The new consumer mindset

magazine
Elena Scarso
10 May 2022

INDEX

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Come ci ha cambiato la pandemia?

We are certainly not the same as we were at the dawn of 2020, nor are the average consumers and their purchasing habits.

Starting from the devices: 78% of the sample, analyzed by Adobe in its 2021 report, said they preferred the phone to the computer for online shopping. And of this 78%, 38% prefer the app to the site. Even now, on the threshold of a return to normality, they find it difficult to return to their original behavioral models, such as purchasing in physical stores. And we’re not just talking about fashion and objects, the food market has also been the subject of a real digital revolution. Online shopping and delivery are just two of the most used models in this sector, which – like everyone else – had to reinvent itself with what it had available, namely the internet.

But why do they continue to buy online, even though the pandemic is winding down? The answer lies in the fact that they don’t have the time to go to physical stores often and pressing a button without leaving their home or office is significantly easier. A promising piece of data also shows that the range of people who purchase via e-commerce has gradually widened, also including those who initially did not consider it a safe method, especially for high-value purchases. So there are no more inhibitions in purchasing from new sites on which you have no experience. Not to mention that Influencer Marketing has multiplied the opportunities to learn about new digital realities. The promotion, paid or not, allows you to learn about e-commerce or services that you were previously totally unaware of.

Around 50% of the sample claims that, despite the end of the pandemic, they will continue to buy online with the same purchasing volume, 44% even plan to increase it. Consequentially, for a business that was born with only physical sales points, today it is essential to guarantee the possibility of online purchasing. And not only that, because the consumer evolves at the pace of technologies: 70% of the analyzed public would like to be able to exploit virtual reality more, because it offers a more realistic imagination perspective (such as, for example, visualizing a piece of furniture inside one’s home, in the desired location). An incredible fact, if you think about the average user: this shows that even the most refined technology, with time and habit, can become an important sales ace.

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Vendere online e farlo bene

But just any e-commerce is not enough: it must be made aesthetically pleasing and functional. It should have clear pricing, persuasive product descriptions, high definition images and overall an optimal user experience. And then follow precise rules in terms of use of color, choice of CTAs, positioning of space and white spaces, definition of tone of voice and much more. Not to mention the absolutely human need of customers to feel special, that is, to find themselves faced with something that can be customized based on their preferences: so let’s see how, for example, the various payment methods and delivery options are rewarded. The degrees of personalization can go further, for example involving the personal data (subject to authorization) of the consumer: two of all, the newsletters with dedicated offers, based on previous purchases, and the reception of promotions when you are near the point sale (thanks to position detection).

Let’s now see what, according to this study, are the most important factors for inducing consumers to purchase in the online process.

  • delivery is fast
  • returns are simple and free
  • the product is in stock/available
  • my preferred payment method is available
  • positive reviews
  • my loyalty is rewarded
  • the online purchasing process is quick and simple
  • I can easily find answers to my questions
  • I can see and try the product virtually

And what are the factors that lead to a quick purchase?

  • the brand informs of any discounts and offers
  • sending a warning about a product that will soon no longer be available
  • the website recommends products based on my past purchases
  • sending a reminder if the consumer leaves something in the online cart or forgets to complete the purchase

Discover the 5 rules to follow for successful e-commerce.

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Non solo numeri, anche empatia

In recent times, in addition to elements of a practical nature such as those just listed, the consumer is guided and involved by the brand when the latter’s values ​​coincide with his own. Values ​​are also useful for maintaining or increasing the loyalty of existing customers. But regardless of the ethical principle on which the brand’s philosophy is based, the true key to understanding this phenomenon lies in empathy. Today, consumers are increasingly willing to get involved in major debates on social inequalities, climate change and working conditions: if the brand manages to make one of these issues its own, with ethics and conviction, the public will be more inclined to trust it returning to purchase. However, be careful of greenwashing and the like: the customer will always be able to discover if a brand is pretending.

What, then, are these values ​​capable of inducing the consumer to trust and purchase from a brand? In order of preference, here they are:

  • sustainability
  • worker well-being
  • clear and law-abiding financial system
  • transparency of the supply chain
  • diversity and inclusion
  • organic ingredients


Sustainability has been one of the hottest topics for several years due to climate change and global awareness.
Therefore, if a brand demonstrates that it has transparent sourcing of products and minimal packaging, it already earns points in the eyes of the consumer. Points that will only grow as environmental protection measures increase, such as a reduced emissions supply chain, economic support for environmental causes, sale of products in recyclable packaging.

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Conclusioni

But after values, what are consumers looking for? They ask sellers and retailers to be sensitive to personal preferences, with online experiences that fit them precisely. They want quality products at reasonable prices, simple and quick purchasing processes, payment and shipping methods that make them feel safe and, in general, to be able to feel rewarded for their purchases.

We have described many features that, when put together, seem like an unattainable goal. Yet these guidelines can truly be the turning point for a brand in terms of engagement and conversions.

Is yours ready for the revolution?

Source: Consumer Research 2022 Adobe EMEA Report
Author: Adobe

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