Iii study of relational marketing
Posted: Wed Dec 11, 2024 8:07 am
Last Wednesday, March 16, together with the Spanish Marketing Association and Kantar, we presented the III Study of Relational Marketing in Spain , a complete analysis of how brands and points of sale, both physical and online, relate to consumers: the most valued channels, promotions before and after purchase, consumer assessment of aspects of e-commerce, etc. Information that, in the pandemic situation in which we find ourselves, is even more valuable and must be known in order to adapt business strategies.
The Covid-19 pandemic has caused e-commerce purchases to increase in recent months , but also caused 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.
In today's post we tell you the main conclusions we have obtained from this study.
Mailboxing , the star channel for receiving information
The favourite medium, despite all the digitalisation, remains for more than 50% of those surveyed the paper brochure via letterbox , repeating as the winner on the podium in 2020 and 2021. In 2019 , the winner was email, with letterboxes coming in second place.
The multi-channel approach and trend gambling data indonesia phone number towards hybrid strategies are evident , as physical stores continue to be one of the most important sources for communicating these promotions and offers to the consumer, and they coexist with more traditional channels such as television ( 2020 being the year in which the most television was consumed ) and digital channels such as email or digital brochures, a new player in this study.
Fewer visits to physical stores, but higher average ticket
According to this report, the number of visits to physical stores has decreased , but the average expenditure has increased when visiting them, according to 47% of respondents. In addition, 6 out of 10 respondents still prefer to see the product before purchasing , so mobility restrictions have not affected this aspect.
The physical shopping experience remains
The most valued aspects of a purchase in a physical store are the ease of finding a product and personalized attention .
The decoration , the arrangement of the items or the atmosphere are aspects that the consumer continues to value positively, and in this sense, the pandemic has forced physical stores to adapt to the new measures.
In this sense, almost 6 out of 10 consumers believe that stores have been able to adapt their capacity and hygiene measures. In fact, 80% of Spanish consumers acknowledge that they would like to know the capacity of the physical stores they visit in real time, as this generates more confidence and security when making their purchases.
relationship marketing
Promotions at the point of sale , the main desire of consumers
Promotions continue to be one of the points that most influence the consumer experience, and therefore the generation of traffic to physical stores, which is vital for brands and retailers.
In this sense, 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%.
E-commerce as a solution to mobility restrictions
The pandemic has brought about a great change in our lives and e-commerce has been one of the great beneficiaries. In fact, half of Spaniards say that this past year they have discovered a brand or a product that they now use frequently and, of them, 23% say that they made the discovery on the Internet, only 16% in a physical store.
According to the study, 7 out of 10 consumers consider that e-commerce 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.
The Covid-19 pandemic has caused e-commerce purchases to increase in recent months , but also caused 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.
In today's post we tell you the main conclusions we have obtained from this study.
Mailboxing , the star channel for receiving information
The favourite medium, despite all the digitalisation, remains for more than 50% of those surveyed the paper brochure via letterbox , repeating as the winner on the podium in 2020 and 2021. In 2019 , the winner was email, with letterboxes coming in second place.
The multi-channel approach and trend gambling data indonesia phone number towards hybrid strategies are evident , as physical stores continue to be one of the most important sources for communicating these promotions and offers to the consumer, and they coexist with more traditional channels such as television ( 2020 being the year in which the most television was consumed ) and digital channels such as email or digital brochures, a new player in this study.
Fewer visits to physical stores, but higher average ticket
According to this report, the number of visits to physical stores has decreased , but the average expenditure has increased when visiting them, according to 47% of respondents. In addition, 6 out of 10 respondents still prefer to see the product before purchasing , so mobility restrictions have not affected this aspect.
The physical shopping experience remains
The most valued aspects of a purchase in a physical store are the ease of finding a product and personalized attention .
The decoration , the arrangement of the items or the atmosphere are aspects that the consumer continues to value positively, and in this sense, the pandemic has forced physical stores to adapt to the new measures.
In this sense, almost 6 out of 10 consumers believe that stores have been able to adapt their capacity and hygiene measures. In fact, 80% of Spanish consumers acknowledge that they would like to know the capacity of the physical stores they visit in real time, as this generates more confidence and security when making their purchases.
relationship marketing
Promotions at the point of sale , the main desire of consumers
Promotions continue to be one of the points that most influence the consumer experience, and therefore the generation of traffic to physical stores, which is vital for brands and retailers.
In this sense, 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%.
E-commerce as a solution to mobility restrictions
The pandemic has brought about a great change in our lives and e-commerce has been one of the great beneficiaries. In fact, half of Spaniards say that this past year they have discovered a brand or a product that they now use frequently and, of them, 23% say that they made the discovery on the Internet, only 16% in a physical store.
According to the study, 7 out of 10 consumers consider that e-commerce 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.