Kantar: Consumers in India taking up “offers” faster online than offline
According to a Kantar research report, 86% of online consumers are willing to take up offers while the offline offer uptake stands at 60%
Kantar has launched ‘Uncovering Consumer Decision Making in Digital Commerce’, a report collating multiple studies done across various categories to help marketers formulate winning strategies for digital commerce.
The research reveals a significant difference in availing offers online and offline by consumers.
86% of online consumers are willing to take up offers while the offline offer uptake stands at 60% which is a wide gap.
Online buyers are more price sensitive and avail more offers compared to offline buyers.
Therefore, it is important for marketers to optimise discount and promotion offers (own and with partners) considering channel dynamics and to understand the psychological thresholds to pricing.
Commenting on the report, Soumya Mohanty, MD & Chief Client Officer, Insights Division, South Asia, Kantar, said, “India's online shopper base is to be the 2nd largest globally by 2030, with nearly 500-600 Mn shoppers, as per Invest India. To capitalize this massive growth and be future-ready, it becomes even more important to listen to what consumers want from your category, brand and those you partner with.”
