The Impact of COVID-19 on Online Retail
Online supply store DK Hardware examines how the pandemic is changing the habits and overall consumer behavior of online shoppers.
After more than a month of confinement, we all dream of the day when everything returns to how it was before, and we can resume our not so old habits. However, it is more realistic to think that COVID-19 has come to stay and that, after this first devastating wave, the entire population will have to remain extremely responsible and we will suffer the consequences of this pandemic for longer than we would like. We do not stop living one of those moments in history in which the foundations of our society are shaken and we experience profound changes that will prevent us from returning to the point where we were a few weeks ago.
This first month of confinement is forcing us to adopt new habits and customs that we will maintain once the state of alarm is lifted, customs that will leave consequences in multiple aspects of our lives. In this post we are going to focus on everything related to new buying habits, otherwise, it would be too long.
Change of Habits
One of the first pieces of news that hit us all hard was knowing that we could only step on the street to buy basic necessities. When we found out, we all ran to loot the supermarkets as if we had seen the four horsemen of the apocalypse arrive. Once the first moment of panic was over (fear is very powerful and completely irrational), we gradually adapted to the new situation and discovered that these small forays into the streets in search of food, medicine, within others, it was anything but pleasant: lines surrounding the supermarkets with people more than 1.5 meters dressed from top to bottom with gloves and masks, security measures to access the premises, lonely buyers fleeing from anyone who invades their personal space … measures completely justified and that we must respect, but that makes it almost traumatic to go shopping.
But this change does not stop here: during the last month, we did not know very well if the rest of online retailers dedicated to the sale of products that are not essential items would continue to operate normally. This uncertainty took its toll on this ecommerce, but once the doubt was cleared and, seeing that the orders were made and arrived relatively normally, we found the second great change in habits: buying everything that we need or want in online stores. Yes, even supplies for your home.
Has your bathroom shower window broken, and you cannot go to your usual store? You can buy it online. Have you been thinking about changing your kitchen’s plumbing system now that you’re spending more time at home? Well, you can buy it online. Companies like DK Hardware, one of the largest online home improvement retailers for a variety of hardware manufacturers all over the United States and Canada, have your back.
Think Global, Act Local
Online retail is there to satisfy your needs and now it has more prominence than ever. This situation is causing many SMEs and local businesses that saw that the online channel was only a complement or did not even consider working on that channel, have woken up from one day to the next and now consider it their priority (and if not I don’t know what they are waiting for). While many companies, both large and small, keep their productivity levels in check thanks to the option of telecommuting, many businesses are going digital so as not to be left behind and remain part of the game.
And After This, What?
The post-coronavirus world will be an even more digitized world in which the battle to get users to choose us will be even fiercer: let’s not forget that a large part of the population does not have the purchasing power it had before the pandemic and that the longer the confinement lengthens, the longer and more severe will be the economic crisis that the country is facing. In these circumstances, these factors will be key:
Price: The price war will continue to be something that online retail has to live with. The excessive stock in the warehouses together with a society that is going to look at the price with a magnifying glass, will force the stores to have competitive and attractive products.
Loyalty: With so many new players on the board, it will be more difficult to get your buyers to be loyal and make recurring purchases in the same store. Therefore, establishing a good loyalty strategy is going to be mandatory.
Omnichannel: It is more important than ever to attract and retain users, so we cannot forget the power of working multiple channels at the same time, building a powerful brand image and with the aim of being more in contact with our users: social networks, email marketing, SEO, SEM are some of the examples of channels that must be perfectly coordinated and that will work as one.
Featured in the Best Online Shops 2020 – Newsweek, DK Hardware is one of the largest online home improvement retailers for a variety of hardware manufacturers all over the United States and Canada.