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Conversion in the moment of buying - don’t disappoint your customer

Conversion in the moment of buying - don’t disappoint your customer

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Seminar dibs  final Seminar dibs final Presentation Transcript

  • Conversion in the moment of buying- don’t disappoint your customer
  • DIBS E-Commerce Survey 2011• The purpose of The DIBS E-Commerce Survey is to give a comprehensive overview of e-commerce in all industries• The survey covers Sweden, Denmark, Norway, Finland, UK, Germany, France, Poland and Spain• Interviews with over 9,000 Internet users and 333 online retailers in the third quarter of 2011 by research agency YouGov• The study used Europe * for the sum of Finland, Great Britain, Germany, France, Poland and SpainSLIDE 2
  • Massive MarketA growth opportunity for merchants
  • E-shoppers Sweden 94% 92% Denmark 95% 94% Norway 92% 85% Finland 89% 90% UK 94% 95% Germany 94% 96% France 87% 86% Poland 90% 84% Spain 82% 77% 0% 20% 40% 60% 80% 100% 120% Male FemaleSLIDE 4
  • Average number of purchases (six month) Sweden 6,9 6,3 Denmark 7,5 6,1 Norway 7,6 6,4 Finland 6,1 5,6 UK 11,7 10,5 Germany 7,7 7,6 France 6,0 5,6 The Brits are Poland 5,9 the most keen 5,0 on e-shopping Spain 4,8 4,3 0 5 10 15 Male FemaleSLIDE 5
  • Average consumption Sweden 600 693 Denmark 763 717 Norway 987 952 Finland 594 752 UK 618 813 Germany 554 618 France 487 569 Norwegians are Poland 293 the top online consumers Spain 443 429 Euro 0 200 400 600 800 1000 1200 2010 2011SLIDE 6
  • Total market per industry Other 18 Services 21 Personal 12 care Clothes 17 Media 13 Travel 54 Home non The online trave 24consumables market is a Householdconsumables 28 massive 54 billion euros Electronics 26 Billion euro 0 10 20 30 40 50 60SLIDE 7
  • E-commerce is a safe place to sell Sweden 93% Denmark 92% Norway 98% E-stores see e-commerce Europe* 89% as a safe channel 80% 85% 90% 95% 100%SLIDE 8
  • Structural driversOptimism for growth
  • Optimism for further growth, consumers Sweden 91% 86% Denmark 85% 82% Norway 84% 79% Finland 87% 89% UK 73% 79% Germany 76% 79% France 61% 63% Growing optimism Poland 65% in the largest markets Spain 68% 72% 0% 20% 40% 60% 80% 100% Same or more 2010 Same or more 2011SLIDE 10
  • Drivers of e-commerce, consumersOther reason 4% Larger product 44% rangeTo compareproducts and 59% prices Always open 60% Lower prices 61% Saves 69%time/its easy 0% 20% 40% 60% 80%SLIDE 11
  • Optimism for further growth, e-stores 15% Sweden 9% 72% 7% Denmark 12% 63% 4% Norway 9% 80% 9% Europe* 16% 67% 0% 20% 40% 60% 80% 100% Less2 Same MoreSLIDE 12
  • Commerce is going mobileThe young are leading the way
  • E-stores offering mobile commerce No 2% No, but we will soon 4% 4% Yes, via own mobile site Yes, via apps Yes, through other solutions 21% 70% 21% of the stores are about to launch m-commerceSLIDE 14
  • M-consumers20% 18% 16%15% 11%10% 7% 5% M-commerce is 5% 3% reaching out to younger crowds 0% 15-24 25-34 35-44 45-54 55-64 65-74 Years oldSLIDE 15
  • How m-consumers paid for the service or product Sweden Denmark Norway Finland UK Germany France SMS is so far the Poland most used form of payment Spain 0% 20% 40% 60% 80% 100% By SMS By mobile bill By card By invoiceSLIDE 16
  • What they bought with their phone Other 18% Services 17% Personal 6% care Clothes and 10% shoes Media/ 25% Entertainm… M-commerce is Travel 16% especially Home non- success-ful for 14%consumables services to be Householdconsumables 9% consumed ”on the go Electronics 16% 0% 5% 10% 15% 20% 25% 30%SLIDE 17
  • Why they have not done m-commerce Other 15% Need help 4% Not receive 5% product Want to see 9% product Too 14% complicated Don´t feel 30% safe Perceived need Cannot see is the key 59% the need 0% 20% 40% 60% 80%SLIDE 18
  • Expectations for m-commerce, stores 1% Sweden 26% 31% 2% Denmark 26% 27% 1% M-stores in all Norway 28% countries are 23% overwhelmingly optimistic about 0% growth in m- Europe* 29% commerce 29% 0% 10% 20% 30% 40% Less Same MoreSLIDE 19
  • Perceived obstacles for m-commerce, stores None 16% Other 10% No trust in payment 3%Lack of efficient platform 9% Lack of financial… 12% Products not suitable 15% Two thirds of the Lack of stores do not say Knowledge 26% that there is no No customers customer demand demand yet 31% 0% 10% 20% 30% 40%SLIDE 20
  • Commerce is going mobileDenmark
  • M-consumers per age group in Denmark30% 27% 26%20% 19% 11%10% 7% Over a quarter of Danes below the age 4% of 34 are m-shopping 0% 15-24 25-34 35-44 45-54 55-64 65-74 Years oldSLIDE 22
