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Online Shopping
Online Shopping + LINC
OOH - AAAH
Online Shopping + LINC
Online Shopping + LINC
Online Shopping + LINC
Online Shopping + LINC
Increase Online Sales
2011-12
2012 share of all retail business
UK 14% 13.2%
Germany 13% 10.0%
Switzerland 16.0% 9.9%
Denmark 14.0% 9.1%
Norway 17.0% 9.1%
France 22.0% 8.7%
Sweden 18.0% 8.0%
N/B/L 14.0% 5.7%
Spain 16.0% 4.1%
Poland 24.0% 3.8%
Italy 18.0% 1.6%
Online Shopping + LINC
Online Shopping + LINC
• Shopping
5-7%
• Betting
20-25%
• Travel
35-40%
Online Shopping + LINC
• Number of Shoppers 64%
• Growth Rate
20-30%
• Total Spend 2012 - $25
Billion
Online Shopping + LINC
Some Important Questions
Online Shopping + LINC
How old are online shoppers?
Online Shopping + LINC
Online Shopping + LINC
What are online shoppers buying?
Online Shopping + LINC
Online Shopping + LINC
Why shop online?
Online Shopping + LINC
• 24-hour convenience• Comparing prices• Convenience• Avoiding crowds• Ease of finding items• Variety / Range• Avoiding checkout line
Online Shopping + LINC
Online Shopping + LINC
Where do online shoppers live?
Online Shopping + LINC
Online Shopping + LINC
What tools do online shoppers use?
Online Shopping + LINC
• Computer
97%
• Tablets
47%
• Mobile phones 30%
Online Shopping + LINC
Who is addressing online shopping?
Online Shopping + LINC
• 59% of Australian S.M.E.’s have online ordering, at least
• < 10% of Western Australian S.M.E.’s know what online retailing is
Online Shopping + LINC
How do online shoppers pay?
Online Shopping + LINC
• Credit Card
25%
• Money Transfer
12%
• Combination
54%
• Neither
9%
Online Shopping + LINC
Where are shoppers shopping?
Online Shopping + LINC
• Australia
53%
• Overseas
19%
• Combination 29%
Online Shopping + LINC
There is no gender effect for online shopping:
• Male: 51%
• Female: 49%
Online Shopping + LINC
What is the income of online shoppers?
Online Shopping + LINC
Online Shopping + LINC
What are the barriers to online shopping?
Online Shopping + LINC
Online Shopping + LINC
What are the trends to watch out for?
Online Shopping + LINC
• Shoppers dictating
• Mobile payments
• In-store integration
• Service improvements
Online Shopping + LINC
• App Growth
• Qualification Growth
• Content Growth
• Video Growth
• Social Media Growth
Online Shopping + LINC
What is online shopping not about?
Online Shopping + LINC
Design & Technology
Online Shopping + LINC
Successful
Online Retailing
Online Shopping + LINC
Technology that supports your business model
Online Shopping + LINC
…and enables cross-channel integration
• Physical store• P.O.S. (inventory) system• Main website• Mobile Device Apps• Social media sites• Online catalogues
Online Shopping + LINC
Example: e-bay.com website & iOS App
Online Shopping + LINC
Lasoo.com.au online catalogue
Online Shopping + LINC
Content
• A desirable product range• Product photos• Detailed product descriptions and specifications• Product reviews • User support such as live chat, phone or quick return email• Other value-add information and services
Online Shopping + LINC
thehomedepot.com – huge product range plus value-add information and services
Online Shopping + LINC
Effective marketing
• SEM (search engine marketing)• Organic SEO (search engine optimisation)• Online catalogues and affiliate marketing• Social media marketing/promotions• e-direct marketing
Online Shopping + LINC
SEM – Google Adwords
Online Shopping + LINC
Organic SEO - Google
The same search for ‘books’ returns Booktopia position No. 2
Angus and Robertson comes back in position No. 12
Online Shopping + LINC
Results through ‘Google books’…
Searching ‘books’ through Google Books:
Where to buy –1. A & R2. Booktopia
Online Shopping + LINC
The barriers to entry for SME’s
Online Shopping + LINC
Cost
Technology development costContent development costOngoing marketing cost
Online Shopping + LINC
From the horses mouth
Online Shopping + LINC
• WA Cleanskins
• Urban Locavore
Online Shopping + LINC
Questions
Online Shopping + LINC
THANK YOU
(For not going to
sleep)