Market research and business publish new studies every day that can be important for companies and marketers. absatzwirtschaft provides an overview of the most important results of the past week.
Top 1: Germans want to shop transparently and return free of charge
Price comparison portals, online customer ratings or personal advice in specialist shops: Even when looking for the right product, German consumers can fall back on a multitude of sources of information. 61 percent do their research in the ‘classic’ way and look for everything worth knowing about the desired product using a search engine, in forums or on blogs. This was the result of a current survey by the German cashback portal Shoop.de. Price comparison portals and various online shops are good information providers for research for just as many people (61 percent). But the online giant Amazon is also targeted by 65 percent when searching for products. For 56 percent of German consumers, customer ratings on online portals are important when making a purchase decision. 46 percent of Germans, on the other hand, continue to seek advice from stationary retailers or specialist shops or department stores. But no matter what the internet research reveals, the opinion of friends and acquaintances is just as important to almost every second person (49 percent).
If the German buys on the Internet via Amazon or an online shop, the services offered are very important to him. First and foremost are the transparent terms and conditions, including the right of return and cancellation options, which are important for more than nine out of ten (92 percent). 89 percent value free returns and almost as many (88 percent) value various payment options. 86 percent expect free shipping and for 58 percent personal and comprehensive customer service is an important criterion when deciding on an online shop. In contrast, next-day delivery is only decisive for 40 percent of online shoppers when making a purchase.
When the digital shopping expedition is over, you can also checkout online. Almost two in three Germans (64 percent) always or mostly pay via PayPal when buying online. The second most popular payment method is credit card (52 percent), followed by direct debit, which is still used by more than one in three (35 percent). 31 percent use the EC card to pay for their online purchases, and instant transfer is also a popular method for almost a quarter of Germans (24 percent) to pay their digital bills. A payment with credit or vouchers from bonus programs or cashback providers is used by around every seventh consumer (14 percent) frequently or mostly when shopping on the Internet. In contrast, it is much less common to shop in advance (14 percent) or cash on delivery (8 percent). And the digital currency Bitcoin is not used at all by 92 percent of all online shoppers.
Top 2: This is how well brand manufacturers sell themselves online
Peugeot caused a stir in the business world last week. Three of his German top managers had to give up the sails of the French car manufacturer. The reason for their end was as simple as it was symptomatic: car dealers ran storm against a leasing offer launched by Peugeot itself. It was so attractive to consumers that many retailers feared for their business. * The case shows how fragile the relationship between retailers and manufacturers is. Especially when manufacturers market their products themselves. A study by the social commerce group shows how widespread self-marketing is on the Internet Pepper.com.
German consumers called up the Nivea online shop 2.06 million times in the first quarter of this year, 2.66 percent more than at the beginning of 2016. Nivea was therefore an exception in two senses: On the one hand, growth was in contrast to general growth Trend: The reach of the 200 largest brand shops did not grow year-on-year, but shrank by 13.21 percent to 298.84 million visits by German consumers. On the other hand, alongside Yves Rocher (rank 41, 1.33 million visits, +10.38 percent), Nivea was the only cosmetics brand among the fifty most popular manufacturer shops in Germany.
Manufacturers of fashion and electronics dominated the top 200 of the most popular brand shops among German consumers in the first quarter of 2017: 80 of the 200 brand shops traded in fashion, 49 in electronics. The 22 brand shops from the home and garden sector such as Miele, Bosch and Vorwerk followed by a large margin in third place. A look at the top 50 brand shops with the greatest reach is even clearer: In the first quarter there were 25 electronics and 18 fashion shops while manufacturers of products from the home and garden as well as cosmetics (two shops each) and food, sports and toys (one shop each) were outnumbered.
Almost consequently, fashion and electronics manufacturers also had the largest share of the 298.84 million shop visits in the first quarter that the 200 largest manufacturers were able to record for themselves. A whopping 64.46 percent of all visits (192.63 million visits) were made to branded electronics manufacturers’ shops, 36.41 percent were accounted for by the two first-placed Samsung (65.51 million visits) and Apple (43.3 million visits). Their gap to third-placed Asos (10.21 million visits) was a whopping 33.09 million visits (324.1 percent). In total, brand shops of fashion manufacturers accounted for 25.22 percent (75.38 million visits) of all visits. This put them in second place, ahead of manufacturers from the home and garden sectors (3rd place, 10.55 million visits, 3.53 percent) and cosmetics (4th place, 5.71 million visits, 1.91 percent).
Manufacturers of jewelry and accessories (5th place, 5.24 million visits, 1.75 percent), toys (6th place, 4.07 million visits, 1.37 percent) and food ( Rank 7, 3.07 million visits, 1.03 percent) in the first quarter. Swarovski (rank 52, 825,755 visits), Lego (rank 17, 3.5 million visits) and Milka (rank 49, 886,141 visits) were most successful in their own sales. Direct sales, on the other hand, are still hardly widespread in the product groups sports (2.33 million visits, 0.78 percent), books (415,055 visits, 0.14 percent) and pet supplies (13,049 visits, 0.004 percent).
A comparison with the first quarter of 2016 shows how quickly the demand for individual product groups is growing: It shows that there is not increasing interest in electronics or fashion in this country, but that there is an increasing demand for other products: manufacturers of cosmetics were able to find out that there was an increase in demand of 10.49 percent (541,868 visits) are happy. Manufacturers of sporting goods increased by 5.18 percent (114,717 visits). And manufacturers of products for home and garden were able to book 3.59 percent (365,296) more visits to their own online shops compared to the previous year.
A number of manufacturers, on the other hand, had a much more difficult standing: The market for electronics and fashion, for example, is now so saturated that demand here is developing backwards: Compared to the first quarter of 2016, manufacturers of fashion and electronics had to enter their own online Shops can cope with a drop in demand of 7.39 percent (6.01 million visits) or even 16.6 percent (38.34 million visits).