Smart Shopper Survey 2024

5 Key Trends to Adapt Your Digital Strategy

Smart Shopper 2024

Smart Shopper 2024: 5 Key Trends to Adapt Your Digital Strategy

Consumer behavior is evolving rapidly, and businesses must adapt to stay competitive. The Smart Shopper 2024 study by Google provides a clear picture of the latest shopping trends in Belgium.

At Universem, we have identified five major trends and share our recommendations to help you fine-tune your digital strategy and maximize your impact.

 

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Trend 1: The Belgian Market is Evolving
Trend 1: The Belgian Market is Evolving
Trend 2: Age Strongly Influences Shopping Habits
Trend 2: Age Strongly Influences Shopping Habits
Trend 3: Loyalty Programs Remain a Key Driver
Trend 3: Loyalty Programs Remain a Key Driver
Trend 4: Younger Consumers Favor Brands Over Retailers
Trend 4: Younger Consumers Favor Brands Over Retailers
Trend 5: Mobile is Now the #1 Shopping Channel
Trend 5: Mobile is Now the #1 Shopping Channel
The Belgian Market is Evolving
Trend 1

Shopping habits continue to shift, confirming key trends that impact both retail and e-commerce.

💡 Our Recommendation:

  • Closely monitor changing consumer behaviors through studies and data analytics.
  • Test and optimize your digital mix (SEO, SEA, Social Ads, CRM…) to capture new market opportunities.
  • Adopt an omnichannel approach to seamlessly blend online and offline experiences.
Age Strongly Influences Shopping Habits
Trend 2

The generational gap is striking—66% of 25-34-year-olds shop online, compared to just 36% of those aged 55+.

💡 Our Recommendation:

  • Adapt your strategy based on your target audience: younger consumers prefer immersive digital experiences (social media, mobile, influencers), while older audiences need a more reassuring approach (simplified UX, optimized customer support).
  • Segment your ad campaigns and content based on shopping behaviors for each generation.
  • Consider reassurance campaigns (customer reviews, live chat, buying guides) for consumers who are less comfortable with digital shopping.
Loyalty Programs Remain a Key Driver
Trend 3

Consumers place great importance on loyalty programs when making purchase decisions.

💡 Our Recommendation:

  • Implement engaging and personalized loyalty programs (discounts, cashback, exclusive perks).
  • Use data to send targeted offers and increase customer retention.
  • Integrate your loyalty program into your advertising and email marketing campaigns to maximize engagement.
Younger Consumers Favor Brands Over Retailers
Trend 4

The younger the consumer, the more they prioritize brands over specific retailers.

💡 Our Recommendation:

  • Strengthen your branding and storytelling to build a strong emotional connection with your audience.
  • Develop engaging social media campaigns (user-generated content, influencer collaborations, clearly defined brand values).
  • Leverage content marketing (blogs, videos, podcasts) to reinforce your positioning and stand out.
Mobile is Now the #1 Shopping Channel
Trend 5

46% of purchases are made via smartphone, far ahead of PC (34%) and tablet (9%).

💡 Our Recommendation:

  • Optimize your mobile site: fast loading times, smooth UX, intuitive navigation, and clear product pages.
  • Think m-commerce: simplify checkout, offer quick payment options (Apple Pay, Google Pay).
  • Run Google Ads and Social Ads tailored for mobile to maximize conversions.

Key Takeaways

The Smart Shopper 2024 trends highlight the growing importance of digital and the need for constant adaptation. As a 360° marketing agency, Universem helps businesses optimize their digital presence to seize these opportunities and maximize their performance.