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So we will buy the Catalans during this 2020


The Shopper Story study reveals what the shopping process for Spanish consumers will consist of this year.

The process of buying consumers, before being so settled in the physical store, is constantly changing with the birth and evolution of the different shopping channels. Understanding this is key to the strategy of any brand or retailer, which is why the Criteo advertising platform launched the Shopper Story 2020 study.

Shoppers don't forget the physical store, but they are becoming more and more demanding despite the rise of e-commerce , the physical store is still of the buyers interest and they visit it for two main reasons:

• Experience: 51% of respondents go to the physical store for the offers they can find and 30% do so to see and get to know the product better.
• Comfort. 45% go to stores when the location is convenient, and 42% do it when it is an emergency.

Generally, shoppers of all ages are looking forward to visiting the physical stores (most notably the Baby Boomers, 1946-1964 and the Silent Generation, 1929-1940) but only when they have enough time to enjoy the experience.

In addition, the physical store has been integrated into a purchasing process that now depends on many more channels and is being traversed by all buyers, especially the younger ones.

• 85% of Millennials and Generation Z are looking for products online for later purchase, and 87% do the opposite.
• 72% of Millennials and Generation Z buy products online, but pick them up at the physical store.
• These numbers are down about 10% for Baby Boomers and the silent generation.

In fact, the online channel can encourage offline shopping, and vice versa:

• 1 in 5 shoppers will visit the physical store after receiving an online offer.
• 75% of shoppers recognize using coupons to make their purchases, regardless of whether they were obtained offline or online.

'Retail' e-commerce and brands, the key to the buying process for younger people

Within the omnichannel process that is already established among buyers, e-commerce has gained particular importance: in particular, the influence of retailer and brand websites on the purchase process continues to increase. In fact, buyers are more likely to start their online search directly on these web pages than on search engines or marketplaces like Google or Amazon.

As with all process channels, ecommerce is increasingly being demanded more than just a good price or a quality product. Factors such as free and fast shipping, product photo quality, flexible payment options, or even the order in which the products are displayed are taken into account.

They also become an integral part of the buying process of apps, especially in the case of Generation Z and millennials. They resort to them with the following objectives:

• Search for products and ideas (70%).
• Check ratings and reviews (70%).
• Buy products and services (75%).
• Check the status of a purchase (77%).

In addition, these online channels give buyers a voice and they are more and more willing to take this opportunity: 50% acknowledge that they have left a negative opinion on a web site at least once in the last 6 months, and 74% have a positive opinion. .

At Edeon we have been consulting companies and associations since 2010 and during these years we have seen how the market has evolved and how digitalization has revolutionized the different sectors. We know very well that the experience of the consumer and the vocation of service for companies will be the key to success.

Source: Marketing News