Shopper’s Playbook: During pandemic period


Recently, a Mayor in Japan said, men are better at shopping during lockdown as women  take too much time and create overcrowding. This sexist stereotypical statement flashed on social media but also triggered the thought of  how shopping should be and how will it change with the ongoing pandemic.

So how is “ shopper’s playbook dealt in a pandemic period?

Chief Creative Officer, Kainaz Karmakar, Ogilvy & Mather said, be always ahead of your needs but do not hoard . Do not get impatient for , not getting slots on online deliveries immediately.  When the slots are ready, you need to immediately prepare the list of  items you have to purchase . Fill the cart, order and make your payment within five minutes  or  slot could be filled by another person. If you want to step outside for shopping, wear a mask and be well prepared.

Do not hesitate to order things which are essential to your mind. Take lists from families or  relatives who find it difficult to place their orders online on a weekly basis. Add delightful things that would surprise them.

Managing Partner, GTB, Babita Baruah shares her experience:

Availability before brand

For her, shopping was limited to essentials, which she accessed from a neighbourhood store. Firstly, a list of requirements was prepared, navigation through the store to finish the shopping as fast as possible. Her choice of brands was limited in some categories such as snacks, frozen items, packaged foods, etc. and she had to substitute for those with available things.

In these cases, availability came before brand preference. Occasionally, she opted for home delivery from food delivery brands and the choice was determined by temperature check, sanitization, Aarogya Setu app etc. In her opinion, women are better shoppers as it complies with the balance of  needs and wants to meet household budget.

According to recent reports, the findings are:

  • Many shoppers will continue to go for local shopping even after lockdown
  • Shoppers will focus more on stocking their homes with groceries and essentials instead of depending on things which are irrelevant.
  • Experts say consumers are more likely to buy products from brands that are sensitive to the crisis.


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