Which 2 consumer behaviours are driving The Resale Market?

#2 – Community-Focussed

BEING WHERE YOUR AUDIENCE NEEDS YOU

2020 forced consumers to shop closer to home, bringing localism as a movement into the mainstream. In fact, 88% of consumers worldwide expect new-found community connections to remain intact post-pandemic (Stylus,2020) as consumers increasingly understand the value of their local community, as well as their responsibility to its local economy.

Although most charities function on a national-level, charity shops typically play into a community-focussed narrative for their perceived locality resulting from their small and intimate nature, and their local operation of goods-in (donations) and goods-out, among others.

Responding to the increased consumer desire for a more localised community, brands are becoming increasingly interested in their ability to integrate. Rather than being a faceless corporation whom consumers can’t relate to or trust – there is now a shift towards community collaboration. Brands are building stronger relationships with consumers when they are seen to listen, work with and assist the local community.

Nike’s community stores are a great example of this where their store staff are all chosen on their locality to the store – they all live within 5 miles. Nike also allow their staff time to volunteer with local sport groups.

Co-op business model of being owned by individual members supports the local community. When members buy selected Co-op branded products and services, the Co-op gives 1% of the money that they spend to a local cause in their community.

Lockdown has seen a rise in local initiatives to suit the new need for close-to-home activities. Local markets, stalls & travelling pop up shops are becoming the norm and are enabling shops to be at the heart of the neighbourhood, serving customers’ needs & bringing communities together. No longer just the job of the ice-cream van or travelling library! One example of this is the Muji travelling pop-up shop in a van travelling to various local communities in Japan. Other examples include chef, Mark Hix, whose restaurants were closed due to lockdown – this gave him the opportunity to open up mobile food vans. A fun way to gain brand advocates was demonstrated by Babe Wines in New York where they opened a free traveling manicure truck – a great example of a brand identifying a consumer need and helping them out.

There’s a huge opportunity for brands to integrate themselves into local neighbourhoods and prove themselves to be a valuable member of the community.

#1 – Unifying digital

OMNICHANNEL & DISCOVERIES

Recent years have seen a spike in articles referring to technology as the future of retail. A momentous claim which resulted in fear that physical retail would lose its significance amongst an increasingly tech-savvy generation of shoppers. However, this rise in digital media is a trend that can be utilised to benefit the seamless shopping experience for a customer.

As digital and virtual reality purchasing influences latest trends, the importance of digital content is at its peak. As shoppers become increasingly aware of technology and social media, brands adopting digital content in-store and online must consider how technology can benefit customers. Can customers find out more about products, meaning their path to purchase is easier? Does it collaborate with the tactility of physical retail shopping? Does it provide a seamless shopping experience from online to store? Can it aid in customer affinity through a brand narrative? Answering these questions can ensure that the influence of digital content provides a purpose.

Both the e-commerce and physical stores are environments which create brand affinity and immersion to drive sales through any and all channels. Brands should focus on creating seamless transitions between multiple channels and touch points with a consideration of context to ensure the best shopping experience for customers encompasses all the ways they engage with their customer.

Brands with online channels must consider how they transform their thriving digital, social and PR content into a physical environment; one which is entirely in-tune with its online counterpart.

To engage screen-tired consumers many companies are implementing new ways of interacting with technology that inspire users. By combining devices such as smartphones and tablets with new, more tactile interfaces to receive information, brands can create an environment where we communicate with technology in more inviting ways.

By uplifting the impersonal interaction interface between user and content to smaller ‘human’ rituals that delight customers, brands can create a more seamless, more personal interaction that can support a variety of other tactile experiences in-store.

#3 – Re-opening retail

REASSURANCE AND REORGANISATION

As behaviours change and social distancing becomes a habit for customers, they will expect brands and retailers to provide a service that both assists and reassures them as they learn what is their new normal. The entire customer journey will need to be re-imagined. The number one agenda for customers is protecting themselves and others.

With shopper density and volume posing an issue during times of social distance the need for a new system of interaction is paramount now, as well as to provide future proofing to the shopper experience and preparing better for potential future pandemics. Boots have recently invested in geo-targeted ads that will let shoppers know when their closest store is less busy, helping to facilitate social distancing in a world where public contact spells anxiety for many. Swedish technologists Ombori’s window-scanning virtual booking concept gives users live updates on store occupancy, and an option to join a virtual queue.

Inviting shoppers back to physical retail spaces with more measured, controlled pathways will empower people to return to stores. One store leveraging this effectively is IKEA, which for many years has had a controlled pathway through its various departments. In the UK, homeware store Tiger has proven that even with a smaller store it is possible to create a successful controlled pathway.

An increase in appointment-based shopping could help instil a sense of confidence in shoppers, by somewhat removing the worry of high-capacity shopping spaces. These new mechanics would also make it far easier for staff to offer a dedicated and more personalised service to each customer.