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The big shopping periods are ending: the shopping boom is imposed at times

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The big shopping periods are ending: the shopping boom is imposed at times

 

A few years ago, a few decades even, there were certain patterns of behavior in families that were a kind of fundamental questions about how it was consumed and how purchases were made. One of these realities was the fact that once a month or once a week (each had their booklet) a large purchase was made in the supermarket, which served to fill the refrigerator and to keep the family supplied until it was time for the new visit to the supermarket. Then there was that moment in which they were going to buy large quantities of clothes for the beginning of school, getting the products from a large list of essentials. And then there was that moment in which all the Christmas gifts were bought, that day in which all the purchases of what they were going to are china mobile phone number format the kings . Shopping like this seemed easier, but it is also that the very structure of the store spaces and the consumption habits of the moment pushed to do so. After all, a few years ago was the golden age of department stores. Has the situation changed? We know, some studies have already pointed out, that millennials do not like (at all) large shopping centers and that they are forcing supermarkets to modify all their operations. Young people are not interested in buying in batches. They prefer to go to the supermarket to buy what they need and they buy even for prescriptions and not for generics. But this could not be the only big change: consumers could be abandoning the great shopping moments forever, those days when everyone indulged in spending, for a purchase much more focused on the moments, which in English It is known as shopping moments .

 

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The blame for this change in consumer trends is on changes in technology and the change in consumer interests. Now, buyers always carry a mobile phone in their pocket and are therefore always ready to buy. This makes them much more receptive to the inspiration of the moment.The change in trend is much clearer when you look at how shopping behavior patterns are changing at the exact times when consumers make the most purchases. A studyfrom Google and Ipsos MediaCT has analyzed how consumers are going to deal with the purchases of the next Christmas season and has discovered that the large periods of marathon purchases (the weekend of Black Friday in the United States; we could create an equivalent in Spain to those Sundays when stores are all open exceptionally) are losing their appeal. Consumers now prefer to use their mobile terminals to research products and even buy them, instead of going to the stores when all the other buyers are there.Purchases are no Betting Email List made, therefore, on designated days but on what are known as micro-moments. Buyers take advantage of the moments when they have a gap to make a purchase to get their products. In fact, 54% of Christmas shoppers assured (the data is still from Google) that they would take advantage of the moments when they do not have to do anything, such as the way to work, to buy from their mobile phones.Shopping, therefore, has been integrated into everyday life: consumers buy when it suits them or when they find a product that fits. In the case of Christmas, consumers give themselves more time to make their purchases (which not only makes them run away from those special days but also takes more time to shop and start earlier) which eliminates the feeling of urgency how well it has been for brands in the Christmas seasons in recent years.The growing weight of the mobileThe mobile phone has therefore become an increasingly used gateway to make purchases and also an increasingly influential one with regard to these processes. The weight of the mobile is not only with the direct consequence of the sale (m-commerce) but it is also an element to take into account in the purchasing processes in general. The mobile also modifies purchases in local stores.According to Google data, shopping-related searches hav grown 120% year-on-year and are approaching (quickly, Google says) shopping-related searches from the desktop. 52% of consumers will search for products from their mobile phone before going to the stores during the Christmas season and 82% will use it in their own stores, which represents a growth of 37% compared to last year’s data.The rules of the game have changedThe boom in purchases at times and the tendency for large shopping periods to be less relevant (or at least not so concentrated) could have a direct effect not only on consumer habits but also on purchasing strategies. the companies. Brands will have, if the pattern becomes an unquestionable reality, with different rules of the game.Brands will have to be able not only t take advantage of the pull of the great shopping moments but to discover the exact moments in which consumers are much more receptive to their products, their offers and their services. Offer customization will become much more important and more critical, and data mining to establish opportunities will be even more critical. To this should be added that companies will always have to be prepared to provide services and to respond to demands. It is not worth not putting the gift wrap for consumer purchases until 15 days before Christmas: now it is not known when consumers will feel the urge to buy.

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