The report breaks down consumers’ demand for streamlined experiences, convenience, simplicity in online and in-store purchases, all of which have been amplified during COVID-19

Avionos, which designs and implements digital commerce and marketing solutions, releases its third annual B2C buyer report, “Who Wins Where: Lessons for Digital Brands and Traditional Retailers.” The report outlines consumers’ expectations for shopping with digitally native brands and traditional retailers, what each excel and can improve at, and ultimately how the two sides can learn from each other to better meet consumers’ demands as consumer habits shift and evolve. The data comes at an especially relevant time as the current COVID-19 pandemic saw April’s daily U.S. ecommerce sales increase by 49%.

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To gain a deeper understanding of consumer expectations, Avionos surveyed 1,250 U.S. online shoppers who have shopped online within the past year. The “Who Wins Where: Lessons for Digital Brands and Traditional Retailers” report uncovered that, although digitally native brands are stronger when it comes to in-store experiences, traditional retailers are better when it comes to loyalty and relationship-building. However, it’s important to note that consumers expect convenience and personalization regardless of where they shop. In fact, consumers identified a simple and easy eCommerce experience as their top priority when shopping online at digitally native brands (70%) and at traditional retailers (52%).

“We’re currently at an unprecedented time in the retail landscape. Since the onset of COVID-19, we’ve seen both traditional and digitally native brands adapt overnight to meet consumers’ needs and demands,” said Scott Webb, CEO of Avionos. “Every retailer has had to accelerate eCommerce progress that may not have even been underway, uplevel digital experiences, and offer creative solutions to buying online with delivery or curbside pickup. As the initial shock wears off and businesses adjust to the “new normal,” there will be opportunities to re-tool, re-skill and re-focus around the new retail environment that’s emerging.”

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Key findings from the report include:

Convenience is not optional: Seventy-six percent of respondents chose fast shipping as a top characteristic of a positive experience with an online brand vs. 62% in 2019 – signaling the increased importance of convenience and speed to consumers.
Digitally native brands deliver great in-store experiences: Among customers who have shopped at digitally native brands’ brick-and-mortar stores, 75% prefer the in-store experience over traditional retailers’ in-store experience.
Traditional retailers win on relationship-building: Both in-store and online, traditional retailers score higher on relationship-building and loyalty, while digitally native brands score better on convenience measures like fast checkout.
Customers expect more sophisticated personalization: When shopping online, 36% of customers expect personalized product recommendations on the website homepage, up from 28% in 2019.

“While we are seeing the world change, retailers need to take the time to get the fundamentals right. That means personalization, streamlined experiences, quality products and convenient shipping options. Without that, there’s no way traditional or digitally native brands will be competitive,” said Dan Neiweem, co-founder and principal at Avionos. “Our report outlines how both types of retailers can learn from each other to build this foundation, and then listen to their audiences on how to get to the next level and drive five-star customer experiences. We are able to see that while the two types of retailers have different origins and strengths, looking to one another can provide immense value in a time of uncertainty.”

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