What makes the digital consumer tick

How willing are consumers to share their personal data? And how do consumers rate the actual added value? The consulting firm Cintellic and its partner Defacto Research addressed these questions in an online survey.

In the study, 1100 customers in Germany were asked what they thought of the core topics of online advertising, mobile advertising and omnichannel.

CRM targeting beats RE targeting

Who hasn't experienced it? You browse through your favorite online retailer, click on products or services, and five minutes later you're shown advertising, for example in the form of banners or pop-ups, for precisely these items on other sites. RE-targeting is the buzzword.

But how do users feel about this form of advertising? The study shows that consumers are generally rather critical of RE targeting. Only 16 percent rate RE targeting as positive. Another way of personalizing advertising online is CRM targeting.

In contrast to RE targeting, it is not only the consumer's click behavior that is taken into account here. CRM targeting is also based on data from existing customers, e.g., purchases made in brick-and-mortar stores and recorded via a customer card, for example.

The underlying customer knowledge is thus significantly more extensive, making it possible to tailor the offers even better to the preferences, interests and needs of the customer. The study proved that this approach is worthwhile. CRM targeting was rated positively by 25 percent of respondents.

Acceptance and perceived added value are thus around 50 percent higher than with classic RE targeting. In addition to data-driven marketing, the differentiation and multiplication of distribution and communication channels has also gained massively in importance.

Today's customers switch between channels and devices at will. In some cases, they obtain information online or directly via apps before making a purchase and finally buy in a brick-and-mortar store. In some cases, however, the information process also takes place offline, while the product is then finally purchased from an online retailer.

But how high is the acceptance of the omnichannel approach among consumers? The study confirmed that digital channels frequently serve as a source of information. 74 percent of respondents find out about products online before buying them in stores.

If we turn the perspective around and ask how many of those surveyed have obtained information about a product offline and then purchased it online, the figure is only 30 percent. This stronger networking and the sometimes fluid transition between the channels have increased massively in recent years.

Companies have responded to changing customer requirements and developed corresponding omnichannel concepts. For example, some companies offer the option of returning or exchanging products purchased online in the store. 54 percent of respondents now use this service.

It is also possible to check the availability of products online for certain stores. This allows customers to go to a specific store and try on and buy the product there directly. 46 percent of respondents use this option.

The situation in the Click & Collect segment is much more subdued. Click & Collect means buying goods online and then picking them up offline in the store. Only 34 percent of the study participants stated that they use this model.

However, it should be borne in mind that click & collect services are not yet widespread. It can be assumed that usage will increase as this service is expanded.

The dovetailing of offline and online channels has now reached companies and the first concepts have been implemented. And rightly so, as evidenced by customer usage.