Consumer Behaviour

Meaning and Definition:

Consumer behaviour is the study of how individual customers, groups or organizations select,
buy, use, and dispose ideas, goods, and services to satisfy their needs and wants. It refers to the
actions of the consumers in the marketplace and the underlying motives for those actions.
Marketers expect that by understanding what causes the consumers to buy particular goods and
services, they will be able to determine—which products are needed in the marketplace, which
are obsolete, and how best to present the goods to the consumers.

The study of consumer behaviour assumes that the consumers are actors in the marketplace. The
perspective of role theory assumes that consumers play various roles in the marketplace. Starting
from the information provider, from the user to the payer and to the disposer, consumers play
these roles in the decision process.

The roles also vary in different consumption situations; for example, a mother plays the role of
an influencer in a child’s purchase process, whereas she plays the role of a disposer for the
products consumed by the family.
Some selected definitions of consumer behaviour are as follows:
1. According to Engel, Blackwell, and Mansard, ‘consumer behaviour is the actions and decision
processes of people who purchase goods and services for personal consumption’.

2. According to Louden and Bitta, ‘consumer behaviour is the decision process and physical
activity, which individuals engage in when evaluating, acquiring, using or disposing of goods
and services’.

Nature of Consumer Behaviour:

1. Influenced by various factors:

The various factors that influence the consumer behaviour are as follows:

a. Marketing factors such as product design, price, promotion, packaging, positioning and dis-
tribution.

b. Personal factors such as age, gender, education and income level.

c. Psychological factors such as buying motives, perception of the product and attitudes towards
the product.

d. Situational factors such as physical surroundings at the time of purchase, social surroundings
and time factor.

e. Social factors such as social status, reference groups and family.

f. Cultural factors, such as religion, social class—caste and sub-castes.

2. Undergoes a constant change:

Consumer behaviour is not static. It undergoes a change over a period of time depending on the
nature of products. For example, kids prefer colorful and fancy footwear, but as they grow up as
teenagers and young adults, they prefer trendy footwear, and as middle-aged and senior citizens
they prefer more sober footwear. The change in buying behaviour may take place due to several
other factors such as increase in income level, education level and marketing factors.

3. Varies from consumer to consumer:

All consumers do not behave in the same manner. Different consumers behave differently. The
differences in consumer behaviour are due to individual factors such as the nature of the
consumers, lifestyle and culture. For example, some consumers are technoholics. They go on a
shopping and spend beyond their means.
They borrow money from friends, relatives, banks, and at times even adopt unethical means to
spend on shopping of advance technologies. But there are other consumers who, despite having
surplus money, do not go even for the regular purchases and avoid use and purchase of advance
technologies.

4. Varies from region to region and country to county:

The consumer behaviour varies across states, regions and countries. For example, the behaviour
of the urban consumers is different from that of the rural consumers. A good number of rural
consumers are conservative in their buying behaviours.

The rich rural consumers may think twice to spend on luxuries despite having sufficient funds,
whereas the urban consumers may even take bank loans to buy luxury items such as cars and
household appliances. The consumer behaviour may also varies across the states, regions and
countries. It may differ depending on the upbringing, lifestyles and level of development.

5. Information on consumer behaviour is important to the marketers:

Marketers need to have a good knowledge of the consumer behaviour. They need to study the
various factors that influence the consumer behaviour of their target customers.

The knowledge of consumer behaviour enables them to take appropriate marketing

decisions in respect of the following factors:

a. Product design/model
b. Pricing of the product
c. Promotion of the product
d. Packaging
e. Positioning
f. Place of distribution

6. Leads to purchase decision:

A positive consumer behaviour leads to a purchase decision. A consumer may take the decision
of buying a product on the basis of different buying motives. The purchase decision leads to
higher demand, and the sales of the marketers increase. Therefore, marketers need to influence
consumer behaviour to increase their purchases.

7. Varies from product to product:

Consumer behaviour is different for different products. There are some consumers who may buy
more quantity of certain items and very low or no quantity of other items. For example, teenagers
may spend heavily on products such as cell phones and branded wears for snob appeal, but may
not spend on general and academic reading. A middle- aged person may spend less on clothing,
but may invest money in savings, insurance schemes, pension schemes, and so on.
8. Improves standard of living:

The buying behaviour of the consumers may lead to higher standard of living. The more a person
buys the goods and services, the higher is the standard of living. But if a person spends less on
goods and services, despite having a good income, they deprives themselves of higher standard
of living.

