflects CEOs’ top priority for IT continues to be to lead digital business/digital transformation initiatives, and 59% of respondents agree that the effects of the pandemic are accelerating their digital transformation efforts. Obviously, brands have to move even faster at this point. Because in the new normal customers’ adaptation to technology has increased to a striking level. According to new data from IBM’s U.S. Retail Index, the pandemic has accelerated the shift away from physical stores to digital shopping by roughly five years. The capability of brands to respond to this pace is the basic element of staying competitive.
New dimensions in customer experience
With the pandemic, we have entered a period in which behaviors such as acting with the goal of staying healthy and safe, focusing on basic needs, and focusing on cautious consumption gain weight. A new McKinsey study shows that over 60 percent of global consumers have changed their behavior regarding shopping, convenience, and value have become essential. This is also a tough time for brand loyalty. The same study reflects that over 77% of American consumers have tried either new brands, places to shop, or shopping methods.
The new normal has led to the more effective use of new channels in live customer communications and especially for cost efficiency brands started to take solutions like chatbots more seriously. Retailers saw an 86% increase in customers using self-support sessions with chatbot communications from March to May. Consumers have started to use the possibilities of digital to reach brands 24/7 more intensively.
Omnichannel, the most important factor of survival
The pandemic made it clear that the omnichannel strategy is the way to provide consumers seamless and uninterrupted experiences. Brands that are prepared in this regard have especially enjoyed the advantage of using digital channels effectively. Nielsen’s study shows that globally 72% of constrained consumers are omnichannel shoppers. As of May 2020, 66% of global consumers were omnichannel shoppers, with the rates higher in Asia-Pacific (78%) and Africa-Middle East (75%). Omnichannel is an important factor for brands to remain competitive under difficult conditions.
The pandemic reminded the world of the importance of being safe and healthy, and created its own way of doing business and socializing. Especially companies that use digital and omnichannel effectively seem to continue to create ideal experiences for the new customer profile in the near future.