delivery matters - diy and gardening (2018). understanding ... · 28 delivery matters gardening...

SEEDS

LAWNFEED

TRIPLE ACTION

DELIVERY MATTERS

Understanding online shopper behaviour

2018

DIY and

Gardening

ContentsPart 1: DIY ................................................................................................................. 3

People are sticking with adhesives ................................................ 4

Hammering it home: when, where, why.................................. 6

Online versus in-store: building the case .............................. 8

To get a head start, think about the cart ..........................10

Trust. Delivery. Tracking........................................................................12

Returns: hitting the nail on the head ......................................14

Pulling apart the stats .............................................................................16

Part 2: Gardening .......................................................................................... 18

Popular products: digging deeper ............................................... 20

Spring has sprung ......................................................................................... 22

Online or in-store? ........................................................................................ 24

Who digs online? .............................................................................................26

Think: cart ............................................................................................................. 28

On track for success .................................................................................. 30

Trust Royal Mail to deliver ................................................................. 32

What we learned about returns .................................................. 33

In summary .......................................................................................................... 34

The ‘whys’ about DIY (and the ‘whats’ about gardening)Welcome to Delivery Matters: DIY & Gardening 2018. Part of the 10th annual Delivery Matters Study, this booklet looks in more detail at the kind of shoppers who are handy around the home… as well as those who have green fingers!

For keen DIYers, the research highlights that the average shopper is 45 and more likely to be male and living in a suburban location. Whilst, interestingly, when it comes to gardeners, the average shopper is more likely to be female, 49 years of age, and also living in the suburbs as opposed to the city.

From the most popular products to why people like shopping online versus in-store, the research makes for essential reading… and is a lot easier to get your head around than the instructions for a flat-packed wardrobe!

The first section focuses on DIY enthusiasts, whilst section two is all about those who like gardening.

Delivery Matters DIY 20182 3

70

0

10

20

30

40

50

60

KEY: Online In-store DIY facts: favourite online retailers vs in-store

Amazon eBay Screwfix B&Q Wickes Argos

50%40% 22%

31%31%17% 16%

50%72%

39%

Power tools

39%online (vs 26% in-store )

Building materials

38%in-store (vs 22% online)

Electrical and lighting


Workwear


Hand tools


Nails, screws and adhesives


What DIY shoppers are buying online and in-storePeople are sticking with adhesivesThe three things that DIY shoppers like to buy above all else: nails, screws and adhesives. For 84% of those people surveyed, these were the items that proved the most popular – with 3 in 5 seeing themselves buying more of the same over the next 12 months.

On 67%, hand tools and electrical and lighting products were also popular – with 57% saying they plan to buy even more electrical and lighting items in the next 12 months.

When buying online, Amazon is leading the way on 50%, whilst more recognised names for DIY like B&Q and Screwfix came in joint third on 31%.

Offline, B&Q proved most popular, with nearly 3 in 4 (72%) of shoppers stating they’d paid a visit – and made a purchase – within a 3 month period.


JUNE

OPEN

POSTBOX

RED

Hammering it home: when, where, whyJune. That’s the month most DIYers like to go out (or stay in) and make their purchases. In fact, this lighter, brighter time of year is popular overall, with May and July the other months preferred to pick up a hammer.

Frequency of spend is high, with more than 4 in 5 having bought DIY items more than once in a 3 month period (and around 1 in 5 having actually shopped more than six times for DIY products either online or in-store).

And what about where DIY enthusiasts like to shop? A slightly higher proportion of people (1 in 3) prefer going in-store to shopping online, largely because being able to see the physical product is important. For 3 out of 10 people, buying online was preferred, due to the convenience of shopping in their own time, along with a wider choice of products.

79%of DIY shoppers like

to see the physical product

59%of DIY shoppers like to browse

32%of DIY shoppers like

the convenient location

Why DIY shoppers prefer to buy in-store

Younger vs older

Younger shoppers (18-34) are more likely to prefer shopping online

than their older counterparts (55+) 36% vs 21%

30%of DIY shoppers like being able to ask staff for advice

DIY FactsDIY shoppers make almost five times as many purchases in June (46%) than in December (8%), with April to August being the biggest spending months of the year.


