Wortenecommerce specialist in large household appliances, has celebrated the 1st Edition of the Online Large Appliance Observatory in Madrid, together with the Qbo Research and Strategy Institute. during the meeting Goncalo CarvalhoHead of eCommerce of Worten Spain, and Hector Jimenez Zaeraexecutive director of Qbo Investigation and Strategy, have presented the results obtained after the investigation carried out.
The study offers interesting data on the evolution that the ecommerce sector is experiencing in relation to the purchase of household appliances, such as the most decisive criteria when purchasing them.. Only the characteristics of the product are factors of choice for 65.2%. He price it continues to be a fundamental variable for the purchase (22.7%), although it does not determine the choice of the retailer.
He The purchase process usually lasts between 5 and 10 days
All the service components (delivery, after-sales and payment facilities) are perceived as having high added value and they are key points when choosing an online store. 9 out of 10 consumers consider the delivery time as an important aspect and 65% affirm that it is crucial to be able to return the product. On the other hand, it is observed that a Four. Five% of those surveyed consider essential or very Product demonstration videos on Youtube or TikTok are important.
In relation to the purchase process, this It usually lasts between 5 and 10 days depending on the reasons for this, such as replacing the non-repairable household appliance or the appearance of new needs in the home, respectively. In addition, the study confirms how crucial it is for the website to provide detailed and reliable information on the products it sells, since 9 out of 10 consumers could buy on the page where they are informed and more than half of these consider that this information is very relevant.
In addition, the study states that the main reason for buying a large appliance is to replace the old one with a new one due to a break that is not repairable (41%), although it is also usually due to home renovations or a change in needs. of this one. As an important point, a change can be seen in the purchasing behavior of consumers, since the brand passes into the background (9.2%) and is the demand for information on the characteristics of the product which determines that the customer decides on one product and not another.
Now that our business in the peninsula is 100% focused on the online channel, we seek to offer optimal services to our customers, significantly improving their shopping experience. The sale of large household appliances online is a differential act that requires a professional and complex process that very few ecommerce companies know in depth. In this regard, Worten.es is one of the few companies in Europe specialized in this category, capable of offering the security that a customer requires when making this type of purchase.
Gonçalo Carvalho, Head of eCommerce of Worten Spain.
A growth strategy based on ecommerce and Retail Media
The specialization strategy carried out by the company allows it to be aligned with the determining factors of purchase for consumers, which has allowed an increase in last year the market share was 15% in the category of large household appliances, highlighting the growth in washing with an increase of more than 30%.
Worten is the first e-commerce in its category to have implemented a complete Retail Media strategy, offering brands transparency in their marketing investments. The main characteristic of Retail Media is that it is capable of directing sales towards those brands that invest at the right time and with the product that the user expects based on their browsing.