The Tamesis
Yashayeva said Amazon searches have moved beyond basic product queries to involve more research, which is especially true for new ingredients in supplements and skin care products that consumers are trying to understand in their daily lives. NAD+, ashwagandha and collagen are all popular search terms in this space, with consumers spending approximately 14 days researching products or ingredients before purchasing. According to Front Row research, only 10% of Amazon searches are brand searches, meaning customers search for the product they want without knowing exactly who they want it from.
Recognizing this, brands should invest more in content and education on what people are searching for (often on Amazon) so that when the time comes to make a purchase, customers feel empowered to do so because the brand’s messaging matches their own research. Every touchpoint in the 14-day consumer journey—from ChatGPT searches and product review scans, to conversations with friends and deep research on social media—is part of what Yashayeva calls connected commerce. From Dwyer’s perspective, a hands-on approach across these touchpoints is key to building brand trust today.
Wellness Tourism: The New Luxury Journey
Research shows that over the past few years, especially during the luxury economic slowdown, luxury consumers have shifted their spending toward wellness and travel, often combining the two. With that in mind, we took a deep dive into the world of wellness travel to find out what customers want from these experiences and what brands should know about the destinations, treatments and secrets of the world’s most unique mindful travel and resorts.
For this discussion, Hilary is joined by Dr. Poonam Desai, founder of Her Longevity; Kristina Romanova, CEO of Aman Essentials; Lauren Pronger, founder and president of Well Inspired Travels; and Mark Rivers, CEO of Canyon Ranch, to talk about opportunities in wellness travel. “The average consumer is very concerned about their wealth, and now that’s their health,” said Dr. Desai, whose company connects customers with medical institutions around the world. Pronger, who started her own wellness travel agency in 2017, said clients are paying more attention to how they feel during and after travel. Rivers said Canyon Ranch, a wellness resort founded in 1979, has delved deeper into experiences as demand continues to grow, “particularly at the higher end of the consumer class,” describing its clientele as more educated and insightful than in years past.
