Revenge Spending

In 2021 consumers are ready to take revenge on the pandemic and spend pent up savings.

Vaccines and stimulus checks have people thinking of moving toward what we used to think of as normal. Vaccinated seniors are setting the trend to get even with the pandemic by spending money and getting out. They call it revenge spending.

Attending events, going shopping, and travel are rising to the top of consciousness.  People want liberation. 

Revenge spending will typify 2021

Last week an article came across my desk about “revenge shopping” as a rebound from the pandemic. At first, I laughed, then realized I had participated.

It turns out that in China, one of the first places to reopen their malls, sales spiked through the roof. Not only were they buying basics, but they also went for luxury items like Louis Vuitton bags.

After the January stimulus checks started going out, department store sales increased 21% in the US. 

Tired of wearing sweatpants, chasing kids, and working from home, women want to go out. They want to dress up and wear something new.  Even the trip into a store is starting to sound exciting.  

Depending on location, online shopping is still the norm. I ordered something last week and actually went into the store to pick the item up and try it on.  It was just the sales staff and me, which felt a little odd. Changing room signs proclaimed: Freshly Sanitized. It felt so decadent and liberating even with social distancing and wearing masks.

That’s just the tip of the iceberg.

Bloomberg reports that during 2020 many people saved money. No trips, events, or outings. Lots less discretionary purchases. They estimate there is $1.7 trillion waiting to be spent.  

It’s time for businesses to get on board in the right ways for the coming surge.

Consumers are ready for revenge.

I dove through every report I could find on this topic, and there are many reports and articles out there.  It won’t happen all at once, and the timing will be different based on location. But based on conversations with clients, colleagues, and friends, people are ready for change. 

Businesses in the hardest-hit sectors, like restaurants, hospitality, and apparel, are ready too. It was a very long, tough 2020.  

I also researched how our buying patterns have changed and what we expect from businesses moving forward.  There are some shifts that effective marketers are already implementing, and it can help your business too. 

One thing to keep in mind

Consumers are tired of the sea of useless information. Regardless of where your content is, it must have value if you want to keep their attention.  Value equals helpful information.  

I replied to an email a company sent me complimenting them on its content.  It provided useful information on an alternative way to deal with seasonal allergies. Something they don’t even sell!   Unheard of— but very refreshing.

Today’s buyer is looking for authenticity and value.  We also are craving connection. For most of us, it’s been too long since we’ve visited with family and friends.  Without social media and virtual visiting, the year would have been much worse.  

Ramp up sales with these three techniques

To maximize sales, we need to engage and connect with customers where they are looking for information. That means now, and we need to make sure and have the right presence the right way on social media.  

We need to have conversations with prospects. We need to respect what they are looking for, including the increased focus on social consciousness.

Social media

Dependence on social media grew in 2020, and we started using it in new ways. Pre-pandemic social focused on status updates—things like sharing selfies, where we’d been, and what we’d done. 

Today that’s shifted to social being a key place to find solutions. Have a question? Someone has an answer, just post it. Need a solution? Social is where we go.

We want those solutions to reflect our increased need and desire for value and wellbeing. Users need simple ways to cope and manage stress, working from home, parenting issues, or managing a flex work schedule.  They want to know how to take a vacation in the COVID environment.

If you or your product is a solution, you need to be on social media and help them find you. That means more than having a Facebook business page with periodic product posts. It means having conversations.  It even has a new title…

Conversational Commerce

When we were forced to shift to online buying, we lost something. We lost connection with people, and we lost the ability to ask questions or get advice.  When you go into a store, there is usually someone you can ask.  Online? Not so much. 

Conversation Commerce, also called C-Commerce, (CC), is working to fill that need.  It’s considered any way you connect with your buyers using conversation.  

Your CC could be an AI-driven chatbot, a person you can chat with online or via phone, or another messaging program like WhatsApp. Even Alexa is included because of the way you use words to tell her what to do.

