eretail15 - ups nederland - ryan neal
TRANSCRIPT
The rise of the flex shopperResearch and insights
19 March 2015
Ryan NealMarketing Manager UPS Netherlands
‘Pulse of the Online Shopper’ survey
• UPS and comScore
• Consumers’ online shopping behavior
• 6,200 respondents across 6 European markets
• 80% surveyed make 4 or more purchases every
3 months
DE FR ES ITNL UK
The rise of the flex shopper
7
• Constantly connected
• Ruthlessly efficient
• Switching channels and devices
• Information and control are paramount
• Expects highest quality
• every step of the way
• everywhere
in a world of frantically fast-changing technology
You have to be good everywhereto keep the customer and deliver differential added value
You need to deliver
a near-perfect shopping experience across all platforms
The store is in our hands
Mobile shopping is on the verge of a breakthrough
• Desktop/laptop still most popular for online purchases in Europe
• But smartphone-driven purchases grew 34% last year
• Now 1 of 6 smartphone users and 2 of 5 tablet users used them to buy online
1 of 6 2 of 5
34%
Devices used to purchase online in Europe, 2014
The store is in our hands
M-commerce will account for 13% of online sales in Europe in 2014
Online sales in Europe 2014
Source: Himediagroup
13%
• An increase of 86% above 2013
+86%year over year
increase
61%
13%
7%
12%
7%
StoreCatalogue Tablet
Smartphone
PC/laptop
The store is in our hands
Smartphones and tablets are used primarily for research
• 1 out of 5 prefers them to all other channels for researching products
The store is in our hands
• Half of all Dutch online shoppers use a smartphone in-store
• expand capabilities and be better informed
• compare prices with the competitor (26%)
• read on product details (15%)
• pay in-store (8%)
Phones are used throughout the shopping cycle: even in-store
• Many mobile offerings aren’t optimized
• Product images, purchasing information are unavailable
or hard to see
• This is an opportunity for retailers
• If you invest in mobile, think apps
• Improve the mobile customer experience
• Evaluate your loyalty programme
Rumors of the death of the store are exaggerated
The physical store is still essential – even for the flex shopper
• 4 out of 10 Dutch online shoppers buy in-store
48%42%
3%
6%1%
StoreCatalogue Tablet
Smartphone
PC/laptop
Preferred method of access to purchase products
Island days are over
The physical store is essential – be sure to connect it to the rest
• Traditional assets remain valuable
• Physical contact, serendipity, brand décor, in-store advice
• Stores are new fulfillment centers
• Pick-up points for online orders
• This dynamic drives footfall, revenue and loyalty
• 3 of 10 pick-up shoppers buy something while in store
• And many opportunities
• Differentiate and excel on all levels – the store is not an island
• Invest in traditional assets
• optimize for multichannel shopping
- pick-up point, inventory, mobile interface and services
• There’s room for improvement
• 64% of flex shoppers are satisfied with the store experience 6+
Fulfil smart and win
Smart delivery services seal the deal
• 9 out of 10 shoppers leave deals remain unclosed
86 93 89 8691 8688
Have abandoned a shopping cart (%)
Clear information and options for payment and delivery help
complete the sale
Overall satisfaction (%)
Convenience and choice
Number of delivery options
Availability of free shipping
Flexibility to choose my delivery date
Ease of making returns and exchanges
• And half or more don’t feel they’re getting it online
46
50
32
49
55
61
41
53
Fulfil smart and win
Shoppers want convenience, choice and information
Information
Knowing the total costs
Ability to see the inventory status
Ability to track on-line purchases in transit
64
56
62
58
51
55
In today’s shopping journey, every part of the chain matters
everywhere and all the time
The era of flex shopping
Logistics
Marketing
Customer
service
Sales
Research Purchase Fulfilment Aftersales