{"id":19643,"date":"2023-07-06T12:28:59","date_gmt":"2023-07-06T09:28:59","guid":{"rendered":"https:\/\/www.gpec.ro\/blog\/?p=19643"},"modified":"2023-07-06T12:28:59","modified_gmt":"2023-07-06T09:28:59","slug":"asteptarile-consumatorilor-online-prezent-si-viitor-studiu-european","status":"publish","type":"post","link":"https:\/\/www.gpec.ro\/blog\/asteptarile-consumatorilor-online-prezent-si-viitor-studiu-european","title":{"rendered":"A\u0219tept\u0103rile consumatorilor online: prezent \u0219i viitor &#8211; studiu European"},"content":{"rendered":"<div class=\"fcbkbttn_buttons_block\" id=\"fcbkbttn_left\"><div class=\"fcbkbttn_like \"><div class=\"fb-like fb-like-button_count\" data-href=\"https:\/\/www.gpec.ro\/blog\/asteptarile-consumatorilor-online-prezent-si-viitor-studiu-european\" data-colorscheme=\"light\" data-layout=\"button_count\" data-action=\"like\"  data-size=\"small\"><\/div><\/div><\/div><p>Indiferent de situa\u021bia economic\u0103, consumatorii vor continua\u00a0s\u0103 cumpere. Dar, \u00een condi\u021biile provoc\u0103rilor financiare prezente, \u00ee\u0219i vor adapta obiceiurile de cump\u0103rare. Raportul sintetizat mai jos, realizat de RetailX pentru Worldline pe baza r\u0103spunsurilor a 6000 de consumatori din Belgia, Fran\u021ba, Olanda, Portugalia, Spania \u0219i Marea Britanie, arat\u0103 modul cum evolueaz\u0103 a\u0219tept\u0103rile consumatorilor, nevoile lor \u0219i cum se a\u0219teapt\u0103 ei\u00a0ca magazinele online s\u0103 se adapteze \u0219i s\u0103 le vin\u0103 \u00een \u00eent\u00e2mpinare.<span class=\"Apple-converted-space\">\u00a0<\/span><!--more--><\/p>\n<p>\u00centr-un peisaj economic extrem de schimb\u0103tor \u0219i provocator, business-urile online \u00eencep s\u0103 recunoasc\u0103 nevoia unei cre\u0219teri sustenabile, nu doar prin satisfacerea nevoilor consumatorilor ci \u0219i prin alinierea la noile tehnologii.<span class=\"Apple-converted-space\">\u00a0<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-19644\" src=\"https:\/\/www.gpec.ro\/blog\/wp-content\/uploads\/2023\/07\/Expectations-of-online-consumers-findings-300x185.png\" alt=\"\" width=\"448\" height=\"276\" srcset=\"https:\/\/www.gpec.ro\/blog\/wp-content\/uploads\/2023\/07\/Expectations-of-online-consumers-findings-300x185.png 300w, https:\/\/www.gpec.ro\/blog\/wp-content\/uploads\/2023\/07\/Expectations-of-online-consumers-findings-768x472.png 768w, https:\/\/www.gpec.ro\/blog\/wp-content\/uploads\/2023\/07\/Expectations-of-online-consumers-findings.png 930w\" sizes=\"auto, (max-width: 448px) 100vw, 448px\" \/><\/p>\n<p>\u00cen raportul citat se arat\u0103 c\u0103 mai mult de trei sferturi dintre cei intervieva\u021bi \u00een cele 6 pie\u021be, fac cump\u0103r\u0103turi online cel pu\u021bin o dat\u0103 pe luna. Analiz\u00e2nd pe baz\u0103 de genera\u021bii, reprezentan\u021bii Millenials sunt cei mai frecven\u021bi cump\u0103r\u0103tori online &#8211; 83% cump\u0103r\u00e2nd cel pu\u021bin o dat\u0103 pe luna. Totodat\u0103,<span class=\"Apple-converted-space\">\u00a0\u00a0<\/span>Millennials sunt cei care cump\u0103r\u0103 online mai mult de o dat\u0103 pe zi, cu 12% care procedeaz\u0103 astfel.