ROPO in Poland
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ROPO in Poland

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ROPO in Poland ROPO in Poland Presentation Transcript

  • The  mul(ple-­‐branch  research  of   ROPO  effect   The Internet as a deciding source of the information in the purchase process
  • Methodological  note The research was   conducted   by   IMAS   Interna(onal   Company   on   5-­‐12   of   May   2011,  using  CATI  telephone  interviews  on  a  sample  of  n  =  1000  adult  Poles.  The  selec(on     of   respondents   was   carried   out   using   the   random-­‐quota   method,     which   generated   numbers   of   phones   using   RDD   (random   digit   dialing)   and   then   obtaining   a   certain   number   of   respondents   appointed   by   the   variables:   gender,   age,   educa(on,   region   and   size   of   the   city.     The   research   is   representa(ve   for   the   adult   popula(on   of   Poles  living  in  Poland.      
  • The introduction For some time, the marketing world is Our goal was to establish in which fascinated by the results of some branches the Internet is a decisive research, that provide lots of examples source of the information about the about relationships between searching the products. information about the products in the Internet and buying them in the real world. In contrast to the previously published studies based on a research of only the ROPO effect (Research Online, part of the market (for example ROPO Purchase Offline) describes a part of effect only in Retail or Travel Section), the purchase behavior, which involve aim of our study was to provide a wide searching information about the products information and facts. We wanted to in the Internet, and then purchase them at establish in which industries the ROPO the real shop. effect occures and how strong it is.       View slide
  • What the report is about We studied the purchase behaviour connected with 25 different branches, beginning from buying books through the Internet, the music, the electronic equipment to the financial products and the car accessories. Presenting results of this study, we want to show what is the way of purchasing these products and what is the main source of the information about them. View slide
  • How we studied ROPO?We decided to divide the purchasingprocess in two dimensions. Online shopping. Online shopping, The Internet as a the decision  based   decisive source of•  The first dimension is determined by on  the  data  offline. the information. the place of purchase - online or offline.•  The second dimension concerns the main source of the information. Traditional We researched where the client shopping. Traditional searches the main information about The Internet as a shopping, decisive source of the decision  based   the product, MAINLY online or offline the information. on  the  data  offline. (ROPO)Based od 1000 similary interviews weprepared the list, which clearly assignsthe purchase to one of the four group. The  direct  impact  of  the  Internet  on  total  sale.  
  • The following example will ilustrate how our research looked like: Meet Marysia, she likes shopping.
  • CONVERSATION WITH MARYSIA •  It was a May afternoon… •  We  asked  Marysia,  whether  in  the  last  twelve  months  has   bought  clothes  or  shoes. She answered: YES!   We established that in the last year, 88% of our responders bough clothes or shoes.  
  • CONVERSATION WITH MARYSIA Next,  we  asked  if  she  remember  her  LAST  purchase  of  clothes  or  shoes  (whatever  it  was). Did you buy a thing throuht the Internet or in a traditional way? In a traditional way – I went do the shop and I bought a thing. 95% among all the customers, bought clothes or shoes in a traditional way (offline).
  • CONVERSATION WITH MARYSIA How did you get the information that helped you to decide what to buy? I was talking with friends, looking through the newspapers and the Internet… OK. Which of these sources of the information had the biggest influence on your purchase? The Internet. When I came across ‚that thing’, I just had to have it. About clothes or shoes, the Internet is the main source of the information, for 4,1% of all buyers.
