Behind the scenes

Almost 1 in 3 people are familiar with Galaxus Deutschland

15.8.2024

Translation: Katherine Martin

Online retailer Galaxus increased its brand awareness in Germany to 31 per cent in the second quarter of 2024. That’s according to a representative survey carried out by market research institute Yougov on Galaxus’s behalf. Awareness of the Galaxus brand in Germany has risen by 24 percentage points since it was first measured in 2021. One reason behind the increase is the company’s creative advertising campaigns, including its testimonial spot for the European Championships starring German footballer Lukas Podolski.

Swiss online retailer Galaxus has been making inroads into the German market for the last six years. In a bid to quickly gain a foothold in the country, it placed a strong focus on performance marketing for the first few years. In 2022, it launched its debut TV and online campaigns in Germany to boost awareness of the online shop. The following year, Galaxus Deutschland unveiled its first ever out-of-home campaign in Hamburg. The ads were so well received that the company mounted another campaign in April 2024 in Germany’s five largest cities.

Awareness of the Galaxus brand in Germany was measured for the first time in 2021, three years after Galaxus Deutschland launched. The result? Seven per cent of respondents stated they’d heard of the brand. At that point, the online department store still hadn’t done any public brand-building campaigns. In the years that followed, Galaxus launched various TV, digital, out-of-home and social media campaigns to raise brand awareness in Germany – with visible success. As things stand today in 2024, 29 per cent of people living in Germany are familiar with the online retailer on average.

Fame has its rewards

At the same time, the number of active customers in Galaxus’s EU markets grew to over one million in 2023. Not only is Galaxus becoming increasingly well known, but it’s also winning customers over when they browse the shop for the first time. This is reflected in the market research figures too. In the highly competitive German market, Galaxus is becoming increasingly successful at retaining its customers. Much more than half of people who buy something on galaxus.de for the first time will shop there again in the future. Fifty per cent of returning customers say Galaxus is the website they use most frequently for online shopping.

One reason for the increased brand awareness around Galaxus Deutschland is its memorable, innovative ad campaigns. The 2024 European Championships saw the online retailer advertise in cinemas, on TV, web TV and social media simultaneously for the first time, with a spot featuring World Cup-winning footballer Lukas Podolski. In typical Galaxus fashion, the campaign shuns classic advertising tropes – with brutal honesty. The most successful spot on YouTube has garnered 2.3 million views. The latest brand awareness figures illustrate that this type of advertising sticks in people’s minds, bringing customers back to the shop time and time again.

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Jana Pense

Communications Manager

Jana.Pense@galaxus.de

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Almost 1 in 3 people are familiar with Galaxus Deutschland

Fame has its rewards

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