Rising prices and a weak customer: Interior service is one of the most common reasons for changing brands for German consumers: Inside: 54 percent of those surveyed name higher prices than the main cause, 43 percent of poor service. Some of the results of the recent shopper Mindset study by Scayle are. In Germany, a total of 1,589 people between the ages of 16 and 68 were interviewed by the market research institute YouGov Germany on behalf of Scayle Online.
Accordingly, inconsistent quality also leads to emigration at 39 percent. Many consumers are particularly important: the personal address from brands inside. 39 percent feel more connected to large brands when they offer exclusive, personalized discounts. Another 27 percent see tailor -made loyalty premiums as connecting. Individual customers also: Interior service (22 percent) and personalized product recommendations (19 percent) encounter approval. On the other hand, the influence of influencers is striking: inside and celebrities: only 23 percent would be motivated by brand cooperation to buy-Micro-Influencer: Inside, eleven percent still achieve the most effect.
For many, loyalty programs remain a central incentive in the purchase process. Half of the respondents want regular discounts, 29 percent rely on free returns, 21 percent for early access to special promotions. A large part of the consumers: inside (43 percent) also expects such a program to be free of charge.
Berliner: buy a value -based inside
A closer look at the age groups shows significant differences in shopping behavior. Generation Z (16–26 years) places significantly more emphasis on keeping companies: 27 percent would leave a brand if their values - for example in relation to the environment or social issues – do not match their own. With the baby boomers (59–68 years) it is only twelve percent. This trend is particularly pronounced in Berlin, where 33 percent of the respondents have to avoid a brand for value-based reasons-in Mecklenburg-Western Pomerania it is only four percent. At the same time, the boomers show the most price -conscious: For cost reasons, 56 percent prefer large traders compared to smaller, local providers – this value is 45 percent each with gen z and millennials.
When it comes to personalization, there is also a generation difference: 49 percent of gene Z feel closer to brands when they receive personalized discounts – the baby boomers are only 28 percent. In the case of loyalty premiums, the value is 28 percent (gen z) compared to 15 percent (boomer). Regional, for example, in Saarland, loyalty bonuses are particularly popular with 47 percent, as well as in Mecklenburg-Western Pomerania (45 percent) and Hamburg (38 percent). Personalized discounts in turn are particularly well received in Saarland (67 percent), Brandenburg (53 percent) as well as Lower Saxony and Mecklenburg-Western Pomerania (41 percent each).
The results come from the German evaluation of an international study that, in addition to Germany, also examined consumers: inside in the USA, France, Great Britain and the Netherlands.