Retail marketing trends to consider in 2022 from a consumer perspective

Recently, eBay’s UK advertising general manager Harmony Murphy shared three retail marketing trends that brand sellers need to consider in the coming year.

1. E-commerce experience goes beyond transactions

Gone are the days when e-commerce was just about selling products online. In today’s fast-paced, always-on world, consumers expect simple, relevant, and engaging shopping experiences – no matter which shopping channel they use.

Harmony Murphy said that the brands that stand out this year will be those that optimize their omnichannel strategies. From creating a personalized, premium and intuitive shopping experience to emphasizing relationships and community, this will help them simplify physical and online shopping and add value to their customers' lives.

2. Authenticity and brand value become critical

Values-driven consumerism has been growing steadily over the past few years. Today’s value-driven consumers are actively purchasing from brands that align with their social and ethical principles (think of a retailer that only uses sustainable fabrics or a cosmetics company that uses chemical-free ingredients).

This is an area that can no longer be ignored, and as shoppers become increasingly concerned about the carbon footprint of their online purchases, for example, retailers need to consider how they can shine the spotlight on their sustainability credentials. From their products and shipping to their entire brand, doing this correctly and effectively will be vital to building brand trust and loyalty in the year ahead.

3. First-party data becomes the first choice

In the coming months, retailers will have to innovate and find new ways to leverage first-party customer data to create seamless and intuitive shopping experiences for their customers at scale. To be truly successful in this regard, they need to be transparent about how they use customer data to improve the shopping experience. This not only shows respect for them, but also builds trust, which in turn increases conversion rates and improves customer retention.

As the pandemic continues to impact consumer preferences and shopping habits, it’s clear that 2022 will be another year in which brands must be prepared to respond to a changing environment and adjust strategies when needed to stay relevant.

Marketing

E-commerce