To build an effective marketing strategy for the European market, most marketers know that you can’t have a campaign that fits every country in the region. Customs and traditions can affect consumer behavior at the local level, which means that it’s important to create localized campaigns whenever possible.
As the festive season rapidly approaches – starting with Black Friday, even in Europe – Criteo decided to analyse the trends we’ve seen from our research this year. Specifically, we surveyed around 1,000 shoppers from eight different countries about how, why, and where they buy.
We found that there are three distinct shopping behaviors among shoppers:
- Opportunists are willing to try new brands, but are also just as likely to stay with their same traditional buying habits.
- Loyals tend to stick with the products and brands they already know, with some even feeling a personal connection with those businesses.
- Jumpers buy from any store that offers the best price or product selection.
In our research, we developed eight personas, one per country, that we believe reflects the country’s survey findings. These personas can help guide your marketing programs as you get ready to launch them for the festive season.
1. France
Meet Hugo, from France: a 43-year-old law professional living in the 16th arrondissement of Paris. He is married with two young children and enjoys spending time with his family in the green spaces of Paris.
Of those consumers who fit this customer profile, 54% are likely to be Opportunists, and 35% would be considered a Loyal shopper. In regards to their relationships with brands, 53% will stop buying a brand because of a decline in quality/value/price too high. At the same time, 73% will return to a brand because they offer the best value.
Here are the highlights of people like Hugo in France:
- 66% of them are open to consider a new brand
- 58% agree that brand value counts
- 42% of them shop on mobile; 27% don’t use mobile
2. United Kingdom
Emily is 30 and is a marketer in London living in Shoreditch, which is the creative hub of London’s East End. Emily likes to spend time browsing the many interesting markets, bars and restaurants with her boyfriend.
Of those consumers who fit this customer profile, 58% are likely to be Opportunists, 21% would be considered a loyal shopper and 17% would likely be a Jumper, or someone who buys from any store with a better offering.
Here are the highlights of people like Emily in the UK:
- 79% of shoppers are willing to consider a new brand across all categories
- 45% shop via their mobile phone
- 41% agree that their purchasing decision is affected by a company’s mission/values
3. Germany
Lukas is 28 and a skilled craftsman working in the building industry in Germany. He is single and lives in Leipzig. Lukas likes to immerse himself in the culture of the city and visit its museums.
Of those consumers who fit this customer profile, 49% are likely to be Opportunists, 27% would be considered a Jumper and 20% would likely be a loyal shopper.
Here are the highlights of people like Lukas in Germany:
- 63% of shoppers are willing to consider a new brand across all categories
- 42% of them agree that their purchasing decision is affected by a company’s mission/values
- 42% also shop using a mobile phone
4. Italy
Laura is 32 and married, working in public relations in Milan, Italy, and lives in an apartment with her partner. She enjoys fashion and walking her dog.
Of those consumers who fit this customer profile, 68% are likely to be Opportunists, 20% would be considered a loyal shopper and 16% would likely be a Jumper, or someone who buys from any store with a better offering.
Here are the highlights of people like Laura in Italy:
- 80% of shoppers are willing to consider a new brand across all categories
- 74% of them shop using a mobile phone
- 63% of them agree that their purchasing decision is affected by a company’s mission/values
5. Spain
Javier lives in Valencia, Spain, and is married with two children. He is 41 and has a managerial position at the Port of Valencia. He enjoys outdoor pursuits and walking along the coast with his family.
Of those consumers who fit this customer profile, 64% are likely to be Opportunists, 21% would be considered a loyal shopper and 13% would likely be a Jumper, or someone who buys from any store with a better offering.
Here are the highlights of people like Javier in Spain:
- 76% of shoppers are willing to consider a new brand across all categories
- 66% of them agree that their purchasing decision is affected by a company’s mission/values
- 69% of them shop using a mobile phone
6. The Netherlands
Johanna from the Netherlands works part-time in the healthcare sector. She is 35 and has a long-term partner. Johanna lives in Rotterdam, where she enjoys the modern architecture and city vibe.
Of those consumers who fit this customer profile, 51% are likely to be Opportunists, 26% would be considered a Jumper and 19% would likely be a Loyal shopper.
Here are the highlights of people like Johanna in the Netherlands:
- 64% of shoppers are willing to consider a new brand across all categories
- 51% of them shop using a mobile phone
- 29% of them agree that their purchasing decision is affected by a company’s mission/values
7. Poland
Karolina, from Poland, is a graduate working in IT. She is 24 and shares a house with friends in Poznan. She enjoys the vibrant nightlife and going to the cinema.
Of those consumers who fit this customer profile, 63% are likely to be Opportunists, 19% would be considered a Jumper and 16% would likely be a Loyal shopper.
Here are the highlights of people like Karolina in Poland:
- 88% of shoppers are willing to consider a new brand across all categories
- 72% of them agree that their purchasing decision is affected by a company’s mission/values
- 66% of them shop using a mobile phone
8. Sweden
Meet Julia, who is 21 and lives in Sweden. She is single and works for a fintech start-up in Stockholm. She lives in the city center and enjoys spending time in the cafes and bars with friends.
Of those consumers who fit this customer profile, 54% are likely to be Opportunists, 25% would be considered a Jumper and 18% would likely be a Loyal shopper.
Here are the highlights of people like Julia in Sweden:
- 88% of shoppers are willing to consider a new brand across all categories
- 72% of them agree that their purchasing decision is affected by a company’s mission/values
- 66% of them shop using a mobile phone
One Region, Many Faces
Every festive campaign needs to be built with specific shoppers in mind. With our “Why We Buy” research, marketers can get a clear difference about some of the nuanced differences in buying behavior across Europe. This won’t just help with planning, it will also help understand campaign performance and what you may need to optimise this season.
Want more tips on making the most of the festive season? Read our full Festive Season Report.
