SlideShare a Scribd company logo
Logistics
as key marketing element in e-commerce
LogisticsI have an e-shop
1
Someone buys
2
Need to ship this
3
Why do people buy online?
Not Available off line
(long tail)
Price
Convenience
Reasons to buy online
Convenience
is the most
important driver
56
52
52
47
42
37
36
34
32
23
23
11
2
1
Order 24 hours a day
Delivered at home
Easier, don't have to leave home
Lower prices than in regular shops
Opportunity to buy products that are
not available in the regular shop
Less time-consuming
Greater choice
Easy to compare products
The speed of delivery
Ability to pick up goods at a convenient
time and location
Ability to send products back
More environmentally friendly way of buying
Other
Don’t know
Base: Total sample (n=1321)
Question: Q3.3 What are the most important benefits to you of online shopping compared to purchases in a regular shop?
ABCD: 95% significance level
Convenience
Price
Long tail
The more they buy online
the more they value Convenience
Base: Total sample (n=1321)
Question:Q3.3 What are the most important benefits to you of online shopping compared to purchases in a regular
shop?
ABCD: 95% significance level
Order 24 hours a day
Delivered at home
Easier, don't have to leave home
Lower prices than in regular shops
Opportunity to buy products that are
not available in the regular shop
Less time-consuming
Greater choice
Easy to compare products
The speed of delivery
Ability to pick up goods at a convenient
time and location
Ability to send products back
More environmentally friendly way of buying
Other
Don't know
47
50
44
38
34
31
24
27
29
21
18
9
1
1
53
52
49
46
39
34
34
31
29
22
23
8
2
1
62
54
57
51
47
41
43
39
35
24
25
1
2
1
LIGHT
n= 271 (A)
MEDIUM
n= 415 (B)
HEAVY
n= 635 (C)
Base: Total sample (n=1321)
Question:Q3.3 What are the most important benefits to you of online shopping compared to purchases in a regular
shop?
ABCD: 95% significance level
Order 24 hours a day
Delivered at home
Easier, don't have to leave home
Lower prices than in regular shops
Opportunity to buy products that are
not available in the regular shop
Less time-consuming
Greater choice
Easy to compare products
The speed of delivery
Ability to pick up goods at a convenient
time and location
Ability to send products back
More environmentally friendly way of buying
Other
Don't know
increases by age
57
46
52
46
46
37
39
38
29
22
22
9
1
2
58
51
53
46
43
38
37
36
31
28
21
11
2
1
56
53
52
50
41
40
40
37
33
25
22
14
2
1
18-34 Y
n= 394 (A)
35-44Y
n= 283 (B)
45-54 Y
n= 304 (C)
53
61
50
45
37
32
30
26
35
18
26
10
1
0
55-70 Y
n= 340 (D)
The importance of
Convenience
What is
Convenience?
means ordering
where
and when
the consumer
wants
Convenience
Convenience
does NOT
always mean
quick delivery.
21%
79%
means being delivered
where
and when
the consumer
wants
Convenience
Let the
consumer
choose
87
49
23
15
15
12
7
Home delivery
Pick up from
a pickup point
Pick up from
a post office
Pick up in
the shops / web
shop
Delivered to
another
address specified
Delivery at work
Pick up from
a parcel locker
63
19
3
1
3
7
4
DELIVERY METHODS
EVER USED
DELIVERY METHODS
PREFERRED
What are the
preferred
delivery methods
Delivery
Pickup
Base: Total sample (n=1321)
Question: Q3.4 In which ways have you had your online purchases delivered?
Q3.5 If you could choose between all the following delivery options for shipping your online purchases,
how would you prefer having your purchases delivered?
ABCD: 95% significance level
Avg. # of
delivery methods used 2,1
is a key marketing
element in e-commerce
Logistics
Home Neighbour Work
Where?
When?
EveningDay
9-6 PM
SundaySaturday Sameday
Post
Point
Parcel
Locker
Shop
Pick up methods
Post
Office
How?
Logistics is 2 ways
Make it
easier
For your customer to
return
Where?
shops, home,
lockers
How?
make labels
Free
Returns
by
purchased
item
Clothing/shoes/access./jeweller
y/...
Books
Care products
CD/DVD/Blu-Ray/Games
PC/hardware/software/ink
Small household appliances
Electronic devices
Telecom products
Food
Pharmaceutical products
Toys
Animal products/accessories
Interior decoration
DIY and garden products
Sports products and apparel
Personalised photo products
Yes,
already did
Yes,
planning to
No Not yet
Q1.2 Over welk(e) type(s) producten ging het? - Q1.15. Hebt u het/de bestelde product(en) uit het pakje teruggestuurd of bent u van plan dat te doen?