  • What Danish mobile consumers buy with theirphone Other 20% Services 28% Personal 0% care Clothes 3% Media 18% Travel 34% Home non 3%consumables Travel is a large Householdconsumables 1% part of the m- commerce market Electronics 7% 0% 10% 20% 30% 40%SLIDE 23
  • Mobile payment methods consumers used inDenmark 5% SMS Mobile phone bill 25% Card 45% Invoice In Denmark, 58% of m-consumers have paid via SMS 25%SLIDE 24
  • How to payFinding the right payment methods across Europe
  • Preferred payment method - Consumer Other 3% method Instalment/ 1% financing Micropayme 18% nt services Mobile 1% telephone Cash on 7% delivery Invoice 17% Card is the most Direct via popular method, 9% but not in everyInternet bank country Card 42% 0% 10% 20% 30% 40% 50%SLIDE 26
  • How to choose payment method Other 3% I get bonus 6% pointsPossibility to 3% finance Only method 7% available Cheapest 11% Billed later 12% Easiest 52% Safe and easy, that’s the triggers Safest 53% 0% 10% 20% 30% 40% 50% 60%SLIDE 27
  • Reason for abandoning a purchase Other 15% No in-store 4% delivery Payment 17% process Registration 19% process Insufficient 20% information 30% of the Technical 22% consumers have problems Lack of abandoned a 25% confidence purchase due toNot preferred payment 30% lack of payment Uncertain alternative 32% conditions 0% 10% 20% 30% 40%SLIDE 28
  • How to pay?Scandinavia
  • Preferred payment methods in Denmark 2%0% 3% 0% 0% Card 3% Direct via Internet bank 4% Invoice Cash on delivery Mobile telephone Micropayment services Instalment/financing Other method The Dankort dominates the 87% marketSLIDE 30
  • Preferred payment methods in Sweden 0% 4% 1% 1% Card 2% Direct via Internet bank Invoice Cash on delivery Mobile telephone 24% 42% Micropayment services Instalment/financing Other method Three main alternative methods 24%SLIDE 31
  • Payment methods preferred in Norway 1% 0% Card 10% 0% Direct via Internet bank 3% Invoice Cash on delivery Mobile telephone 10% Micropayment services Instalment/financing Other method 9% 65% Card has the strongest appealSLIDE 32
  • Preferred payment methods in Finland 3% 0% Card 6% 0% Direct via Internet bank 3% Invoice 28% Cash on delivery Mobile telephone 17% Micropayment services Instalment/financing Other method Internet transfer is big 41%SLIDE 33
  • How to pay?Selected contries
  • Preferred payment methods in UK 1% 1% Card Direct via Internet bank 19% Invoice Cash on delivery Mobile telephone 0% Micropayment services 1% Instalment/financing 1% Other method 4% 71% People pay with the plasticsSLIDE 35
  • Preferred payment methods in Germany Card 1% 6% 9% Direct via Internet bank 5% Invoice Cash on delivery Mobile telephone 24% Micropayment services Instalment/financing Other method 1% 4% Cards dominate, with 50% micropayments being very popularSLIDE 36
  • Preferred payment methods in France 3% 3% Card Direct via Internet bank Invoice 17% Cash on delivery Mobile telephone Micropayment services Instalment/financing 1% 2% Other method 3% 4% 65% Cards and micropaymentsSLIDE 37
  • Preferred payment methods in Poland Card 2% 3% 9% 4% Direct via Internet bank 2% Invoice Cash on delivery Mobile telephone Micropayment services Instalment/financing Other method 33% 42% Cash on delivery is more popular than elsewhere 3%SLIDE 38
  • Cross border opportunities
  • E-consumers who shopped abroad Sweden 33% 31% Denmark 51% 47% Norway 53% 49% Finland 43% 42% UK 19% 16% Germany 15% 14% France 25% 20% Poland 0% 12% Spain 32% 32% Euro 0% 10% 20% 30% 40% 50% 60% 2010 2011SLIDE 40
  • Why shop abroad Other 5%Product to be 8% used there Lower 11% tax/VAT Lower price 39%than at home Product not found at 42% home 0% 10% 20% 30% 40% 50%SLIDE 41
  • Conversion in the moment of buyingA dificult choice
  • DIBS Mobile – standard design
  • Mobile app/page - customized
  • Internet payment – standard designSIDE 45
  • Internet payment - custumizedSIDE 46
  • Internet payment - custumizedSIDE 47
  • Internet payment - custumizedSIDE 48
  • Internet payment - custumizedSIDE 49
  • Internet payment - custumizedSIDE 50
  • SummaryA huge market opportunity, still in its infancy
  • E-commerce on the move• E-commerce is well established among all consumer segments and it is a disruptive force in all industries• It is a massive market opportunity for merchants, total value estimated to amount to 213 billion Euro for 2011• Still a fraction of total consumption and consumers do just above one purchase per month• Wide varieties in paying preferences across Europe, merchants have to take actions to cater for different preferences• The choice of how to integrate the payment functionality have an effect on the conversion in the shop• M-commerce is gaining tractions – Is it time to be a part of this?SLIDE 52
  • Thanks for your timeBo Knoblauchbk@dibs.dk+45 2788 9220SLIDE 53