The Safeshops Inside E-Shopping Report 2017 The research Why and - - PowerPoint PPT Presentation

The Safeshops Inside E-Shopping Report 2017

SafeShops.be

The research

Why and how?

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The research Why?

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Develop and share real insights into online shopping Support Safeshops Awards with objective screening of webshops Awards by shoppers, not “industry experts” Equal chance for all to win

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The research How?

02

Qualitative Quantitative

1 2 2 phases

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The research How?

02

• 5 focus groups:
• Men & women
• 18-65
• FR & NL
• Online shoppers
• Different categories

1 QUALITATIVE RESEARCH Deep dive Understand what makes sense to measure Qualitative screening of participating webshops Explore

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The research How?

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2

2296

Total sample Measure attitudes & Quantify Shopping Motivations QUANTITATIVE RESEARCH NATIONAL REPRESENTATIVE SAMPLE (N=522) ADDITIONAL SAMPLE WITH CUSTOMERS OF EACH PARTICIPATING WEBSHOP (N=1774) Screen & score webshops

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Which parameters determine webshop scores?

LOGISTICS 1. Delivery costs 2. Reliability & speed of delivery 3. Delivery options 4. Easiness and flexibility of return policy CLIENT SERVICE 1. Accessibility client service 2. Expertise 3. Friendliness & Speed 4. Q&A PAYMENT / CONTRACTING 1. Transparency prices and costs 2. User-friendliness payment 3. Number of payment methods 4. Payment security measures 5. Possibility to store payment data CONCEPT 1. Design 2. Userfriendliness site 3. Level of product information 4. Pricing 5. Promotions & actions 6. Mobile friendliness 7. Assortment scope 8. Quality labels 9. Inspiration power

A few key figures

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#1

8% 1% 21% 2% 44% 17% 18% 40% 9% 39%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Surfing Buying

Several times a day Daily Weekly Monthly Less than monthly

High frequency shop visit ≠ High frequency purchase

73% 20%

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# 2

38% says they will

buy more online next year

Only 3% will buy less

38% 59% 3% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% I think I will buy less online next year I don't think my buying behavior will change I think I will buy more online next year

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# 3

26% 24% 24% 22% 21% 16% 16% 15% 14% 13% 11% 10% 8% 7% 7% 6% 5% 4% 3%

0% 5% 10% 15% 20% 25% 30% Concert & movie tickets Travel Fashion Books Airplane tickets Movie & music Shoes Electronics Beauty & Health Games Pet products Home / garden / pet Food & beverages Sports gear Home & garden decoration Pharma Finance Home & Garden furniture Jewelry

Most bought

• 1. Concert/filmtickets
• 2. Travel
• 3. Fashion
• 4. Books
• 5. Airplane tickets

Least bought

• 1. Jewelry
• 2. Furniture
• 3. Financial products
• 4. Pharma
• 5. Home & garden

decoration

How often do you buy … online?

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# 4

83%

Laptop

• r PC

11%

Smartphone

Which device do people use most often when shopping

• nline

16%

Tablet

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44 %

ALWAYS reads reviews before buying

# 5

47 %

NEVER writes one

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# 6

Belgians prefer to shop in their own language

77% 44% 19% 26% 76% 77% 49% 58% 40% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% North (N=305) Brussels (N=55) South (N=162 Dutch French English

To what extent would you trust a webshop written in …

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# 7

48% of Belgian online shoppers considers presence of an offline store in Belgium important

48% 40% 36% 32%

0% 20% 40% 60% 80% 100% Has an offline store in Belgium Has a Belgian URL (.be) The company behind the webshop is Belgian Offers Belgian products

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Online shopping

75% 25% Yes No

Do you sometimes buy products abroad

59% 43% 36% 34% 31% 23% 4% 1% 8%

0% 20% 40% 60% 80% Netherlands France Germany UK China USA Canada Middle East African countries Other

The large majority of Belgian online shoppers buys abroad once in a while

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# 8

76% 19% 4% 1% 0% 20% 40% 60% 80% Home or other address Pick up point In the store In a locker

We prefer delivery to an address of our choice Alternatives are still clearly less popular

I just love it. I come home around 10pm, and then I do my shopping. Takes me 20 minutes… I compare prices, I can easily manage the process, it’s less expensive. Even if I’m against it, it is so easy I just cannot not use it...

