I recently spoke to a representative of a shoe manufacturer about how using social media and direct contact with consumers provides a lot of insight. If you ask people what is important to them when shopping in a shoe store, you sometimes get completely different answers than you thought for decades, when this direct connection did not yet exist across the board. By far the most common answer was that it annoys people when it is too warm in the shoe store.
The temperature in the store is rarely an issue in exchanges within the industry. It is all the more important to get this feedback from the people who will ultimately buy the shoes. It becomes even easier to interpret if the survey is based on a scientific basis. Therefore, schuhkurier commissioned a representative consumer survey. Together with the market research institute Market media24, the resulting study “Consumer Report 2024 – This is how Germans buy their shoes” has now been published.
A total of around 5,000 people living in Germany were asked about their shoe consumption. What kind of shoes do they buy? Which channels do they prefer to do this through? And what is particularly important to you when buying? Differences between young and old, city and country, north and south or high and low income are also highlighted. Admittedly, we didn’t ask what temperature we wanted. But many other interesting findings emerged. We present some of them in this issue.
The study is intended to help all industry participants make the right strategic decisions, taking their target group into account. If you want to reach your customers, you first have to know what they actually want. This applies to the manufacturer who wants to know where he stands; but also for the retailer who wants to know what products and services customers actually expect from their shoe store.
