“People Just Click ‘Buy.’ They Feel Like They're Missing Out, So They Buy. They Buy Immediately.”
The Resonance Test 84: Consumers Unmasked Home Insights with Jen Jones and Mario Crippa
Home, they used to say, is where the heart is. Now it’s also where people do an enormous amount of shopping. We learned all about this in the latest installment of our most recent Consumers Unmasked report, and our experts—Jen Jones, the Chief Marketing Officer at commercetools, and Mario Crippa, Head of the Physical Experience Practice EMEA at EPAM Continuum—employ these insights to fuel an animated conversation with Resonance Test producer Ken Gordon.
The group talks about a number of relevant issues including how small local retailers are transitioning in the post-pandemic world. “Many local retailers built strong relationships with their customers and their communities throughout the pandemic,” says Jones adding that they must be sure to “build on that and extend that relationship into our post-pandemic world” because “We all know that consumers have very short memories.”
This is seconded by Crippa, who says that after the pandemic, “We all need a little a little bit of human touch, some human contact,” and that small local business are well-positioned to reach out. They definitely have the ability “to come up with better propositions or sharper positions,” to “show off their values, what they believe in.”
As an example, Jones talks about a local restaurant that sold curbside family pickup meals during the pandemic: ”They've sort of shifted that to a pick-up-on-your-way-home-from-work [offering] and have a nicely prepared meal with instructions.”
Jones and Crippa think through the falling value of being able to physically view products.
Crippa says “the entire way to create desire has changed,” with the advent of product drops and the continuous digital campaigns consumers encounter. “People just click ‘buy.’ They feel like they're missing out, so they buy. They buy immediately.”
Jones suggests that smart online retailers employ a combination of “emerging technologies, which are continuing to improve and evolve, plus great customer service” and that together this “can basically eliminate the need to see something in person.”
The conversation also looks at how Amazon—“one of the very few companies that is basically a bank of consumers desires,” Crippa says—has been approaching home shopping (“They're testing, testing, testing to see what sticks and then rolling it out to a bigger market,” says Jones).
They even touch on gaming. Says Jones: “people are leaving their houses again doing other things like concerts and travel; that would take you away from being at home gaming.”
So many insights, at no cost to you! Bring them into your home. Just hit “play.”
Resources
Curious about our research? Read Consumers Unmaksed: Stage 3.
Host: Alison Kotin
Engineer: Kyp Pilalas
Producer: Ken Gordon
