7 trends that shape the Customer behaviors post-COVID-19 & Implications for business

Updated: Nov 22, 2020

WHAT'S NEXT? That’s the common question for all businesses since 2020. Since the COVID-19 pandemic took over the world, there’s one thing we can not deny that this crisis has totally changed the consumers’ behaviors, which will finally change the way we normally do business.


In Australia, over more than 6 months in lock-down has redefined the way people spend money. As a business owner, you may realize that companies must come up with new business strategies based on the new consumption traits of your customers and the demand of the market.

Here are seven new global consumption trends in 2021 that you need to consider.


Go digital

Never before had the world seen such strong adoption of digital like this year 2020.

  • The engagement with mobile ad increases by 15% during the pandemic

  • 45% of customers surveyed by PwC indicated that their mobile phone has become a shopping channel since the outbreak of COVID-19.

  • Social media usage consumption rose by 58% (PwC)

In the past, technological devices used to be considered interrupted and distracted the real connection. This perception changed just overnight. The daily users of Zoom ballooned from 10 million to over 200 million in March, and Microsoft Teams added 12 million active daily users in just seven days in the same month. Such digital tools become a dispensable part of human communication.


WHAT’S NEXT for Business?

Embrace digital transformation

Although the importance of having a social media presence has been introduced before, the benefits of online platforms are only proved shortly after the pandemic. With curfews and travel restrictions, your businesses can lose some loyal customers because they cannot visit your physical stores. The one and only solution for retaining your customers is going online.


Before 2019, many businesses may hesitate to invest in Social media or e-commerce. However, since March 2020 when the COVID-19 had taken over the world, adapting Digital is a must for survival. It’s late better than never. If you are newbies to the digital space, here are some steps we recommend:

  • Based on your target audience, set up an online presence on Facebook, Instagram, LinkedIn, or any platform that you think relevant to your business.

  • In case you already had the accounts online, let’s invest sufficiently to bring your brand in front of potential customers. In this case, the social media campaign is a good choice with the combination of social media marketing on Facebook, Instagram, or youtube, together with content marketing that will definitely boost your brand in the digital space.

E-commerce is soaring

  • From the global study of PwC, 63% are buying more groceries online/by phone than before the social distancing, and this habit is expected to maintain even after the lockdown.

  • The 2020 Easter period was one of the largest sales periods in history for Australia for online retailers, according to the report of the ABC.

  • According to the survey of Mintel, 93% of consumers are shopping online since the outbreak of COVID-19.

Because of the restrictions in movement, e-commerce is a convenient way to get their wanted products on time. Needless to say, the pandemic has accelerated an expansion of e-commerce.


WHAT’S NEXT for Business?

Build an e-commerce website

There is no better time to have a website than in 2020. Especially when you’re operating in the retail and hospitality sectors, having a website will drive the online traffic, and eventually convert to sales. Take the example of H&M Australia when they had just launched the e-commerce website in November.

In your marketing strategy that initiates a website, you should bear in mind that:

  • Which platform serves best your business purpose and budget.

  • Your website layout should be compatible with the devices used by your consumers. As indicated in the above surveys, the mobile shopping experience should be highlighted due to the consumption habits of your consumers.

  • Focus on online support and decide how to offer a unique and distinct experience while shopping on your website. Some approaches can be 24/7 live chat, chatbot, or the easy-to-navigate layout.

  • However, the shift to online stores doesn’t mean that you write off the importance of physical stores. Instead, an omnichannel marketing strategy should be implemented to create a seamless shopping experience for your customers when visiting our stores.

If you still have many worries about the e-commerce website, leave your concern for an expert to help you.

From panic buying to mindful consumption

When the news of the pandemic sparked, the world witnessed the sign of panic buying of toilet paper. Shortly after, the lockdown period has brought them to settle down into a new reality and become the “stay at home” customer. Because of the downward trend of the worldwide economy and the rise in unemployment, consumers are becoming more conscious of their purchase.


Your consumers are becoming more mindful of what they’re buying. Food waste, clothes, and other less necessary items are put away from the shopping lists. They shop more consciously and shift to more sustainable options.


7 trends that shape the Customer behaviors post-COVID-19 and implications for business in 2021
Source: Accenture

WHAT’S NEXT for Business?

Customer-centric solution

Mindful consumption has increasingly taken the mindset of worldwide consumers. To afford the change, a customer-centric solution is recommended. This framework is introduced to emphasize the outcome of business activities considering the environmental, personal, and economic well-being of the consumer. The guideline for actions can include:

  • Define the “core value” that drives the consumption habits of your consumers based on data and experiences. Such anchor products or services should be available and within reach of them.

  • Re- access the change in general priorities of consumers, and adjust your marketing strategies following.

  • Train the staff for delivering the best customer service. Unsurprisingly, in the survey by KPMG, 90% of consumers agree that “resolve my issue” is the most important thing to choose a brand.

  • Greener approach in business activities