Shoppers will give more info to get more in return
Brazil’s economy is growing fast and the penchant for retail shopping is strong—both online and off. eMarketer estimates that retail ecommerce sales in the country will reach $13.26 billion this year, accounting for the bulk of digital retail spending in Latin America. And sales will continue to grow by more than double digits annually through 2014.
As retailers enter this fast-growing market, shoppers in Brazil stand out for the premium they place on the quality of the retail experience. Oracle surveyed internet users in select countries around the world in August and found that over half of respondents in Brazil considered this aspect of shopping “very important,” emphasizing it far more than consumers in other countries. By comparison, the country with the next highest percentage saying the same was China, at 28% of internet users.
Internet users in Brazil similarly prize personalization and service when they shop. Just under half of respondents said a personalized shopping experience was very important to them, while an even greater 65% emphasized the importance of service received while shopping, including inventory availability, payment processes and interaction with a retail associate.
Consumers in the country seem happy to help retailers out, though, as businesses strive to meet expectations. Of all countries surveyed, respondents in Brazil showed by far the most willingness to provide personal information to retailers; seven out of 10 internet users said they were totally open to giving out this data, presumably with the expectation that doing so will help make the shopping and buying experience even smoother.
While the study did not distinguish between online and offline shopping, the more shoppers and buyers move online, the more likely they are to bring their service expectations with them. The online path to purchase can be seamless or fraught depending on the level of investment businesses put into their ecommerce sites, both on desktop and mobile.
In Brazil, eMarketer estimates that two out of five internet users in the country will buy online by 2016.
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Check out today’s other articles, “Marketers Push to Take Email Mobile” and “Where Do Cruisers Look and Book?”