1、2023 Global Guide to ConsumersTABLE OF CONTENTS-THE LASTING IMPACTS OF THE PANDEMIC-THE 2023 SHOPPING JOURNEY-THE NEW IMPACTS OF INFLATION-THE GROWTH OF DIGITAL SCREENS-THE APPEAL OF THE STORE BRAND-THE IMPORTANCE OF PRODUCT CONTENTPOST-PANDEMIC,NEW RECESSION:2023 GLOBAL GUIDE TO CONSUMERSEXECUTIVE

2、SUMMARY03FROM SCROLLING TO SCRUTINY:WHY SHOPPERS ARE INCREASINGLY SELECTIVE 04OMNICHANNEL EXCELLENCE REQUIRED:WHY SHOPPERS RELY ON DIGITAL EVERYWHERE14ABOUT SALSIFY18METHODOLOGY193POST-PANDEMIC,NEW RECESSION:2023 GLOBAL GUIDE TO CONSUMERSDuring the pandemic,consumers grew accustomed to the convenien

3、ce of online shopping and same-day delivery even while facing limited product availability.Today,as prices rise,their service expectations remain the same,but theyre coupled with new scrutiny for the value of brand-name products.At the same time,corporate budgets are also under scrutiny.Its no longe

4、r enough to make product information available and compelling.Instead,brands and retailers must engage shoppers from discovery through purchase to win sales and customer loyalty all while maintaining a sustainable profit.Its a crucial time to demonstrate product quality online.Customers increasingly

5、 research brands and their products across a range of touch points,which is why the digital experience is a major factor in building customer loyalty,even during in-store shopping.Successful commerce in 2023 will balance current consumer demands with the realities of the supply chain,margin,and oper

6、ating costs.Salsify surveyed more than 6,000 consumers around the world to help you understand which product page elements and channels to prioritize to stay profitable and grow your business this year.EXECUTIVE SUMMARY 4POST-PANDEMIC,NEW RECESSION:2023 GLOBAL GUIDE TO CONSUMERSFROM SCROLLING TO SCR

7、UTINY:WHY SHOPPERS ARE INCREASINGLY SELECTIVEHow Shopping Habits Have Changed Since the PandemicWhat Matters to Consumers When Choosing Where to Shop OnlineThe global economic outlook is bleak:The International Monetary Fund forecasted only a 2.7%growth rate and a 6.5%inflation rate for 2023,and ris

8、ing prices are impacting consumer behavior.Shoppers who went online to buy during the pandemic now rely on the digital shelf to find the best deals.If brands and retailers want to win sales in the coming year,they must provide the best online experience and prove the quality of their products.Fifty-

9、four percent of all consumers say their shopping habits today are different compared to the way they shopped pre-pandemic,with the majority of the consumers now shopping online more often.Delivery speed and flexibility play an important role in where consumers choose to shop online.For example,a qua

10、rter of consumers who adjusted their shopping behavior since the pandemic now use a buy online,pick up in store(BOPIS)option.Its clear that consumers are increasingly looking for convenient ways to buy sometimes even more than low prices or loyalty programs.THE LASTING IMPACTS OF THE PANDEMIC68%68%2

11、5%20%16%62%46%11%5%85%I shop online moreDelivery speed and flexibilityI buy online and pick up in storeLow pricesI only changed temporarily to avoid in-store shoppingProduct selectionI shop online less and more in storeLoyalty programsAbility to customize products 5POST-PANDEMIC,NEW RECESSION:2023 G

12、LOBAL GUIDE TO CONSUMERSWhile Shopping in the Last 3 Months:By August 2022,consumers were already seeing and feeling the impact of higher prices and lower inventory.Sixty-four percent of shoppers said theyd seen out-of-stock items while shopping,and 62%said some products were already too expensive f

13、or them to purchase.Ninety-six percent of consumers say that rising costs influence how they shop in several ways.For example,in the latter half of 2022,68%of shoppers compared prices across several retailers,and 52%checked for digital coupon codes.In addition to these tactics,51%of shoppers said th

14、eyre spending more time researching products and prioritizing a products quality when making their selection.THE NEW IMPACTS OF INFLATION How Rising Costs Have Impacted How Consumers Shop73%71%51%17%64%62%64%of shoppers said items were out of stock96%of consumers say that rising costs influence how

15、they shop in several ways 62%of shoppers said items were too expensive96%Im looking for discounts or free deliveryIm buying less or delaying large purchasesIm researching more and prioritizing product qualityIm buying store-brand products Consumers equate some cost savings with store-brand or privat

16、e-label products,with 63%choosing private labels because of their low prices.Shoppers are also willing to buy the store-brand product in most categories,so commodities like groceries and cleaning supplies brand names are often the most vulnerable to being replaced.63%63%of shoppers choose private la

17、bels because of their low pricesTHE APPEAL OF THE STORE BRAND 7POST-PANDEMIC,NEW RECESSION:2023 GLOBAL GUIDE TO CONSUMERS27%54%15%4%96%of consumers buy store-brand Grocerieswhen the brand name is too expensiveall the timewhen the brand name is out of stockneverGROCERIES7POST-PANDEMIC,NEW RECESSION:2

