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Understanding the Online Apparel Path to Purchase
 

Understanding the Online Apparel Path to Purchase

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    Understanding the Online Apparel Path to Purchase Understanding the Online Apparel Path to Purchase Presentation Transcript

    • Understandingthe OnlineApparel Path toPurchasePeriod: September - November 2010Matthew DoddSenior VP, Head of Media Analytics, Europe Confidential & Proprietary Copyright © 2011 The Nielsen Company
    • Methodology & Definitions
    • Methodology Group Designations • Custom analysis of Nielsens Usage of each type of retail website user NetView active online panel of Mutually exclusive & Exhaustive 22,806 users • Period: September - November Purchase 2010 Those that purchased Sample Size: 697 • Sample size: 5,380 restricted to adults +16 Quote • 114 sites analyzed Viewed items in basket Sample Size: 1,012 • For multicategory retailers, only apparel urls considered Research • 2,276 search terms categorized Those that visit sites for research Sample Size: 4,102 Retail (Apparel) ES Confidential & Proprietary Copyright © 2011 The Nielsen Company Source: NetView September - November 2010
    • Methodology: Site Categorisation Apparel Spain Sample Size: 5,380 Category: Site DesignationsPrivate Clubs Traditional Pure Players & Prescriptors Catalogs Retail (Apparel) ES Confidential & Proprietary Copyright © 2011 The Nielsen Company Source: NetView September - November 2010
    • Market OverviewRetail (Apparel) ES Confidential & Proprietary Copyright © 2011 The Nielsen CompanySource: NetView September - November 2010
    • 9.3m users of apparel sites and 1.2m online apparel shoppers in Spain In the period Sep-Nov 2010: 9.3m 6.6m 1.5m 1.2m Total Apparel Research Basket Buy Users% of total: 100% 71% 17% 13% Retail (Apparel) ES Confidential & Proprietary Copyright © 2011 The Nielsen Company Source: NetView September - November 2010
    • Private Clubs receive 74% of all visitsTotal Visits: 160m Private 75% 74% clubs Privalia Other 18% private clubs 29% BuyVip 16% Dreivip 9% Vente- privee Ofertix 15% 13% 15% Traditionals 15% 9% Pure players 10% Total Private Clubs: 120m visits 2% Prescriptors Retail (Apparel) ES Confidential & Proprietary Copyright © 2011 The Nielsen Company Source: NetView September - November 2010
    • Traditional stores receive 15% of all visits Total Visits: 160m Private 75% 74% clubs Kiabi 21% Other Tradit. 44% Zara 13% Corte Inglés Mango 12% 5% Pimkie 15% Traditionals 5% 15% 9% Pure players 10% Traditional Stores: 24m visits 2% Prescriptors Retail (Apparel) ES Confidential & Proprietary Copyright © 2011 The Nielsen Company Source: NetView September - November 2010
    • Pure players receive 9% of all visitsTotal Visits: 160m Private 74% clubs La Other Pure Redoute + players / Vertbaudet Catalogs 27% 32% eBay 5% Spartoo Venca 22% 6% Yoox 15% Traditionals 8% 9% Pure players Pure Players & Catalogs: 15m visits 2% Prescriptors Retail (Apparel) ES Confidential & Proprietary Copyright © 2011 The Nielsen Company Source: NetView September - November 2010
    • Prescriptors receive 2% of all visits Total Visits: 160m Private 74% clubs Other Prescriptors Chicisimo 27% 30% Trendencias 8% Elrinconde Que- moda.com mepongo 16% 8% Trendtation 15% Traditionals 11% 9% Pure players Pure Players & Catalogs: 15m visits 2% Prescriptors Retail (Apparel) ES Confidential & Proprietary Copyright © 2011 The Nielsen Company Source: NetView September - November 2010
    • Traffic to apparel sites more than tripled in theperiod 2007-2010Private clubs: X3 in 3 Years Top 10 Private Clubs´ Page Views CAGR: 46% 6.1bn 5.5bn 4.0bn 2.0bn 2007 2008 2009 2010 Retail (Apparel) ES Confidential & Proprietary Copyright © 2011 The Nielsen Company Source: NetView September - November 2010
    • We looked at visits… and what about conversions? Retail (Apparel) ES Confidential & Proprietary Copyright © 2011 The Nielsen Company Source: NetView September - November 2010
    • Private Clubs receive 77% of all conversionsTotal Conversions: 2.7m Private 75% Others 77% 74% clubs 13% Privalia DreiVip 27% 4% Ofertix 13% Vente- BuyVip Privee 20% 23% Traditionals 13% 15% 15% 9% Pure players 10% & Catalogs Total Private Clubs: 2m conversions 10% 2% Retail (Apparel) ES Confidential & Proprietary Copyright © 2011 The Nielsen Company Source: NetView September - November 2010