9. Reflects status:

The consumer behaviour is not only influenced by the status of a consumer, but it also reflects it.
The consumers who own luxury cars, watches and other items are considered belonging to a
higher status. The luxury items also give a sense of pride to the owners.
Coronavirus impact: Consumer Behaviour During COVID-19 lockdown
The impact of the coronavirus (Covid-19) on the retail industry is being widely felt. Retailers
which rely on customer footfall, such as traditional brick-and-mortar department stores, have
been significantly affected.

The COVID-19 pandemic has fundamentally changed the world as we know it. People are living
differently, buying differently and in many ways, thinking differently. Supply chains have been
tested. Retailers are closing doors. Consumers across the globe are looking at products and
brands through a new lens.

This pandemic is having a significant impact on every aspect of life, including how people shop.
Retailers around the world are facing new challenges, the sudden boom in e-commerce,
especially in grocery delivery, means they have to respond to a surge in orders to cope with the
drastic growth. Consumers have demands, with delivery windows full, they remain more than
ever driven by delivery options, visibility, communication and the final mile retailer strategy.

The virus is reshaping the consumer goods industry in real time, rapidly accelerating long-term
underlying trends in the space of mere weeks. This research indicates that new habits formed
now will endure beyond this crisis, permanently changing what we value, how and where we
shop, and how we live and work.

Even as this crisis continues to evolve, by exploring the changes that are happening now, we can
consider what consumer goods businesses should do today to prepare for what’s next.

Conversely, the coronavirus outbreak may introduce new opportunities to the retail industry, and
online retailers are increasing trading volumes and attracting new customers. However, all firms
face supply chain challenges due to traffic restrictions, limitations on cross provincial
procurements and a lack of delivery capacity.

So, what exactly are people buying?

As people come to terms with their new living situations, their buying behaviour has adapted to
suit their needs. While panic buying may have slowed in some countries, consumers continue to
stock up on supplies, or “pandemic pantry products”. Our changing behaviours have resulted in a
number of product categories experiencing a surge in demand — and although a lot of them are
practical, others are wonderfully weird.

For Retailers, there have never been tougher climates to trade in — physical stores have been
closed, consumer confidence is low, and peoples are spending less on non-essential items. Retail
has been thrown upside down – the things we were busy with don’t really matter as much
anymore, and our priorities have changed.
Getting to know the consumer in crisis :

Consumers are deeply concerned about the impact of COVID-19, both from a health and
economic perspective. People are responding in a variety of ways and have differing
attitudes, behaviors and purchasing habits. People across the globe are afraid as they strive to
adapt to a new normal. Fear is running high as individuals contemplate what this crisis means for
them, but more significantly, what it means for their families and friends, and society at large.
Consumers are responding to the crisis in a variety of ways. Some feel anxious and worried,
fueling panic-buying of staples and hygiene products. At the other extreme, some consumers
remain indifferent to the pandemic and are continuing their business as usual, despite
recommendations from government and health professionals. CPG companies will need to
understand how their own consumers are reacting, and develop customized and personalized
marketing strategies for each. The days of one-size-fits-all marketing are over.

New buying behaviors in this new normal :

Why, what and how consumers buy is changing due to the COVID-19 outbreak. Consumer
priorities have become centered on the most basic needs, sending demand for hygiene, cleaning
and staples products soaring, while non-essential categories slump. The factors that influence
brand decisions are also changing as a "buy local" trend accelerates. Digital commerce has also
seen a boost as new consumers migrate online for grocery shopping – a rise that is likely to be
sustained post-outbreak.
In times like these, our need for the basic necessities of life takes precedence. It comes as no
surprise that personal health is the top priority for the consumers as surveyed, followed by the
health of friends and family. Food and medical security, financial security and personal safety
were other leading priorities.

