ecommerce fears and opportunities
TRANSCRIPT
ECOMMERCE FEARS AND OPPORTUNITIES
Luca Olivari, CDO Contactlab
Research project promoted by NetComm Suisse and created by
CONTACTLAB - DIGITAL PIONEERS
We are digital pioneers, since 1998
We became the first Italian ESP in 2001 with a proprietary SaaS platform to send email, sms
and fax
In 2010 we became Data-Driven opening a Business Intelligence unit to offer data services
to drive customer engagement programs
Since 2012 we developed a specific knowledge on Luxury and fashion-retail industry
We’ve been included in the Gartner’s Market Guide for Email Marketing in 2014 and 2015
In 2014, the entry of P101, a venture capital firm, turned Contactlab into a company limited by
shares
In 2016 we launched the new data-driven Engagement Marketing platform to enable customer
360-degree view, dynamic segmentation and content personalization based on customer
behaviours
Research project promoted by NetComm Suisse and created by 3
18+ YEARS OF
EXPERIENCE
140+ DIGITAL
MARKETING
PROFESSIONALS
1.000+ CLIENTS
80 MILLION EMAILS SENT DAILY
150 COUNTRIES
25 LANGUAGES MANAGED
4 OFFICES IN EUROPE
CONTACTLAB AT A GLANCE
Research project promoted by NetComm Suisse and created by
THE OBSERVATORY ON SWISS DIGITAL BEHAVIOURS
NetComm’s Suisse Observatory on Swiss digital behaviours has been created in collaboration
with Contactlab
The main goal is to offer a solid quantitative basis for understanding the digital behaviours of Swiss
users, evaluating market value and potential, and activating public and private policies to sustain
growth in the sector
Netcomm Suisse chose Contactlab because of the robustness of our methodology and the ability
to analyse and interpret the data collected, as proven by our European Digital Behaviour Study
This is the third edition run since 2014, with some news (extended market coverage, new indexes and
analys)
Research project promoted by NetComm Suisse and created by
METHODOLOGYCAWI method (by EDBS with over 30.000 interviews)
Europe+ (Italy, UK, Germany, France, Spain, Switzerland): CAWI survey on ‘regular’ internet users aged 16 – 65,
who connect at least once a week, regardless of the device and reason.
Extra-EU markets (New York, Shanghai, Tokyo, Moscow/St Petersburg, Korea): CAWI
survey on ‘online shoppers’ aged 16-65, who purchased/ordered online goods/services in the
last year.
Sample designIn the European countries, a representative sample was formed based on the latest data provided by the
Eurostat – Information Society and by national bureaus of statistics. As regards the other extra-EU
markets, have been used data from OECD and national bureaus of statistics.
Switzerland: Federal Statistical Office (BFS)
Swiss sample of 1.001 cases
Interviewed between 8th April and 3rd May 2016
Average duration of 25 minutes
Research project promoted by NetComm Suisse and created by 6
(NEW) INDEXES
Research project promoted by NetComm Suisse and created by
INTERNET & ECOMMERCE
EVOLUTION
Research project promoted by NetComm Suisse and created by
in Switzerland
INTERNET USERS
95%
Swiss regular Internet users are
5.3 million people that equals to
the 95% of the population
between 16 and 65 years
Research project promoted by NetComm Suisse and created by
Swiss internet users
ONLINE BUYERS
90%
The majority of the Swiss Internet
population has made at least 1 online
product or service purchase
in the last 12 months
1. UK (93%)
2. Germany (92%)
Research project promoted by NetComm Suisse and created by
Changes in
GROUPS OF
ONLINE BUYERS(vs 2015)
+8% +21% +16% +9%
Household items +11%
Food & Beverage ~0
E-books +19%
Research project promoted by NetComm Suisse and created by
in ecommerce market
value (last 12 months)
INCREASE
+20%
Regular Swiss online shoppers
spend 11.2bn CHF with a significant
growth if compared to
the previous years
The average annual spending per online shopper is
increased vs 2015 (2400 CHF vs 1950 CHF)
Research project promoted by NetComm Suisse and created by
TOP ONLINE PURCHASE
CATEGORIES
Research project promoted by NetComm Suisse and created by
Top three product categories
by number of online shoppers are still
the same
Research project promoted by NetComm Suisse and created by
AVG ONLINE EXPENDITURE
FASHION
605 CHF
Spent by 2.6 million
= 56% of online shoppers,
+8% individuals in the last 12 months
547€ 576€ 513€
Research project promoted by NetComm Suisse and created by
«TRANSPORTATION»
SHOPPERS
932 CHF
Spent by 2.2 million
= 46% of online shoppers,
+21% individuals in the last 12 months
843€ 615€ 509€
AVG ONLINE EXPENDITURE
Research project promoted by NetComm Suisse and created by
«HOLIDAY»
SHOPPERS
1232 CHF
Spent by 1.7 million
= 36% of online shoppers,
+16% individuals in the last 12 months
1115€ 855€ 714€
AVG ONLINE EXPENDITURE
