bettina heger - inproces

European Young Generation E-commerce Study

Insights on the online shopping behaviours of young e-shoppers in 5 European countries

DPD Group & InProcess

sept 7, 2016

Cross Boarder Event Utrech 2

What did the study entail?1. Methodology40 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 respondentfor 1 week following study

Qualitative research by ethnographers• In-depth observations of real lived experiences• Understanding the emotions of participants• Reveals what participants do, not just what they say• Goal is not to be representative, but to explore and reveal a variety of practices

sept 7, 2016


Who are they?2. Motivations and attitudes regarding e-shopping

Expertise

Social media

Multi-channel

Multi-device

sept 7, 2016


What draws this target to online shopping? 2. Motivations and attitudes regarding e-shoppingThe 3 C’s: Convenience – Choice - Cheap

“Online shopping is more fun, it’s more comfortable, no bags to carry along. You can have a look at the products while being relaxed.” – Theodora, Germany

Online shopping behaviour: behavioural profiles2. Motivations and attitudes regarding e-shopping

sept 7, 2016


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

sept 7, 2016


ACCEPTS RISK

REFUSES RISK

INSPIRATION TOOL

PIONEER EASY-GOING

LOOK OUT SECURITY

Online shopping behaviour coloured by cultural & economic context2. Motivations and attitudes regarding e-shopping

Autonomous shopping to find the best deal (result of discount culture x in-store independence)

PIONEER EASY-GOING

LOOK OUT SECURITY

sept 7, 2016


ACCEPTS RISK

REFUSES RISK

INSPIRATION TOOL

PIONEER EASY-GOING

LOOK OUT SECURITY


High prevalence of online shopping (daily routine)Confident shoppers and early adopters of new consumer trends

PIONEER EASY-GOING

LOOK OUT SECURITY

sept 7, 2016


ACCEPTS RISK

REFUSES RISK

INSPIRATION TOOL

PIONEER EASY-GOING

LOOK OUT SECURITY


Pragmatic and highly secured e-shopping strategies

PIONEER EASY-GOING

LOOK OUT SECURITY

sept 7, 2016


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)

PIONEER EASY-GOING

LOOK OUT SECURITY

sept 7, 2016


ACCEPTS RISK

REFUSES RISK

INSPIRATION TOOL

PIONEER EASY-GOING

LOOK OUT SECURITY


Pragmatic online behaviours to avoid dealing with heavy bureaucratic procedures

PIONEER EASY-GOING

LOOK OUT SECURITY

Emotional Roller Coaster3. Online shopping experience and customer journey (synthesis)

sept 7, 2016


Getting inspired

Searching / Browsing

LoggingIn

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

sept 7, 2016


Getting inspired

Searching / Browsing

LoggingIn

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 ofmissed

deliveries

Lookingfor simplification

No returns:too difficult

too expensive

Logging-in can be a major obstacle

Returnsas a

strategy

Emotional Roller Coaster3. Online shopping experience and customer journey (synthesis)

sept 7, 2016


4.1 A generation empowered by finding good deals• Shoppers armed with tools to look for the best price • Shoppers persuaded by a good deal• The best price sometimes comes at a price: need to make compromises • A need for transparency to avoid pricing surprises

sept 7, 2016


sept 7, 2016

Cross Boarder Event Utrech 14sept 7, 2016


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

• A need for tools to help wade through the choices available online• A desire for an experience customized to me• A lack of choice where it matters (delivery options, payment methods)

sept 7, 2016



4.3 An insecurity that requires tactics of reassurance • Certain products that require offline confirmation• Advice and reviews an important element of reassurance• Easy, free returns to increase confidence• Payment modes: from risk to a line of defence

sept 7, 2016



4.4 From strong investment to delayed satisfaction after the click• Shoppers invested in the process throughout the browsing steps• A let-down after the click, feeling of abandonment and lack of control• A desire for immediate gratification• When in danger, good customer service easily overcomes threats to satisfaction

sept 7, 2016



4.5 Chasing deliveries threatens the convenience of online shopping• A current lack of transparency and flexibility that results in increased effort and

missed deliveries• The locker system: a solution that fits easier into my lifestyle• Ideal delivery experience is a product delivered to me, when and where I want it

Thank you !

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