Consumers have become braver about switching brands during the Covid-19 pandemic, particularly when buying online.
Research from tech company Bazaarvoice claims 39% of consumers globally purchased from new brands during lockdown and 88% will continue to buy from them in future. The data suggests younger people have been more adventurous, with 62% of Gen Z having tried out new products, while just 25% of over 65s have taken the plunge.
Not surprisingly much of the switching took place online as people were unable to visit physical stores. In the UK, 46% of consumers shopped online at least once a week during lockdown, with one in five making multiple purchases.
Course director at the Chartered Institute of Marketing, Paul Hitchens, is not surprised consumers have become more confident about trying new things.
“Online provides a receptive environment for brands to introduce themselves to consumers in the absence of a habitual choice,” he says.
“If a preferred brand is not available, then an alternative could potentially satisfy the need. Working from home has made us more creative in the kitchen, attentive to our homes and appreciative of our outdoor spaces, inviting awareness of new products and services.”