The Discovery Shift: How Social Media is Changing the Way We Shop

It's no secret that social media has revolutionised the way we interact with the world. From staying in touch with friends and family to keeping up with news and trends, social media has become an integral part of our daily lives. But what about the way we shop? For Gen Z consumers, social media has now overtaken search engines as the primary way to discover new products and brands. As older generations begin to follow suit, the implications for marketers are significant.

Efficiency to Curiosity

The traditional model of online shopping has always been focused on efficiency. Consumers search for a specific product or brand, compare prices and features, and then make a purchase based on their needs and wants. But now, there's a new mindset emerging. Consumers are less concerned with finding precisely what they're looking for and more interested in discovering new things they didn't even know they needed. It's a shift from efficiency to curiosity, and it's changing the way we shop.

The Implication for Marketers

So, what does this mean for marketers? It means we must start thinking about how our brand experiences can be designed around mood. It's less about what consumers need and want, and more about how our brands can make them feel. Emotions are a big part of this, but so is a feeling of community. Consumers want to feel like they're part of an inside circle, and brands that can tap into this sense of exclusivity will have an edge.

In the past, status was often attached to what we owned. But in the creator economy, status is about immaterial assets like taste, creativity, and knowledge. This means that mood and community are becoming increasingly important in winning over consumers. Brands that can create a sense of belonging and offer unique experiences will be the ones that thrive.

But it's not just about online experiences. The discovery shift is having a knock-on effect in real life too. Consumers are now expecting more from physical retail spaces, with a focus on mood and aesthetics. Stores that can offer unique, immersive experiences will be the ones that draw in customers and keep them coming back.

Argos

Whilst being a homeware and furniture brand, Argos are very different from their competitive set because they don't have showrooms where you can go and experience the products in situ. To drive discovery in 2022, they developed a pop-up called the Argos Mood Hotel. The Mood Hotel was a space that brought their collection to life through six rooms, showcasing different moods and vibes that their products are used to create. To do this effectively, they worked with Pinterest to analyze the six key interior design and mood-led trends that were prominent in the marketplace at the time. Examples of the rooms were the Luxe room, complete with velvet finishes and gold opulence. They also had a nature-inspired room which was all about the natural colour tones and rugged plant finishes.

Heinz

Heinz had the interesting challenge of driving the discovery of their products amongst the younger generation of consumers with an ageing core consumer base. Off the back of Gigi Hadid’s super-viral vodka pasta sauce, Heinz was able to set up a partnership with Absolut to launch their very own limited-edition tomato vodka pasta sauce. The brands were able to leverage the power of consumer interest and social listening to create a product that was essentially already popular and meaningful to Gen Z. This helped Heinz break out of a category that was inherently stagnant and quiet.

In conclusion, the discovery shift is a significant trend that marketers need to be aware of. Social media has changed the way we shop, and brands that can tap into this new mindset of product discovery will be the ones that succeed. It's less about efficiency and more about curiosity, mood, and community. By creating unique experiences and offering a sense of belonging, brands can win over consumers and thrive in the new era of discovery.

If you would like to dive deeper into the ever-changing world of consumer behaviour and find out how your brand can stay and the forefront, check out our latest webinar, Rethinking Retail: The New New Normal in 2023. If you’d like to speak with an expert about how Quantum can help your brand deliver impactful activations at the moments that matter most, get in touch today.