According to Nielsen study based on the last year’s data, 90% of Ukrainian customers prefer shopping in specialized shops. Regardless of the fact that shopping is mainly relatable to large shopping centres, super- and hypermarkets, small specialized shops have their own advantages. So, as mentioned by UTG analysts, specialized and neighbourhood shops as well as niche formats will be growing in popularity in the nearest future in Ukraine.
According to Nielsen study, the main reason for specialized shops is the fact that modern exacting customers want to find all they need at a single shop, and specific products or brands are determining factors. Dmytro Terokhin, UTG senior analyst, noted that smart concept of small shopping centres and neighbourhood shops will be growing in popularity. He also stressed that brands represented in large shopping and leisure centres will be in demand if having shops in small shopping centres.
The poll conducted by Nielsen revealed several customer trends. First, focus on the specialized range meeting customer needs. According to the study, 51% of Ukrainian customers noted that they choose a specialized shop if they can find a specific product or brand there. Second, 62% of Ukrainian customers noted that customer service in specialized shops is better that in large shopping centres. In light of this, 65% are ready to pay more for better customer experience, and 58% consider design and customer experience at specialized shops to be better than at non-specialized ones. Third, 59% of Ukrainian customers agree that specialized shop retailers have more attractive promotional offers and deals. However, 50% believe that product quality is better in specialized shops.
Source: All Retail
The study says that 80% of all e-mail comes to the Inbox, and the rest is sent to the Spam folder or completely blocked. For 2015 and 2016, this rate of incoming messages was 79%. Filtered messages still do not allow marketers to receive the maximum revenue from a channel such as e-mail.
In the US, only 77% of messages reach subscribers. Although this figure increased from 73% in 2016. In Canada and Australia (the second consecutive year), one of the highest rates was achieved - 90%.
The average rate of incoming messages to the Inbox is 82% in France and Spain and 84% in the UK. Of the studied European countries only in Germany, the indicator fell to 79%.
The study of mail penetration into the mail by industry showed that the best results were obtained in sectors with increased access to customer data, such as banking and finance (94%), distribution and production (92%), tourism (90%).
Analysis of the retail industry showed that it is difficult for marketers working in clothing retailing to use the e-mail channel in relation to consumers. The mail penetration rate in this industry was 85%, compared to 93% in the previous year.
"Email remains the most popular and effective channel available to marketers, so it's more important than ever to understand how it works. If your letters do not fall into the Inbox, you miss the opportunity to build relationships and get the right return on investment from advertising, "said George Bilbray, President of Return Path. -Filtering emails in e-mail continues to evolve. Postal online providers are using increasingly sophisticated algorithms to skip only the content that users really want to see. "