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Our June Global Consumer Insights Pulse Survey of 8, consumers in 25 countries and territories reinforces a clear imperative for companies seeking a competitive advantage: empower your consumers by providing them with the necessary tools, information, technology and support for their decision-making. The theme of the previous Global Consumer Insights Pulse Survey, published in February , was removing frictions at the point of sale or in the purchase experience. This June edition speaks directly to removing frictions before the purchase experience, and offers a road map on how to reach consumers at crucial points of decision. What follows will amplify the voice of the consumer in areas that have long been important, but that are evolving against a backdrop of heightened pressure and innovation: how to leverage technology such as generative AI and chatbots; where to invest in customer relationship management CRM , mobile apps and social media; where to build out direct-to-consumer D2C and subscription capabilities; how to meet customers where they are on issues of environmental, social and governance ESG and sustainability; and where to capture growth in consumer spending in the coming months. By bringing greater focus and resources to the point of decision, businesses can get closer to their customers, fostering both paid and earned loyalty. And by doing so, they can contribute to a more efficient, responsible and profitable marketplace. Half of those polled intend to boost their online spending over the next six months. More than half of consumers rank search as their top source for pre-purchase information. By the time they unload their shopping cart—either at the end of an in-store queue or on an e-commerce website—they have already made a lot of crucial decisions. The decision-making starts when they reach the point of deciding they need to make a purchase. This is followed by a series of pre-purchase behaviours, usually technology-enabled, that ultimately result in experiences they regard as frictionless and effective. In our most recent survey, consumers told us that they begin by scouring the internet to amass information about a particular product or service, compare prices, read reviews and consider retailers. This marked the first time we asked consumers to identify their research preferences. Next, we asked what devices consumers decide to use when they access these sources. And they increasingly rely on mobile devices when they themselves are mobile. Four in ten consumers use their phones while walking up and down store aisles to access online product information and comparisons. Marketers and retailers continue to expand their use of social media—and social media use has important implications for the decision-making process. Furthermore, this indicates potential ad growth on streaming platforms targeted to these audiences as they further embrace digital media see chart below. Another platform for visibility, the metaverse , promises to deliver the ultimate in frictionless shopping technology, though that immersive virtual world in which your avatar does the work is still unfolding in complexity and usage. Once again, consumers were asked about their metaverse activities over the past six months. In the rapidly evolving world of e-commerce, retailers are continually seeking innovative ways to enhance the pre-purchase decision-making process for customers. Generative artificial intelligence AI is a transformative tool that holds immense potential for businesses. By leveraging generative AI, e-commerce retailers can revolutionise the way consumers explore, evaluate and ultimately decide on their purchases. Shoppers seem eager to have chatbots act as their digital assistants—but they are less enthusiastic about receiving communications from them see chart below. We have identified four distinct groups of consumers based on their utilisation of tech. One salient finding from our survey is that consumers are increasingly making the decision to eschew traditional middlemen and marketplaces in favour of buying directly from brands. Firms would do well to capitalise on D2C trends; with the right marketing tools and technologies, they can connect more often with the end consumer, bypassing their retailer partners. Indeed, those who are able to maintain sophisticated e-commerce channels and optimise digital marketing technology have increased control over the customer experience, access to valuable customer data and insights, and improved profit margins and revenue opportunities. To date, aggregators and e-commerce giants have had the advantages of scale, price and often ease of use. But it is clear that D2C brands and companies have their own advantages. The decision to subscribe is, in effect, a decision to purchase a given product or service over a fixed period. And subscriptions have been popular. But now the bloom appears to be coming off the rose, as consumers take a second look at their discretionary spending and competition expands to more categories—with knock-on effects on brand loyalty. What emerges clearly from our survey is that consumers are rethinking how and when they engage with brands. To