The Safeshops Inside E-Shopping Report 2017

Presents03/05/2017

Thanks to these partners!

2

The researchWhy and how?

4

The researchWhy?

01

Develop and share real insights into online

shopping

Support Safeshops Awards with objec�ve

screening of webshops

Awards by shoppers, not “industry experts”

Equal chance for all to win

5

The researchHow?

02

Qualita�ve

Quan�ta�ve

1

2

2 phases

6

The researchHow?

02

• 5 focus groups:

• Men & women

• 18-65

• FR & NL

• Online shoppers

• Di%erent categories

1 QUALITATIVE RESEARCH

Deep dive

Understand what makes sense to measure

Qualita�ve screening of par�cipa�ng webshops

Explore

7

The researchHow?

02

2

Total sample

Measure attitudes & Quantify Shopping Motivations

QUANTITATIVE RESEARCH

NATIONAL REPRESENTATIVE SAMPLE (N=522)

ADDITIONAL SAMPLE WITH CUSTOMERS OF

EACH PARTICIPATING WEBSHOP (N=1774)

Screen & score webshops

8

Which parameters determine webshop scores?

LOGISTICS 1. Delivery costs

2. Reliability & speed of delivery

3. Delivery op2ons

4. Easiness and 4exibility of return policy

CLIENT SERVICE 1. Accessibility client service

2. Exper2se

3. Friendliness & Speed

4. Q&A

PAYMENT /

CONTRACTING

1. Transparency prices and costs

2. User-friendliness payment

3. Number of payment methods

4. Payment security measures

5. Possibility to store payment data

CONCEPT 1. Design

2. Userfriendliness site

3. Level of product informa2on

4. Pricing

5. Promo2ons & ac2ons

6. Mobile friendliness

7. Assortment scope

8. Quality labels

9. Inspira2on power

9

The winners!

A few key figures

11

#1

Surfing Buying

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

8%1%

21%

2%

44%

17%

18%

40%

9%

39%

Less than monthly Monthly Weekly Daily Several 2mes a day

High frequency shop visit≠

High frequency purchase

73%

20%

12

# 2

38% says they will

buy more online next year

Only 3% will buy less

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

38%

59%

3%

I think I will buy less online

next year

I don't think my buying behav-

ior will change

I think I will buy more online

next year

13

# 3

Concert & movie 2ckets

Travel

Fashion

Books

Airplane 2ckets

Movie & music

Shoes

Electronics

Beauty & Health

Games

Pet products

Home / garden / pet

Food & beverages

Sports gear

Home & garden decora2on

Pharma

Finance

Home & Garden furniture

Jewelry

0% 5% 10% 15% 20% 25% 30%

26%

24%

24%

22%

21%

16%

16%

15%

14%

13%

11%

10%

8%

7%

7%

6%

5%

4%

3%

Most bought

1. Concert/filmtickets2. Travel3. Fashion4. Books5. Airplane tickets

Least bought

6. Jewelry7. Furniture8. Financial products9. Pharma10.Home & garden

decoration

How often do you buy … online?

14

# 4

83%Laptop or PC

11%Smartphone

Which device do people use most often when shopping

online

16%Tablet

15

44 % ALWAYS reads reviews

before buying

# 5

47 % NEVER writes one

16

# 6

Belgians prefer to shop in their own language

North (N=305) Brussels (N=55) South (N=1620%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

77%

44%

19%

26%

76% 77%

49%

58%

40%

Dutch French English

To what extent would you trust a webshop written in …

17

# 7

48% of Belgian online shoppers considers presence of an offline store in Belgium important

48%

40%

36%

32%

0% 20% 40% 60% 80% 100%

Has an offline store in Belgium

Has a Belgian URL (.be)

The company behind the

webshop is Belgian

Offers Belgian products

18

Online shopping

75.00% 25.00%

Yes No

Do you sometimes buy products abroad

Netherlands

France

Germany

UK

China

USA

Canada

Middle East

African countries

Other

0% 10% 20% 30% 40% 50% 60% 70%

59%

43%

36%

34%

31%

23%

4%

1%

0%

8%

The large majority of Belgian online shoppers buys abroad once in a while

19

# 8

Home or other address

Pick up point

In the store

In a locker

0% 20% 40% 60% 80%

76%

19%

4%

1%

We prefer delivery to an address of our choice

Alternatives are still clearly less popular

I just love it. I come home around 10pm, and

then I do my shopping. Takes me 20

minutes… I compare prices, I can easily

manage the process, it’s less expensive.

Even if I’m against it, it is so easy I just

cannot not use it...

Online shopping – a love / hate relationship?

20

21

Online shopping =• Convenience • Comfort• A seamless experience• Reliable processes

The more you can

compensate for this,

the more successful

you will be

BUT there are barriers• Insecurity• Delayed satisfaction• Guilt• Artificiality

22

# 9

Most concerning

Least concerning

It’s all about the product

But privacy is clearly a concern too

Origin of webshop

Did I buy the right product

Where & how to complain

Unclear contact information

Privacy

Hidden costs

Will it arrive at all

PaymentUndamaged delivery

Guarantee

Product Quality

3,5

4,0

4,5

5,0

5,5

6,0

6,5

7,0

7,5

8,0

8,5

0% 5% 10% 15% 20%

23

# 10The ideal webshopWhat do people want?

1.

