Rieker
Russians become "multi-channel buyers"
21.02.2011 1957

Russians become "multi-channel buyers"

Leo Burnett and Arc Worldwide found out who these “multi-channel customers” are and how their behavior affects retailers and brands. According to a study by Leo Burnett and Arc Worldwide, 86% of Russians buy goods using an average of 5 channels and spend twice as much time on shopping than Europeans or Americans. Also in Russia they like to experiment, search for new products, buy fashion brands, not sparing money for purchases. These conclusions were reached by Leo Burnett and Arc Worldwide, having conducted a large international study on the phenomenon of the “multi-channel customer”. The magazine writes about this. branded.ru

The study was conducted in 4 countries: USA, UK, France and Russia. Residents of 13 cities, including Moscow, St. Petersburg, Novosibirsk, Nizhny Novgorod, Yekaterinburg, Samara, Omsk, Kazan, Chelyabinsk, Rostov-on-Don, Ufa, Volgograd and Perm, participated in the Russian study. More than 6 of thousands of customers aged from 18 to 64 years were surveyed (in Russia, the maximum age was limited to 45 years). The behavior of “multi-channel buyers” was analyzed according to three key characteristics: product category (20 categories in the West and 12 categories in Russia), the buyer himself and the channel used in the process of making a purchase. A total of 10 channels were studied, including: television, the Internet, a store, a mobile phone, mailing lists, magazines, advertising catalogs, etc. The purchase process in the study refers to the period of time that the buyer goes from the moment he gets to know the product to make the purchase .

The study revealed 6 archetypes of buyers, whose knowledge in the future can help brands, retailers and marketers to more effectively interact with consumers:

1. Thrifty buyers (Strategic Savers) - hunters for special offers and discounts, are not tied to a particular brand, prefer to take more, but cheaper, are strictly limited by the budget, before making their choice, they will study the subject of purchase in detail.

2. Motivated by the price (Dollar Defaulters) - only the price affects the decision to buy, like goods under the brand name of the retail network (private labels), are indifferent to the brands.

3. Adherents of quality (Quality Devotees) are loyal consumers of the same brand, focused on premium, connoisseurs of quality products, well aware of the subject of purchase, do not compromise.

4. Moderately addicted buyers (Savvy Passionistas) - do not spare money on purchases, experimenters, look for new products, are focused on prestige, experience the pleasure of buying fashion brands.

5. Seekers of the best option (Opportunistic Adventurers) are always ready to go shopping in search of new opportunities and finds, they are looking for especially advantageous offers, impulsive buyers.

6. Efficiency Sprinters - strictly follow a specific goal, buy according to a pre-prepared list, save time, value comfort and fragmented customers when shopping.

The study showed that in Russia there are most buyers of the third and fourth type. When choosing channels, multi-channel buyers are most often guided by two criteria: risk and return. Moreover, the more channels are used, the higher the probability of making a purchase.

Details in the magazine Shoes ReportNo. 86.

Leo Burnett and Arc Worldwide found out who these “multi-channel customers” are and how their behavior affects retailers and brands. According to a study by Leo Burnett and Arc Worldwide, ...
5
1
Rating
Midinblu

Latest News

The pandemic has sent Peter Kaiser to the threat of bankruptcy

Peter Kaiser has filed a petition with the Pirmasens District Court to develop an action plan to avoid bankruptcy proceedings. According to the company's managers, Peter Kaiser led to a pre-bankruptcy state of quarantine in ...
17.09.2020 249

Vans unveils collaboration with MoMA in New York

The design of the Vans x MoMA collection, which consists of shoes, clothes and accessories, is inspired by the works of outstanding artists presented in the MoMA Museum, including Salvador Dali, Wassily Kandinsky, Lyubov Popova, Claude Monet, Edvard Munch, Jackson ...
17.09.2020 353

Warm models have appeared in the Crocs line of clogs

As we wrote earlier, the American brand noted an explosive growth in sales of its clogs during the summer months of quarantine, and apparently, in order not to lose the gained momentum, decided to offer consumers an autumn version of its popular model.
17.09.2020 349

Swims collection adds new cane umbrellas

With the onset of autumn and the rainy season, the Norwegian rubber shoe brand Swims has traditionally stepped up its activities, adding new footwear and accessories to its collection. This time the collection has been replenished with a new line of umbrellas in ...
15.09.2020 410

Revenue of Obuv Rossii Group of Companies in the first half of 2020 decreased by 26,4%

The amount of revenue of Obuv Rossii Group of Companies in the 1st half of 2020 decreased by 26,4% to RUB 3,963 billion. compared to 5,384 billion rubles. in the 1st half of 2019. • The net loss amounted to RUB 0,306 billion, says the financial report of Obuv Rossii Group of Companies.
15.09.2020 677
When you sign up, you will receive weekly news and articles about the shoe business on your e-mail.

To the beginning