On 15 and 16 November 2023, top decision-makers from the retail industry will come together in Berlin at the Handelskongress Deutschland. Under the motto "New Horizons: Consumption, Resources, Intelligence - Retail provides impetus", current challenges and the future of the industry will be discussed.
Of course, the MEDIA Central will also be there and can be found at Stand 1. We cordially invite you to join us for a chat over delicious coffee specialities at our barista bar. As the market leader for 360-degree offer communication, we look forward to exchanging ideas with you on the latest developments in retail marketing. Our ChannelUP Vol. 4 study, which is being published today to coincide with the Retail Congress, provides the latest insights.
Together with IFH MEDIA ANALYTICS, we take stock in the fourth edition of the study series and look at the most important developments in offer communication in 2023 - from digital offer channels and channel changes to the effects of inflation on consumer behaviour. Here is an overview of the most important results:
In terms of digital offer communication, retailers are increasingly relying on their own channels (owned media) in the form of apps (63 per cent) and websites (67 per cent). WhatsApp increased again as a channel for communicating offers at the end of the year: 39 per cent of respondents currently receive online leaflets on WhatsApp, compared to 35 per cent in April. Cross-retailer digital channels, on the other hand, lost eight percentage points compared to April.
In addition to digital channels, traditional print leaflets remain one of the most relevant advertising media. The ongoing inflationary pressure in particular led to a ten per cent increase in usage intensity.
The outlook for 2024 shows: The expectation is that inflation and the associated price pressure will remain, which will also make adequate offer communication even more relevant. Three quarters of respondents would therefore like to see more offers and more advertising communicating offers.
If you would like to find out more about us and the results of our study, please visit us at our stand at the Handelskongress. Our colleagues Ingo Wienand, Jens Schwendicke, Benedikt Mecking, Benjamin Thym, Gerd Palmer and Selin Castaldo will be waiting for you there. We look forward to exciting discussions and a valuable exchange.
About ChannelUP
"ChannelUP - Consumer Insights on 360° offer communication" is a series of studies by IFH MEDIA ANALYTICS in cooperation with MEDIA Central, which analyses up to 14 different channels of offer communication in various retail sectors once a quarter and determines the ChannelUP Index. The ChannelUP Index indicates how different channels of offer communication increase the loyalty, frequency and receipt levels of retailers. To this end, 1,050 consumers are surveyed in a representative online survey. The survey in the fourth quarter of 2023 took place in October 2023 and focused on food retailers as well as beverage and consumer electronics stores. The special topic of the fourth survey was a retrospective of channel changes in the individual quarterly surveys, as well as an outlook for the coming year 2024.
The entire study can be downloaded here free of charge.