LAY-OUT &

OVERVIEW

2.

EFFICIENT

SEARCHING

3.

ENOUGH

FILTERS

4.

TRANSPARENC

Y PRICES &

COSTS

5.

FULL INFO &

INSPIRATION

6.

SEAMLESS

BUYING

7.

INTUITIVE

NAVIGATION

8.

BROAD OFFER

9.

VARIETY OF

PAYMENT

METHODS

10.

DELIVERY

OPTIONS

11.

CLIENT

SERVICE

12.

REVIEWS

24

The ideal webshop

81%

77%

76%

74%

71%

71%

67%

66%

66%

64%

63%

62%

60%

54%

53%

48%

43%

34%

31%

31%

28%

27%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

Clarity of price and costs

Low or no delivery costs

Sharp prices

Reliability and speed of delivery

Userfriendliness payment

Delivery options

Extra measures and security payment

Simple and flexible return policy

Userfriendliness website

Broad assortment

Level of product information

Friendly and fast service

Fun promotions and actions

Number of payment options

Accessibility client service

Expertise customer care

Has quality label(s)

Q&A

Mobile friendly

Store payment details

Beautiful design

Offers inspiration

Price & convenience are key

25

IdealWebshop

Free delivery @home and track & trace are must haves

84%

69%

59%

48%

47%

30%

21%

17%

16%

16%

16%

14%

6%

0% 20% 40% 60% 80% 100%

Offers free delivery

Delivery @ home

Offers track & trace

Communicate exact time of

delivery via email, sms or app

Allows you to choose when and

where goods are delivered

Possibility to deliver next day

Option to pick up in local corner

store

Possibility of same day delivery

Pick up point in supermarket

where you usually go

Uses as compact boxes as possible

Shipped with a shipping company

of choice

Option to pick up @ post point

Possibility to pick up in lockers /

pack machine

DELIVERY

26

IdealWebshop

Speed and reachable via email are top of the list

73%

68%

57%

53%

48%

46%

33%

22%

21%

12%

7%

0% 20% 40% 60% 80% 100%

Fast reaction

Reachable via email

Competent staff

Reachable via phone

24/7 accessible

Clear complaints procedure

Reachable via chat

Has a call back option

Extensive Q&A section

Possibility to communicate via

social media

Possibility to communicate via

WhatsApp or other messenger …

CUSTOMER CARE

27

IdealWebshop

Gra2s retourzending

Vermeldt duidelijk alle bijkomende kosten

Stuurt een beves2ging van de bestelling

HeeN meerdere betaalmogelijkheden

Werkt met een beveiligde (HTTPS) verbinding

GeeN zelf retourformulier en e2ket mee

HeeN een helder en duidelijk koopproces

Flexibel retourbeleid

GeeN je een redelijke bedenkingstermijn/retourtermijn

Komt bij een retour zelf het pakket ophalen

Laat je toe om aankopen te doen, zonder verplichte registra2e

Mogelijkheid om mijn betaalgegevens op te slaan

GeeN de op2e om via Facebook te betalen

0% 20% 40% 60% 80%100%

70%

58%

57%

52%

43%

30%

29%

29%

26%

21%

20%

9%

2%

Free return, transparency and confirmation of orders are most important

PAYMENT & TERMS

28

IdealWebshop

Sharp prices are important

As is full product information

WEBSITE CHARACTERISTICS

70%

51%

47%

41%

40%

38%

34%

33%

32%

28%

13%

12%

10%

4%

0% 20% 40% 60% 80% 100%

Sharp prices

Clear pictures of each product

Clear and complete product

descriptions

An easy to understand website

Broad offer

Fun actions and promotions

Efficient search engine

Frequent actions and promotions

Filters allowing you to easily find what

you want

Allows for easy comparison between

products

Has a wish list function

Mobile friendly site available

Suggests similar or relevant additional

products

Allows to share easily on social media

29

IdealWebshop

Deal confidentially with customer data

SECURITY & TRUST

65%

59%

57%

47%

44%

41%

37%

30%

27%

21%

13%

0% 20% 40% 60% 80% 100%

Deals confidentially with your data

Is sufficiently protected against

hacking

Does not send unwanted publicity

Has a clear guarantee policy

Works with https (3D secure or

MobilePay)

Offers reviews from other customers

Has a quality label

Has a clear privacy policy

Has a physical store I can visit

Remembers your preferences

Allows to store a detailed personal

profile

30

# 10

The olympic minimum for webshops

Gives right to playDoes not necessarily differentiate!

FAST

RELIABLE

FLEXIBLE

SHARP PRICES

SAFE PAYMENT

TRANSPARENT

!