    • Pure players & Catalogs receive 13% of conversionsTotal Conversions: 2.7m Private 75% Others 77% 74% clubs 9% Yoox 6% Ebay 7% Spartoo La 8% Redoute Vertbaudet 53% Venca 19% Pure players 13% 15% & Catalogs 15% 9% 10% Traditionals 10% Total PP & Catalogs: 338k conversions 2% Retail (Apparel) ES Confidential & Proprietary Copyright © 2011 The Nielsen Company Source: NetView September - November 2010
    • Traditionals receive 10% of conversionsTotal Conversions: 2.7m Private 75% 77% 74% clubs Others 15% Decathlon Zara 3% 34% El Corte Inglés 8% Mango 8% Pure players Kiabi 13% 15% & Catalogs 15% 32% 9% 10% Traditionals 10% Total Traditionals: 278k conversions 2% Retail (Apparel) ES Confidential & Proprietary Copyright © 2011 The Nielsen Company Source: NetView September - November 2010
    • The online apparel shopper
    • Those that purchase are more likely to be womenand aged 25-44 Gender Age Composition Composition 27% Male 22% Female 19% 36% 64% 10% 7% 5% 3% 2% 2%3% 16 - 24 25 - 34 35 - 44 45 - 54 55 + Base: All, those that get a quote and purchase in the retail (apparel) market Note: Profile of all, those that got a quote and purchased in the retail (apparel) market; All figures are Based on Index v Active Internet Population Retail (Apparel) ES Confidential & Proprietary Copyright © 2011 The Nielsen Company Source: NetView September - November 2010
    • Important differences in gender of shoppersTop Female Transacting Audience Pure Players & Catalogs 76% Traditional 70% Private 61% Clubs Female Male Retail (Apparel) ES Confidential & Proprietary Copyright © 2011 The Nielsen Company Source: NetView September - November 2010
    • Onlineapparelpurchasers Privatemade Clubs: 2.5an average of Pure2.2 players & 1.4purchases Catalogs:in a quarter Traditional Stores: 1.3 Base: Those that purchase in the retail (apparel) market Note: Average number of purchase events Retail (Apparel) ES Confidential & Proprietary Copyright © 2011 The Nielsen Company 19 Source: NetView September – November 2010 - November 2010
    • One third of shoppers made more than onepurchaseAverage Number of Purchases Five+ 36% Four 7% 2% Three 7% One Purchase Two 64% 20% Base: Those that purchase in the retail (apparel) market Note: Distribution of purchase events. Only one event can be performed on a particular site within each web session Retail (Apparel) ES Confidential & Proprietary Copyright © 2011 The Nielsen Company Source: NetView September - November 2010
    • But the average hides big differences betweenbusiness models More than one purchase: Pure Players & Private Clubs Catalogs Traditional 38% 18% 12% Base: Those that purchase in the retail (apparel) market Note: Distribution of purchase events. Only one event can be performed on a particular site within each web session Retail (Apparel) ES Confidential & Proprietary Copyright © 2011 The Nielsen Company Source: NetView September - November 2010
    • It takes 28 days and almost 2 hours for a shopperto make her first purchase Up to First Purchase ES Apparel Average 1 Journey Length 28 days Sites Visits per 2 Person 21.7 times Time Spent per 3 Person 1hr 48 mins Base: Those that purchase in the retail (apparel) market Note: Activity UP TO the first purchase event Retail (Apparel) ES Confidential & Proprietary Copyright © 2011 The Nielsen Company Source: NetView September - November 2010
    • ~40% of conversions can occur after 30 days % of those that purchased100% 85% purchase90% within 60 days80%70%60% Careful with 30-day50% 62% purchase conversion tracker40% within 30 days cookies30%20% 17% purchase within 2410% hours 0% less than 24 hours 1 - 5 days 6 - 9 days 10 - 14 days 15 - 19 days 20 - 24 days 25 - 29 days 30 - 39 days 40 - 49 days 50 - 59 days 60 - 69 days 70 - 79 days 80 - 89 days 90 - 99 days Base: Those that purchase in the retail (apparel) market Note: % of those that purchase and the length of time UP TO the point of the purchase occurring. Based on first event in the category. Retail (Apparel) ES Confidential & Proprietary Copyright © 2011 The Nielsen Company Source: NetView September - November 2010
    • Private Clubs have significantly higher look to bookratio than other types of players% of audience who purchased on the site Total 12.2%Private Club 14.3% Pure Players Catalogs 9.3% & Catalogs 6.1% Pure players 3.2% Traditional 4.1% Base: All in the retail (apparel) market Note: The % of people who look for a product on a site who go on to purchase on the site Retail (Apparel) ES Confidential & Proprietary Copyright © 2011 The Nielsen Company Source: NetView September - November 2010
