As retail stores slowly reopen, they will face a new reality of reduced traffic and social distancing. More consumers will be likely to continue relying on digital shopping as well, potentially changing the way traditional retailers operate. Emphasizing consumer-focused marketing concepts will become more important than ever.
According to research conducted by Google, consumers want their shopping experience improved in three primary areas:
- Loyalty/rewards programs: Over half of shoppers want automatic activation at checkout of the loyalty or rewards programs to which they belong
- Relevant promotions and deals: Deals relevant to past purchases are desired by nearly half of shoppers
- Wish lists: A wish list, which allows shoppers to save items of interest to them, is a very desirable feature.
Google also found that shoppers value experiences that save them time when selecting products, provide the best value through a discounted price, and make it easy to find the right product through recommendations from the retailer.
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