31

# 11So what could be differentiators?

INSPIRATION

DESIGN

MOBILE FRIENDLY

CLIENT SERVICE

PERSONALIZATION

QUALITY LABEL

Into the minds & hearts of online

shoppers

33

34Buy less online Buy more online

Ca

re

ful

Sh

op

pe

rs

Insp

ira

tio

n

Sh

op

pe

rs

Fu

n&

So

cia

lS

ho

pp

ers

Sm

art

Sh

op

pe

rs

New

Co

nv

en

ien

ce

Sh

op

pe

r

Careful Shoppers

Segment size:

21%

• Attach more importance to physical presence

• Need staff / service• Tactile experience is key• Sceptical about safety• Like quality labels• All in all, limited enthusiasm

about online shopping

35

LowestPurchase Frequency

Buy more oftenTickets for concerts / movies

Travel

• Overrepresentation of• 55-65• Lower educated

Inspiration Shoppers

Segment size:

24%

36

HighestPurchase Frequency

Buy more oftenShoes, Games, Pet products

• On top of new trends• Give advice to others• Follow favorite brands• Share purchases on social media• Quality more important than price• Want to pay extra for same day

delivery• No concerns sharing payment

details• Mobile = important• Active lovers of online shopping

• Overrepresentation of• Men• 35-44• Urban

Fun & Social Shoppers

Segment size:

21%

37

AveragePurchase Frequency

Buy more oftenConcert & Movie�ckets

• Shopping = social• Online shopping is lonely• Heavy social media users

• Share purchases / follow brands

• Online shops can be inspiring but real shops are still more fun

• Overrepresentation of• 18-24 & 25-34• Suburban

Smart Shoppers

Segment size:

19%

38

AveragePurchase Frequency

Buy more oftenAirplane �ckets; music; Blm;

home / garden pet ar�cles;

sports gear

• Tech, offer & price savvy• Compare• Safety measures!• Online reviews important• Like quality labels• Low interest social media to

share purchases or follow brands

• Overrepresentation of• 55-65• Men• Higher educated

New ConvenienceShopper

Segment size:

14%

39

HighPurchase Frequency

Buy more oftenFashion; Books; Beauty &

Health; Shoes; Electronics;

Home & Garden decora�on

• Very pragmatic, no-nonsense• Online shop = inspiration• Look for products fitting their

own, individual style• Brand loyal but sometimes

impulsive• No big safety concerns

• Overrepresentation of• 18-24• Women• No kids• Higher educated

Now what?

The results and how to work with them

41

Download your copy of this presentation

Talk to us if you have questions!

Detailed reports and data are available: ask a quote

42

Contacts

Tom Meere

Tom.Meere@why5research.com

+32 477 977 032

Markgravelei 129

2018 Antwerp

Belgium

+32 3 294 76 30

oIce@why5research.com

www.why5research.com

43

Online shopping universe

Carefree

Controlled

Experience focus

Practical focus

Ik ben meestal goed op de

hoogte van de kostprijs van de

producten die ik koop

Ik geniet er van om te kuieren

door de winkel en daarbij op

zoek te gaan naar nieuwe

producten

Ik ga steeds opzoek naar de

beste kwaliteit, de prijs is van

ondergeschikt belangAls ik iets koop, is voor mij de

prijs van een product of dienst

belangrijker dan het merk

Ik probeer steeds de nieuwste

trends te volgen

Ik raadpleeg meestal reviews

voordat ik overga tot een

aankoop van een product of

dienst

Ik durf wel eens een impulsieve

aankoop doen

Wanneer ik een merk leuk vindt,

blijf ik dit ook voor lange tijd

gebruiken

Wanneer ik iets koop, vergelijk ik

meestal de prijzen van

verschillende aanbieders

Voordat ik iets nieuw koop, ga ik

eerst te rade bij vrienden en

familie

Ik word vaak om koopadvies

gevraagd

Ik zie mezelf niet echt als een

typische spaarder

Ik koop graag merken die passen

bij mijn eigen stijl

Ik koop liever in een winkel waar

ik gemakkelijk terug terecht kan

met mijn vragen en problemen

Als ik iets koop, wil ik het

product kunnen vastpakken met

mijn eigen handen

Ik vind het niet leuk dat ik mijn

aankoop niet onmiddellijk heb

als ik iets online koop

Ik hou ervan om te gaan

winkelen met vrienden

Ik koop nog altijd het liefst iets in

een fysieke winkel

Naar de winkel gaan, is voor mij

een echte belevenis, het is meer

dan winkelen alleen

Als je iets online aankoopt, weet

je niet exact wanneer je het

uiteindelijk zal hebben (bv niet

thuis bij leveringen)

Als ik op het punt sta om in een

fysieke winkel iets te kopen,

check ik vaak de prijs nog even

online

Als ik iets wil kopen in een

webwinkel, check ik altijd eerst

of deze website een

kwaliteitslabel heeft

Online winkelen is veilig

Als ik online winkel, geeft ik niet

graag de gegevens van mijn

kredietkaart

Webshops zijn in het algemeen

goedkoper dan fysieke winkels

Ik heb meer vertrouwen in een

webshop als die een

kwaliteitslabel heeft

Als ik online shop, mis ik het

sociale contact met andere

mensen

Als ik iets online koop, ben ik

bereid om te betalen voor een

levering op de dag zelf