We’ve have created a series of retail tribes to help understand consumer behaviour post lockdown and navigate what is undoubtedly going to be a difficult retail landscape.
We think most pre lockdown market segmentations are going to be pretty irrelevant for predicting post lockdown behaviour.
“British consumers are going through the biggest change since the World War, the double whammy of Brexit followed almost immediately by the lockdown. The consequence has fiercely divided nation, polarised based on where people live, their age, their economic circumstance, and their expectations of the future. The inequality in aspiration and how it affects local attitudes is a genuine issue that was conveniently ignored in much retail orientated marketing, where one size still largely fits all. Properly understanding local behaviour will be the key to unlocking the future.”