Major shifts in consumer behaviour are making the world far more complex for both brands and retailers, with the rise of omnichannel shopping seeing the likes of webrooming, showrooming, and social media become core elements of the mix.
And, the days when footfall was driven by creative visual mechandising displays also appear long gone as shoppers increasingly rely on user generated content for product discovery and purchase decisions, while personalised offers are becoming key drivers of sales across multiple product categories.
So says Bazaarvoice’s 2024 Annual Shopper Experience Index, based on a survey of more than 8,000 global consumers, which reveals that omnichannel shopping now reigns supreme: 88% of shoppers want a seamless shopping experience across different channels, with four out of five preferring a blend of in-store and online shopping.
Three-quarters of consumers engage in online-to-offline shopping behaviour where they research products online before buying them in physical stores (webrooming), while three-fifths (59%) do the opposite (showrooming).
Meanwhile, nearly two-fifths (39%) of consumers use social media for product discovery and research, while a third (31%) are purchasing directly through these platforms.
The past three years has ushered in a major change in behaviour. In 2021, over half (55%) of respondents said they never shopped on social media. This year, that number dropped to just 24%. Instagram (69%), YouTube (62%), and TikTok (50%) are used most by Gen Z for product discovery, while Facebook (66%) is most popular for Millennials.
More shoppers are also stepping up as creators; over half of consumers self-identified as creators and are eager to share opinions when rating products.
Last year, half (46%) of respondents identified as “passive consumers”, who tend to follow consumer opinions rather than sharing their own. This year, that number dropped to just 28%. Overall, 86% of shoppers say they engage with creator content before making a buying decision.
In addition, consumer trust in fellow consumers is on the rise: two-thirds (65%) of global shoppers rely on UGC, such as ratings, reviews, photos, and videos in their buying decisions and nearly half of shoppers find user reviews on retailer websites the most influential content when researching the products online.
Gen Z is highly influenced by UGC, with 80% considering it crucial in their decision-making process. However, different generations prefer different content. Baby Boomers rely more on traditional UGC-like ratings and reviews, while Gen Z prefer visual content like photos and videos from social media influencers.
Finally, personalised offers drive 45% of shoppers to complete purchases online. They resonate even more strongly with Gen Z, 61% of which find these tailored offers impactful. Electronics (47%), apparel (42%), and health and beauty (39%), are the product categories for which personalised offers are most influential.
Bazaarvoice chief marketing officer Lam Stanford said: “This year’s study reinforces that to succeed today, brands and retailers must meet their customers wherever they shop – especially on social platforms, where consumer engagement and comfort with purchasing are on the rise.
“The demand for user-generated content is higher than ever, and it’s a powerful tool for creating genuine connections that influence purchase decisions. As consumers shift from passive observers to active content creators, brands have a unique opportunity to harness authentic voices and build trust across all touchpoints.”
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