UPS PULSE OF THE ONLINE SHOPPER GLOBAL STUDY · 2017. 11. 29. · UPS Pulse of the Online Shopper™ Global Study Executive Summary. ... designed by comScore in conjunction with UPS

UPS PULSE OF THE ONLINE SHOPPER™

GLOBAL STUDY

1

WHO WE ARE

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• Mission: To Help Digital Marketers Succeed Online.

• Incorporated: 2005.

• Global Offices: Princeton (HQ). London. Hyderabad.

• Team: 80+ fanatically analytical search marketers with over 5.5 MM

hours of hands-on retail search marketing experience.

4

CLIENT LIST

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“”

Within 12 months

of implementing our

strategy, organic traffic

more than doubled &

transactions went up

significantly.

Ken Bausch,

VP Interactive Marketing,

World Kitchen

ABOUT NETELIXIR UNIVERSITY

• NetElixir University was launched in 2012 with a vision of “democratizing the digital

marketing industry through exceptional knowledge and expertise sharing.”

• Our goal is to share the best practices in retail + digital marketing with 10,000 businesses

worldwide by 2015

• Join NetElixir University

https://www.linkedin.com/grp/home?gid=4626057

https://www.linkedin.com/grp/home?gid=4626057

ABOUT ASHLEY BOGGS

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• Sr. Marketing Manager in UPS Corporate Retail Marketing, advising retailers big and small on the latest innovations and trends to improve the omni-commerce shopping experience.

• Managed strategic alliances with Google, Amazon and Microsoft

• For twenty years, has helped companies leverage media and technology to tell their story through various channels.

• Prior to UPS, operated Vision Media, a Marketing, Multimedia and Public Relations firm, and held various positions in advertising sales and media, including roles at CBS News and Jezebel Magazine.

• She is completing an MA in Integral Human Science from the California Institute for Human Science, has an MBA from the Robinson College of Business at Georgia State University and a BA in Political Economy from Tulane University. Email

mailto:[email protected]

https://www.linkedin.com/in/ashleywboggs

https://www.linkedin.com/in/ashleywboggs

Executive Summary for Global Study UPS Pulse of the Online Shopper™

Global Study Executive Summary

Proprietary and Confidential: This presentation may not be used or disclosed to any person other than employees of customer, unless expressly authorized by UPS.

© 2014 United Parcel Service of America, Inc. UPS, the UPS brandmark, the color brown and photos are trademarks of United Parcel Service of America, Inc. All rights reserved. 2

Introduction to the Global Study

• UPS commissioned this Global Study with comScore for the second year to

provide perspective for global retailers on consumer behavior

• This year’s study goes beyond other retail industry studies to give a 360˚

perspective of consumer shopping

• The scope has been expanded on key customer experience topics and explores what

drives the complete path to purchase – from pre-purchase to purchase to post-purchase

• It delivers insights into shopping preferences and current levels of satisfaction with

online and omnichannel shopping, taking the consumer’s pulse on what tactics influence

positive shopping experiences



Introduction to the Global Study

• One of the great opportunities provided by online retail is the ability to sell to

customers in previously unreachable marketplaces

• In this survey, shoppers worldwide said that almost one in four (24%) of their

purchases were made with online retailers outside their own country

– Half of these (12%) were made with U.S.-based retailers, and the other half elsewhere

• In the U.S., more than half (54%) of shoppers said they had made a purchase with

online retailers outside of their own country


© 2014 United Parcel Service of America, Inc. UPS, the UPS brandmark, the color brown and photos are trademarks of United Parcel Service of America, Inc. All rights reserved.

Shopping Experience

• What do consumers want in an online shopping experience?

• How important is product and customer service information when

making a purchase, and when and where should it be

presented?

• What do consumers want to see from retailers in the online

checkout and delivery and returns process?

• What drives customer retention and retailer recommendations?

Mobile, Social and Future of Retail

• How are mobile and social media channels changing consumers’

shopping habits and expectations?

• What are consumers interested in as it relates to emerging

online and in-store technology capabilities?

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Research objectives

To gain insights

into consumers’

online shopping

preferences and

understand what

pre-purchase,

purchase and

post-purchase

experiences create

consumer

satisfaction and

loyalty.



Omnichannel

• What elements of the online experience are consumers receptive

to when shopping in store?

• What do omnichannel shoppers value most in loyalty programs?