The social impact :

The COVID-19 outbreak has slowed the pace and changed daily life for many consumers, and
this is having a profound impact on the way we view personal hygiene, health and how we
engage with our communities, friends and families. People are embracing technology more than
ever to support all aspects and consequences of isolation. There is also positive evidence to
suggest that this crisis will build communities, rather than separate them.
The ways in which people spend their leisure time are changing because of the outbreak and
related social distancing measures, and again, these habits are likely to be sustained. More than
half (61%) plan to continue watching more news after the outbreak, while 55% will prioritize
more time with family. Entertainment, learning and DIY have also seen a rise.
This trend is reflected in the types of apps that consumers are downloading, related to
entertainment, news, healthcare and education. Underlying consumer needs (e.g. to connect, to
be entertained, to learn, to be informed) remain the same, yet technology is changing the way it
happens. CPG companies must increase their focus on digital vs. traditional tools to engage with
consumers and improve experiences.
Retail consumer behavior is changing at unprecedented speed :
The COVID-19 global pandemic is having a profound impact on consumers’ lives. As stay-at-
home orders and country-wide lockdowns start to be eased, consumer behavior continues to be
driven by new personal circumstances, such as changes in discretionary income and spare time,
and reconsidered values and priorities.

Retail consumers adapt to new personal circumstances :

Changes to disposable income and available leisure time are influencing consumers’ attitudes,
behaviors and purchasing habits. For example, 33% of consumers are finding themselves
‘financially-squeezed’, with less disposable income compared to before the crisis, and are
shopping more cost consciously, whereas 26% (the ‘Resource-Rich’) have increased both their
disposable income and free time, and are enjoying new leisure pursuits.
In markets where the pandemic is stabilizing, economic concerns remain high, denting consumer
confidence. And although fears about health are gradually subsiding, consumers remain
uncomfortable about visiting public places, although they are relatively more comfortable with
familiar places such as grocery and pharmacy stores.

Retail consumers adopt conscious and mindful purchasing habits :

Consumers are more mindful than ever about what they are buying—and it’s a mindset that’s
likely to continue. The majority (75%) are limiting food waste, and 67% are shopping more
health-consciously. In both cases, 90% of these consumer groups are likely to continue with
these habits.
Demand for local goods is growing, as consumers seek out products they feel they can trust, and
efficiency is also on consumers’ minds, as they are doing fewer and larger shopping trips.

Retail consumers embrace digital commerce and Omni channel :

With lock-downs in place and many stores shuttered, ecommerce has surged. Adoption has
accelerated from previously uninitiated users, especially in under-penetrated categories such as
grocery. Consumers have also increased their use of Omni channel services like contactless
payment, social commerce, virtual consultations and curbside pickup. It’s new behavior that they
plan to continue.

Retail consumers find creative ways to fill their time at home :

With more time spent at home, consumers are engaging in new or renewed activities during their
spare time. More than half (62%) are trying new recipes, 51% are spending time on home
improvements, and 48% are embarking on new skills or online education. In each case, the vast
majority expect to continue with these activities.
Families are welcoming the opportunity to spend more time together, and new ways of
socializing are gaining in popularity as people connect virtually. With the switch in many cases
to working from home, employees have embraced their new environments and many expect to
continue or increase their time spent home working in the future.

 Four consumer segments have emerged during the COVID-19 crisis

1. Save and stockpile : Includes 35% of consumers

 Not so concerned about the pandemic, but worried about their families. Pessimistic about
the long-term effects.

2. Cut deep : Includes 27% of consumers

 Hardest hit by the pandemic. Most pessimistic about the future. Spending less across all
categories.

3. Stay calm, carry on : Includes 26% of consumers

 Not changing their spending habits. Not directly impacted by the pandemic. Worried that
others are stockpiling.

4. Hibernate and spend : Includes 11% of consumers

 Most concerned about the pandemic. But best positioned to deal with it. Optimistic for
the future. Spending more across the board.
How is COVID-19 affecting the way you spend money on the following ?

Consumers in the “Hibernate and spend” segment – who are mostly aged 18-44 – are those most
concerned about the impact of the pandemic. But only 40% of them say they are shopping less
frequently. And while 42% say the products they buy have changed significantly, 46% of them
say brands are now more important to them.

The Index shows much bigger changes in the “Cut deep” segment. These consumers – who are
mainly over 45 – have seen the most impact on their employment. Almost a quarter have had
their jobs suspended, either temporarily or permanently. Seventy-eight percent of them are
shopping less frequently, and 64% are only buying the essentials. In contrast to the Hibernate
and spend segment, 33% of consumers here feel brands are now far less important to them.

Could the consumer shopping habits for good?

