In a context where inflation continues to weigh on purchasing power, brands have to deal with consumers who are increasingly strategic, demanding and differentiated. The study conducted by OpinionWay for Dékuple highlights new purchasing behaviors motivated by price, perceived value and trust in brands.
The study was carried out by OpinionWay for Dékuple, on a representative national sample of 1,044 French people between April 9 and 16, 2025.
The physical store remains at the heart of the customer journey. Two out of three French people go there every week, driven by practical reasons, but also by a relational dimension. “The study points out that “the point of sale is perceived as a place to live,” particularly among the under-50s.
The shopping experience, advice from sales staff and the pleasure of strolling around are all advantages over the online channel. The opportunity to see, touch and try out products remains the number one argument for preferring the store (68%).
Young people expect a fluid omnichannel experience, combining digital touchpoints, AI and traditional sources.
On average, more than three channels are used before a purchase, requiring brands to build seamless journeys.
The under-35s prefer personalized recommendations, chatbots and online trials, while the over-50s remain very attached to traditional channels.
Money, money, money
In their purchasing decisions, the French place price as the number one criterion, across the board. 94% say they are sensitive to prices and promotions, and 59% say they actively …