Online shopping – a love / hate relationship?

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Online shopping =

• Convenience
• Comfort
• A seamless experience
• Reliable processes

The more you can compensate for this, the more successful you will be BUT there are barriers

• Insecurity
• Delayed satisfaction
• Guilt
• Artificiality

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# 9

Most concerning Least concerning

It’s all about the product But privacy is clearly a concern too

Origin of webshop Did I buy the right product Where & how to complain Unclear contact information Privacy Hidden costs Will it arrive at all Payment Undamaged delivery Guarantee Product Quality

3,5 4,0 4,5 5,0 5,5 6,0 6,5 7,0 7,5 8,0 8,5 0% 5% 10% 15% 20%

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# 10 The ideal webshop What do people want?

1. LAY-OUT & OVERVIEW 2. EFFICIENT SEARCHING 3. ENOUGH FILTERS 4. TRANSPARENCY PRICES & COSTS 5. FULL INFO & INSPIRATION 6. SEAMLESS BUYING 7. INTUITIVE NAVIGATION 8. BROAD OFFER 9. VARIETY OF PAYMENT METHODS 10. DELIVERY OPTIONS 11. CLIENT SERVICE 12. REVIEWS

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The ideal webshop

81% 77% 76% 74% 71% 71% 67% 66% 66% 64% 63% 62% 60% 54% 53% 48% 43% 34% 31% 31% 28% 27%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% Clarity of price and costs Low or no delivery costs Sharp prices Reliability and speed of delivery Userfriendliness payment Delivery options Extra measures and security payment Simple and flexible return policy Userfriendliness website Broad assortment Level of product information Friendly and fast service Fun promotions and actions Number of payment options Accessibility client service Expertise customer care Has quality label(s) Q&A Mobile friendly Store payment details Beautiful design Offers inspiration

Price & convenience are key

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Ideal Webshop

Free delivery @home and track & trace are must haves

84% 69% 59% 48% 47% 30% 21% 17% 16% 16% 16% 14% 6%

0% 20% 40% 60% 80% 100% Offers free delivery Delivery @ home Offers track & trace Communicate exact time of delivery via email, sms or app Allows you to choose when and where goods are delivered Possibility to deliver next day Option to pick up in local corner store Possibility of same day delivery Pick up point in supermarket where you usually go Uses as compact boxes as possible Shipped with a shipping company

• f choice

Option to pick up @ post point Possibility to pick up in lockers / pack machine

DELIVERY

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Ideal Webshop

Speed and reachable via email are top

• f the list

73% 68% 57% 53% 48% 46% 33% 22% 21% 12% 7%

0% 20% 40% 60% 80% 100% Fast reaction Reachable via email Competent staff Reachable via phone 24/7 accessible Clear complaints procedure Reachable via chat Has a call back option Extensive Q&A section Possibility to communicate via social media Possibility to communicate via WhatsApp or other messenger …

CUSTOMER CARE

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Ideal Webshop

70% 58% 57% 52% 43% 30% 29% 29% 26% 21% 20% 9% 2%

0% 20% 40% 60% 80% 100% Gratis retourzending Vermeldt duidelijk alle bijkomende kosten Stuurt een bevestiging van de bestelling Heeft meerdere betaalmogelijkheden Werkt met een beveiligde (HTTPS) verbinding Geeft zelf retourformulier en etiket mee Heeft een helder en duidelijk koopproces Flexibel retourbeleid Geeft je een redelijke bedenkingstermijn/retourtermijn Komt bij een retour zelf het pakket

• phalen

Laat je toe om aankopen te doen, zonder verplichte registratie Mogelijkheid om mijn betaalgegevens op te slaan Geeft de optie om via Facebook te betalen

Free return, transparency and confirmation of

• rders are most

important

PAYMENT & TERMS

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Ideal Webshop

Sharp prices are important As is full product information

WEBSITE CHARACTERISTICS

70% 51% 47% 41% 40% 38% 34% 33% 32% 28% 13% 12% 10% 4%

0% 20% 40% 60% 80% 100% Sharp prices Clear pictures of each product Clear and complete product descriptions An easy to understand website Broad offer Fun actions and promotions Efficient search engine Frequent actions and promotions Filters allowing you to easily find what you want Allows for easy comparison between products Has a wish list function Mobile friendly site available Suggests similar or relevant additional products Allows to share easily on social media