<\/p>\n<p class=\"p1\">Alte date interesante din raport vizeaz\u0103 loca\u021biile \u0219i dispozitivele de unde se fac achizi\u021bii online:<img loading=\"lazy\" decoding=\"async\" class=\"wp-image-19646 alignleft\" src=\"https:\/\/www.gpec.ro\/blog\/wp-content\/uploads\/2023\/07\/Screenshot-2023-07-05-at-15.33.35-300x150.png\" alt=\"\" width=\"460\" height=\"230\" srcset=\"https:\/\/www.gpec.ro\/blog\/wp-content\/uploads\/2023\/07\/Screenshot-2023-07-05-at-15.33.35-300x150.png 300w, https:\/\/www.gpec.ro\/blog\/wp-content\/uploads\/2023\/07\/Screenshot-2023-07-05-at-15.33.35.png 491w\" sizes=\"auto, (max-width: 460px) 100vw, 460px\" \/><\/p>\n<ul class=\"ul1\">\n<li class=\"li1\">70% dintre consumatorii Europeni au f\u0103cut cump\u0103r\u0103turi online de acas\u0103, \u00een ultimele 3 luni<\/li>\n<li class=\"li1\">o treime din cump\u0103r\u0103tori au f\u0103cut achizi\u021bii online de la birou sau din drum spre\/de la birou sau din spa\u021bii publice<\/li>\n<li class=\"li1\">56% au f\u0103cut achizi\u021bii via o aplica\u021bie de mobil \u00een ultimele 3 luni (62% dintre ace\u0219tia reg\u0103sindu-se \u00een genera\u021bia Millenials)<span class=\"Apple-converted-space\">\u00a0<\/span><\/li>\n<li class=\"li1\">47% au folosit un browser mobil pentru a face achizi\u021bii<span class=\"Apple-converted-space\">\u00a0<\/span><\/li>\n<\/ul>\n<h4><\/h4>\n<h4 class=\"p1\">Cre\u0219terea costului vie\u021bii a avut un impact major asupra a ce \u0219i cum se cump\u0103r\u0103.<span class=\"Apple-converted-space\">\u00a0<\/span><\/h4>\n<p class=\"p1\">Conform raportului se observ\u0103 un consumator atent la pre\u021b \u0219i mai motivat c\u0103 oric\u00e2nd de discounturi \u0219i promo\u021bii.\u00a0<span class=\"Apple-converted-space\">\u00a0<\/span><\/p>\n<h4 class=\"p1\">Valoarea \u0219i personalizarea sunt factori cheie care duc la atragerea de noi clien\u021bi<span class=\"Apple-converted-space\">\u00a0<\/span><\/h4>\n<p class=\"p1\">Consumatorii din toate pie\u021bele studiate \u00een raport devin tot mai aten\u021bi la valoarea pe care o primesc, pe m\u0103sur\u0103 ce caut\u0103 moduri de a-\u0219i reduce cheltuielile.<span class=\"Apple-converted-space\">\u00a0<\/span>\u00cen timp ce unii consumatori investesc mai mult \u00een <strong>produse cu o durata de utilizare mai mare<\/strong> (\u00eentre 26-31% \u00een \u021b\u0103rile studiate), al\u021bii sunt mai aten\u021bi la c\u00e2t \u00ee\u0219i pot permite.<span class=\"Apple-converted-space\">\u00a0<\/span>\u00centre 25 &#8211; 30% din consumatori \u00ee\u0219i reduc cheltuielile prin achizi\u021bionarea de produse de calitate mai slab\u0103, \u00een timp ce 22 &#8211; 27% <strong>cump\u0103r\u0103 mai multe produse second-hand<\/strong> dec\u00e2t \u00een anii trecu\u021bi.<span class=\"Apple-converted-space\">\u00a0<\/span><\/p>\n<p class=\"p1\">Consumatorii cu venituri ridicate sunt mai dispu\u0219i s\u0103 foloseasc\u0103 <strong>discounturi \u0219i cupoane de reducere<\/strong><span class=\"Apple-converted-space\">\u00a0\u00a0<\/span>(47%) dec\u00e2t cei cu venituri mici &#8211; care se concentreaz\u0103 pe produse second- hand.