part2 ecommercepoland kasiaczuchajŁagód fashionhometravel · trousers t-shirt, blouse dress,...
TRANSCRIPT
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E-CATEGORIESFashion - Home decoration - Travel
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FIRST
THINGS FIRST
What do we buy?
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LAST PURCHASE PLACE st
atio
nary
sho
ps
shop
ping
pla
tform
s lik
e Al
legr
o
e-sh
ops
mob
ile s
hops
/ ap
ps
socia
l med
ia
don'
t rem
embe
r
11%7%8%
16%19%
39%
7%8%
19%
9%
34%
23%18%
4%6%
15%14%
43%
11%7%8%
16%19%
39% Internet usersfashionhome decorationtravel
Source: Omni-commerce, N=1758
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LAST PURCHASE PROCESS of
fline
onlin
e
offli
ne ->
onl
ine
onlin
e ->
offl
ine
offli
ne ->
onl
ine
-> o
fflin
e
onlin
e ->
offl
ine
-> o
nlin
e
6%7%
13%15%
20%
39%
11%
6%
17%15%
30%
21%
7%
12%9%9%
18%
45%
6%7%
13%15%
20%
39%Internet usersfashionhome decorationtravel
Source: Omni-commerce, N=1758
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LAST PURCHASE PROCESS of
fers
com
paris
on
mon
itorin
g de
liver
y sta
tus
sear
chin
g fo
r pro
duct
info
rmat
ion
/ opi
nion
s
sear
chin
g fo
r ins
pira
tion
givin
g op
inio
n
on p
urch
ase
or b
rand
othe
r
0%
9%
21%
29%32%31%
2%
13%
23%25%25%
41%
0%
14%
30%
21%21%
39%
2%
13%
20%22%
26%
45%Internet usersfashionhome decorationtravel
Source: Omni-commerce, N=1758
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LAST PURCHASE DECISION w
hile
com
aprin
g pr
ices
whe
n I g
ot
pro
mot
ion
info
whi
le te
stin
g
imm
edia
tely
whe
n I s
aw
prod
uct /
it's
ad
whi
le re
adin
g op
inio
ns
whe
n I s
aw
my f
riend
has
it
7%5%
14%
29%
26%
18%
6%
16%15%
25%
22%
16%
20%
8%
17%
22%
16%18%
7%
11%
14%
17%
23%
29% Internet usersfashionhome decorationtravel
Source: Omni-commerce, N=1758
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INTERNET DEVICES USE pr
oduc
t ord
er
offe
rs co
mpa
rison
paym
ent
insp
iratio
n se
arch
info
rmat
ion
/ op
inio
n se
arch
purc
hase
des
icion
mon
itorin
g de
liver
y
givin
g op
inio
n
4%
18%
25%24%
30%
12%
21%
29%
33%
22%
14%
25%
19%
22%22%
27%
15%17%
23%23%
11%
43%
21%
35%
16%18%
20%22%22%
24%25%
29%
Internet usersfashionhome decorationtravel
Source: Omni-commerce, N=1758
91% of Internet connected device users use it for shopping-connected purposes
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SOCIAL MEDIA USE pr
oduc
t ord
er
offe
rs co
mpa
rison
insp
iratio
n se
arch
info
rmat
ion
/ op
inio
n se
arch
purc
hase
des
icion
givin
g op
inio
n
19%
9%
19%
30%
21%
16%
21%
27%25%
18%
29%
15%16%
23%
16%
24%
19%
27%
20%20%20%20%18%
14%
Internet usersfashionhome decorationtravel
Source: Omni-commerce, N=1758
67% of Internet users use social media
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FASHION IN
DETAILSHow important is fashion
for Poles?
