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1、PLACE+CROP IMAGE TO FILL THIS SPACEThe Digitally Influenced ShopperDefining the true cost of underinvesting in the digital shelfDE versionTable of contentsExecutive summaryAdditional consumer data:Who is the digitally influenced shopper?How digital touchpoints influence shoppersHow categories stack
2、up when it comes to the digitally-influenced shopperResearch across other regionsResearch methodology39Executive summaryConsumers are more empowered than ever before.And when it comes to their purchasing decisions,they want the power of choice.However,brands have traditionally placed shop
3、pers in a box in-store or online.Its simpler for budgeting and staffing to keep the consumer in a linear path.But tension exists because the DNA of the shopper has changed.Years of uncertainty covid,inflation,supply issues have born a consumer who relies heavily on digital validation before making a
4、 purchase decision(whether in-store or online)and even when standing in the store.Profitero surveyed German consumers on their online and in-store shopping habits in an effort to better understand how digital touchpoints influence the path to purchase and to uncover the true cost of underinvesting i
5、n the digital shelf.03048 in 10shoppers say retail purchases are influenced by digital touchpointsWhat we assume:The consumer purchased in-store and made the decision in-store Whats really happening:Consulted the retailers website before shopping in-store to check in-stock status;then changed their
6、product choice based on ratings&reviews;while in-store,checked a different retailers website to confirm competitive pricing;finally,purchased the product in-store.So what?Typical brand investment models underestimate the full impact of digital across the online&offline shopping experience,holding ba
7、ck growth.Redress this balance by setting digital shelf&retail budgets based on the lens of shopper influence vs.channel penetration.5 in 10shoppers say retail purchases are influenced by digital touchpointsThere are more digitally influenced shoppers than you think105So what?Pre-purchase online res
8、earch is all about discovery,whether shoppers end up buying in-store or online.Failing to invest enough in digital shelf content&retail media will hinder product discovery,resulting in a failure to attract new buyers and grow.Failing to show up online=failing to acquire new buyers 25 in 10shoppers a
9、re more likely to discover new products when browsing online than shopping in-store06So what?Digital assets tend to be an afterthought,particularly for product launches.Think digitally first ensure your creative teams have digital shelf assets baked into their new product release checklists.Find way
10、s to work online reviews into physical marketing assets to bridge the omnichannel gap.If you over-invest in in-store marketing,you will lose sales to competitors35 in 10shoppers are more likely to buy a product because of its online content or reviews than in-store signage&displays07So what?Amazon i
11、s both a conversion destination and a top of funnel research tool for other retailers,much like Google.Factor this into your Amazon media,content and review syndication budget considerations.Invest in attribution modeling to help quantify Amazons larger halo effect on your brick&mortar sales.Your Am
12、azon budget must increase to grow your omnichannel sales4Up to4 in 10shoppers research on Amazon before visiting a physical store08So what?Use the digital shelf to play great offense and defense.You can seize the opportunity by using retail media budgets to conquest competitors when they fail across
13、 these areas.Implement digital shelf monitoring and issue alerts to avoid your own brands being conquested.Expect to lose buyers if you dont nail the basics of digital shelf execution54 in 10consumers will switch brands if a product is OOS3 in 10consumers will switch if there are bad ratings&reviews
14、3 in 10consumers will switch if its not findable in search09Now that we know the digital shelfs true influence on shopper decisions,its time to actBrand executivesEnsure your organisation mirrors the needs of the digitally-influenced shopper.Incentivise all business teams to prioritise the digital s
15、helf,not just eComm.Evolve org structures,roles&responsibilities and joint business planning to focus on the entire digital and physical shopper journey.Democratise digital shelf insights to everyone.Brand eComm leadersTo prevent short-sighted thinking,help leaders appreciate the full“Cost of Missin
16、g Out.”Quantify the impact of digital shelf spend on market share,which affects company valuation and bonuses.Use competitive benchmarks to show where your brands are falling behind in areas like search and the financial gains to be won by closing gaps.Retail executivesFully monetise your digital sh
17、elfs massive influence on both the digital AND physical shopper journey.Take stock of your current digital merchandising,retail media and shopper targeting capabilities for brand suppliers.If they lag behind competitors,you wont realise the big investments you expect from brands.10DIVING DEEPERWho i
