Some call it a revolution in the way we think about our purchases; others believe that it is simply an acceleration of an already established trend. What is it really like? What are the consequences?
Background
At the end of 2019, we received disturbing news from China about a highly transmissible virus. However, life goes on and we persevere in going to restaurants, strolling through the shelves of the shops, organizing our evenings in the city and making our appointments with our doctor, our hairdresser, our sports coach...
Work? In the office, of course. Or in the field, at the customer's site, depending on the nature of our function.
School, nursery? Open and ready to welcome our children.
That's all changing in 2020. We're all moving into a new environment of work, daycare, leisure and shopping... This environment is our home, our apartment and for some, their room.
The link with the outside world? Our smartphone, social networks, tablet or computer.
The consequence? An increased use of our technological means to move towards a semblance of normality in a context that was no longer normal. Wave after wave of new habits will soon overwhelm us.
The 1st wave
Electronics and digital subscriptions.
From one day to the next, many workers are taking on their responsibilities from home. Unless you have the necessary equipment provided by your employer, you quickly understand that doing 10 meetings a day via Skype on your smartphone will not work.
You go to Fust and surprise, lack of cameras, fewer laptops and an explosion in demand for means of communication facilitating what would become the norm... telecommuting.
Unforeseen expenses? A purchase credit and that's it.
The 2nd wave
Food, of course. Supermarkets were still open, but a mass of consumers turned to remote ordering with home delivery or picking up goods in the parking lot of the chosen establishment.
You think, why not me? No luck, no more slots available. You wait patiently to be able to enter an acceptable schedule and you will wait a long time.
Cash payment disappears, card payment becomes master.
The 3rd wave
What do I do with my children?
You suddenly realize how impossible it is to work properly with young children while taking on a full-time job... Not only do we need to keep them busy, but we also need to regulate access to assignments and courses that are now available online.
Some model parents succeed where the majority do not. Of course, we're talking about the other screen that is taking on all its importance in this period of confinement, the TV. The kids love it, the parents less so but...
Therefore, channels with a multitude of original programs become a solution. Shareholders at Netflix, Disney+, Amazon and others are rubbing their hands together.
Plus, it's so easy. In just a few steps, you can add the service to your subscription. Swisscom will take care of the rest.
The 4th wave
Comfortably seated on the sofa, the restaurants and bars are closed... How about a meal delivered to your home?
Mopeds and e-bikes are booming. For sport, of course, but also for the hundreds of delivery people who hurry to deliver burgers, pizzas, sushi and other dishes ordered remotely.
Titillating taste buds and heating up the credit card.
The 5th wave
Health. Heart rate, blood pressure, oxygenation level, calorie expenditure, sugar levels... All this data is now at your fingertips via various digital applications.
During this pandemic, many people have chosen to invest in self-management of their health. With the aim of anticipating diseases rather than curing them, this new approach gives pride of place to connected watches, belts and glasses. We now have access to a huge personal database that allows us to trace, compare, inform and, in the case of telemedicine, to be advised on the best practices to be implemented.
Financial services were also influenced by a growth in online applications. Credits, loans, mortgage comparisons, credit card orders... Personal projects took on a certain magnitude as the time spent as a couple or as a family encouraged exchanges and the development of our life plans.
Taking out a loan has never been easier. Everything takes place online without the need to go to a branch.
What does this mean for service providers?
First of all, if you are not able to offer a digital service to your customers, hurry up.
Then, if you have tools that allow you to work digitally with your buyers, your subscribers, your partners... You're not alone.
In a world where everything is easily accessible, where simple and instinctive navigation of digital platforms is a prerequisite and where various payment methods are available and secure, you have to do better than the competition.
Of course, this is not just a matter of investment and technical resources. Knowing how to anticipate the needs of tomorrow (this pandemic has indeed accelerated announced trends), knowing how to offer high-quality, comprehensive and... while respecting your commitments (deadlines, price, quality, delivery, etc.) ... are essential to stand out from the crowd.
The pandemic will end one day, we will all return to in-person activities, but abandoning our delivered pizza while watching Netflix while selecting the next purchase on IKEA.ch is not for tomorrow.
For better or for worse.