Online Shoppers Are Getting Brave

Something which has became clear since the Covid lockdown is that online shoppers have became braver, they are not more likely to diversify into purchasing from alternaive brands. This means that long term brand loyalty has been affected by Covid.

The challenge is for these brands to build brand loyalty with these new customers to ensure long-term success and to increase the customer lifetime value.

Consumer Data

Research from Bazaarvoice says that 39% of consumers are buying from new brands and that 88% will continue to buy from them after lockdown. The data has shown that younger people have been shifting more with 62% of Gen Z trying new brands and with 25% of over 65’s having shifted.

Since lockdown it’s no surprise that shoppers are mostly bying online, with 46% of shoppers buying online at least once a week, with a fifth purchasing more than one product.

Paul Hitchens from the Chartered Institute of Marketing is not surprised.

“Online provides a receptive environment for brands to introduce themselves to consumers in the absence of a habitual choice,” he says.

“If a preferred brand is not available, then an alternative could potentially satisfy the need. Working from home has made us more creative in the kitchen, attentive to our homes and appreciative of our outdoor spaces, inviting awareness of new products and services.”

Course director at the Chartered Institute of Marketing, Paul Hitchens, is not surprised consumers have become more confident about trying new things.

He states, “Online provides a receptive environment for brands to introduce themselves to consumers in the absence of a habitual choice,”