The process puts the customer in control. They reach out and initiate the conversation. They hope you will guide them to the right purchase. If no one is there or doesn’t respond promptly to messages, they’ll look elsewhere.

As the quality of these interfaces increase, the process will become even more valuable.  If you’re stuck with a poor-quality chatbot, replace it or go back to a person.  

IT Cosmetics uses live chat. Their phone lines and chat lines are open 9-5 Eastern, six days a week.  If you’re on the opposite side of the country, it’s not a perfect answer, but it’s better than a chatbot that has limited capabilities. 

If your chatbot can only respond to specifically limited choices, the shopper is left stuck and frustrated. It feels like going into a department store with no salespeople. If you can’t get the help you need, you leave with a negative feeling.

Globally, 84% of people surveyed said customer support is equally essential to what is sold. That makes it critical to get conversations going and help your shoppers.  

Revenge shopping will embrace social consciousness

2020 brought lots of changes, including the trend for social consciousness. From mental health to equality, social justice, caring for the planet, and inclusivity, it’s all part of the package. Awareness is accelerating even more in 2021.

Social consciousness isn’t something a business can afford to ignore. It’s not going to go away, and it’s part of the new normal. Hiding your values isn’t a path to success.

Sharing your position is also a way to connect more emotionally with buyers. When you develop and share a mission-driven campaign to help people or the planet, you build connections. They become your avid fan because your message resonates with them.   

Getting prepared with social media, enhancing conversational commerce, and embracing social consciousness will position you to tap into the coming spend.


Looking to increase lifetime buyer value, build sales, and more engagement? Let’s have a quick chat. You can message me: Judith@jculpcreativecopy.com

CLV–Buyers Need More than a Receipt

CLV is a Customer’s Lifetime Value. It’s how much they make you in the time that they stay a customer. Focusing on CLV means you keep them longer and have a higher ROI.

Many business platforms are set up to allow an automated response for a purchase.  To maximize the buying experience for the customer, this should be the beginning of a nurturing conversation…not the end. It’s a perfect opportunity to start building a relationship that will lead to more sales and a loyal long-term customer.

A series of emails? 

I was recently working with a business manager who hated getting emails.  He was the techie type and a very straight-forward type of buyer.  

“I get tons of emails every day. Just send me the receipt and let me get on with work. I hate getting a series of emails,” he told me.

“I have a question for you. Who are you selling to?”

“You know that,” he grumbled and sighed. “Mostly women salon owners looking for supplies.”

“It’s been my experience women buy differently from men. We know they think differently.”

He laughed. “That’s an understatement.”

“How quickly do they tend to go through their supplies?”

He paused, thinking about the answer. “Some customers buy almost monthly, others it might be three to six months.”

“Okay, why don’t we do a split test and see whether a single email or a series results in more orders or sales over the next six months?”

He nodded. Analytics made sense to him.

We targeted new customers. When we reviewed the analytics six months later, he was surprised at the higher level of sales from the group that received the series of emails. It is always easier to keep a customer than find a new one.  

What I’ve learned about CLV…

It’s been my experience that caring for customers pays off with a much higher and longer-term customer lifetime value. I saw it in my clinical service practice. In consulting and coaching clients on products and services they could benefit from. The experience has been repeated in over 20 years of e-commerce. They aren’t just a list of customers…they’re an online family.

As a business owner who had to deal with purchasing from the other side of the table, those same qualities impacted my decisions.  My buying and customer support experiences had me leaving or staying with suppliers for years.

People like easy.  When we find a business that we like, trust, and feel they respect us, we stay with them. Every positive experience with that business reinforces those feelings.  

One secret to enhancing CLV success.  

To maximize your results you will need to split your audience. First-time buyers need more nurturing. Repeat buyers like to hear from you but need a different type of nurturing and information. 

Give each segment its own thankyou sequence. 

