Post by account_disabled on Dec 24, 2023 5:45:54 GMT
The Mediapost company has recently published its III Relationship Marketing Study , prepared by Kantar in collaboration with the Marketing Association of Spain . The report details some of the main aspects that will mark the future of the sector, especially after a year marked by the pandemic and led by the growth of e-commerce. Their conclusions, however, indicate that consumers continue to take into account the physical assessment of products in the purchasing process , which indicates a trend more inclined towards the prosperity of hybrid strategies. E-commerce vs. Physical stores According to the study, only 30% of consumers continue to visit physical stores with the same frequency as before COVID-19 . However, 47% of consumers have increased their average spending when they go; which translates into a smaller number of purchases, but of greater volume.
Furthermore, 6 out of 10 consumers still prefer to see products before buying them. On the other hand, 50% of those surveyed say that what they value most in a purchasing experience is the ease of Phone Number List finding a product ; and 45% continue to appreciate personalized attention. According to Mediapost, the possibility of going to a physical store has been revalued in the current context, dominated by restrictions; and is postulated as one of the main references when connecting with the consumer ( 21%) . Furthermore, not only does the communicative capacity of the arrangement of items or decoration come into play, but safety management and the adoption of hygiene measures are also important . In this sense, 6 out of 10 consumers believe that stores have been able to adapt, both in terms of capacity and hygiene. In fact, "80% of Spanish consumers acknowledge that they request to know the capacity of the physical stores they visit in real time, generating more confidence and security when making their purchases.
Consumers Promotions at the point of sale, the main desire of consumers Promotions continue to be one of the key points for consumers, especially now that economic uncertainty has made them more aware of their wallets. The report indicates that 28% prefer promotions when they go shopping because they consider that they encourage the point of sale. Furthermore, 20% opt for those promotions that encourage interaction (raffles, gifts or games), especially when accompanied by a promoter who explains or shows the product or helps them find what they want (17%). Ecommerce as a solution to mobility restrictions E-commerce has been the great beneficiary of COVID-19, being the escape route and the ideal alternative for buying and selling in the face of restrictions , according to 70% of consumers. Furthermore, 50% of Spaniards claim to have discovered a brand or product that they now use frequently, 23% did so through the Internet. Regarding the degree of satisfaction with the services, 62% agree that the receipt of orders has gone as planned. What's more, the convenience of receiving purchases at home is what consumers value most (31%), followed by access at any time, without time limits.
Furthermore, 6 out of 10 consumers still prefer to see products before buying them. On the other hand, 50% of those surveyed say that what they value most in a purchasing experience is the ease of Phone Number List finding a product ; and 45% continue to appreciate personalized attention. According to Mediapost, the possibility of going to a physical store has been revalued in the current context, dominated by restrictions; and is postulated as one of the main references when connecting with the consumer ( 21%) . Furthermore, not only does the communicative capacity of the arrangement of items or decoration come into play, but safety management and the adoption of hygiene measures are also important . In this sense, 6 out of 10 consumers believe that stores have been able to adapt, both in terms of capacity and hygiene. In fact, "80% of Spanish consumers acknowledge that they request to know the capacity of the physical stores they visit in real time, generating more confidence and security when making their purchases.
Consumers Promotions at the point of sale, the main desire of consumers Promotions continue to be one of the key points for consumers, especially now that economic uncertainty has made them more aware of their wallets. The report indicates that 28% prefer promotions when they go shopping because they consider that they encourage the point of sale. Furthermore, 20% opt for those promotions that encourage interaction (raffles, gifts or games), especially when accompanied by a promoter who explains or shows the product or helps them find what they want (17%). Ecommerce as a solution to mobility restrictions E-commerce has been the great beneficiary of COVID-19, being the escape route and the ideal alternative for buying and selling in the face of restrictions , according to 70% of consumers. Furthermore, 50% of Spaniards claim to have discovered a brand or product that they now use frequently, 23% did so through the Internet. Regarding the degree of satisfaction with the services, 62% agree that the receipt of orders has gone as planned. What's more, the convenience of receiving purchases at home is what consumers value most (31%), followed by access at any time, without time limits.