As consumers get used to living in lockdown, they have no choice but to turn to online delivery
for their shopping. Working from home is changing the priorities of what we all value too. As
more consumers are forced to shop online to stay safe, they will inevitably habituate searching
and buying products online.

 45% believe that how they shop will have changed permanently, and 38% say the same
about what they will buy.

Retailers should look ahead to the new shopping habits of post-coronavirus consumers. The
suggestions are that consumers will buy more sustainably and may shy away from using
touchscreens in stores and restaurants. It is also suggested that consumers will change the way
they buy – and the way they use technology.
Many consumers will remember and value which retailers and consumer goods companies met
their needs and formed a personal relationship during these times, influencing long-term loyalty.

Final Mile Logistics are crucial to modern eCommerce and Omni

channel Supply Chains :
Online retailers and their carriers are delivering parcels almost 20% faster than usual as the
ongoing coronavirus crisis continues to unfold. This rise in efficiency is being put down to a
number of key factors including people being confined to their homes during the day and more
able to receive parcels on the first try and many carriers removing the need for a signature on
delivery, which again saves time.

More customers are also likely to be opting for carriers to leave their parcel in a safe location,
which again increases first-attempt delivery success, while carriers are able to get from A to B
much quicker as the roads are far less busy.

With more consumers using final mile delivery services, there is huge pressure on carriers to
deliver consumers their orders. Retailers need to maximize their delivery promise to the
consumer with a delivery management solution, defining the right carrier for the right product.

These delivery management systems protect the Retailer from having all deliveries with one
carrier, drive cost through efficiency, integrates all carriers into one system to create a stronger
customer service and consumer choice and visibility of final mile. One system that delivers a
customer promise.

Consumers’ expectations on delivery - the ‘two hour’ or ‘four hour’ versus ‘tomorrow or the
next day’ has also seen a drastic change. Retailers cannot keep to this promise, not only because
of the growth in online orders, but also because of health and safety guidelines, social distancing
and work from home that impact productivity within the warehouse, fulfillment and supply
chain.

Retailers need some flexibility and creativity in the final mile, working with their carriers to
present a range of delivery options will help carriers deal with the increasing demand on their
services. Drivers signing for deliveries and contact-free delivery drop-offs have replaced many
click and collect options to consumers, as an example.

It is key during this time that customers gain the visibility and communication they require.
Many retailers have seen a large increase in customer contacts, leading to long wait times and
un-happy customers. Retailers and carriers need to be clearly communicating with their
customers and providing as much visibility within their supply chain and final mile as possible.

As we have already said, Retailers need to continue to build their brand trust and boost consumer
confidence, many consumers will remember and value which retailers met their needs during
these times, influencing long-term loyalty.

The only bonus at the moment is generally we are all at home!

Will technology deliver a greater consumer experience?
Ensure that your technology is scalable on demand, using modern architecture and cloud
infrastructure to handle bursts of growth and the diverse needs of emerging Omni channel
experiences.

This is not just limited to what is traditionally viewed as ‘customer facing systems’. Supply
Chain systems that are playing a real time role in the overall customer experience (OMS, WMS,
TMS, customer data platforms and even network modeling and planning systems).

Retailers need to be asking themselves if their existing end-to-end solutions supports the
increases in traffic of the new normal. Agility and flexibility in all areas of the supply chains
using digital interventions. Retailers will need to invest in the next generation of supply chain
control towers, provide visibility, optimize delivery networks, inventory, cost-to-serve, and
service levels across entire supply chains.

Retailers need their Supply Chain Technology  to increase efficiency and reduce emissions
through collaboration and data driven logistics. As a result of the supply chain disruption the
consumer demand is shifting to eCommerce online retail and marketplace channels purely out of
necessity.

For many organizations, this ‘new normal’ will require market leading technology and
continuous innovation, collaboration and visibility to deliver a customer promise.

These are difficult times for everyone working in the supply chain, you don’t need to wait for the
next disaster to take action in planning to understand the risks on your end-to-end supply chain –
today, tomorrow and long into the future.

Immediate action across the supply chain can help retailers meet consumer demand.

