It’s an ill wind that blows nobody good and even the Covid-19 pandemic has seen some winners. For certain brands, the consumer shift towards online sales and a willingness to try direct-to-consumer (DTC) models may be the one good thing to have come out of a grim situation.
New research from BBH London, exclusive to Marketing Week, reinforces that for many categories buying online is now mainstream behaviour. Since the onset of the pandemic, 65.6% of the 1,000 consumers surveyed say they are either 'a lot' or 'a little' more likely to buy online, with convenience a more important factor than price in their changing behaviour.
Over half of consumers (58.4%) claim that buying direct from brands is quicker, while others cite the ease of search (57.4%) and the fact products are cheaper (32%).
Many of those consumers are already buying directly from brands, circumventing traditional retailers to get their products, although uptake varies widely by category.