Profitero：危机事件对消费者行为的影响报告(英文版)（21页）.pdf

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1、The Cheating Consumer How crisis events can trigger consumer brand switching at a massive scale and what you can do about it 2ND EDITION JUNE 2020 (includes addendum with May 2020 data updates) 2THE CHEATING CONSUMER Executive Summary When the products a consumer loves become unavailable, they dont

2、sit around and do nothing or go without. They look elsewhere, seeking any product they can find that will get the job done. This kind of switching by March it had jumped to 51%. Competition may be bigger than you think: Brands must reassess the competition; youre no longer just competing with produc

3、ts in your categories, but products in any category that can solve a problem or perform a job for consumers. Consumers searching for “disinfectant wipes,” for example, traded out to a totally different category 2.5X more in April than they did in January. Products are the new services: The closure o

4、f restaurants, barber shops, gyms, etc., is driving consumers to seek “products” as a replacement for “services,” creating new growth opportunities for brands. Consumer searches for “hair clippers” on Amazon, for example, were up 90X in late April compared with January. Go digital or be gone: Switch

5、ing from offline to online and digitally enabled shopping is happening fast, exposing digitally unprepared brands to rapid losses in market share. The percentage of grocery sales happening online has increased 150% year-over-year since the pandemic began. Here are 5 key findings from our research at

6、 Profitero: 14 5 2 3 “Its time for brands to challenge all prior assumptions to meet the new shopping behaviors because the genie isnt going back in the bottle.” Sarah Hofstetter President, Profitero Manufacturer switch index % of times consumers switched from buying the originally searched manufact