Following COVID19 and lockdown, the consumption patterns of Spaniards have undergone a major change towards hyperconnection and hyperinformation . The rise of e-commerce has created a new buyer profile.
This new consumer researches, compares and consults reviews from other users. In addition, many of them trust opinions more than influencers . The purchasing process can be completely digital or hybrid .
According to Sergi Ramo , CEO and founder of groWZ Consultants , “the purchasing process can be initially digital and end in physical commerce, or the other way around: the customer is interested in the product in person and completes the purchase through digital platforms.” These consumers are called “ phygital .”
According to the expert, "the new customer moves capriciously between different united arab emirates number data online and offline channels, is more informed and more demanding . This gives companies the opportunity to bet on omnichannel in their sales strategies."
PwC has created the report « Global Consumer Insights Pulse Survey 2022 » which highlights that consumers are currently facing the same problems whether they shop online or in a physical store. For example: long queues in stores, longer delivery times for online orders and lack of availability of some products.
This is why Ramo warns that "in an increasingly digital environment and with a customer who buys through different channels, it will be extremely important for brands to adapt to the market and hybridize their sales processes ."
According to the report, 81% of customers say they have purchased products through three or four different channels in the last six months.
Concern about spending
In this context of hybrid consumption, according to the PwC report, the increase in prices, in this case of food, already represents a concern for 56% of online consumers and 65% of those who shop in physical stores.