Whether it is banner advertising, recommendations or reviews, retailers across Europe are working hard to highlight products effectively – according to the newly published RetailDNA The Product Value Chain Europe 2024 Report.
Banner advertising is widely used across Europe’s Top1000 retailer websites. It’s used to flag up certain products or services in 100% of those selling to many of the markets tested, including Czechia, Denmark, Italy, Norway, Poland and the UK.
Alongside banner advertising and promotions, many use recommendations to ensure that shoppers see as many of their products as possible, whether these are similar alternatives to the one they’re already looking at, upselling to more expensive items or complementary items that go with whatever they are considering.
Some 80% of those selling to Europe offer similar product recommendations, as do 87% of those selling to the UK, 79% of those selling to Iceland and 78% of those selling to Germany. 52% of businesses selling to Europe offer complementary product recommendations. More do so when selling to Denmark (64%), Sweden and Germany (both 62%).
Fewer (36%) offer pricier upselling options when selling to Europe. This is more common when selling to Austria (45%) and Czechia (37%).
Furthermore, reviews and ratings are important for shoppers deciding what to buy, while sustainability information can show whether a retailer shares their values.
Review and ratings
When shoppers can find out what other customers think about a product, they can better understand whether it’s right for them. Most shoppers buying from a Top1000 website that sells to Europe can expect to see customer ratings, since 59% share them, as do 62% of those selling to the UK and 55% of those selling to Germany. Slightly more share reviews (65%), as do 64% of those selling to the UK and 53% of those selling to Germany, compared to Malta (20%) and Iceland (22%).
Top1000 retailers have an average of 21k reviews on Trustpilot, while the median Top1000 retailer has 2,050. Retailers selling to smaller markets such as Malta (average 30.3k, median 5,940) tend to have the most reviews – likely because businesses use one Trustpilot identity across multiple European markets. There are fewer reviews on sites selling to Poland (16.5k/803) and Norway (17.8k/1,350).
Sustainability
Just 8% set out sustainability targets on their website when selling to Europe (8%). 4% of retailers selling to Europe have an archive of statistics or information on their sustainability progress.
This is an extract from the RetailDNA The Product Value Chain Europe 2024 Report. This newly published research explores how retailers invest in products before displaying and selling them in a way that adds value and generates profits that can be reinvested.
Our analysis sets out how this happens and enable companies to benchmark themselves against the leaders in their field.
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