Being Competitive in 2021
I heard someone in an interview the other day say consumers wanted things to return to pre-COVID levels. The speaker believed that people didn’t care where or how things were made – spending was returning to “normal.” I disagree. Everything I’m reading about the post-pandemic consumer says that thing have definitely changed.
Several mega-trends have emerged that I don’t feel will leave soon: personalization and the increased desire to buy-it-on-my-terms. People want to purchase items that are or appear to be built for them and they want those items delivered to their doorstep or their car; “come to me so I don’t have to come to you.” For those who have taken advantage of box-of-the-month subscription services from Christian book clubs to those that sell vices, you experience those each time you purchase. While the box is identical for all participants, it seems to be written just for you. The marketing and materials they provide speak directly to you. It’s targeted and reaches the mark. They are delivered to your doorstep and seem to be made for you.