customer experience, a new asset for brands

Customer experience is becoming a key asset for brands! This is what emerges in particular from the latest study released by Shopify. So, if bargain hunting remains anchored in the habits of the French, it is no longer enough to guarantee their loyalty. This observation is all the more striking as Black Friday and Cyber ​​Monday approach, key promotional events. If 49% of consumers say they are sensitive to reductions (a rate down 13 points compared to 2023), 23% now favor free shipping and 28% seek attractive loyalty programs. Despite the persistent appeal of these events, which concentrate the purchases of 54% of consumers, and an average budget stable at €181 (despite inflation and a drop in spending for 65% of French people), the quality of customer service is also a major loyalty factorfavored by nearly one in five consumers (17%).

A hybrid purchasing journey, thoughtful and marked by the omnipresence of digital

The study also reveals a hybrid approach to shopping among the French: 63% of consumers make their small purchases online, but favor going to the store for larger purchases. Searching for information online is also a reflex for 57% of consumerswho use the web to compare products and prices before finalizing their purchase in store. This trend is also confirmed in the world of social selling, where Instagram and TikTok are establishing themselves as the platforms of choice for 18-24 year olds, with 50% and 49% respectively of them declaring that they make purchases there. On the other hand, Facebook is losing ground with this target (-7 points compared to 2023).

Concerning purchasing planning, 41% of French people plan the majority of their purchases in advancewhile 43% alternate between planned and impulsive purchases. Only 16% say they are completely spontaneous in their end-of-year purchases. Preparing for the holidays also extends over several months: if 57% of French people start their purchases between September and November, 20% even anticipate between January and July. The December rush nevertheless remains a reality, with 55% of consumers finalizing their purchases at that time. As for the budget, it remains a challenge for many: 59% of consumers set a budget in advance… and 28% admit to not respecting it.

Towards more responsible and personalized shopping

The 2024 end-of-year celebrations will be placed under the sign of “better consumption”. Fashion remains at the top of the list of desires (33%), but consumers are more selective in their purchases, favoring practical and durable products. Children’s toys (25%), electronics (24%) and beauty and health products are among the top categories, while useful and experiential gifts (35% and 33% respectively) are popular, all such as consumable products (28%).

Artificial intelligence is valuable in responding to this quest for meaning and personalization. 31% of French consumers perceive AI as a way to improve their shopping experience, 30% hope to save money through personalized recommendations and 33% want a better in-store experience, particularly through navigation and navigation solutions. decision support.

Profile of French buyers during the holidays

The top 3 typical buyer profiles during the end-of-year holidays:

Rethinking the customer experience to stand out

Faced with these new expectations, brands must rethink their strategy for the end-of-year holidays. The focus should be on creating unique and personalized customer experiences, leveraging new technologies like AI and integrating sustainability values. Customer loyalty now requires a global approach, which is no longer limited to simple promotions, but encompasses the entire purchasing journey, from product discovery to the after-sales relationship.

“Customer experience becomes the engine of growth for brands. Our study shows that French consumers are ready to grant their loyalty to companies that can offer them a fluid, personalized and attentive purchasing journey, from product discovery to after-sales service. Brands that are able to meet these new requirements will have a clear competitive advantage. Artificial intelligence and digital platforms are real opportunities to achieve this,” says Émilie Benoit-Vernay, Director of EMEA Partnerships at Shopify.