This article is part of Raydiant’s Consumer Behavior series which interviews top industry experts to better understand the effects that the COVID-19 pandemic is having on consumers, how businesses can adapt to these changes and how it will shape shopping experiences in the future.
The following is an interview we had with Brian Robben, CEO and Founder of Robben Media.
How has consumer behavior evolved over the past 5 years?
BR: Consumer behavior has been rallying on convenience for the past five years. Now with the assumption that products or services should be brought to their front door in one to two days (thanks to Amazon), this expectation is only growing. Nowadays you have to deliver a quality product or service, and do it quickly. That wasn’t always the case.
What are the biggest consumer behavioral changes you’re seeing due to COVID-19?
BR: Due to Covid-19, the new trend is still around convenience but with a health focus. Consumers want contactless payments so they don’t have to wash their hands after using cash or credit cards. They want the ability to immediately cancel flights, events, or AirBNBs with their money back due to illnesses and life events. This requires businesses to raise their game in fulfillment because every inconvenience is another opportunity for customers to leave you for a competitor.
What will the consumer shopper of the future look like?
BR: The consumer of the future will expect perfection in communication, delivery time, product quality, customer service, and return policies. A global economy means they have a limited demand for what seems to be an infinite supply. Even before they purchase, businesses must pass the eye test of imagery, reviews, and product description. So if you want to run a business that lasts, be prepared to be elite or you may not survive.
Consumers are only becoming more informed and picky as each year passes.