‘Attempting to decode this labyrinth has been fascinating’: Urban List explores retail consumers in new report
Lifestyle publisher Urban List has unveiled its latest research report to find answers behind “evolving retail customers and how the traditional purchase funnel has evolved into a spiralling consumer loop”.
The publication’s ‘Add to Cart’ report consolidates more than 4000 responses from Urban List readers across New Zealand and Australia, providing a detailed analysis of present day trends that define three facets of the consumer experience – overall culture, the non-linear journey and “ecomm escapism”.
“Add To Cart serves as a comprehensive guide for retailers, marketers, and content creators looking to understand and leverage the nuances of modern consumer behaviour,” explained Hamish Taylor, Urban List’s strategy director.
“Our report not only maps out these complex pathways but also offers actionable insights for brands to enhance engagement and conversion in a digital-centric market.”
With retail media’s evolution predicted to continue well into the year, it’s no wonder that Urban List’s head of brand & culture, Sophia Wilcox, described today’s consumer journey as labyrinthine.
“The non-linear path buyers take to ‘add to cart,’ characterised by a blend of online and offline discoveries, influencer impacts and peer recommendations, demonstrates that the modern consumer’s route to purchase is more varied and interconnected than ever,” Wilcox said.
“Attempting to decode this labyrinth has been fascinating.”
Additionally, the report looks at the importance of content in influencing consumer tastes and habits, with Urban List continuing to champion the necessity of innovative content strategies that play out across all lengths of the decision-making spectrum for consumers.
The full report is available on demand from Urban List.
‘Add to Cart’ comes approximatively three months after the publication of its owner’s ‘State of Sips’ report – a look into contemporary “beverage behaviours” and how it relates to retail customers. It’s another addition to the publisher’s portfolio of reports, which already includes an Urban Insights report in 2022 and 2021’s ‘The Big Still’.
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Matthew is the editorial assistant at Mumbrella. He previously worked for a marketing agency that focused on managed service providers and IT.
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