2012_04_26_Digital_insights_for_e-commerce_industry_in Serbia_Marta_Klepka_Gemius

Digital insights fore-commerceindustry in Serbia How to improve usabiliity of e-commerce services & virtual merchandisingMarta KlepkaGemius SAE-trgovina, Palič, 26.04.2012

About us • a global company and the no. 1 choice in EMEA, provides consultancy and expertise on consumer behaviour in the digital world • ‘one stop shop’ for everyone who needs to measure a website, plan and deliver effective online campaigns or use the internet as a communication channel 2

Gemius as the currency in online measurement JIC Standard: Poland, Czech Republic, Slovakia, Hungary, Slovenia, Turkey, Israel, Denmark, Ukraine, Belarus, Moldova De facto currency: Lithuania, , Latvia, Estonia, Bulgaria, Bosnia, Croatia Start-up: Russia, Serbia, MENA (UAE, KSI, Egypt, Lebanon, Jordan, Syria, Kuwait, Morocco, Tunisia) 3

The story is…• The profile of e-shopper in Serbia and Croatia• Loyal customers• Improving ROI thanks to targeting and more effective promotion• The key to virtual merchandising

OK, so who is shopping online in Serbia?

How many internet users shop online?The percentage of internet users who shop via internet increased significantly over theyears in Croatia. That gives Serbia hope for the brighter future Croatia 2008 Serbia 2012 do not shop do not shop 27,69% 41,57% 58,43% shop 67,14% shop Croatia 2012 Situation on Serbian do not shop market looks quite optimistic 45,00% 50,62% Percentage of declared rate of shop shopping via the internet Source of data: gemiusAudience for Serbia February 2012 and Croatia - 2008 and 2012

E-shopping on foreign sitesCroatians are still distrusful when it comes to online shopping outside theircountry. This trend changes with time but slowly. Croatia 2008 e-shopping abroad Croatia 2012 e-shopping abroad do not do not shop shop 17,54% 36,13% 58,84% 76,86% shop shop Source of data: gemiusAudience for Serbia February 2012 and Croatia - 2008 and 2012

Gender share in online shoppingAt present Serbian men shop significantly more than women. Croatian case shows usthis is likely to change with time.Serbia 2012 Croatia 2008 Females 41,75% 40,68% Females Males 58,25% 59,32% Males Croatian case as well Croatia 2012 as others show us that as market matures, gender disproportions 46,26% Females Males tend to even out 53,74% Source of data: gemiusAudience for Serbia February 2012 and Croatia - 2008 and 2012

Growing role of smaller settlementsThe Croatian case shows us growth in importance of smaller settlements. It islikely that Serbia wil follow that pattern.Serbia 2012 Croatia 2008 over 100,000 over 100,000 16,26% 25,000-99,999 25,000-99,999 37,77% 25,50% 32,30% 18,28% 5000-24,999 5000-24,999 19,28% up to 5000 18,68% 16,92% up to 4,999 Croatia 2012 Presently inhabitants over 100,000 of major cities 26,82% 25,000-99,999 dominate the online 30,20% market 5000-24,999 We predict that with time this will change. 15,80% 19,89% up to 4,999 Source of data: gemiusAudience for Serbia February 2012 and Croatia - 2008 and 2012

SeniorsNumber of seniors (55+) who shop online is relatively high Croatia 2008 0,54% 15-24 12,76% Serbia 2012 25-34 29,30% 35-44 25,44% 45-54 10,49% 27,15% 15-24 55+ 26,11% 11,88% 25-34 In comparison in Croatia in 2008 their 35-44 activity was neglegible and is still small. 21,50% 45-54 Croatia 2012 4,40% 30,03% 15-24 55+ 12,00% 25-34 33,04% 35-44 21,18% 45-54 29,38% 55+ Source of data: gemiusAudience for Serbia February 2012 and Croatia - 2008 and 2012

Nice, but who is the loyal and frequent customer?

