number of cases will begin to decline in the fourth quarter, and the business itself is expected to begin to recover in 2022. So in the meantime, how should brands adapt? So that the business can survive and create an opportunity for your brand to be in the minds of consumers. During the period when consumers are mentally ill and need help the most.
The impact of COVID-19 What are the consumers?
- deteriorating mental health Due to many situations that beset not only COVID-19 But there are also economic problems that are equally bad. causing stress Therefore, online shopping therapy was born instead.
- Consumers are becoming more price sensitive as consumers have lower incomes. save more money
- Ā Confidence in the government affects consumer behavior as well. Consumers are reluctant to spend because it cannot predict when the state will deal with this situation
Consumer trends that have changed in the wake of COVID-19
- Consumption of products on digital channels, work from home, Live Online, Webinar, which at first may still be a situation that many companies may not be familiar with. But now the period has passed for almost 2 years, making it a Permanent Shift is a permanent change.
- The demand for goods consumption on online channels has increased. But it must be said that the number of consumers on online channels is already increasing as usual and focuses mainly on Functional, but the trend that has been increasing during the Covid-19 It is an emotional need or what many people call shopping therapy.
- Active in Social & Sustain Consumers have a Social Mindset. Changing brand culture, such as environmental sustainability Social brand image and the most sensitive issue in Thailand is politics. This makes brands need to think more about these issues and be prepared to deal with Crisis Management all the time.
8C that businesses need to consider changing consumer behavior
- Connectivity Reaching consumers at every touchpoint, whether online or offline, connect consumers.
- Conversation Conversations that add more style It’s not just a conversation to sell stuff. but need to listen to the problems of consumers more
- Compassion consumer sympathy for what is going on right now. This is very important because it creates an experience for customers to remember the brand image.
- Consciousness consumer awareness What problems can the business solve for you? Originally focusing on Functional, but adding Emotional as well, which if the business can do it, our brand will definitely be in the hearts of customers.
- Commerce Channels to reach consumers on various social media, now it is inevitable to look for an online tool to help.
- Convenient This convenience is the number 1 factor for Thai people if the same product is a little more expensive. But when given better service It is more convenient and ready to be consumed immediately.
- Concise This convenience is the number 1 factor for Thai people if the same product is a little more expensive. But when given better service It is more convenient and ready to be consumed immediately.
- Contactless No touch because consumers are more concerned with cleanliness and safety. don’t want to touch Must have technology to help.
It can be seen that if speaking from the impact changing trends Until the things that businesses have to adapt to, the word online is becoming more and more involved in every aspect, and consumers have different communication aptitude channels. This makes it more difficult for businesses to predict which channels will be dealt with primarily. This problem, we can bring technology or software to help businesses integrate all channels of the consumer Touchpoint in one place called Omnichannel
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