CONSUMERS' BEHAVIOR TOWARDS ONLINE AND IN-STORE SHOPPING RESEARCH

The client is a leading retail company headquartered in France, that manages a series of hypermarkets, supermarkets, and convenience stores providing groceries, fresh produce, meat, dairy, bakery, and other food items.

The Challenges:

  • As businesses continue to transition from physical stores to online shopping, our client was interested in understanding how European consumers behave differently when purchasing products online versus instore. Our focus areas of the research were to:
    • Identify the reasons behind consumer preferences for online versus in-store shopping
    • Comprehend consumers media consumption and shopping habits
    • Determine which types of products consumers tend to purchase online versus in-store
    • Examine how consumers perceive marketing campaigns across online and in-store channels

The Solutions:

  • Our team of researchers developed a comprehensive approach to understanding consumer behavior and decision-making across both online and offline channels. We carried out distinct focus group discussions with consumers who prefer shopping online and in-store to identify patterns and trends in their behavior. Our research aimed to uncover the following details:
    • Consumer Demographics: including age, gender, income level, etc.
    • Purchase History:including frequency of purchases, amount spent, etc.
    • Product Preferences:including categories of products purchased, brand share, etc.
    • Channel Preferences:including frequency of online versus in-store purchases, reasons for choosing one over the other, preferred platforms for online shopping, etc.
    • Decision-Making Factors:including the factors that influence purchase decisions such as price, time, quality, packaging, and convenience
    • Customer Satisfaction:: including overall satisfaction with the purchase experience across both online and in-store channels
    • Marketing Campaigns: including how consumers perceive marketing campaigns, which marketing messages are more effective, and how marketing can be improved to meet consumers' needs.

The Results:

  • Our client gained valuable insights into consumer demographics, purchasing behaviors, and channel preferences of both online and instore consumers, enabling them to better segment their consumer base.
  • The client was able to increase revenue by optimizing their sales strategies based on a better understanding of the factors that drive consumer behavior
  • Additionally, our research helped the client refine their marketing strategies by understanding how consumers perceive marketing campaigns across both online and in-store channels. This led to more effective messaging and tactics that resonated better with the target audience.

Target Markets:

  • EU-5 (Germany, Spain, UK, Italy, France)

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