Omnichannel and how to respond to consumer needs in 2021

The pandemic dominated the world a year ago and, with confinement, consumer behaviour has definitely changed. We live in an era of omnichannel.

Words by
Inês Paraíso
in 16 of March of 2021

The pandemic dominated the world a year ago and, with confinement, consumer behaviour has definitely changed. 

We live in an era of omnichannel, that is, the complementarity between channels, online (web, app, social networks) and offline (physical stores, radio, TV).

To achieve success with omnichannel, brands need to know their consumers very well: What do they want? What do they value? What do they like? What do they feel? What are consumers drivers? What makes them choose one or the other brand?

The Internet has transformed the way people make purchasing decisions. Nowadays, consumers are on various digital communication channels and are looking for information about what they want to buy. Therefore, the presence of online business is important!

Search before buying

In a Google study, 83% of respondents who visited a store, previously did an online survey on the desired product, even if the purchase is in a physical store, consumers use their different digital channels to decide on their purchase. So, even if the primary sale is to purchase at a physical location, it is important that the product and brand are available online, at least on a platform or on a social network.

As most stores are closed to the public, the consumer was redirected to digital platforms. For some, there are still some barriers to buying online: lack of trust in the seller; need to see, touch and try before buying; electronic methods of payment, immediate payment (despite there being several offers, there are still consumers who prefer to pay in cash, except in cases where it is possible for the consumer to pay at the time the package is delivered).

How to successfully respond to consumer needs in 2021?

See the full article at The Future of Shopping Has Arrived Early: Industry Perspectives.

Improve shopping experiences to meet new consumer expectations

In addition to looking for the best price, the consumer seeks, above all, to buy safely. Designing and developing online stores whose experience is pleasant and safe for the consumer is essential. It is also important to show the stock of the most popular products, allow wishlists and store products in the shopping basket, for example.

Share information in a clear and accessible way

At the time of purchase, it is important to simplify the purchase. Therefore, an online store must be developed with the “user's journey in mind” from the choice of the product to the intention to purchase, to the moment of sharing sensitive personal data, payment methods, delivery date and, possibly, information on product return policy.

Reach out shoppers around the world

More and more consumers are finding a balance between local and global purchases.
Cross-border online sales, for example, saw an increase of about 21%, corresponding to the first half of 2020 on a global scale, compared to the same period in 2019, due to the fact that consumers are looking for greater availability of products and prices.

To build loyalty through a multidimensional strategy 

More than 60% of consumers say they have tried a new brand since the beginning of the pandemic and 58% say they used a new e-commerce platform.
This division has resulted in a decrease in loyalty, as consumers around the world say they feel less loyal when it comes to physical stores and online shopping platforms. That said, loyalty is increasingly derived from factors such as affordability.
Although the price is the driver of the loyalty of online purchases, also the deliveries, returns and their effectiveness make the customer loyal or not to the brand.

The challenges of the pandemic are growing more and more, however, for brands (small or large) with better online tools, opportunities are also growing.

Interested in creating an online store or a platform to promote your brand? Talk to us.


This article was written by Inês Paraíso, marketing & communication manager at MD3 STUDIO.

She looks for new opportunities to show our work, including on internal social networks. She is also a partner of our clients in their online communication with the creation of content in Portuguese and English. She is very fond of writing and has a gift for putting ideas into words. In fact, she says that words are always magic and have the power to reveal worlds!