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✓ 36 billion zł in 2017
✓ 43,2 billion zł in 2020
✓ growing +11p.p. yearly
✓ 50% of e-market in Allegro
✓ on average Poles spend on clothes 1000 zł per year
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TRENDS • men more and more interested in fashion
• teenagers love to buy transboundary
• social media sales
• eco-fashion is growing
• Polish premium brands are growing
• Poles still treat fashion seriously
• classics or casual
• little less high heels
• power of fashion bloggers „szafiarki”
• constant promotions
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Maffashion, Macademian Girl, Jessica Mercedes, Deynn, Pani Ekscelencja, Jestem Kasia, Alicepoint, Raspberry and Red, Cajmel, Charlize Mystery…
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Mr Vintage, Ekskluzywny Menel, Czas Dżentelmenów, Outdersen, Jakub Roskosz, Szarmant, Blog Miller Szyje, All Tied Up
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• 1 in 10 Internet users e-buy from abroad
• 2 in 10 within Millennials • mostly it’s fashion because it’s
original
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Source: Polska Strojna for Allegro, N=1752
54%
68%
• 61% of Poles declare interest in fashion
• It’s rising among men, teenagers and silver power generation
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FASHION FOR ME IS…• men and women have a very similar
approach to fashion,
• men slightly more often see fashion as less flattering than ladies - little more like an overrated case (+4 pp) and the area of marketing (+2 pp), but also often - as a way to express yourself (20%), good fun (17%) and even art (17%)
• one in ten men in Poland considers fashion as their passion
way
to e
xpre
ss m
ysel
f
good
fun
art t
hat n
eeds
cr
eativ
e ap
proa
ch
indi
spen
sabl
e
life
elem
ent
my p
assi
on
10%
17%17%17%
20%
16%15%17%
24%
28% womenmen
Source: Polska Strojna for Allegro, N=1752
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CLOTHING FEATURES3 most important clothing features
6%8%
11%12%13%15%15%15%16%
17%18%
22%
convenience / freedom fabric quality neatnessstrenght classics functionalityelegance originality minimalismcompliance with the latest trends don't know don't have concrete requirements
Source: Polska Strojna for Allegro, N=1752
Poles don’t feel like they have too much clothes, they want they wardrobe to be updated and filled with more fashion products
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POLISH WARDROBEmen's wardrobes are just as well-equipped as women's
trousers t-shirt, blouse dress, skirt shoes
woman’s wardrobe 6-10 plenty, I don’t
even count 6-10 11-20
partner’s wardrobe 6-10 6-10 6-10
man’s wardrobe 6-10 11-20 6-10
partner’s wardrobe 6-10 6-10 6-10 11-20
Source: Polska Strojna for Allegro, N=1752
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• generally Poles don’t prefer Polish brands, it’s not main factor in any category
• It’s even better to have English-, Italian-, German-sounding name
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BEST COLOURSblack is still the favourite colour of Poles, but from year to year, more and more people are betting on vivid, colourful clothes
45%
28%
16%
22%
22%
18%
19%
13%
14%
9%
29%
Source: Polska Strojna for Allegro, N=1752
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INFORMATION SEARCH
• the most popular place to search for information about fashion products are social media (52%) and store websites (46%)
• in social media, men are more likely to find information (58%), on the other hand - women’s choice are more often websites (56%)
• 1/3 look for information on blogs and vlogs
Source: Polska Strojna for Allegro, N=1752
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Poles want to receive information about clothing products and promotions by SMS (46%) or by e-mail (38%)
Source: Future Shops, N=1847
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IN BASKETIn what categories do you buy?
food
fash
ion
heal
th /
beau
ty
elec
troni
cs
cosm
etics
hygi
ene
prod
ucts
gam
es /
ente
rtain
men
t
prod
ucts
for c
hild
ren
hom
e
trave
l
spor
t
hobb
y
mot
o
educ
atio
n
finan
cial p
rodu
cts
prop
erty
5%
9%10%11%12%12%12%
14%15%15%
20%21%22%23%
24%32%
Source: Omni-commerce, N=1758
• Most frequently t-shirts, blouses, dresses, trousers - 1-2 times a month
• Shoes - once a season
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IN E-BASKETIn what categories do you buy online?