Men shop online more oftenThis will probably change with time but now the smallest gap between men andwomen is in group that shops online least frequently Gender80%70% FEMALES SHOP60% LESS OFTEN50% …online of course ;)40%30%20%10% 0% weekly 1-3 times a month A few times a year M F Source of data: gemiusAudience for Serbia, February 2012

Age groupsDifferent age groups have relatively even share in online shopping, which is agood sign. Age groups Most active is group 25-3435% already recognized as30% SEXY GROUP25%20%15%10% Interesting feature of Serbian market is quite big group of 5% 0% weekly 1-3 times a month A few times a year ACTIVE SENIORS who shop quite often 15-24 25-34 35-44 45-54 55+ Source of data: gemiusAudience for Serbia, February 2012

Middle-class are the most frequent customersPeople with personal income 20-50.000 RSD are largest weekly onine buyinggroup Personal income 70% Interestingly also those with no declared income do their 60% shopping online. 50% Probably those are 40% 30% STUDENTS AND 20% HOUSEWIVES 10% searching for lowest prices. 0% weekly 1-3 times a month A few times a year 100.001 din or more 80.001-100.000 50.001-80.000 20.001-50.000 less than 20.000 no income Source of data: gemiusAudience for Serbia, February 2012

But the wealthy shop more oftenThree groups with highest income shop online most frequently. This mightindicate a niche in the segment of exclusive products. Shopping engagement40,00% In total, almost half of the internet users with personal35,00% income over 100.000 din30,00%25,00% is buying online20,00% at least once a15,00%10,00% month 5,00% 0,00% weekly 1-3 times a month A few times a year 100.001 din or more 80.001-100.000 50.001-80.000 20.001-50.000 less than 20.000 no income Source of data: gemiusAudience for Serbia, February 2012

So how, with help of the digital insights, e-commerce players can optimize the online salesand adjust their offer to the needs of onlineshoppers?

What digital insights to use to boost sales? • It is worth using the click and hot spot measurement and other tools such as adservers and web analytics • Most of this investement comes back through increased revenues and more satisfied customers WHY?

Why adserver for e-commerce? • Bigger conversion • More satisfied and less annoyed customer • Optimal monetization of ad space • Satisfied partners • Better promotion and discounts management HOW DOES IT WORK?

Targeting by devices and browsing systems Suggest iPhone users to buy other products from Apple Don’t show Firefox display to Firefox users 19

Database targetingCombine it with numerical targeting based on your partner’s database internalcampaign and target for example only users at age 20-30. 20

Numerical Targeting Gives possibility to display advertisements after any defined variables of the numeric type and after logic expressions connected to them. E-commerce platforms have wide database that can be used for setting up the most efficient targeting for logged-in users CASE: Serve exclusive gold jewelry advertisement only to the richest and mature users • If average transaction was higher then $ • If product from luxurious categories • If user’s age is between 35-60 • If already bought some exlusive jewelry 21

Key words capping Depending on words user type in internal search engine ad server displays appropriate ads 22

Conditional Stop System stops displaying campaign after pre-defined user action – the Client just bought the bike! 23

Re-targetingChange or strengthen the communication by serving different display aftercertain action occurs. BUY ME! 1.User see this display 2. User adds bike to the basket BUY ME AND GET SECOND BIKE FOR 50% 3. User’s changed his mind. After emptying basket user is 4. Coming back to the 1st served with other bikes placement user is served with suggestions strengthened communication 24

Why click and hot-spots’ measurement ? • Get up to 20% more clicks -> bigger conversion • More effective bundles of products and product rotation • Increased site usability and hot spots identifies • Real-time site management (1 minute delay!) • Easy implementation (1 script) and full support HOW DOES IT WORK?

Is your site really intuitive?Check in real-time what attracts the biggest attention and start improving your site! 26

Test most attractive titles and images 27

Find the hot spotsThe trend is to How many users reaches the veryshorten the pages bottom of your page?„Heat zones” arenot allways at the Where the promoted materialvery top, find the should appear?one on your page Which zones are „invisible” ?Link the unlinkedelements if you seeusers click them 28

gemiusHeatMap case studies Product may be promoted in several ways: Effect ? Choose the most Learn where Use your experience attractive photo exactly users click for future choices 29

gemiusHeatMap case studies How to rotate with product promotion? Best spot, for the biggest margin on6 products productand positionsHow to Most popularmaximize product maysales remain lower inpotential? hierarchyIs it theproduct/ theposition? 30

gemiusHeatMap case studies Looking for the bigger picture agregating the traffic Two different keywords Lead us to the same location Generating 2 different URL addresses http://www.otodom.pl/products.php?productId=1022&keyword=2balconies http://www.otodom.pl/products.php?productId=1022&keyword=3bedrooms 31

THANK YOU HVALA !Join us @: Contact:Facebook.com/GemiusGroup Marta KlepkaTwitter.com/Gemius Global PR and CommunicationsSlideshare.net/Gemius_comYouTube.com/WwwGemiusCom Director marta.klepka@gemius.com

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