Survey on the subject of buying behavior: What Germans pay attention to
The Dutch payment service provider Adyen asked customers about their purchasing behavior. The results are published in the Global Retail Report. It turns out that companies are facing new challenges. This article provides more detailed information on what retailers should be looking for in the future.
Adyen’s survey examines the purchasing trends of 25,000 consumers from 16 countries. In this context, it becomes clear that once again the preference of sales channels as well as the demand for digital offers is very relevant. These aspects are mainly based on Covid-19.
Combination of online and offline offers is establishing itself as the most effective strategy
Due to the corona pandemic, the use of online stores has increased significantly. However, consumers are using floor trading to the same extent. Furthermore, the survey has shown that retailers who provide a combination of these offers have generally survived the lockdown or crisis most efficiently.
Expressed in figures, this means the following: 25% of the Germans have increasingly been shopping online since the pandemic, and just over half are longing to store in local stores.
According to Covid-19, consumers expect more opportunities for contactless payment. In addition, the survey shows that 39% of customers have switched to digital payment methods, who previously preferred cash payment.
Some retailers have responded to this. Click-and-Collect gives customers complete control over where and when they shop. 73% of those surveyed still hope to have this kind of flexibility in the future as well.
Values remain high on the agenda
It is no news that companies are paying more attention to their attitude and values. However, against the background of the pandemic, this aspect has become even more important for 62% of customers. In this context, more than half of the consumers (59%) prefer companies that work for the common good.
In addition, regionality is prioritized. 69% of those surveyed from Germany support nearby retailers. The global average for this aspect is 43%.
In summary, the Adyen survey shows that respondents consider the combination of online and offline offers to be very relevant. In addition, consumers prefer companies that represent the common good and regionalism.
Source Cover Image: iStock / dragana991
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