Target: Received parcel < 7 days
15
7
8
14
10
8
10
5
5
7
9
3
11
2
15
3
6
7
9
14
13
20
13
5
10
9
6
4
6
7
4
3
77
83
82
68
75
70
75
88
83
80
82
92
77
89
80
94
2
3
2
4
2
2
2
2
2
3
3
2
5
2
1
n = 1166
n = 469
n = 369
n = 318
n = 224
n = 112
n = 169
n = 211
n = 146
n = 132
n = 112
n = 115
n = 117
n = 105
n = 103
n = 166
Alternative
solutions
If
not at home
22
Lost
sales …
Eliminate
the
risks
How do you
lower
the
risks
Offer all the
shipping options
Brand of Transportation partner
(logo = quality label)
Shipping Costs
(free if possible)
Returns
Keep
the
consumer
“posted”
Online buyers expect
information
about their
purchase
Base: Total sample (n=1321)
Question: Q3.8 Which information do you wish to receive about your order and the monitoring of your delivery when you buy a product
online? Please indicate to which extent you find it important to receive each of the following types of information.
ABCD: 95% significance level
Desired information about order
and delivery of online purchases
Confirmation of the order
Expected delivery time
When the product is available
When the product is shipped
Monitoring of the shipment
Estimated time of delivery after the
shipment has left
Confirmation of the delivery
1
1
6
5
8
5
10
11
36
37
45
51
45
30
88
63
58
50
41
50
60
Unnecessary
Nice to have
Must have
Integration
Happy selling ;-)
e-shop

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Bpost giuliano guarraci

  • 1. Logistics as key marketing element in e-commerce
  • 2. LogisticsI have an e-shop 1 Someone buys 2 Need to ship this 3
  • 3. Why do people buy online?
  • 4. Not Available off line (long tail) Price Convenience
  • 5. Reasons to buy online Convenience is the most important driver 56 52 52 47 42 37 36 34 32 23 23 11 2 1 Order 24 hours a day Delivered at home Easier, don't have to leave home Lower prices than in regular shops Opportunity to buy products that are not available in the regular shop Less time-consuming Greater choice Easy to compare products The speed of delivery Ability to pick up goods at a convenient time and location Ability to send products back More environmentally friendly way of buying Other Don’t know Base: Total sample (n=1321) Question: Q3.3 What are the most important benefits to you of online shopping compared to purchases in a regular shop? ABCD: 95% significance level Convenience Price Long tail
  • 6. The more they buy online the more they value Convenience Base: Total sample (n=1321) Question:Q3.3 What are the most important benefits to you of online shopping compared to purchases in a regular shop? ABCD: 95% significance level Order 24 hours a day Delivered at home Easier, don't have to leave home Lower prices than in regular shops Opportunity to buy products that are not available in the regular shop Less time-consuming Greater choice Easy to compare products The speed of delivery Ability to pick up goods at a convenient time and location Ability to send products back More environmentally friendly way of buying Other Don't know 47 50 44 38 34 31 24 27 29 21 18 9 1 1 53 52 49 46 39 34 34 31 29 22 23 8 2 1 62 54 57 51 47 41 43 39 35 24 25 1 2 1 LIGHT n= 271 (A) MEDIUM n= 415 (B) HEAVY n= 635 (C)
  • 7. Base: Total sample (n=1321) Question:Q3.3 What are the most important benefits to you of online shopping compared to purchases in a regular shop? ABCD: 95% significance level Order 24 hours a day Delivered at home Easier, don't have to leave home Lower prices than in regular shops Opportunity to buy products that are not available in the regular shop Less time-consuming Greater choice Easy to compare products The speed of delivery Ability to pick up goods at a convenient time and location Ability to send products back More environmentally friendly way of buying Other Don't know increases by age 57 46 52 46 46 37 39 38 29 22 22 9 1 2 58 51 53 46 43 38 37 36 31 28 21 11 2 1 56 53 52 50 41 40 40 37 33 25 22 14 2 1 18-34 Y n= 394 (A) 35-44Y n= 283 (B) 45-54 Y n= 304 (C) 53 61 50 45 37 32 30 26 35 18 26 10 1 0 55-70 Y n= 340 (D) The importance of Convenience
  • 9. means ordering where and when the consumer wants Convenience
  • 11. means being delivered where and when the consumer wants Convenience