Research project promoted by NetComm Suisse and created by
RETAIL
ONLINE SHOPPERS
Research project promoted by NetComm Suisse and created by
of online purchasersUSED
E-STORES WITH B&M SHOPS
48%
24
19
16
15
13
SITES OF RETAILERS THAT
ALSO HAVE B&M SHOPS
BRAND’S OWNED ONLINE
SHOPS
SPECIALIZED WEBSITE BY
TYPE OF PRODUCT/E-TAILER
ECOMMERCE PORTALS WITH
VARIOUS PRODUCT
CATEGORIES
COMPARISON SITES OF
OFFERS AND PRICES
PRIVATE SALES SITES
PURCHASING GROUPS
ONLINE WITH COUPON
FROM ONLINE PRIVATE ADS
48
47
43
Research project promoted by NetComm Suisse and created by
for online shopping
USE CREDIT CARD
45%
Credit card on the highest step of the
podium, followed by
PayPal 44% and Invoice 40%
Research project promoted by NetComm Suisse and created by
CROSSBORDER
ONLINE SHOPPING
Research project promoted by NetComm Suisse and created by
>60%
of Swiss online shoppers
BUY ABROAD
>60%65% 61% 56% 44% 34% 31%
Research project promoted by NetComm Suisse and created by
35%
goes abroad
of SHOPPING
BUDGET
27%
Swiss e-shoppers spend their
budget abroad, totaling around 3
bn CHF of Swiss ecommerce
expenditure
Research project promoted by NetComm Suisse and created by
buys abroad for
BETTER PRICING
75%
Still the main reason for shopping
online abroad is better pricing,
followed by availability of products
and services (39%) and greater
selection of products (36%)
Research project promoted by NetComm Suisse and created by
Crossborders buyers
purchase mainly from
Germany, with a significant
gap with other countries
purchase from
GERMANY
54%
Research project promoted by NetComm Suisse and created by
appreciates
CLICK & COLLECT
49%
BOUGHT
at least one (of 5) category
10%
+
PROSPECTS
at least one (of 5) category
43%
Research project promoted by NetComm Suisse and created by
CROSSBORDER -
THE SWISS OPPORTUNITY
Research project promoted by NetComm Suisse and created by
potential
FOREIGN ONLINE
SHOPPERS
>40M
Potential buyers come from:
12.1 Germany
6.7 UK
5.0 France
3.9 Italy
3.8 Spain
2.8 Shanghai
2.4 South Korea
2.0 Moscow / St. Pet.
1.4 New York
0.4 Tokyo
Research project promoted by NetComm Suisse and created by
COMMUNICATION
CHANNELS
Research project promoted by NetComm Suisse and created by
The opportunity to engage
VIA OWNED MEDIA12
13
32
22
21Committed
Open
Passive
Not disturb
Non user11
26
2
33
24
4Committed
Open
Passive
Opportunistic
Not disturb
Unaware
4422
SOI DOI
Research project promoted by NetComm Suisse and created by
of online shoppers
ARE
TRIPLE PLAYERS
32%
75% of online shoppers
navigates via mobile; almost ½ of them
uses smartphones, tablet and PC
(they are the so called
“Triple players”)
Research project promoted by NetComm Suisse and created by 31
FOCUS ON
EMAIL MARKETING
Research project promoted by NetComm Suisse and created by
Email remains the most
common form of
communication and has
the highest user frequency of online shoppers
USE EMAIL WEEKLY
93%
Research project promoted by NetComm Suisse and created by
of online shoppers
IS SUBSCRIBED TO
NEWSLETTERS
89%
The majority of online shoppers
and email users has
subscribed to
at least 1 newsletter
Tourism and fashion are among the most
popular with an average
of 6.3 newsletters per user
Research project promoted by NetComm Suisse and created by
of newsletter subscribers
TRUST
THE CONTENT
>50%
Email content is perceived as
trustworthy by more the half
of subscribers
77% of them confirms to have made a
purchase online based on the newsletter
content, while 70% has gone to the shop to buy
Research project promoted by NetComm Suisse and created by
BUSINESS HIGHLIGHTS
Research project promoted by NetComm Suisse and created by
Population is fully digital: the ecommerce involves 90% of Swiss internet
users
KEY FINDINGS
Social network and digital direct marketing continue to be the most
promising owned media for engagement
The trust in ecommerce is growing again thanks to this digital stability
Crossborder online shopping is a huge opportunity to catch
Research project promoted by NetComm Suisse and created by
THANK YOU
Luca Olivari
CDO – Contactlab
@lucaolivari
Research project promoted by NetComm Suisse and created by
INDEXES
Index Dimension
► DII - Digital Interactivity Index Online activities
► DOI - Direct Opportunity IndexDigital direct communication impact (opportunity to engage via newsletter)
► SOI - Social Opportunity IndexBrand relationship via social network (opportunity to engage via social network)
► EXI - Ecommerce Expenditure IndexOnline expenditure on different products/ services (27 categories)
► FSI – Fashion Spending Index Quantify (online/ offline) spending on fashion products
► LAI - Luxury Attitude IndexHigh-end brands relationship(category attitude)
► LCI – Luxury Consumption Index Fashion luxury consumption(category attitude AND product buying)