SafeShops.be The Safeshops Inside E-Shopping Report 2017
The research Why and how?
01 The research Why? Develop and share real insights into online shopping Support Safeshops Awards with objective screening of webshops Awards by shoppers, not “industry experts” Equal chance for all to win 3
02 The research How? 2 phases Qualitative 1 Quantitative 2 4
02 The research How? QUALITATIVE RESEARCH 1 Deep dive Explore Understand what makes sense to measure Qualitative screening of participating webshops • 5 focus groups: • Men & women • 18-65 • FR & NL • Online shoppers 5 • Different categories
02 The research How? QUANTITATIVE RESEARCH 2 NATIONAL REPRESENTATIVE SAMPLE (N=522) ADDITIONAL SAMPLE WITH CUSTOMERS OF EACH PARTICIPATING WEBSHOP (N=1774) Measure attitudes & Quantify Shopping Motivations Screen & score webshops 2296 Total sample 6
Which parameters determine webshop scores? LOGISTICS 1. Delivery costs 2. Reliability & speed of delivery 3. Delivery options 4. Easiness and flexibility of return policy CLIENT SERVICE 1. Accessibility client service 2. Expertise 3. Friendliness & Speed 4. Q&A PAYMENT / 1. Transparency prices and costs CONTRACTING 2. User-friendliness payment 3. Number of payment methods 4. Payment security measures 5. Possibility to store payment data CONCEPT 1. Design 2. Userfriendliness site 3. Level of product information 4. Pricing 5. Promotions & actions 6. Mobile friendliness 7. Assortment scope 8. Quality labels 9. Inspiration power 7
A few key figures
#1 High frequency shop visit ≠ High frequency purchase Several times a day Daily Weekly Monthly Less than monthly 100% 9% 90% 18% 80% 39% 70% 60% 50% 44% 40% 40% 73% 30% 20% 21% 20% 17% 10% 8% 2% 0% 1% Surfing Buying 9
# 2 38 % says they will 100% 3% 90% buy more online next 80% year I think I will buy less online next 70% year 59% Only 3% will buy less 60% I don't think my buying 50% behavior will change 40% I think I will buy more online 30% next year 20% 38% 10% 0% 10
# 3 How often do you buy … online? Most bought 0% 5% 10% 15% 20% 25% 30% 1. Concert/filmtickets Concert & movie tickets 26% 2. Travel Travel 24% 3. Fashion Fashion 24% 4. Books Books 22% 5. Airplane tickets Airplane tickets 21% Movie & music 16% Shoes 16% Least bought Electronics 15% Beauty & Health 14% 1. Jewelry Games 13% 2. Furniture Pet products 11% 3. Financial products Home / garden / pet 10% 4. Pharma Food & beverages 8% Sports gear 7% 5. Home & garden Home & garden decoration 7% decoration Pharma 6% Finance 5% Home & Garden furniture 4% Jewelry 3% 11
# 4 Which device do people use most often when shopping online 83% 16% Laptop 11% or PC Tablet Smartphone 12
# 5 44 % ALWAYS reads reviews before buying 47 % NEVER writes one 13
# 6 Belgians prefer to shop in their own language To what extent would you trust a webshop written in … Dutch French English 100% 90% 77% 77% 76% 80% 70% 58% 60% 49% 50% 44% 40% 40% 26% 30% 19% 20% 10% 0% North (N=305) Brussels (N=55) South (N=162 14
# 7 48% of Belgian online shoppers considers presence of an offline store in Belgium important 0% 20% 40% 60% 80% 100% Has an offline store in Belgium 48% Has a Belgian URL (.be) 40% The company behind the 36% webshop is Belgian Offers Belgian products 32% 15
Online shopping The large majority of Belgian online shoppers buys abroad once in a while Do you sometimes buy products abroad 0% 20% 40% 60% 80% Yes No Netherlands 59% France 43% Germany 36% UK 34% China 31% 75% 25% USA 23% Canada 4% Middle East 1% African countries Other 8% 16
# 8 We prefer delivery to an address of our choice 0% 20% 40% 60% 80% Alternatives are Home or other address 76% still clearly less Pick up point 19% popular In the store 4% In a locker 1% 17
I just love it. I come home around 10pm, and then I do my shopping. Takes me 20 minutes… I compare prices, I can easily manage the process, it’s less expensive. Even if I’m against it, it is so easy I just cannot not use it... Online shopping – a love / hate relationship? 18
Online shopping = • Convenience • Comfort • A seamless experience • Reliable processes BUT there are barriers The more you can • Insecurity compensate for this, • Delayed satisfaction the more successful • Guilt you will be • Artificiality 19
