Brand KPIs for furniture online shops：in India-英文培训课件2025

CONSUMER&

BRANDBrandKPIs

for

furniture

online

shops:Evok

in

IndiaConsumer

Insights

reportDecember2024Discover

your

Brand

KPI

scores.

Benchmark

against

competitors

and

measureyour

brand’s

marketimpactIntroduction:

studydetailsThe

reportMethodologyThisreport

hasbeen

created

usingthe

datafromStatista’sConsumer

InsightsBrand

KPIs.Thereportprovides

you

with

key

consumer

insightsandbenchmarks

forabrand’sperformance

againsttheindustryoverall

and

theircompetitors.Design:OnlineSurveyDuration:

approx.

15

minutesLanguage:official

language(s)

ofeach

country

withAmerican

Englishoffered

asanalternativeRegions:Brazil,Germany,

India,

Mexico,

U.S.

and

UKNumberofrespondents:approx.

3750Ourdataallows

you

tomeasure

each

brand’spositioninthe

market

bycreating

aprofile

usingStatista’s5key

performance

indicators.

Which

are:

awareness,popularity,usage,loyalty,and

media

buzz.Sample:

Internet

users,

aged18

-64,

quotasset

ongender

and

ageThisreport

is

basedon

Evok’s

performance

inthefurnitureonlineshop

market.Fieldwork:March-April

2024Ifyou

would

liketofind

out

more

abouttheConsumerInsightsatStatista

or

theBrandProfiler,

please

clickthe

linkbelow.2Notes:Sources:

Statista

Consumer

Insights

Global,

asofDecember202461%

of

Evok

users

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket?•Evok’sbrandingresonates

more

with

Millennials•Evok

generally

appealsto

men

more

than

women•Evok

ranksoutside

the

Top

10

inawareness

withinthe

furnitureonline

shopmarket•Thepopularity

ratingof

Evok

is26%•Among

Evok

enthusiasts,45%

fallunderthe

high-income

category•Evok

ranksoutside

the

Top

10

inusage•Interms

of

loyalty,Evok

is

outsidethe

Top

10

inIndia•Evok

hasascore

of26%

formedia

buzz•Consumers

want

theirfurnitureonlineshop

brandstohavehonesty

/trustworthiness,

authenticity,andhighvalue3Sources:

Statista

Consumer

Insights

Global,

asofDecember2024CHAPTER

01Brand

profileInthissection,

we

show

the

demographics

and

attitudesof

consumers

who

saytheylikethisbrandversus

the

share

ofindustryusers.

Thechapteraimsto

bringclarity

tocompanies

who

want

to

know

whotheirbrandingiscurrently

appealingtoand

what

theythinkaboutthe

industry.4Loyalty

is

the

highest

scoring

KPI

for

Evok

at

61%Brand

profile:

snapshotBrand

performance

of

Evok

inIndia61%47%26%26%23%AwarenessPopularityUsageLoyaltyBuzz5Notes:Furniture

online

shops

‘awareness’,‘popularity’,

‘usage’,‘loyalty’and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,249,

all

respondents

(awareness),

n=582,

respondents

who

know

the

individual

brand

(popularity),

n=582,respondents

who

know

the

individual

brand

(usage),

n=131,

respondents

who

have

used

the

individual

brand

(loyalty),

n=582,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Evok’sbranding

resonates

morewith

MillennialsBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations49%44%44%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeEvok

bygeneration

versus

theshareof

industryusers

ingeneral,

we

cansee

thatEvokislikedby0%

of

Babyboomers

and12%

of

Gen

Xers,whereas

the

totalshare

ofindustryusers

is0%

and12%,

respectively.38%ForMillennials

andGen

Z,

49%

and

38%

feel

positivelytowards

Evok,versus

44%

and44%.

Socurrently,

forEvok,Millennials

connect

most

with

theirbrandcompared

to

theoverall

industryuser.12%

12%Gen

X0%

0%Gen

ZMillennialsBaby

BoomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestofurniture

online

shops,

which

ofthe

following

brands

do

youlike?”;MultiPick;Base:n=154,

Evokenthusiast,

n=1,172,

furniture

online

shop

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Evok

generally

appeals

to

men

more

than

womenBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandenthusiastsof

Evok

shows

thatwomenareless

likely

to

haveanaffinity

with

thebrandcompared

tomen.LGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesofconsumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

Evok

hasahigherproportionof

LGBTQIA+consumers

whencompared

to

theindustryusers

ingeneral.13%80%21%41%59%45%55%55%

ofmen

likeEvok

compared

to

45%of

women,

whereas

forthe

overallindustry,59%

of

men

usefurnitureonlineshopscompared

to

41%

ofwomen.79%21%

ofEvok

enthusiastsconsiderthemselves

to

bepartof

the

LGBTQIA+community

compared

to13%

amongindustryusers

overall.Brand

enthusiastFemaleIndustryuserMaleBrand

enthusiastIndustryuserNot

givenYesNo7Notes:“What

is

yourgender?”;Single

Pick;“Doyouconsider

yourself

partofthe

LGBTQ+community?”;

Single

Pick;

