WALLDORF, Germany, Dec.
4, 2018 /PRNewswire/ -- More than half (54 percent) of
American consumers consider themselves to be socially conscious
shoppers, and nearly two-thirds (63 percent) of respondents prefer
to purchase holiday gifts from brands that support specific social
causes. These are the findings of a new survey announced by SAP SE
(NYSE: SAP) today, in which some 1,000 consumers in the United States were asked about their
purchasing habits to understand the correlation between their
purchases and "brand purpose."
The study also revealed that 60 percent of individuals will
avoid buying from brands that support causes they disagree with
during holiday shopping.
"We live in an experience economy in which consumers care not
just about products but also about a company's purpose, value and
global impact," said Alex Atzberger,
president, SAP Customer Experience, SAP. "For retailers this can be
decisive while competing during the holiday season, when shoppers
are spending more than at any other time of the year. Our survey
findings indicate that when a company closely connects its purpose
to the brand, chances are customers will relate to it on a more
personal, human level – which supports customer loyalty and
completes the customer experience."
Additional insights from the survey include:
- Consumers are willing to pay more for values: More than
half of respondents said they would spend more for a holiday
purchase from a brand that strongly supports a cause or represents
specific values.
- Brand values are second only to price when making purchasing
decisions: Brand values matter more than a previous positive or
negative experience with a brand, how user-friendly a Web site is
or if the brand has a physical store nearby.
- Brands must be transparent in business practices: Some
67 percent of consumers said transparency in business practices is
essential for brands to prove authenticity.
- Shoppers want their values to align with brands: The
values most important to shoppers this holiday season are
environmental sustainability, education and diversity and
inclusion.
SAP brings together digital innovation, customer value and
trusted relationships between brands and customers. Integrated
customer data management, machine learning and microservices power
real-time, intelligent customer engagements across sales, customer
service, marketing and commerce. SAP® Customer Experience
solutions help brands build long-term competitive differentiation
and loyalty through positive experiences that last beyond the
purchase.
To learn more, view the infographic.
Visit the SAP News Center. Read more about solutions from SAP
Customer Experience. Follow SAP on Twitter at @sapnews.
About SAP
As the cloud company powered by SAP HANA®,
SAP is the market leader in enterprise application software,
helping companies of all sizes and in all industries run at their
best: 77% of the world's transaction revenue touches an SAP system.
Our machine learning, IoT, and advanced analytics technologies help
turn customers' businesses into intelligent enterprises. SAP gives
people and organizations deep business insight and fosters
collaboration that helps them stay ahead of their competition. We
simplify technology for companies so they can consume our software
the way they want – without disruption. Our end-to-end suite of
applications and services enables more than 413,000 business and
public customers to operate profitably, adapt continuously, and
make a difference. With a global network of customers, partners,
employees, and thought leaders, SAP helps the world run better and
improve people's lives. For more information, visit
www.sap.com.
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