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Shopping is now an omnichannel, nonlinear journey across the digital shelf.
In an effort to understand the latest consumer trends and preferences in this evolving marketplace, Salsify surveyed more than 4,000 consumers based in the U.S., Great Britain, France, and Germany.
In our 2022 consumer research report, “How to Meet the Demands of Omnichannel Shoppers,” we unearthed valuable shopping research insights for brands and retailers alike.
Let’s dive into the report results, how they differ by market, and how brands and retailers can use these insights to their advantage.
The ongoing pandemic has fundamentally changed the way shoppers research and purchase products, leading to a variety of interesting trends.
In our newest consumer research, the following highlights stood out when assessing the long-term impact of COVID-19.
Shoppers were impacted by a variety of factors that led to delays and stock shortages at the end of 2021, including:
We found that 43% of French shoppers, 52% of British shoppers, 53% of German shoppers, and 66% of U.S. shoppers were affected by one or more of the factors outlined above.
When asked which factors determined any change in their brand or retailer preferences during the pandemic, respondents across all four markets ranked “discounts and offers” as their top consideration.
Other important factors include:
If brands want to grab — and keep — shoppers’ attention, they need to keep the following report insights in mind.
Our research found that shoppers value content quality above product selection, search relevance, loyalty programs, and online Q&A features.
In fact, 54% of British shoppers, 50% of German shoppers, 47% of French shoppers, and 41% of U.S. shoppers selected “quality of images and product descriptions” as a top-three reason for choosing where to shop online.
While it’s important to have your product listing show up on every channel, equally valuable is your brand reputation in the marketplace.
When asked which factors have driven them to buy the higher-priced option when comparing similar products online, 47% of British consumers, 46% of U.S. consumers, 44% of French consumers, and 30% of German consumers indicated that they pay more for a brand name they trust.
But how can you build that trust? High-quality product detail pages (PDPs) are key.
PDPs that are lacking accurate product information, high-resolution images, and other essential elements have high abandonment rates.
Consumers also look for:
Before purchasing something from a company, the majority of consumers (60% of French shoppers, 56% of British shoppers, 54% of U.S. shoppers, and 52% of German shoppers) research the product quality.
A substantial percentage also look at consumer opinion and reviews, as well as the company’s reputation for good customer service.
For brands to thrive in 2022, they must aim to:
Today’s retailers must continuously adapt their strategies to meet the evolving needs of the omnichannel shopper.
According to our findings, a majority of consumers (64% of French shoppers, 63% of British shoppers, 61% of German shoppers, and 58% of U.S. shoppers) compare prices online across retailers — and more than one-third of shoppers use their mobile phones while in a brick-and-mortar store.
When asked how they planned to do most of their shopping this year, the majority of respondents selected in store (68% of U.S. shoppers, 68% of French shoppers, 63% of British shoppers, and 66% of German shoppers) and/or on retail websites (61% of British shoppers, 56% of U.S. shoppers, 59% of French shoppers, and 48% of German shoppers).
For retailers to thrive in 2022, they must aim to:
Our latest consumer research report has reinforced that today’s shoppers are looking for convenience, brand trust, low prices, reliable delivery, and enjoyable digital shelf experiences.
Now is your opportunity to take these insights and integrate them into a killer 2022 commerce strategy.
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