The State
of Customer Experience
in Europe
Read the full results
2023 Edition
Key trends marketers should watch in 2023
We’re back again with a new name! Over the last three years, we’ve surveyed marketing professionals to understand the state of digital marketing in Europe, how B2C marketers performed in the past, and what their priorities and strategies look like going forward.
In our 2023 Customer Experience edition, we wanted to know how this story changed and how it affected customer experiences in the B2C customer journey. We surveyed hundreds of eCommerce, Finance, Media, CPG, and other businesses to uncover how they navigated in the past year.
Businesses will be prioritizing customer acquisition this year. Nothing new, right? However, marketing teams will be using their budgets much differently by moving away from paid ads and investing in first-party data strategies and owned channels. Scroll down below to learn more!
eCommerce continued to grow in 2022 across all regions:
of businesses saw an increase in sales in 2022
73%
of those grew more
than expected
30%
44%
66%
2020
2021
Here’s what we found
Based on 359 respondents across UK, Italy and Germany
Overall, inflation and soaring prices were influential factors in 2022 sales growth. The CPG industry saw more growth than expected. In retail, shoppers were very price-conscious and took advantage of deals and discounts, with many holding out until Black Friday to make high-volume purchases. This is reflected globally, as online transactions were up +4.8% YoY during the peak, which was higher than predicted.
Whilst external factors were the top-rated reason for increased sales:
28%
34%
of senior business leaders said it was improved marketing technologies
said that it was due to team maturity and understanding of data
20%
14%
of senior business leaders said that it was due to team maturity
of senior business leaders said that it was due to better understanding of data