“When

it

comes

to

furniture

online

shops,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=154,

Evokenthusiast,

n=1,172,

furniture

online

shop

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

Evok

enthusiasts,

45%

fall

under

the

high-income

categoryBrand

profile:

consumer

demographics

(3/3)HouseholdincomeThegraphillustratestheannualhousehold

income

distribution

amongenthusiastsof

thebrand

anduserswithin

the

industry.HouseholdtypeThechartshows

thehousehold

type,takinginto

account

factorssuchashousehold

size,

familystructure,

andthe

number

ofchildren.5%4%Single38%8%6%45%CoupleSingleparentNuclear45%

ofEvok

enthusiastsarefrom

high-income

households.Evok’s

brandis

generally

enjoyed

morebyconsumers

who

arepartof

amulti-generational

household,

36%

of

Evokenthusiastshavethiscurrent

livingsituation.5%4%19%20%31%31%29%Multi-generational36%30%26%ExtendedOther26%34%1%3%Brand

enthusiastIndustryuserLowHighMediumBrand

enthusiastIndustryuser8Notes:Recode

based

on’’Monthly/annual

household

income

(local

currency)’’;Single

Pick;Typology

basedon

’’household

size’’,

’’household

constellation’’

and

’’children

under

the

ageof14

in

household’’;

Single

Pick;“When

it

comesto

furniture

online

shops,

which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=154,

Evokenthusiast,

n=1,172,

furniture

online

shop

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Consumers

want

their

furniture

online

shop

brands

to

have

honesty

/trustworthiness,

authenticity,

and

high

valueBrand

profile:

qualitiesQualitiesuserswant

from

furniture

online

shopbrandsForfurnitureonline

shops,the

topthreequalitiesusers

want

from

abrand

arehonesty

/trustworthiness,

authenticity,andhigh

value.Authenticity80%Thrill/ExcitementSustainabilityBoldnessCleverness60%40%20%0%Evok

users

alsoappreciate

thesekeyattributes,indicating

Evok

exudes

thesequalities.SocialresponsibilityCoolnessThequalitiesthatEvok

enthusiastsareleast

focused

onare

thrill/excitementandinclusiveness.ReliabilityExclusivityEvok

shouldwork

on

promotingsustainabilityto

convert

enthusiastsintoowners.InnovationInclusivenessFriendlinessHighvalueHonesty/trustworthinessIndustryuserBrandenthusiastBrandowner9Notes:“When

it

comesto

furniture

online

shops,

which

ofthese

aspects

are

mostimportant

toyou?”;Multi

Pick;“When

it

comes

tofurniture

online

shops,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;“When

it

comestofurniture

online

shops,

which

ofthe

following

brands

have

youused

in

the

past12

months?”;

Multi

Pick;Base:

n=131,

Evokusers’,

n=154,

Evokenthusiast,

n=1,172,

furniture

online

shop

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

Evok

fans,

57%

state

that

they

get

excited

about

furniture

online

shopsBrand

profile:

attitudesWhat

doconsumersthink

offurnitureonlineshopsingeneral?60%59%58%57%57%45%45%45%42%42%41%34%Sustainability

is

Ivaluealow

priceimportant

to

me

over

highqualityIamwellinformedIrely

onbrandsIknow

and

trust

aboutfurniture

topicsrelating

toIget

excitedIliketotalkaboutonlineshopsfurnitureonlineshopsBrand

enthusiastIndustryuser10

Notes:“Which

ofthese

statements

about

furniture

online

shops

do

youagree

with?”;

Multi

Pick;“When

it

comesto

furniture

online

shops,

which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=154,

Evokenthusiast,n=1,172,

furniture

online

shop

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024CHAPTER

02Brand

KPIs

&

benchmarkingInthischapter,youcansee

howabrandperforms

againsttheirmaincompetitors

inthe

marketplace.Thissection

allows

benchmarking

ofthekey

performance

indicatorsfrom

the

brandprofile

againsttheindustryasawhole

andotherindustryleaders.1161%

of

Evok

users

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

furnitureonline

shops,the

averageawareness

ofabrandinIndiais67%.

Awareness

ofEvok,however,

isat47%.Awareness26%

ofIndianfurnitureonlineshop

userssay

theylikeEvok,compared

to

anindustryaverage

brandpopularity

of44%.23%

ofindustryusers

inIndiasaythey

useEvok,withthe

average

usageof

abrand

at33%.BuzzPopularity61%

ofbrandusers

saytheywould

usethe

brandagain,compared

toanaverage

loyalty

score

of

76%.Evok

hasbeen

noticed

lessinthemedia

compared

toother

brands,with

a“Buzz”score

of26%

compared

to38%.Sooverall,

the

results

showtheir

performance

tobebelow

average

compared

to

theindustry.LoyaltyBrandUsageIndustryaverage12

Notes:Furniture

online

shops

‘awareness’,‘popularity’,

‘usage’,‘loyalty’and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,249,

all

respondents

(awareness),

n=582,

respondents

who

know

the

individual

brand

(popularity),

n=582,respondents

who

know

the

individual

brand

(usage),

n=131,

respondents

who

have

used

the

individual

brand

(loyalty),

n=582,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Evok

ranks

outside

the

Top

10

in

awareness

within

the

furniture

online

shopmarketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofEvokRank#

BrandAwareness

%Driving

recognition

will

lead

to

growing

yourcustomerbaseand

measuring

brandawareness

isakeycomponent

toachieve

this.Withthisscore,

you

cangaugethe

current

market

presence

ofabrand,understandthebrand’svisibility,competitiveness,

andrecognition

among

theirtarget

audience.

