Sitecore survey: What Greek consumers want from name brands

7 out of 10 consumers want empathy and understanding to have brands, while 6 out of 10 want to connect with a brand on a personal level. This shows that it is time for Greek brands to abandon old practices and adopt a different true emotional approach to ensure customer satisfaction, according to a new Sitecore survey entitled “Sitecore Brand Authenticity Report” 2022, which was conducted with the participation of 1070 consumers from Greece.

Greek brands lack “fans”

According to the research findings, Brand Loyalty is not a stable goal in Greece. Only 18% of consumers appear to describe themselves as a “fan” of their favorite brand, while only 10% state that they are “a member of a community”.

On the other hand, only 4% state that they are an influencer or supporter of their favorite brand, with the sectors of consumer goods, consumer technology and health and wellness creating the biggest brand loyalty.

Brand Representation is essential for positive buying behavior

In fact, almost all respondents (93%) argued that brands should make a conscious effort to ensure that their customers feel represented in their marketing and communication.

Greeks want to see themselves adequately represented in the brands from which they shop. In fact, 59% want brands to connect with them on a personal level, while 1 in 3 say they chose to shop for brands that display values ​​that align with their own.

Greeks are looking for transparency

Regarding the evaluation of brand sectors in terms of transparency and authenticity, most companies in Greece received a moderate evaluation. Although consumer technology, consumer goods, health and wellness companies receive the highest scores, only 1 in 5 say these sectors are “extremely transparent and authentic”.

Banks and financial institutions, as well as service companies, are considered the least transparent and authentic. Another striking finding was that 74% of respondents agreed that brands should be transparent about political parties and the social issues they support financially.

Support for minority businesses is also important for Greeks, with 4 in 10 wanting more products and services available from such companies. Younger consumers are more likely to shop than a brand with a strong ethical attitude, although price is still a key criterion for the majority of consumers.

“The post-pandemic era has brought to the surface new dynamics and data for Greek consumers and the findings of Sitecore’s research prove exactly that the new era of real values ​​demanded not only by Greek consumers but also globally is here,” commented Giannis Fisherman VP of Engineering of Sitecore. “This new environment is a challenge but also an opportunity for brands. People are looking for a reflection of themselves in the brands they buy and with prices rising, the emphasis on quality and reliability will help attract more buyers. “Brands need to take advantage of this situation to redefine their relationship with consumers, focusing on trust and creating experiences that address them individually and humanely.”

What should companies that raise prices do?

Offering a loyalty program or discount for multiple purchases can offset the appreciation more than any other activity. In addition, older customers also appreciate clear communication, if possible, before price increases, with 97% of respondents noting that it is important for brands to explain and be transparent about the price increases they make. However, they are less loyal to products, with many saying that raising prices would lead them to more generic brands. Conversely, younger consumers are more likely to accept price increases from brands that support fair staff pay or for products that are more environmentally friendly.

Online shopping using mobile phone

Four out of 10 Greek consumers say they have turned to digital technology (40%), especially those under the age of 44 or working, rather than opting for personal shopping experience (34%).

Half felt that they have established a deeper connection with some companies this year, through their online experience. Also, more than half of Greek consumers have shopped from a mobile device and 61% rank the convenience of mobile shopping as the most important way in which a brand can improve the shopping experience. Finally, payments from third parties are also becoming more common.