As we continue to make headway against Covid-19, UK businesses are finding themselves wondering how the post-pandemic world will look.
Over the course of the pandemic, our collective habits have dramatically changed. We’ve seen an accelerated shift to online shopping, and remote working is the new normal. It feels like the whole world is now operating online.
But what’s the reality? Will customers return to their previous habits, or are these changes here to stay? Let’s take a look at what might happen in the digital space in the post-pandemic phase and how you can use these predictions in your business.
What will revert?
Although we’ve taken a huge shift towards online shopping (a trend that experts think was always coming, but that was significantly accelerated by the pandemic), it was done out of necessity rather than choice for many consumers.
As covid restrictions closed all non-essential stores and vulnerable people were discouraged from visiting supermarkets, we had no option but to turn to online shopping. However, one rather unexpected outcome of the closure of high street shops is that some of us realised that we actually quite missed visiting our high streets and shopping centres.
It turns out that shopping isn’t just about the transaction. It’s also about small talk at the tills, meeting up with friends, and getting to see, feel, or try on a potential purchase. High street giants like Debenhams and Topshop were casualties of the pandemic, and shoppers want to support their independent retailers, so they don’t meet the same fate. However, consumers are not prepared to forfeit convenience, so stores face the challenge of combining a convenient shopping experience with the personal touch of in-person shopping.
Our Prediction
There will be an increase in the use of click and collect for local and independent stores. Shoppers who like the convenience of online shopping might continue to order online but may find it easier to click and collect now they are going out more. This is good news for small independents that find it easier to offer click and collect than home delivery.
Despite our renewed appreciation for the high street, some people remain wary of covid risks and may be hesitant to return to shops. Others have developed new online shopping habits but could perhaps be tempted back to stores with special offers or incentives.
Our Prediction
Retailers with physical premises will increase the use of digital channels to entice shoppers back to stores.
How does this affect your business?
If you have a physical premises, make sure you have a click and collect option so people can order online and collect from the store (top tip: work on your in-store marketing to entice these customers further into the store while they’re there). If you are an e-commerce only business, consider using a third party delivery service that offers a click and collect option, like DPD’s Pickup Point or Hermes’ ParcelShop.
Optimise your online channels to increase your brand visibility and drive footfall. Some tips on using digital marketing to drive traffic to your physical store:
- Make sure store information, like location and opening times, is easy to find on your website and via Google My Business.
- Run paid ad campaigns targeted at your local area to raise visibility and reach a new customer base.
- Make sure your SEO is targeting local users.
- Social media campaigns can increase brand awareness or share promotions or events.
- Email marketing is a powerful way to reach a warm audience that’s already interested in your brand. Use it to promote products, advertise sales, or give loyalty bonuses like special in-store discounts.
What will remain?
Having been forced into online shopping, many people are now embracing it. It’s often more convenient than visiting shops, and the rise in remote working means that it’s easier to be at home to receive a parcel delivery.
Prediction
E-commerce will continue to rise in popularity, although its acceleration may briefly slow down post-pandemic as people start to return to the high street.
Many businesses reacted quickly to covid restrictions and transformed their digital presence to move their offerings online. This means that customers have come to expect to buy anything they want online and are more likely to discount brands that don’t offer this option.
Prediction
Customers have higher expectations that you’ll be online and may discount you in favour of your competitors if you’re not.
As a result of the collective shift to online shopping, businesses that were not previously active online quickly increased their online presence. The success of this move into e-commerce and digital marketing has proven that branching out into the online space is worthwhile.
Prediction
Companies will invest more in digital channels, having seen it work for thousands of businesses across the UK that were not previously online.
How does this affect your business?
A solid online presence has become vital for businesses that want to retain their position in the market. Your competitors are investing in their digital channels, and it’s easy to get left behind if you don’t do the same.
An effective digital strategy typically involves:
- a user-friendly, high-performance website
- a solid social media presence
- regular email marketing
- SEO
- paid ads
- consistent branding
If you feel that you could be using your digital channels more effectively, Zesty Digital can help. We provide services from managing social media channels to creating and implement a full digital strategy for your business. Find out more.
