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 6,000 consumers from across Central and Eastern Europe, Russia, Middle East and Africa (CEMEA) conducted during February 2021 the facts speak for themselves. Four-fifths (81%) of customers feel their customer experience has improved since the pandemic started. A fifth (21%) of people have also started using a digital app or service for the first time during the pandemic. As for how permanent these changes are, almost two-thirds (62%) of consumers will not revert back to the same pre-pandemic shopping habits.
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