"SAP Consumer Propensity Survey" - Research on Italian consumers

[nusratjahan]

Today, to avoid cart abandonment, the customer experience must be tailored, almost recreating the relationship between the local merchant of the past and his customers, but on any device, at any time, and throughout the entire purchasing journey, from product research to customer service. This is what emerges from the " SAP Consumer Propensity Survey " research promoted by SAP.

The study analyzes the online purchasing behavior of 24,000 consumers from around the world. Specifically, the research examines the factors that influence the purchasing journey across eight different product sectors: fashion, travel, banking, furniture, digital goods, entertainment experiences, and food.

For this study, 1,000 Italian consumers were also interviewed and given a questionnaire to understand their online shopping preferences and their motivations for completing a buy bulk sms service purchase. The emerging scenario shows how, particularly for Italian consumers, when shopping online, it's important to rely on the same benefits offered by a physical store, but accessible anytime, anywhere from their devices: being able to immediately obtain the desired product, try it on, and exchange it if it doesn't fit, all within a context characterized by personalized interactions. Among the elements deemed essential by respondents to improve the online shopping experience, the ability to easily exchange goods and return items (53%) came first, followed by the demand for comparison tools—software that allows users to compare the features and prices of selected products (43%), as well as the presence of a local physical store (38%), and finally the use of a chatbot available 24/7 (28%).