The Future is Unwritten

Consumer behaviours from the pandemic are going remain in flux for years to come. Our advice: be patient.

The author(s)

  • Naumi Haque Senior Vice President, MSU
Get in touch

Ecommerce Insider magazine, Issue 2021 – Things aren’t going to be ‘normal’ for some time. We’re going to have to keep a pulse on how things are changing both locally and globally. Shoppers are going to do this on their own whether retailers like it or not. They’re going to be reassessing their risks constantly. And as the risks of re-entry will be in the back of their minds for a while, it needs to be at the forefront of retailers’ minds, as well.

 In this article by Ipsos’ Naumi Haque, he addresses what retailers are asking about most: which customer behaviours from the pandemic are going to be sticky? Well, that is a difficult insight to offer as many customers won’t know themselves for perhaps several years.

As long as we don’t stamp COVID-19 out globally, customers’ behaviours are going to be in flux. Retailers and brands are going to have to keep tabs on them. The winners, however, are going to be the ones that are adaptable. In Canada, “re-entry” and “normality” were never the same, as a consistent majority believe it will take at least a year, if not more, to establish a sense of normalcy again. Canadian cautiousness will also translate into shopping habits. That means retailers need to continue clearing pathways for customers to get information before they step outside their home: Pre-store product research and reviews. Transparent in-store availability. Easy-to-find general information like store hours, mapping, and protocols. And that makes the omnichannel experience so much more important – now and even in the future.

While this may seem like a huge challenge, retailers should know they are starting from an advantageous position. Read Naumi’s article now, or revisit this on demand webinar exploring the future of e-commerce.

Want to download the full issue of Ecommerce Insider? Click here.

The author(s)

  • Naumi Haque Senior Vice President, MSU

Consumer & Shopper