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US News Study: This is what Germans want from local retailers

14:10  20 november  2020
14:10  20 november  2020 Source:   t3n.de

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The digital association Bitkom has published a representative study on shopping behavior. In it, the Germans express their worries and wishes. Der Trend zum Onlineshopping hält an – doch mehr Kunden wünschen sich auch regionale Shops. © Shutterstock The trend towards online shopping continues - but more customers also want regional shops.

Under the catchphrase “How the Germans shop”, Bitkom had a representative study made. Almost 80 percent of customers care about their regional dealers. Many customers also want to shop more sustainably and try to adapt their buying behavior accordingly.

Germans want more online offers from local retailers.

71 percent of those surveyed complain that other customers did not adhere to the hygiene and distance rules in local retailers. At 48 percent, almost every second person would like more options for contactless payment. Two thirds of Internet users would like more online offers in their immediate vicinity: from the shoe shop around the corner, the boutique on Parallelstrasse, the organic market on the square.

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Bitkom Managing Director Bernhard Rohleder interprets the figures: “In view of the difficult economic situation, people in Germany want to support their favorite shops with pleasure and in a targeted manner.” He hopes for a change: “The corona-related restrictions must be a wake-up call for every retailer. As a retailer, you stand on two legs - on site and on the internet - even in times of crisis. ”

Online shopping across all generations

Overall, 96 percent of internet users also shop online. The surprise: the rate is almost the same for all age groups. Even among senior citizens (65 plus), 93 percent shop online. Based on the total German population aged 16 and over, the proportion corresponds to 83 percent of all German citizens. That's 57 million people.

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37 percent of the 1,107 respondents said they went on a virtual shopping tour at least once a week. Four percent do this every day. Around one in three agreed to the statement that they have been shopping more online since the corona crisis. 13 percent voted for “significantly more” and 23 percent said they did “a little more” online shopping. 84 percent of those who now buy more online want to maintain this behavior even after the pandemic.

In rural areas, many are forced to shop online.

33 percent cite the lack of risk of infection as a reason for shopping online. 74 percent said it was home delivery, while 73 percent said they were not dependent on opening times. Time savings were suggested by 60 percent, while almost half (45 percent) chose the supposedly lower prices as the reason. Online trading is also increasingly taking over the supply in rural areas. 43 percent of online shoppers in places with fewer than 5,000 inhabitants said there were no or few shops nearby and that is why they went shopping online.

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In 2016 it was 39 percent who made purchases using smartphones, the number has now risen to 54 percent. For those under 30, the proportion is even 74 percent. The smartphone has overtaken the desktop PC (40 percent). The laptop is still the most popular shopping device on the Internet (59 percent), followed by tablets (27 percent) and digital assistants (2 percent) that are far behind.

Retailers should donate instead of throwing away.

Around every eighth purchase is returned. The following applies: the younger the target group, the more often they return products. However, 22 percent of online shoppers still state that they sometimes or regularly order in the knowledge that something is going back from the goods. The study cites clothing in different sizes as an example.

On the other hand, 71 percent consciously bundle their orders in order to reduce delivery routes. 86 percent of online shoppers think that retailers should donate returned goods instead of destroying them. In this context, Bitkom points out that such donations are subject to sales tax and that donations would therefore often be cheaper than throwing things away. In these cases, the association advocates abolishing the tax liability for donations.

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usr: 1
This is interesting!