Global Leader in Product Experience Management and Product Insights Releases 2022 Global B2C Survey Report Highlighting Consumer Product Experience Satisfaction. Report includes consumer insights from eight countries, and reveals how the consistency and quality of product information influences product purchasing decisions.
Last year, Akeneo's first global B2C survey report has quickly become the leading reference report for retailers responsible for omnichannel decisions. Akeneo recently published its “2022 B2C Survey : Satisfaction with product experience around the world », which reveals how the quality and consistency of product information plays an important role in the consumer purchasing process. For this study, Akeneo sought to understand how consumers make purchasing decisions and what product information they use to make their choices.. The study was conducted from January 28 to February 8, 2022 among 1,800 consumers aged 18 and over, originating from the following countries : Australia, Canada, China, France, Germany, Italy, United Kingdom and United States. The resulting report aims to help brands understand what consumers want when evaluating products, thus highlighting the importance of prioritizing enriched product experiences. It highlights the strongest purchasing trends among consumers internationally, including how online search engines remain the primary way for users to purchase products. So, consumers around the world continue to search for information online before purchasing physically in store, to prioritize brand values when finalizing the purchase, and enjoy an improved shopping experience.
The main conclusions of the investigation
Just like in 2021, The channels most often used to obtain reviews are search engines (32 %), followed by social networks (25 %), online marketplaces (23 %), online comparison sites (19 %) as well as in-store salespeople (18 %). 87% of consumers researched products online before purchasing in-store, an increase of 6% since 2021. 74% of respondents agree that they find additional product information when looking in multiple places, i.e. a drop of 8% since 2021. 64% of consumers would be willing to purchase an alternative item if they lack information about a product. 66% of consumers would stop purchasing a brand due to a poor product information experience. 48% of consumers are willing to pay more if a retailer offers them a more exciting and compelling shopping experience, an increase of 3% since 2021.
A rich, omnichannel product experience
“The way we shop is changing rapidly, and it is essential to understand not only how and where engagement between consumers and products is created, but also what are their expectations of brands” declares Frederic de Gombert, CEO of Akeneo. “The product experience designed for the different online sales channels must first be consistent, and then continue through all the points where consumers will make their purchases and returns, whether purchasing online or in person. This survey ultimately provides distributors with a roadmap on the priorities to give to their omnichannel strategy., offering rich and consistent product experiences being at the top of the list,” he concludes.
