Conversion 2013 - Laurent de Groof - GFK

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  • We surveyed a representative online sample across several categories to understand their adoption of digital tools in shopping. The following topics were in focus in the 2012 wave:Macro shopping attitudes and behaviorsShifting path to purchase and touchpoints - Across traditional and digital environments - Before the store, in-store and post purchaseImpact of mobile on shopping landscape - Unique roles for smartphones and tabletsXtreme shoppers and their value obsessionVital implications for manufacturers & retailersUSABrazilChileMexicoNetherlandsBelgiumAustriaRussiaCzech RepublicBulgariaRomaniaChinaKoreaAustralia
  • Xtreme shoppers are consistently more active via smartphones
  • A software fit foSimple, single installation for multiple browsers. Transparent purpose (no spyware by the backdoor)ID per Household, optional Log In to cope with multiple users of the same computerAll content served is measured:URL, Referrer, Cookies, Mouse Clicks, Scroll Position, filtered Page Content, Advertisement (incl. Creatives, Landing Pages), within multi-tab browsersStreaming mediaReach is broken down into:Unique User (Authenticated by Login)Page ImpressionsVisitsAverage Duration of UsageData mining of historical datar purpose.
  • Conversion 2013 - Laurent de Groof - GFK

    1. 1. OWN THE FUTURE OF ONLINE CONVERSIONDutch Market FindingsLaurent de GroofApril, 2013© GfK 2013 | How to improve the online conversion | February 2013 1
    2. 2. Emerging Shopper InsightsOwn the future of online conversion TOPICS • Drivers of online shopping • Online conversion in Fashion.© GfK 2013 | How to improve the online conversion | February 2013 2
    3. 3. Xtreme Shoppers Are Defined By Their High Shopping Engagement And Heavy Use Of Technology Definition  Has used smartphone and/or tablet to shop* in the past 6 months  Actively using internet in shopping − Engaged in at least 4 specific online shopping behaviors in the past 6 months (e.g. searching best price, read product reviews, purchase a product)*By “shopped” we mean the process of browsing, comparison shopping, information gathering, or the actualpurchase of items. © GfK 2013 | How to improve the online conversion | February 2013 3
    4. 4. Xtremes Are Better Educated And Affluent Education Household Income “Low Educated” High income 28% 23% >65,000 euro 14% 35% Middle income 56% 48% Xtremes Non-Xtremes 29% Low income 17% <26,000 euro Xtremes Non-Xtremes “High Educated” 36% 24% Xtremes Non-XtremesBase: Xtremes n=117 & Non-Xtremes n=483 © GfK 2013 | How to improve the online conversion | February 2013 4
    5. 5. Shopping Through Home Computer Nearly Universal Smartphone and tablet shopping is coming up! Devices Used for Shopping in Past 6 Months (% Shoppers Using) Computer at 95% home 87% Computer at 28% work 13% Smartphone 58% 5% Tablet 66% 7% Another device 2% 1% None 0% 2% Xtreme Shoppers Non-XtremesBase: Xtremes n=117 & Non-Xtremes n=483 © GfK 2013 | How to improve the online conversion | February 2013 5
    6. 6. Smartphone Shopping Peak In The 18-34 And Tablet Shopping Peak In The 25-34 Demo For 35+ shoppers, tablet shopping is more common % Using Mobile Devices to Shop in Past 6 Months 47% 40% 35% 23% 21% 19% 17% 16% 9% 4% 18-24 25-34 35-49 50-64 65+Base: Smartphone n=84 & Tablet n=97 Age © GfK 2013 | How to improve the online conversion | February 2013 6
    7. 7. Price Comparisons Is A CommonTablet Shopping Activity and Product Picture Taking A Smartphone Shopping Activity Smartphone/Tablet Shopping Top Activities (% Shoppers) 31% 25% 23% 23% 22% 16% 17% 5% Compare prices Locate a store Search product info Take a picture of a / reviews productBase: All shoppers who used a Smartphone n=188 & Tablet n=164 © GfK 2013 | How to improve the online conversion | February 2013 7
    8. 8. Preferred Shopping Methods VaryWidely By Category• Food & Beverages, Household Cleanings, OTC and Personal Care (cosmetics included) categories still predominantly shopped in-store• Bigger ticket categories drive more online activity Where Shopped for Category (Last 6 Months) 5% 4% 7% 1% 2% 2% 19% 4% 40% 35% 35% 46% 48% 10% 25% 94% 94% 91% 10% 35% 77% 32% 50% 43% 40% 31% 19% Food & Household OTC Personal Toys Fashion Home Mobile ConsumerBeverages Cleaning Care Appliances Phones Electronics Shop in-store only Shop online only Both© GfK 2013 | How to improve the online conversion | February 2013 8
    9. 9. IntroductionOnline conversion in Fashion
    10. 10. Any idea whose website this is?© GfK 2013 | How to improve the online conversion | February 2013 10
    11. 11. Online retailers researched in the analysis:© GfK 2013 | How to improve the online conversion | February 2013 11
