As our country begins to emerge from the Covid-19 cocoon, it seems that life will never return to the pre-pandemic normal. While it may be too early to measure the true impact the past year has had on our mental health, it is safe to say that the effect has been considerably negative.
Depression, anxiety, stress, panic, and loneliness are just some of the mental health issues that individuals have experienced throughout the pandemic. And naturally so, as isolation, health concerns, loss of income stability, and many other issues weigh on our minds.
In this current climate, retailers really need to read the room if they want to stay relevant. Bombarded by large amounts of advertising, consumers are turning away from shiny, happy, heavily-edited product shots, and searching for the authenticity of real life. So what does this mean for retailers and what does customer service look like in 2021?
Joyful Consumption
A study regarding the benefits of retail therapy suggested that shopping offered people a sense of control in times of emotional or mental pessimism. Because anxiety, stress, and depression are often the result of feeling powerless, choosing to make a purchase can help people feel empowered.
However, while retail therapy in the past might have referred to short-term gratification and flippant spending, retail trends show that consumers are now more mindful and purposeful in what they choose to purchase and consume.
A notable change in consumer behavior is an increased interest in self-care and mental wellbeing. Healthcare providers and workplaces are placing more emphasis on lifestyle changes that facilitate mental health wellness. Consumers themselves are also more attracted to products and services that can rehabilitate or rejuvenate their minds and bodies.
Self-care can mean different things to different people but it generally refers to good habits or rituals that help someone sustain a healthy and happy life. Self-care products can range from aromatherapy diffusers and superfood powders to online meditation subscriptions and health-monitoring smartwatches.
When participating in retail therapy, consumers are hoping to make small investments towards a better wellness outcome. These actions could provide temporary alleviation from stress and a boost in their feelings of positivity and hope.
An increased sense of responsibility for society and the environment is also part of this new mindful existence. Consumers now prefer brands that demonstrate environmental and ethical stewardship. They are more likely to choose natural products or support smaller artisanal retailers.
As the pandemic pushed people physically apart, the need for being part of a large picture has become amplified. Individuals actively seek a sense of belonging and purpose, even in retail environments. Ultimately, their ‘feel good’ fix comes when they contribute, not only to themselves, but to the greater good.
To create a more positive brand image and stand out from the crowd, businesses should consider finding a cause to support. Besides doing good, accepting donations helps build stronger relationships with the shopper and give a boost to their feelings.
Customer Service, the Digital Way
Due to social distancing measures and lockdowns, many retailers have transitioned to a digital-first approach to reach their consumers. As the pandemic situation continues to improve, brands may consider reverting to the status quo. However, consumers are not convinced, with many intending to continue using digital retail post-pandemic.
The truth is, online shops are so much more convenient for the consumer. Online shops are always open no matter what time it is. Consumers can research and compare products without being pressured by a lurking salesperson. Payment is practically instantaneous and delivery can be direct to the doorstep.
That said, one of the top challenges facing retailers now is how to balance the cold efficiency of technology with the warmth of traditional customer service. Response and resolution times are critical to quality customer service and many brands are using AI chatbots to provide customers with friendly responses for frequently asked questions.
As consumers are becoming increasingly independent and resourceful, they also want brands to provide more flexibility and self-service options. For example, incorporating a store locator for your website that allows customers to easily arrange contactless in-store or curbside pickup for their online purchases.
Customer service, at its core, is about maintaining an enduring relationship with your audience and ensuring their satisfaction with your product or service. At the end of the day, retailers simply need to have a customer-centric approach. When it comes to providing products and services for the anxious audience, retail marketing trends that work are all about minimizing stress and magnifying positivity.
Granted, retail therapy is not a bona fide psychiatric treatment, and should never be viewed as such. However, its underlying benefits should not be dismissed. As mental wellness continues to be a growing topic of concern in the US, we can enjoy stress relief through shopping while concurrently using our consumer and retailer powers to cast a vote for change.
Ethical consumerism can help people feel good, moral, and even powerful. Brands can do their part by using their voice to initiate conversations about mental health. As long as we continue to value authenticity and support each other around mental illness, the stuff we buy is honestly just the cherry on top of what will bring us lasting happiness.