eRetail 2011 - Henk Pleiter - comScore

Henk L. Pleiter – Business Development Manager

Overview retail in Nederland en op Europees niveau

14:20 uur @ Podium 5/6 Follow @comScoreEMEA on Twitter

2© comScore, Inc. Proprietary

Make this the Needs & Wants Slide

Who is my audience?


What does your Target do online?


Make your users known

Many analytics solutions provide you with the trends of your users.

But none can help you understand them.



If you can understand your audience demographics…

12%, 120,000 users this week are:

:: 48 years old :: Male:: First time visitor to your site:: Search referral

… You can better understand your business



See and understand the breadth of your audience.

:: 48 Year Old :: Male:: First time visitor to your site:: Search referral

:: 26 years old :: Female:: Frequent Visitor

:: 23 years old :: Male:: Return visitor from your latest Ad Campaign

:: 38 years old :: Female:: Return visitor from her first visit on a targeted page



Know your audience.

Know your business.



AccentureAce JewelersAce JuweliersAchmeaActieHeldenaffilinetAgri Retail B.V.AgrimarktAgriRetail (BoerenBond/Welkoop)AktiesportAkzoNobelAlbert HeijnAlpha InternationalAlpha International BVAlterianAlways be MobileAmazingAmsterdam Airport SchipholANWBAS WatsonAtos WorldlineAudioNovaAutorijden.nlBaboon Bakker HillegomBandoleraBCCBCC elektro-speciaalzaken BVBDO Corporate FinanceBeterBedBeverBever ZwerfsportBike Totaal BVBiretcoBlokker BVBoekenPartners

bol.comBovemij VerzekeringenBramer Brova BVBrunaBuckaroo B.VBuckaroo BVCentric Retail SolutionsCheckitCheckit B.V.Christine le DucClaudia SträterCmotions BVCoca-ColaCoeprnica BVColtexcomScoreConcept7CoolblueCOOLCATCoop SupermarktenCoöperatie Primera b.a.Cow Hills Retail BVCPI Card Groupd-reizende BijenkorfDe Personeel ShopDeli XLDeloitteDeloitte ConsultingDGN retailDivide BvDMV Invest BVDress-for-lessDrukkerij Em.de Jong B.V.e-SailE-Village

E2MAE2Ma Consumer Profiling EBMPElektor/ParcolEmerceEnergie:directEnergiedirect.nlEperiumESail GmbhEshuis BvEtam GroepEuro Shoe GroupEuroshoe Unie NVExperianExpertExpert B.V.ExpressoExpresso fashioneXQuo ConsultancyFabriqueFormido Bouwmarkten BVFredje.comfreelancefreelancefirm freerecordshopFront RunnerFrontaalGARANT Schoenen + Mode B.V.Garden Retail Servicesgemeente tytsjerksteradiel

GfKGfK Retail & TechnologyGoogleGT in bedrijfHandyman B.V.Hans Andershans textielhans textiel b.v.HeinekenHEMAHet GOEDHoofdbedrijfschap Detailhandel (HBD)Hoogenbosch Retail GroepHoogvliet Supermarkten B.V.Hotelkamerveiling.nlHunkemollerHunkemöllerHvAHybrisIBMIMGInfinitasInfo.nlinSidedIntergammaInternationale Meubel GroepIntertoysIntertoys Holland B.V.IS WORKSJUMBO SupermarktenKamer van Koophandel Zuidwest-NederlandKegaKega KijkshopKIN Netherlands/LucardiKinder Muziekwinkel

Maxeda DIYMcGregor Fashion GroupMeasureworksMedia BalanceMediaMonksMediaMonks BVMegapool.nlMen at WorkMen_at_WorkmettMexxMicrosoftMicrosoft B.V.MirabeauMirabeau Mobile Generationmooi parfumerieMorganaMrgMYbusinessmediaNCOI OpleidingsgroepNeboko RetailNebula Nova / BaraarvoiceNebula Nova B.V.NederlandsNetprofilerNetwerk VSPNewfysicNEWPEOPLENike Retail BVOad GroepOttoParadigitParadigit ComputersPayPalPDEngineers


Male vs Female

E-retail0

50

100

150

200

250

300

MaleFemale

Bron : Emerce


Beslissingsbevoegdheid

E-retail

0 20 40 60 80 100 120 140 160

Geringe Besliss-ingsbevoegdheidVolledige besliss-ingsbevoegheidGrote besliss-ingsbevoegdheidNiet ingevuld

Bron : Emerce


Algemeen directeur, eigenaar, CEO

Internet adviseur

Content manager

Internet directeur

Marketing manager

Client service manager

StagiairSalesmanager, hoofd verkoop

Business development manager

User interface designer

Media executive

Account Director

Media Strateeg



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The Only Global Measurementof Audience and E-commerce

170+ Countries Under Measurement43 Markets Reported

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fied

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ital M

easu

rem

ent™

V0910


Overview Retail in Nederland en vergelijking op Europees niveau


Feiten

Winkeliers die het gros van hun producten op afstand verkopen, zoals postorderbedrijven en webwinkels, hebben vorig jaar 14,6 procent meer omzet geboekt dan in 2009.

