Hepsiburada: Consumers Are Turning to Planned Shopping During Discount Periods
Foreks - Hepsiburada conducted a comprehensive research study to uncover consumer expectations and shopping plans ahead of the November campaign period. In the study, which involved 1,000 participants, 90% of consumers stated that they would shop more in November this year compared to the previous year. According to the research, consumers are looking forward to fashion, cosmetics, and technology products during the November discounts.
The results of the study also indicate an increase in the transition from impulsive shopping to planned shopping. Users wish to be informed about campaigns in advance to better organize their planning. Before November, the busiest month for e-commerce, Hepsiburada shared the results of a study that includes customers' approaches to discounts and shopping plans for November. The research, conducted by Verinays Digital Research among 1,000 online shoppers aged 18-55 and supported by focus group studies, reveals consumers' approaches and shopping plans for the November discount periods. The study shows that the shopping frequency of online shoppers is on average once a week. It draws attention to the increasing tendency of consumers to transition from impulsive purchases to planned shopping, as they prepare their shopping plans in advance for expected opportunities throughout November.
“Customers are waiting for discount periods to acquire regularly needed products.”
Evaluating the findings of the study, Hepsiburada's Marketing Group Director Görkem Dereli stated, "Before November, we conducted a field study to better understand our customers' shopping habits and expectations. Our research results show that consumers are eagerly looking forward to November and are inclined to shop in a planned manner. We can see that the motivation to save continues strongly among consumers, and the behavior of purchasing needed products in advance has become established. Customers are waiting for discount periods to buy regularly needed products. While 88% of participants stated that they benefited from last year's November discounts, 90% of those who shopped last year plan to shop more during this year's November discounts compared to the last."
During the November discounts, women are focused on fashion and cosmetics, while men follow mobile phones and accessories.
67% of participants expect high-value products that they normally do not buy to go on sale during the November discounts. 62% of respondents indicated that they purchase these regularly used products in bulk when they are discounted. Consumers plan to shop mostly in the categories of fashion (79%), cosmetics (47%), mobile phones and accessories (40%), and home textiles and decoration (37%) during November discounts. Women tend to prefer fashion and cosmetics categories, while men show a preference for mobile phones and accessories.
Reliability is the most important factor in brand preference for consumers.
When making choices among platforms they find trustworthy, customers consider factors such as short delivery times, easy return processes, frequency of use, and the number of customer reviews. It also appears that payment and installment options are important factors in consumers' shopping preferences. The number of interest-free installments is the most noted factor when making a payment. Interest-free deferral, the maximum number of installments available, and options for deferral and installment are strong influencers in shopping decisions.
Hepsiburada will offer a "best price guarantee" during the Legendary November event.
Throughout November, Hepsiburada aims to provide a unique and economical platform for customers to shop confidently by offering the best price guarantee with the slogan "don't search elsewhere." This opportunity, valid for selected products marked with "Best Price Guarantee," allows customers to have a reliable shopping experience at the most competitive prices. If customers find the same products at a lower price on another platform on the same day, they can receive the price difference back as Hepsipara.