Post by account_disabled on Dec 24, 2023 0:42:27 GMT -5
The Covid-19 pandemic has caused e-commerce purchases to increase in recent months, but also visits to physical stores to decrease. Only 3 in 10 consumers say they maintain the same frequency of visits as before the pandemic, while 17% of Spaniards say they prefer to go to local stores to do their shopping. These are some of the conclusions of the III Relationship Marketing Study carried out by Mediapost in collaboration with the Marketing Association of Spain. According to this report, this decrease in visits to physical stores has caused average spending to increase when visiting them, as recognized by 47% of those surveyed. And, despite the restrictions, 6 out of 10 consumers continue to prefer to see products before buying them , half of them say that finding a product easily is what they value most and 45% continue to appreciate personalized attention. In a year marked by restrictions, the possibility of going to a physical store, understood as a form of leisure (21%), increases 5 points compared to March 2020. In this sense, the pandemic has meant that physical stores must adapt to the new measures and almost 6 out of 10 consumers believe that they have known how to adapt their capacity and hygiene measures .
In this sense, 80% of Spanish consumers say 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. Promotions at the point of sale, the Phone Number List main desire of consumers Promotions continue to be one of the points that most influence the consumer experience in physical stores. Customers prefer promotions when they go shopping because they consider that they liven up the point of sale (28%). In fact, this option grows 7 points compared to 2020. Spanish consumers also opt for promotions when they can interact with them , that is, try products, participate in games and raffles or receive gifts, (20%); when they are accompanied by a promoter who explains or shows the product or helps them find the product they were looking for in the store, both with 17%. Ecommerce as a solution to mobility restrictions The pandemic has meant a great change in our lives and ecommerce has been one of the great beneficiaries. In fact, half of Spaniards say that in the last year they have discovered a brand or product that they now use frequently and, of them, 23% say they made the discovery online, only 16% in a physical store. According to the study, 7 out of 10 consumers consider that ecommerce has been the solution to purchases at times when there have been mobility restrictions .
Despite the large volume of orders that e-commerce has had to manage, 62% of Spaniards consider that online purchases made during the pandemic have been received as expected. In fact, the convenience of receiving purchases at home or at collection points is what consumers value most with 31%, eight points more than in 2020. Other advantages that e-commerce customers highlight are access at any time, without time limits (21%), and the possibility of comparing products and prices (15%). Physical brochures, the preferred option to find out about offers and promotions Mailboxing is the favorite channel of 1 in 2 consumers to receive information about offers and promotions in stores. Next are: email (33%), which has increased its importance by 5 points compared to 2020; offers or brochures in a physical store (35%); television advertising (32%), which increases 4 points compared to the previous year, and the digital brochure (31%), a novelty compared to previous editions of the study. Asked about brand loyalty, 7 out of 10 Spaniards acknowledge having a preference for a brand even if they alternate it with others , while only 7% affirm that they are loyal to a specific brand and only buy that one.
In this sense, 80% of Spanish consumers say 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. Promotions at the point of sale, the Phone Number List main desire of consumers Promotions continue to be one of the points that most influence the consumer experience in physical stores. Customers prefer promotions when they go shopping because they consider that they liven up the point of sale (28%). In fact, this option grows 7 points compared to 2020. Spanish consumers also opt for promotions when they can interact with them , that is, try products, participate in games and raffles or receive gifts, (20%); when they are accompanied by a promoter who explains or shows the product or helps them find the product they were looking for in the store, both with 17%. Ecommerce as a solution to mobility restrictions The pandemic has meant a great change in our lives and ecommerce has been one of the great beneficiaries. In fact, half of Spaniards say that in the last year they have discovered a brand or product that they now use frequently and, of them, 23% say they made the discovery online, only 16% in a physical store. According to the study, 7 out of 10 consumers consider that ecommerce has been the solution to purchases at times when there have been mobility restrictions .
Despite the large volume of orders that e-commerce has had to manage, 62% of Spaniards consider that online purchases made during the pandemic have been received as expected. In fact, the convenience of receiving purchases at home or at collection points is what consumers value most with 31%, eight points more than in 2020. Other advantages that e-commerce customers highlight are access at any time, without time limits (21%), and the possibility of comparing products and prices (15%). Physical brochures, the preferred option to find out about offers and promotions Mailboxing is the favorite channel of 1 in 2 consumers to receive information about offers and promotions in stores. Next are: email (33%), which has increased its importance by 5 points compared to 2020; offers or brochures in a physical store (35%); television advertising (32%), which increases 4 points compared to the previous year, and the digital brochure (31%), a novelty compared to previous editions of the study. Asked about brand loyalty, 7 out of 10 Spaniards acknowledge having a preference for a brand even if they alternate it with others , while only 7% affirm that they are loyal to a specific brand and only buy that one.