Online-consumentenbestedingen in Nederland uitgekomen op ruim 8,2 miljard euro;

De gemiddelde orderwaarde nam af tot 119 euro p. bestelling.*

Online retail sales in Western Europe reached €68 billion in 2009 and are projected to grow to €114 billion by 2014. The European online retail market (EU-17) will increase at a growth rate of 11% over the five-year forecast period. **

*Bron : Centraal Bureau voor de Statistiek (CBS)

**Bron: Forrester, Western European Online Retail Forecast, 2009 To 2014


Even with broadband home connections, at-work buying remains an important part of U.S. retail e-commerce activity at U.S. websites. International buying at U.S. sites increasing

2008 2009 2010

5.9% 6.5% 7.1%

43.2% 45.4% 44.4%

50.9% 48.1% 48.5%

Work

Home

International

$130 Billion $130 Billion

U.S. Retail E-commerce Spending By LocationSource: comScore, Inc.

Total Spending: $142 Billion


EU: Online and total holiday Sales in 2010


EU: Online Retail in Nederland reached 80,4% of the population

Germ

any

France

United K

ingdom

Spain

Italy

Turkey

Poland

Nether

lands

Sweden

Belgiu

m

Switzer

land

Austria

Denm

ark

Portugal

Norway

Finla

nd

Irela

nd

0.000

10,000.000

20,000.000

30,000.000

40,000.000

50,000.000

60,000.000

Number of Unique Visitors for Retail Sites and Total Internet across EuropeSource: comScore Media Metrix, Jan 2011

Retail Total internet


EU: And the potential for marketers is growing

Feb-2010 Mar-2010 Apr-2010 May-2010 Jun-2010 Jul-2010 Aug-2010 Sep-2010 Oct-2010 Nov-2010 Dec-2010 Jan-2011 Feb-20110

1,000

2,000

3,000

4,000

5,000

6,000

Trend : Unique Visitors (000) of Top 10 Retail CategoriesSource: Media Metrix, Feb 2010 - Feb 2011

Comparison Shopping Apparel Consumer Electronics Computer Hardware

Computer Software Retail - Food Home Furnishings Flowers/Gifts/Greetings

Books Sports/Outdoor


NL: Especially ‘Malls’ and Consumer Goods

Computer Hardware

Consumer Electronics

Health Care

Sports/Outdoor

Tickets

Department Stores

Retail - Food

Apparel

Toys

Comparison Shopping

Jewelry/Luxury Goods/Accessories

Consumer Goods

Mall

1.1%

1.2%

2.0%

2.8%

11.2%

12.7%

18.5%

18.7%

23.7%

27.5%

39.6%

62.3%

66.1%

Growth (%) of Retail Category in the Netherlands by Number of Unique VisitorsSource: comScore Media Metrix, Feb 2010 - Feb 2011


EU: Reach Retail Sites across Europe

United K

ingdom

France

Germ

any

Irela

nd

Nether

lands

Spain

Denm

ark

Sweden

Norway

Belgiu

m

Switzer

land

Poland

Austria

Turkey

Italy

Finla

nd

Portugal

0.0%

10.0%

20.0%

30.0%

40.0%

50.0%

60.0%

70.0%

80.0%

90.0%

100.0%

0.0

10.0

20.0

30.0

40.0

50.0

60.0

70.0

80.0

90.0

100.0

Reach (%) and Average Minutes per Visitor for Retail Sites across EuropeSource: Media Metrix, Jan-2011

Reach Average minutes per visitor

Rea

ch %

Avg

. M

inu

tes

per

vis

ito

r


NL: Average Minutes on Retail Sites NL

Age 15-24 Age 25-34 Age 35-44 Age 45-54 Age 55+0.0

10.0

20.0

30.0

40.0

50.0

60.0

70.0

80.0

Average Minutes spent On Retail Sites per VisitorSource: Media Metrix, Jan-2011

Male Female


NL: Top 10 Retail Sites

Bing Ciao

KIESKEURIG.NL

Compare Group

KOOPJE24.NL

Beslist Sites

AH.NL

Wehkamp

Apple.com Worldwide Sites

Amazon Sites

Bol Sites

8.6%

9.4%

9.6%

9.7%

10.8%

11.0%

14.3%

15.6%

17.3%

24.9%

Top 10 Retail Sites By Reach (%)Source: Media Metrix, Age 15+, Feb 2011


NL: Reach M/F top 10 Retail Sites

Bol Site

s

Amaz

on Site

s

Apple.c

om W

orldwid

e Site

s

Weh

kam

p

KIESKEURIG

.NL

Beslis

t Site

s

Compar

e Gro

up

Bing C

iao

AH.NL

KOOPJE24

.NL

0.0

5.0

10.0

15.0

20.0

25.0

30.0

Reach (%) per Gender of top 10 Retail Web Sites across The NetherlandsSource: Media Metrix, Age 15+, Feb-2011

