Listening to consumers is more important than marketing to them. And with a looming pan-European recession, this has never been more crucial. That’s why we surveyed over 7,000 consumers in Europe on everything from what channels they like to purchase from, why they’ve left a favoured brand and how their spending habits will change due to the rising cost of living.
Email is still performing
Email is outperforming banner ads by 100%. As brands own their database, it is not only one of the highest converting channels, but is also comfortably the most cost-effective.
48% of consumers in Europe have made a purchase directly from an email they received in the last year.
Brand loyalty is on the rise
Almost two-thirds of consumers (64%) cite the loyalty program of their favourite brand as either important or critically important to winning their lasting loyalty.
58% of consumers are prepared to pay more to purchase from their preferred brands.
Fewer impulsive purchases, more loyalty benefits
As a result, 60% of consumers are less likely to make impulsive purchases and 43% will rely on loyalty benefits more than in previous years.
64% of consumers in Europe are "very pessimistic" about the rising cost of living.