fash
ion
inte
rior d
esig
n
elec
troni
cs
cosm
etics
/ be
auty
phar
mac
eutic
als
spor
t
prod
ucts
for c
hild
ren
cultu
re a
nd e
nter
tain
men
t
trave
l
gam
es /
apps
mot
o
serv
ices
food
othe
r
0%
10%10%
17%18%18%21%22%23%24%25%
28%28%
35%
Source: Omni-commerce, N=1758
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• 52% buy clothes in e-stores, but the most popular are still stores (62%)
• stationary stores are the most convenient to buy clothes for 47%
• to buy in stationary stores, we are encouraged above all by
• the opportunity to try a product (58%)
• the opportunity to see it (56%)
• in online stores
• we do not have to leave home (44%)
• we can easily compare offers in other stores (38%)
Source: Polska Strojna for Allegro, N=1752
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IDEAL BRANDWhat should the brand be like to win the sympathy and win the heart, or at least the Polish consumer's portfolio? Poles indicate on average 2 traits. The affordability of the brand is much less important, and the first place is consistency with the consumer's taste - which gained 27% of votes.
What fashion brand should be like?
coherent with my taste
affordable
trusted
guarantee good products quality
customer friendly
known / popular
Polish
premium
socially involved
niche
don't know
none of the above 4%4%
9%7%
11%13%
20%12%
22%21%
24%27%
Source: Polska Strojna for Allegro, N=1752
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BRANDSWhen it comes to brands, which consumers would like to buy, but for various reasons they do not buy, Calzedonia, Moschino, Lancerto, Dior, Vistula, Versace, Gosia Baczyńska, Kenzo, Victoria's Secret, Wólczanka, Monnari, Vivienne Westwood are indicated most often, but also indicated in the previous group - Zara, Adidas, Nike. As the most common reason why we do not buy the coveted brands, we indicate the price (41%), then the unavailability in Poland and the lack of opportunities to set them.
Brands wanted
Brands bought
Premium brands
Source: Polska Strojna for Allegro, N=1752
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PURCHASE FACTORSWhat factors are most important when buying clothes?
5%8%
10%10%10%12%17%
20%22%22%22%27%
38%
price quality of fabric practicality promotions stylebrand naturalness of fabric compliance with trends production place brand imageusage instruction Polish producer / designer none of the above
Source: Polska Strojna for Allegro, N=1752
practical when it comes to shoes and bags, still love to have many t-shirts, blouses ans dresses
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PAYMENT METHODS
• 32% declare that lack of a particular payment method discourages them from buying clothes in the offline and online store
• the most popular payment method for clothes purchased offline is the card (51%) and cash (38%)
• online we pay for clothing mostly by pay-by-link (32%), ordinary transfer (28%)or cash on delivery at home (28%)
Source: Future Shops, N=1847
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• 47% belong to the loyalty program of a clothing brand (biggest group among categories along with cosmetics)
• more often they are young people at the age od 19-34 and women (56% vs. 36%)
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WHY WE GIVE UP OFFLINE
‣ unavailability of products (34%)
‣ too large queues in stores (34%)
‣ too long distance from work / place of residence (32%)
Source: Polska Strojna for Allegro, N=1752
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‣ too expensive delivery (42%)
‣ higher prices than in stationary stores (35%)
‣ too long delivery (25%)
WHY WE GIVE UP ONLINE
Source: Polska Strojna for Allegro, N=1752
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• slow fashion is known to 23% Internet users and 36% women
• 6% buys natural, eco-fashion products (15% in biggest cities)
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NEW SERVICESWhat solutions would you like to use during fashion shopping ?
10%
17%18%20%20%22%
33%
virtual fitting roomautomatic payment at the checkout without having to queue and remove products on the counterthe ability to print clothes of your own design thanks to a 3D printerpossibility to adjust outfit not only to figure, but also personality, "tailor-made" fashionpresentation of products in e-shop in the form of videos instead of of photos possibility to log-in to shop / platform with personal social logindon't know
60% interested
Source: Polska Strojna for Allegro, N=1752
RISK and bluebird.co cases
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SHOESHow do we buy shoes?