Convert new buyers to loyal customers to increase CLV

The initial buying experience sets the tone with new customers.  They are hungry for information. Since most businesses don’t do a sequence…just a receipt, you set your business apart.  You give more value. Give it without expectations, (they can sense the difference) and it’s cash in the bank. Keep each email SHORT! You know they, like you, have full inboxes. Keep your emails brief and useful.

Thank you email 

The receipt email should be warm, friendly, and personalized.  Thank them for their order and share key information. New buyers all have similar questions.  How quickly will it ship?  When can I expect delivery? 

Include links to articles or blogs on your website to bring them back again.  You don’t want them to forget where they purchased. 

Suggest they white list you so they make sure not to miss the free bonus guide and additional information you’ll be sending.

Free bonus guide

Some businesses start throwing discounts to buyers. At this point, they would rather have information.  Share a free bonus guide or graphic. Answer questions they may not have thought of yet.  Maybe use your FAQ sheet and share them as bullet points.

If your product or service is complex, you may have a lot of questions that people ask, split the information into a couple of emails.

This email can go out one or two days following the thank you email  

Maximize your results

Everyone likes to get the most out of a purchase.  If there are tricks to having a maximum benefit, share them.  

If your product has a “how to use” protocol, it’s great to get this into the hands of the customer on or before the arrival of their order. This maintains the excitement and lets them know you are really trying to help them.

This email can also help them have realistic expectations with and for the product.  Weight management doesn’t happen overnight. Supplements take time to have their impact. 

In 2020, with major ordering online, I realized a lot of vendors don’t include much information or an adequate instruction manual. You end up having to go back online and Google how to use it.  That’s a pretty mediocre buyer’s experience.

Give them the information they need and more. Over-deliver value.

Follow-up 

Once their package has arrived, it’s valuable to followup with the buyer.  Ask if they have any questions.  Let them know how to reach you to get those questions answered.  A rapid response email or phone number where there is a live person, please.  You’re trying to bond with them…not drive them away.

Testimonial request

Some businesses like to combine this with the follow-up.  Give them a week or so to use the product before letting them know you’d love to hear their experience.  

Other customers may make their buying decision on these testimonials. It’s more helpful if the buyer has actually used the item.

Make it easy for them by providing a link where they can post. Let them know you appreciate their time doing so.  Perhaps a bonus of a small discount or free shipping on their next order by a specific date.  

It’s time to ramp up your CLV

Heightened Customer Lifetime Value makes a huge difference in the bottom line of your profit and loss.  It’s a marketing game-changer. Once done, the sequence can work for you for months or years.  That’s a high return on the investment.  If you’re just sending an automated receipt, you’re leaving money on the table, and customers who don’t know if you care about them.   www.jculpcreativecopy.com  . Let’s problem-solve.

Relationships First for 2021

To maximize your business success in 2021, you need to look at how you connect with your prospects and customers.  Think of them as family, treat them as the best possible version of a family. It’s about building relationships first.

I recently had an experience on a social media channel that you might have had yourself.  

Pitch forward marketing

Someone reached out to me to connect.  It was a woman whose interests were in my niche. Her message said, “I think I have something you might be interested in.” How could she know that? She didn’t know me.

Being someone who is generally friendly and open to networking, I accepted her invitation. My acceptance triggered another message from her that was a pure pitch.  And it was the type of offer that I always steer clear of.  A business opportunity that doesn’t resonate with me.

In her response, she asked, “are you familiar with XYZ? They are the company I work with”

I responded, “Yes, I’m familiar with them. I’ve had numerous people try to get me to participate in this. Not interested. Thank you.”

She didn’t try to get to know me nor build a relationship. If she had, she might have picked up this isn’t my direction. She took afront at my lack of interest. She lost the opportunity for a relationship. While it isn’t something I would do, she will never learn if I know someone who might be interested.

I’ve practiced relationship selling for years

I’ve always practiced treating people with respect and TLC. This is essential to earn their trust and long term business.  I’ve practiced this for over 25 years. 

