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Headline article image How inflation will affect your customers – and your business

How inflation will affect your customers – and your business

 From the grocery store to the gas pump, inflation is being felt everywhere. Here’s how to navigate the changing economy.

At a glance…

  • What is inflation?

  • Why inflation is rising now

  • How inflation affects consumer behavior

  • What you can do as a small-business owner

Inflation. It could be the word of 2022, splashed across headlines all over the globe: “No sign of inflation easing as U.S. faces recession”; “U.K inflation hits 40-year high”; “Australia’s inflation lower than most in OECD, but worst is yet to come.” 

Inflation is a normal part of any healthy economy, but rising rates have some experts predicting a global downturn, which would impact consumers and businesses alike.

According to new McKinsey research, U.S. consumer confidence – which rose steadily through 2021 – dipped in February 2022, with only 38 percent of survey respondents saying they feel optimistic about the economy.

But it’s not all doom and gloom. Afterpay’s On The Rise report found that more than half of consumers are taking measures to address increasing prices: finding alternative ways to plan, budget and save, while continuing to shop.

Here’s how you can react to the changing economy, and set your business up to survive and thrive.

What is inflation? 

Inflation is a measure that represents the rate of rising prices of goods and services in an economy.

There are a range of reasons it occurs, including:

  • Demand-pull inflation: When a surge in demand for certain goods or services is greater than the economy’s ability to meet those demands.
  • Cost-push inflation: When the cost of production increases due to the price rising for raw materials.
  • Increased money supply inflation: When money supply increases faster than the rate of production because there are too many dollars chasing too few products.

Government policies can also lead to inflation. For example, wage increases or tax subsidies for certain goods or services can increase demand; if this demand exceeds supply, costs can rise.  

So, what’s behind the rising inflation rate now?

There are multiple reasons behind inflation. We’re experiencing a growing global demand for goods as we emerge from COVID-19 restrictions; prices are rising to make up for losses linked to the pandemic, from product shortages to bumped-up shipping costs; and the war in Ukraine has wreaked economic havoc, putting extra pressure on oil supply and seeing energy prices surge.

Meanwhile, unemployment rates are low, creating an environment where people spend more, which, in turn, puts upward pressure on prices.

“This combination of factors has made for a perfect storm."

- Dr M.Shumi Akhtar, Associate Professor from the University of Sydney Business School

“This combination of factors has made for a perfect storm [globally], which has had a compounding effect on major advanced economies; hence, certain similar inflationary pressure is felt across Australia, the U.K. and the U.S. at the moment,” says Associate Professor Dr Shumi Akhtar.

“In addition, the huge amount of stimulus packages [over the pandemic] injected a lot of money into the economy without much productivity, [which] essentially lost the value of money,” she adds. “And the supply chain disruption and shortages of supply in goods and services during lockdowns are having ripples in our economic system.”

How does inflation affect consumer behaviour?

Inflation goes hand in hand with a rising cost of living, which understandably influences consumer habits. Depending on your type of business, this may affect your bottom line.

"Usually, inflation hits hard on low-to-middle income earners."

- Dr M.Shumi Akhtar, Associate Professor

“Inflation can have a different impact [on consumer habits] depending on the socioeconomic status groups of people in the economy,” adds Dr Akhtar. “Usually, inflation hits hard on low-to-middle income earners, but not so much on the rich and wealthy.”  

This means that your experience as a business owner will depend on who your customers are, and what you sell (do you sell essential items such as milk and bread, or more discretionary services like massages?).

More broadly, a recent survey from U.S.-based data and tech company Numerator found that 54 percent of consumers are concerned about future price increases and more than 90 percent plan to change their shopping behaviors with further price increases.

Specifically, customers are…

Looking for value

The Numerator survey found that more than half of consumers planned to switch to lower-priced options, seek out additional discounts and promotions, and slash their discretionary budget (referring to a cost that a consumer or household can survive without).

