Digital experience in retail: the new consumer behavior

The pandemic has accelerated digital retail and changed consumer profiles. Learn how to adapt the user experience to this new scenario.

The Covid-19 pandemic has caused profound changes in consumer habits and the way people interact with brands.

The need for social distancing and the adoption of digital practices have significantly changed the behavior of the population — including those who until then had resisted online commerce.

Today, with the post-pandemic scenario consolidated, the changes brought about by this period remain. The great challenge for retail is understanding how to adapt user experience to this new consumer, more demanding, digitalized and attentive to convenience and security.

Comfort and safety: the new pillars of consumption

During the pandemic, online retail exploded. According to a survey by Compre&Confie, Brazilian e-commerce had a turnover of R$9.4 billion in April 2020 — an increase of 81% compared to the same period of the previous year.

Later that year, a survey by SmartCommerce revealed that nearly 40% of online shoppers made their first purchase in March 2020. This marked the entry of a new audience into digital retail, with specific demands: security, clear navigation and trust in brands.

Therefore, rethink the user experience in digital channels has become essential. This involves:

• Intuitive interfaces;
• Clear and objective communication;
• Transaction security;
• Accessible and responsive design.

The more positive the consumer journey, the greater the chance of loyalty — both in the online environment and in physical stores that have gone digital.

Digital as the center of the consumer experience

The changes in consumer behavior were not temporary. Even with the full reopening of physical stores, digital channels continue to be the main players. The consumer journey today is hybrid, and the experience must be fluid across all points of contact.

Among the most strategic channels for retail, the following stand out:

• Mobile applications with features such as virtual fitting rooms and geolocation-based ordering;
• Online stores with personalization features and smart recommendations;
• Active presence on social networks as a service and conversion channel;
• Augmented reality and artificial intelligence tools that simulate physical interaction.

To remain competitive, retailers need to invest in technology and user-centered design, adapting its platforms to offer convenience, agility and personalization.

User experience as a differentiator in retail

The pandemic may have been the trigger, but the retail digitalization is now an irreversible reality. Consumers are more aware, connected and demand consistent experiences across all channels.

Companies that invest in technology, security and usability come out ahead, achieving not only sales, but relationships and loyalty.

👉 Do you want to adapt your brand to new consumer behavior? Talk to follow55 and discover how to combine design, performance and technology to scale results in digital retail.