Global brand survey • 04.10.2017

Over half of online shoppers prefer shopping directly with brands over retailers

Brick-and-mortar retail continues to be an important component of the brand experience

Globus in Einkaufswagen
Source: Thorben Wengert/pixelio.de

New study explores consumer shopping preferences in today’s connected society and provides insight into how brands can best meet consumer needs.

The retail industry is constantly undergoing change, altering the roles of retailers, brands and shopping channels to meet consumer demands for information, convenience and high-quality commerce experiences. While traditional consumers once preferred multi-brand retail experiences, the pendulum is shifting towards the brand, putting greater importance on manufacturers’ websites for sales, research and service.

In fact, more than half (55 percent) of shoppers prefer to shop directly with brand manufacturers over retailers, according to Astound Commerce Insight’s “Global Brand Shopper Survey,” released today. With two out of three online shoppers surveyed having purchased at least three products in the past six months, business is brisk at brand sites as well.

To better understand how consumers shop with brand manufacturers and their expectations for brand experiences, Astound Commerce surveyed 1,000 consumers who shop online and have visited a brand manufacturer’s website in the past six months. The survey found the majority of these shoppers (54 percent) turn to brands over retailers for more comprehensive product information, in addition to enhanced customer service, better prices and more personalization options.

“The role that brand manufacturers play in today’s retail landscape has evolved,” said Lauren Freedman, SVP of Digital Strategy for Astound Commerce. “Consumers’ heightened expectations for digital commerce means brands must master online selling and present compelling and competitive shopping experiences, on par with multi-brand counterparts. Moving forward, brands and retailers must explore even more creative ways to demonstrate value and engage through experiential means to woo younger customers and maintain customer loyalty, particularly in light of the challenging retail climate.”

The Role of Brand Manufacturers is Shifting 

The multi-dimensional role of the brand manufacturer illustrates the value consumers place on information and channel consistency, especially as almost half of online shoppers have visited mobile and social channels along with digital and physical stores. The study found three key reasons why consumers shop online with brand manufacturers, including:

● A more complete display of products: 59 percent of respondents already use a brand manufacturer’s website for researching products and usually make their purchase there as well. 
● Brand engagement: 37 percent of respondents expect a more engaging experience on a brand manufacturer's website than a retailer’s. 
● Competitive pricing: Half of respondents expect better prices on a brand manufacturer’s website than on a retailer’s website.

The In-Store Experience Plays an Important Role for Brands 
Today’s consumers are likely to find a strong brand presence as they walk down shopping streets and through malls. Insights from the research suggest why shoppers may opt to visit one of these physical destinations and what they expect when visiting:

● The shopping experience: 59 percent of respondents visit a physical store to seek out the full brand experience they don’t believe they can get online. 
● Touch and feel options: 70 percent of respondents want to touch and feel the product. 
● A demand for omnichannel transparency: 52 percent of respondents believe it’s essential that associates can place an order, while 46 percent want them to be able to access inventory.

Virtual Reality Could Offer the Deeper Brand Experience Consumers Crave

To enhance brand experiences, next-generation technology like virtual and augmented reality is playing a larger role than ever for the connected consumer. As visualization technology becomes more mainstream, many consumers expect to see these tools online to not only test products before purchase, but experience the brand without visiting the physical store. Brands should integrate VR into their commerce experience because:

● Consumers demand unique experiences: 22 percent of respondents find virtual reality important when shopping with brands, as they seek evolved shopping experiences they haven’t had elsewhere. 
● It’s easier to try on clothes from the couch: 27 percent of respondents find virtual try on tools for apparel and accessories very important capabilities when shopping with brand manufacturers online. 
● Furniture and appliances need space: 24 percent of respondents think room visualization and planning tools are very important when shopping with brand manufacturers for larger purchases like furniture and appliances.

For Millennials, Brand Experience is Key 

Millennials have been a driving force in the evolution of brands, with innovations like NIKEiD and Apple’s Genius Bar developed to meet their demand for unique, convenient brand experiences. The study indicates millennials want experiences that are:

● Engaging: 45 percent of millennial respondents expect a more engaging experience on the brand manufacturer’s website where they can get a strong sense of the product and brand. 
● Sophisticated: Nearly a third (32 percent) of millennial respondents strongly agree that brand manufacturer websites are more sophisticated than the retailers’ sites who sell their products. 
● Social: More than half (56 percent) of millennial respondents connect at least weekly with brand manufacturers on social media - indicating a need for more brand content in their personal feeds. 
● Streamlined: 93 percent of millennial respondents find same-day delivery from physical stores important.

“We hope this report not only provides insight on how today’s consumers shop, but helps brands reevaluate their targeting strategies to best meet a growing customer base,” said Freedman. “The data is a valuable roadmap to navigating the features and experiences that consumers crave.”

