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1、SHOPPERPREFERENCEREPORTGERMANY EDITIONThe shopping experiences consumers expect in 2024Explore the nuances of German consumer behavior throughBazaarvoices Shopper Preference Report,a thoroughexamination of the factors influencing consumption trends.Engaging 8,089 respondents across six countries and

2、spanning age groups from 18 to 65,this report providescomprehensive insights.Centered on Germany,the report delves into theperspectives of over 1,005 German respondents.By integrating global data,it vividly illustrates emerging trendswithin the country.Unveiling interesting findings,the report sheds

3、 light on thecontent driving German shoppers purchasing decisionsacross dominant social media platforms.It delves into theirpreference for private labels versus store brands and uncoversthe primary drivers of brand loyalty.SHOPPER PREFERENCE REPORT|GERMANY EDITION 2024 BAZAARVOICE,INC.2Yes57.3%No42.

4、7%Clicks and BricksRegarding online shopping,German shoppers crave a seamlessshopping experience,whether scrolling through social media orstores.They are big fans of using brand apps to stay connected withtheir favorite stores.3SHOPPER PREFERENCE REPORT|GERMANY EDITION 2024 BAZAARVOICE,INC.Have you

5、returned to a physicaloffice for a percentage of yourwork week in 2023?Germany reports the lowest rate ofindividuals returning to physical offices.71%69%65%64%63%57%Since returning to work,asignificant portion of Germanconsumers have maintained theirpreference for online shopping.Has your return to

6、work led toyou spending in physical storesinstead of online?YESNO42%58%4SHOPPER PREFERENCE REPORT|GERMANY EDITION 2024 BAZAARVOICE,INC.34%32%30%24%23%22%Do you spend more money online or in-store shopping?Who are the biggest online shoppers?After the UK,German shoppers stand out as the second-highes

7、t spenders online.32%More online43%More in-store25%Both are similar010203040501 hr1-2 hr2-3 hr3-4 hr4-5 hr5-6 hr6-7 hr7+hrTIME SPENT ON PHONETIME SPENT ON SOCIAL CHANNELSHow many hours a day do youspend on your phone?How many hours a day do youspend on social channels?5SHOPPER PREFERENCE REPORT|GERM

8、ANY EDITION 2024 BAZAARVOICE,INC.Roughly 27%spend up to 3 hours per day on social media19%41.4%23%25%19%15%14%8%13%5%5%3%1%2%3%5%German shoppers are on par with the USA in terms of having 6+retailer/brand apps on their phones.0510152025301 app2 apps3 apps4 apps5 apps6+appsHow many retailer/brandapps

9、 do you have on your phone?6SHOPPER PREFERENCE REPORT|GERMANY EDITION 2024 BAZAARVOICE,INC.13%11%10%9%7%5%30%19%12%11%6%22%Swipe rightGerman shoppers,selective about product placements on socialmedia,are swayed by compelling brand and influencer videos.7SHOPPER PREFERENCE REPORT|GERMANY EDITION 2024

10、 BAZAARVOICE,INC.62.4%62.2%60.3%57.1%49.9%44.6%More German shoppers said they have purchased something afterwatching a video of a product on social media.Or after watching avideo of an influencer highlighting a product in a video on social media.Would you ratherdiscover a new producton a social chan

11、nel from avideo showcasing it or astill image?Do you find you tend topurchase products more ifyou see them advertised invideos on social media orstill images?VideoVideo61%59%22%21%17%20%Still imageStill imageI dont shop onsocial mediaI dont shop onsocial mediaHow often do you purchase something that

12、youve seen on social media?Weekly3.2%5.9%Monthly14.3%17.9%34%24%Every few monthsRarelyEvery other weekNever8SHOPPER PREFERENCE REPORT|GERMANY EDITION 2024 BAZAARVOICE,INC.14.3%13.5%12.5%12.2%12%11.8%Germany has the highest number of shoppers withmonthly purchases of something they have seen onsocial

13、 media.Which type of video is most likely to make youpurchase a product?24%A video of a consumer using aproduct that they have filmedthemselves 24%A tutorial video explaining howto use the product11%A live video of someoneshowcasing the product7%A testimonial video about theproduct from a previouscu

14、stomer20%A video created by the brandshowcasing the product 14%A video of an influencer using a product 66%Prefer to watchproduct videos onInstagram9SHOPPER PREFERENCE REPORT|GERMANY EDITION 2024 BAZAARVOICE,INC.10SHOPPER PREFERENCE REPORT|GERMANY EDITION 2024 BAZAARVOICE,INC.23.7%20.8%19.7%17.8%16.

15、4%15%Videos that entice German shoppers to buy aproduct often include tutorial videos,consumer testimonials from product users,and brand showcases.German shoppers exhibit greater engagement with tutorial videosexplaining product usage compared to their global counterparts.More than three-quarters(77

16、%)of German shoppers have bought a private label product inthe past six months,highlighting their preference for retailer-created products.*Private label products refer to products created by the retailer and not a brand i.e.a supermarket/grocery store-owned brand.Cant get enough ofstore brands.Have

17、 you purchased aprivate-label*product inthe last 6 months?Yes 77%No,but I plan to 4%No 18%11SHOPPER PREFERENCE REPORT|GERMANY EDITION 2024 BAZAARVOICE,INC.77.3%73%64%60%59.8%57.7%German shoppers have a notably higher inclination towardspurchasing private label products compared to shoppers in otherc

18、ountries.This trend suggests a strong trust in retailer-brandedproducts among German consumers.Which is the main factor that most influences your loyalty to a brand?Loyalty drivers.The ideal brand experience for German consumers combinesseamless shopping with access to exclusive content.6%CUSTOMER S

19、ERVICE2%BRAND VALUE12SHOPPER PREFERENCE REPORT|GERMANY EDITION 2024 BAZAARVOICE,INC.51%QUALITY40%PRICEHow do you prefer brands to engage withyou to enhance your loyalty experience?47%Loyalty programsEmailExclusive contentSocial mediainteractionChatbots22%20%8%3%Trusted by thousands of leading brands

20、 and retailers around the globe,Bazaarvoicesplatform is designed to seamlessly harness and amplify the genuine voices of your customers,encompassing a wide array of user-generated content so you can fuel any stage of the funnelto increase brand awareness,boost confident purchases,and inspire loyalty

21、.We have everything you need to supercharge your commerce engine.Lets chat.German shoppers crave a seamless onlineshopping experience across various platforms,including social media and brand apps.Sincereturning to work,they have continued to favoronline shopping.German consumers are highly engaged

22、withtutorial videos and strongly prefer private-labelproducts,indicating trust in retailer-brandeditems.The ideal brand experience for Germanconsumers includes seamless shopping andaccess to exclusive content.SPECIAL TREATMENTS:German shoppers expect brandsto offer loyalty programs andexclusive cont

23、ent to enhance theirloyalty experience.MAKE IT OMNICHANNEL:German shoppers are comfortablewith omnichannel shoppingexperiences,seamlesslytransitioning between online andoffline channels based on theirneeds and preferences.INVEST IN VIDEO CONTENT:Produce captivating and helpfulvideo content to share onplatforms like Instagram toinfluence their purchasingdecisions effectively.Recap.