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• Poles are looking for information about products and inspiration primarily in promotional newspapers (50%), magazines (30%) and on stores websites (30%)
• women use 1,5 x more sources of information
SOURCE OF INFORMATION
Source: Polska Strojna for Allegro, N=1752
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PURCHASE PLACE• 51% buy footwear in stationary
stores, 29% buy through applications and mobile websites and 19% in e-stores
• men buy more often through mobile websites and apps (39% vs. 15%)
• the most convenient place offline stores are for 51% Poles
Where do you buy shoes?
15%
19%
29%
51%
in stationary shopsvia mobile websites / appsin e-storesthrough social media
Source: Polska Strojna for Allegro, N=1752
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OBUWIE
• while buying shoes offline, we usually pay by card (43%) and cash (42%), online - by bank transfer (23%) or cash on delivery at home (22%)
• in the case of offline shopping - 24% and in the case of online 21% of customers will be discouraged from purchase by absence of specific payment method (mobile, card)
Source: Future Shops, N=1672
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SHOES • price (54%), material (52%), brand (50%) - the main decision-making
factors when buying shoes
• as in the case of clothes, we want to be informed about the offers mainly by
• e-mail (37%)
• SMS (32%)
• to purchase footwear in a stationary store, we are encouraged because we can try on the product (51%) and have opportunity to touch it (45%),
• in case of online purchase - to buy anywhere, anytime (32%) and no need to leave the house (26%)
Source: Future Shops, N=1672
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RESIGNATION FACTORS • Poles will resign from offline purchase
when:
• there is too much distance from the place of work / residence (28%)
• lack of convenience of shopping (27%)
• we resign from online shopping in case of
• too long delivery (45%)
• expensive delivery (29%)
Source: Future Shops, N=1672
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LOYALTY PROGRAMMES
24% belong to the loyalty program of the a shoe brand - it considers almost equally, women (24%) and men (23%)
Source: Future Shops, N=1672
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INTERIOR DESIGN
How Poles decorate their houses?
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✓ 15 billion zł - 3,5 billion euro
✓ +6p.p. growth
✓ over 8000 shops
✓ 20% plan to buy some furniture this year
✓ IKEA shops got 28 millions visits offline
Source: PMR category reports, 2016
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TRENDS • DIY
• hygge
• scandinavian style
• open area
• discounters entrance
• constant promotions
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Scandinavian (73%), modern (55%), loft (54%), classic (49%)… oriental (13%)
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• Scandinavian is not minimalistic, Poles love to have souvenirs, vases, books, magazines, candles
• Scandinavian is in the same shape, colour
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• the dream of the vast majority of Poles is a detached house - this answer was indicated by 60% of respondents
• we are also thinking about living in a loft (13%), a tenement house (12%) and an apartment building (10%), less often in our dreams there is a terraced house (3%) or semi-detached house (2%)
Source: Westwing.pl surveys
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• over half of Poles live in two- or three-room apartments (53%), 16% have 4 rooms
• three out of ten people in Poland live in an interior consisting of 5 or more rooms
Source: Westwing.pl surveys
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• generally there is a flats-boom in Poland, especially in biggest cities
• Millennials still buy own flats
• attachment to your own place
Source: Westwing.pl surveys
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• considering decoration inspirations, Poles most often reach for the press - more than half of the respondents pointed to it, secondly Poles declared that they search for interior design ideas on internet portals
