V study of relational marketing
Posted: Wed Dec 11, 2024 7:12 am
On Tuesday, March 28, Mediapost presented, in collaboration with the Marketing Association of Spain, the conclusions of its V Study of Relational Marketing . In this article we analyze the most important points of the talk, such as, for example, that 35% of Spanish consumers are loyal to the products of their favorite brand even though the price of these has increased. The reason is because they continue to prefer the quality of these products over others from different brands.
Download now the V Study of Relational Marketing
Relational marketing: hybrid consumer, a more demanding buyer
It is clear that the hybrid consumer is a buyer who goes beyond buying in physical stores, since his or her behavior is based on the balance between online and traditional purchases.
Their main characteristic is that they are more demanding and remain loyal to their favourite brands, making their purchases during a visit to the shopping centre. They are called hybrid because they like direct contact with the products, but they also appreciate the convenience and agility of making purchases online. In addition, they have no problem trying out new experiences and options, provided that the price is attractive and the product is of good quality. They also do not ignore the offers offered by printed brochures, a direct marketing technique that remains preferred by many.
Loyalty thanks to the good quality-price ratio
As we mentioned at the beginning hong kong gamblers phone number data of the article, 35% of consumers are loyal to their favourite brand's products even though prices have increased. This is because they prioritise quality over other factors such as habit or convenience.
73 % of consumers admit that they prefer a brand and usually buy it with others. However, only 11% are completely loyal to it. Among all consumers, it has been shown that younger consumers (19%) are the most loyal to their favourite brands.
What makes buyers loyal to a brand is the good quality-price ratio (76%) although we must not forget satisfaction, which plays an important role in customer loyalty.
But it may also be the case that buyers decide to change brands. This is because they find products at a better price or see interesting offers and promotions (55%). It is also influenced by the fact that they want to try other brands (37%).
How do you discover new brands?
28 % of consumers discover brands when they go to physical stores and can't find the usual product, so they try another one from other stores. The opinions of family, friends and followers on social networks also have an influence.
What is the most successful thing about online shopping?
It is clear that e-commerce has grown in recent years, transforming consumer behavior and creating the concept of the hybrid consumer. Its main advantages are: convenience, agility, speed and access without restrictions or schedules.
Technology products, fashion and travel are the most popular online shopping items both in Spain and abroad. And to contact the brand, the favourite channels are online chat with 23% and email with 21%.
Loyalty to physical stores
Despite the rise of e-commerce, physical stores account for the majority of purchases, and buyers value finding the product without difficulty and being able to see what it looks like. In other words, customer loyalty is based on the product and on visiting the physical store.
3 out of 10 consumers have stated that they prefer to make all their purchases in one go.
It is worth noting that 40% of buyers are interested in offers and promotions.
Advertising brochure, leader in direct marketing and relational marketing
According to the 5th Relational Marketing Study carried out by Mediapost in collaboration with the Marketing Association of Spain, advertising leaflets delivered in mailboxes continue to be the preferred channel for respondents (48%). In a smaller range we find email (40%), television advertising (32%) and social networks (25%), but they have grown compared to the previous year.
This study also highlighted that young people between 18 and 34 years of age are the ones who are most concerned about social and environmental issues, and therefore have a good opinion of sustainable companies that are committed to the planet.
This study was conducted by CAWI through the Kantar panel with a total of 2,105 interviews nationwide between January and March.
At Mediapost we are specialists in relational marketing and we have innovative, hybrid and omnichannel solutions to get the most out of your commercial and marketing campaigns. Contact us for more information.
Download now the V Study of Relational Marketing
Relational marketing: hybrid consumer, a more demanding buyer
It is clear that the hybrid consumer is a buyer who goes beyond buying in physical stores, since his or her behavior is based on the balance between online and traditional purchases.
Their main characteristic is that they are more demanding and remain loyal to their favourite brands, making their purchases during a visit to the shopping centre. They are called hybrid because they like direct contact with the products, but they also appreciate the convenience and agility of making purchases online. In addition, they have no problem trying out new experiences and options, provided that the price is attractive and the product is of good quality. They also do not ignore the offers offered by printed brochures, a direct marketing technique that remains preferred by many.
Loyalty thanks to the good quality-price ratio
As we mentioned at the beginning hong kong gamblers phone number data of the article, 35% of consumers are loyal to their favourite brand's products even though prices have increased. This is because they prioritise quality over other factors such as habit or convenience.
73 % of consumers admit that they prefer a brand and usually buy it with others. However, only 11% are completely loyal to it. Among all consumers, it has been shown that younger consumers (19%) are the most loyal to their favourite brands.
What makes buyers loyal to a brand is the good quality-price ratio (76%) although we must not forget satisfaction, which plays an important role in customer loyalty.
But it may also be the case that buyers decide to change brands. This is because they find products at a better price or see interesting offers and promotions (55%). It is also influenced by the fact that they want to try other brands (37%).
How do you discover new brands?
28 % of consumers discover brands when they go to physical stores and can't find the usual product, so they try another one from other stores. The opinions of family, friends and followers on social networks also have an influence.
What is the most successful thing about online shopping?
It is clear that e-commerce has grown in recent years, transforming consumer behavior and creating the concept of the hybrid consumer. Its main advantages are: convenience, agility, speed and access without restrictions or schedules.
Technology products, fashion and travel are the most popular online shopping items both in Spain and abroad. And to contact the brand, the favourite channels are online chat with 23% and email with 21%.
Loyalty to physical stores
Despite the rise of e-commerce, physical stores account for the majority of purchases, and buyers value finding the product without difficulty and being able to see what it looks like. In other words, customer loyalty is based on the product and on visiting the physical store.
3 out of 10 consumers have stated that they prefer to make all their purchases in one go.
It is worth noting that 40% of buyers are interested in offers and promotions.
Advertising brochure, leader in direct marketing and relational marketing
According to the 5th Relational Marketing Study carried out by Mediapost in collaboration with the Marketing Association of Spain, advertising leaflets delivered in mailboxes continue to be the preferred channel for respondents (48%). In a smaller range we find email (40%), television advertising (32%) and social networks (25%), but they have grown compared to the previous year.
This study also highlighted that young people between 18 and 34 years of age are the ones who are most concerned about social and environmental issues, and therefore have a good opinion of sustainable companies that are committed to the planet.
This study was conducted by CAWI through the Kantar panel with a total of 2,105 interviews nationwide between January and March.
At Mediapost we are specialists in relational marketing and we have innovative, hybrid and omnichannel solutions to get the most out of your commercial and marketing campaigns. Contact us for more information.