Urban List's newest research report, titled Add To Cart, offers an in-depth analysis of evolving retail customers and the transformation of the traditional purchase funnel into a spiraling consumer loop. The report, based on responses from over 4,000 Urban List readers across Australia and New Zealand, highlights three main themes in modern consumer behavior:
1. Non-Linear Consumer Journey: The research shows that the modern consumer journey is no longer a straightforward path from discovery to purchase. Instead, it involves a mix of online and offline discoveries, influences from peers and influencers, and varied purchase paths. This non-linear journey represents the evolving nature of consumer behavior and decision-making.
2. Contemporary Consumer Culture: The report explores contemporary consumer culture and how it impacts purchasing decisions. This includes the influence of social media, trends, and shifting values in shaping consumers' choices.
3. E-Commerce Escapism: As consumers seek more experiences and fulfillment from their online shopping experiences, e-commerce escapism becomes a key trend. Consumers are looking for engaging and enjoyable online shopping journeys that go beyond just making a purchase.
Additionally, the report emphasizes the importance of content in shaping consumer decisions. Video content, in particular, captures the attention of 60% of consumers, highlighting the need for brands to adopt diverse and dynamic content strategies to engage consumers at different stages of the decision-making process.
Urban List's strategy director, Hamish Taylor, mentions that Add To Cart serves as a comprehensive guide for retailers, marketers, and content creators to understand and leverage modern consumer behavior. The report provides actionable insights for brands to enhance engagement and conversion in a digital-centric market.
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