european young e-shoppers study · pdf fileeuropean young e-shoppers study 2 . ... but had to...

European Young

E-shoppers Study

DPDgroup & InProcess

What did the study entail?

Methodology

European Young E-shoppers Study 2

Methodology

40 ethnographic in-home interviews in UK, Spain, France, Germany and Poland


3 hours spent with each respondent

in their homes or in a situation of

their daily lives (school, etc.)

Video Diary left with respondent

for 1 week following study

Qualitative research by ethnographers

• In-depth observations of real life experiences

• Understanding the emotions of participants

• Reveals what participants do, not just what

they say

• Goal is not to be representative, but to reveal a

variety of practices


Methodology

40 ethnographic in-home interviews in UK, Spain, France, Germany and Poland



Mailys, 18, Occasional

Lives with her grandparents in a

big apartment in Boulogne

Billancourt. She is a student and

so doesn’t have time for hobbies.

Likes fashion shopping.

Methodology Who were the participants?

Carly, 23, Unlucky

Lives with her mum in London.

She works as an administrator.

Łukasz, 24, Group

Lives with his brother and sister in

Warszawa. He is a student at

University of Technology. He is

interested in fighting sports (MMA)

and bodybuilding.

Klaudia, 24, Express

Lives alone in a small apartment

in Warszawa. Her main hobby is

paramilitary forces. She used to

train ballet, but had to stop

because of a problem with her

ankle.

Chloé, 19, Gifter

Lives alone in a small apartment

in Lille. She is a student at the

University of medicine and so

doesn’t have time for hobbies.

Likes shopping.

Mañel, 25, Returns

Lives with parents and sister in

San Sebastian. Looking for a job

in education in September. Has

part time jobs (handball instructor,

hostel monitor, deliveryman…)

Loves playing sports.

Jonathan, 25, Returns

Product manager in the

automobile sector, passionate

about basketball and about to

become a professional basketball

player after four years in the US

where he studied engineering and

played basketball in the NCAA.

Anas, 24, Addict

Lives with his parents and sister in

the north of Frankfurt, studies

History and Politics to become a

teacher and works part time in an

insurance company. Passionate

about sports and fitness.

Brian, 22, Planned

Lives with his parents in Devon

and is a student in London during

term time. Is studying to become a

lawyer.

Jon, 21, Occasional

Lives with his parents in Mungai

(rural zone). Studied social

integration and works as a

lifeguard. Likes sports, surfing,

rugby, trekking, and going out

with his friends.


What are the customers’ motivations?

Behavioural profiles


Behavioural profiles What are the customers’ motivations?

ACCEPTS RISK

REFUSES RISK

INSPIRATION TOOL

The Internet helps me find

inspiration for the things I

want to buy. I notice and

explore offers, but out of

precaution, I prefer to make

my purchases in familiar

places.

The Internet is a way of

finding information without a

specific need. I explore and

discover original and unique

offers for me.

I make purchases online

only on sites that I know

well or that are well-known.

I like to have good advice

and I am wary of online

services such as PayPal.

I know the products that I

need. I don’t look for advice

in order to make my

purchases.

PIONEER EASY-GOING

LOOK OUT SECURITY


Behavioural profile Germany

ACCEPTS RISK

REFUSES RISK

INSPIRATION TOOL

PIONEER EASY-GOING

LOOK OUT SECURITY

Autonomous shopping to find the best deal (result of

discount culture and in-store independence)


Behavioural profile Profile

ACCEPTS RISK

REFUSES RISK

INSPIRATION TOOL

PIONEER EASY-GOING

LOOK OUT SECURITY

Pragmatic and highly secured e-shopping strategies


Behavioural profile Spain

ACCEPTS RISK

REFUSES RISK

INSPIRATION TOOL

PIONEER EASY-GOING

LOOK OUT SECURITY

Shoppers strongly inspired by good deals but with secured

online shopping habits (impacts of current economic situation)


Behavioural profile UK

ACCEPTS RISK

REFUSES RISK

INSPIRATION TOOL

PIONEER EASY-GOING

LOOK OUT SECURITY

High prevalence of online shopping, confident shoppers

and early adapters of new consumer trends


Behavioural profile France

ACCEPTS RISK

REFUSES RISK

INSPIRATION TOOL

PIONEER EASY-GOING

LOOK OUT SECURITY

Pragmatic online behaviours to avoid dealing with heavy

bureaucratic procedures


What did the customer experience?

Customer journey


Customer journey An Emotional Rollercoaster

Getting

inspired

Searching /

Browsing

Logging

In Managing the

shopping cart

Choosing

the delivery

& payment

Tracking

the parcel

Managing

the place of

delivery

Managing

the time of

delivery

Receiving

the package

Making

returns


Getting

inspired

Searching /

Browsing

Logging

In Managing the

shopping cart

Choosing

the delivery

& payment

Tracking

the parcel

Managing

the place of

delivery

Managing

the time of

delivery

Receiving

the package

Making

returns

Lots of

missed

deliveries

Looking

for simplification

No returns:

too difficult

too expensive

Logging

in can be

a major

obstacle

Returns

as a

strategy

Customer journey An Emotional Rollercoaster, per country


What did we learn?

Insights


A generation empowered by finding good deals

• Shoppers are armed with tools to look for the best price

• Shoppers are persuaded by a good deal

• The best price sometimes comes at a price: a need to make compromises

• There is a need for transparency to avoid pricing surprises


A "one-size-fits-all" browsing experience that limits the choice of

online shopping

• There is a need for tools to help wade through the choices available online

• There is a desire for customised experience

• A lack of choice where it matters (delivery options, payment methods)


An insecurity that requires tactics of reassurance

• Certain products require offline confirmation

• Advice and reviews are important elements of reassurance

• Payment modes: from risk to a line of defence

• Easy, free return options increase confidence


From strong investment to delayed satisfaction after the click

• Shoppers are invested in the process throughout the browsing steps

• They experience a let-down after the click, feeling of abandonment and lack of control

• They experience a desire for immediate gratification

• When in danger, proper customer service easily overcomes threats to satisfaction


Chasing deliveries threatens the convenience of online shopping

• A current lack of transparency and flexibility results in increased effort and missed

deliveries

• The locker system: a solution that fits easier into the customers’ lifestyle

• The ideal delivery experience is a product delivered to the shopper when and where they

want it


European Young E-shoppers Study ###

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