BUY

What would encourage DIY shoppers online?

Free Returns

Collect in-store

vs

Online versus in-store: building the caseWith more than a quarter of shoppers preferring to shop online (rising to 36% in younger shoppers aged 18-35), it’s clear that the ease of comparing prices (56%) and having the item delivered (42%) are contributing factors to this changing behaviour.

Above all else, offering a competitive price (61%) and having the items they want in stock (48%) are key to encouraging people to shop online more in the future.

Spend by channel Over 4 in 5 shoppers have

purchased DIY items more than once in a 3 month period

DIY TipThere’s nothing more frustrating than missing a much-anticipated delivery. With 22% of DIY shoppers wanting the option to collect items ordered online, offer your customers Royal Mail Local Collect® to provide them with the option to collect their item from a local Post Office®.

56% 43% 28% 27%say being offered free delivery on all items

say being offered free returns

say having the option to collect in-store

say being provided with clear delivery charges

In-store DIY spend

£134

Online DIY spend

£151

Why DIY shoppers prefer to buy online

56%of DIY shoppers find comparing

prices online easier

61%of DIY shoppers find there

is more choice online

62%of DIY shoppers can

purchase in their own time


8 in10

To get a head start, think about the cart

have abandoned their cart when shopping for DIY items

45% 37% 35% 25%abandoned their cart

because of the delivery charge

abandoned their cart because they found a better deal elsewhere

abandoned their cart because the item wasn’t in stock

abandoned their cart because the delivery time

was too long

Why DIY shoppers abandon their cart

With DIY, as with other retail sectors, cart abandonment remains a key factor; so, hopefully by knowing more about why, it can make it less likely to happen in future.

The good news is, just under a third of shoppers abandon their carts frequently when shopping for DIY items. Price is the motivating factor, with 45% unhappy with the delivery charge and 25% finding the delivery time too long.

Once the cart has been abandoned, 35% of shoppers go on to buy the same item with a different online retailer, 20% go into a physical store to purchase and 19% buy the item at a later date on the same website they were on in the first place.

44%of 18-34s frequently abandon their cart (vs 24% of 35-54s)

purchased the item at a different

online retailer

went into a store

to purchase

purchased at a later date from the same website

purchased a different item

in-store

not looking to purchase so didn’t buy

What shoppers did next after abandoning their cart...

35%20% 19%

8% 6%

How many shoppers abandon their cart?


DIY Tip28% of DIY shoppers are encouraged to shop more online if they are kept informed on the progress of their delivery. And 64% want to track every item they buy. Royal Mail Tracked® will provide the extra reassurance shoppers crave to buy online.

Trust. Delivery. TrackingSending DIY-related items in the post? Make sure you choose a delivery partner that people know and trust.

Royal Mail tops the list for both awareness and trust (on 91% and 37% respectively).

The expectation of free delivery is high, with 41% of DIY shoppers expecting it every time they place an order – however, 53% of those surveyed are prepared to pay more for the convenience that home delivery affords.

And when it comes to shopper confidence, it’s a good idea to offer tracking – 71% are more confident when ordering online with tracking, and 64% would track every item they ordered if the service was available to them.

64%would track every item they order if the service

was available

41%always expect free delivery

12%

44%would only track

items that were of a higher value

expect free delivery over £30

30%expect free delivery over £20


71%are more confident

when ordering online with tracking

The importance of tracking

Royal Mail is the most trusted carrier among DIY

shoppers scoring 37%.

The only carrier to score over 10%.


Fashion Facts

DIY FactsWith the most common reason for a return being the item not working properly or being faulty, Royal Mail Tracked Returns® will provide a choice of 24 and 48 hour speeds and the end to end tracking to ensure the item can be refunded or replaced quickly.

When we order a DIY-related item, it’s pretty important that it works the way it should.

For 31% of DIY shoppers, a faulty product was the reason they sent it back. Other reasons given for returns include item no longer needed (26%), better price available elsewhere (23%) and a product not being as described (21%).

