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Varier - Google marketing: Understanding consumers shopping for Furniture

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Varier - Google marketing: Understanding consumers shopping for Furniture. Slides blev brugt i forbindelse med Varier Retailer Marketing Academy #2. 01.12.16.

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Varier - Google marketing: Understanding consumers shopping for Furniture

  1. 1. Confidential & Proprietary Varier Understanding consumers shopping for Furniture November 2016 EMIL SANNINO Agency Strategist
  2. 2. Confidential & Proprietary THE PARADOX “Consumers have never been more connected – but it’s never been harder to connect with them” - Tom Daly, Group Director, Coca Cola
  3. 3. Confidential + ProprietaryKilde: Consumer Barometer 2016 INTERNET PENETRATION HAS INCREASED SLIGHTLY...
  4. 4. Confidential + ProprietaryKilde: Consumer Barometer 2016 ...BUT SMARTPHONE PENETRATION HAS INCREASED A LOT
  5. 5. Confidential + ProprietaryKilde: Consumer Barometer 2016 ON AVERAGE WE HAVE 3.6 DEVICES IN EUROPE
  6. 6. We do not go online. We live online.
  7. 7. Confidential & Proprietary Mobile Phones Source: Consumer Barometer 2016 Fashion Groceries Home appliances Home Furnishing %RESEARCHEDONLINE % PURCHASED ONLINE Hotels Flights Ground Travel FURNITURE IS MORE DIGITAL THAN YOU THINK Personal loans
  8. 8. Confidential & ProprietarySource: Consumer Barometer 2016 %CHANNELUTILIZATION EUROPEAN FURNITURE SHOPPERS UTILIZE SEARCH – ALSO LOCALLY
  9. 9. Confidential & Proprietary Source: Consumer Barometer 2016 PEOPLE INCREASINGLY SEARCHES FOR FURNITURE 17%
  10. 10. Confidential & ProprietarySource: Consumer Barometer 2016 FURNITURE SHOPPERS RESEARCH BOTH OFFLINE AND ONLINE 65% ONLINE 69% OFFLINE
  11. 11. Confidential & Proprietary ONLINE PURCHASE Source: Icelandic Tourist Board 2016 26% OFFLINE PURCHASE SOMETHING HAS CHANGED...
  12. 12. Confidential & Proprietary Source: Icelandic Tourist Board 2016 53% OFFLINE PURCHASE ONLINE PURCHASE ALSO IN THE OFFLINE WORLD
  13. 13. Confidential & Proprietary ONLINE PURCHASE Source: Icelandic Tourist Board 2016 26% 53% OFFLINE PURCHASE THE PATTERN IS EVER MORE COMPLEX
  14. 14. Confidential + Proprietary MEET RACHEL Source: Consumer Barometer 2016
  15. 15. Confidential + Proprietary I am only considering 1- 3 brands.. 52% look for inspiration online 56% compares choices online 34% Look for advice online 40% checked where to buy online Source: Consumer Barometer 2016 THE INTERNET IS AN IMPORTANT PART OF THE DECISION PROCESS
  16. 16. Confidential & Proprietary CONSUMERBAROMETER.COM VISER DATA OM DEN DIGITALE BRUGER
  17. 17. Confidential & Proprietary ...OG HAR EN OMFATTENDE METODE BAG SIG 56 3000 1000 10 COUNTRIES INTERVIEWS PH. INTERVIEWS PRODUCTCATEGORIES
  18. 18. Confidential & Proprietary THANKS!

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