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Introduction
• Nearly 30 year’s experience delivering parcels in Ireland
• Over 8000 active customers
• Core services next day delivery in Ireland & road delivery into Europe
• Over 40% of DPD’s business is now b2c and this will continue to grow
• Delivering to over 20,000 Irish homes daily
• Delivery partner for many of Ireland & the UK’s leading online retailers
• Part of the DPD Group, the 2nd largest parcel delivery network in Europe
What did the study entail?
40 ethnographic in-home interviews in UK, Spain, France, Germany and Poland
Methodology
3 hours spent with each respondent in their homes or in a situation of their daily lives (school, etc.)
Video Diary left with respondentfor 1 week following study
Qualitative research by ethnographers• In-depth observations of real lived experiences• Understanding the emotions of participants• Reveals what participants do, not just what they say• Goal is not to be representative, but to reveal a variety of practices
Observed Panel
8 OBSERVATIONS PER COUNTRY- between 18 and 25 years old- mix of male/female- mix of students and those who work- mix of living alone, with roommates, with
parents…- mix of city/suburbs
PROFILES- The online shopper addict- The group purchase- The gift purchase- The planned/emotional purchase- The occasional online shopper- The unlucky shopper- The returner- The express delivery chooser
Methodology
April 2016European Young Generation e-commerce study 4
http://www.dpd.com/home/insights/european_young_e_shoppers_study
April 2016
Overall, the youth observed in these 5 countries (UK, Germany, Spain, France, Poland) have strong similarities…
• They have similar expectations of online shopping, they undergo a similar customer journey, and they experience many of the same painpoints.
An overall similar online shopping experience throughout Europe…
European Young Generation e-commerce study 6April 2016
What draws this target to online shopping? The 3 C’s
Convenience:
Shopping when and where I want, even from the comfort of my bed
Choice:
Access to a wide variety of products, including rare and unique items, and sizes and colours not available in stores
Cheap prices:
A general impression that shopping online usually provides access to better deals than in offline stores
European Young Generation e-commerce study 7
European Young Generation e-commerce study
Behavioural ProfilesMotivations and Customer Journey
ACCEPTS RISK
REFUSES RISK
INSPIRATION TOOL
PIONEER EASY-GOING
LOOK OUT SECURITY
8
European Young Generation e-commerce study
Behavioural Profiles: GermanyMotivations and Customer Journey
ACCEPTS RISK
REFUSES RISK
INSPIRATION TOOL
PIONEER EASY-GOING
LOOK OUT SECURITY
9
European Young Generation e-commerce study
Behavioural Profiles: PolandMotivations and Customer Journey
ACCEPTS RISK
REFUSES RISK
INSPIRATION TOOL
PIONEER EASY-GOING
LOOK OUT SECURITY
10
European Young Generation e-commerce study
Behavioural Profiles: SpainMotivations and Customer Journey
ACCEPTS RISK
REFUSES RISK
INSPIRATION TOOL
PIONEER EASY-GOING
LOOK OUT SECURITY
11
ACCEPTS RISK
REFUSES RISK
INSPIRATION TOOL
PIONEER EASY-GOING
LOOK OUT SECURITY
European Young Generation e-commerce study
Behavioural Profiles: UKMotivations and Customer Journey
12
10/11/2015European Young Generation e-commerce study
Behavioural Profiles: FranceMotivations and Customer Journey
ACCEPTS RISK
REFUSES RISK
INSPIRATION TOOL
PIONEER EASY-GOING
LOOK OUT SECURITY
13
Online Shopping: An emotional roller coaster by countryGermany
European Young Generation e-commerce study 15
Lots ofmissed
deliveries
Online Shopping: An emotional roller coaster by countryPoland
European Young Generation e-commerce study 16
Benefitsof
lockers
Helps to makerational
decisions
Noreturns:
too difficulttoo expensive
Payon delivery
Online Shopping: An emotional roller coaster by countrySpain
European Young Generation e-commerce study 17
Lookingfor simplification
Online Shopping: An emotional roller coaster by countryUK
European Young Generation e-commerce study 18
flexible delivery options
Itemsdisappearing
Online Shopping: An emotional roller coaster by countryFrance
European Young Generation e-commerce study 19
Noreturns:
too muchefforts
Expectto waitExpectto wait
Logging in can be a major obstacle
A generation empowered by finding good deals
• Shoppers armed with tools to look for the best price • Shoppers persuaded by a good deal• The best price sometimes comes at a price: need to make compromises • A need for transparency to avoid pricing surprises
European Young Generation e-commerce study 20
A "one-size-fits-all" browsing experience that limits the choice of online shopping
• A need for tools to help wade through the choices available online• A desire for an experience customized to me• A lack of choice where it matters (delivery options, payment methods)
European Young Generation e-commerce study 21
An insecurity that requires tactics of reassurance
• Certain products that require offline confirmation• Advice and reviews an important element of reassurance• Payment modes: from risk to a line of defence• Clear, easy & free Delivery & returns to increase confidence
European Young Generation e-commerce study 22
From strong investment to delayed satisfaction after the click
• Shoppers invested in the process throughout the browsing steps• A let-down after the click, feeling of abandonment and lack of control• A desire for immediate gratification• When in danger, good customer service easily overcomes threats to satisfaction
European Young Generation e-commerce study 23
Difficult to wade through all of the options and prices offered online to find the best value
MAKE ME FEEL LIKE A SMART SHOPPER
• Capitalize on and promote the positive feelings of the inspiration stage• Provide tools and shortcuts that empower shoppers to find exactly the right product• Alert and highlight good deals, making savings visible• Provide awareness and rewards for finding smart deals• Share good deals with my acquaintances• Make it easy to identify good deals before the click and track/share savings after
European Young Generation e-commerce study 24
Many moments of frustration in an inflexible process that makes shoppers nervous to commit to the click
A GUARANTOR TO EASE TRANSACTIONS
• Provide an authority of trust throughout the process (secure browsing, payments, deliveries…)
• Create a reliable reference for a universe of non-standard measurements (sizes, prices, currencies…)
• Clarify choices to increase confidence• Identify a method of recourse• Provide room for error
European Young Generation e-commerce study 25
An experience that lacks the transparency, flexibility and options to fulfil the promise of “convenience” offered by online shopping
AN ORGANIC TRANSACTION THAT MOVES WITH ME
• Increase flexibility, options, choices; create a dynamic experience• Provide the possibility to make changes during the process to ensure a smooth
transaction; a transaction that remains open until the last moment so that I am satisfied at the end
• Have a shopping experience that fits my busy, unpredictable lifestyle (24/7 access)• Clarify the options to make sure the best options for me are visible• Facilitate my purchases regardless of the circumstances: group vs solo, in-store
vs online, mobile vs computerEuropean Young Generation e-commerce study 26
A generation in search of customized experiences and suggestions frustrated with spam, non-targeted ads, mistaken identities & de-humanised experience
“ME-CENTRIC” RELATIONSHIP
• Maintain the relationship after the click• Stay connected, despite different lifestyles and devices• Create a human link • Provide a personalised experience, via profiles and advanced filters• Favour intuitive and reactive interfaces• Propose a multitude of options (payment modes, delivery options, profiles, etc.) to
correspond with a variety of preferences
European Young Generation e-commerce study 27
Emotional Roller Coaster
European Young Generation e-commerce study 28
A GUARANTOR TO EASE TRANSACTIONS
MAKE ME FEEL LIKE A SMART SHOPPER AN ORGANIC TRANSACTION THAT MOVES WITH ME
“ME-CENTRIC” RELATIONSHIP