De nieuwe Amerikaanse consumentenanalyse: trends waarmee Amerikaanse retailers worden geconfronteerd

Following the “Great Recession” of 2009, consumers are living in the “new normal”.  Here are some of the changes facing consumers and retailers in 2010.

Zuinigheid

Consumers are spending less. Coupons, private labeled goods, loyalty rewards cards, products in bulk, self-service and discount stores are increasingly part of the consumer’s protection against financial worries. Deflation in prices is a fear among retailers.

Consumers are both more educated and risk-averse when purchasing products.  They use productbeoordelingssites to read other users’ product ratings and to compare prices and functionality.

American consumers tend to increasingly seek to enhance their wellness without the help of a medical professional. Biologische winkels zijn populairder geworden, ondanks de obesitasepidemie.

Herdefinieerd consumentisme en waarden

The American consumers analysis shows that the attitudes toward ravenous consumerism has changed.  According to one survey, 75% of respondents mentioned they would rather spend more time with family than make more money.

Consumers are increasingly pressured to pay off debt and consume only necessary products, instead of continue past consumption habits.

Increasingly, consumers want to know about product sustainability and the origination of goods.  Locally produced goods are increasingly becoming a fixture in supermarkets.

Fysieke winkels zullen niet voor alle retailers uitsterven

While brick-and-mortar shopping malls and video stores have declined, retail banks and specialty stores (e.g. Apple-winkel en Sony Store) zijn nog steeds relevant voor consumenten. Online winkelen en lokale retailers worden steeds belangrijker.

Er ontstaan nieuwe consumptietrends, zoals online boodschappen doen in stedelijke gebieden.

Retailers vinden nieuwe manieren om relevant te zijn voor consumenten 

Geavanceerde digitale bewegwijzering wordt voor retailers een manier om aanbiedingen te promoten en de effectiviteit van in-store-aanbiedingen te volgen. point of purchase advertising en berichten.

“Nostalgia marketing” is a rising trend, particularly with products targeted toward Baby Boomers. Marketers are creating goods emphasizing emotional connections to meaningful symbols.