Returns: hitting the nail on the head

have returned a DIY item in a 3 month period

29%of those aged 18-34

8%of those aged 55+

43%of DIY shoppers would be encouraged to shop online

if the retailer has a free returns policy

Younger vs older

Rate and reasons for returns

31%returned an item

because it was faulty

26%returned an item because it was no longer needed

24%returned an item because

it was not as expected

16%of DIY shoppers have returned

an item they bought online during a 3 month period23%

returned an item because a better price was

available elsewhere


FREE

OPEN

OPEN

NAILSSCREWS

Pulling apart the statsSo, what does this important research actually tell us? Well, that DIYers will always need things to stick things together – with nails, screws and adhesives by far and away the most popular products purchased.

What else we can see: slightly more DIY shoppers prefer going in-store than going online, with the main reasons being 1) seeing the physical product, 2) browsing and 3) the convenience of where the shop is located.

As to what would encourage more people to shop online, free delivery and returns is a key factor – after all, people always like a) saving money and b) real convenience.

Hopefully this research has given you a snapshot of who DIY shoppers are, what they want and what would encourage them to shop more. Take these key learnings on board and start to build an even brighter future for your business.

Turn over for our gardening section >


Average spend in a 3 month period

The average gardening shopper

£118Average spend online

£103Average spend in-store

vs

and more likely to be a female living in a suburban location

years oldis49

SEEDS

Delivery Matters Gardening 201818 19

Great research for the great outdoorsIn this second section, we delve down into greater detail about gardening shoppers: who they are, what they like and what would encourage them to shop more.

The research shows us that the average garden product shopper is aged 49, more likely to be female and live in a suburban area. What else we can see: that 2 in 3 (66%) of those that purchased garden products over a 3 month period fell into the ABC1 category.

From the most popular products to most popular retailers, preference for shopping online or in-store, rate and reasons for returns and much more besides, this report tells you all you need to know about the most green-fingered shoppers of all. Keep reading to find out more.


At 90%, plants, seeds and bulbs are the most commonly purchased gardening items – both in-store as well as online. And their popularity is set to continue to grow, with 78% of shoppers saying they see themselves buying even more of them over the next year.

But where are they buying them from?

For physical shops, B&Q is the store that gardening shoppers are most likely to have visited in a 3 month period – nearly 6 in 10 have shopped there. Whilst online, just over half of shoppers purchased garden products from Amazon in a 3 month period – making it the most popular retailer bought from online.

Popular products: digging deeper

0

10

20

30

40

50

60

KEY: Online In-store Gardening facts: favourite online retailers vs in-store

Amazon Argos B&Q Wilko Homebase Wyevale

51%

20%23%

16%20% 13% 5%

56%

22% 40%30%

Garden power tools


Handtools


Plants, seeds and bulbs


Sheds and storage


Watering/hoses


Lawn and plant care


What gardening shoppers are buying online and in-store

MAR APR MAY

JUN JUL AUG

SEP OCT NOV

DEC JAN FEB


Although frequency of spend is higher in-store, gardening shoppers have spent more online in a 3 month period

£103£118 vs(in-store)(online)

Spring has sprungPerhaps unsurprisingly, at 46%, April and May are the most popular months for gardening shoppers to buy (whilst December comes lowest on only 2%). When it comes to where they are doing their buying, frequency of purchase is significantly higher in-store – however, shoppers actually spent more online over a 3 month period.

In terms of age, younger shoppers are likely to be more frequent in their purchasing habits across both online and in-store – and are also likely to spend more money.

When do sales grow? Spring

31% 46% 46%

Summer

38% 26% 19%

Winter

2% 4% 10%

Autumn

17% 9% 3%

Gardening FactsAlthough gardening shoppers prefer to shop in-store (36% vs 17% online), it’s clear that the convenience of buying online in their own time (67%) combined with free delivery (54%) are key to encouraging more online spend all year round.

