Insight of the Day: Majority of consumers buy from multi-brand channels, while direct-to-consumer retailers lose important consumer touchpoints

Findings:

• Multi-Brand Preference: 84% of consumers prefer multi-brand channels (both online and offline) for shopping and gathering product information.

• D2C Less Popular: Only 35% of consumers shop through direct-to-consumer (D2C) channels.

• Omnichannel Journeys: Consumers often use multiple channels before making a purchase, highlighting the importance of an omnichannel strategy.

• Regional Differences: German consumers are more likely to shop online than American consumers. Younger consumers are more likely to use multiple channels.

Key Takeaway:

Focusing solely on D2C channels can lead to missed opportunities, as most consumers prefer multi-brand channels and engage in omnichannel shopping journeys.

Trend:

Omnichannel shopping is the norm, with consumers utilizing various online and offline channels for research and purchases.

Consumers Addressed:

The study focused on consumers in Germany, the United States, and Japan, with specific insights on varying preferences across these regions and among different age groups.

Conclusions:

• D2C channels remain important but should be part of a broader omnichannel strategy.

• Companies need to align their distribution strategies with consumer expectations and preferences.

• Understanding the customer journey across multiple channels is crucial for success.

Implications for Brands:

• Omnichannel Approach:  Brands must ensure they have a presence in multiple channels to meet consumers where they are.

• Targeted Strategies:  Develop tailored approaches for each channel based on consumer behavior and expectations.

• Data-Driven Insights: Utilize consumer data to understand preferences and optimize the shopping experience across all touchpoints.

• Regional Adaptation: Consider regional differences in consumer behavior when designing distribution strategies.

Implications for Society:

• The rise of omnichannel shopping reflects a shift in consumer expectations towards convenience, choice, and personalized experiences.

• Retailers must adapt to these expectations to remain relevant and competitive in the ever-evolving retail landscape.

• The focus on data-driven insights could lead to more efficient and personalized shopping experiences for consumers.

Source: https://www.mynewsdesk.com/rolandberger/pressreleases/majority-of-consumers-buy-from-multi-brand-channels-while-direct-to-consumer-retailers-lose-important-consumer-touchpoints-3331947?utm_source=rss&utm_medium=rss&utm_campaign=Alert&utm_content=pressrelease