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Press release

Greek consumers purchase in an Omni-channel shopping reality

Athens, 21.11.2017

Our latest report shows strong evidence in combined online and in-store purchase journey for clothing and fashion, toys, small home appliances and computing products.

Omni-channel shopping for key household products, combining in-store and online purchases, is noticeable as a Global and European trend. GfK’s latest FutureBuy® report, conducted through an online survey, reveals that this trend is also relevant among Greek shoppers.

Specifically, Greek shoppers use both in-store and online resources during their journey, for:

  • Clothing: 51% (versus 52% in EU)
  • Small Home Appliances: 41% (same % in EU)
  • Toys: 41% (versus 49% in EU)
  • Computing: 40% (same % in EU)
  • Financial Services: 36% (versus 33% in EU)
  • Smartphones: 34% (versus 35% in EU)
  • TV & Video Devices: 32% (versus 40% in EU)
  • Major Home Appliances: 31% (versus 37% in EU)
  • Beauty and personal care: 30% (versus 29% in EU)
  • Wearables: 28% (versus 38% in EU)
  • Baby Care: 24% (versus 30% in EU)
  • Shaving: 20% (versus 18% in EU)
  • OTC healthcare: 18% (versus 19% in EU)
  • Pet Food and Accessories: 16% (versus 23% in EU)
  • Replacement Tires: 12% (versus 21% in EU)
  • Packaged food and beverages: 10% (versus 14% in EU)
  • Household washing and cleaning products: 10% (versus 13% in EU)

Find out more on Greek consumers' omni-channel shopping experience:

Download the Press Release in English

Download the Press Release in Greek

Questions? To request additional insights from this study and arrange a live demo write to Maria.Siouti(at)gfk.com

About FutureBuy®

GfK’s annual FutureBuy® study is ideal for sales, category, and marketing managers, as well as strategic planners. FutureBuy® insights are available in off-the-shelf country reports, custom reports, and through the GfK Connect portal. In 2017, FutureBuy® covers 35 countries and 18 major product categories, from beauty and personal care products to major appliances to financial services.

 About GfK

GfK is the trusted source of relevant market and consumer information that enables its clients to make smarter decisions. More than 13,000 market research experts combine their passion with GfK’s long-standing data science experience. This allows GfK to deliver vital global insights matched with local market intelligence from more than 100 countries. By using innovative technologies and data sciences, GfK turns big data into smart data, enabling its clients to improve their competitive edge and enrich consumers’ experiences and choices.

Contact us
Maria Siouti