As COVID-19 vaccines continue to be rolled out worldwide, signalling a potential end to tough restrictions, SAS aimed to discover whether these trends had continued and if the impact on customer behaviour was lasting. In this latest study, using an extended sample size of 10,000 consumers from across Europe, Middle East and Africa (EMEA) conducted during February 2021 the facts speak for themselves. Four-fifths (80%) of customers feel their customer experience has improved since the pandemic started. The number of new digital users has continued to grow, rising from an increase of 15% to 17%. As for how permanent these changes are, only three in 10 people plan to revert back to the same pre-pandemic shopping habits.
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