The Turkish economy – despite the recent
political unrest – continues to grow, and shoppers keep on shopping. The
retail sector has maintained its momentum due to increasing per-capita
disposable income and an ever-expanding consumer appetite.
As in the rest of the world, rapidly
changing technology affects the lifestyle and shopping habits of the
Turkish consumer. Despite this, an emotional connection between brand
and consumer has not lost its value.
While the debate continues about the
diminishing importance of physical environments resulting from the boom
in e-commerce, most Turkish consumers still value face-to-face contact
and human interaction during their shopping experience. This cannot be
achieved without a physical environment: a bricks-and-mortar store. As a
result, retail shopping still thrives – and the importance of a high
quality branded retail ‘experience’ is greater than ever.
To gain a better understanding of
shopping and retail trends in Turkey, it is important to understand the
cultural landscape of the country. As a physical bridge between Europe
and Asia, Turkey’s cultural diversity is clearly manifested in its
consumer attitudes and retail trends. In the larger towns like İstanbul,
Ankara, İzmir and the cosmopolitan coastal cities, the culture is more
secular and ‘European’, while in the rest of the country cultural traits are more conservative and influenced by religion.
Consumers in the larger cities revel in
the fact that a more competitive market offers them more choice, which
includes a variety of national and international brands at every level.
As a result, the role of a compelling and memorable retail experience –
throughout the customer journey – is ever more critical. Better late
than never! Compared to 20 years ago, it is now the consumers who manage
the brands rather than brands managing the consumer.
Organised retailing is developing at a
fast pace due to nation-wide investment in shopping malls (of which
there are more than 300), and the aggressive expansion strategies
pursued by retail groups. This climate, coupled with the increased
availability of credit cards, has resulted in a transformation in
consumers’ retail habits. People now expect to see all products
available in one location. These shopping malls are also part of the
recent shift in urban lifestyles. And, while the population is equally
divided between men and women, shopping in physical retail environments
is more commonly an activity for women.
On the other hand, with the rapid
adoption of e-retailing solutions, more and more consumers now look for
online shopping options. There are currently around 40m Internet users
in Turkey (53% of the population), which places Turkey 5th in the
European rankings (by volume) after Germany, Russia, the UK and France.
Half the population is under 30 and
actively uses social networks. In light of this, online retail in Turkey
is expected to see an annual growth of 15.8% in constant value terms by
2017, 107% in total, reaching a market value of US$6.6bn according to Euromonitor International.
The same research also forecasts Internet adoption to rise 27.5%
between 2012 and 2017, driving e-commerce. Similarly, market penetration
of smartphones is expected to increase by 124% between 2012 and 2017.
It’s clear that retail trends
and consumer attitudes in Turkey cannot be pigeon-holed by one or two
hard facts. Cultural diversity, population growth, contrasting political
views, huge disparity in wealth, and ever-developing market conditions
result in a fluid environment. Shopping and retail trends evolve by the
day. This represents an opportunity for both consumer and retailer.
Visit our website-: https://in.i-amonline.com/turkey-offers-great-retail-opportunities-zeynep-durukan/
Address-:
P-2 Raghuvanshi Estate
11/12 S B Marg, Lower Parel
Mumbai 400013
Please get in touch:
Brian Pinto
Country Head
+91 9930519476
brian@i-ammumbai.com
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