Trends To Keep An Eye On In 2022

Not so long ago, before the pandemic swept through the globe, Middle Eastern consumers relished the physical experience with the outside world. Hence, visiting the malls or carrying out simple shopping at neighborhood shops were the recognized trends within the region. However, as the lockdown took over, an obvious shift in consumer behavior was clearly recognized. Consumers across the region pivoted to online shopping through accelerated digital adoption. Two years down the road, the pandemic still sticks around, but it is gradually switching into an endemic.

Accordingly, what new trends shall emerge as we witness another paradigm shift as the global disparity in the supply-chain balance poses a new challenge?

The pandemic had a strong toll on the economy, and as the latter is beginning to recover, a new entry point for the consumer purchase decision is now determined by when consumers need a specific item rather than where they will get it.  It is no longer whether a product can be purchased in stores or online as much as it is a matter of availability to best fit the consumers’ schedule and meet their needs. Therefore, whether you are an in-store or online retailer providing upfront information pertaining to product availability is your key to success in the new era. This should also underscore how well you can navigate through the supply-chain imbalance.

Modern consumers are more conscious of the social and environmental impact. According to Andrea Leigh, an ecommerce writer, speaker, and advisor, modern consumers grapple with certain questions related to sustainability that come with unclear answers such as, “Which has a smaller environmental footprint, an electric car or a hybrid one? Therefore, it is crucial for consumer brands and retailers to include clear, candid and concise sustainability messages to help consumers overcome the difficult tradeoffs.

The economic contraction that loomed over the globe in the past two years has challenged brand loyalty as customers opted for cheaper alternatives. Therefore, it is pivotal to determine why your customers are loyal to your brand and capitalize on these insights to widen your customer base. It is also vital to find new ways to connect with your customers in a manner that goes beyond products and services. Establishing meaningful communication with your customers serves as a strong foundation for building brand loyalty.

As the pandemic shifts to endemic, customer engagement is also bound to change as we learn to live with the disease.  The hybrid lifestyle is catering for this new pivot. Over the last two years, online fashion weeks and products’ launch via social media have been the trend. Experts believe that these digital components serve as building blocks for in-person events that have begun to pick up recently. AR applications and virtual reality tours can be integrated in new events prove that innovation is the key as you prepare for in-person events.

With consumers spending more time online and on social media, social commerce is witnessing a wide boom. This fact is encouraging brands and retailers to prioritize social commerce, which is set to grow even further in the next few years. According to a survey by Internet Retailing, 67% of brands and retailers say that “Social commerce is important to their online strategy today while 70% say that it will be important to their online strategy in the next three years.” In a similar study conducted by this group, 74% of the respondents noted that they were influenced to shop through social media than they did in the pre-pandemic times.  As such, through tactful and smart content creation, brands and retailers have to ensure the enablement of product discovery, personalized service, and continuous engagement to create loyal brand advocates.

In order to set an effective business strategy and maintain agility in a rapidly changing world, you need to monitor the changes in consumer behavior amid a myriad of challenges that are shaping the nowadays economy. Bracing yourself will not only enable you to adapt but also be ahead of the game