Retail Report 2019

Retailers are facing rapid change. Shopping tours and spontaneous purchases are declining, but online purchases are continuing to increase. Advised in the shop, bought cheaply on the internet - so-called consulting theft flourishes. The Retail Report 2019 for Germany of the Gesellschaft für integrierte Kommunikationsforschung (GIK) describes current retail trends and shows how retailers can effectively meet the challenges of digitalization with targeted communication measures.

The online business is still on the upswing. Retailers today must increasingly (re-)act in order to lure consumers back into the shops. Fashion and shoes, in particular, are now taken for granted over the digital counter. Amazon and Ebay are established players in Germany, but Ikea, Aldi and Lidl have also established themselves as powerful players in online retailing. How can other retailers hold their own here? An important success factor is a tailor-made media mix with a focus on print advertising, with the help of which brands can be sustainably and strongly established on the market or sustainable buying impulses can be set.

Print advertising makes buyers: retail motifs perform particularly well

The good news: Advertising motifs from the retail trade usually score above average in the evaluation and can score particularly well in terms of comprehensibility, credibility and information content - advertising motifs from Edeka and Lidl are particularly well received. At the same time, quality seals for food are enjoying growing popularity among consumers - and sustainability fans of regional food, natural and organic products can be reached particularly well with print media.

Mediamix strengthens advertising effect: print advertising as booster

Compared to other sectors, retail brands invest above average in daily newspapers (25%) and radio (15%), which are intended to ensure rapid sales. Television advertising, on the other hand, is relatively underperformed by retailers. The retail strategy with regard to the media mix is paying off. Retailers achieve better results than the average of all brands. Sympathy and recommendation rates are above average with an increase of 24 percent each. The supported advertising recall of the customers even shows a plus of 76 percent.

Print media in the media mix act as an effective booster for the advertising effect. Daily newspapers are particularly effective for food, consumer electronics and DIY products. The consumer magazines show their superiority in the fashion, computer and home sectors. Overall, a good media mix has a positive effect on the purchasing decision process. The willingness to buy trademarks is 33 percent above the average.

Continuous advertising is particularly important for the food trade

Despite the extremely high brand awareness in the food trade - due to the almost daily shopping frequency - the study results show the relevance of continuous advertising for products of daily use: The advertising recall rises with the advertising exposure. As already shown, this is the engine behind actual purchasing behaviour. It is also reflected in higher sympathy and recommendation values. Here, too, print provides the decisive impulse - even when brand awareness is already high.

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About GIK

The five media houses Axel Springer, Bauer Media Group, Funke Mediengruppe, Gruner + Jahr and Hubert Burda Media have joined forces under the umbrella of the Gesellschaft für integrierte Kommunikationsforschung (GIK). They jointly conduct the cross-media market media studies best for planning (b4p) and best for tracking (b4t) in order to provide customers and market partners with data for their advertising planning and to evaluate the use of advertising media.