The ongoing challenge for many brands and retailers to achieve a seamless, multi-channel shopping experience has been intensified by coronavirus. During lockdown there has been an inevitable surge of consumers shopping online, raising expectations for a consistent brand experience in store.
Many consumers will have experienced the following when shopping online during lockdown:
- Visited brands websites for the first time and seen/ experienced new things, many of which they will have liked and enjoyed.
- With more time available, explored brand stories further and spent time looking at new content or learning about products.
- Been bombarded with brand ‘impressions’ on every channel, as brands and retailers embarked on a ‘digital land grab’ to capture available sales.
- Exposed to even more styles and ranges with full product details and specifications immediately to hand.
- Experienced an immediate understanding of stock availability.
Although exposed to rich content online, many consumers will have experienced frustration around product availability and delivery timescales. Some consumers will also have missed the added dimension of physical retail and the experience and interaction it provides.