  • THE RESULTS
  • 25 shopping areas Which of these products did you buy personally at least onceThe responders gave their in the last 12 months?opinion about a very popularand often buying products lekarstwa lub artykuły medyczne 91% odzież/obuwie 88%(clothes, shoes, cosmetics) kosmetyki lub środki do pielęgnacji 88%and products whose are ubezpieczenie OC/ AC 51%buying rarely such a photo książki 50%equipment, computer software zabawki 50%and others. meble lub elementy wyposażenia domu 48% bilety do kina lub na różne wydarzenia 45% telefon komórkowy lub abonament telefonu 42% małe AGD (np. żelazka, czajniki, patelnie) 42%Further analysts are based on dodatki do odzieży (np. biżuteria, zegarek) 39%people who bought something części samochodowe 39%in the last 12 months. akcesoria samochodowe 39% sprzęty sportowe lub turystyczne 31% bilety lotnicze lub kolejowe 25% urządzenia RTV - np. telewizor, radio, wieża 25% wyjazd urlopowy lub wycieczka zagraniczna 24% duże AGD (np. pralki, lodówki, zmywarki) 22% muzyka na CD lub w postaci pliku mp3 22% film na płycie DVD lub Blue-Ray 22% podzespoły lub akcesoria komputerowe 21% kredyt lub pożyczka bankowa 18% oprogramowanie lub gry komputerowe 18% rezerwacja w pokoju hotelowym 13% aparat fotograficzny lub kamera 13%
  • Medicines nad medical products The decisive source of the information: online offline Purchase online 0,8% 1,4% The most important offline 0,3% information collected offline The Internet has a direct impact and purchase on 2,5 % of total sales offline. n=904  buyers   97,6% The  most  frequent  sources  of  the  informa=on:  offline   Too  liVle  basis  to   Friends/family     present  a  graph  of   I  decided  in  the  shop,  during  shopping   selected  sources  of  online     informa(on  . From  the  salesman     I  had  the  knowledge  from  the  previous  shopping  
  • Clothes and shoes The decisive source of the information: online offline Purchase online 2,4% 2,4% offline The most 1,7% important information collected offline The Internet has a direct impact and purchase on 6,5 % of total sales offline. n=881  buyers   93,5% The  most  frequent  sources  of  the  informa=on:  online   The  most  frequent  sources  of  the  informa=on:  offline    Internet  auc(on I  decided  in  the  shop,  during  shopping       Web  search  engine The  offer  in  the  shop       Online  store Friends/family     I  had  the  knowledge  from  the  previous  shopping   n=37  searching  online,  n=844  searching  offline  
  • Cosmetics or personal care products The decisive source of the information: online offline Purchase online 1,3% 2,2% The most offline 0,3% important information The Internet has a direct impact collected offline on 3,8 % of total sales and purchase offline. n=876buyers   96,2% The  most  frequent  sources  of  the  informa=on:  online   The  most  frequent  sources  of  the  informa=on:  offline   I  decided  in  the  shop,  during  shopping     Online  store I  had  the  knowledge  from  the  previous  shopping       Web  search  engine I  read  a  leaflet     The  offer  in  the  shop     n=16  searching  online,  n=860  searching  offline  
  • Car insurance The decisive source of the information: online offline Purchase online 2,2% 2,1% The most offline 1,7% important information The Internet has a direct impact collected offline on 6,0 % of total sales and purchase offline n=511  buyers   94,0% The  most  frequent  sources  of  the  informa=on:  online   The  most  frequent  sources  of  the  informa=on:  offline   I  had  the  knowledge  from  the  previous  shopping   Producer  website   From  the  salesman   Web  search  engine   Friends/family   I  decided  in  the  shop,  during  shopping   n=21  searching  online,  n=490  searching  offline  
  • Books The decisive source of the information: online offline Purchase online 7,0% 6,9% The most offline 3,8% important information collected offline The Internet has a direct impact and purchase on 17,7 % of total sales offline 82,3% n=500    buyers   The  most  frequent  sources  of  the  informa=on:  online   The  most  frequent  sources  of  the  informa=on:  offline   I  decided  in  the  shop,  during  the  shopping   Web  search  engine     Friends/family   Online  store     The  other  way   Internet  auc(on   The  offer  in  the  shop   n=26  searching  online,  n=368  searching  offline  
  • Toys The decisive source of the information: online offline Purchase online 4,3% 3,1% The most 1,3% important offline information collected offline The Internet has a direct impact and purchase on 8,7 % of total sales offline. n=498  buyers   91,2% The  most  frequent  sources  of  the  informa=on:  online   The  most  frequent  sources  of  the  informa=on:  offline   I  decided  in  the  shop  during  shopping Web  search  engine     Family/friends Internet  auc(on     The  offer  in  the  shop Online  store   I  read  a  leaflet    n=28  searching  online,  n=470  searching  offline  
  • Furnitures and other home items The decisive source of the information: online offline Purchase online 4,7% 1,6% The most important offline 6,3% information collected offline The Internet has a direct impact and purchase on 12,6 % of total sales offline. n=479  buyers   87,4% The  most  frequent  sources  of  the  informa=on:  online   The  most  frequent  sources  of  the  informa=on:  offline   I  decided  in  the  shop  during  shopping   Web  search  engine   The  offer  in  the  shop   Producer  website   I  read  a  leaflet    Internet  auc(on   Family/friends n=54  searching  online,  n=425  searching  offline  