# 9 It’s all about 0% 5% 10% 15% 20% 3,5 the product Most concerning 4,0 Product Quality 4,5 But privacy is Guarantee Payment 5,0 clearly a Undamaged delivery Will it arrive at all concern too 5,5 Hidden costs 6,0 6,5 Privacy Where & how to complain 7,0 Unclear contact information Did I buy the right product 7,5 Origin of webshop 8,0 Least concerning 8,5 20
# 10 The ideal webshop What do people want? 1. 2. 3. 4. LAY-OUT & EFFICIENT ENOUGH TRANSPARENCY OVERVIEW SEARCHING FILTERS PRICES & COSTS 5. 6. 7. 8. FULL INFO & SEAMLESS INTUITIVE BROAD OFFER INSPIRATION BUYING NAVIGATION 9. 10. 11. 12. VARIETY OF DELIVERY CLIENT REVIEWS PAYMENT OPTIONS SERVICE METHODS 21
The ideal webshop 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% Clarity of price and costs 81% Price & Low or no delivery costs 77% convenience Sharp prices 76% Reliability and speed of delivery 74% are key Userfriendliness payment 71% Delivery options 71% Extra measures and security payment 67% Simple and flexible return policy 66% Userfriendliness website 66% Broad assortment 64% Level of product information 63% Friendly and fast service 62% Fun promotions and actions 60% Number of payment options 54% Accessibility client service 53% Expertise customer care 48% Has quality label(s) 43% Q&A 34% Mobile friendly 31% Store payment details 31% Beautiful design 28% Offers inspiration 27% 22
Ideal DELIVERY Webshop 0% 20% 40% 60% 80% 100% Free delivery Offers free delivery @home and track & 84% Delivery @ home trace are must 69% haves Offers track & trace 59% Communicate exact time of 48% delivery via email, sms or app Allows you to choose when and 47% where goods are delivered Possibility to deliver next day 30% Option to pick up in local corner 21% store Possibility of same day delivery 17% Pick up point in supermarket 16% where you usually go Uses as compact boxes as possible 16% Shipped with a shipping company 16% of choice Option to pick up @ post point 14% Possibility to pick up in lockers / 6% pack machine 23
Ideal CUSTOMER CARE Webshop Speed and 0% 20% 40% 60% 80% 100% reachable via Fast reaction 73% email are top Reachable via email 68% of the list Competent staff 57% Reachable via phone 53% 24/7 accessible 48% Clear complaints procedure 46% Reachable via chat 33% Has a call back option 22% Extensive Q&A section 21% Possibility to communicate via 12% social media Possibility to communicate via 7% WhatsApp or other messenger … 24
Ideal PAYMENT & TERMS Webshop 0% 20% 40% 60% 80% 100% Free return, Gratis retourzending 70% transparency and Vermeldt duidelijk alle bijkomende 58% kosten confirmation of Stuurt een bevestiging van de 57% bestelling orders are most Heeft meerdere 52% betaalmogelijkheden important Werkt met een beveiligde (HTTPS) 43% verbinding Geeft zelf retourformulier en etiket 30% mee Heeft een helder en duidelijk 29% koopproces Flexibel retourbeleid 29% Geeft je een redelijke 26% bedenkingstermijn/retourtermijn Komt bij een retour zelf het pakket 21% ophalen Laat je toe om aankopen te doen, 20% zonder verplichte registratie Mogelijkheid om mijn 9% betaalgegevens op te slaan Geeft de optie om via Facebook te 2% betalen 25
Ideal WEBSITE CHARACTERISTICS Webshop 0% 20% 40% 60% 80% 100% Sharp prices are Sharp prices 70% important Clear pictures of each product 51% Clear and complete product 47% descriptions As is full product An easy to understand website 41% information Broad offer 40% Fun actions and promotions 38% Efficient search engine 34% Frequent actions and promotions 33% Filters allowing you to easily find what 32% you want Allows for easy comparison between 28% products Has a wish list function 13% Mobile friendly site available 12% Suggests similar or relevant additional 10% products Allows to share easily on social media 4% 26
Ideal SECURITY & TRUST Webshop 0% 20% 40% 60% 80% 100% Deal Deals confidentially with your data 65% confidentially Is sufficiently protected against 59% hacking with customer Does not send unwanted publicity 57% data Has a clear guarantee policy 47% Works with https (3D secure or 44% MobilePay) Offers reviews from other customers 41% Has a quality label 37% Has a clear privacy policy 30% Has a physical store I can visit 27% Remembers your preferences 21% Allows to store a detailed personal 13% profile 27
# 10 The olympic minimum for webshops TRANSPARENT FAST RELIABLE FLEXIBLE SHARP PRICES SAFE PAYMENT ! Gives right to play Does not necessarily differentiate! 28
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