Retail & ecommerce.

Retail marketing strategies need to adapt to changing consumer behaviours

Research exploring the effects of the pandemic on ecommerce are showing a shift in behaviours and expectations from consumers of all demographics. Those who previously preferred to buy in-store, have now experienced and enjoy the simplicity and convenience of ecommerce, encouraged by a period when online shopping was the only option.

Since the restrictions ended, retail marketing trends are continuing to show increased popularity for ecommerce. Ambitious brands need to prioritise developing and enhancing their online experiences. 

The traditional retail market is still a tough place to be. The growth in ecommerce, coupled with these changes to consumer buying behaviours during the pandemic, are leading to many retail brands re-thinking their marketing strategies. But, ecommerce is also not the answer alone, it’s an ever crowded market increasingly dominated by Amazon, and a growing number of manufacturers stepping into the direct to consumer environment.

But there is opportunity for the brands that can get their marketing strategies right. Those who are ambitious and really think about how to create a brilliant customer experience, are fluid in their approach to channels and are willing to think about a seamless customer experience across digital, out of home and in-store where they can.

Naturally, across retail sectors the needs and requirements of consumers will differ. And that’s where the value of conducting research to really understand retail consumers will provide the insights to elevate a multi-channel approach that’s targeted to the right people.

What are the future trends in retail marketing?

Of course, price is still critical, but as Google’s recent research into purchase behaviours and decision making in shopping found, there is an increasingly important ‘messy middle’ when brands need to work really hard to give consumers fewer reasons to go elsewhere as they flit between the ‘explore’ and ‘evaluate’ phases of their purchase. It’s in this space that retailers who adopt an effective ecommerce marketing strategy that embraces omni-channel thinking, whole customer journey planning, and defining the role data-driven personalisation and AI can play will win out.

Our experience in retail and ecommerce marketing strategy

We have helped a number of ambitious brands define their ecommerce and marketing strategies and helped them grow, managing their ongoing ecommerce, campaign and digital media. Brands include Furniture Village, TCMM Shutter Group, Pet Drugs Online, Dartington Crystal, All Saints and Timberland.