The Multi-Channel Retail Survey conducted by Google showed that Turkey surpasses European standards in important matters. The research also revealed important data for consumers and sellers.
Although e-commerce has become big today, shopping in physical stores continues in accordance with the transformations carried out by companies. With the combination of these two methods and new marketing strategies, omnichannel retail strategy it turns out.
While our shopping habits have undergone a radical change, especially with the pandemic, how has the world of commerce changed in multi-channel shopping? Here is the answer to this question, Google Turkey presented in conjunction with a long-term study by The results also showed how Turkey is in multi-channel shopping compared to Europe.
Why do those who prefer shopping in stores and online in Turkey make this choice?
consisting of Germany, Netherlands, Belgium, Turkey, Norway, Sweden, Denmark and Finland Evaluation of 137 retailers from 8 countries In the Multi-Channel Retail Research conducted, omnichannel customer experience was analyzed with a mobile-first approach and evaluated online, order fulfillment, customer service and in-store experiences, including purchase and returns.
According to the research, 62% of the world’s shoppers prefer multi-channel shopping. 91% of consumers in Turkey do research online before shopping in stores.. Consumers who prefer to shop online state why they shop from this channel as follows:
- 79% read product reviews.
- 78% find the payment method more flexible and easier to choose and buy.
Only those who prefer the store
- 87% find it easier to browse and select products.
- 79% say they can see and touch things before they buy.
Other important results from the research are as follows:
- 68% want to see the availability of the product they are looking for on retailers’ websites.
- 42% find it important to have up-to-date stock information on the website.
- Consumers want to make sure that the Google profiles of the sellers are correct and match the information on the website.
Turkey exceeded European standards:
The research, the first of which was carried out in 2019, showed that Turkey increased its scores by growing compared to 2019. Accordingly, especially in post-order communication, promotion of online channels in the store, and free delivery and returns. Turkey managed to rise above European standards.
- 36% of retailers in Turkey got full points and 43% half points for their online services.
- 86% of retailers offer some form of free delivery, 71% offer free and easy returns.
What do consumers want?
The research also focused on what consumers in Turkey want. Accordingly, consumers pick-up service, phone supportmulti-channel based gift certificates and before the purchase experience, it wants information such as product, stock, delivery, return to be shared with the consumer proactively while it is at the discovery and decision stage.