Getting to know the right audience for your brand
requires careful analysis. Before planning a strategy that best adapts to the
needs and wants of your customers, it is highly important to be able to profile
who your customers are, what they want from your brand or product, what their
expectations are, their habits, and buying behavior.
An analysis by Global Web Index was conducted in three countries: Belgium, France, and Sweden, with the respondents composed of people working in the hospitality sector. Since the strategy was focused on the B2B market, the respondents were made of company owners, team managers, general managers, buyer of products and services, and salespersons. The analysis showed key factors determining the buying behavior of customers in the aforementioned countries. It studied how different digital channels were being used by customers, where customers spend their time online when interacting with brands, the customer’s attitudes towards brands, and social media channel preferences. Here are a few highlights of the analysis.
For digital channels, search engines play a big role
in the customer buying behavior. 73% of respondents from Belgium, 32% of
respondents from France, and 40% of respondents from Sweden used search engines
to buy products or inquire about services from a company. Email follows, then
display ads, and brands’ social media pages on different social media sites.
Attitudes towards brands differ per country, however,
loyalty is the main driver for customers to make a purchase. The ability to
personalize is also vital in creating a sale, offering discounts and deals, and
practicing innovation also matters. 86% respondents from France always try to
find the best deals for products that they want to buy, while 84% of Swedish
customers favor innovation, and buy new products in order to try them.
Social media channels affect the buying behavior among
the customers in the three countries. When asked which social media channel do
they spend time the most, respondents from France and Sweden picked YouTube,
Facebook, and Facebook Messenger. Respondents from Belgium answered Youtube,
Facebook, and Instagram.
Need the right strategy to boost your sales in the hospitality sector in Belgium, France, and Sweden? You’ve come to the right place. Contact us today to learn more about solutions and services!