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BUYING BEHAVIOUR

Shopper spending patterns during Covid emphasise agility of consumers

By our News Team | 2021

Study shows how US shoppers’ buying behaviours have evolved quickly and dramatically due to the pandemic.

US consumers once again have proven themselves to be highly resilient and adaptive during the Covid-19 pandemic. Their buying behaviours have evolved quickly and dramatically to address new priorities and limitations, with consumer spending growing solidly in most categories.

This is according to a report published by the Chief Marketing Officer (CMO) Council, an organisation that promotes high-level knowledge exchange, thought leadership and personal relationship-building among senior corporate marketing leaders around the world.

The study says consumer-facing brands and retailers were also responsive to the changes brought about by Covid, moving rapidly to upgrade digital and e-commerce experiences, and becoming increasingly data-driven.

Buying behaviour

New York shopping photo by Jim.henderson via Wikimedia Commons

Those business sectors will need to continue to adapt to the realities of a post-pandemic world which has developed new products, selling and marketing models, and digital and in-store experiences that align with the ‘new normal’ of the future.

The report, entitled Gaining Lift from the Consumer Shift: Insights into Buying Behavior During Covid and Beyond, explores how consumers, businesses and marketers shifted focus during the pandemic to address changing needs and requirements, as well as what these changes will mean to the future.

Among the key findings:

  • Travel and hospitality, the hardest-hit industries during the pandemic, are making a significant recovery. While still behind 2019 spending levels, airline travel purchases are projected to be up 245 percent this holiday season compared to 2020. Hotels and motels are forecast to be up 163 percent.
  • Most spend categories tracked in the study fully recovered from the effects of the pandemic by June of 2020. Leaders included home furnishing, home entertainment, sporting goods, grocery and mass discounters. Laggards, in addition to travel and hospitality, included clothing and department stores.
  • Online spending experienced massive growth due to the pandemic, increasing 50 percent in 2020 versus 2019. Instore retail spending during that period grew only 1 percent.

“The past 18 months have underscored the need for marketers to continuously monitor, predict and respond to the fast-changing needs and behaviours of consumers,” said Dave Murray, Executive Vice President with the CMO Council and author of the report. 

“Going forward, marketing teams need to fine-tune their ability to track consumer purchasing patterns and pivot quickly when necessary. That includes the use of timely, granular and localised spending data for marketing planning, audience segmentation and personalisation.”

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    Dr Kin Kariisa

    Group CEO - Next Media

    Dr. Kin Kariisa is an extraordinary force at the helm of Next Media Services, a conglomerate encompassing NBS TV, Nile Post, Sanyuka TV, Next Radio, Salam TV, Next Communication, Next Productions, and an array of other influential enterprises. His dynamic role as Chief Executive Officer exemplifies his unwavering commitment to shaping media, business, and community landscapes.
    With an esteemed academic journey, Dr. Kariisa’s accolades include an Honorary PhD in exemplary community service from the United Graduate College inTexas, an MBA from United States International University in Nairobi, Kenya, a Master’s degree in Computer Engineering from Huazong University in China, and a Bachelor’s degree in Statistics from Makerere University.
    Dr. Kariisa pursued PhD research in Computer Security and Identity Management at Security of Systems Group, Radboud University in Nijmegen, Netherlands. As a dynamic educator, he has shared his expertise as a lecturer of e-Government and Information Security at both Makerere University and Radboud University.

    Dr Kin did his PhD research in Computer Security and Identity Management at Security of Systems Group, Radbond University in Nigmegen, Netherlands. He previously served as a lecturer of e-Government and Information Security at Makerere University in Kampala, Uganda and Radbond University in Netherlands.

    Dr Kin did his postgraduate courses in Strategic Business Management, Strategic Leadership Communication and Strategies for Leading Successful Change Initiatives at Harvard University, Boston USA.

    • Other current and previous roles played by Dr Kin Kariisa:
    • Lecturer of e-Government and Information Security to graduate students at Makerere University, Kampala and Radbond University in the Netherlands
    • Director of Eco Bank Uganda Limited, one of the largest banks in Africa
    • Chairman of the National Association of Broadcasters, an umbrella industry association for all Television, Radio and online broadcasters in Uganda.
    • Chairman of Board of Directors of Nile Hotel International, that owns the leading hotel in Uganda, Kampala Serena Hotel.
    • Chairman of Board of Directors of Soliton Telmec Uganda, the leading telecom company in Optic fibre business managing over 80% of optic fibre in Uganda.