  • Cinema tickets The decisive source of the information: online offline Purchase online 8,5% 6,7% The most offline important 14,1% information collected offline The Internet has a direct impact and purchase on 29,3 % of total sales offline. n=448  buyers   70,7% The  most  frequent  sources  of  the  informa=on:  online   The  most  frequent  sources  of  the  informa=on:  offline   Friends/family   Web  search  engine   The  television  (ads  or  tv  programs)   Producer  website   I  decided  in  the  shop,  during  shopping   In  the  other  way   The  press  (ads  or  ar(cles)   n=103  searching  online,  n=345  searching  offline  
  • Mobile phones or the subscriptions The decisive source of the information: online offline Purchase online 4,1% 4,7% The most important offline 6,1% information collected offline The Internet has a direct impact and purchase on 14,9 % of total sales offline. 85,0% n=420  buyers   The  most  frequent  sources  of  the  informa=on:  online   The  most  frequent  sources  of  the  informa=on:  offline   I  decided  in  the  shop,  during  shopping   Web  search  engine   From  the  salesman   Producer  website   Friends/family   Internet  auc(on I  had  the  knowledge  from  the  previous  shopping   I  decided  in  the  shop    n=48  searching  online,  n=372  searching  offline  
  • The small household equipment (the iron, the frying pan or other) The decisive source of the information: online offline Purchase online 5,1% 1,6% The most offline 1,2% important information The Internet has a direct impact collected offline on 7,9 % of total sales and purchase offline. n=415  buyers   92,1% The  most  frequent  sources  of  the  informa=on:  online   The  most  frequent  sources  of  the  informa=on:  offline   Internet  auc(on I  decided  in  the  shop,  during  shopping     Online  store The  offer  in  the  shop     Web  search  engine From  the  salesman   I  read  a  leaflet n=27  searching  online,  n=388  searching  offline  
  • Clothing accessories (the jewelerry, watches) The decisive source of the information: online offline Purchase online 4,3% 2,1% The most 2,7% important offline information collected offline The Internet has a direct impact and purchase on 9,1 % of total sales offline. n=394  buyers   91,4% The  most  frequent  sources  of  the  informa=on:  online   The  most  frequent  sources  of  the  informa=on:  offline   Internet  auc(on I  decided  in  the  shop,  during  shopping     Web  search  engine The  offer  in  the  shop     Online  store Friends/family   I  read  a  leaflet   n=37  searching    online,  n=844  searching  offline  
  • The car parts The decisive source of the information: online offline Purchase online 9,0% 5,0% The most important offline 1,7% information collected offline The Internet has a direct impact and purchase on 15,7 % of total sales offline 84,4% n=391  buyers   The  most  frequent  sources  of  the  informa=on:  online   The  most  frequent  sources  of  the  informa=on:  offline   Internet  auc(on From  the  salesman     Web  search  engine The  mechanic,  workshop     Online  store Friends/family   I  decided  in  the  shop,  during  shopping   n=42searching  online,  n=349  searching  offline  
  • The car accessories The decisive source of the information: online offline Purchase online 4,2% 1,7% The most 0,6% important offline information collected offline The Internet has a direct impact and purchase on 6,5 % of total sales offline. n=390  buyers   93,5% The  most  frequent  sources  of  the  informa=on:  online   The  most  frequent  sources  of  the  informa=on:  offline   Web  search  engine              I  decided  in  the  shop,  during  shopping     Internet  auc(on I  had  the  knowledge  from  the  previous  shopping   From  the  salesman   The  offer  in  the  shop n=19  searching  online,  n=371  searching  offline  
  • Sports and tourist equipment The decisive source of the information: online offline Purchase online 12,1% 4,3% The most 5,5% important offline information collected offline The Internet has a direct impact and purchase on 21,9 % of total sales offline 78,1% n=306  buyers   The  most  frequent  sources  of  the  informa=on:  online   The  most  frequent  sources  of  the  informa=on:  offline    I  decided  in  the  shop,  during  shopping Internet  auc(on     The  offer  in  the  shop Online  store     Friends/family Web  search  engine   I  read  a  leaflet n=55  searching  online,  n=251  searching  offline  
  • The airline or railway tickets The decisive source of the information: online offline Purchase online 14,0% 10,5% The most offline important 5,1% information The Internet has a direct impact collected offline on 29,6 % of total sales and purchase offline. n=253  buyers   70,4% The  most  frequent  sources  of  the  informa=on:  online   The  most  frequent  sources  of  the  informa=on:  offline    There  was    the  need Producer  website     From  the  salesman Web  search  engine   Friends/family   I  decided  in  the  shop,  during  shopping   In  the  other  way n=50  searching  online,  n=203  searchingc  offline  