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Ideal Webshop

Deal confidentially with customer data

SECURITY & TRUST

65% 59% 57% 47% 44% 41% 37% 30% 27% 21% 13%

0% 20% 40% 60% 80% 100% Deals confidentially with your data Is sufficiently protected against hacking Does not send unwanted publicity Has a clear guarantee policy Works with https (3D secure or MobilePay) Offers reviews from other customers Has a quality label Has a clear privacy policy Has a physical store I can visit Remembers your preferences Allows to store a detailed personal profile

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# 10 The olympic minimum for webshops

Gives right to play Does not necessarily differentiate!

FAST RELIABLE FLEXIBLE SHARP PRICES SAFE PAYMENT TRANSPARENT

!

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# 11 So what could be differentiators? INSPIRATION DESIGN MOBILE FRIENDLY CLIENT SERVICE PERSONALIZATION QUALITY LABEL

Into the minds & hearts of online shoppers

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14%

New Convenience Shopper Smart shopper

19% 21%

Fun & Social Shopper

21%

Careful Shopper

24%

Inspiration Shopper

Carefree Controlled Experience focus Practical focus

32 14%

New Convenience Shopper Smart shopper

19% 21%

Fun & Social Shopper

21%

Careful Shopper

24%

Inspiration Shopper

Carefree Controlled Experience focus Practical focus

Buy less online Buy more online Careful Shoppers Inspiration Shoppers Fun & Social Shoppers Smart Shoppers New Convenience Shopper

Careful Shoppers

Segment size:

21%

• Attach more importance to

physical presence

• Need staff / service
• Tactile experience is key
• Sceptical about safety
• Like quality labels
• All in all, limited enthusiasm

about online shopping

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Lowest

Purchase Frequency

Buy more often

Tickets for concerts / movies Travel

• Overrepresentation of
• 55-65
• Lower educated

Inspiration Shoppers

Segment size:

24%

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Highest

Purchase Frequency

Buy more often

Shoes, Games, Pet products

• On top of new trends
• Give advice to others
• Follow favourite brands
• Share purchases on social media
• Quality more important than

price

• Want to pay extra for same day

delivery

• No concerns sharing payment

details

• Mobile = important
• Active lovers of online shopping
• Overrepresentation of
• Men
• 35-44
• Urban

Fun & Social Shoppers

Segment size:

21%

35

Average

Purchase Frequency

Buy more often

Concert & Movietickets

• Shopping = social
• Online shopping is lonely
• Heavy social media users
• Share purchases / follow

brands

• Online shops can be inspiring but

real shops are still more fun

• Overrepresentation of
• 18-24 & 25-34
• Suburban

Smart Shoppers

Segment size:

19%

36

Average

Purchase Frequency

Buy more often

Airplane tickets; music; film; home / garden pet articles; sports gear

• Tech, offer & price savvy
• Compare
• Safety measures!
• Online reviews important
• Like quality labels
• Low interest social media to

share purchases or follow brands

• Overrepresentation of
• 55-65
• Men
• Higher educated

New Convenience Shopper

Segment size:

14%

37

High

Purchase Frequency

Buy more often

Fashion; Books; Beauty & Health; Shoes; Electronics; Home & Garden decoration

• Very pragmatic, no-nonsense
• Online shop = inspiration
• Look for products fitting their
• wn, individual style
• Brand loyal but sometimes

impulsive

• No big safety concerns
• Overrepresentation of
• 18-24
• Women
• No kids
• Higher educated

Thanks to these partners!

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Contacts

Tom Meere Tom.Meere@why5research.com +32 477 977 032

Markgravelei 129 2018 Antwerp Belgium

• ffice@why5research.com

www.why5research.com

SafeShops.be

Greet Dekocker Greet@SafeShops.be +32 476 992 940

Kapelsesteenweg 195 2180 Ekeren Belgium info@SafeShops.be www.SafeShops.be