Has the social distancing economy created a new consumer?

"Were it not for venturing into uncharted territory - page two of a Google search - those consumers would never have stumbled across several pure play retailers with abundant stock, willing and able to help ameliorate the sometimes surprise shortages caused by the Covid-19 crisis."

"According to a Criteo survey, most of us took up a pastime, and did so through a new brand with which we had never previously interacted. "Our results showed that 85% of those who found a new brand are planning to purchase through them again," says Marc Ó Fathaigh, country manager at Criteo. "These new online shoppers are certainly here to stay. And in terms of stickiness, it's all going to come down to knowing who your customer is and being able to identify them.""

Lockdowns and product shortages pushed many consumers to search beyond top results and find niche online retailers that had stock of essentials and hobby items. Consumers pursued pastimes such as home exercise, painting, and gardening, often purchasing from brands they had not used previously. A Criteo survey found that 85% of shoppers who discovered new brands intend to buy from them again. Retention depends on brands' ability to identify customers and deliver value. As high-street browsing declines, success will depend on ecommerce innovation and brands filling gaps left by physical retail through targeted experiences and inventory availability.

Read at The Drum