Only percent of consumers prefer to research and buy exclusively online. We can describe the remaining percent as hybrid because they prefer local shops at one or the other station of their customer journey, e.g. B. by Click & Collect, Click & Meet or by exchanging in the store. Pie chart of consumers' shopping preferences The data suggests that consumers want real shopping experiences - and they only have them in a physical store. This even applies to online purchases:a third of consumers are more likely to buy something online if they can return it in store. Bar chart of whether consumers are more likely to shop online when they can exchange the product at a local store. Where will consumers shop after the pandemic? During the lockdown, people had to do without a lot - and longed for real experiences.
Many marketers therefore assume that the majority of whatsapp mobile number list consumers will return to local shops after the pandemic. Consumers confirmed this prediction in our survey: percent of them said they will or would like to shop locally after the pandemic. percent plan to buy most from local stores, while percent remain flexible and will base their purchasing decisions on price, availability or convenience. A fifth of consumers ( percent) plan to shop primarily online and only percent don’t know it yet. Pie chart of consumer shopping preferences The future is omnichannel This means that they have to deal with the needs of the customers.
The majority of consumers appreciate local shopping experiences, but would also shop online if necessary. At the same time, they expect hybrid services such as Click & Collect or the option of being able to exchange an online purchase in a store. These new expectations are the legacy of the digitization of the past few years, which has intensified in the course of the pandemic. As a result, companies have to position themselves both online and offline - and also keep an eye on the touchpoints of the hybrid customer journey on the way from online to offline. This is how they keep in touch with the new omnichannel consumers. How can companies remain successful in this new world? In our report "The New Face of Local" you will find further customer insights and performance data that we have generated exclusively from our data pool.