Publicis Groupe Central & Eastern Europe (CEE) has joined forces with GWI, the global consumer research platform, to unveil a rare insight into Central & Eastern European consumers’ behavior in the retail trends report “You Are What You Buy“. This comprehensive study draws from GWI’s world-renowned survey on online consumer behavior, featuring data from internet users aged 16-64 in Bulgaria, Czech Republic, Hungary, Poland, and Romania. The global edition of the same report covers a total of 52 markets, 950,000+ interviews per year and represents 2.7 billion internet users.
The study revealed that 59% of Romanian respondents prefer to shop in physical stores (vs. 50% in the Czech Republic) and that free delivery is a benefit that would convince 63% of Romanian respondents to make a purchase online. Next day delivery is also an important benefit for Romanians (37%) and Poles (28%).
At the same time, Romanians and Poles are more pragmatic than consumers in Bulgaria, Czech Republic and Hungary: 57% of Romanian respondents choose to use the internet to discover product/brand information.
Key Findings:
- Purchase Journeys are Inspo-Driven: Consumers in the CEE region are less likely to actively seek information about brands or products online; instead, they are more inclined to use online discovery channels for inspiration. Social platforms play a pivotal role in accelerating these online activities, particularly among younger consumers who gravitate towards inspiration-driven purchasing decisions.
- IRL Over URL: Contrary to the global trend favoring online shopping, the CEE region displays a preference for in-person retail experiences. However, younger generations within the region exhibit a higher inclination towards e-commerce, with Poland standing out as the only country where online shopping preferences dominate.
- Personal Items are Hot Impulse Buys: The CEE region emerges as particularly impulsive, with a higher percentage of consumers making unplanned purchases in key verticals. Strategic brand-building on key discovery platforms is highlighted as crucial, ensuring that brands remain top of mind for consumers when making spontaneous buying decisions.
Speaking about Publicis Groupe CEE’s unique partnership with GWI in CEE, Maria Tudor, Chief Operating Officer said: ”We are investing in expanding GWI footprint in the region as the one reliable source for deep consumer understanding across multiple countries (Romania, Czech Republic, Hungary, Bulgaria and most recently, Croatia). The combination of GWI’s global research expertise and our in-depth market expertise allow us to jointly bring an enhanced visibility to the region’s consumer behavior. Alongside this partnership, we also have an exclusive Publicis Groupe panel to inform our clients media investment allocation across various touchpoints to ultimately drive their business growth and ROI.”
“The ‘You are what you Buy’ report provides invaluable insights into the unique retail landscape of Central & Eastern Europe and sheds light on the buying behaviors of consumers in CEE. As an industry leader, we appreciate the power of collaboration and shared knowledge. We believe in raising the bar for the entire industry, and that’s why we’re making this report accessible to all. Together, we can leverage these insights to drive innovation and better serve our consumers. We have also been looking into the area of commerce and will continue with similar deep dives in other industries and categories, watch this space,” Tudor added.
“GWI’s extensive research has once again proven instrumental in unraveling the intricate threads of consumer behavior,” added Jason Mander, Chief Research Officer at GWI. “These findings offer a roadmap for brands seeking to establish meaningful connections with consumers in the CEE region.”
The full “You Are What You Buy” Retail Trends 2023 report (global) is available here