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1 © GfK November 17, 2016 | Benchmark onderzoek Waardering Fashion webshops Benchmark evaluation fashion webshops An analysis of the online shopping experience when buying clothes or shoes online. GfK Consumer Experience / Fashion & Lifestyle November 2016

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  • 1 © GfK November 17, 2016 | Benchmark onderzoek Waardering Fashion webshops

    Benchmark evaluation

    fashion webshops An analysis of the online shopping experience when buying clothes or

    shoes online.

    GfK Consumer Experience / Fashion & Lifestyle

    November 2016

  • 2 © GfK November 17, 2016 | Benchmark onderzoek Waardering Fashion webshops

    The aim of the research is to give online and

    multichannel retailers insight in their position

    within the domain of clothing and shoes. It shows:

    • How they perform compared to competitors;

    • Why clients choose for them;

    • Which aspects of the webshops needs

    improvement.

    Background and goal of this study

    GfK started this study for retailers and brands to gain insight in the evaluation of the purchase journey of

    customers when buying clothes or shoes online.

  • 3 © GfK November 17, 2016 | Benchmark onderzoek Waardering Fashion webshops

    Set up and methodology

    Method

    Fieldwork

    Sample

    Online research

    Evaluation of web shops offering fashion or shoes

    August 2016

    20.528 invites

    5.390 Completes*

    Response 26%*

    GfK OnePanel

    Men and women of 18 years and older

    Representative for the Netherlands

    on age, gender and region.

    The respondents have been asked at which online retailer

    they bought clothes or shoes for themselves or others in the

    past 12 months. They only evaluated the website of a retailer

    if they bought at that online retailer during the last 12 months.

    The final result is based on the weighted averages that the

    retailers have scored on the different touchpoints in the

    purchase journey. For the overall performance, the degree of

    importance of the different aspects for the buyers at the

    specific retailers have been taken into account.

    * Final sample: respondents

    that bought clothes or shoes

    online for themselves or others

    in the past 12 months

  • 4 © GfK November 17, 2016 | Benchmark onderzoek Waardering Fashion webshops

    Topics in this study

    Brand relations of online fashion and

    shoe retailers

    2 BRAND RELATION

    Top reasons to shop at specific online

    fashion and shoe retailers

    5 REASONS TO

    SHOP AT

    RETAILER?

    Awareness and consideration of

    online fashion and shoe retailers

    1 AWARENESS

    Performance of online fashion and

    shoe retailers on relevant aspects in

    the purchase journey

    4 PERFORMANCE OF WEB SHOPS

    Importance of different aspects in the

    online purchase journey for fashion

    and shoes

    3 IMPORTANCE OF ASPECTS

    Reach, visit frequency and length of

    visit for online fashion and shoe

    retailers

    6 ONLINE BEHAVIOR

  • 5 © GfK November 17, 2016 | Benchmark onderzoek Waardering Fashion webshops

    Orientation

    19 aspects in the online purchase journey fashion and shoes

    Selection Transaction Delivery

    • The website looks

    attractive

    • The website inspires

    • The website is easy

    to find

    Service

    • Delivery times are

    acceptable

    • There are enough

    delivery options

    (timewise)

    • Delivery costs are

    acceptable

    • Clear information

    about the delivery

    • Website offers

    enough selection

    criteria

    • Easy to find what I

    am looking for

    • Product information

    is sufficient

    • Website offers a wide

    range of products

    • The products are

    properly shown

    • The ordering process

    is easy

    • There are enough

    payment methods

    • There are enough

    delivery options

    (locationwise)