Recently, I had the opportunity to participate in a virtual summit where some of the greatest minds in marketing shared their best thoughts for 2021. Marketing giants you might recognize. Bob Bly, Brian Kurtz, Kevin Thompson, Eric Partaker, and more.  

Each had their own version of the “One Thing” to keep in mind for 2021. Yet, they were unanimous in their conviction on the importance of relationships as we move forward. 

Relationship versus transactional selling

We shouldn’t ignore…relationships are opposite of transactions.

Transactions are all about the short term sale. Relationship selling is about connecting, engaging, and focusing on helping the buyer find what they want and need. The differences are huge. 

Think traditional used car salesmen, versus an automotive consultant.  Used car salesman were pushy. The don’t listen, they sell.  Get the deal no matter what. It got them a terrible reputation.  

Our automotive consultant doesn’t show the prospect anything until they have listened to the customer.  They actively listen and then help the prospect find what they are looking for.  

If we have a great buying experience, we are far more apt to return to that business the next time we have a need.  We look forward to hearing from them because they “took care of us.” they didn’t try to rip us off and sell us what we didn’t want or need.  Customer-focused.  

3 Techniques for relationship marketing

Once you have embraced prospects as an online family, you’ll engage with them differently. They aren’t just names or emails, they are people you want to help. For the best success, you need to be very clear on your purpose and your goals.  From there you need to give, be open and sincere, and see every touchpoint as a relationship event.

Give abundantly

Focus on how you can help/serve others. Give abundantly. Information, inspiration, and value. People respond when we give our best.  Focus on connecting with people who want what you are offering and give them your best.

Peloton has this down perfectly. Peleton offers high-end fitness gear. Their focus? Athletes committed to fitness. They know exactly what their customer wants. Peleton makes sure they provide it.  They focus on reaching their target market. Targeted quality versus quantity in marketing responses.  They only want the very committed in their inner circle.

This is an expensive brand with a high entry bar. This means members are more committed. The more we have to pay to access what we want, the more committed and engaged we become. The more we will connect and use the “value” the business has provided. 

Their customers are more successful in reaching their goals and more apt to stay with them long term.  They have a much higher lifetime customer value. 

Be real, open, and sincere to build relationships

If you aren’t real, open, and sincere with your audience, they will know it. In today’s world, people look for businesses that are supportive and transparent.  They don’t try to hide things by withholding or dodging issues.

Customer service quality is paramount in the mind of today’s customers. Let them know how to contact you and when they can expect a response.  

2021 will have continued unique challenges. We have to be nimble and quickly adjust to rapidly evolving situations.  Being open and honest with your audience will keep them with you as you have to make changes. 

As a consumer, I don’t mind that your business had to change my packaging due to shortages. Please, just let me know. If the regional weather or other issues are impacting shipping and delivery, let your customers know.  Customers like to be in the loop.

Social and environmental positions are also something that most customers respond to. They want to know how you’re helping others and helping the planet.  If you haven’t added them, share them via social channels and on your website.

See touchpoints as relationship events

Every time you reach out or connect with your audience, it’s important to think of it as a relationship event. Don’t think list building, think relationship building. Don’t think transactions, think connectivity and engagement.

Relationships encourage a two-way conversation. Invite them to respond and interact with you. 

Be aware of what competitors are putting out there. Look for a way to present your message a little differently to increase engagement.  Keep in mind that members are much more engaged than a general audience.  The easier the access, the lower the level of active engagement.

Businesses that make relationships their focus have the most loyal clients and fan base to help share their message. Their ROI and lifetime customer value will be higher than any transactional approach can achieve.

When I work with clients

I start with a review of what they publish on their website and social channels.  I look for the level of relationship building. Then help them see opportunities to increase value to customers. This always converts to an enhanced lifetime customer value.