5 Retail Supply Chain actions to support the ‘new normal’

 
1. Suppliers

 Establish Daily meetings with strategic suppliers

 Reduce product variety
 Reduce on-time, in-full requirements as well as payment terms for key suppliers
 Mitigate risk for existing orders, in collaboration with suppliers

2. Merchandising

 Revise buy plans and reallocate staff towards higher demanding categories
 Override algorithms to redirect inventory to high-density areas
 Dial down near-term buy plans
3. Distribution

 Retrain employees and redeploy them to the distribution centers in high demand areas
 Raise wages and make temporary hires
 Maintain good work hygiene
 Cross-train store and office staff to assist eCommerce Retail team

4. Supply Chain

 Allocate more transport capacity to high-demand items

 Have suppliers deliver directly to stores
 Stage products at strategic hub stores to feed smaller stores
 Offer transportation capacity using fleet to support movement of critical goods

5. Delivery & Final Mile

 Relax Same-Day and Next-Day Services

 Optimize routing and accommodate more delivery slots
 Enforce order maximums
 Expand fulfillment and return options and give customers flexibility

The changing consumer behaviour and how fashion and apparel brands
can survive COVID-19

COVID-19 has slowed down sales for businesses across various industries. Especially fashion
and apparel, that lies under the non-essentials category. But as the government starts to relax the
lockdowns and restrictions, it’s time to get back to business. Although this time, fashion and
apparel businesses need to be aware of how their consumer’s behaviour has evolved during this
period.

Understanding and adapting to the ‘new-normal’ consumer 

1. Consumers are choosing to make more online purchases 

eCommerce has been growing at a rapid pace over the last few years. The pandemic only
accelerated the adoption across all industries. Consumers now choose online shopping for even
their day-to-day necessities to avoid stepping into public spaces. 
Fashion and apparel brands now need to consider going online with their products. It will give
them the ability to reach out to their existing customers and attract new ones by promoting a
‘safer’ way to shop that lets them experience in-store shopping, online. 
According to the Economic Times, Indian consumers may shift to only online shopping in the
next 9 months. 
2. Consumers are seeking bulk discounts for volume purchases 

The new-age consumer is more informed than ever. They are aware of the possible limitations on
the availability of items and delivery delays. That’s why you’ll see this new consumer choose to
buy certain products in bulk. So they can remain prepared for days to come by making the
purchase once. But at the same time, they’re also looking for brands that can offer them
discounts on bulk purchases so that they can do the same on other items they need. 
Fashion and apparel brands will need to understand their customers better and which of their
products in the inventory can be sold in bulk. Creating bundles of fashion wear is a good idea to
make more sales right now, but so is keeping in mind what kind of fashion wear the consumer is
more likely to put to use as of today.

3. Consumers are spending more time on mobile 

 
In lockdowns and with very few places to go, this new consumer that you’re targeting is
spending more time on their mobile devices.  According to Social Media Today, people are
spending 20% more time in apps alone. 
Fashion and apparel retailers need to take this consumer behaviour into account to be able to
reach them where they are the most active. It’s a good idea to move past just mobile-web ready
online stores to setting up native apps for your store. The easier it is for a consumer to browse
through your products, create wish lists and make purchases, the higher will be your
conversions. 
Retailers that have adapted to this change have seen a spike in their sales and revenue by a
whopping 26%.

4. Consumers prefer making online payments 

The want of limiting contact with the outside world has increased the number of consumers who
choose to make online payments for their orders. You can see a clear drift from opting for COD
(cash on delivery) to looking for online payment modes like Netbanking, digital wallets and
more. 
Fashion and apparel businesses will need to take into account the different types of shoppers
their online store will get. It is important to now offer multiple payment modes to consumers to
ensure you don’t lose out on sales. 
A good idea is to start by analysing what your existing customers chose for making online
payments. Then take a look at what other competing brands are offering to their consumers to
make online shopping easier. Remember, the idea is to offer popular payment methods in your
target area.

5. Consumers are demanding no-contact delivery 

Continuing on the consumer’s need to limit contact with delivery personnel, offering the right
delivery mode has also become important to survive the COVID-19 slowdown. If your store has
been offering regular delivery methods that don’t boast of the no-contact and doorstep delivery,
you’ll see a lot of consumers walking away. 
As a fashion and apparel brand, you need to ensure that you have a hygiene page up on your
store. This page should share how you’re following all regulations to ensure safe delivery of
orders. Including a line or two on your packaging process can get you more brownie points from
consumers. 
Another delivery method that retailers can now consider is buying online and pick-up from the
store. This gives the consumer the flexibility to choose when they want to pick up their order and
mental satisfaction of how the number of people in contact with their order gets reduced. 