    • The store locator receives more traffic than you think 27% of top 10% of 22% of 30 traditional audience buyers visit store sites do visits store store locator not have a locator pages store locator pages used by their customers Yes 57% Retail (Apparel) ES Confidential & Proprietary Copyright © 2011 The Nielsen Company Source: NetView September - November 2010
    • Some players are leveraging store locators effectively % Audience Total audience (in ‘000) who checked location who checked location Primark 56% Marypaz 136 Reebok 32% Kiabi 99 Trucco 30% H&M 67 Mothercare 28% Primark 45 Karen Millen 27% El Corte Inglés 39 H&M 27% Reebok 31 Marypaz 24% Springfield 24 Neck&Neck 21% Trucco 26 Mustang 14% Merkal Calzados 30 Loewe 12% Bershka 25 Retail (Apparel) ES Confidential & Proprietary Copyright © 2011 The Nielsen Company Source: NetView September - November 2010
    • The Customer Journeys
    • Journey Paths Searches = Sponsored Link Clicked Quote SEARCHES Purchase zara online ofertix Ofertix privalia ofertix privalia zara online ofertix zara ofertix DAY 1 4 7 8 9 12 SITES Ofertix.com Zara Ofertix.com Ofertix.com Zara Ofertix.com Ofertix.com Privalia Privalia Zara ofertix privalia ofertix privalia privalia ofertixzara online privalia ofertix ofertix privalia zara oferti 14 16 25 42 49 50 82Ofertix.com Privalia Privalia Privalia Ofertix.com Zara Ofertix.com Privalia Ofertix.com Ofertix.com Ofertix.com Privalia Zara Note: Example Retail Journey Paths Retail (Apparel) ES Confidential & Proprietary Copyright © 2011 The Nielsen Company Source: NetView September - November 2010
    • Journey Paths Searches = Sponsored Link ClickedQuote Purchase cazadoras y chaquetas baratas ropa para para chica SEARCHES hombre barata cazadoras y de vestir en chaquetas baratas madrid pimkie pimkie para chica Kiabi.comDAY 1 11 12 13 18 19 SITES Springfield Pimkie Pimkie Pimkie Kiabi.com Kiabi.com x2 Pimkie dress-for-less Yoox pimkie kiabi kiabi x2 29 30 32 35 Pimkie Pimkie Kiabi.com Kiabi.com x2 Note: Example Retail Journey Paths Retail (Apparel) ES Confidential & Proprietary Copyright © 2011 The Nielsen Company Source: NetView September - November 2010
    • The Search Process
    • Online shoppers search more Those that purchased were more likely to use search and sponsored search during their journey Purchase Total Purchase (ex. Priv. Clubs) use search at any point in the journey 38% 56% 64% start their journey with search 17% 13% 27% searchers who use sponsored searches 19% 25% 22% Average number of searches* 4.4 8.2 7.0 Base: All, those that get a quote and purchase in the retail (apparel) market Note: % of audience in the retail (apparel) market; Searches are defined as only those that lead to a relevant site *Searches per searchers Retail (Apparel) ES Confidential & Proprietary Copyright © 2011 The Nielsen Company Source: NetView September - November 2010
    • Searchers are 2x more likely to purchase than non-searchers% of Purchasers Those that click on +28% sponsored searches are: • 23% more likely to 23% purchase than avg 2x • 2.5x more likely to 18% purchase than non- searchers 9% Non Searchers Searchers Clicked on Sponsored Links Base: Those that get a quote and purchase in the retail (apparel) market Note: % of those who search or do not search and either quoted or purchased; ‘Times’ more likely versus total Searches are defined as only those that lead to a relevant website. Correlation not cause. Retail (Apparel) ES Confidential & Proprietary Copyright © 2011 The Nielsen Company Source: NetView September - November 2010
    • Conclusions & Recommendations1. If you are not online ,“Jump In”: Your customer is increasingly buying online and Private Clubs are leading the way (77% of 1.2 Mill Purchases in 3 months)2. The power of the brand is important online. Strong brands drive better conversion rates (Private Clubs, Traditionals and well established pure players are doing very well)3. Work on promotions and short term offers to increase frequency of purchase and conversion. Private Clubs, with a successful push model, drive high conversion rates and frequency of purchase but Pure Players & Traditionals struggle with frequency4. Develop strong store locators and make them visible and findable . 22% of buyers and 10% of the audience are looking for a physical store online5. Be found, work on SEO and SEM: Searches are 2x more likely to purchase than non searches. Retail (Apparel) ES Confidential & Proprietary Copyright © 2011 The Nielsen Company Source: NetView September - November 2010