3 Changing Consumer Trends Every Franchise Needs to Know

Customer expectations constantly evolve, and what worked yesterday might not resonate today. Franchises must understand these shifts, as ignoring them can lead to missed opportunities and declining customer engagement.

Scorpion recently surveyed more than 1,500 consumers to understand how consumers approach hiring local businesses. Here are three significant changing consumer trends that every franchise needs to understand and address to thrive today.

Faster Responses and Quicker Decisions

In an age of instant gratification, consumers expect speed and efficiency at every touchpoint. This isn't just about how quickly they receive their product or service; it extends to their initial interaction, inquiries, and the overall decision-making process.

In a recent Scorpion survey, 54% of respondents said they decide on a home services provider in less than 4 hours.

Potential customers are researching multiple options, and the businesses that win are the ones that make it easy to get answers, respond quickly, and offer a smooth, customer-first experience. One key way to stand out is to offer a variety of ways for potential customers to interact with you, whether via text, chat, email, or phone. Our consumer survey discovered that 70% of consumers favor a company with multiple ways of contacting the business.

For franchises, this means improving everything from website load times and communication tools to response times for customer service inquiries. Implementing AI chat for immediate answers, streamlining online booking, and empowering franchisees to make quick, customer-focused decisions are essential for meeting modern consumer expectations.

Your Online Presence Remains Crucial

The customer journey overwhelmingly begins online. A franchise's digital footprint is often the first impression a potential customer has, and it needs to be accurate and engaging. This encompasses more than just a corporate website; it includes the online presence of each franchise location.

Consumers use online resources to research, compare, read reviews, and make decisions before ever making a call or stepping foot in a physical store.

Our survey highlighted these crucial consumer thoughts about reviews:

1. 67% of consumers check at least three different review sources before making a decision.
2. 64% of consumers only consider businesses with at least a 4 out of 5-star rating.
3. 50% of consumers read at least seven reviews before feeling confident in their decision.

To stay ahead, franchise brands must invest in their online reputation and provide a seamless, informative digital experience that allows potential customers to make informed decisions.

AI-Powered Search Improves the Process

The way consumers search for information online is undergoing a significant transformation, largely driven by the rise of artificial intelligence. Our survey found that 75% of consumers feel that AI improves the search experience for local businesses. Traditional keyword-based searches are evolving into more conversational, natural language queries, and AI-powered search engines are understanding intent and providing direct answers and summaries rather than just lists of links.

This shift presents both challenges and opportunities for franchise brands. Ensuring that your franchise location’s information is easily discoverable and understandable by AI models is becoming increasingly important. While AI continues to gain popularity, franchises can be prepared by focusing on these key areas:

1. Amplify Your Online Presence. Ensure your locations are in key directories, social media, and local guides.
2. Be More Conversational. Your website and content must follow suit as consumers search in a more conversational tone.
3. Focus on the Customer Experience. Set yourself apart through the customer experience. Showcase how you serve your customers through testimonials and reviews.
4. Highlight Your Expertise. Tout your experience in the community, your tenure as a business, and the experience of your team to help AI search engines understand what makes you unique.

Today’s consumer is informed, connected, and expects speed and convenience. By prioritizing faster responses, maintaining a strong and accurate online presence across all locations, and understanding how AI is changing the search landscape, franchise brands can not only meet these evolving expectations but also gain a competitive edge. Adapting to these three trends requires a unified strategy that sets local franchisees up for success while maintaining brand standards, ensuring your entire network is equipped to engage with the consumer of today and tomorrow.