And this requires special research. WHAT DECISIONS DO BRANDS NEED TO MAKE TO DEFINE THEIR MARKETPLACE STRATEGY: Which marketplaces are suitable for our brand? We want to be represented on a general marketplace (like Amazon, Kaspi) or a specialized one (Lamoda, Otto) Will we sell through marketplaces only to wholesalers or only to end customers? How angola email list many marketplaces will we work with? Are we ready to provide logistics for the delivery of goods ordered through marketplaces and for accepting returns? When do we expect to enter marketplaces and what sales volumes through marketplaces do we plan to reach? Do we work only with local marketplaces or do we want to enter markets in other countries through marketplaces?In today's marketplace, where the range of goods and services is so wide that it can satisfy the taste of almost any buyer, it is more important than ever to understand your potential client.
Global events and trends over the past few years have significantly impacted key factors that determine consumer behavior: economic fluctuations and technological innovations. The ongoing financial instability and the huge impact that the pandemic has had on offline businesses are creating new trends in consumer behavior, which we will examine in this article using Kazakhstan and other countries as an example. According to McKinsey, % of CEOs consider consumer behavior research to be the foundation for successful business. () A detailed understanding of this aspect helps: Digitalization of the consumer sector As we all know, the pandemic has had a huge impact on the development and implementation of digital services in the lives of many people.
For example, the range of digital services that European consumers interact with has doubled as a result of forced isolation . Among other things, the prolonged isolation has contributed to the introduction of technology and digital services into the lives of the older generation. According to a study by Euromonitor International, % of respondents aged + have a smartphone, and about % of them use social media at least once a week. The older generation's adoption of technology not only speaks to the expansion of the potential target audience for many businesses, but also to what modifications in the presentation of electronic platforms and applications are advisable to consider in order to attract this audience: simplicity and convenience of interfaces, clear digital/visual solutions.