After months of lockdown throughout the world, nations are slowly beginning to lift restrictions as the threat of COVID-19 is gradually being contained. During the lockdown period, consumer shopping habits have experienced a drastic change. Research conducted by Adobe reveals that despite the economic damage caused by the pandemic, consumers remain positive about the future outlook of brands and business.

Simon Dale, Managing Director, Southeast Asia, Adobe, commented, “The outbreak of COVID-19 has accelerated a broad shift in APAC consumer behaviours and attitudes that have been in the making for some time. It is clear from the results of the study that brands that are nimble in pivoting to this digital ‘new norm’ will be able to create deep and enduring brand resonance while helping their customers feel truly supported. Marketers will need to pay close attention to their customers and ensure that they adapt their CX strategy to address different groups with relevant messages, more so now than ever.”

According to the report, some of the major concerns that affect consumers include personal health, job vulnerability, and the economy. While almost all consumers surveyed (95 percent) are willing to wait out the continued restrictions, only 61 percent agree with the continued lockdown measures, signalling an eagerness to resume life per normal.

Interestingly enough, despite the lockdowns causing consumer shopping preferences to shift away from brick and mortar towards online shopping, a large number of consumers (70 percent) still believed that they would like to purchase grocery items in person. The report found that it was mostly the younger people who would prefer online purchasing and home delivery. However, despite this preference, these younger consumers still held a desire for in-person purchasing.

It appears that marketers have done a good job at keeping brand sentiment relatively positive during this time – the vast majority of marketers feel that organizational communications have been authentic (94 percent) and have resonated with customers (92 percent). Over half (55 percent) of consumers found utility in brand-related COVID-19 updates they were sent, with 69 percent requesting said updates in the future.

As we head into the future, organisations are adjusting and transforming their long-term strategies to respond to the new nuances in customer preference. By meeting the new expectations of the consumer base, businesses will be well on the way to recovery.


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