the safeshops inside e-shopping report 2017€¦ · i just love it. i come home around 10pm, and...
TRANSCRIPT
The Safeshops Inside E-Shopping Report 2017
Presents03/05/2017
Thanks to these partners!
2
The researchWhy and how?
4
The researchWhy?
01
Develop and share real insights into online
shopping
Support Safeshops Awards with objec�ve
screening of webshops
Awards by shoppers, not “industry experts”
Equal chance for all to win
5
The researchHow?
02
Qualita�ve
Quan�ta�ve
1
2
2 phases
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The researchHow?
02
• 5 focus groups:
• Men & women
• 18-65
• FR & NL
• Online shoppers
• Di%erent categories
1 QUALITATIVE RESEARCH
Deep dive
Understand what makes sense to measure
Qualita�ve screening of par�cipa�ng webshops
Explore
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The researchHow?
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2
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 op2ons
4. Easiness and 4exibility of return policy
CLIENT SERVICE 1. Accessibility client service
2. Exper2se
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 informa2on
4. Pricing
5. Promo2ons & ac2ons
6. Mobile friendliness
7. Assortment scope
8. Quality labels
9. Inspira2on power
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The winners!
A few key figures
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#1
Surfing Buying
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
8%1%
21%
2%
44%
17%
18%
40%
9%
39%
Less than monthly Monthly Weekly Daily Several 2mes a day
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
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
38%
59%
3%
I think I will buy less online
next year
I don't think my buying behav-
ior will change
I think I will buy more online
next year
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# 3
Concert & movie 2ckets
Travel
Fashion
Books
Airplane 2ckets
Movie & music
Shoes
Electronics
Beauty & Health
Games
Pet products
Home / garden / pet
Food & beverages
Sports gear
Home & garden decora2on
Pharma
Finance
Home & Garden furniture
Jewelry
0% 5% 10% 15% 20% 25% 30%
26%
24%
24%
22%
21%
16%
16%
15%
14%
13%
11%
10%
8%
7%
7%
6%
5%
4%
3%
Most bought
1. Concert/filmtickets2. Travel3. Fashion4. Books5. Airplane tickets
Least bought
6. Jewelry7. Furniture8. Financial products9. Pharma10.Home & garden
decoration
How often do you buy … online?
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# 4
83%Laptop or PC
11%Smartphone
Which device do people use most often when shopping
online
16%Tablet
15
44 % ALWAYS reads reviews
before buying
# 5
47 % NEVER writes one
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# 6
Belgians prefer to shop in their own language
North (N=305) Brussels (N=55) South (N=1620%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
77%
44%
19%
26%
76% 77%
49%
58%
40%
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
75.00% 25.00%
Yes No
Do you sometimes buy products abroad
Netherlands
France
Germany
UK
China
USA
Canada
Middle East
African countries
Other
0% 10% 20% 30% 40% 50% 60% 70%
59%
43%
36%
34%
31%
23%
4%
1%
0%
8%
The large majority of Belgian online shoppers buys abroad once in a while
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# 8
Home or other address
Pick up point
In the store
In a locker
0% 20% 40% 60% 80%
76%
19%
4%
1%
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
PaymentUndamaged 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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# 10The ideal webshopWhat do people want?
1.
LAY-OUT &
OVERVIEW
2.
EFFICIENT
SEARCHING
3.
ENOUGH
FILTERS
4.
TRANSPARENC
Y 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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IdealWebshop
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
of choice
Option to pick up @ post point
Possibility to pick up in lockers /
pack machine
DELIVERY
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IdealWebshop
Speed and reachable via email are top of 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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IdealWebshop
Gra2s retourzending
Vermeldt duidelijk alle bijkomende kosten
Stuurt een beves2ging van de bestelling
HeeN meerdere betaalmogelijkheden
Werkt met een beveiligde (HTTPS) verbinding
GeeN zelf retourformulier en e2ket mee
HeeN een helder en duidelijk koopproces
Flexibel retourbeleid
GeeN je een redelijke bedenkingstermijn/retourtermijn
Komt bij een retour zelf het pakket ophalen
Laat je toe om aankopen te doen, zonder verplichte registra2e
Mogelijkheid om mijn betaalgegevens op te slaan
GeeN de op2e om via Facebook te betalen
0% 20% 40% 60% 80%100%
70%
58%
57%
52%
43%
30%
29%
29%
26%
21%
20%
9%
2%
Free return, transparency and confirmation of orders are most important
PAYMENT & TERMS
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IdealWebshop
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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IdealWebshop
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 playDoes not necessarily differentiate!
