July 14, 2022

2022 Retail TrendWatch Series: Know Your Customers

By Matthew Tilley
Categories

Summary:

• In this Retail TrendWatch blog series, we’ll highlight the top trends you need to consider as you market your products and brand in 2022.

• To be top of mind, you need to act fast and be frequent with your messaging.

• Product shortages caused nearly half of consumers to switch stores or purchase something different.

In our recent report — 2022 Retail TrendWatch – we uncovered insight from 1,840 consumers and 268 home retailers. Consumers provided their thoughts on spending priorities and buying outlooks for 2022, while retailers shared their two cents on the biggest marketing and operational challenges in 2022.

Relevancy + Immediacy

Don’t take loyalty for granted. Legacy buying decisions can be interrupted by several factors, so you need to give people a clear, compelling reason to keep coming back.

Of course, you have your own disruption to contend with. Supply chain complexities might necessitate a pivot from product to category-level advertising so you can cultivate and meet demand without being hampered by logistics.

Pull quote Dave Cesaro, Executive Director, Client StrategyPeople across all demographics are shopping more online:

  • 30% of people plan to increase online spending — this is particularly driven by millennial parents (39%) and Gen Z (43%)

But that doesn’t mean they’re sticking just to the screen:

  • 36% plan to increase in-store spending, including 45% of Gen Z and 46% of millennial parents

Be ready to meet people in all the places they shop:

  • 50% are more likely to purchase from a retailer that reaches out at the right time when there is a need for a product or service

Learn more about Mobile + Mailbox in our next blog. Or read about Do It Yourself + Treat Yourself and Value + Values. You can also download the full report for more perspective, stats, action items and recommendations.

Matthew Tilley is executive director of marketing for Vericast and leads content marketing for the company. He has more than 20 years of experience in digital advertising and consumer promotions to develop, communicate and distribute ideas to make modern marketers more effective. 

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