Engineered Better Anilox Sleeves Crafted Specifically For Your Budget, Your Press, Your Job.
Changing Consumer (Cont’d from Page 5)
makeup, apparel, and jewelry and accessories show expected customer growth of more than 15 percent. While the shift to online shopping has been near universal across categories, high-income earners and millennials are leading the way in shifting spend on- line across both essential and nonessential items. Gen X has experienced a similar online shift, although not at the same scale as millennials. Gen Z has concentrat- ed its shift online in particular categories: apparel and footwear, at-home entertainment, and food takeout/ delivery. One seeming casualty of the pandemic is brand loyalty. An astonishing 75 percent of US consumers report trying a new shopping behavior in response to economic pressures, store closings, and changing priorities. This general change in behavior has also been reflected in a shattering of brand loyalties, with 36 percent of consumers trying a new product brand and 25 percent incorporating a new private-label brand. Of consumers who have tried different brands, 73 percent intend to continue to incorporate the new brands into their routine. Gen Z and high earners are most prone to switching brands. Brand Disloyalty The beneficiaries of this shift include big, trusted brands, which are seeing 50 percent growth during the crisis, and private labels,which have outpaced the retail market. Some 80 percent of customers who start- ed using a private brand during the pandemic indicate they intend to continue using it once the COVID-19 crisis subsides. Shoppers have cited a number of reasons for switch- ing brands, with availability (in-store and online), con- venience, and value leading the pack. For marketers, this highlights the need to quickly be- come aware of when shoppers are migrating brands or retailers and then to manage the logistics to ensure product and service availability. As Americans contemplate going back out to shop, hygiene and hygiene transparency have emerged as important sources of concern. It is becoming increas- ingly important for stores and restaurants to not only follow hygiene protocols (thorough cleaning and masks for consumers and employees are top priori- ties) but also communicate effectively that they are following those procedures. US consumers have already started to change their behavior in response to hygiene concerns. Technolo- gies that enhance hygiene, particularly contactless ac- tivities such as food and grocery delivery and curbside pickup, are taking off.There is strong intent to contin-
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ARCInternational.com 800-526-4569 The ARChitects of exo
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