• with a request for advice to family and friends, we turn slightly less often - 33% of respondents,
• every third person in Poland draws inspiration from television programs (27%)
• seven out of ten Poles read newspaper articles about interior design and decoration at least once a month, and 30% at least once a week, above all: "Cztery Kąty" (37%), "Veranda" magazine (32%), "ELLE Decoration" (22%), "M jak Mieszkanie" (21%), "My Apartment" (20%),” Dobre Wnętrze"(19%) and „Dom & Wnętrze”(18%)
• among the people who are looking for inspiration on Internet portals, the most popular websites devoted to interior design and furnishings: Westwing, which was indicated by 29% of respondents, Homebook (11%) and Domosfera (8%)
• in search of inspiration, we look somewhat less at interior design blogs - they are a valuable source of information for 19% of respondents
• the vast majority of Poles (61%) read articles on furnishing and interior decoration posted on the web at least once a week
• in the opinion of Poles, the most interesting TV channel is Domo+, which was indicated by 36% of those looking for inspiration for interior design in the television offer - the most-watched programs devoted to design are: "Dorota was urządzi!” (18%), "Candice knows everything" (12%) and "Dekoratornia" (10%)
Source: Westwing.pl surveys
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COLOURSliv
ing
room
kitc
hen
bedr
oom
5%4%3%
9%12%11%
15%
10%
22%18%19%
23%27%
40%
26%whitebeigegreybrowngreen
Source: Westwing.pl surveys
the fastest growing colour
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• 25% Poles decided to entrust the interior design to a specialist
• 39% of those, who used the services of an interior designer entrusted the specialist with arranging the whole house or flat
• when planning the appearance of individual rooms, expert help is usually sought in the case of a bathroom (38%) or kitchen (37%) - interiors in which functionality plays a key role
Source: Westwing.pl surveys
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MAIN PLAYERS • IKEA
• BRW
• Agata Meble
• DUKA
• Home&YOU
• Bodzio
• Jysk
• meble.pl
• mebloo
• lampy.pl
• Tchibo
• Zara Home
• … Lidl, Pepco
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IN BASKETIn what categories do you buy?
food
fash
ion
heal
th /
beau
ty
elec
troni
cs
cosm
etics
hygi
ene
prod
ucts
gam
es /
ente
rtain
men
t
prod
ucts
for c
hild
ren
hom
e
trave
l
spor
t
hobb
y
mot
o
educ
atio
n
finan
cial p
rodu
cts
prop
erty
5%
9%10%11%12%12%12%
14%15%15%
20%21%22%23%
24%32%
Source: Omni-commerce, N=1758
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IN E-BASKETIn what categories do you buy online?
fash
ion
inte
rior d
esig
n
elec
troni
cs
cosm
etics
/ be
auty
phar
mac
eutic
als
spor
t
prod
ucts
for c
hild
ren
cultu
re a
nd e
nter
tain
men
t
trave
l
gam
es /
apps
mot
o
serv
ices
food
othe
r
0%
10%10%
17%18%18%21%22%23%24%25%
28%28%
35%
Source: Omni-commerce, N=1758
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DIY
• Poles like to DIY a lot - this category is growing very dynamically, each year by over +30p.p.
• the most frequently purchased items are garden tools, garden furniture, plants or elements of garden architecture, fabrics
• 55% of Poles declare performing various DIY projects
• 73% of performing DIY treat it as a hobby and enjoy it
Source: DIY for Allegro N=1583
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DIYas part of work at home
• they mostly paint their interiors (16%)
• carry out electrical repairs (13%)
• furniture restoration and decoration (11%)
none of this type of work is carried out by only 38%
as part of garden work
• most often Poles cut the grass (24%)
• soot and grow ornamental plants (15%)
• prune trees and shrubs (15%)
• they store and reproduce fruits and vegetables (14%)
no work is carried out by only 40% of respondents in the backyard or balcony garden
Source: DIY for Allegro N=1583
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• 46% of the renovation of the flat is entrusted to professionals
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shop
pong
cent
res
tech
nica
l / s
pecia
lised
e-s
hops
lik
e Ob
i, Ik
ea, O
rgan
