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

1. Confidential & Proprietary
Varier
Understanding consumers shopping for Furniture
November 2016
EMIL SANNINO
Agency Strategist

3. 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

4. Confidential + ProprietaryKilde: Consumer Barometer 2016
INTERNET PENETRATION HAS INCREASED SLIGHTLY...

5. Confidential + ProprietaryKilde: Consumer Barometer 2016
...BUT SMARTPHONE PENETRATION HAS INCREASED A LOT

6. Confidential + ProprietaryKilde: Consumer Barometer 2016
ON AVERAGE WE HAVE 3.6 DEVICES IN EUROPE

7. We do not go online. We live online.

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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

9. Confidential & ProprietarySource: Consumer Barometer 2016
%CHANNELUTILIZATION
EUROPEAN FURNITURE SHOPPERS UTILIZE SEARCH – ALSO LOCALLY

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Source: Consumer Barometer 2016
PEOPLE INCREASINGLY SEARCHES FOR FURNITURE
17%

11. Confidential & ProprietarySource: Consumer Barometer 2016
FURNITURE SHOPPERS RESEARCH BOTH OFFLINE AND ONLINE
65%
ONLINE
69%
OFFLINE

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ONLINE
PURCHASE
Source: Icelandic Tourist Board 2016
26%
OFFLINE
PURCHASE
SOMETHING HAS CHANGED...

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Source: Icelandic Tourist Board 2016
53%
OFFLINE
PURCHASE
ONLINE
PURCHASE
ALSO IN THE OFFLINE WORLD

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ONLINE
PURCHASE
Source: Icelandic Tourist Board 2016
26%
53%
OFFLINE
PURCHASE
THE PATTERN IS EVER MORE COMPLEX

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MEET RACHEL
Source: Consumer Barometer 2016

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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

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CONSUMERBAROMETER.COM VISER DATA OM DEN DIGITALE BRUGER

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...OG HAR EN OMFATTENDE METODE BAG SIG
56
3000
1000
10
COUNTRIES
INTERVIEWS
PH. INTERVIEWS
PRODUCTCATEGORIES

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THANKS!