Omnishopper | insight / New online consumers’ behaviours
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Omnishopper / Commerce  / New online consumers’ behaviours
11/06/2021
In Commerce, Insight, Omnichannel, Online

New online consumers’ behaviours

Buying behaviours and expectations towards brands have been disrupted with the acceleration of the digital world. In addition, the transition from a service economy to an experiential economy requires companies to have more excellent knowledge of their consumers.

 

The latest data collected by the Osservatorio del Politecnico of Milan and presented during the conference: The new balance of omnichannel in the pandemic; showed some changes in consumers’ behaviours. For example, 40% of Italian e-shoppers have purchased new products in different touchpoints since the beginning of 2021.

Before the health emergency, we have to witness a change in consumption habits yet. In particular, the integration between the various physical and digital channels in the different purchasing phases favoured the diffusion of the omnichannel approach.

Consumer expectations have changed; many people have bought new products and tried new etailers without precise logic. Between 2020 and 2021, these trends strengthened even more, leading to hybridization between the various environments and the different channels.

During the conference, the president of the Netcomm Forum Roberto Liscia intervened by identifying five types of consumers:

    • Contemporary Consumer is generally a young consumer who buys both online and offline with no preferences. It prefers to trigger relationships; in fact, during the pandemic, he compensated for the lack of offline shopping with greater use of social media.
    • Fast Shopper also buys online with medium-low amounts. Generally, it is a woman over 45 with little technological education and a low educational qualification.
    • Offline Buyer (Traditional) prefers to buy in trusted stores for small amounts. It includes very young consumers or those over 65 who live in small and medium-sized centres. 
    • Omnichannel Shopper is interested in the convenience/speed of the purchasing process and the retailer’s catalogue. It could be both men and women who live in big cities, able to alternate moments of online and offline purchases.
    • Digital First are high-value customers with a tendency to buy back online. Generally, it is a man in his thirties, and over 55 who lives in big cities. These consumers have a high level of education and an excellent technological endowment.

 

The primary trend highlighted in the research is a consistent shift of purchasing behaviour from a predominantly physical or omnichannel approach (both online and offline purchases) in favour of a “Digital First” (online purchases only). 

Purchases in the eCommerce world have also become essential for those who did not usually shop online. This makes it necessary to customize the shopping experience, exploiting the potential derived from technological innovation and data collection.

 

However, customer centricity is only possible after a careful analysis of the information derived from shopper behaviour and the transformation of data into insights that can add value to the construction of the experience. In fact, among all the consumer profiles identified by the research, the common feature is the desire for immediate satisfaction. Therefore, companies must create simplified purchasing paths that can meet the needs of an increasingly unpredictable and changing consumer.

 

 

 

Contact us to discuss with us how the Consumer is changing and how we can build a compelling consumer experience together: connect@omnishopper.co

 

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