18、023 GLOBAL GUIDE TO CONSUMERSTHE APPEAL OF THE STORE BRANDWhen Do Consumers Buy Store-Brand Groceries?8POST-PANDEMIC,NEW RECESSION:2023 GLOBAL GUIDE TO CONSUMERSwhen the brand name is too expensiveall the timewhen the brand name is out of stockneverWhen Do Consumers Buy Store-Brand Household and Cle

19、aning Products?25%48%19%92%of consumers buy store-brand household and cleaning products 8%HOUSEHOLD AND CLEANING PRODUCTSTHE APPEAL OF THE STORE BRAND8POST-PANDEMIC,NEW RECESSION:2023 GLOBAL GUIDE TO CONSUMERS 9POST-PANDEMIC,NEW RECESSION:2023 GLOBAL GUIDE TO CONSUMERSwhen the brand name is too expe

20、nsiveall the timewhen the brand name is out of stockneverWhen Do Consumers Buy Store-Brand Clothing?CLOTHING45%18%19%18%82%of consumers buy store-brand clothing9POST-PANDEMIC,NEW RECESSION:2023 GLOBAL GUIDE TO CONSUMERSTHE APPEAL OF THE STORE BRAND 10POST-PANDEMIC,NEW RECESSION:2023 GLOBAL GUIDE TO

21、CONSUMERSwhen the brand name is too expensiveall the timewhen the brand name is out of stockneverWhen Do Consumers Buy Store-Brand Cosmetics and Personal Care Products?COSMETICS AND PERSONAL CARE PRODUCTS44%16%20%20%80%of consumers buy store-brand cosmetics and personal care products10POST-PANDEMIC,

22、NEW RECESSION:2023 GLOBAL GUIDE TO CONSUMERSTHE APPEAL OF THE STORE BRAND 11POST-PANDEMIC,NEW RECESSION:2023 GLOBAL GUIDE TO CONSUMERSwhen the brand name is too expensiveall the timewhen the brand name is out of stockneverWhen Do Consumers Buy Store-Brand Toys and Games?TOYS AND GAMES 38%19%25%29%71

23、%of consumers buy store-brand toys and games 11POST-PANDEMIC,NEW RECESSION:2023 GLOBAL GUIDE TO CONSUMERSTHE APPEAL OF THE STORE BRAND 12POST-PANDEMIC,NEW RECESSION:2023 GLOBAL GUIDE TO CONSUMERSwhen the brand name is too expensiveall the timewhen the brand name is out of stockneverWhen Do Consumers

24、 Buy Store-Brand Electronics?ELECTRONICS36%16%17%31%69%of consumers buy store-brand electronics12POST-PANDEMIC,NEW RECESSION:2023 GLOBAL GUIDE TO CONSUMERSTHE APPEAL OF THE STORE BRAND 13POST-PANDEMIC,NEW RECESSION:2023 GLOBAL GUIDE TO CONSUMERSShoppers are loyal to brands that deliver the best prod

25、uct quality and online experience even more than brands with good discounts and product selection.As shoppers look more closely at their budgets,they want to be confident theyre buying something that will last.And trustworthy,convenient product experiences help deliver that confidence.What Keeps Con

26、sumers Loyal to Brands They LoveTHE PRESSURE IS ON BRANDS AND RETAILERS TO COMMUNICATE PRODUCT VALUE ONLINE.81%55%46%39%32%27%18%43%62%43%of shoppers say they investigate the companys reputation for good customer service,on-time delivery,and attentive staff before they consider buying from them62%of

27、 shoppers say they research a companys reputation for product quality before they consider buying from themProduct qualityOnline shopping experienceDiscounts or loyalty couponsIn-store shopping experienceProduct innovation and selectionEthical standards and valuesEngaging mobile app or interactive t

28、ools From discovery to purchase,consumers are reliant on the digital shelf even when shopping in store.To win sales and keep buyers from returning products,brands and retailers need to have the most relevant details on the product page.OMNICHANNEL EXCELLENCE REQUIRED:WHY SHOPPERS RELY ON DIGITAL EVE

29、RYWHERE 15POST-PANDEMIC,NEW RECESSION:2023 GLOBAL GUIDE TO CONSUMERSWhile some consumers are returning to in-person shopping in 2023,their buying journey will likely begin and end with a digital touch point.The modern consumer shopping journey includes multiple channels at every stage of considerati

30、on.To win sales,brands and retailers must anticipate shoppers behavior and give them adequate and compelling information across a variety of channels.Consumers use digital touch points when comparing products too.Just 17%of consumers say they use a brands own site to research and compare products be

31、fore buying,so its critical to have the best product information and images on multiple digital channels to effectively influence sales.Despite the importance of digital touch points,shoppers are just as likely to buy in a physical store as they are to make the final purchase on a retailers website.

