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You are reading part 1 of the 5-part retail guide. Jump to Capture brand awareness and consideration during moments of discovery, Stand out online to maximize your profits, Expand omnichannel sales, or Engage shoppers throughout holiday peaks.
Today’s shoppers think differently about their purchases. They’re more careful and willing to move away from brands and experiences they’ve relied on in the past. Here, we break down exactly how consumer-behavior habits have changed, and why Google remains an important factor in the shopping journey.
This video introduces Lucy, a shopkeeper, and details how she reaches her customers to sell a particular dress by using Google products.
Offer more than just a good deal
Even in an uncertain economic environment, shoppers aren’t necessarily focused on bargain hunting. Instead, they’re looking for value, quality, and good customer service. They’re also taking intentional steps to limit impulse purchases and prioritize essential items.
Google/Forrester, AU, BR, CA, CN, CZ, DK, FR, DE, GR, HK, IN, IL, IT, JP, KR, NL, MX, PL, ES, ZA, SE, CH, TW, TR, AE, U.K., U.S., The Next Wave of Agency Growth Demand for Creativity, Analytics, and Consulting Signals Growth Opportunities, agencies survey N=2,152, July 2022–Aug. 2022.
- Seventy-two percent of consumers say they’re being more thoughtful about what they spend their money on and 62% are being more thoughtful about where they shop.1
- On average, 73% of consumers say they are willing to continue buying from companies that increase their prices if they feel valued as a customer.2
- Across surveyed markets, 53% of consumers say they are more likely to buy for durability versus affordable products that may need to be replaced more frequently.3
Attract new shoppers as brand loyalty fades
With the rise of more conscious and intentional shopping, brand loyalty has become less influential on people’s purchasing decisions. Instead, they’re increasingly open to trying new brands, businesses, and products that might align with their needs and values. In fact, you can influence shoppers to consider your brand by merely being visible next to a competitor.
- About a third of consumers in surveyed markets are spending more time making decisions (30%), considering more brands (30%), and considering more stores or retailers (29%).4
- Forty-seven percent of consumers in surveyed markets said they have purchased at least one new brand they’ve never bought before.5
- When asked what measures they’re taking to manage spending, 62% of Gen Z and millennials across surveyed markets say they’re likely to be changing the stores or retailers where they shop, versus 51% of Gen X and boomers.6
Use Google to inspire conscious consumers
Amid all these behavioral changes, one constant remains: People still turn to Google to discover and shop for what they care about. Specifically, Search and YouTube are key shopping resources for customers who are seamlessly switching from discovery and inspiration to consideration and purchase across digital, apps, and physical stores.
Google-commissioned Ipsos tracker, AU, BR, CA, CN, FR, DE, IN, IT, JP, KR, MX, RU, ZA, ES, U.K., U.S., n=500–1,000 online consumers 18+ per market, Sept. 9, 2021–Sept. 12, 2021.
- According to Talk Shoppe, in the countries surveyed, 76% agree YouTube enhances the traditional shopping journey by delivering unexpected inspiration.7
- Across surveyed countries, over 40% of shoppers go to Google when researching a purchase they plan to make in-store or online.8
- When asked if they had used Google Maps over the last two days, almost a third of holiday shoppers across surveyed markets say they used it to help with their shopping.9
Capture brand awareness and consideration during moments of discovery
Explore the guide
Part 1: Reach cautious customers who have a new set of values
Part 2: Capture brand awareness and consideration during moments of discovery
Part 3: Stand out online to maximize your profits
Part 4: Expand omnichannel sales
Part 5: Engage shoppers throughout holiday peaks
