Americans are rebelling against "retail giants", small and medium-sized sellers should change their thinking

According to the latest data released by ActiveCampaign, 60% of American consumers are beginning to show rebellious sentiment towards retail giants, and this proportion is as high as 69% and 51% among Generation Z and baby boomers, respectively. This is a huge opportunity for small and medium-sized enterprises to gain market share.

For small and medium-sized enterprises, e-commerce platforms are no longer the best channel to get started?

The survey showed that due to this consumer rebellion against retail giants, 84% of consumers plan to shop at small and medium-sized enterprises this holiday season. However, consumers also said that inflation may also affect their purchasing power, with 88% of consumers saying that price is the biggest obstacle.

In fact, it is still difficult for small and medium-sized enterprises to become consumers' first choice, especially when they sell on multiple e-commerce platforms. Data shows that only 20% of people who shop on Amazon buy from small business sellers. Therefore, e-commerce platforms may not always be the best channel for small businesses to get started.

The study points out that SMEs should focus on improving customer experience rather than just increasing sales during the holidays. Therefore, it is more important for SMEs to reach potential customers across channels and increase interaction with consumers to attract new customers and retain existing customers.

Many small and medium-sized enterprise sellers said that customer experience is their focus on gaining long-term loyalty. For B2C and B2B companies, personalized customer experience is becoming a differentiating competitive factor for small and medium-sized enterprises and the key to gaining a leading position this holiday season.

How can small and medium-sized enterprise sellers seize opportunities?

First, Generation Z and millennials should be the main targets for small and medium-sized enterprises’ holiday sales. Data shows that 40% of Generation Z and 32% of millennials said they would prioritize shopping from small businesses during holiday shopping and other special holiday shopping.

However, marketing methods such as sending holiday greeting emails and coupons to customers are outdated. Small and medium-sized enterprises should pay more attention to personalized services for customers and make consumers feel that sellers value them extra.

Secondly, customized services can win consumer loyalty more than price. Nearly 60% of consumers said that they are willing to pay more for products from small businesses that provide customized services compared to the lowest price.

Finally, consumer interaction is becoming increasingly important. 87% of consumers have shopped at least one new small business in the past two years, indicating that the opportunity to gain customer loyalty among small and medium-sized business sellers is increasing. To maintain a position in the minds of consumers, companies need to establish a high degree of connection with new and existing customers across all channels.

Editor✎ Ashley/

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