FAST
RELIABLE
FLEXIBLE
SHARP PRICES
SAFE PAYMENT
TRANSPARENT
!
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# 11So what could be differentiators?
INSPIRATION
DESIGN
MOBILE FRIENDLY
CLIENT SERVICE
PERSONALIZATION
QUALITY LABEL
Into the minds & hearts of online
shoppers
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34Buy less online Buy more online
Ca
re
ful
Sh
op
pe
rs
Insp
ira
tio
n
Sh
op
pe
rs
Fu
n&
So
cia
lS
ho
pp
ers
Sm
art
Sh
op
pe
rs
New
Co
nv
en
ien
ce
Sh
op
pe
r
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
35
LowestPurchase Frequency
Buy more oftenTickets for concerts / movies
Travel
• Overrepresentation of• 55-65• Lower educated
Inspiration Shoppers
Segment size:
24%
36
HighestPurchase Frequency
Buy more oftenShoes, Games, Pet products
• On top of new trends• Give advice to others• Follow favorite 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%
37
AveragePurchase Frequency
Buy more oftenConcert & Movie�ckets
• 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%
38
AveragePurchase Frequency
Buy more oftenAirplane �ckets; music; Blm;
home / garden pet ar�cles;
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 ConvenienceShopper
Segment size:
14%
39
HighPurchase Frequency
Buy more oftenFashion; Books; Beauty &
Health; Shoes; Electronics;
Home & Garden decora�on
• Very pragmatic, no-nonsense• Online shop = inspiration• Look for products fitting their
own, individual style• Brand loyal but sometimes
impulsive• No big safety concerns
• Overrepresentation of• 18-24• Women• No kids• Higher educated
Now what?
The results and how to work with them
41
Download your copy of this presentation
Talk to us if you have questions!
Detailed reports and data are available: ask a quote
42
Contacts
Tom Meere
+32 477 977 032
Markgravelei 129
2018 Antwerp
Belgium
+32 3 294 76 30
www.why5research.com
43
Online shopping universe
Carefree
Controlled
Experience focus
Practical focus
Ik ben meestal goed op de
hoogte van de kostprijs van de
producten die ik koop
Ik geniet er van om te kuieren
door de winkel en daarbij op
zoek te gaan naar nieuwe
producten
Ik ga steeds opzoek naar de
beste kwaliteit, de prijs is van
ondergeschikt belangAls ik iets koop, is voor mij de
prijs van een product of dienst
belangrijker dan het merk
Ik probeer steeds de nieuwste
trends te volgen
Ik raadpleeg meestal reviews
voordat ik overga tot een
aankoop van een product of
dienst
Ik durf wel eens een impulsieve
aankoop doen
Wanneer ik een merk leuk vindt,
blijf ik dit ook voor lange tijd
gebruiken
Wanneer ik iets koop, vergelijk ik
meestal de prijzen van
verschillende aanbieders
Voordat ik iets nieuw koop, ga ik
eerst te rade bij vrienden en
familie
Ik word vaak om koopadvies
gevraagd
Ik zie mezelf niet echt als een
typische spaarder
Ik koop graag merken die passen
bij mijn eigen stijl
Ik koop liever in een winkel waar
ik gemakkelijk terug terecht kan
met mijn vragen en problemen
Als ik iets koop, wil ik het
product kunnen vastpakken met
mijn eigen handen
Ik vind het niet leuk dat ik mijn
aankoop niet onmiddellijk heb
als ik iets online koop
Ik hou ervan om te gaan
winkelen met vrienden
Ik koop nog altijd het liefst iets in
een fysieke winkel
Naar de winkel gaan, is voor mij
een echte belevenis, het is meer
dan winkelen alleen
Als je iets online aankoopt, weet
je niet exact wanneer je het
uiteindelijk zal hebben (bv niet
thuis bij leveringen)
Als ik op het punt sta om in een
fysieke winkel iets te kopen,
check ik vaak de prijs nog even
online
Als ik iets wil kopen in een
webwinkel, check ik altijd eerst
of deze website een
kwaliteitslabel heeft
Online winkelen is veilig
Als ik online winkel, geeft ik niet
graag de gegevens van mijn
kredietkaart
Webshops zijn in het algemeen
goedkoper dan fysieke winkels
Ik heb meer vertrouwen in een
webshop als die een
kwaliteitslabel heeft
Als ik online shop, mis ik het
sociale contact met andere
mensen
Als ik iets online koop, ben ik
bereid om te betalen voor een
levering op de dag zelf