32、Where Shoppers Are Most Likely To BuyTHE 2023 SHOPPING JOURNEY68%68%38%35%28%24%1.Social media2.Shopping apps3.Browsing in store4.Search engine5.Catalogs or brochures 1.Amazon2.In store3.Search engine4.Retailer site5.Retailer appTop 5 Ways Consumers Find New ProductsTop 5 Ways Consumers Research Pro

33、ductsIn StoreOn a retail siteOn a retail appThrough drive-up servicesOn a brands own siteThrough a search engine 16POST-PANDEMIC,NEW RECESSION:2023 GLOBAL GUIDE TO CONSUMERSDigital touch points are pervasive in the consumer shopping journey.That even applies to in-store shopping:Thirty-nine percent

34、of shoppers said they looked up a product online when shopping in store.More than a third of shoppers frequently ordered online and picked items up in the nearest store.To keep pace with these shopping habits,brands and retailers need ways to share up-to-date inventory information with shoppers.Cons

35、umers continued buying directly on social media,but also tried some new channels in 2022.Twenty-five percent of all consumers said they shopped using augmented reality(AR)or virtual reality(VR)shopping tools in the last six months.These channels matter most to consumers under the age of 45.In-Store

36、Shopping HabitsTHE GROWTH OF DIGITAL SCREENSSocial Media ShoppingAR or VR Shopping38%35%16%12%9%Age 1829Age 3044Age 4559Age 60 and over42%bought directly through social media25%usedAR or VR to shop35%35%15%14%45%49%5%2%Looked up a product onlinePicked up something I ordered onlineChecked prices on a

37、 digital kioskScanned a products QR code for more informationUsed digital shelf labeling17POST-PANDEMIC,NEW RECESSION:2023 GLOBAL GUIDE TO CONSUMERSBy providing accurate and compelling product information,brands and retailers can persuade shoppers to buy.More than half of all consumers said they wou

38、ldnt buy a product with bad product content that doesnt include enough information or includes low-quality product images.Strong product content is so important that shoppers are more likely to purchase products from unfamiliar brands or those with bad reputations than those with missing information

39、.Amid todays commerce landscape,complete and accessible product content can be the difference between a loyal customer and a missed sale.As more shoppers turn to online research scrutinizing a products quality and a brands reputation across dozens of digital touch points before deciding to spend sim

40、ply showing up is no longer enough.A products best attributes must be clear and available for discerning customers to find,understand,and connect with.To stay profitable and grow sales in 2023,brands and retailers need to be strategic about maintaining the most compelling product experiences possibl

41、e.Similarly,consumers often return products because of inaccurate product information or misleading images:Only 14%of shoppers say theyve returned an item because they changed their mind,compared to 39%who returned because of inaccurate product images.THE IMPORTANCE OF PRODUCT CONTENT Why Consumers

42、Wouldnt Buy a Product OnlineWhy Consumers Return Products They Bought Online55%54%54%39%32%38%26%26%25%25%20%20%Bad product contentWrong size,clothing fit,or product dimensions Bad product reviewsProduct did not match imagesUnfamiliar or disreputable brandDamage or poor conditionConcerns of counterf

43、eit productsChanged my mindDelayed or out of stock Delivery was too slowInconsistent product data between retailersBought several items to try,intending to return someSalsify empowers brands,retailers,and distributors in more than 100 countries worldwide to build shopper-centric,frictionless,and mem

44、orable commerce experiences.These experiences help increase brand trust,amplify product differentiation,boost conversion rates,grow profit margins,and speed time to market.Learn why the worlds largest brands like Mars,LOreal,Coca-Cola,Bosch,and GSK and retailers and distributors like E.Leclerc,Carre

45、four,Metro,and Intermarch use Salsify to stand out on the Request DemoABOUT SALSIFYMETHODOLOGYAge18-29 39%30-44 38%45-59 13%60 10%Age18-29 31%30-44 43%45-59 18%60 8%Age18-29 31%30-44 42%45-59 19%60 8%Age18-29 17%30-44 28%45-59 31%60 24%Age18-29 33%30-44 40%45-59 16%60 11%Household IncomeLess than A$

46、25,000 8%A$25,000A$99,999 45%A$100,000A$174,999 31%More than A$175,000 11%Prefer not to say 5%Household IncomeLess than 25,000 25%25,00099,999 56%100,000174,999 8%More than 175,000 5%Prefer not to say 6%Household IncomeLess than 25,000 36%25,00099,999 58%100,000174,999 1%More than 175,000 1%Prefer n

47、ot to say 4%Household IncomeLess than$25,000 13%$25,000$99,999 49%$100,000$174,999 21%More than$175,000 10%Prefer not to say 7%Household IncomeLess than 25,000 28%25,00099,999 60%100,000174,999 4%More than 175,000 2%Prefer not to say 5%GenderMale 31%Female 69%Non-Binary 1%GenderMale 41%Female 59%Non

48、-Binary 1%GenderMale 47%Female 63%Non-Binary 1%GenderMale 48%Female 51%Non-Binary 1%GenderMale 29%Female 70%Non-Binary 1%AustraliaTotal:1,179 consumers GermanyTotal:1,284 consumersFranceTotal:1,290 consumersUnited StatesTotal:1,356 consumersGreat BritainTotal:1,217 consumers Salsify surveyed 6,326 consumers in Australia,Germany,Great Britain,France,and the United States in November 2022 through SurveyMonkey.