One year ago, the first national lockdown was announced. One year later, we are again under national lockdown and the fashion retail has been identified as the sector worst affected by the restrictions.
In this context, several things have changed. Consumers have started to show a different mindset, they have changed their shopping behaviour and attitudes. Store closures have forced shoppers to become digital consumers, leading to an explosion in home delivery, and click and collect. Our founder believes that virtual consultations will continue beyond the pandemic. She says “Some, but not all, customers found that they love video calls” and she believes that “Virtual consultations could simply become a new middle step in the customer journey to help streamline purchasing.”
The future shopping experience will also change. As our founder says: “When previous lockdowns ended, shoppers flocked back to stores, but they need to feel confident in the safety measures. In the past months “Customers have been very decisive when entering into stores, knowing what they want to buy and coming in to touch and see it, even if they may not be able to try it on,” observes Nightingale. “Once in store, however, they often switch to a more indulgent and impulsive mindset, while also trying to balance fear and protect themselves.”
Customers will need to feel safe and the new pandemic infused mindset will influence their behaviour.
If you want to know more, read the article here.
Image source: Drapers
