Pretoria News

‘Women have little extra for luxuries’


AS BUSINESSES enter level 2 of the lockdown, they need to be aware that women, who make most household decisions, have gone into survival mode and have little extra financial income for luxuries.

Customer experience specialist Nathalie Schooling said yesterday a survey in collaborat­ion with customer experience company, nlighten, had assessed how 92% of respondent­s who were women had changed their shopping and spending behaviour.

“Since women still make the majority of household purchasing decisions, it’s important that businesses tune-in to what these customers value, which has now changed substantia­lly during the pandemic,” said Schooling.

The report indicated that almost 50% of respondent­s had no extra financial income for luxuries.

Another 33% said any extra spending money went towards health and wellness items, with 40% indicating that health had become their main priority.

Also, 41% said price was now a major driver of purchasing decisions, while 35% opted for convenienc­e.

“Shoppers are tired of standing in long queues; it is time-consuming and just not safe anymore, so finding new and convenient ways to serve will become key for companies,” said Schooling.

There has also been a heightened sense of empathy, with 74% saying that since the start of lockdown in March, they were more likely to support small businesses, local home industries and those who serve the greater community.

Behavioura­l specialist Justine Jackson-Fraser said events such as a global pandemic will always impact behaviour, which then feeds back into our belief and value system.

For example, 75% of respondent­s indicated a greater sense of empathy and community, and 82% said they value time with loved ones more than before, while 63% claimed to value a slower, more present lifestyle.

“It’s quite hard for people to admit that their values have changed. We tend to think of them as deeply ingrained in our core,” said Jackson-Fraser.

“These survey results really speak to people wanting meaning and connection, something many brands are unfortunat­ely still failing to tap into,” said Schooling.

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