A survey carried out by Globo reveals how face-to-face and digital activities have impacted Brazilian consumption
After two years of the Covid-19 pandemic, activities started to have two more frequent modalities: face-to-face and digital. According to the survey “The new omnichannel shopping journey”, carried out by Globo, this new reality has directly impacted the way people interact and consume.
According to the study, changes in consumer habits have intensified the convergence between physical and digital stores, making omnichannel more relevant, raising consumer expectations and bringing more competitiveness and complexity to retail.
According to the survey, the integration of the two worlds allows consumers to have autonomy in their purchase journey, choosing the format that suits them best and tends to grow as retailers mature. The data presented showed that 53% of consumers declare that they like to buy in the store and receive the product at home in case the item is unavailable at the physical point, as well as 46% prefer the option of buying online and picking up the product in store. .
The survey also showed that consumers want to spend less time in the store and expect better services from retailers. For this reason, 62% say that it is essential for stores to offer fast checkout alternatives, such as self-service.
Fashion and food retail
When looking with a focus on the retail sector, the research pointed out that the pandemic brought a new way for people to buy clothes, accessories and shoes. Of those interviewed, 48% stated that they have changed the way they choose and buy articles in this sector since the beginning of the pandemic, and among the factors that gained more relevance are price (67%), comfort (51%) and the quality of the material. (42%).
The survey also highlighted that, for 72% of respondents, price is the reason that most leads people to buy second-hand fashion products. Other factors that appear on this list are product quality (36%), variety (24%), and concern for the environment (20%).
In relation to food retail, the study by Globo revealed that 49% of consumers changed their purchase behavior for supermarket products and, among them, 26% say they are buying more in neighborhood stores, 24% in cash and carry, 17% are frequenting new physical stores and 15% are buying more online, through apps.
Despite the increase in e-commerce in 2021, with the supermarket sector being one of the ones that most boosted the practice, 48% of respondents do not have any industry application installed on their cell phone. Among those who have the habit, being able to compare prices (42%) and convenience (41%) are the main reasons for shopping online for supermarkets.
Among those who buy food and drinks online, 24% of respondents to the survey said they return to consume monthly and 22% weekly. Despite this, online shopping faces some barriers such as the taste for going to the store in person (36%) and high shipping (35%).
In general, the research also points out that, in addition to frequenting more channels and stores, consumers are also more unfaithful in relation to product brands. Of those interviewed, 39% say that these changes are due to economic factors, as they are looking for lower prices, and 30% say they are looking to try new products and brands.
The cell phone as the main medium
The survey data showed that the cell phone was the means that most boosted the growth of online sales, with emphasis on the use of apps: 66% of consumers declare that they use the device and applications to make purchases. Meanwhile, 60% of people who use the device, but prefer to browse websites directly and 52% say they still choose to use the computer. In addition, 48% of respondents said they feel more dependent on their cell phone today than they did before the pandemic.
Another point raised by the analysis was the increase in purchases on foreign websites: 51% of respondents said that the pandemic made them buy more products sent from other countries and, in the case of generation Z (people aged 18 to 26) , this percentage rises to 65%. Among the main categories purchased on foreign websites are: clothing and footwear (58%), accessories (44%), electronics (37%) and decoration products (30%). Toys, cosmetics and beverages are also among the mentioned categories.
Despite this, the data also showed that the majority of respondents do not see the experience of digital shopping as something new and 44% declare that they would like to buy products through immersive virtual reality. In addition, 30% of respondents also said they like the so-called “live commerce” and another 27% of consumers like the idea of buying products directly from the television remote control, from the products available in the programming they are watching, the so-called shoppable content.
On the other hand, the research also showed that the fact that people were more at home made them start to value local commerce as well. Among those interviewed, 56% say that the pandemic has made them buy more from local stores, and in Generation X and Baby Boomers (42+), this percentage rises to 61%.
The survey also brought a look at issues of diversity and inclusion, showing that these are relevant issues for consumers of all generations: 59% of respondents believe that stores need to position themselves and provide a more diverse and respectful environment within establishments. Between Generation X and Baby Boomers this number reaches 63%.