ic
shop
ping
pla
tform
s lik
e Al
legr
o
supe
r- i
hype
rmar
kets
like
Tesc
o, A
ucha
n
clas
sifie
ds li
ke O
LX
onlin
e su
per-
and
hyp
erm
arke
ts
like
tesc
o.pl
, auc
hand
irect
.pl
baza
ars,
mar
kets
loca
l sho
ps
spec
ializ
ed s
hops
onl
ine
dedi
cate
d ev
ents
none
of t
he a
bove
4%
8%
12%
18%19%19%
20%21%21%21%22%
• there are, on average 2 types of places used by Poles in the "do-it-yourself" area for shopping
• the most frequently used shopping places are shopping centres (22% of indications for them as the most common place of DIY shopping), then online stores (21%), shopping platforms, including Allegro (21%) as well as supermarkets and hypermarkets (also indicated by 21% people)
• specialised online shops and dedicated events enjoy the smallest popularity
Source: DIY for Allegro N=1583
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8%9%
10%10%10%
12%13%14%14%14%
17%17%
23%
31%
search engine, like Google books, guidesshopping platforms like Allegro websites of brandsdedicated radio or TV programmes blogsbazaars, markets dedicated Polish portalssocial media dedicated mobile appsvlogs dedicated pressdedicated international portals dedicated events
• do-it-yourself activities require quite specialist knowledge from those involved - this is probably why as many as 66% of those doing DIY work confirm that they usually look for different information in the context of DIY, including about how to do something or where to buy the necessary products
• Poles active in the area of "do-it-yourself" in the search for knowledge usually go to 2 types of information sources
Source: DIY for Allegro N=1583
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PURCHASE FACTORSkn
own
bran
d
Inte
rnet
use
rs o
pini
ons
frien
ds a
nd fa
mily
opi
nion
s
spec
ific p
rodu
ct ch
arac
teris
tics
prev
ious
sho
ppin
g ex
perie
nces
conc
rete
feat
ures
(size
, col
our)
cohe
renc
e w
ith m
y vis
ion
trust
ed b
rand
sale
smen
reco
mm
enda
tion
coun
try o
f pro
duct
ion
expe
rts o
r blo
gers
reco
mm
enda
tion
11%11%13%
15%15%17%17%17%17%
20%
25%
Source: DIY for Allegro N=1583
30% promotions are used regularly by 60%
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22%22%23%
23%
26%
large purchases discountsdiscount coupons in dedicated websites, e.g. qpony, groupondiscounts for purchases from certain amountdiscounts for choosing a specific payment method, e.g. BLIK, card paymentseasonal / theme promotions and sales
TOP PROMOTIONS
Source: DIY for Allegro N=1583
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TOP PROMOTIONS2
for 1
seco
nd a
nd s
ubse
quen
t pro
duct
s
at a
low
er p
rice m
ultip
acks
seas
onal
/ th
emat
ic sa
les
loya
lty p
rogr
amm
e di
scou
nts
big
purc
hase
dis
coun
ts
onlin
e / m
obile
sh
oppi
ng d
isco
unts
disc
ount
s fro
m ce
rtain
valu
e
coup
ons
cont
ests
big
fam
ily ca
rd
paym
ent d
isco
unts
9%
16%18%18%19%20%22%22%23%23%26%
6%7%7%9%
14%15%18%18%
20%22%23%
44%Internet usershome decoration buyers
Source: Smart okazje, N=2805
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CASE• shopping club - closed ecosystem
• app -> online
• constant sales
• no stable stock
• few stationary shops
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TRAVELHow do we prepare for and
buy holidays?
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✓ +10p.p. growth ✓ 2400 zł / person ✓ Greece (35%),
Bulgaria (14%), Spain (14%), Turkey (10%),Egypt (7%)
✓ Portugal (2%)
Source: Smart Wakacje, N=1560
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TRENDS • all inclusive
• first minute trips growth
• Polish zones
• mobile shopping
• wifi factor
• slow life factor
• May and September vacations
• city-breaks and long weekends
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BOOKING small promotions on last minute holidays
35%14%
8%12%
8%23%
over 3 monthsover 2 monthsover 1 month22-31 days11-21 days<10 days
Source: Polish Travel Organisation Report, 2017
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• Poles go mainly for 7-days vacations (78%)
• only 18% go for 8-14 days
HOLIDAYS DURATION
Source: Smart Wakacje, N=1587
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ON HOLIDAYSWhat way of traveling is closest to yours?
