Understanding customer behavior in a changing retail world
Understanding customer behavior in a changing retail world
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Adobe and PK Global surveyed 1,000 U.S. shoppers across five demographics to uncover how consumer shopping behaviors have changed in response to COVID-19.

Retail has undergone more than its fair share of transformations in the past few decades, with the 2020 coronavirus pandemic as the industry's latest major plot twist. Already under pressure to digitally transform, the crisis forced many retailers to rush toward e-commerce, or face the consequences. With brick-and-mortar locations re-opening and closing at an unpredictable rate - and sometimes closing permanently - the future of retail has been hazy at best.

So with help from research firm PK Global, we conducted a consumer survey to learn more about how COVID-19 has affected customer behavior at essential goods retailers in the food and beverage, health and wellness, personal care and beauty, and household goods categories.

Here's what we found out.

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