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1 © GfK October 17, 2017 | Online shopper journey evaluation - fashion webshops GfK Fashion & Lifestyle October 2017 Online shopper journey evaluation - fashion webshops An analysis of the online shopping experience of online clothing and shoes buyers.

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1© GfK October 17, 2017 | Online shopper journey evaluation - fashion webshops

GfK Fashion & Lifestyle

October 2017

Online shopper journey

evaluation - fashion webshopsAn analysis of the online shopping experience

of online clothing and shoes buyers.

2© GfK October 17, 2017 | Online shopper journey evaluation - fashion webshops

Heavy competition in the online fashion market

Online share in the fashion market is still growing.

So is the number of webshops available to

fashion shoppers.

The heavy competition makes customers more

demanding. They increasingly expect a

seamless shopping experience.

This development challenges online fashion

retailers to deliver a perfect shopping experience

in every step of the customer journey.

GfK offers essential insights for a better performance

GfK is a well-known provider of fashion market insights.

We serve fashion retailers and brands with insights on the

development of the fashion market and the online share within it.

In addition to this data, we now offer essential insights on the

evaluation of the shopper journey for 26 retailers offering

fashion online: pure players as well as omnichannel retailers.

The study gives an insight in the aspects that drive the choice

for a specific retailer when shopping fashion online. It shows the

performance of 26 retailers on these aspects. And it relates the

performance of the retailers to the relation that customers have

with these retailers, resulting in comparison of Brand Equity.

This results in useful insights for retailers on how to improve

their shopper journey performance. This will help retailers in

retaining loyal customers and attracting new shoppers.

3© GfK October 17, 2017 | Online shopper journey evaluation - fashion webshops

Answers to your

questions

How important

are the different

steps in the

online shopper

journey for

customers?

What are my

opportunities for

growth?

What do I need

to improve in

order to create a

perfect shopper

experience?

On which

aspects did I

improve my

performance

compared to

last year?

4© GfK October 17, 2017 | Online shopper journey evaluation - fashion webshops

Set up and methodology

Method

Fieldwork

Sample

Online research

Evaluation of web shops offering fashion or shoes

August 2017

5.750 Completes

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.

A total of 26 retailers are evaluated.

* Final sample: respondents

that bought clothes or shoes

online for themselves or others

in the past 12 months

5© GfK October 17, 2017 | Online shopper journey evaluation - 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

5REASONS TO

SHOP AT

RETAILER

Awareness and consideration of

online fashion and shoe retailers

1 AWARENESS &

CONSIDERATION

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

6© GfK October 17, 2017 | Online shopper journey evaluation - fashion webshops

Orientation

19 aspects in the online shopper journey for 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

7© GfK October 17, 2017 | Online shopper journey evaluation - fashion webshops

Retailers in evaluated in this study

Online only retailersBol.com

Bon Prix

Klingel

Otto

Wehkamp.nl

Zalando

Omnichannel retailersANWB

C&A

Coolcat

De Bijenkorf

Didi

Esprit

H&M

HEMA

Miss Etam

MSmode

Nelson

O'moda

Scapino

Schuurman Schoenen

Steps

the Sting

vanHaren

WE Fashion

Zara

Ziengs

8© GfK October 17, 2017 | Online shopper journey evaluation - fashion webshops

Deliverables en Investment

*) VAT excluded

The study “Online shopper journey evaluation-

fashion webshops” gives an answer to the

following questions:

What is the performance of my webshop compared

to others?

What is the development of my performance,

compared to last year?

Why do my customers choose 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?

What is my opportunity for growth, compared to

my competitors?

The report will be personalized and is available

within 5 days.

Investment per participant: 5.900 Euro*.

