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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.
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