Switching brands

With shoppers seeking out value above all else, a loyalty shake-up is afoot. According to McKinsey, more U.S. consumers are switching brands and retailers now than they did in 2020 and 2021, and about 90 per cent plan to continue to do so.*

Spending on experiences

In the current climate, if consumers are going to part with their hard-earned cash, they want it to be on something memorable. According to Afterpay’s On The Rise report, recreation is among the fastest-growing categories for Gen Z and Millennials, growing about 90 percent year over year. As such, spending on experiences and travel is expected to boom in the coming months.

Comparing prices

Afterpay’s On The Rise report also found that the top three ways that Millennial and Gen Z consumers are saving money are purchasing cheaper alternatives, buying during promotional periods and comparing prices across channels. This means that pricing needs to be a key consideration for retailers.

How else will inflation impact my business?

As well as consumer behavior, inflation can affect other parts of your business. This could include increased running expenses (such as electricity and loan-repayment rates), supply pressures due to higher costs of materials, increased shipping costs and possible delays, as well as wage increases if staff members request them.

One small-business owner who has already started to feel the pinch is Kerry-Anne Blanket. Her business, KAB Gallery, located north of Sydney, Australia, has noticed a recent change in expenses.

“We operate two brick-and-mortar [art] gallery spaces and are online too, and I have already found inflation significantly impacting my business, namely shipping costs,” she says. “Large crates of art that I would typically be able to ship internationally for around $800 are now being quoted to cost $1300.”

This increase is starting to deter some collectors, she says. To combat that she plans to focus on stocking work from artists with the strongest sales history, and consider ways in which she can positively engage repeat clients via her social media and contact book. Being aware of rising costs and being able to pivot is the key, she says.

What can I do to safeguard myself against the effects of inflation?

Luckily, there are some tried-and-tested methods to help your business navigate this rise in inflation. The most important, according to financial advisor Nathan McCallum, is to assess where you are right now and reflect on where you want to be in the future by making your business plan watertight. 

“By understanding your existing position, business costs and profitability, you can decide on what your goals are and then create a new business plan,” he says. “Try to indicate what inflation is predicted to be, and discover where you've got exposure to those expenses, while also considering your wages and your employment costs.” 

For his clients, McCallum recommends having three business plans: a 10-year plan, three-year plan, and a business plan for right now. Within these plans, he says to explore and review any ‘hidden costs’.

These might include:

  • Loans with variable interest rates
  • Profit margins vs. predicted inflation rates
  • Unnecessary expenditures
  • Regular bills such as insurance or utilities

When it comes to driving maximum value from your customer base, one strategy to focus on is customer retention. It’s an area that McCallum says most businesses could be better at and, in fact, research shows that 44 percent of businesses focus on customer acquisition, while only 18 percent focus on customer retention. Now, he says, is the time to secure your customer base. 

Some ways to retain your customers, while also attracting new ones:

Get savvy with your sales: Forbes reported that 50 percent of consumers plan to seek out additional discounts and promotions if inflation continues, so consider doing an after-sale discount emailed to recent customers, or a newsletter-only sale/discount. Perhaps a "secret sale" for your most valued clients might be beneficial, or a referral credit. Could a 48-hour sale be valuable, or an auction of your best-selling products?

Find out how to create smarter discounts

Offer alternative ways to pay: Amid inflation, Gen Z and Millennials are turning to "buy now, pay later" (BNPL) options, as revealed in recent Afterpay research. Nearly 40 per cent of surveyed shoppers said they believe BNPL is an effective way to deal with rising consumer prices.

Center the customer: With rising costs, now is the time to double down on your business’ performance and quality, focusing on strategies for long-term customer retention. Look at any complaints you might be getting, or potential pain-points for your customers. Are there other ways you could connect with your repeat customers, such as a loyalty program, festivals, online shops on Instagram or collaborations with other brands?

Offer bulk sales or prepay options: Some customers may be looking for ways to lock in prices for the next financial year, so offering bulk sales, price-fixed subscriptions or pre-pay options could be a clever way to both attract and retain customers.  

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Written by
Lucy Cousins
Lucy is an editor, writer and social media content producer.
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