What makes us add the product to the cart – research

By: Trademagazin Date: 2025. 07. 01. 12:16

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The latest joint research by PwC and Publicis Groupe Hungary is considered a frontrunner in Hungary, as it was the first to measure the impact of online retail media tools on consumer spending. PwC published the survey that partially underpinned the current research in December, estimating the size of the domestic Retail Media; however, a joint project in the spring measured its effectiveness. They showed that 4.3 million people out of Hungary’s current population of 9 million already shop online: from everyday consumer goods to food and tickets to parking services, we are increasingly spending in the digital space.

The research measuring the effectiveness of Retail Media focused on what advertising tools online shoppers encounter most often during their shopping trips, and what marketing tool encourages them most to add a product to their cart. The survey was conducted for 5 online stores that also offer retail media ads: Auchan, eMAG, Kifli.hu, Media Markt and Tesco online customers were asked. Of the above, eMAG was the most popular in terms of visits, but if we look at the frequency, Kifli.hu is in the lead – in terms of transaction numbers, food online stores generally lead the way.

It also turned out that a quarter of customers find retail media advertising methods useful, and a third of them find product recommendations the most eye-catching. It is also interesting that every second online customer most often encounters retail media ads when searching for products, and it influences their decision for two thirds. Beyond retail media, the most popular online shopping incentive is the offer of free shipping, while only a discount price could encourage people to try a new product. However, while product offers and ads placed in digital flyers are more popular among female customers – especially in the over-60s –, offers in newsletters and product highlights are more interesting for men.

The results differ by demographic target group: younger men (18-29) respond better to banners, pop-up ads are popular among young women, and older people are more receptive to digital flyers. According to Rita Horváth, Chief Media Office of Publicis Groupe Hungary, the survey allowed them to examine the digital purchase path, including the expected conversion associated with retail media exposure.