Younger vs Older

Younger shoppers tend to shop for garden products across a larger range of stores

(18-34 have shopped on average 3.8 times vs 2.4 for 55+ over a 3 month period)

BUY

Why shoppers prefer buying in-store


like to see the physical product86%

67%prefer to shop in-store,

because they like to browse

Online or in-store?Perhaps unsurprisingly, most gardening enthusiasts prefer to do their shopping in-store. In fact, only 17% of those surveyed expressed a preference for shopping online. Of those that did, the ability to be able to make purchases in their own time was the main reason (67%), whilst cheaper prices and being able to compare prices more easily, came joint second (58%).

For the 36% who prefer to buy in a shop or garden centre, being able to see the physical product came out on top (86%), next came the ability to browse (67%) and then the enjoyment of actually physically going to garden centres with the family (49%).

24%of younger shoppers

would be encouraged to buy more online with a

user friendly app

Gardening FactsThe average gardening shopper has purchased 3.5 items in-store in a 3 month period vs 3 items online. In a 3 month period younger shoppers (25-34) spend twice as much online as older shoppers (55+) at £180 vs just £81.

like to visit garden centres with their family

49%

like to be able to ask a member of staff for advice

14%

ORGANICPOTTING

SOIL


shop online for the lowest prices

58%

shop online as there is more choice

shop online because it’s difficult to get to a store

54%

21%

Who digs online?So, we’ve already seen that, for the majority of gardening shoppers, they more frequently go into a store to find the items they want. But what would encourage them to venture more online?

From a retail point of view, 59% of respondents put price at the top of the consideration list – whilst, at only 14%, the availability of a user-friendly app was largely irrelevant although, to those aged between 18-34, it was far more appealing (24%). Looking at delivery, typically, free delivery (on all items) was way out in front (54%), followed by free returns policy (39%) and free delivery on purchases over a particular value (31%). Fact: female shoppers place more emphasis on having free returns policies (43% vs 34% for males).

40%85% vsWomenMen

Men are much more likely to prefer shopping online for cheaper prices

54% 39% 28% 27%

Free Returns

say free delivery on all items

say being offered a free returns policy

say being offered tracking to inform them of the

progress of their delivery

say having a good level of customer service

What would encourage gardening shoppers online?

Why do gardening shoppers prefer buying online?

What shoppers did next after abandoning their cart...

purchased at a later date from the

same website

went into a store

to purchase

purchased the item with a different online retailer

bought a different item

in-store

not looking to purchase so

didn’t buy

25% 25% 21%7% 7%


Think: cartThe number one reason given in the survey for gardening shoppers abandoning a cart? Delivery charges. So, it really does pay if your business offers delivery for free.

Other reasons for abandonment: 1 in 3 gave up because they were just browsing, which was the same amount of people (33%) who abandoned due to being interrupted when placing their order. Whilst, for 32%, it was the fact they found a better deal somewhere else.

vs 6%Older

14%Younger

81%of gardening shoppers have

abandoned a cart

What shoppers do after abandoning their cart...

Younger shoppers (18-34) are more likely to go into store and buy something different

Women are more likely to purchase the item at a later date on the same website

vs 19%Men

30%Women

43% 33%abandoned their cart

because of the delivery charge

abandoned their cart because they were

just browsing

Why gardening shoppers abandon their cart

33%were interrupted when

placing their order

29%abandoned their cart

because the item wasn’t in stock

Stock

0


Tracking is highly valued amongst gardening shoppers, with 64% being more confident to place an order online that they can track. In fact, 57% would track every order if the service was available.

What kind of things do people want to keep tabs on? For almost half of shoppers (46%) it’s items that are higher in value – things like gardening tools (although hoses and bulbs can be expensive too).

At the end of the day, for shoppers, information is key, with 27% encouraged to shop online more if they were kept up-to-date with where their delivery was at.

would track every gardening order

63% 45%vs

65+ year olds18-24 year olds

On track for success

64%are more confident

when ordering online with tracking

57%would track every item they order if the service

was available

46%would only track items

that were of a higher value

The importance of tracking

Gardening TipsWith a third of gardening shoppers always expecting free delivery and two thirds feeling more confident to order online with tracking, make sure you offer your customers a choice with Royal Mail Standard and Royal Mail Tracked® delivery options.