  • 13. 87 49 23 15 15 12 7 Home delivery Pick up from a pickup point Pick up from a post office Pick up in the shops / web shop Delivered to another address specified Delivery at work Pick up from a parcel locker 63 19 3 1 3 7 4 DELIVERY METHODS EVER USED DELIVERY METHODS PREFERRED What are the preferred delivery methods Delivery Pickup Base: Total sample (n=1321) Question: Q3.4 In which ways have you had your online purchases delivered? Q3.5 If you could choose between all the following delivery options for shipping your online purchases, how would you prefer having your purchases delivered? ABCD: 95% significance level Avg. # of delivery methods used 2,1
  • 14. is a key marketing element in e-commerce Logistics
  • 19. Make it easier For your customer to return Where? shops, home, lockers How? make labels Free
  • 20. Returns by purchased item Clothing/shoes/access./jeweller y/... Books Care products CD/DVD/Blu-Ray/Games PC/hardware/software/ink Small household appliances Electronic devices Telecom products Food Pharmaceutical products Toys Animal products/accessories Interior decoration DIY and garden products Sports products and apparel Personalised photo products Yes, already did Yes, planning to No Not yet Q1.2 Over welk(e) type(s) producten ging het? - Q1.15. Hebt u het/de bestelde product(en) uit het pakje teruggestuurd of bent u van plan dat te doen? Target: Received parcel < 7 days 15 7 8 14 10 8 10 5 5 7 9 3 11 2 15 3 6 7 9 14 13 20 13 5 10 9 6 4 6 7 4 3 77 83 82 68 75 70 75 88 83 80 82 92 77 89 80 94 2 3 2 4 2 2 2 2 2 3 3 2 5 2 1 n = 1166 n = 469 n = 369 n = 318 n = 224 n = 112 n = 169 n = 211 n = 146 n = 132 n = 112 n = 115 n = 117 n = 105 n = 103 n = 166
  • 24. How do you lower the risks Offer all the shipping options Brand of Transportation partner (logo = quality label) Shipping Costs (free if possible) Returns
  • 26. Online buyers expect information about their purchase Base: Total sample (n=1321) Question: Q3.8 Which information do you wish to receive about your order and the monitoring of your delivery when you buy a product online? Please indicate to which extent you find it important to receive each of the following types of information. ABCD: 95% significance level Desired information about order and delivery of online purchases Confirmation of the order Expected delivery time When the product is available When the product is shipped Monitoring of the shipment Estimated time of delivery after the shipment has left Confirmation of the delivery 1 1 6 5 8 5 10 11 36 37 45 51 45 30 88 63 58 50 41 50 60 Unnecessary Nice to have Must have

Editor's Notes

  1. Logistics as competitive advantage in (online) retail Wanneer we rekening houden met al die aspecten, dan wordt logistiek en levering een differentiator binnen omni-channel… en dat hebben de grote(re) spelers zoals Amazon, Zalando… al begrepen…
  2. Logistics as competitive advantage in (online) retail Wanneer we rekening houden met al die aspecten, dan wordt logistiek en levering een differentiator binnen omni-channel… en dat hebben de grote(re) spelers zoals Amazon, Zalando… al begrepen…
  3. Return management Retourmanagement is een belangrijk aspect van omnichannelretailing. Omdat producten niet vooraf gepast of bekeken kunnen worden, retourneren klanten vaak online aangekochte producten. Met de juiste retour oplossingen is het mogelijk om klanten producten snel en eenvoudig te laten retourneren, het product direct weer beschikbaar te maken binnen de voorraad en de klant op basis van klantdata tot een alternatieve aankoop aan te zetten. bpost : nationale en internationale retours Mogelijkheid voor consumenten om retourzendingen via postkantoren, postpunten en pakketautomaten terug te sturen. Mogelijkheid voor de retailer om te kiezen of zelf de retouretiket aan de consument geeft (bijvoorbeled op voorand in de verzending) of op een later moment, of dat het etiket door de loketbediende in een postkantoor wordt aangemaakt. Vanaf april 2014: Mogelijkheid voor de retailer om te kiezen of hij volledig of gedeeltelijk de kosten voor de retourzending draagt. Vanaf april 2014: mogelijkheid voor retailers met ambities om in het buitenland te verkopen om ook internationale retours vanuit 14 landen aan te bieden bpost kan ook de retourzendingen binnengebracht in een winkel afhalen en ze dan afleveren in de (e)DC. bpost kan ook retourzendingen bij de consument gaan afhalen (bijv. gebruikt door retailers in consumer electronics of retailers die een hoge persoonlijke dienstverlening willen aanbieden)