How Has the Shopper Journey Evolved in Recent Months?

In a time where the only constant is change, the shopper journey has gone through various evolutions over the past two years. A multitude of variables have contributed to this, including pandemic-related health and safety concerns, as well as supply chain issues. 

Amidst these ever-evolving times, we recently surveyed 1,321 Americans to obtain insights into their recent shopping experiences, particularly after the holiday shopping mayhem subsided.

Consumers seem to be getting back into more of a hybrid model when it comes to in-person versus online shopping, recognizing that there are sometimes pros and cons to each. Of those who have purchased common products (appliances, beauty/hair/cosmetics, clothing/shoes/accessories, electronics or gadgets, fitness equipment, furniture or home decor items, home improvement/renovation items, and/or home office/school supplies) in-person at a store following the Christmas holiday, 49% felt there was good availability and assortment in-store for these items, with another 44% indicating there was “some availability and an okay assortment” of these products on their recent store trips.

When it comes to recent staffing and customer service in-person at stores, 45% indicate that some store(s) have been well staffed, other store(s) have been short staffed. To a lesser degree, 30% have observed the stores to be “well staffed with manageable checkout lines and it’s easy to find a worker to help me if needed.”

When In-Store Stock is Limited for Certain Products, Shoppers Embrace Online Purchasing

With online “stores” often able to offer more product options than physical stores, our research reveals key product categories where buyers are more likely to be swayed to purchase an item online if selection at stores is limited. Buyers of appliances and/or furniture/home decor items are most apt to indicate they’d first look in person at a store, but would switch to purchasing online if selection is limited (26-27%). 

Despite the shipping delays to which we’ve grown accustomed over the last two years, recent purchasers of a range of items reported having a relatively smooth experience with their online orders being fulfilled quickly. More specifically, around three-quarters who made online purchases of the product categories mentioned earlier indicate these recent online purchases were generally shipped and delivered quickly after they ordered them.

We surveyed Americans about their thoughts on the recent shopper journey.

In an age of purchasers finding navigating the aisles in-person burdensome and/or preferring the convenience of online shopping, Prodege offers valuable opportunities to reach shoppers where they are. 

Interested in learning more about how Prodege actively markets your brand, connecting it directly to the consumer wherever they shop? Contact us!

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Rachel Kaye

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