Conversational Commerce

Ogilvy’s Social.Lab recently published a report on “conversational commerce”. In 2020 more people than ever are choosing online. They buy groceries, shop, and connect with friends.

It uses chatbots or humans. It also uses language interfaces like Whatsapp and like Alexa to communicate with customers. Businesses are using it to set themselves apart from their competitors and enhance customer service.

The key takeaway? Be useful, be relevant, be trustworthy in every customer interaction.

Ogilvy’s Social.Lab recently published a report on “conversational commerce”. In 2020 more people than ever are choosing online. They buy groceries, shop, and connect with friends.

It uses chatbots or humans. It also uses interfaces like Whatsapp and like Alexa to communicate with customers. Businesses use it to set themselves apart from their competitors. And to enhance customer service.

The key takeaway? Be useful, be relevant, be trustworthy in every customer interaction.

You can request the full report from Ogilvy Ideas

Empathy Marketing – 3 Steps to Engage

We need the buyer’s “why”

In today’s world, it is important for your brand’s success to engage customers with empathy marketing. You need to employ empathy and communicate your understanding and caring about your customers, your staff, and your planet.  

It’s what today’s buyers want and are increasingly coming to expect from those they do business with. Yes, back to the pillars of wellness – personal, social, and global. 

Initially driven by millennials, it’s being embraced cross-generational.  Less transactional, more emotional connections. It puts what the customer values over business sales.  

Route.com said it well… “What empathetic marketing should always boil down to is that tried-and-true Golden Rule. Treat others how you want to be treated.” 

Business Empathy in 2020

I’ve seen some great examples of this in action this year from a broad range of businesses.  

Major companies

In May, Twitter announced all employees would be allowed to work at home permanently if that was their preference.  

They had been moving toward more remote work for some time and testing it.  Now, if staff need or want to go in, they can… pandemic restrictions allowing.  If they prefer to work remotely, there is no discrimination, no pay cuts, no commute.

The benefits? Staff morale boosted, and equal or better productivity.  A demonstration of taking care of people.

Verizon and Fios gave customers free data so they could stay in touch with those they couldn’t physically connect with. They also provided 60 days of free resources to help parents and students with at-home learning. Demonstrating customers and staff before sales.

Statewide businesses jumped in

In Oregon, there are hundreds of boutique businesses in the hemp, beer, and distillation niches. They diverted resources to make hand-sanitizers. It kept staff working, even if the products were donated to those who needed them the most.

Larger companies, like Intel, provided medical workers with PPE and joined with others to accelerate research for treatment and cures.

Then on top of the coronavirus, Oregon was hit with the worst wildfires in the state history. Thousands of people were evacuated from their homes. Some rural cities were totally wiped out. It will take years to deal with the aftermath.

Even small businesses stepped up to help out.

One very small mom and pop Chinese restaurant here in Eugene put a post on Facebook on September 10th. 

“Donating food to fire relief camps for the rest of the week. We will be closed. Thanks for your patience. 🙏🏽🙏🏽

“Thanks for your support,

“Twin Dragon”

They denied themselves income to give their resources to others. Other restaurants and caterers joined them to make sure the firefighters and relief camps had food and water.  

Local people raided their personal stores of food, clothing, pet needs, and every other medical and household item you can imagine to donate them to relief centers. 

It’s been a year of helping others as I’ve never seen before.

As a customer and marketer…I know it’s about the buyer’s problems

While everything has shifted online, not all businesses have adapted.  I’ve seen businesses struggle because they weren’t mentally or technologically prepared.  As a marketer, the solutions are clear. To thrive, businesses need a digital presence. They also need empathy marketing.  

The changes we have experienced aren’t going to go away anytime soon. People aren’t going to give up the convenience of online shopping. However, they also want more.

You need more than demographics, you need psychographics. I find they help me dig deeper and find the aspects of emotions and empathy best suited to prospects.

