Huddle 2024: Unlocking the emotional and practical drivers of online shopping

Understanding the modern consumer shopping mindset is critical for brands seeking to create exceptional online experiences. Huddle 2024 saw Mindshare’s Alexis Faulkner and Rachel Mulcahy delve into our latest Reality Check report on the topic, revealing key insights into how emotional and practical drivers shape shopping journeys. Based on UX heuristics and behavioural science principles, the report uncovers the varied mindsets influencing shopping behaviours and provides actionable recommendations for brands to enhance customer experiences.

A shift in shopping attitudes

The report highlights the evolving attitudes toward shopping since 2019. While 30% of people still enjoy shopping, a notable 38% do not, suggesting a decline in the joy associated with shopping across the last five years. This shift underscores the growing importance of designing seamless and emotionally resonant shopping experiences. One in ten consumers reported feeling stressed during shopping, emphasising the need for brands to understand and address emotional triggers.

Exploring 16 shopping mindsets

The report identifies 16 distinct shopping mindsets, highlighting the emotional and functional aspects that influence shopping journeys. For example:

• Younger Audiences: Seek joyful, trend-driven experiences influenced heavily by visual platforms such as YouTube, TikTok, and Instagram.
• Older Demographics: Focus on indulgence and inspiration, often driven by a “treat-yourself” mentality.
• Stressful Shoppers: Those who dislike shopping require streamlined processes and supportive design to reduce friction.

Understanding these diverse mindsets allows brands to craft experiences tailored to their target audiences.

The role of visual content and reviews

Visual platforms are reshaping the way younger consumers shop. Nearly 48% of shoppers use visualisation tools, and 40% leverage AR or VR try-on features to make purchase decisions. These tools enhance engagement and provide a sense of real-world familiarity, crucial for converting browsers into buyers.

In addition to visual content, the report emphasised the pivotal role reviews play. Both customer and expert reviews are top sources of information for shoppers, with authenticity being key.

Practical Applications for Brands

To create a customer-centric shopping journey, the report outlines six essential areas:

1. Mindset Focus: Understand and cater to the specific mindsets of your target audience.
2. Content and tone: Align content with audience preferences, balancing inspiration with practical information.
3. Personalisation: Deliver tailored experiences through dynamic content, recommendations, and communication.
4. Simplicity: Reduce friction by simplifying navigation and purchase processes.
5. Product and site presence: Ensure accurate, detailed, and visually appealing product information.
6. Consumer Research Needs: Meet the demands for visualisation tools, AR, VR, and comprehensive reviews.

UX Heuristics: A Framework for Success

The report introduces commerce heuristics—a set of UX principles rooted in behavioural science. These heuristics guide brands in creating intuitive and effective shopping experiences. Key principles include:

• Choice architecture: Presenting information in a clear, accessible format to reduce cognitive load.
• Information access: Ensuring shoppers can find detailed, relevant information quickly.
• Consistency: Maintaining branding and user experience across all touchpoints.
• Support and feedback: Offering responsive support and actionable feedback to build trust.

These principles not only enhance usability but also align with emotional drivers, fostering loyalty and repeat business.

Leveraging insights for growth

Our findings highlight the importance of integrating data, insights, and technical expertise to optimise the shopping experience. Brands can drive growth through:

1. Understanding growth audiences: Combine online and offline data to identify audience segments and tailor strategies accordingly.
2. Optimising direct consumer solutions: Enhance retail readiness and represent the brand consistently across channels.
3. Improving site conversion: Analyse competitive landscapes, leverage brand affinity insights, and apply heuristics to refine the digital experience.
4. Increasing customer lifetime value: Target strategies to nurture long-term relationships through trust and personalisation.

The launch of this report marks an opportunity for brands to rethink their approach to e-commerce. By understanding the nuanced mindsets of consumers and applying UX heuristics, brands can create shopping experiences that resonate emotionally and perform functionally. We encourage brands to explore the full report, which provides a comprehensive framework for delivering best practices in the ever-evolving commerce landscape.

Read our Reality Check: Commerce Mindsets report here.