View the full results of the Global Brand Survey

Source: Astound Commerce

related articles:

popular articles:

Thumbnail-Photo: Worry-free legal compliance: tips for newcomers to online retail...
18.02.2019   #online trading #e-commerce

Worry-free legal compliance: tips for newcomers to online retail

Interview with Johannes Drijkoningen, Händlerbund e.V. (German online trade association)

It is imperative for all online retailers to be legally compliant. We talked to Johannes Drijkoningen, Association Advisor at the Händlerbund e.V. about support, relevant information and unfounded fear of digitization. ...

Thumbnail-Photo: Plantorama grows
04.04.2019   #brick and mortar retail #electronic shelf labels (ESL)

Plantorama grows

And so does the customer experience

The largest garden and animal center chain in Denmark invests in a new and large inspiring garden center in the city Egå near Aarhus.  An extra effort is made for the customer experience with initiatives such as a coffee shop, a ...

Thumbnail-Photo: Quality and great experiences at irma in Illum...
18.04.2019   #electronic shelf labels (ESL) #labels

Quality and great experiences at irma in Illum

A store with all the best

The customers wanted Irma back and they got that. After two years of absence, Irma has once again opened a store in the basement of ILLUM department store in the late summer of 2018. The new Irma store offers high quality and extra good experiences ...

Thumbnail-Photo: CIE 2019: Chinas premier B2B trade show
04.03.2019   #e-commerce #event

CIE 2019: China's premier B2B trade show

5th International Internet and E-commerce Expo in Shenzhen

CIE 2019, the 5th China (Shenzhen) International Internet and E-commerce Expo, is the premier B2B trade show in China that focuses specifically on internet technologies and e-commerce as well as the related industries. More than 400 exhibitors ...

Thumbnail-Photo: First-hand packaging technology
01.02.2019   #event #packaging

First-hand packaging technology

LogiMAT 2019 in Stuttgart

In response to new regulations, packaging industry exhibitors at the 17th LogiMAT are showcasing new developments and innovations in machine technology, methods for reducing the use of traditional materials, and brand-new materials.As people become ...

Thumbnail-Photo: Using digital data to drive brick-and-mortar retail success...
31.01.2019   #brick and mortar retail #data analysis

Using digital data to drive brick-and-mortar retail success

Advanced Outlet Analytics

When it comes to using and analyzing relevant data, brick-and-mortar retail lags behind its online competition. While e-commerce retailers use detailed data from web analytics, CRM, and Google searches to analyze user behavior and generate ...

Thumbnail-Photo: 3D shop and customer analysis with artificial intelligence...
04.02.2019   #customer analysis #Trade fair special EuroCIS 2019

3D shop and customer analysis with artificial intelligence

Product innovation at EuroCIS: Intenta S1000 people counter

Intenta presents the new Intenta S1000 people counter at this year’s EuroCIS – a new 3D vision sensor for fully automatic intelligent scene interpretations. This retail specialist tracks precise data for customer statistics thus giving ...

Thumbnail-Photo: The right payment options for online stores
11.02.2019   #online trading #security

The right payment options for online stores

How you can combat shopping cart abandonment with the right methods

One of the main reasons why shoppers will abandon a purchase is when popular online payment methods are not an option. That’s why online retailers must know what these payment options are. We give you an overview of the pros and cons for ...

Thumbnail-Photo: Secure networking for 8,800 locations
09.04.2019   #security #software developement

Secure networking for 8,800 locations

LANCOM and ecotel to build one of the largest SD-WANs in Europe

The German network infrastructure supplier LANCOM Systems and the Düsseldorf-based ICT company ecotel have concluded a far-reaching cooperation agreement to build one of the largest WAN projects featuring software-defined networking (SDN) in ...

Thumbnail-Photo: Pioneering spirit in online retail: participation is welcomed...
27.02.2019   #online trading #food delivery service

Pioneering spirit in online retail: participation is welcomed

The startup company myEnso from Bremen shows how an online supermarket can be successful

Modern pioneers: At myEnso, customers have a say in the store’s product selection. The online store continues to evolve with its customers and focuses on quality, sustainability and an innovative spirit.We spoke with Isabella Henrichs and ...

Supplier

Casio Europe GmbH
Casio Europe GmbH
CASIO-Platz 1
22848 Norderstedt
LANCOM Systems GmbH
LANCOM Systems GmbH
Adenauerstraße 20 / B2
52146 Würselen
POSIFLEX GmbH
POSIFLEX GmbH
Flinger Broich 203
40235 Düsseldorf
Allgeier Enterprise Services
Allgeier Enterprise Services
Westerbachstr. 32
61476 Kronberg im Taunus
EUROEXPO Messe- und Kongress-GmbH
EUROEXPO Messe- und Kongress-GmbH
Joseph-Dollinger-Bogen 9
80807 München
AURES Technologies GmbH
AURES Technologies GmbH
Maisacherstr. 118
82256 Fürstenfeldbruck
MobiMedia AG
MobiMedia AG
Rottpark 24
84347 Pfarrkirchen
Delfi Technologies GmbH
Delfi Technologies GmbH
Landgraben 75
24232 Schönkirchen
SES-imagotag Deutschland GmbH
SES-imagotag Deutschland GmbH
Bundesstraße 16
77955 Ettenheim