Brands need to embrace empathy marketing 

It’s not enough to have an e-commerce site. With all the shysters and scammers out there, buyers are becoming more discriminating.  

They are looking for things to improve their life. They want transparency to know your brand can be trusted. And they want to know how you are helping other people and the planet.  

Embrace all techniques of empathy for engaged and loyal customers.

Three steps for empathy marketing

There are three key techniques you can use for empathy marketing.  Start by “walking in their shoes.”  Discover their emotions: problems, pains, views, beliefs, values.  Then craft your communications with transparency and openness.

Be Them

It’s critical to do more than try to think like your target customer. You need to be them, assume their perspective without judgment.  Understand their emotions and motivations.  What makes them buy? Also, discover the things that make them resist.  

How are they feeling now and how do they want to feel? What do they want to be different and how can you make their life better?  Do they recognize their problem or that a solution exists? 

These things together will guide you in where you need to start their journey and the steps you need to include.

By knowing their views and beliefs you can smooth out your buying pathway so they don’t get derailed.

You want to connect with them on shared social and planet-friendly values.

Take salsa. There are lots of choices out there and we all have taste preferences.  My go-to brand donates all the profits to charities. That made my buying decision easy.

Emotions

This where we need psychographics. We also have to recognize how men and women buy differently. Men are more transactional by nature. Women are more emotion-driven in their buying decisions.

Women influence 85% of all consumer buying decisions. That makes them an obvious choice to nurture. It’s important to value them and tap into the emotions – and empathy that will make them loyal customers.  

Deadlines like a limited time offer can trigger a buy. Grocery stores use this all the time with their in-store announcement of a special price for the next 10 minutes. Limited quantities are equally powerful.  We don’t want to miss out and we love to feel we got bonus value.

Benevolence or altruism are also female buying stimuli. They may feel they are better off and want to help others. Or it may be part of their social values. Humanity and giving back.

Belonging is important to both men and women. We like being part of something, a tribe, a team of like-minded people. 

There is also “empathy-response.”  When people get positive feedback from giving or doing something it creates an empathy response. 

In buying the perfect gift, women share the recipient’s joy emotionally. When her daughter squeals for joy over her birthday gift, she gets a surge of endorphins, the feel-good hormone. She gets the same feel-good hormone for problem-solving.

Men get the empathy response when they do something successfully, or the female in his life is pleased with him, or when their team quarterback scores a touchdown.

Communications

Once you have this information you can use it to craft your messages with transparency and openness to build trust in your relationship and brand.  You want to make them feel heard and acknowledged.

Once women make the emotional decision, they need you to provide logical information to back it up. This validates their decision. Science, facts, and social proof. Sharing other’s success stories from problem to solution and how they have improved their life is powerful.  

Use caution with success stories so they don’t come across in a pushy or sales-focused way. They need to stand on their own merits as validation of problem and solution.  What their life was like before and what it is now. Share what they had tried that didn’t work, their failures. How they found your solution and their experiences on the journey to a better quality of life. 

When I work with clients…

I start by learning what they are currently doing and what isn’t working. Then, taking another look at their target, I dive deeper to find a different way to connect and engage with emotions and empathy marketing.  Need help? Reach out to me. judith@jculpcreativecopy.com.

Intra-pandemic Customer Mindset

We have been dealing with the pandemic for seven months. New research numbers are starting to emerge. Key is the shift in the customer mindset. This impacts our society, our businesses, and our marketing.

One thing for sure…we aren’t past this.  We’re intra-pandemic.  

All the marketing guides prior to the pandemic are out the window…useless.  

GlobalWebIndex specializes in consumer data for marketers. Recently they reported on the changes to the consumer mindset that all marketers need to be aware of.  

Their report is based on a global study, interviewing  688,000 internet users aged 16-64.  They share five key takeaways.

Personal data concerns are down

During the lockdown, or just staying home to reduce risks, people moved to online.  Online ordering groceries, home supplies, virtual or phone shopping assistants. However, when you shop online…you pay online.  