18、s the digitally influenced shopper?Digitally-influenced shoppers are disrupting well-established paths to purchase in their pursuit of better value&good deals.A strategy for growth and effectiveness must put insights into their purchase&consumption drivers at its heart,or risk losing the race for re
19、silience to the competition.Ananda RoySenior VP,Global Thought Leadership&Strategic Insights,CircanaA WORD FROM THE EXPERTS%of shoppers who say retail purchases begin with research online18-44Digitally influenced shoppers skew young and male,but are prevalent across all ages and genders55%45+40%MenW
20、omen49%54%13Household incomeDigitally influenced shoppers tend to have higher incomes,but not dramatically%of shoppers who say retail purchases begin with research online49.9k=50k 58%45%14Digitally influenced shoppers will continue to increase shopping online44%expect their online shopping to increa
21、se over the next 5 years15DIVING DEEPERHow digital touchpoints influence shoppersTop 3 reasons shoppers consult a retailers website before shopping in-store:About 30%of consumers regularly consult a retailers website or app before shopping in-store.Checking price&reviews are the leading reasons why
22、they are consulting online first.30%Check in-stock statusConsumers have become reliant on retailer websites for confidence,social validation and certainty49%Research deals and prices33%Check productreviews17Top 3 reasons shoppers consult a retailers website while shopping in-store:29%The same behavi
23、ours continue in-store49%Research deals and prices28%18Check in-stock statusManage loyalty account/coupons1 in 4 consumers regularly consult a retailers website or app while shopping in-store.Price is still top of mind with consumers checking in-store to make sure they are getting the best deal.The
24、digital shelf influences your shoppers purchases wherever they happen.Your execution and investment must reflect this to follow the shopper throughout their journey.Failing to invest fully in the digital shelf removes your shoppers source of inspiration and education and will ultimately benefit your
25、 competitors.Andrew PearlVP,Industry Insights,ProfiteroA WORD FROM THE EXPERTS%of consumers using retailer website/apps more than a year ago(average across all categories)The digital shelf is supplementing in-store marketing50%of consumers report content&reviews on a retailers website as more influe
26、ntial than in-store signage and displays.Before shopping in-store31%30%While shopping in-store20Theres no denying the power of social media 1 in 3 consumers report they would try a new product they saw advertised on social media21Consumers reported that their purchases online are influenced by the r
27、etailer websiteHowever,its more than Tiktok and Instagram retail media influences purchases in the planning moment48%Suggested/sponsored posts appearing in search results34%Advertising banners22Shoppers are now more likely to make an impulse purchase onlineWhere do you make more impulse shopping pur
28、chases?Shopping onlineShopping in-storeShopping online and in-store41%38%21%23DIVING DEEPERHow categories stack up when it comes to the digitally-influenced shopperOn average,32%of shoppers consult a different retailer website/app than the store where theyre physically shopping.Consumers cross-check
29、 other retailer websites to validate their choices32%25These behaviours are present across every category,not just high ticket purchasesThese behaviours pre-trip research and store price comparison happen in every category.And pre-trip research is more common than price comparison across all categor
30、ies.Appliances,Electronics&Toys35%48%Beauty&Personal Care28%37%Food&Beverages30%35%Pet Food&Supplies25%30%Alcohol15%15%=Before shopping in a physical storeHow often do you consult a retailers website or app before/while shopping in a physical store?=While shopping in a physical store26Home Cleaning&
31、Laundry22%26%“Because the digitally-influenced shopper is hard to measure,most CPGs are reluctant to change their traditional ways.Shoppers are in control of their experience,not brands.We need to drive internal education on the role of all touchpoints.Whether youre creating a TV ad,retail media or
32、product development,every team needs to consider the impact of the digital shelf.Its uncomfortable for many CPGs but it finally puts the shopper at the heart of your business.”Charlotte Bailey-SaneDigital&eCommerce Director,ADM ProtexinA WORD FROM THE EXPERTSProfitero is the leading commerce acceler
33、ation company offering a flexible suite of intelligence-driven solutions so that brands can grow profitably.Our integrated digital shelf analytics,shelf-intelligent activation and advisory services empower brands to optimize product availability,discoverability and conversion across 1,000+retailers
34、in 50 countries.For more information,email or visit .ABOUT US Explore our research across other regionsView the U.K.reportView the Canada reportView the U.S.report29Research methodologyRespondents for these surveys included 500 Germany consumers aged 18+with a margin of error of+/-4%.Respondents wer
35、e selected if they were the“Primary Grocery Shopper”according to Survey Monkey Audience definitions.This survey was fielded in German&translated into English for this reportThe data for this survey was collected using SurveyMonkey Audience 21st June,2023.Information on how respondents are recruited to SurveyMonkey is available here: