As technology changes and e-commerce advances, consumer buying behaviors change. Now, they turn to their computers, smartphones or tablets to discover products and obtain them. As part of a study, Criteo, the media commerce specialist, surveyed 1,000 buyers in France. The objective is to better understand their buying habits and advertising preferences.
An ever more hybrid purchasing journey
In this report, Criteo draws several conclusions about the evolution of consumer buying behavior. The first is that their path to purchase tends to become more hybrid. 82% of shoppers say they view products online before buying them in-store, up from 77% in 2019.
Contextual targeting reconciles consumers with advertising
Most shoppers of all ages now shop omnichannel. However, the younger generations are the most adept at hybrid paths: 83% of Gen-Z and Millennials buy a product on the internet after seeing it in a physical store. 83% of them do click and collect on a regular basis.
Consumers mostly opt for digital to make their purchases. Table: Criteo.
It should therefore be said that more and more consumers are turning to a screen to buy items, or to obtain information about them. Nevertheless, physical points of sale still play an important role in their buying journey. The Criteo study reveals that 67% of shoppers enjoy going to the store when they find the time to do so. In 2019, they were 73%. This decrease can be explained by the multiplication of sanitary distances to be respected during this period.
In France, physical shops remain a source of immediate satisfaction of needs. Consumers go there to be able to get a product quickly, try it out and benefit from exclusive offers. Geographical proximity is also a factor mentioned. By downloading this report, you will discover the other reasons that motivate the French to go to the store.
Growing interest in the open Internet
Gradually, buyers are making their purchases outside the walled gardens. These are ecosystems like Facebook and Google in which data is shared. Access to this information is very restricted for agencies and advertisers. For this reason, they are described as “walled gardens”.
However, more and more consumers are beginning their buying journey outside of these spaces. 42% of shoppers say they start their research directly on brand websites for products they already know and want to buy. Only 18% begin their buying journey on a search engine.
This change is explained by the optimization of retailers’ platforms. Several of them have improved the functionalities of searches and product discoveries. They have also made progress on customizing their sites. This effort has been noticed and appreciated by consumers. 35% of respondents saw a big improvement in finding articles. For 34% of them, it is now easier to find the right products.
Improving the consumer shopping experience is essential to the successful development of a brand. It is the latter who create the brand’s reputation by sharing their opinion within their circle of friends, on social networks or on a search engine. The study reveals that over the past six months, 72% of shoppers have recommended a business after having a good experience. This is 15% more than in 2019. They also express their dissatisfaction: 65% of respondents spoke of their bad experience with a brand. In 2019, they were 53%.
For this reason, it is essential to take into consideration the opinions and recommendations issued by its customers. By getting hold of this report, you will discover the top things consumers look for when shopping online. These metrics are essential for making improvements to your services.
In a final part, Criteo discusses the influence of digital on buyers and the impact of advertisements on their buying behavior. It also reveals how to arouse their interest today. To learn more about these consumer trends, don’t forget to download the report !