    12. 12. Media efficiency panelonline gedrag on desktops and laptops  URLS  SEARCH TERMS  SEARCH RESULTS  SPONSORED LINKS  CLICKS (ADS)  DISPLAY ADS: BANNERS  CONTENT / KEYWORDS  VIDEOS  PRE ROLLS© GfK 2013 | How to improve the online conversion | February 2013 12
    13. 13. What are the retailers with the highest conversion?© GfK 2013 | How to improve the online conversion | February 2013 13
    14. 14. Development in reach of websitesperiod: Q1 2011 - Q4 2012 average 13 retailers Zalando 50 45 40 35 30 24 25 21 22 21 22 % 20 20 17 17 15 10 10 11 11 11 5 9 9 9 10 0 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 2011 2012© GfK 2013 | How to improve the online conversion | February 2013 14
    15. 15. Development in reach websitesperiod: Q1 2011 - Q4 2012 Top 3 1% → 19% 0% → 5% 0% → 5%© GfK 2013 | How to improve the online conversion | February 2013 15
    16. 16. How consumers come to the website (Pre URL’s). Affiliates (16%)* Favorites (7%) Search (11%) *% of the visits that is related to affiliate programmes© GfK 2013 | How to improve the online conversion | February 2013 16
    17. 17. © GfK 2013 | How to improve the online conversion | February 2013 17
    18. 18. Duplication with fashionchick.nl is small fashionchick.nl zappos.com asos.com vimodos.nl brandos.nl esprit.nl hunkemoller.nl hm.com missetam.nl zalando.nl scapino.nl wefashion.nl otto.nl mexx.nl c-and-a.com msmode.nl wehkamp.nl 0.0% 10.0% 20.0% 30.0% 40.0% % that visits Fashionchick.nlSource: GFK Media efficiency Panel Q4 2012© GfK 2013 | How to improve the online conversion | February 2013 18
    19. 19. Awareness Zalando on all aspects higher than average! Awareness 90% 62% Top of Mind Spontaneous Awareness 32% Aided Awareness 21% 14% 5% Average Zalando© GfK 2013 | How to improve the online conversion | February 2013 19
    20. 20. Zalando scores below average on image. Especially onproduct quality and price and promotion strategyZalando scores below average Gemiddelde -1 0 1 Overall score gemiddelde retailerRuim assortiment 3.61 3.54Producten gaan lang mee 3.28 3.47Kwaliteit 3.25 3.37Vormgeving/desing website 3.43 3.53Snelle levering 3.47 3.46Eenvoudige annulering 3.34 3.31Ruilen- en retourservice 3.54 3.52Duidelijkheid website 3.13 3.37Overzichtelijkheid website 3.52 3.56Prijs 3.32 3.53Veiligheid website 3.43 3.59Aanbiedingen/acties 3.38 3.53© GfK 2013 | How to improve the online conversion | February 2013 20
    21. 21. © GfK 2013 | How to improve the online conversion | February 2013 21
    22. 22. Recommendations A significant improvement of the price and promotion strategy would improve the conversion rate of Zalando most. All though the service level of Zalando has an average score, the conversion rate could be improved if the service levels go up on easy returning and flexible returns. Product Quality is not often mentioned as a driver of online sales. But without the look and feel of a “real” store, quality becomes more important when products are purchased via the internet When the delivery time will be brought back to 5 day or less the conversion rates of Zalando go up significantly.© GfK 2013 | How to improve the online conversion | February 2013 22
    23. 23. H&M has the highest score Price and promotion strategy and scores wel above average on service! Gemiddelde -1 0 1 Overall score gemiddelde retailerRuim assortiment 3.70 3.54Producten gaan lang mee 3.15 3.47Kwaliteit 2.92 3.37Vormgeving/desing website 3.45 3.53Snelle levering 3.23 3.46Eenvoudige annulering 3.39 3.31Ruilen- en retourservice 3.69 3.52Duidelijkheid website 3.56 3.37Overzichtelijkheid website 3.59 3.56Prijs 3.92 3.53Veiligheid website 3.75 3.59Aanbiedingen/acties 3.76 3.53 © GfK 2013 | How to improve the online conversion | February 2013 23
    24. 24. © GfK 2013 | How to improve the online conversion | February 2013 24
    25. 25. Omni channel promotion strategy of H&M works wel!© GfK 2013 | How to improve the online conversion | February 2013 25
    26. 26. Why H&M scores high on conversion? The Omni channel promotion strategy (personal leaflet) works wonderful for H&M. Not the highest but a higher than average score on service (easy canceling and flexible returns). It’s possible to pay afterwards with accept giro H&M has the right target group, females in the age class 20-49© GfK 2013 | How to improve the online conversion | February 2013 26
    27. 27. THANK YOU FOR YOUR CONTRIBUTION Laurent de Groof managing consultant media Tel: +31-(0)162-384 366 E-mail: laurent.de.groof@gfk.com© GfK 2013 | How to improve the online conversion | February 2013 29
    28. 28. Launch Mobile Measurement in the Netherlands September 2013 May 2013© GfK 2013 | How to improve the online conversion | February 2013 30

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