1 November 2017
At the forefront of peripheral Denmark
For most Danes, peripheral Denmark is synonymous with dried fish, tractor pulling and a life in the past, however, time has come to give up the prejudices. Peripheral Denmark or rather forefront Denmark is actually hiding a very deep-pocketed target group – also online.
The modern forefront Dane
More and more Danes choose to settle down outside the big cities and in particular families with young children are a growing group. According to the Danish trend conference “På forkant med udkanten” (At the forefront of peripheral Denmark), there are 1.4 million forefront Danes at the moment in approx. 690,000 households who have chosen to live a life outside the city in peace and quit and the clear sky.
With this choice also comes an increased disposable income since the expenses in connection with settling down outside the cities are considerably lower, and the amount is often spent on consumer goods purchased in various webshops. This means that here is a huge potential turnover for the companies that understand how to reach the growing target group.
The technology scare is a ghost
One of the most widespread prejudices is that forefront Danes are scared of technology – this is certainly not the case. Actually, forefront Danes spend more money on electronics than the city dwellers and many of the forefront homes contain the latest loudspeaker systems, flat screens, tablets, etc.
When it comes to shopping on the Internet, the study also shows that the modern forefront Dane is frequently using e-commerce and is actually spending more money than the average Dane on each order they place. In addition, they click more often on advertisements on the social media than the average Dane. No, the forefront Danes are certainly not scared of technology.
Facts about forefront Danes and e-commerce
On average, forefront Danes between 18 and 35 years click on 24 advertisements a month on Facebook, whereas the average Dane between 18 and 35 years clicks on 16 advertisements a month on average.
On average, forefront Danes spend DKK 233 more on each online order compared to the average Dane.
Forefront Danes spend more money on tools, electronics, clothing and shoes for children than the city dwellers.
Combine inspiration and e-commerce – a total experience
Well, the forefront Danes – like any other Danes – are increasingly using e-commerce in the shopping phase and actually they are using the Internet even more through the entire customer journey. Whereas the city dwellers have every opportunity to find inspiration in the latest trends and tendencies in the urban life and the street life, it is a different story among the Danes who have chosen to settle down outside the cities. Even though many families have chosen to live outside the cities, they have certainly not sacrificed style and fashion. They wish to live just as fashionable as their friends in the cities.
To them it is therefore crucial that they can find inspiration on the Internet and they are increasingly also using Instagram and online blogs to find inspiration for interior design, clothing and shoes. It is precisely in this phase that you e-sellers can win many forefront Danes by offering them the requested inspiration on your website directly in connection with the products. When the consumers use your website to search for inspiration, you are not just top-of-mind for the consumers in their product search – you are also just one click away from an actual order.
Stories by Matas
Matas is one of the companies that has facilitated the phase of inspiration for the forefront Danes with its inspiration site Stories. Stories are shoppable articles where the consumers can read about the editor’s favourites within various product categories, get information about the latest make-up trends and learn how to make the best face masks.
In addition to offering inspiration, Matas also provides the consumers with the opportunity to choose exactly the products that have to be used to get the style or follow the trend which they have read about on the site by being able to place related products directly in the cart. In this way, the consumers can start their phase of inspiration on Matas’ website and continue directly to the shopping phase with all the relevant products in Matas’ webshop.
Eliminate your customers’ hassle and shorten the shopping process
When creating inspiring content, it is a question of shortening the shopping process for the customer and eliminating steps to facilitate the decision and make the experience easier. When the users have read the relevant content, they must immediately have the opportunity to add the product directly to the cart and finish the purchase.
The experience has to be as smooth as possible and the customer has to feel that the inspiration was the knowledge needed to make the right decision.
Are you interested in hearing more about how you can be at the forefront of peripheral Denmark and hit the growing target group of forefront Danes? We would like to invite you for a cup of coffee or we can visit you for a non-binding talk.
Please contact CEO, Lars Hedal, at +45 40 25 50 83 or write to hedal@hesehus.dk
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