New Global Study Reveals Post-Pandemic Consumer Behaviours, Expectations and Concerns

Launched today, "Future of Commerce | The Why Behind the Buy" looks at consumer behaviour and expectations by market, life stage, channel and category to reveal nuances of the retail environment that are emerging in the post-pandemic marketplace, and how marketers can act upon them to drive brand growth.   Launched today, " Future of Commerce | The Why Behind the Buy"  looks at consumer behaviour and expectations by market, life stage, channel and category to reveal nuances of the retail...

Launched today, "Future of Commerce | The Why Behind the Buy" looks at consumer behaviour and expectations by market, life stage, channel and category to reveal nuances of the retail environment that are emerging in the post-pandemic marketplace, and how marketers can act upon them to drive brand growth.  

The quantitative research encompasses over 4,000 respondents across six global markets (Australia, China, Germany, Spain, the UK and the USA) and was conducted via online surveys from May 11-27, 2021.   Respondents were asked about their attitudes about pandemic-driven changes to their shopping habits, current shopping preferences, expectations for both online and offline shopping experiences, attitudes to returning to shop in city centres and their attitudes towards technology and data-sharing. 

The report defines and explores the three most important factors of modern commerce – experience, relevance and ease - defined in 'The Why Behind The Buy' as Wow, Right, Now.

Key Findings

Implications for Marketers

"The research reconfirms the priority to put consumer behaviour and expectations firmly at the forefront of commerce strategy and plan above siloed channels to deliver the seamless end to end experience shoppers clearly expect," says Sophie Daranyi, CEO of Omnicom Commerce Group and one of the co-authors of Future of Commerce | The Why Behind the Buy.  

Report co-author and Chief Product Development Officer for OMD EMEA Jean-Paul Edwards adds, "The research also underscores the imperative for marketers in terms of educating consumers about the data value exchange.  We need to consider how to elevate data communication to be clearer about the tangible benefits and to establish a relationship based on trust and respect."

For a  more detailed analysis of the research, and an expanded discussion around the implications and opportunities for marketers, download the full Future of Commerce |The Why Behind the Buy report.  

About OMD
OMD Worldwide  is the world's largest media network with more than 13,000 people working in over 100 countries. Named Adweek's Global Media Agency of the Year in  2019 and 2020, OMD, an Omnicom Media Group agency, is currently ranked the world's most effective media agency network in the Effie Effectiveness Index.

About OCG
Omnicom Commerce Group (OCG) is an unrivalled community of commerce experts working with brands and retailers to offer best in class consultancy, creativity and capability focused on driving increased conversion and transaction. OCG's priority is to address the need for innovative multi-channel commerce expertise in the rapidly evolving world of retailing and shopping and at our core are four individual award-winning commerce agencies –Haygarth, The Integer Group, TPN and TracyLocke – employing over 2,500 people across 19 markets. For more information visit https://www.omnicomcommercegroup.com/.