• Given the omnichannel nature of today’s shoppers, how are they

navigating channels and why?

Global Impact

• What drives global shoppers to purchase on local versus

foreign websites and how frequently are they doing so?

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Research objectives

To gain insights

into consumers’

online shopping

preferences and

understand what

pre-purchase,

purchase and

post-purchase

experiences create

consumer

satisfaction and

loyalty.



Quantitative research methodologies

• Online panelists were sent emails inviting them to participate in a survey

• The email link re-directed participants to a 55 minute custom online survey

designed by comScore in conjunction with UPS

• Data collection occurred between March and October 2014

• A total of 19,485 respondents were surveyed across 5 markets as follows as follows:

• Data balanced by gender and weighted to reflect a shopper distribution of 20% with 2-3

online purchases, 40% with 4-6 online purchases and 40% with 7+ online purchases in a

typical 3 months

Global

All

Asia

All

Europe Brazil Mexico U.S.

2-3 online purchases in a typical 3 months 4,567 1,161 1,246 359 257 1,171

4-6 online purchases in a typical 3 months 7,511 2,092 2,496 351 420 2,350

7+ online purchases in a typical 3 months 7,407 2,022 2,496 360 376 2,341

Total 19,485 5,275 6,238 1,070 1,053 5,852



Methodology: Countries surveyed within each Region



The “flex shopper” emerges worldwide in today’s

multi-channel, multi-device world

• The flex shopper is ruthlessly efficient,

switching retail channels (stores and online)

and devices (laptop, tablet and smartphone)

to best suit personal convenience when

researching, purchasing and receiving goods

• Information and control are paramount

and retailers must offer near-perfect

shopping experiences across every

channel and device to thrive

• Marketplaces in the regions and countries

studied vary in their adoption rate of

technology and how shoppers apply it

to their shopping process



• Findings from the study reveal three areas along the full “path to purchase”

where retailers can ACT to create a more satisfying experience and drive

repeat business

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Discover Where Retailers Can ACT



• Shoppers increasingly interested in alternative options and

choices – from new delivery options to new payment options

• While consumers prefer to have a majority of their online orders

delivered to their homes, many cite the need for other ways to

pick up and receive packages (e.g., alternate delivery locations)

• Asia – 46%, Europe – 32%, Brazil – 45%, Mexico – 44%; U.S. - 26%

• When not at home to sign for a package, consumers across

regions differ in their preferences for delivery alternatives:

• Asia: 33% prefer items shipped to a local retail location

• Europe: 38% prefer items left with a neighbor

• Brazil: 39% prefer items shipped to another location, like an

office or another address

• Mexico: 42% prefer items shipped to a carrier’s location

• U.S.: 27% prefer items shipped to a carrier’s location



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CHECK2. What information or options are most important to you when going through an online check-out process? Please select all that apply. *Only shown to Asia and Europe

Globally, three in four consumers rate free shipping

and 64% rate having a variety of payment options as

important options when checking out online

Importance of options when checking out online


© 2014 United Parcel Service of America, Inc. UPS, the UPS brandmark, the color brown and photos are trademarks of United Parcel Service of America, Inc. All rights reserved.12

CHECK2. What information or options are most important to you when going through an online check-out process?

Please select all that apply.

*Not shown to U.S.

Globally, three in four consumers rate free shipping

and 64% rate having a variety of payment options as

important options when checking out online

Importance of options when checking out online (continued)

Having an estimated or

guaranteed delivery date displayed

early in the checkout process is

also of high importance to

consumers worldwide.


© 2014 United Parcel Service of America, Inc. UPS, the UPS brandmark, the color brown and photos are trademarks of United Parcel Service of America, Inc. All rights reserved.13

CHECK3. How important is free shipping when you are making a purchase online?

CHECK4. Which of the following actions, if any, have you taken in order to qualify for free shipping? Please select all that apply.

90% of consumers have taken action to qualify for

free shipping, proving its continued importance

Actions taken to qualify for free shipping



While home delivery is still preferred, global

consumers embrace alternative delivery locations

DEL1. Which of the following locations do you prefer your online orders be delivered to? | *Option only shown to Japan

Preference in delivery locationAvg. chip allocation out of 100



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FLEX2. If you are not at home to sign for a package that requires a signature, which options would you find appealing? *Not shown in the U.S. ** Not shown in Brazil, Mexico and the U.S.

