During lockdown, 41% of Australian consumers purchased from new brands with 85% suggesting that they will continue to buy from those brands in the future, according to new research from product review and user-generated content provider, Bazaarvoice.
The ‘Behaviour that Sticks’ report found that more than one-fifth (21%) of consumers shopped online at least once a week during lockdown with one in 10 making multiple purchases each week. Almost two thirds (59%) of Gen Z shoppers tested out new product options compared to just 19% of over 65s.
The report revealed that only 15% of Australians plan to revert to pre-lockdown product choices even though 24% only elected to try a new brand because their preferred brand was unavailable. Shoppers who will not continue to buy from the new brand said it was too expensive (18%) or the products lack quality (18%).
Another shopping behaviour developed during lockdown was an embrace of subscription services by one in five Australian consumers, with 80% planning to continue their subscription post lockdown.
Price remains important to shoppers with 35% citing it as the most influential factor in any purchases made in the next three months. The ability to buy products online and stock availability will also be a deciding factor for 15%.
Despite spending more time at home, television advertising remains one of the least influential platforms for a product purchase with just 5% of consumers being swayed by the content. In comparison, reviews and product ratings from other shoppers are more likely to persuade consumers.
Bazaarvoice managing director for Asia Pacific, Kate Musgrove said Amazon has been one of the big winners of the last few months, but the research shows that four out of five Australian consumers are likely to increase their shopping at independent stores, either online or locally.
“This presents a huge opportunity for other brands to win loyalty from new customers as habits change. Younger consumers are some of the most powerful influencers and their use of social plays a large part in enabling customers to share experiences that credit these brands.”
When it comes to shopping in-store, only 52% of shoppers feel comfortable in doing so before the end of October with more than half wary of returning to shop in-store if they don’t trust retailers to maintain cleanliness, while 35% feel transparency of safety and hygiene protocols is critical.
“Retailers and brands must stay in tune with consumers’ priorities over the coming months and ensure they provide store and product information that instils confidence in shoppers. As consumers return in-store, the use of technology to connect online and offline and provide shoppers with product information before they visit will be important. An omni-channel approach not only enables a stronger connection with consumers but also creates a seamless experience,” Musgrove added.