glean more context on this topic, consumers were asked why they are currently signed up or plan to subscribe to a given product or service. Consumers have made up their mind about sustainability, and they are willing to pay a premium for it. Consumers get the benefit of aligning their social concerns with purchasing practices; companies, for their part, may get some much-needed pricing power. Millennials and gen Z, who typically espouse social consciousness and environmental justice, were the most open to spending more for the sake of sustainability see chart below. Another important decision point comes after the purchase. Returns have always been a fact of shopping life. With the evolution of e-commerce, however, returns have become a trickier issue for e-tailers than for brick-and-mortar retailers, mostly due to fluctuating shipping costs and logistics. The unexpected surge in online shopping during the pandemic only exacerbated the situation. Consumer spending within specific product categories in the coming months has significantly gone up, too. Asked about less essential purchases, they predict more dramatic increases in spending, indicating a willingness to buy what they want but do not necessarily need. The now-and-then comparisons are also sizeable among customers anticipating spending more on home improvement items, something retailers in that sector will be carefully watching, as their recent earnings reports show that consumers are focusing on basic versus discretionary products. Through effective strategies, companies operating in consumer markets hold the potential to influence the critical decision points where customers make their crucial choices. By understanding and capitalising on these opportunities, companies can successfully intervene at key decision points and guide customers towards choosing their products or services. The Global Consumer Insights Survey is a biannual study that seeks to keep a closer watch on changing consumer trends. The respondents were at least 18 years old and were required to have shopped online at least once in the previous year. CEO Takehiko Kakiuchi explains how the conglomerate is navigating the global recovery and planning for a sustainable future. All rights reserved. Please see www. Skip to content Skip to footer. Featured Climate risk, resilience and adaptation. Business transformation. Sustainability assurance. Featured The Leadership Agenda. Global Workforce Hopes and Fears Survey About us. Featured The New Equation. Committing to Net Zero. The Solvers Challenge. View All Results. Copy link Link copied to clipboard. The Leadership Agenda Explore now. Decision point: Where do consumers look for information? Filter by Compare to None. Consumers show a willingness to adopt generative AI In the rapidly evolving world of e-commerce, retailers are continually seeking innovative ways to enhance the pre-purchase decision-making process for customers. Take action on search and tech Optimise search engine optimisation SEO beyond a keywords strategy. High-quality, relevant, and unique content helps you get noticed by search aggregators and deliver targeted messaging directly to consumers. Increase the investment of data into AI applications to optimise assortment, pricing and supply chain, among other functions. Establish clear leadership through a distinct stakeholder, such as the chief data officer CDO , to allow for consistency and scalability from the outset. Want to better understand tech adoption? Consider our consumer segmentation models. Decision point: Whom do consumers want to buy from? Subscriptions: A shift from growth engine to contested decision point The decision to subscribe is, in effect, a decision to purchase a given product or service over a fixed period. Take action on D2C and subscription Prioritise a customer experience that is frictionless and omnichannel—ensuring consistency across your CRM tools, and in messaging and product information across your D2C website, mobile app, social media platforms, and physical stores. Decision point: What are consumers willing to pay for sustainability? Reducing returns Another important decision point comes after the purchase. Take action on sustainability Conduct product life cycle cost analysis to optimise a pricing strategy for sustainable goods. Effectively communicate the sustainability benefits of products through credible reporting that emphasises the long-term benefits and value proposition of sustainable choices. Take action to capture future spend Enhance the provision of comprehensive and accurate product information to help consumers make informed decisions—including by leveraging technologies such as augmented reality AR or virtual reality VR to offer virtual product experiences. Utilise customer data and advanced analytics to deliver personalised product recommendations. Personalisation based on customer preferences, purchase history, and browsing behaviour enhances the shopping experience, increases relevancy, and encourages future spending. Get in touch Reach out to start a conversation. Follow us. PwC office locations Site map Contact us. Legal notices Privacy Cookie policy Legal disclaimer Terms and conditions.

Buying blow online in Kuwait