6. Consumers want to engage with brands that support a cause 

These are difficult times and the new-age consumer is choosing to do their bit in giving back to
society. There has been an increase in the number of people that choose to interact with a brand
or buy from them after seeing that they support a cause that is commonly shared. More than
discounts, ‘cause marketing’ is what will drive more sales for online retailers. 
Fashion and apparel brands will need to look into what their target audience cares about the
most. Then you need to identify how you can join them in their efforts to add value to those in
need. 
For example, GoCoop is running a campaign called ‘crafting a safe environment’ to help
strengthen local businesses. They’re promoting masks crafted by artisans across the country to
help them tide over the COVID-19 slowdown. This helps them create a positive impression on
their customers and also do their bit for society.

7. Consumers are seeking familiarity 

These are uncertain times and being introduced to something new isn’t exactly what consumers
are looking for. A study by bloomreach suggests that consumers are now looking for familiarity
and nostalgia. They want to purchase items that remind them of their childhood or the happier
times as we call it. 
While fashion trends can’t really have a nostalgic throwback, you can change your messaging
slightly to tap into the consumer emotion. For instance, run a campaign that asks them about
their favourite age-old fashion trend. Give them a chance to get featured on your feed and you’ll
see how word-of-mouth starts to drive more people to your store. 
While you’re running campaigns or creating content, remember to be empathetic. This is your
chance to reset your narrative and make consumers fall in love with your brand.

8. Consumers are focusing on buying essentials 

Consumers are still adapting to the new normal. That’s why their spending habits have been
altering week after week. While some industries have seen an upsurge in the number of orders
being placed online, there are others that don’t even make it to the list of ‘should check out these
products’. 
It’s not just consumer behaviour that your fashion and apparel brand needs to take into
consideration. You also need to identify what products are consumers looking for and using. The
closer you are to selling what your consumers need, the more likely they are to purchase from
your store. 
For example, Tjori is an online store that sells ethnic wear. But in the light of current events, they
have customized their homepage to promote ‘back to work essentials’. The collection includes
hand sanitizers, masks, gloves and even bundles. 

9. Consumers are seeking an immersive experience  

With the rise in mobile app usage and technology, consumers are also expecting online retailers
to offer an interactive platform. Since they’re limited in ways to get a look and feel of a product,
they expect brands to be able to offer them as much information so as to make an informed
purchase. 
Another post on Forbes highlighted how virtual catwalks and digital fashion is changing the
industry. But it’s not just for the industry leaders to take into account. 
With smart apps, your store can offer virtual try-ons to consumers on products. This will help
them get an understanding of how the product looks on them. On the flip side, it will help your
store reduce the number of returns and refunds. 

10. Consumers want to plan their budgets better 

No one knows what the next week is going to look like. That’s why consumers are being careful
about their spending habits. While a lot of them are focusing on purchasing only the absolute
essentials, there are others indulging in non-essentials but in a limited manner. They want to save
on their resources for tougher times. 

Consumer behaviour is still changing. But the one thing that is clear from how even the
restrictions on lockdowns are opening, is that digital is the way to go. For fashion and apparel
retailers who have been under stricter lockdowns and restrictions, the only way to tide over the
pandemic is moving closer to the demands of the shopper. 
Conclusion :

The retail industry has experienced major disruptions in the past, but consumer preferences and
shopping patterns have never shifted so quickly. As well as changing how they shop, the reasons
why consumers shop has also changed forever. Retailers need to draw on data-driven insights to
renew their relationship with consumers.

Responsibility to employees and consumers has taken on a new significance. When it comes to

restarting the economy, the near-ubiquitous lack of consumer confidence will pose an enormous
challenge. Retailers need to build trust with consumers, such as implementing visible safety and
hygiene measures for staff and customers in stores.

With the rise of the conscious consumer, and the intent to make environmental and ethical
purchasing decisions, retailers need to build sustainability into the core of their businesses, and
look for new ways to grow.

Retailers need to improve shopping efficiency, both online and offline, and be ready to respond
to rapidly shifting needs as the pandemic evolves. The increased use of digital requires retailers
to substantially increase their investment in Omni channel capabilities.

Retailers have an opportunity to reset and rebuild their businesses. How they help consumers to
get through the now and next of the pandemic will influence their success in the years ahead.