Further

tothis,itisaperfect

way

toassess

yourcurrentmarketing

strategies.1Amazon96%84%82%77%76%69%62%62%61%56%2Godrej

InterioIKEA34H&M

HomeNilkamal

FurnitureUrban

LadderHomeTown@home47%553%Usingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.678Outofallrespondents,

47%

were

aware

of

Evok.

Thisranksthemoutsidethe

Top

10

compared

tootherbrandssurveyed

inthismarket.9WoodenStreetWallMantraAwarenessN/A1013

Notes:“Doyouknow

this

brand,

evenif

only

by

name?”;Multi

Pick;

Base:

n=1,249,

all

respondents

(awareness)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024The

popularity

rating

of

Evok

is

26%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofEvokRank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

among

current

andpotentialfuturecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.1Amazon83%64%61%52%51%47%39%36%30%30%2IKEA26%3Godrej

InterioNilkamal

FurnitureH&M

HomeUrban

LadderHomeTownWallMantraWoodenStreetEllementry4Outofconsumers

who

knew

thebrand,

26%

saidtheyliked

Evok.

ThisranksthemoutsidetheTop10compared

to

other

brandssurveyed

inthismarket.56774%89PopularityN/A1014

Notes:“When

it

comesto

furniture

online

shops,

which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=582,

respondents

who

know

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Evok

ranks

outside

the

Top

10

in

usageBrand

KPIs

&benchmarking:

usageSummaryUsage

ofEvokRank#

BrandUsage

%76%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeing

used,weasked

each

respondent:

“When

itcomes

to

furnitureonlineshops,which

of

the

following

brandshaveyouused

inthe

past12

months?”.1Amazon23%2IKEA48%3Godrej

InterioNilkamal

FurnitureH&M

HomeUrban

LadderHomeTownEllementry43%Outofconsumers

who

knew

thebrand,

23%

saidtheyused

Evok.

Thisranksthemoutsidethe

Top

10compared

to

other

brandssurveyed

inthismarket.440%536%629%728%77%824%9WoodenStreetWallMantra23%UsageN/A1023%15

Notes:“When

it

comesto

furniture

online

shops,

which

ofthe

following

brands

have

youused

in

the

past12

months?”;

Multi

Pick;

Base:

n=582,

respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofDecember2024In

terms

of

loyalty,

Evok

is

outside

the

Top

10

in

IndiaBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofEvok’s

consumersRank#

BrandLoyalty

%90%Afterascertaining

the

usageof

abrandinthe

last12months,the

next

most

important

indicatorisbrandloyalty.

Thisscore

allows

ustoestablish

whether

abrandisperforming

well

inregard

to

customerretention.

Measuring

brandloyalty

establishes

aclearfeedback

loop

with

customers,

providing

valuableinsightsinto

customer

satisfaction

and

preferences.

Itisalso

apowerful

predictor

to

help

guide

marketingstrategies

andforecast

futuresalesandrevenue

moreaccurately.1Amazon2IKEA87%3@home84%39%4Nilkamal

FurnitureGodrej

InterioUrban

LadderWoodenStreetH&M

HomeWallMantraNestasia81%581%678%61%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

furnitureonlineshops,which

of

the

following

brandsareyou

likely

touseagaininthe

future?”.778%875%973%Outofrespondents

whohaveused

Evok,61%

saidthey

would

usethebrand

again.LoyaltyN/A1070%16

Notes:“When

it

comesto

furniture

online

shops,

which

ofthe

following

brands

areyoulikely

touse

again

in

the

future?”;

Multi

Pick;Base:

n=131,

respondents

who

have

used

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Evok

has

a

score

of

26%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofEvokRank#

BrandBuzz%79%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1Amazon2IKEA55%26%3Godrej

InterioH&M

HomeNilkamal

FurnitureUrban

LadderEllementryHomeTownNestasia52%Outofconsumers

who

knew

thebrand,

26%

saidtheyhadheardaboutEvok

inthemedia.

ThisranksthemoutsidetheTop10

compared

to

other

brandssurveyed

inthismarket.445%540%637%731%74%829%928%BuzzN/A10@home27%17

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=582,

respondents

who

know

the

individual

brand

(Buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024STATISTACONSUMER

INSIGHTSUnderstand

what

drivesconsumersGainabetterunderstandingofconsumers,brands,andmarkets.Withthe

Statista

Consumer

Insights,

youget

access

tostreamlinedmarketresearchtoolsandallresultsofthe

exclusiveStatista

surveys.

Leverage

consumerinsightstomakedata-drivendecisions

andunlocknewgrowthopportunities.•

Identifyandunderstandyourcore