What changed is people are less concerned about online shopping risks.  They are less concerned with personal privacy loss. And less concerned about businesses using their personal data to market to them.

It had to happen.  You can’t get help if you don’t share anything. That would be like going to a doctor because you don’t feel well, but refusing to share your symptoms.  

This is not to say they have abandoned their concerns…just suspended them. They are shopping online, however paying attention to how companies use their information.

In the new customer mindset, relevancy has changed

Things like exclusivity, status, and reputation have dropped in relevance as much as 25%.

Consumers are less likely to want to stand out. Instead, they are looking for solidarity, feeling a part of the group.  

Their focus has shifted to values, purpose, and how brands contribute to the common good. 

For those who sell exclusivity, the challenge will be to showcase practicality. 

Life has slowed down

Staying home, being unemployed, or working from home have a different life pattern…and a different sleep pattern. People are sleeping in longer. 

For our normally fast-paced lifestyle, this is profound. It’s the first time since the Industrial Revolution that we have been “unchained” from an alarm clock.  

We are discovering more free time and a slower life pace. 

People are streaming more and gaming. They are also balancing this with offline activities. 

I live in a neighborhood conducive to walkers and from my office, I see my neighbors pass by.  Over the past seven months, the number of regular walkers has tripled..  

It’s not just seniors out for a daily walk.  It’s moms and/or dads with their kids…bicycles, scooters, tricycles, wagons, and strollers. Don’t forget the dog.

People have adopted more pets. Another healing wellness boost and incentive to get out and exercise.

Businesses should look for opportunities to enhance/support a more relaxed lifestyle. 

We also need to be aware of what they call “media fatigue.” Discover ways to help them look away from their screen.  

Both McDonald’s and Heinz released branded jigsaw puzzles to capitalize on the new trend.  They are using the need for offline entertainment as a marketing opportunity. They have released dozens of versions across 17 countries.

Financially, the customer mindset is more cautious

People across the globe are beginning to understand the impact the pandemic will have on their personal income long-term.  

GlobalWebIndex shares “the number of consumers expecting a big/dramatic impact on their personal finances from COVID-19 has increased by 43% since our first wave of research.”

Discretionary spending will take the hardest hit. The report shares that consumers see themselves as less affluent.  They are less willing to put wealth on display.  

Just because they see a brand advertised consumers aren’t dashing out to buy it.  Expect them to take more time to consider a non-essential item as we move forward.

Vendors of non-essentials will be looking for ways to market them as a necessary item rather than an extra.

More local focus

International travel has come to a near halt.  My husband’s family lives in the UK.  We have no idea when we may be able to visit them again.  

I’ve heard similar thoughts from other Ex-pats. You are where you are.

Destination Analytics released statistics covering through October 16-18. The US is split on their thoughts about travel.  

The number of COVID-19 cases is soaring, those ready to travel is dropping. 55.5% of the people say they are ready to travel. This is down from a 2020 high of 57.8% just a week before.

Locally, our tourism bureau shifted its marketing focus from national to regional.  They promote visit local and local staycations. 

Result: higher occupancy rates than anticipated. More people using local outdoor spaces.

People are concerned about where they live

With the pandemic cases on the rise, people are more concerned with their local environment. 

They’re concerned about global issues. However, they are more concerned with how their country, their county, their town are handling things. 

As we move forward expect to see more local and regional focus. 

When international travel becomes an option, security and health issues may determine a destination over cultural attractions.

New customer mindset takeaway

As marketers, we can expect more shifts and changes.  I work with clients to create the best possible user experience to keep them loyal, buying… and businesses making money.. 

Our buyers are there. 

We need to position our offers as customer-focused and relevant.
For the complete article or others by GlobalWebIndex, visit https://www.globalwebindex.com/hubfs/Downloads/The_New_Consumer_Mindset.pdf