conversion 2013 - laurent de groof - gfk
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© GfK 2013 | How to improve the online conversion | February 2013 1
April, 2013
OWN THE FUTURE OF ONLINE CONVERSIONDutch Market Findings
Laurent de Groof
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Emerging Shopper Insights Own the future of online conversion
• Drivers of online shopping
• Online conversion in Fashion.
TOPICS
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Xtreme Shoppers Are Defined By Their High Shopping Engagement And Heavy Use Of Technology
Has used smartphone and/or tablet to shop* in the past 6 months
Actively using internet in shopping
− Engaged in at least 4 specific online shopping behaviors in the past 6 months (e.g. searching best price, read product reviews, purchase a product)
Definition
*By “shopped” we mean the process of browsing, comparison shopping, information gathering, or the actual purchase of items.
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Xtremes Are Better Educated And Affluent
Education Household Income
“Low Educated”
14%Xtremes 35%
Non-Xtremes
“High Educated”
36%Xtremes 24%
Non-Xtremes
17% 29%
56%48%
28% 23%High income
Middle income
Low income
Base: Xtremes n=117 & Non-Xtremes n=483
>65,000 euro
<26,000 euro Xtremes Non-Xtremes
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Smartphone and tablet shopping is coming up!
Shopping Through Home Computer Nearly Universal
Devices Used for Shopping in Past 6 Months(% Shoppers Using)
None
Another device
Tablet
Smartphone
Computer at work
Computer at home
2%
1%
7%
5%
13%
87%
0%
2%
66%
58%
28%
95%
Xtreme Shoppers Non-Xtremes
Base: Xtremes n=117 & Non-Xtremes n=483
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For 35+ shoppers, tablet shopping is more common
18-24 25-34 35-49 50-64 65+
47% 40%
16%
9%
4%
17%
35%
21%23%
19%
Age
Smartphone Shopping Peak In The 18-34 And Tablet Shopping Peak In The 25-34 Demo
% Using Mobile Devices to Shop in Past 6 Months
Base: Smartphone n=84 & Tablet n=97
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Price Comparisons Is A CommonTablet Shopping Activity and Product Picture Taking A Smartphone Shopping Activity
Smartphone/Tablet Shopping Top Activities(% Shoppers)
Compare prices Locate a store Search product info / reviews
Take a picture of a product
16%
23%
17%
22%
31%
25%23%
5%
Base: All shoppers who used a Smartphone n=188 & Tablet n=164
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• Food & Beverages, Household Cleanings, OTC and Personal Care (cosmetics included) categories still predominantly shopped in-store
• Bigger ticket categories drive more online activity
Preferred Shopping Methods Vary Widely By Category
Where Shopped for Category(Last 6 Months)
Food & B
eve...
Household
Cl...
OTC
Personal C
areToys
Fashio
n
Home A
pplia...
Mobile
Phones
Consum
er Ele
c...
94% 94% 91%77%
50% 43% 40% 31%19%
1% 2% 2%4%
10%10% 25% 35%
32%
5% 4% 7%
19%40% 46%
35% 35%48%
Shop in-store only Shop online only Both
IntroductionOnline conversion in Fashion
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Any idea whose website this is?
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Online retailers researched in the analysis:
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Media efficiency panelonline gedrag on desktops and laptops
URLS
SEARCH TERMS
SEARCH RESULTS
SPONSORED LINKS
CLICKS (ADS)
DISPLAY ADS: BANNERS
CONTENT / KEYWORDS
VIDEOS
PRE ROLLS
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What are the retailers with the highest conversion?
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Development in reach of websitesperiod: Q1 2011 - Q4 2012
Q1 2011 Q2 Q3 Q4 Q1 2012 Q2 Q3 Q40
5
10
15
20
25
30
35
40
45
50
9 9 9 10 11 11 1011
2421
17 17
22 21 2022
average 13 retailers Zalando
%
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Development in reach websitesperiod: Q1 2011 - Q4 2012
Top 3
1% → 19%
0% → 5%
0% → 5%
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Affiliates (16%)*
Favorites (7%)
Search (11%)*% of the visits that is related to affiliate programmes
How consumers come to the website (Pre URL’s).
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Duplication with fashionchick.nl is small
18
wehkamp.nl
msmode.nl
c-and-a.com
mexx.nl
otto.nl
wefashion.nl
scapino.nl
zalando.nl
missetam.nl
hm.com
hunkemoller.nl
esprit.nl
brandos.nl
vimodos.nl
asos.com
zappos.com
0.0% 10.0% 20.0% 30.0% 40.0%
fashionchick.nl
% that visits Fashionchick.nl
Source: GFK Media efficiency Panel Q4 2012
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Average Zalando
5%
14%
21%
32%
62%
90%
Awareness
Top of MindSpontaneous AwarenessAided Awareness
Awareness Zalando on all aspects higher than average!
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Zalando scores below average on image. Especially on product quality and price and promotion strategy Zalando scores below average
Gemiddelde score
retailer
Overall gemiddelde
Ruim assortiment 3.61 3.54
Producten gaan lang mee 3.28 3.47
Kwaliteit 3.25 3.37
Vormgeving/desing website 3.43 3.53
Snelle levering 3.47 3.46
Eenvoudige annulering 3.34 3.31
Ruilen- en retourservice 3.54 3.52
Duidelijkheid website 3.13 3.37
Overzichtelijkheid website 3.52 3.56
Prijs 3.32 3.53
Veiligheid website 3.43 3.59
Aanbiedingen/acties 3.38 3.53
-1 0 1
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Recommendations
A significant improvement of the price and promotion strategy would improve the conversion rate of Zalando most.
All though the service level of Zalando has an average score, the conversion rate could be improved if the service levels go up on easy returning and flexible returns.
When the delivery time will be brought back to 5 day or less the conversion rates of Zalando go up significantly.
Product Quality is not often mentioned as a driver of online sales. But without the look and feel of a “real” store, quality becomes more important when products are purchased via the internet
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Gemiddelde score
retailer
Overall gemiddelde
Ruim assortiment 3.70 3.54
Producten gaan lang mee 3.15 3.47
Kwaliteit 2.92 3.37
Vormgeving/desing website 3.45 3.53
Snelle levering 3.23 3.46
Eenvoudige annulering 3.39 3.31
Ruilen- en retourservice 3.69 3.52
Duidelijkheid website 3.56 3.37
Overzichtelijkheid website 3.59 3.56
Prijs 3.92 3.53
Veiligheid website 3.75 3.59
Aanbiedingen/acties 3.76 3.53
-1 0 1
H&M has the highest score Price and promotion strategy and scores wel above average on service!
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Omni channel promotion strategy of H&M works wel!
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Why H&M scores high on conversion?
The Omni channel promotion strategy (personal leaflet) works wonderful for H&M.
Not the highest but a higher than average score on service (easy canceling and flexible returns).
H&M has the right target group, females in the age class 20-49
It’s possible to pay afterwards with accept giro
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Laurent de Groofmanaging consultant media
Tel: +31-(0)162-384 366 E-mail: [email protected]
THANK YOU FOR YOUR CONTRIBUTION
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May 2013
Launch Mobile Measurement in the Netherlands
September 2013