Hybrid Shopping Experience Can Be Differentiator

Consumers cite price and quality as top three purchasing criteria anywhere between 61 and 86 per cent of the time, says Deloitte’s 2022 ‘Global Marketing Trends Consumer Survey.’ Therefore, all brands need to deliver on these two dimensions. It’s the other criteria that can then become competitive differentiators. One way brands can do this is by elevating the hybrid shopping experience. Now that brands are more adept at digital delivery, the next challenge is providing the best integrated physical and digital, or hybrid, experiences. In fact, in Deloitte’s ‘Global Marketing Trends Executive Survey,’ 75 per cent of global executives say they will invest more in delivering hybrid experiences over the next 12 months, with many executives looking to hybrid to increase personalization (43 per cent), innovation (43 per cent), customer connection (40 per cent), and inclusion (38 per cent). Businesses can elevate their hybrid experiences by expanding choices, integrating feedback, and investing in the technological infrastructure that can bring these design principles to life. And, importantly, brands can utilize the principles of human-centred design to make their physical and digital experiences as agile and flexible as consumers have come to expect. A dynamic experience for customers means delivering the assistance and information they need, when, where, and how they want it. When asked what information they found most helpful in making purchasing decisions, consumers say timely offers and knowledgeable customer service are the most important factors. “The pandemic and societal reckonings of the past 18 months have irrevocably changed consumer expectations,” says Stacy Kemp, principal, Deloitte Consulting LLP and marketing and customer strategy leader. “Brands must work even harder to build dynamic, strong connections with their customers in order to thrive.”