swiss e-commerce behaviour 2nd edition - 2015

Research project promoted by NetComm Suisse and created by

ContactLab has developed a complete offering specialized in Digital Engagement for the

Fashion Retail business with an omni-channel approach.

CONTACTLAB - DIGITAL PIONEERS

Founded in 1998, ContactLab has expanded its services over the years, turning digital direct

marketing into a strategic lever for business growth with its platform SaaS for email,

sms e push notifications.

We are doing research to better understand customer behaviour and build a leading

engagement models for our Clients.

Our offering makes an impact on sales – up to 25% - through effective, relevant and localized

digital marketing communication.

Research project promoted by NetComm Suisse and created by 3

15+ YEARS OF EXPERIENCE 140+ DIGITAL MARKETING

PROFESSIONALS

1.000+ CLIENTS

80 MILLION EMAILS SENT DAILY

150 COUNTRIES

25 LANGUAGES MANAGED

4 OFFICES IN EUROPE

CONTACTLAB IN ESSENCE


THE OBSERVATORY ON SWISS DIGITAL BEHAVIOURS

NetComm’s Suisse Observatory on Swiss digital behaviours has been created in collaboration

with ContactLab.

The main goal is to offer a solid quantitative basis for understanding the digitial behaviours of Swiss users,

evaluating market value and potential, and activating public and private policies to sustain growth in the

sector.

Netcomm Suisse chose ContactLab because of the robustness of our methodology and the ability

to analyse and interpret the data collected, as proven by our European Digital Behaviour Study


METHODOLOGY

CAWI method (by EDBS)

European countries: ‘regular’ internet users aged 16 – 65 (or individuals who connect at least on a weekly basis,

regardless of the device and reason) inhabitants in 6 countries (Italy, UK, Germany, France, Spain and Switzerland)

New York/ Los Angeles and Shanghai/ Guangzhou areas: ‘online shoppers’ 16 -65 (or individuals who purchased/ordered

online goods/services in the last year)

Sample designEurope: Eurostat – Information Society and by national bureaus of statistics

New York/ Los Angeles: US Census

Shanghai/ Guangzhou: CNNIC (China Internet Network Information Center)

Switzerland: Federal Statistical Office (BFS).

Swiss sample of 1.012 cases

Interviewed between 7 – 30 of April 2015

Average duration of 25 minutes


INTERNET AND

ECOMMERCE EVOLUTION


SWISS E-COMMERCE

GROWTH

12%

Swiss E-commerce has grown double digit

in an already mature market place

over the last 12 months


in Switzerland

INTERNET USERS

95%

Swiss regular Internet users are 5.2

million people that equals to the 95% of

the population between 16 and 65 years

old


Internet users are

ONLINE BUYERS

90%

The majority of the Swiss Internet population

has made at least 1 online product or service

purchase in the last 12 months

1. UK (93%)

2. Germany (92%)


in e-commerce market value

(last 12 months)

INCREASE

13%

Regular Swiss online shoppers spend 9.1bn

CHF with a significant growth if compared to

the previous year

The average annual spending per online shopper is more or less unchanged

vs 2014 (1946 CHF)


TOP ONLINE PURCHASE

CATEGORIES


of online buyers are

«FASHION» SHOPPERS

52%

Of the total of 4.7 million online shoppers,

2.7 millions buy mainly in the fashion sector

(+12% compared to the previous year)


on «Travel»

AVG EXPENDITURE

1.534 CHF

“Travel” is the e-commerce category

with the highest average expenditure

and with second highest penetration (47%)


RETAIL – ON & OFFLINE

SHOPPERS


of online purchasers

PREFER RETAILERS

E-STORE

41%

Most of the Swiss online shoppers prefer

e-commerce sites of retailers

with an offline presence


LEVEL OF TRUST

7.3/10

LEVEL

OF TRUST

7.3/10

Retailers with e-commerce channel

obtain the highest level of trust with

consumers


for online shopping

USE PAYPAL

43%

Paypal is the preferred method for online

payments, followed by standard credit

cards (40%) and invoicing (39%)

People who use credit cards have a higher spending average


CROSSBORDER

ONLINE SHOPPING


>60%

More than a half of Swiss online

shoppers have turned to at least

1 foreign e-commerce site

of Swiss online shoppers

BUYS ABROAD

>60%

TOT. DOMESTIC SHOPPERS

98%(1.232 CHF spent online yearly)

TOT. CROSSBORDER SHOPPERS

66%(2.391 CHF spent online yeary)

64%

2%ONLY

CROSSBORDER

ONLY-DOMESTIC

34%


35%

goes abroad

of SHOPPING BUDGET

35%

Many Swiss e-shoppers bring the budget

abroad, spending around 450 CHF more

than the average online expenditure

(2.391 CHF vs. 1.946 CHF)


buys abroad for

BETTER PRICING

72%

The main reason for shopping online

abroad is better pricing, followed by

availability of products and services (41%)

and greater selection of products (37%)


Crossborders buyers purchase

online mainly from Germany, with a

significant gap with other countries

purchase from

GERMANY

58%


CROSSBORDER -

THE SWISS OPPORTUNITY


potential

FOREIGN ONLINE

SHOPPERS

>35M

On the opposite, there is a large number

of potential foreign consumers interested

in purchasing from Switzerland.


Potential buyers come from:

of potential buyers are

FROM GERMANY

12,8M

12.8 Germany

6.2 UK

5.5 China (Shanghai & Guangzhou)

4.6 France

4.1 Italy

3.1 Spain

2.2 USA (NY & LA)


HIGH QUALITY OF

PRODUCTS

average image association for

HIGH QUALITY OF

PRODUCTS

38%

The “Swiss factor” consists on high

product quality, trustworthiness of online

services/websites, timeliness of delivery

and payment security.


COMMUNICATION

CHANNELS


of online shoppers

ARE TRIPLE PLAYERS

34%

71% of online shoppers navigates via

mobile; 1/3 uses smartphones, tablet and

PC (they are the so called “Triple players”)


INFO-COMMERCEof online shoppers does

INFO-COMMERCE

97%

Info-commerce is currently one of the

most carried out activity by the online

shoppers, together with news reading


USE SOCIAL NETWORKSof online shoppers

USE SOCIAL

NETWORKS

87%

The majority of online consumers is

active al least on 1 social network and

uses it to get acquainted with brands

83% 49% 44%

Research project promoted by NetComm Suisse and created by 31

FOCUS ON

EMAIL MARKETING


Email remains the most common

form of communication and has

the highest user frequency

of online shoppers

USE EMAIL DAILY

96%


of online shoppers

IS SUBSCRIBED TO

NEWSLETTERS

90%

The majority of online shoppers and

email users has subscribed to al least

1 newsletter

Fashion and tourism are among the most popular with an

average of 6.5 newsletters per user


Email content is perceived as

trustworthy by more the half of

subscribers

79% of them confirms to have made a purchase online

based on the newsletter content, while 74% has gone to

the shop to buy

of newsletter subscribers

TRUST

THE CONTENT

>50%


BUSINESS HIGHLIGHTS


Internet population is growing and so the number of online shoppers

KEY FINDINGS

Email marketing remains a key channel, but companies need to have a solid digital

customer engagement strategy to succeed.

Mobile has become the first device for usage opening up new opportunities and

challenges.

There is a huge potential foreign market - attracted by the quality of products - that

needs to be exploited.


THANK YOU

Stefano Lena

VP Sales& Marketing – ContactLab

[email protected]

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