60% of Romanians using the Internet

45% using it on their mobile

MOI | Retail

GfK FUTURE BUY 2017 Understanding the evolving shopper

In some categories, online commerce is still a small part of the sales. However, online services and mobile apps became big parts of the shopping process. With 60% of Romanians using the Internet and 45% using it on their mobile, there is an increasing number of touchpoints and moments when online information and services influence purchase decisions. Online and offline are not separate worlds anymore GfK FutureBuy 2017 aims to guide your digitalstrategy by helping you combine communication and distribution touchpoints in the most effective way for your category and brand. For that, we look at how the digital changed people’s attitudes and behaviorsrelated to shopping, retailers and producers.

Online survey

1000 respondentsmedium & heavy internet users, aged 18+

Two ways to access the information

Standard deliverables: Access to the data, reported in a GfK dashboard (up to 5 users per client)

Executive summary for your category of interest

Half-day workshop with your team Customized deliverables:

Customized workshop

Customized reports based on your business objec-tive, integrated with other data sources: qualitative or quantitative research, social media listening, your internal customer or sales data

K ey questions: • To what extent is your category researched and/ or bought online? What activities take place in each me-dium, from information to purchase and payment? And which devices are used?

• To what extent do online and offline sources overlap? How much do shoppers research products online while being in a physical store?

• What needs does each medium fulfil and how should you best combine them?

18 Categories: FMCG

• Beauty and personal care • Packaged food/ beverages • Household washing and cleaning • OTC healthcare • Baby care • Shaving • Pet food and accessories Consumer durables

• Mobile phones • Small home appliances • Major home appliances • TV and video • Audio devices • Wearables• Computing Other

• Financial services• Toys• Apparel• Car and truck tires

MOI | Retail

© GfK 2017

For more information contact: Anca Zamfirescu – anca.zamfirescu@gfk.com

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