Changing Shopping Habits and Trends

Consumer trends are constantly changing with changing expectations on products and services on the part of the consumers, businesses are forced to change with the consumer trends in building a competitive edge. It has been noted that some economies are experiencing shaky times while other economies are experiencing glorious times. The fact remains that in whatever the market the business operates in, it is critical catering and understanding the consumer needs, wants, expectations and desires that are ever changing in creating a competitive edge. The global economy and the changing economies are deriving new business models that are shaping the changing shopping habits of the consumers; with the advent of the internet, most customers are engaging the social networking sites before making the final purchases, it has been noted that most customers confirm on reviews and prices.

Shopping habits are attached to presumers and custowners, emerging products and services, mobile and social networking moments, eco-friendly products and services or ‘green’ products and services, internet applications (apps), cultural heritage and national, data mining, niches and newism, frontal in terms of open communications and in the availability of demanding brands in the target market (Chaffey & Chadwick, 2012).

Surveys have indicated that the internet is constantly changing the way consumers are shopping both in online and retail outlets around the world. Many consumers, especially with the young generations first visit the web in gathering more information in the product and services, on the price and on the competitor products available in the market (Macarthy, 2013). Online reviews are shaping the future of the industry as the customers market the products and services through the word of mouth, expressed in the web. Customers are using the web to know the retailers in their proximity (Ward, 2013).

Times have significantly changed to an extent that a simple website is not effective, effective web presence is characterized with a proactive, structured and tailor made multi-platform systems with defined strategies; modern websites have worked wonders among the Small and Medium Entrepreneurs (SMEs) (Nair & Subramaniam, 2012). Retail stores and online companies embracing the technological changes have high chances of developing a competitive edge in attracting more customers and in retaining the existing customer base.

Consumers in the twenty first century are more concerned with the health issues as compared to the previous decades. A significant number of consumers are also concerned about ‘green’ products and services as a fact of environmental concerns. Health and ‘green’ concerns are noted to accelerate with ages where the consumers are after products and services that improve and maintain the deteriorating health (Macarthy, 2013). Such habits influence the shopping habits and how people spend leisure time. Retailers adapting to the changing health and ‘green’ concerns stand high in developing a competitive edge and in setting a differentiation in the target marketplace.

Customers are also concerned with the environmental and social concerns in shaping the purchasing decisions of consumers in retail outlets and in the online companies. The majority of retail outlets and online companies have invested in corporate social responsibility (CRS). CRS is critical in defining how brands and companies are perceived by the target customers and also by the general public (Moore, 2013). It has been noted that consumers in the twenty first century are concerned about visible programs, which goes beyond the services and products the organization is offering to the target market. The majority of the programs are attached to the vision and mission of the organization.

CRS is attached to producing goods and services that are in the best interests of the community; which is defined by economic development, using safe materials, job creation and environmental concerns (Nair & Subramaniam, 2012). CRS facilitates a true commitment to the core vision and mission, visibility in the social media, advanced public relations, excellent government relations and in enhancing a workplace environment that is positive.

According to statistics compiled by Sunny Mui in December 12^th 2013 (Mui, 2013), it was noted that the retail sales in the United States had risen up by zero point seven percent considering the month of November 2013. The rise was considered basing on the shopping habits that are constantly changing with the advent of internet (Mui, 2013). Retail and online businesses facilitated the spending habits of the American consumers. Surveys indicated that the rise percentage was observed within five months where most spending was in cars, furniture, electronics and in the larger items among others (Mui, 2013). The majority of sales were from the online leads due to the growth facilitated by modernization.

Surveys also indicated that the traditional retail outlets did not experience an upsurge in the sales, where online shopping was minimized. Commerce Department of the United States attached the growth in sales of online shopping where October 2013 was characterized with zero point six percent, which is lower considering the sales made in the November 2013 (Mui, 2013). It was noted that modest wages and steady hiring were influential in boosting the confidence of the consumers considering that the consumers had more purchasing power within their exposure. Household wealth was also facilitated by increased home prices and stock price in the Securities and Exchange Commission that facilitated high stock indexes (Mui, 2013).