  • Electronic equipment (TV, radio, stereo) The decisive source of the information: online offline Purchase online 5,5% 1,9% The most important offline 5,5% information collected offline The Internet has a direct impact and purchase on 12,9 % of total sales offline n=246  buyers   87,1% The  most  frequent  sources  of  the  informa=on:  online   The  most  frequent  sources  of  the  informa=on:  offline   I  decided  in  the  shop,  during  shopping Online  store     From  the  salesman Web  search  engine   Friends/family   I  read  a  leaflet n=28  searching    online,  n=218  searching  offline  
  • The holiday The decisive source of the information: online offline Purchase online 19,2% 9,1% The most 8,0% important offline information collected offline The Internet has a direct impact and purchase on 36,3 % of total sales offline 63,7% n=235  buyers   The  most  frequent  sources  of  the  informa=on:  online   The  most  frequent  sources  of  the  informa=on:  offline   Friends/family Web  search  engine     I  had  the  knowledge  from  the  previous  shopping In  the  other  way     From  the  salesman Producer  website   In  the  other  way n=68  searching  online,  n=167  searching  offline  
  • The household equipment (the washing machine, the fridge or other) The decisive source of the information: online offline Purchase online 6,7% 0,7% The most 3,3% important offline information collected offline The Internet has a direct impact and purchase on 10,7 % of total sales offline. 89,3% n=222  buyers   The  most  frequent  sources  of  the  informa=on:  online   The  most  frequent  sources  of  the  informa=on:  offline   I  decided  in  the  shop  during  shopping Web  search  engine     From  the  salesman Online  store   The  offer  in  the  shop   I  have  the  knowledge  from  the  previous  shopping  n=22  searching  online,  n=200  searching  offline  
  • Music on CD or as MP3 file. The decisive source of the information: online offline Purchase online 9,7% 8,1% The most 5,5% important offline information collected offline The Internet has a direct impact and purchase on 23,3 % of total sales offline 76,7% n=219  buyers   The  most  frequent  sources  of  the  informa=on:  online   The  most  frequent  sources  of  the  informa=on:  offline   Web  search  engine I  decided  in  the  shop  during  shopping     Internet  auc(on Friends/family     Online  store The  television  (ads  or  tv  programs)   The  offer  in  the  shop n=36  searching  online,  n=183  searching  offline  
  • Films on DVD or Blue-Ray The decisive source of the information: online offline Purchase online 6,9% 6,1% The most 4,1% important offline information collected offline The Internet has a direct impact and purchase on 17,1 % of total sales offline n=216  buyers   82,9% The  most  frequent  sources  of  the  informa=on:  online   The  most  frequent  sources  of  the  informa=on:  offline   I  decided  in  the  shop  during  shopping Web  search  engine     Friends/family Online  store   In  the  other  way   The  offer  in  the  shop n=25  searching  online,  n=191  searching  offline  
  • Computer components or accessories The decisive source of the information: online offline Purchase online 15,9% 7,1% The most 6,2% important offline information collected offline The Internet has a direct impact and purchase on 29,2 % of total sales offline. 70,7% n=211  buyers   The  most  frequent  sources  of  the  informa=on:  online   The  most  frequent  sources  of  the  informa=on:  offline   Internet  auc(on I  decided  in  the  shop  during  shopping     Web  search  engine Friends/family     Online  store From  the  salesman   I  had  the  knowledge  from  the  previous  shopping n=48  searching  online,  n=163  searching  offline  
  • The bank credit The decisive source of the information: online offline Purchase online 1,3% 0,5% 0,5% The most important offline information collected offline The Internet has a direct impact and purchase on 2,3 % of total sales offline n=178  buyers   97,7% The  most  frequent  sources  of  the  informa=on:  offline   From  the  salesman Too  liVle  basis  to     present  a  graph  of   I  had  the  knowledge  from  the  previous  shopping selected  sources  of  online     informa(on. I  decided  in  the  shop  during  shopping   Friends/family n=173  searching  offline  
  • The software or the computer games The decisive source of the information: online offline Purchase online 15,5% 11,6% The most 6,9% important offline information collected offline The Internet has a direct impact and purchase on 38,5 % of total sales offline. 66,7% n=177  buyers   The  most  frequent  sources  of  the  informa=on:  online   The  most  frequent  sources  of  the  informa=on:  offline   I  decided  in  the  shop  during  shopping Web  search  engine     Friends/family Online  store     The  television  (ads  or  tv  programs) Producer  website   The  offer  in  the  shop n=41  searching  online,  n=136  searching  offline  
  • Booking a hotel room The decisive source of the information: online offline Purchase online 27,7% 10,5% The most important offline information 11,8% collected offline The Internet has a direct impact and purchase on 50,0 % of total sales offline. 50,0% n=130  buyers   The  most  frequent  sources  of  the  informa=on:  online   The  most  frequent  sources  of  the  informa=on:  offline   Friends/family   Web  search  engine I  have  the  knowledge  from  the  previous  shopping     Producer  website In  the  other  way   From  the  salesman n=53  searching  online,  n=77  searching  offline  
