concern by offering stress-free change and cancellation policies
Posted: Sun Dec 15, 2024 9:37 am
Over the past few years, Americans put their lives on hold as they faced the pandemic and the economic uncertainty that followed. They postponed everything from celebratory gatherings to big investments, while the shift to digital permanently transformed the ways they considered, tested and rebranded.
And while economic uncertainty is still with us, many people are eager to get back to celebrating and spending on life's big moments.
What is a “great moment in life”?
A pair of wedding rings accompany a list of big life moments: Started or changed gambling data hong kong education, exited the workforce, renovated a home, bought a new home, got married, started or grew a family, bought a new car, took a long trip.
We asked 5,400 consumers how they expected to resume planning, celebrating, shopping and spending on “big life moments”—milestones ranging from wedding ceremonies to car purchases. With 56% of Americans likely to participate in a big life moment in the next two years, competitive brands will be those that can influence decision-making long before and after a key milestone.
Here are four ways to meet customers’ needs as they make and remake plans.
►Be agile
It’s no secret that COVID-19 has been a huge disruptor of major milestones, impacting 47% of life moments. Notably, 52% of those emerging from a life moment say their plans changed while they were planning. Although consumers are ready to get back to celebrating life’s big moments, only 1 in 5 planning a life moment in the next two years are “very confident” that their moment will happen as planned.
To help people navigate this uncertainty, advertisers need to focus on agile business strategies, including offerings that help consumers prepare for rapid changes and allow them the flexibility to adapt on the fly. We’ve seen searches for “travel rules” grow globally by more than 600% year-over-year as people look for information on regulations that could derail their travel plans. Several airlines and hotel brands have responded to this
►Digital driving
During the worst of the pandemic, people relied on online shopping to get what they needed. That spending included purchases for big life moments. While shoppers often had an idea of what they were looking for, they didn’t necessarily have a specific product or brand in mind. Searches for “cars to buy” grew globally by more than 400% year-over-year as people sought recommendations before making a big purchase decision.
Those who emerged from a life moment in the past year report that 54% of all their research and planning was done online. On average, 59% of those who emerged from a life moment in the past year say they expect companies to offer digital options for “most or all.” Providing a dynamic digital experience that allows people to evaluate options is a critical strategy for brands and retailers. Within the automotive industry, for example, website components that allow car buyers to compare models and features are now an important part of the purchasing process.
And while economic uncertainty is still with us, many people are eager to get back to celebrating and spending on life's big moments.
What is a “great moment in life”?
A pair of wedding rings accompany a list of big life moments: Started or changed gambling data hong kong education, exited the workforce, renovated a home, bought a new home, got married, started or grew a family, bought a new car, took a long trip.
We asked 5,400 consumers how they expected to resume planning, celebrating, shopping and spending on “big life moments”—milestones ranging from wedding ceremonies to car purchases. With 56% of Americans likely to participate in a big life moment in the next two years, competitive brands will be those that can influence decision-making long before and after a key milestone.
Here are four ways to meet customers’ needs as they make and remake plans.
►Be agile
It’s no secret that COVID-19 has been a huge disruptor of major milestones, impacting 47% of life moments. Notably, 52% of those emerging from a life moment say their plans changed while they were planning. Although consumers are ready to get back to celebrating life’s big moments, only 1 in 5 planning a life moment in the next two years are “very confident” that their moment will happen as planned.
To help people navigate this uncertainty, advertisers need to focus on agile business strategies, including offerings that help consumers prepare for rapid changes and allow them the flexibility to adapt on the fly. We’ve seen searches for “travel rules” grow globally by more than 600% year-over-year as people look for information on regulations that could derail their travel plans. Several airlines and hotel brands have responded to this
►Digital driving
During the worst of the pandemic, people relied on online shopping to get what they needed. That spending included purchases for big life moments. While shoppers often had an idea of what they were looking for, they didn’t necessarily have a specific product or brand in mind. Searches for “cars to buy” grew globally by more than 400% year-over-year as people sought recommendations before making a big purchase decision.
Those who emerged from a life moment in the past year report that 54% of all their research and planning was done online. On average, 59% of those who emerged from a life moment in the past year say they expect companies to offer digital options for “most or all.” Providing a dynamic digital experience that allows people to evaluate options is a critical strategy for brands and retailers. Within the automotive industry, for example, website components that allow car buyers to compare models and features are now an important part of the purchasing process.