The transition from pre-pandemic to post-pandemic deserves several analyses. How buyers behave is one of them. cWith data from two studies, we took a selfie of the subject.

Por Rodolfo Pollini

The IBM Institute for Business Value (IBV) published a survey conducted in September last year together with the National Retail Federation (NRF) of more than 19,000 people in 28 countries. The technology to navigate reality in a different way, the expectation that brands do the same, and the perception that there is no big difference between buying on and offline, seem to define today's consumers.

Those who choose products and brands based on how much they align with their values ​​represent 44% of consumers, who see digital tools as a necessary part of the shopping experience, expect stores to be digitally enabled and for brands and retailers to combine physical and digital channels. Generation Z (Internet natives) use hybrid shopping more than any other generation (36%) and are the primary purchasing method for 27% of all consumers.

Controlling the shopping experience

According to analysis by the IBM Institute for Business Value, 72% rely on stores as part of their primary shopping method, but supply chain disruption and talent shortages are putting pressure on retailers and businesses must be more creative and efficient. In response, more than half of retail (58%) and consumer products (55%) executives are focusing on adapting more quickly to changes in demand.

Consumers to power!

According to Zebra Technologies' 14th Annual Global Consumer Study, Consumers want to shop their way, look for alternatives to the store, or want more intuitive experiences. The majority of executives (92%) reported that more shoppers are placing their orders via mobile means. The rise of omnichannel shopping amplified those expectations and placed more demands on inventory and operations.

77% of shoppers have used mobile commerce, up 7% from 2020 and up 15% from 2019. 69% prefer a combination of in-store and online shopping, and do-it-yourself is already a necessity: the majority of shoppers (58%) agree that the information they need can be found more efficiently on their smartphones than by asking store staff.

The local color

A 2021 Kantar study showed that in Argentina there were almost 21 million online buyers. Contrary to what is assumed, and compared to 2020 (in full isolation), everyday online buyers increased only 1%, while now the occasional ones are more: they went from 36% to 42%.

Which activities were carried out the least during the second half of 2021?:
purchasing groceries and food online, purchasing footwear or clothing, watching television or movies on demand, and online banking. This may be explained by the gradual return to pre-pandemic activities. During 2021, Argentine online shoppers went out to eat more, went to the movies more, and visited more physical footwear and clothing stores.

The profile of the daily online buyer is ABC1/C2 (61%). They are both women and men between 35 and 44 years old and generally from the AMBA region, where there is more online offer.

In 2021 there were more online buyers, but less frequently. While the main disadvantages of online shopping continue to be not being able to see the product, shipping costs and delays in delivery, in recent years there has been an improvement in product arrival times.