<\/p>\n<p class=\"p1\"><b>Comer\u021bul Cross-border &#8211; o surs\u0103 bun\u0103 de a ob\u021bine un raport bun valoare\/pre\u021b<span class=\"Apple-converted-space\">\u00a0<\/span><\/b><\/p>\n<p class=\"p1\">Accesibilitatea comer\u021bului cross-border permite consumatorilor s\u0103 acceseze branduri \u0219i magazine care nu sunt prezente \u00een pie\u021bele de reziden\u021b\u0103 &#8211; ceea ce \u00eenseam\u0103 o mai mare varietate a op\u021biunilor. Retailerii au acces la o baz\u0103 mai mare de clien\u021bi dar trebuie s\u0103 fie preg\u0103ti\u021bi s\u0103 ating\u0103 \u0219i nevoile individuale ale noilor clien\u021bi.\u00a0<span class=\"Apple-converted-space\">\u00a0<\/span><\/p>\n<p class=\"p1\">Aproximativ jum\u0103tate din consumatori cump\u0103r\u0103 din afar\u0103 grani\u021belor \u021b\u0103rii de reziden\u021b\u0103, cel pu\u021bin de c\u00e2teva ori pe an. 71% dintre Millenials fac achizi\u021bii cross &#8211; border \u00een mod regulat, \u00een timp ce 60% din Gen Z cump\u0103r\u0103 de c\u00e2teva ori pe an.<span class=\"Apple-converted-space\">\u00a0<\/span><\/p>\n<p class=\"p1\"><strong>Shoppingul cross-border este influen\u021bat \u00een mai mare m\u0103sur\u0103 de pre\u021b<\/strong> dec\u00e2t de lipsa produselor respective \u00een \u021bara de reziden\u021b\u0103. Aten\u021bia la pre\u021b cre\u0219te odat\u0103 cu v\u00e2rst\u0103 &#8211; de la 57% din reprezentan\u021bii Gen Z care cump\u0103r\u0103 cross- border pe considerente de pre\u021b la 65% din Boomers.<span class=\"Apple-converted-space\">\u00a0<\/span><\/p>\n<h4 class=\"p1\">Pl\u0103\u021bile cu mobilul sunt preferate de peste jum\u0103tate din responden\u021bi.<span class=\"Apple-converted-space\">\u00a0<\/span><\/h4>\n<p class=\"p1\">A\u0219a cum dorin\u021ba de a ob\u021bine valoare la pre\u021buri accesibile determin\u0103 extinderea shoppingului cross- border, consumatorii ajung s\u0103 intre \u00een contact cu noi retaileri &amp; metode de plat\u0103. Op\u021biunile de plat\u0103 disponibile at\u00e2t pe plan local c\u00e2t \u0219i interna\u021bional devin definitorii \u00een decizia de achizi\u021bie.<span class=\"Apple-converted-space\">\u00a0<\/span><\/p>\n<p class=\"p1\">Plata prin card bancar r\u0103m\u00e2ne favorit\u0103 \u00een Fran\u021ba (72%) \u0219i UK (70%). \u00cen alte pie\u021be, aplica\u021biile de <strong>plat\u0103 mobile \u0219i wallet-ul<\/strong> sunt \u00een topul preferin\u021belor consumatorilor ( de ex Portugalia 66% prefer\u0103 pl\u0103\u021bile mobile).<span class=\"Apple-converted-space\">\u00a0<\/span><\/p>\n<p class=\"p1\">Siguran\u021ba, \u00eencrederea \u0219i facilitatea sunt motive cheie pentru alegerea pl\u0103\u021bilor at\u00e2t prin dispozitive mobile, c\u00e2t \u0219i pentru alegerea serviciilor de tip Buy Now Pay Later &#8211; de\u0219i procentele variaz\u0103 de la o genera\u021bie la alta, ele sunt ridicate pentru to\u021bi consumatorii, indiferent de pia\u021b\u0103.