There has been a steady erosion of time spent shopping over the course of this century—since roughly the take-off point of digital media, social platforms, and Big Data. This trend is likely to continue, and it is not unexpected. Online shopping, particularly mobile shopping and social commerce, has been touted for efficiency. But speed comes at a price, which is an ongoing decline in the time consumers spend with marketing and retail. The era ahead of AI shopping apps will exacerbate this.
Part of the reason consumers have welcomed this is the hassle and clutter, part of it is busier lives, and part of it is other benefits of online shopping, like assortment and price. Whatever the reason, though, it demands more of marketers. Marketing has less time and fewer opportunities to make an impact. Marketers must figure this out or be taken further down into the whirlpool of activation marketing across digital touchpoints.
Thought Starters:
1. Paralleled by a growth in online shopping. Perhaps the most widely touted benefit of online shopping is efficiency. Simpler. Easier. Quicker. More than anything, convenience has driven the explosive growth of online shopping. What’s good for consumers, though, is a mixed blessing for marketers. Consumers like speed, which means less time spent with marketing and retail. Which makes it harder to deepen relationships, do brand-building, or tell stories with ads. As e-commerce continues to grow, so, too, will these challenges.
2. Fewer people per day make each trip more crucial. Total buying stays strong, only with more buying per trip. There are fewer chances for impulse buying, social sharing, or discoveries.
3. Deliver more value for the time spent. A big reason consumers want efficiency is to escape clutter and hassle. But consumers will always spend more time if it’s well-spent and rewards their commitment.
4. Gen Z is coming of age with a presumption of efficiency. They are less forgiving of glitches and crashes.
Less attentive to long-form marketing. Less willing to linger, maybe even to be persuaded.
Here are just a few high-level suggestions: Reward time. Ramp up events and experiences. Renew mass media as a complement to digital. Rebuild trust and customer service. Reclaim consumer engagement with ever-more-engaging content and brand stories.
Contributed to Branding Strategy Insider By Walker Smith, Chief Knowledge Officer, Brand & Marketing at Kantar
Branding Strategy Insider is a service of The Blake Project: A strategic brand consultancy specializing in Brand Research, Brand Strategy, Brand Growth and Brand Education