  • The camera The decisive source of the information: online offline Purchase online 8,1% 4,7% The most important offline 11,1% information collected offline The Internet has a direct impact and purchase on 23,9 % of total sales offline 76,1% n=129  buyers   The  most  frequent  sources  of  the  informa=on:  online   The  most  frequent  sources  of  the  informa=on:  offline   Web  search  engine I  decided  in  the  shop     Internet  forum Friends/family     Price  comparison  website From  the  salesman   The  offer  in  the  shop   I  read  a  leaflet n=27  searching  online,  n=102  searching  offline  
  • THE CONCLUSIONS
  • The conclusions•  Among the biggest online stores on developed •  Thanks to the Internet traditional sallers can realize a markets, the leaders are the Internet equivalents of number of strategies: leading distributors and manufacturers. This trend came to Poland and is getting more and more –  The direct sale – the most obvious one. stronger. –  Sale’s support of its partners, distributors and•  Most leaders already sell online. Some of them run points of sale. their projects in the test phase, others can not imagine sells without network. –  Creating an image, the product’s catalog, increasing the visibility of the products. It•  Cisco Systems Company sells almost only online. means stronger presence on the Web, but 99% of the company’s orders come from the without online sale. electronic channel. Another brands follow Cisco in this area. –  Reduce customer’s service costs. Especially in the B2B stores. Then we do not generate new sales, but we transfer our current clients to ecommerce, to decrease the costs of the transaction. –  Improving quality of the service. This option will be addressed to the clients from companies, who appreciate the time.
  • The conclusions•  Nowadays we can see a significant connection •  The future is the integration of online and offline between online and offline. In the future these two channel and allowing customers easy transition channels will be integreted even better (through the from online through mobile to offline. mobile technology and extended reality).•  On these days, companies that are strong in the offline channel have a huge chance to get success in the online one. •  If you want to get some more information about Thanks to creation the effective channel of online your branch – please contact us: sale, companies will strengthen its sales in the offline channel as well. Tomasz Karwatka CEO Divante•  Every złoty spend on marketing will work for the tkarwatka@divanteltd.com company in both channels. This will alllow to manage the marketing budget even more effectively.•  On the other hand, the leading online stores may take one of two strategies: –  A further escape to the world of innovations, what means the product’s transformation into digital products (for example Amazon or Kindle). –  Searching opportunities to create the offline channels.
  • The conclusions•  We received the confirmation that the impact of From the perspective of the research, the project is the Internet on the type of behavior associated with the starting point for further and more detailes analysis. search for the information, then the place of purchase, is different depending on the type of product that is offered.•  The highest percentage of people who buy offline, but as a main source of infromation showed the We encourage you to discuss! Internet, is presented in the fallowing branches: –  The camera: 11,1%, IMAS International –  Booking a hotel room: 11,8%, –  Cinema tickets: 14,1%.•  The lowest: –  The credit or the bank loan: 0,5%, –  Cosmetics or personal care products: 0,3%, –  Medicines nad medical articles: 0,3%.
  • Information about the companiesIMAS International DivanteOur company leads the market research and the Divante takes up with the comprehensive realization ofresearch of public opinion in Poland and abroad – in online sale. From creating the strategy through design toEurope, Asia, America, Africa. Our clients – implementation and promotion. Our competence is alsomanufacturers, retailers, research institutes, the media, to optimize sales and marketing (usability, conversion,public institutions, non-governmental organizations – SEO) existing eBusiness. We also support our clients inthey all appreciate our professionalism, effectiveness reducing costs of infrastructure (the effective hosting)and adjust the offer to their capabilities and needs. and Internal training.One of our greatest expertise is the Internet research Nearly every fifth winner of Online Store Rating ofand the research for the Internet. Money.pl and Wprost is our client.To get more information, please visit: www.imas.pl We already realized projects about ROPO effect in branches of computers, electronics or health and beauty.We invite you to cooperation! Feel free to contact us. Tomasz Karwatka CEO Divante tkarwatka@divanteltd.com www.divanteltd.com
  • More information? If you would like to get more detailed test results for your branch – please contact us: Tomasz Karwatka CEO Divante tkarwatka@divanteltd.com dr Beata Pachnowska Vice-chairman IMAS International beata.pachnowska@imas.pl Marcin Piwowarczyk The Director of Online Research IMAS International marcin.piwowarczyk@imas.pl