<\/p>\n<h4 class=\"p1\">Personalizarea &#8211; cel mai puternic instrument de atragere a clien\u021bilor<span class=\"Apple-converted-space\">\u00a0<\/span><\/h4>\n<p class=\"p1\">Unul din 5 Milleniali prefer\u0103 <strong>sugestiile personalizate de produse<\/strong>, bazate pe istoricul de navigare sau achizi\u021bie.<span class=\"Apple-converted-space\">\u00a0<\/span><\/p>\n<p class=\"p1\"><strong>Discounturile personalizate<\/strong> sunt cele mai puternice tactici de a convinge cump\u0103r\u0103torii s\u0103 achizi\u021bioneze noi produse.<span class=\"Apple-converted-space\">\u00a0<\/span><\/p>\n<p class=\"p1\">Popularitatea \u0219i eficien\u021ba canalelor de marketing folosite variaz\u0103 de la genera\u021bie la genera\u021bie. \u00cen\u021belegerea gradului de receptivitate a clien\u021bilor la diferite canale de marketing a devenit crucial\u0103.<\/p>\n<p class=\"p1\"><strong>Puterea personaliz\u0103rii ajut\u0103 la identificarea canalului potrivit<\/strong> care \u00eel face pe consumator s\u0103 cumpere \u00een func\u021bie de unde vede reclama. Cupoanele \u0219i discounturile sunt instrumentele cele mai probabile de convingere, iar atunci c\u00e2nd ele sunt \u0219i personalizate pe client, disponibilitatea de achizi\u021bie cre\u0219te evident.<span class=\"Apple-converted-space\">\u00a0<\/span><\/p>\n<p class=\"p1\">Post\u0103rile \u00een Social Media au cea mai mare rat\u0103 de conversie \u00een r\u00e2ndul a 61% din Millenials, al\u0103turi de influencerii pl\u0103ti\u021bi pentru a face reclam\u0103 pe re\u021belele sociale (49% convertind \u00een r\u00e2ndul Millenials).<span class=\"Apple-converted-space\">\u00a0<\/span><\/p>\n<p class=\"p1\">Marketingul tradi\u021bional livreaz\u0103 mai slab \u00een r\u00e2ndul consumatorilor tineri. Reclamele clasice \u0219i<span class=\"Apple-converted-space\">\u00a0\u00a0<\/span>newsletterele sunt mai eficiente \u00een r\u00e2ndul Boomerilor (49%) fiind dispu\u0219i s\u0103 cumpere de pe aceste canale.<span class=\"Apple-converted-space\">\u00a0<\/span><\/p>\n<h4 class=\"p1\">Retailerii de succes \u00een\u021beleg \u0219i implementeaz\u0103 programe de loializare.<\/h4>\n<p class=\"p1\">Crearea de rela\u021bii pe termen lung este mai eficient\u0103 dec\u00e2t atragerea constant\u0103 de noi clien\u021bi. <strong>Programele de loializare<\/strong> nu doar scad costul de achizi\u021bie de noi clien\u021bi ci ajut\u0103 business-ul prin Word-of-Mouth \u0219i recomand\u0103ri.<span class=\"Apple-converted-space\">\u00a0<\/span><\/p>\n<p class=\"p1\">Pre\u021bul \u0219i accesibilitatea stau la baza loializarii clien\u021bilor. O alt\u0103 metod\u0103 preferat\u0103 este implementarea de abonamente \u0219i pachete de loializare azate pe achizi\u021bii repetate.<span class=\"Apple-converted-space\">\u00a0<\/span><\/p>\n<h4 class=\"p1\"><b>Consumatorii \u00ee\u0219i doresc implementarea de noi tehnologii \u0219i experien\u021be inedite: live shopping \u0219i voice shopping, asisten\u021bi virtuali pentru shopping, Social commerce, Augmented reality, cump\u0103r\u0103turi \u00een metaverse<\/b><\/h4>\n<p class=\"p1\">Odat\u0103 cu evolu\u021bia tehnologiei, consumatorii se a\u0219teapt\u0103 ca magazinele preferate s\u0103 \u021bin\u0103 pasul \u0219i s\u0103 le ofere <strong>experien\u021be inedite \u00een procesul de achizi\u021bie<\/strong>, nu doar din perspectiva asisten\u021bei virtuale ci \u0219i \u00een ceea ce prive\u0219te facilitatea \u0219i informa\u021bia. Experien\u021bele noi \u0219i inedite ajut\u0103 la consolidarea rela\u021biei \u0219i a loialit\u0103\u021bii, rezult\u00e2nd \u00een cre\u0219terea conversiilor \u0219i a bugetelor cheltuite.