The Changing Digital Consumer

“With more time spent at home and on mobile devices, brands are reaching consumers on a global scale through digital marketing, exposing them to new customers and increased revenue opportunities.”

Since the COVID-19 pandemic, the world of eCommerce has seen massive growth globally. This shift brings into question whether the typical brick and mortar model of shopping will be able to sustain its presence. Even as stores reopened post-COVID, more consumers are choosing to shop from home for convenience. 

Let’s take online grocery shopping as an example of ecommerce growth. Grocery delivery and curbside pickup were options available to consumers at various grocery stores before the pandemic, but many consumers hadn’t established it as a need. In fact, a delivery service may have been less convenient for some consumers given that they had to make sure they were home by a certain time to receive their groceries. 

During the pandemic, the convenience and safety of delivery increased its popularity. Stores who previously did not offer a contactless option quickly adapted to incorporate it. They recognized how easily customers could take their business elsewhere if their preferences were not met. 

The pandemic has also allowed consumers to be introduced to new brands via online purchasing. You could be scrolling Instagram when their algorithm populates an ad for an ergonomic chair that you’ve had your eye on. You take a look at the features, maybe glance at the price, and add to cart. With more time spent at home and on mobile devices, brands are reaching consumers on a global scale through digital marketing, exposing them to new customers and increased revenue opportunities.

Leveraging predicted growth insights to help forecast contact demand will be extremely important to ensure the right amount of hiring is done to handle all contact types. Contact center companies have been adjusting their workforce management plans and proactively hiring to help their retail and eCommerce brands excel during these upcoming high volume periods. 

Given the digital consumer audience, offering real-time support in the form of chat, SMS, or a messaging platform will also be a key success factor in these high volume periods. Consumers are more likely to perform a real-time chat with the brand’s customer service representatives than pick up the phone. Not only can agents assist customers to have a seamless digital experience, they can also notify consumers of unique offerings and deals, and make product recommendations, which can ultimately result in increased sales for the brand and a higher quality consumer experience. 

In the current at-home work environment, hiring agents for this eCommerce ramp season may have its perks, as there is no need to worry about physical capacities in brick and mortar contact centers. However, accurate agent demand forecasting will be crucial in ensuring departments like IT are set up for success in procuring the correct amount of devices/workstations needed for all agents to have a successful at-home working environment. 

As the trend continues to shift towards more permanent digital purchasing habits, brands will be challenged to predict, plan, and respond to consumers’ shifting needs. This may include new ways of engaging digital consumers, monitoring workforce management trends, and adjusting loyalty programs. Brands that continue to go above and beyond when it comes to customer service will be remembered by consumers, who will become loyal customers as we move beyond the pandemic.