The COVID-19 pandemic and associated lockdowns throughout the U.S. have dramatically affected shopping behavior and shifted priorities for retail customers. While the pandemic has resulted in revenue declines for the majority of businesses, some brand owners and retailers have seen significant growth by adapting their offerings and communication to capitalize on new customer needs and behaviors.
We investigated the scale and variation of the lockdown’s impact on shopping behaviors across a number of product categories, fielding three surveys (in late March, late April, and late May 2020) among a representative sample of more than 5,000 U.S. households. The key findings of our March survey formed the basis of our article “Growth Opportunities for Brands During the COVID-19 Crisis.”
As it became clear that the reopening of the economy would be phased, we extended the focus of our April and May research to identify a new spectrum of customer segments and the factors influencing their likelihood to return to in-person shopping. This article draws on these findings to identify how retail stores and brand owners that rely significantly on physical retail can reengage with former customers or tailor their offerings and communication to appeal to these new customer segments.