THE WHAT? A.S. Watson Group has revealed the findings of a global COVID-19 survey that looks at consumer trends post pandemic, with the desire for human connection being a main factor for participants.  

THE DETAILS The survey, conducted by WISE in April this year, studied 22,000 consumers across more than 20 markets in Asia and Europe, who shared their shopping intentions after the pandemic. 

One of the biggest points from the survey highlighted that while 90 percent of participants said they would continue to shop online, 100 percent of those involved stated that they would return to physical stores, highlighting the consumer need for human connectivity even in the wake of the GVC. The Gen Z audience was the most confident, with one third stating that they will visit stores more often. 

Malina Ngai, Group COO of A.S. Watson Group and CEO of A.S. Watson (Asia & Europe) said, “While the pandemic accelerated eCommerce growth and technological developments, the crisis has underlined customers’ desire for human connections, and for the future of retail, these bonds will become even more important.” 

According to a press release, the survey showed that “over 70% of customers said their income has been or will be affected by the pandemic. When asked about how their lifestyle would change post COVID, 92% of respondents said they would take part in outdoor activities, followed by cooking at home (91%) and doing DIY beauty treatments (84%).”

THE WHY? The survey highlights consumer desire to adapt to a new normal, with the need for human interaction key to business strategies going forward. 

Ngai continued: “Our insights show that in addition to seamless online and offline shopping experiences, customers are more emotionally demanding for relevance and care. As we continue to be the most-loved brands of our customers, we have to innovate the way we operate to be more personal with the service we offer in store and further enhance online personalisation through cutting-edge technology.”