With the country facing the impact of the third wave of Covid-19 yet again as it struggles to make a complete recovery, the retail companies are trying to figure out the right strategies at this time that will help them thrive. 

There are in fact four key trends that consumer-product firms, retailers, and grocers must monitor in order to drive operational resilience and strengthen customer engagement, according to a report by Capgemini Research Institute (CRI). 

Consumers are Returning to In-Store Shopping but E-commerce Remains Strong 

In fact, the consumer preference for in-store shopping surpasses pre-pandemic levels. In November 2020, 34 percent of consumers said they maintained significant interactions with physical stores, jumping to 67 percent in November 2021 as lockdowns eased, internal and external borders opened up, and vaccination uptake increased. 

Many experts believe this is by virtue of the fact many brands are now providing omnichannel services and retailers are increasingly reaching out to customers through Whatsapp, etc. to directly connect with them. 

For Certain Retail Categories (e.g., grocery and health and beauty), Efficient Delivery, and Fulfillment Services are More Important than In-Store Experience

As the line between online and offline shopping increasingly blurs, shoppers expect faster delivery and a wider range of delivery options, irrespective of the channel of purchase, as standard elements of the shopper experience.

For instance, according to the report, 42 percent of shoppers say that delivery and fulfillment are the most important service attributes when shopping for groceries. This trend of placing more importance on delivery and fulfillment is consistent across age groups, whether or not shoppers have children in their households and whether they live in an urban, suburban, or rural area, according to the report. 

Shoppers are Happy to Order Direct from Brands

This is an expected trend given the boom in the D2C segment. Nearly half (41 percent) of shoppers in our survey have ordered products directly from brands in the past six months, either on a one-time or subscription basis. Of these 41 percent of shoppers in 2021, 12 percent have ordered on a recurring or subscription basis from brands.

Consumers’ Top Priorities are Healthy, Sustainable Living – and Making Purchases that Reflect This

This is another popular trend in recent times as growing concern about environmental challenges and the need to conserve natural resources – as well as greater stakeholder expectations around societal issues – have brought sustainability into the mainstream. 

Moreover, many stats show that consumers are willing to pay a premium for products they perceive to be sustainable. 

In the final analysis, we understand that the retail sector is undergoing an incredible shift, driven by changing consumer behaviors and expectations. Brands and retailers have to respond to ever-changing patterns of customer demand, shifting economic situations, global supply-chain pressures, and, of course, the Covid-19 pandemic. Today’s consumer is shopping in multiple channels, and their expectations of the in-store experience have evolved. 

Thus, it becomes paramount for businesses to take note of these trends and strategies their business accordingly.