A global perspective is needed to understand the impact of the COVID-19 pandemic and to leverage the opportunities it brings to food retail. BrandLoyalty and IceMobile activated their unique global network in food retail to study consumer behavioral changes resulting from COVID-19. In contrast to most studies around COVID-19, this study emphasizes the qualitative insights and highlights the 'why' behind consumers' actions. This approach gives a peek into the 'new normal' of food retail and shows which consumer changes are temporary or permanent. Read further to discover the 5 crucial themes to stay relevant after COVID-19 and to request the full report.
After a crisis situation or other big life events, people re-evaluate all levels of Maslow's pyramid to make sure that their lifestyle and (purchase) behavior still fulfill their needs in their new everyday context. Besides the direct effect of COVID-19 on the 'new normal' there are indirect effects and life events such as divorces, a baby boom, unemployment and job changes. Also, social rules and our perception of value have changed.
Since the impact of the crisis is so immense it will take a while before consumers will go up to the higher levels of the pyramid again. Retailers must consider how their offers and services comply with consumers' new normal of the 3 lowest levels of the pyramid. How can food retailers best respond now?
The second level of Maslow's hierarchy is about safety and security needs, such as feeling secure, having shelter and having financial stability. Often, this second level of needs, combined with its first level, are seen as the basic needs for humans. In a time of crisis, people look for things that create trust. Therefore, they try to stick to habits and structures they are familiar with to keep this feeling of security.
Nostalgic hobbies create a feeling of being safe and secure. Therefore, not surprisingly people started with nostalgic hobbies, like playing board games, puzzles, embroidery, (spool) knitting, but also listening to music from the '50s to the ’80s, like the Beatles. How can food retailers leverage nostalgia to make consumers feel safe and secure, in the short term as well as in the long term?
Consumers gained diverse experience with the use of different digital services, like the self-scan, mobile or contactless payments, or ordering online. However, not all experiences are that positive. Loyal online shoppers feel disappointed as they are not able to reserve a delivery time slot while first-time users of digital services have an awful start as digital systems are under high pressure.
Consumers who used to enjoy their grocery shopping trip, now experience less pleasure when strolling through the supermarket. They experience it as stressful, hard to keep distance with the narrow aisles, long queues, and the fear of being affected by other visitors.
How can food retailers reward loyal online shoppers, regain the trust of consumers in stores and make grocery shopping an enjoyable trip again? And are consumers' shopping systems changed while they are ensuring their own safety?
Since COVID-19, consumer behaviour has changed and businesses need to revolve around this 'new normal' to stay relevant. By conducting qualitative and quantitative researches, emphasizing on the 'why' behind the results, we're shaping loyalty to this new era. We'd love to weave our experiences in research and loyalty with your efforts to meet shoppers' needs. To gain more insights into the new normal in food retail, feel free to request the full report below. For any outstanding questions or to discover the possibilities for tailored research or solutions, please hit the 'More information' button below.
To learn more about the 5 themes retailers must consider to stay relevant after COVID-19, please reach out to your BrandLoyalty contact person or send an e-mail via the button below and receive the full report.Contact us now
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