These are pretty big danger signs. A strong customer base pre-pandemic will not necessarily translate to one once the outbreak is contained.
Consumer trust in the shadow of the pandemic
You can’t have loyalty without trust, and there are plenty of reasons for consumers to be wary right now.
Concerns around supply chains, safety of key workers, sanitization protocol in stores, and delivery issues are just a few of the reasons that trust in brands is lacking.
In another recent Qriously survey of 7,573 adults from Australia, China, France, Germany, Italy, Spain, the UK, and the USA, we found that, once lockdown measures are lifted:
- 14% of respondents said they would not feel safe at all returning to shops/stores
- Only 20% said they would feel very safe
It’s a polarizing picture, and one that bricks and mortar stores are going to have to address to get their in-person customers back.
And there will be some customers who simply don’t want to come back in person.
Looking at results from the first survey we referenced, we were able to see how customers who’ve recently tried out online shopping feel about continuing to shop that way.
- More than 20% of our respondents said they’ve bought clothes, groceries, or toiletries and beauty products online when they normally wouldn’t have got them that way
- Over 50% of those new online consumers across all categories said they would continue to buy things online now that they’ve had the experience
The real winner in all of this is online clothing retailers. 73% of new online shoppers say they’ll continue to make online purchases post-outbreak. Brands that give consumers a good online experience now could see them returning again and again through the web, even after stores reopen.
You can read more about this data in our recent report: