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Experience matters: how consumer behaviour has changed in 2020

As 2020 draws to a close, Xandr, in partnership with The Drum, has created a short series featuring insight from Mindshare and Capgemini as well as consumer opinions as it delves deep into three key ways consumer behaviour has permanently changed as a result of the pandemic. So far in our mini-series, we have identified and evaluated two trends – ‘Boomers go digital’ and ‘purpose beyond profit’. Now, we focus on our final trend, ‘experience matters’, to help brands equip themselves for a successful 2021.

The third video in our Covid trend-led series assesses how brand experiences have had to adapt during the pandemic. Inevitably, digital trading has increased as in-store experiences have declined due to lockdown and various restrictions, although this has caused many brands to reconsider their online offering to keep up with consumer needs.

Interviewees reveal that they prioritised brands that were able to offer an easy-to-navigate online experience, which aligns with Capgemini’s advice to marketers to create a more holistic customer experience across platforms. This has paved the way for new technologies, such as AR and AI, to finally breakthrough as innovative solutions for engaging customers and improving their brand experiences.

Watch part one of the series, looking at our first trend 'Boomers go digital' here.

Watch part two of the series, looking at our second trend 'Purpose beyond profit' here.

For 'the big picture' with more detail on our three trends and our round-up video concluding this mini-series, click here.

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