***Only shown to Japan

When not at home to sign for a package, many

consumers prefer alternate delivery locations

Preferred delivery service options when not home to sign for a package



• Convenience takes several forms: in addition to returns

preferences and free and flexible delivery options,

constant technological advances have led to a new range

of in-store shopping conveniences and capabilities

– Free shipping plays a major role in the online shopping

experience (importance of free shipping: 70% Asia;

73% Europe; 84% Brazil; 80% Mexico; 81% U.S.)

– Ship-to-store is viewed as a convenience across regions

– The most preferred delivery service convenience option

among consumers is receiving email or text delivery

alerts so they know approximate time of delivery

– Consumers across regions are becoming more open to

delivery service convenience options like rescheduling a

delivery en route, rerouting a delivery to an alternate

address and authorizing a delivery beforehand



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TRACK2. How do you prefer to receive information about your deliveries? Please select all that apply.

While consumers still prefer to receive delivery

information by email, they also are open text

message notification

Preferred method of receiving delivery information



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TRACK1. How satisfied are you with each of the following aspects of the post-purchase experience when shopping online?

Lack of flexible delivery options before and after

purchase have the lowest satisfaction rates

Satisfaction with aspects of the post-purchase experience% Satisfied – Top 2 Box 7-Point Scale



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FLEX1. When waiting for your purchase, which service would you find most convenient?

While delivery alerts are the preferred option,

consumers show interest in rescheduling and

rerouting deliveries

Preferred delivery service convenience options



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FLEX7. Of the choices below, which do you find best match your attitude(s) toward buying online and picking up at a retailer’s store? Select up to 2 choices.

Global consumers rate “ship to store” as convenient

Convenience of picking up in store



• Across all regions, consumers are more satisfied with their

online shopping experience than their in-store experience

• Retailers must optimize their mobile, online and in-store

shopping experience and bridge the three for a seamless

customer experience.



Globally, 43% of products are purchased using cross-

channel methods

RB6. Thinking of all the purchases that you make, both online and in stores, how often do you purchase in the following ways?

Preferred method of purchase

Avg. chip allocation out of 100



Asia has the greatest percentage of consumers who

purchase on multiple devices, Europe lags behind

Device usage for purchases (mutually exclusive groups)

Q4. Which of the following devices did you use to make an online purchase in the last three months? Please select all that apply.



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MOB1. What reasons lead you to shop on a desktop or laptop instead of on a mobile device (smartphone or tablet)? Please select all that apply.

The top reasons for shopping on a computer instead

of a mobile device are image size and product info

Concerns over credit card security are still an issue

Reasons for shopping on computer vs. mobile deviceAmong respondents who use a desktop and mobile device, but shop for products on a desktop only



More consumers in Asia, Europe and U.S. have

returned an online purchase, and prefer to ship

items back to retailers

RET1. Have you ever returned a product you purchased online for a refund or exchange?

RET4. How do you prefer to return unwanted items that you ordered online?

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Ever returned an online purchased product

Preferred place of returnAmong those who have returned online purchases



• The store still plays a major role: the top “searching and buying” preference

for all most markets is to do so online, but stores finish second in most

markets and actually lead the way in Mexico for purchasing (45%)

• Consumers across regions differ in their returns location preferences:

• Shoppers around the world are experiencing several barriers to shopping via

mobile devices, including not getting a clear or large enough product image,

product information not being easily viewed and difficulty in comparing

products



Key market differences: a style guide

• To bring to life the differences in online shoppers around the globe, a regional

shopper “style guide” is presented on the next few pages

• Uses descriptions that play off the largest online purchasing category in retail --

apparel



Mexico and Brazil have a lot in common as well as

some interesting differences



Europe and Asia have some marked differences in

shopping styles



The U.S. is similar to Europe in some respects but

exhibits a stronger technology adoption



Globally, shoppers make 24% of all online purchases

from websites outside their own country

In Brazil and Mexico more than a third are made internationally

Brazil

(n=1,070)

Mexico

(n=1,053)

Europe

(n=6,238)

Asia

(n=5,275)

DOMINT1. Overall, what percentage of your online purchases comes from each of the sources listed below?

*Not shown to the U.S.

Online purchase by website*Avg. chip allocation out of 100

Documents

UPS PULSE OF THE ONLINE SHOPPER GLOBAL STUDY · 2017. 11. 29. · UPS Pulse of the Online Shopper™ Global Study Executive Summary. ... designed by comScore in conjunction with UPS