Deliverables Investment

9© GfK October 17, 2017 | Online shopper journey evaluation - fashion webshops

Contact

10© GfK October 17, 2017 | Online shopper journey evaluation - fashion webshops

Your Contacts

Gino Thuij

Industry Lead Fashion & Lifestyle

+31 88 435 1531

[email protected]

The Netherlands

Lianne van der Wijst

Consultant Fashion & Lifestyle

+31 88 435 1580

[email protected]

The Netherlands

11© GfK October 17, 2017 | Online shopper journey evaluation - fashion webshops

Appendix: content of the report

12© GfK October 17, 2017 | Online shopper journey evaluation - fashion webshops

Content of the report

1

2

3

4

Online Purchase BehaviorCategories bought, by age

FunnelAwareness, consideration and brand relation

Importance Importance of 19 aspects, by age and gender

PerformanceOverall performance and performance on 19 aspects for 26 retailers

5

6

7

8

PositioningPosition of 26 retailers on ‘easy to find products’ and ‘delivery costs’

Online BehaviorReach, visit frequency and length of visit of 26 online retailers in the past 6 months

Individual reportOverview of results for your own web shop

(including App usage)

Methodology & Contact

13© GfK October 17, 2017 | Online shopper journey evaluation - fashion webshops

Example: most important reasons to buy from this retailersegment 1

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

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

19%

31%

29%

4%

7%

39%

24%

9%

8%

6%

2%

1%

1%

2%

3%

Price / promotion

Good experiences with this retailer

Reliabililty of the retailer

Product was only available at this retailer

Possibility to pick up / return in store

Quick delivery

No/low shipping costs

Possibility to pay afterwards

Easy to return

No/low return costs

Recommended of family/friends/acquaintances

Because of the loyalty/savings program

Advertisements on tv/radio/newsletter/social media

Possibility to buy on credit

No specific reason

Other

14© GfK October 17, 2017 | Online shopper journey evaluation - fashion webshops

Example: Performance report Retailer X

Knowing

Considering

Preference

Funnel - Gender Funnel - Age

<30 30-39 40-49 50-64 65+

Top 5 most important reasons to shop at Retailer X

Rank: # 17

5.64

1. Findability of site

2. Delivery options

3. Ordering process

Top 3 aspects Bottom 3 aspects

1. Inspiration

2. Assortment

3. Attractiveness website

Overall Performance

43%63%

12% 22%

5% 12%

55% 60% 55% 50% 50%

20% 26% 19% 13% 11%

9% 13% 10% 6% 7%

7%

93%

Yes

No

46%

44%

43%

Inspiration

Buying

Deals

App usage

Base: All consumers (n = 5.390)

Base: All consumers that

evaluated retailer X

(n=659)

5.6

5.7

5.5

5.6

5.5

5.8

5.9

4 5 6 7

Men

Women

<30

30-39

40-49

50-64

65+

5.65

42%

37%

22%

21%

13%

Price/promotion

Good experiences

with retailer

Reliability

of the retailer

No / low return costs

Possibility to pick up

/ return in store

15© GfK October 17, 2017 | Online shopper journey evaluation - fashion webshops

20%

8%6%

15%

0%

5%

10%

15%

20%

25%

Reach (share of population that visited website in the last 6 months)

Reach

Website 1

Website 2

Website 3

Website 4

Etc.

Example: online behavior

1,2

2,01,8

1,5

0,0

0,5

1,0

1,5

2,0

2,5

Visit frequency (number of visits in the last 6 months)

Visit frequency

Website 1

Website 2

Website 3

Website 4

Etc.

4,5

2,3 2,1

5,0

0,00

1,00

2,00

3,00

4,00

5,00

6,00

Minutes per session

Duration of visit

Website 1

Website 2

Website 3

Website 4

Etc.

Answers questions like:

- How does my website perform compared to

competition?

- Who are my key competitiors?

- What is the reach of each website, how frequent do

shoppers visit the website and how long do they stay?

How to read:

8% of the Dutch online

population 18+ years

old visited the website*

during the last half year

How to read:

On average the visitors of

the website* visited the

website 1.5 times during the

last half year

*) for generic retailers, only fashion related webpages are included in this analysis

How to read:A visit to the website in

the last half year took

on average 4.5

minutes