9%12%13%14%15%16%16%17%
19%
27%
I plan trips myselfI choose agro-tourism areasI try to visit as many places as possible I spend my time activelyI choose less crowded places to explorebefore journey I read a lot about the history of place where I'm goingI try to interact with nature as much as possibleI try to focus on what's "here and now" and avoid documenting the trip constantlyduring the trip I try to familiarize with culture ans inhabitants of the places I'm visitingwhile on holidays I concentrate on fun and entertainmentnone of the above
silver power generation is most active in planning phase
Source: Slow Life, N=1713
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MAIN PLAYERS • TUI
• Itaka
• Rainbow
• travelplanet.pl
• wakacje.pl
• fly.pl
• MyTravel
• LIDL holidays
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IN BASKETIn what categories do you buy?
food
fash
ion
heal
th /
beau
ty
elec
troni
cs
cosm
etics
hygi
ene
prod
ucts
gam
es /
ente
rtain
men
t
prod
ucts
for c
hild
ren
hom
e
trave
l
spor
t
hobb
y
mot
o
educ
atio
n
finan
cial p
rodu
cts
prop
erty
5%
9%10%11%12%12%12%
14%15%15%
20%21%22%23%
24%32%
Source: Omni-commerce, N=1758
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IN E-BASKETIn what categories do you buy online?
fash
ion
inte
rior d
esig
n
elec
troni
cs
cosm
etics
/ be
auty
phar
mac
eutic
als
spor
t
prod
ucts
for c
hild
ren
cultu
re a
nd e
nter
tain
men
t
trave
l
gam
es /
apps
mot
o
serv
ices
food
othe
r
0%
10%10%
17%18%18%21%22%23%24%25%
28%28%
35%
Source: Omni-commerce, N=1758
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TRAVEL
• people who make purchases before going on vacation usually buy in super- and hypermarkets (37%) and specialist stationary stores (27%); 25% buy on the Allegro shopping platform, and similarly - 1/4 - in brand stores and specialist online stores
Source: Smart Wakacje, N=1587
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• 60% of mobile owners use mobile device to prepare for holidays
• 42% buy via mobile before holidays
Source: Smart Wakacje, N=1587
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REMEMBER MOBILE • most often, Poles plan their
vacation on mobile device
• make a list of things to take on holiday and activities to be done before the holiday (25%),
• check the destination and opinions about it (45%)
• complete music, films and books (31%)
• almost 1/4 of mobile vacationers also installs some games before departure (23%), and 16% install or update dedicated applications
Source: Smart Wakacje, N=1587
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• 42% of Poles who travel with their smartphone admit that they happen to make purchases during the holidays using a smartphone
Source: Smart Wakacje, N=1587
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for 72% mobile users wifi is one of the most important decision factors when choosing hotel
Source: Smart Wakacje, N=1587
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REMEMBER MOBILE
mob
ile u
sers
trave
lling
with
mob
ile
53%58%
47%42%
shop on smartphonedon't shop on smartphone
• this season, most often, we buy cosmetics and tanning lotions (45%), transport related products (36%), sports equipment and products (31%), fashion products (29%) and medicines (25%)
• Allegro is the most spontaneously indicated holiday mobile-shopping destination, here buy 49% of mobile buyers before holidays
Source: Smart Wakacje, N=1587
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TOP HOLIDAY E-CATEGORIES
‣ cosmetics 48%
‣ transport 44%
‣ sport products 37%
‣ fashion 30%
‣ drugs 30%
‣ accommodation 27%
Source: Smart Wakacje, N=1587
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• 10% use AirBnB • 12% make reservations
on booking.com, trivago
• mainly used via mobile
NEW M-SERVICES
Source: Smart Wakacje, N=1587
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NEW TOOLS • fly.pl
• fru.pl
• wakacje.pl
• booking.com
• airbnb.com
• trivago.pl
• travelplanet.pl
• kayak.pl
• wakacyjnipiraci.pl
• skyscanner.pl
• tanie-loty.com.pl
• fly4free.pl
• pushapp.pro
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Q&A
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KASIA CZUCHAJ-ŁAGÓD MANAGING DIRECTOR
MOBILE INSTITUTE EXPERT E-COMMERCE CHAMBER
POLAND+48 664 446 226