Male Female


NL: Reach Bol.com vs. Wehkamp

Bol Sites Wehkamp

20.7

7.9

24.3

12.5

25.1

13.2

25.7

14.8

22.4

10.3

Demographic Profile: Reach of Male Visi-tors Bol vs. Wehkamp

Source: Media Metrix, Age 15+, Feb-2011

Male: 15-24 Males: 25-34 Males: 35-44

Male: 45-54 Male: 55+

Bol Sites Wehkamp

26.0

13.0

26.6

16.4

32.4

22.8

25.4

17.2

21.5

15.0

Demographic Profile: Reach of Female Visi-tors Bol vs. Wehkamp

Source: Media Metrix, Age 15+, Feb-2011

Female: 15-24 Females: 25-34 Females: 35-44

Female: 45-54 Female: 55+


NL: Cross Visiting

BESTEPRODUCT.NL

KIJKONDERZOEK.NL

LETSGODIGITAL.ORG

ACTIECODE.NL

COSMOX.NL

WEIGHTWATCHERS.NL

SELEXYZ.NL

BRUNA.NL

BUDGETGAMING.NL

DIGICAMSHOP.NL

66.9%

67.2%

67.4%

67.6%

69.9%

70.6%

71.9%

73.4%

77.0%

83.3%

Cross Visiting Bol.comSource: Media Metrix, feb-2011


US: Top10 Coupon Sites

21%

20%

15%10%

8%

7%

6%

5%

5% 4%

Top 10 US Coupon Sites

Groupon.comCoupons, inc.RetailmeNOT.comEversave.comEbaycoupon.usRebateGaint.comMyPoint SitesCoiuponCabin.comCouponMoutain.comSmartSource.com

Bron : MediaMetrix comScore

34© comScore, Inc. Proprietary Bron : Media Metrix comScore

33%

14%10%9%

9%

9%5%

4%3%2%

Total Unique VisitorsGroupon

UITMETKORTING.NL

UNITEDCONSUMERS.COM

ACTIEPAGINA.NL

COUPONCODE.NU

ACTIECODE.NL

KORTINGSCODE.NET

LivingSocial

GRATIS.NL

COUPONZY.COM

NL: Top10 Coupon Sites


Can Social Networks Drive E-Commerce?

84% of all Hyves users and 91.4% of all Linkedin users also visited a retail sites during February 2010

91.2% of all visitors to comparison shopping sites also used a social network


Mobile Commerce?

“The key to unlocking mobile commerce was to make it easier for people to both search and then consummate the transaction on the mobile device.

As smartphones become ubiquitous and local businesses put their inventory online, I think this will be the year that smartphones [change the way commerce is done].”

Jonathan RosenbergGoogle SVP, Product

Google Q4 2010 Earnings Call


Mobile Commerce?


More Smartphones than Non Smartphones Sold From November 2010

In December 2010, 50.8% of newly acquired devices were Smartphones. November 2010 was the first time that Smartphones made up the majority of newly acquired devices.

The desire for feature phones as new devices is declining: acquisitions of Smartphone's are up 69.7% whilst non-Smartphone acquisitions are down 23.4% year-on-year.

Product: MobiLens

Data: Three month average ending December 2010

Country: EU5, N= 69,003

Dec-09 Jan-10 Feb-10 Mar-10 Apr-10 May-10 Jun-10 Jul-10 Aug-10 Sep-10 Oct-10 Nov-10 Dec-100.0%

10.0%

20.0%

30.0%

40.0%

50.0%

60.0%

70.0%

80.0%

31.8%

50.8%

68.2%

49.2%

New Devices Acquired by Type

Smartphone Not Smartphone

% A

cqu

ired

Dev

ice

in M

on

th


EU: Retail-related Sites Witnessed the Largest Growth Across Europe on Mobile in 2010

comScore MobiLens, 3-month-av., ending December 2010, mobile users 13+

0

5,000

10,000

15,000

20,000

25,000

30,000

35,000

40,000

45,000

Top Mobile Categories EU5 by YoY-Growth

Dec-09 Dec-10

Uniqu

e Users (0

00) + 86%

+ 82%

+ 80%

+ 79%

+ 76%

+ 75%

+ 71%

+ 71%

+ 71% + 70%



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Thank You

More information:

Henk L. Pleiter

Business Development Manager

E [email protected]

T @pleiter

M +31 (0)6 225 29 885