‘BRANDS HAVE TO SHOW THEIR HUMAN SIDE & RETAIL SOLUTION FIRMS HAVE TO WORK WITH TECH COS'
Point of Purchase|June 2020
Renowned retail expert, Dr. Dwarika Prasad Uniyal, who is also Professor & DEAN - FLAME University, and the bestselling author of ‘Managing Retailing’, shares with Point Of Purchase, his insights on consumer behavior trends post Covid-19 and what brands and retail solution providers can do to address the new challenges and win back consumer confidence. Presented below are excerpts from the interview.
N. Jayalakshmi

Dr. Dwarika Prasad Uniyal Professor & DEAN FLAME University Co-Author “Managing Retailing”

What have been your key observations with regard to shopper behavior during a lockdown? What kind of shopper trends can we expect going forward, in the post lockdown phase?

Research suggests that consumer behavior trends that began with the lockdown will continue well into the post lockdown phase, even as restrictions are lifted. Consumers will continue to prioritize personal and family safety over everything else. For example, according to a Mckinsey report of consumer sentiment survey, the overall consumer optimism has declined as the Covid-19 crisis progressed. As these markets research reports indicate, there will be cut-down on spends, except perhaps on essentials and online entertainments, and there will be a greater inclination towards digital shopping and low-touch activities. Essentially the impact of the pandemic on consumer lifestyle and spends will last for some time and it will reflect in their shopping and buying behavior.

What would be your suggestions to brands as far as instilling trust in the shopper and retaining loyalty is concerned? Maybe crafted a new brand narrative that can reflect in the store/ packaging/other communications?

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