\u00a0<span class=\"Apple-converted-space\">\u00a0<\/span><\/p>\n<p>Raportul integral poate fi\u00a0<a href=\"https:\/\/form.internetretailing.net\/forms\/ir-cx-whitepapers-reports\/?report=worldline-expectations-of-online-shoppers\">desc\u0103rcat de aici<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<div class=\"fcbkbttn_buttons_block\" id=\"fcbkbttn_left\"><div class=\"fcbkbttn_like \"><div class=\"fb-like fb-like-button_count\" data-href=\"https:\/\/www.gpec.ro\/blog\/asteptarile-consumatorilor-online-prezent-si-viitor-studiu-european\" data-colorscheme=\"light\" data-layout=\"button_count\" data-action=\"like\"  data-size=\"small\"><\/div><\/div><\/div><p>Indiferent de situa\u021bia economic\u0103, consumatorii vor continua\u00a0s\u0103 cumpere. Dar, \u00een condi\u021biile provoc\u0103rilor financiare prezente, \u00ee\u0219i vor adapta obiceiurile de cump\u0103rare. Raportul sintetizat mai jos, realizat de RetailX pentru Worldline pe baza r\u0103spunsurilor a 6000 de consumatori din Belgia, Fran\u021ba, Olanda, Portugalia, Spania \u0219i Marea Britanie, arat\u0103 modul cum evolueaz\u0103 a\u0219tept\u0103rile consumatorilor, nevoile lor \u0219i cum se a\u0219teapt\u0103 ei\u00a0ca magazinele online s\u0103 se adapteze \u0219i s\u0103 le vin\u0103 \u00een \u00eent\u00e2mpinare.\u00a0<\/p>\n","protected":false},"author":40,"featured_media":19645,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[44,56],"tags":[],"class_list":["post-19643","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ecommerce-in-lume","category-resurse-e-commerce"],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/www.gpec.ro\/blog\/wp-json\/wp\/v2\/posts\/19643","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.gpec.ro\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.gpec.ro\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.gpec.ro\/blog\/wp-json\/wp\/v2\/users\/40"}],"replies":[{"embeddable":true,"href":"https:\/\/www.gpec.ro\/blog\/wp-json\/wp\/v2\/comments?post=19643"}],"version-history":[{"count":1,"href":"https:\/\/www.gpec.ro\/blog\/wp-json\/wp\/v2\/posts\/19643\/revisions"}],"predecessor-version":[{"id":19647,"href":"https:\/\/www.gpec.ro\/blog\/wp-json\/wp\/v2\/posts\/19643\/revisions\/19647"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.gpec.ro\/blog\/wp-json\/wp\/v2\/media\/19645"}],"wp:attachment":[{"href":"https:\/\/www.gpec.ro\/blog\/wp-json\/wp\/v2\/media?parent=19643"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.gpec.ro\/blog\/wp-json\/wp\/v2\/categories?post=19643"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.gpec.ro\/blog\/wp-json\/wp\/v2\/tags?post=19643"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}