Retail and online shopping has a number of benefits, it has been noted that the world is experiencing rapid modernization, an indication that more and more people are engaging in web browsing before they make any purchases (Geddes, 2012). Search engines and ecommerce stores are being consulted by potential customers before any significant sales are made, an indication that internet is shaping the shopping habits of the potential customers and on the existing customer base (Roebuck, 2009).

Retail and online shopping is offering better prices as compared to the traditional physical stores, it has been noted that businesses in most cases reduce the profit margin in the favour of increased customer base (Fill, 2011). Customers are able to compare different websites for the same product service and most of the retail and online stores are exempted from heavy taxation and expenses.

Retail and online shopping is convenient, in the sense that customers reduce the costs related to dressing and driving or walking to the traditional physical stores. Retail and online shopping facilitates customers engaging purchases of the products and services at the comfort of their houses (Chaffey & Chadwick, 2012). Retail and online shopping offer variety of products and services, it has been noted that majority of the products and services are customized according to the needs and wants of the target customers.

Retail and online stores have fewer traps as considered to the traditional physical stores. Retail and online stores offers their products and services at locations visible to the target customers. The websites are characterized with easy access to the products and services sort by the online consumers (Moore, 2013). Retail and online stores offers discrete shopping in the sense that it facilitates privacy of the online shoppers.

Common disadvantages of online shopping identify with the fact that customers are not able to feel and see the products and services being offered for sale, customers have to wait for the delivery of the products, purchase has a probability of being mishandled in the processes of shipping, customers may be delivered with products not requested, customers may be charged for returning goods to the distributors, customers may face online fraud, perishable goods are not offered online and substantial time is spent while deal hunting (Fill, 2011).

Visual merchandiser in retail and online stores are accountable for promotions, implementing windows and in developing store interiors with the brand standards, profiles of the stores on the direction and objectives of the outlets (Ryan & Jones, 2012).

Companies are engaging technology for marketing and advertising, it has been noted that digital marketing takes a number of formats depending on the target customers (Williams, 2013). Marketers are expected to understand the consumer behaviours of people in making sure that the right information is available to the target customers. Common digital marketing methods using technology are facilitated by Search Engine Optimization, social media marketing, pay per click ads and email newsletters among others (Geddes, 2012). The field is facing constant changes with globalization and modernization.

The future of shopping will depend highly on the retail online shops. Any organizations ignoring online presence is doomed. Marketers are developing websites and Search Engine Optimizations that are in line with the modernized and current business practices. The digital age is unavoidable, with more and more consumers engaging internet for reviews and prices before committing themselves to any purchases. High online rankings in digital marketing and advertising are critical in influencing the sales patterns.

References

Chaffey, D. & Chadwick, F. (2012). Digital Marketing: Strategy, Implementation and Practice. London: Pearson.

Fill, C. (2011). Essentials of Marketing Communications. Upper Saddle River, New Jersey: Financial Times/ Prentice Hall.

Geddes, B. (2012). Advanced Google AdWords. Hoboken, NJ: John Wiley & Sons.

Macarthy, A. (2013). 500 Social Media Marketing Tips: Essential Advice, Hints and Strategy for Business: Facebook, Twitter, Pinterest, Google+, YouTube, Instagram, LinkedIn, and More! New York: CreateSpace Independent Publishing Platform.

Moore, A. (2013). Create Your Own Website Using WordPress in a Weekend. London: ILEX.

Mui, S. (2012, December 12). US Retail Sales Up 0.7% in November, Changing Shopping Habits. Retrieved December 13, 2013, from Globial.com: http://globial.com/globialtalksbusiness/us-retail-sales-0-7-november-changing-shopping-habits/

Nair, G. & Subramaniam, K. (2012). Transformation of Traditional Marketing Communications into Paradigms of Social Media Networking. Marketing communication, Social Media Networking , 2-9.

Roebuck, C. (2009). Effective Communication. New York: AMACOM Books.

Ryan, D. & Jones, C. (2012). Understanding Digital Marketing: Marketing Strategies for Engaging the Digital Generation. London: Kogan Page.

Ward, E. (2013). Ultimate Guide to Link Building: How to Build Backlinks, Authority and Credibility for Your Website, and Increase Click Traffic and Search Ranking. New York: Entrepreneur Press.

Williams, A. (2013). SEO 2013 And Beyond: Search engine optimization will never be the same again! . New York: CreateSpace Independent Publishing Platform.