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.
Long-Term Effects of the Pandemic on Shopping
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.
Shipping Delays and Stock Shortages Continue
Shoppers were impacted by a variety of factors that led to delays and stock shortages at the end of 2021, including:
- Lower than average staffing;
- Driver shortages;
- Supply chain shortages; and
- Delayed items from outside the country.
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.
Low Prices and Better Delivery Are Top of Mind for Consumers
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:
- Free delivery and returns;
- Reliable package tracking; and
- Quick delivery methods.
Top Shopping Research Findings for Brands
If brands want to grab — and keep — shoppers’ attention, they need to keep the following report insights in mind.
Shoppers Demand Great Commerce Experiences, Everywhere They Shop
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.
Consumers Will Pay More for Products From Brands They Trust
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:
- Customer reviews and ratings;
- Product images;
- User-generated photos and real-life examples;
- Assembly instructions; and
- Enhanced content.
Shoppers Consider Product Quality and Company Reputation
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:
- Deliver high-quality product information to every touchpoint; and
- Demonstrate their value in the market by sharing their company’s reputation through customer testimonials, social campaigns, and other outlets.
Top Shopping Research Findings for Retailers
Today’s retailers must continuously adapt their strategies to meet the evolving needs of the omnichannel shopper.
Shoppers Rely on Digital Information, Even While in Store
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.
Shopping Will Continue to Be Omnichannel in 2022
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:
- Ensure they have a complete set of product data at every touch point; and
- Offer the convenience and price points consumers are looking for across channels.
Meet the Demands of Today's Shoppers
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.
