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 maximise 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-behaviour habits have changed, and why Google remains an important factor in the shopping journey.
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 prioritise essential items.
- Seventy-one percent of consumers say they’re being more thoughtful about what they spend their money on and 61% 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
- In the UK, 61% 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.
- Consumers in the UK are spending more time making decisions (26%), considering more brands (27%), and considering more stores/retailers (25%).4
- A third of consumers in the UK 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 behavioural 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.
- According to a Talk Shoppe survey in the UK, 73% of shoppers agree YouTube enhances the traditional shopping journey by delivering unexpected inspiration.7
- 55% of shoppers in the UK go to Google to research a purchase they plan to make in store and 57% go to Google to research a purchase they plan to make online.8
- When asked if they had used Google Maps over the last two days, 29% of holiday shoppers in the UK say they used it to help with their shopping.9