    • Possible return

    options

    • Return costs are

    acceptable

    • Ways in which

    customer service is

    accessible

    • The way I am treated

    as a customer

  • 6 © GfK November 17, 2016 | Benchmark onderzoek Waardering Fashion webshops

    Retailers in evaluated in this study

    Online retailers Omnichannel retailers Bol.com ANWB

    Bon Prix C&A

    Klingel Charles Vögele

    Otto Coolcat

    Wehkamp.nl De Bijenkorf

    Zalando Didi

    Esprit

    H&M

    HEMA

    Miss Etam

    MSmode

    Nelson

    O'moda

    Scapino

    Schuurman Schoenen

    Steps

    the Sting

    vanHaren

    WE Fashion

    Zara

    Ziengs

  • 7 © GfK November 17, 2016 | Benchmark onderzoek Waardering Fashion webshops

    Content of the report

    1

    2

    3

    4

    Online Purchase Behavior Categories bought, by age

    Funnel Awareness, consideration and brand relation

    Importance Importance of 19 aspects, by age and gender

    Performance Overall performance and performance on 19 aspects for 27 retailers

    5

    6

    7

    8

    Positioning Position of 27 retailers on ‘easy to find products’ and ‘delivery costs’

    Online Behavior Reach, visit frequency and length of visit of 27 online retailer in the past 6 months

    Individual report Overview of results for your own website

    Methodology & Contact

  • 8 © GfK November 17, 2016 | Benchmark onderzoek Waardering Fashion webshops

    Example: most important reasons to buy from this retailer segment 1

    Retailer A Retailer B Retailer C Retailer D Retailer E Retailer F

    19%

    31%

    29%

    4%

    7%

    39%

    24%

    9%

    8%

    6%

    2%

    1%

    1%

    2%

    3%

    Price / salespromotion

    Good experiences with this retailer

    Reliabililty of the retailer

    Product was only at this retailer available

    Possibility to pick up / exchange in store

    Quick delivery

    No/low shipping costs

    Possibility to pay afterwards

    Easy to return

    No/low return costs

    Recommendation of family/friends/acquaintances

    Because of the loyalty/saving program

    Advertisements on tv/radio/newsletter/social media

    Possibility to buy on credit

    No specific reason

    Other

    48%

    28%

    11%

    13%

    1%

    18%

    8%

    14%

    9%

    7%

    4%

    1%

    1%

    1%

    8%

    6%

    24%

    35%

    21%

    9%

    1%

    13%

    7%

    20%

    14%

    7%

    3%

    1%

    3%

    11%

    5%

    27%

    23%

    17%

    20%

    1%

    11%

    4%

    20%

    9%

    6%

    2%

    2%

    7%

    12%

    10%

    25%

    29%

    22%

    6%

    1%

    39%

    7%

    19%

    13%

    9%

    1%

    1%

    1%

    4%

    4%

    5%

    33%

    24%

    15%

    9%

    1%

    22%

    32%

    7%

    13%

    19%

    3%

    1%

    4%

    5%

    D03: which of these are the 2 most important reasons for you to order clothes or shoes at this web shop? Base: bought online at this retailer in last 12 months

  • 9 © GfK November 17, 2016 | Benchmark onderzoek Waardering Fashion webshops

    Example: Performance report Retailer X

    Knowing

    Considering

    Purchasing

    Funnel - Gender Funnel - Age

  • 10 © GfK November 17, 2016 | Benchmark onderzoek Waardering Fashion webshops

    Deliverables en Investment

    *) VAT excluded

    The research “Benchmark evaluation of

    fashion websops” offers the following:

    What is the performance of my webshop

    compared to others?

    Why do my customers choose for me?

    What are the USP’s of my competitors?

    Which aspects in the shopper journey do I

    have to improve in order to attract more

    customers or increase the value per

    customer?

    The report will be personalized and is available

    within 5 days.

    Investment per participant: 5.900 Euro*.

    Deliverables Investment

  • 11 © GfK November 17, 2016 | Benchmark onderzoek Waardering Fashion webshops

    Contact

  • 12 © GfK November 17, 2016 | Benchmark onderzoek Waardering Fashion webshops

    Your Contacts

    Gino Thuij

    Industry Lead Fashion & Lifestyle

    +31 162 384252

    [email protected]

    The Netherlands

    Lianne van der Wijst

    Consultant Fashion & Lifestyle

    +31 162 384118

    [email protected]

    The Netherlands