SEEDS

Royal Mail estimates your item will be delivered tomorrow between 9-11am


What we learned about returnsPerhaps it’s because of the types of item being purchased or maybe keen gardeners spend a long time thinking about what they are going to buy before they buy it, but at just 8%, the rate of return for gardening products is low.

For 26% of those who made a return it was due to the item arriving damaged. 23% were unhappy with the performance and/or quality of the item in question and 21% were unimpressed that the product ordered turned up later than expected.

Of those that returned an item who is returning the most?

29%18-34 year olds

12%35-54 year olds

vs

Trust Royal Mail to deliverAs with DIY shoppers, there’s one name that stands out amongst gardeners when it comes to delivering trust – and that’s Royal Mail. 37% of those surveyed named Royal Mail as the carrier they trusted the most.

Again, when gardening shoppers were questioned about attitudes towards free delivery, they responded in a similar way to DIYers, with 36% expecting free delivery at all times. The convenience of home delivery was similarly valued, with 48% of those surveyed prepared to pay more for the service.


36%always expect free delivery


Gardening FactsIt’s important to make your returns process easy and accessible. Royal Mail Labels to Go will let your customers download a QR code onto their mobile from our returns portal and drop their item into any Royal Mail Customer Service Point or Post Office® branch to have their Tracked Returns label printed.

Royal Mail

is the most trusted carrier among

gardening shoppers scoring 37%.

3 times more than their closest competitor

at 13%

OPEN

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FREE

SAVE£Delivery Matters Gardening 201834 35

In summarySo, what does the research actually tell us? In general, those buying a gardening item prefer to shop in-store than online (36% vs 17%) – although it’s interesting to note that online spend is actually substantially greater over a 3 month period (£118 vs £103 in-store).

Plants, seeds and bulbs are the things shoppers are buying the most (on and offline) and nothing looks like changing much over the next 12 months.

Free delivery continues to be a big motivating factor for shoppers and the number one thing that would encourage more people to shop for gardening items online. The stats: 1 in 4 would choose to switch retailer if free delivery is not offered, whilst 22% would spend the required amount to qualify for free delivery.

Younger gardening enthusiasts have a larger repertoire of retailers they buy from (on and offline) and, in terms of awareness and, crucially trust, Royal Mail continue to lead the way.

Use the key learnings found in this booklet and hopefully you’ll see your business grow, blossom and bloom in the months and years ahead.

SEEDS

Fleur’s

Flowers

OPEN

About this research

Independently conducted by Trinity McQueen, this research was based on a sample group of 12,000 UK online shoppers. They completed a 8-minute survey, optimised for mobile and tablet devices, between 30th August-5th September 2018. This research is representative of shoppers that bought gardening & DIY items online or in-store in the UK.

Royal Mail servicesRoyal Mail Special Delivery Guaranteed® Next day by 9am or by 1pm

Royal Mail Tracked 24® and Royal Mail Tracked 48® Peace of mind for delivery next day or 2-3 days

Royal Mail 24® and Royal Mail 48® Great value everyday delivery

Royal Mail Tracked Returns® Make returns easy for shoppers if they change their mind

Labels to Go Make mobile returns easy for shoppers without a printer

Local Collect® Offer shoppers a click & collect option at the Post Office®

For more information on our products or services, please call Business Sales on 08457 950 950*.

Textphone users can dial direct on 03456 000 606 and we welcome Typetalk calls.

* Calls may be recorded, monitored and used for training and compliance purposes. Calls cost 5p per minute plus your telephone company’s network access charge.

Royal Mail and the cruciform are trade marks of Royal Mail Group Ltd. © Royal Mail Group Ltd 2019. All rights reserved. Royal Mail Group Ltd, registered in England and Wales, number 4138203, registered office: 100 Victoria Embankment, London, EC4Y 0HQ.

delivery matters - diy and gardening (2018). understanding ... · 28 delivery matters gardening...

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