A Deep Dive into Shifting Consumer Behaviors Post-Pandemic

The COVID-19 pandemic triggered some of the most fundamental changes to the way people consume and businesses operate.

Post-pandemic, the landscape is all about altered consumer behaviors – commerce operations forever changed by innovations developed to address difficulties around lockdowns.

So, let us take a closer look at this pivotal turning point in history, and the colossal dent it made in the retail market:  

The impact of COVID-19 on consumer behavior

To curb the virus’s spread, anything deemed “non-essential” – like leisure spots and activities – experienced a total shutdown and ban. With people limited to their homes (and screens), anxieties ran at an all-time high, which brought shifts in: 

• Purchasing priorities –  Being at home had folks reflecting on what they considered essential. This promoted a noticeable mass transition to healthier choices and home-related purchases that made their “lockdown” life feel as safe as they could make it. 

• Online shopping – E-commerce quickly became a choice for many who could afford it, as it eliminated the stress of going outdoors, standing in long queues, and dealing with consumer limits. Additionally, it provided a way to shop from closed brick-and-mortar stores and explore local businesses that ramped their online presence up. 

• Demand for health and safety products – Since health and safety became the primary focus, people scrambled to stock up on sanitizers, masks, and disinfectants, which pushed demand, bulk-buying practices, and reseller mark-ups through the roof. 

• Changes in payment methods preference – Bills and coins inherently pass through hundreds or thousands of hands. With much of the pandemic hinging on minimized contact at all times, e-wallets such as GCash and Maya became the majority must-haves, largely due to their online transfers and QR (Quick Response) scan features that remedied the concern. 

We see these shifts permanently embedded in our consumer culture today. They add a layer of safety that we’ve gotten used to, and they are just extremely convenient now!

Categories of products that saw a surge

Apart from consumer shifts, everyone’s routines were thrown for a loop when everything shifted to being done from home (if it was possible). As people sought workarounds, there was increased demand for: 

1. Ergonomic office equipment (e.g., ergonomic chairs, desks) 
2. Health and wellness supplies (e.g., supplements, organic foods, and workout equipment). 
3. Entertainment (e.g., streaming services, consoles, games).
4. Groceries and cooking essentials (e.g., fruits & vegetables, bread, canned foods). 

The digital transformation of retail

Consumers weren’t the only ones who changed. Companies took notice of the growing market and competition, so to maintain their edge, they rolled out digital consumer-ready updates like: 

• Food delivery apps (e.g., Food Panda, Grab Food, Pickaroo)

• curb-side pickups
• expanded merchant selection
• Shopping apps (e.g., Shopee, Lazada)

• live selling 
• next day delivery
• fast-replying AI chatbots
• Social media platforms (e.g., TikTok, Instagram) 

• product links embedded in the content
• profiles can be directed to the marketplace 
• ramped-up date-specific sales (e.g., 9.9 sales)
• Retail brand apps (e.g., Adidas)

• virtual try-ons using augmented reality (AR)

Challenges & solutions for retailers in the post-pandemic world

These changes weren’t without their challenges of course. Examples of these challenges (and the solutions) are:

1. Meeting customer expectations

Solution: Set expectations beforehand by advising customers of concerns: “lighting can impact color appearance in photos” and “delivery delays due to flooding or typhoons” are prime examples of communicating expectations with your customers. 

2. Keeping up with AI (Artificial Intelligence) and ML (Machine Learning) advancements 

Solution: Hire specialists for innovative, insightful solutions to improving virtual shopping experiences. Also, it is imperative that you keep an eye on reputable journals for the latest buzz! 

Keeping up with the shifts

Even though we have collectively progressed past the pandemic era, with store shutters back up and malls brimming with signs of life (and heavy foot traffic), the rise of the pandemic buyer will forever remain a monumental chapter in retail history; with this era ushering in major changes and being responsible for why e-commerce is now an integral part of transforming so many Filipinos lives! 

As you continue to navigate the ever-changing consumer world after a huge post-pandemic shift, let a public relations and digital marketing agency guide you. Work with NGP-IMC today.