E-Commerce Expo London 2011 Vincenzo Calenne Head Of Sales Ecommerce Ciao UK
Dec 06, 2014
E-Commerce Expo London 2011
Vincenzo CalenneHead Of Sales Ecommerce Ciao UK
Social Shopping: where do you stand?
Ciao at a glance
Shopping is moving
Importance of online reputation
Conclusion
Today’s agenda
Online criticism
Ciao at a Glance
Source: Comscore Comparison Shopping, ComScore, July 2011
Media Total Unique Visitors (000) % Reach
Average Daily
Visitors (000)
Total Pages Viewed
(MM)
Total Visits (000)
Average Minutes per
VisitAverage Visits
per Visitor
Total Internet : Total Audience 42,249 100.0 33,311 117,584 2,932,316 26.5 69.4
Retail - Comparison Shopping 16,676 39.5 1,466 186 47,528 1.9 2.9
1 Google Shopping 6,067 14.4 376 38 12,823 1.6 2.1
2 Shopzilla.com Sites 4,504 10.7 222 25 7,291 1.3 1.6
3 SUPAPRICE.CO.UK 3,670 8.7 169 11 5,525 1.1 1.5
4 Nextag.com Sites 1,772 4.2 56 6 2,054 1.4 1.2
5 Bing Ciao 1,665 3.9 63 7 2,046 2.8 1.2
6 Shopping.com Sites 1,179 2.8 65 3 2,057 1.2 1.7
7 ValueClick Sites 1,129 2.7 59 7 1,959 1.7 1.7
8 Kelkoo Sites 1,051 2.5 45 3 1,418 1.4 1.3
9 PRICEDUMPER.CO.UK 1,021 2.4 41 3 1,307 1.8 1.3
10 SMARTERDEAL.CO.UK 1,004 2.4 44 2 1,390 1.3 1.4
Ciao at a glanceAbout ciao.co.uk
#5
#4
#1 #1
#1 #1
#3 #5
Source: Comparison Shopping, ComScore, July 2011
4.326.000 unique visits
7.252.000 unique visits3.763.000 unique visits
1.665.000 unique visits
210.000 unique visits
748.000 unique visits
4.099.000 unique visits
Ciao at a glanceAbout Europe
Ciao at a glanceBing and MSN shopping channel across Europe
price comparison
…and many product offers
Ciao at a glanceWhat is Ciao.co.uk?
users opinions on products
Ciao at a glanceWhat is Ciao.co.uk?
users opinions on merchants
Ciao at a glanceWhat is Ciao.co.uk?
Shopping is moving
Percent Reach of Internet Users Average Minutes per Visitor
Jan-10 Jan-11 Point ChangeEurope 66.00% 74.50% 8.5 52.4
United Kingdom 83.20% 89.40% 6.3 84.1
France 76.40% 87.00% 10.5 83.2
Germany 73.10% 82.10% 9 63.8
Ireland 64.90% 80.70% 15.8 35.7
Netherlands 75.30% 80.20% 4.9 50.2
Spain 68.40% 76.70% 8.3 39.7
Denmark 68.20% 75.10% 7 40.6
Sweden 73.80% 73.60% -0.2 43.7
Norway 66.70% 73.40% 6.7 38
Belgium 71.70% 73.30% 1.6 29.7
Switzerland 70.30% 73.20% 2.9 34.5
Poland N/A 72.40% N/A 20.4
Austria 61.30% 71.40% 10.1 34.1
Turkey 68.00% 69.80% 1.9 73
Italy 67.40% 69.50% 2.1 21.4
Finland 63.80% 66.50% 2.7 29.8
Portugal 60.20% 65.90% 5.7 23.9
Russian Federation 68.83% 65.32% 2.2 33.7
Reach of Retail Sites in European Countries - January 2010 vs. January 2011 - Age 15+ - Home and Work Locations
Shopping: increasing reachAlmost 90% in the UK
Growth (%) Among Mobile Subscribers
Total Mobile Audience EU5 France Germany Italy Spain UK
Accessed Auction Sites 36% 6% 44% 1% 10% 95%
Accessed Online Retail Sites 37% 24% 45% -5% -5% 118%
Accessed Shopping Guides 31% 20% 42% 10% 21% 71%
Smartphone Audience
Accessed Auction Sites 76% 51% 100% 13% 35% 141%
Accessed Online Retail Sites 80% 80% 106% 8% 22% 163%
Accessed Shopping Guides 72% 86% 98% 25% 63% 109%
Growth in Mobile Retail Activity Penetration Among Total Mobile Subscribers and Smartphone Owners - 3 Month Avg. Ending May 2011 - YoYTotal EU5 (FR, DE, IT, ES and UK), Age 13+
Growth of retail on mobile devicesIncreasing by 100%-130%
Mobile: retail vs other categoriesFastest growing mobile categories
Future scenario:importance of online reputation
Merchant Selection
Purchase Experience
Share personal
Experience
Product Selection
ConsumerAdvice & opinions
Advice & opinions
Research
Buying Cycle Consumer decision making process
I don't know
Merchant advice
Personal experiences
Opinions of friends and family
Expert opinions
Other consumers experiences
Source: Penn, Schoen, Berland Associates, Inc., LinkShare Trend Watch Research: New Info Shoppers, Recession Buyers and the 2009 Online Shopping Outlook, 2009
46%
24%
16%
8%
3%
2%
Purchase Decisions: what really mattersAdvice: online and offline
Source: IBM Institute for Business Value analysis. CRM Study 2011
Mobile: reviews and opinionsReasons consumers go to social media or social networking sites
“People are looking to own the research process, not to be told by either salespeople or advertisers what the product is about.”3 -Penn, Schoen & Berland Associates
79% of online UK retailers surveyed reported that the main benefit of consumer-generated
rating and reviews was that they improved site conversion rates.2
-eMarketer, 2009
68% of users have changed their
purchase decision based on other
consumer reviews.1
Source: 1Ciao User Survey ciao.co.uk, April 2011 | 2eMarketer, 20093 Penn, Schoen & Berland Associates Market Research 2010 |
Power Shifting: companies to consumersConsumer reviews
Online criticism
Online criticismNegative review: typical situation
fear suspicion
frustration
distrustuncertainty
Online criticismHow do you react?
Moderate or delete commentsRespond privately to
the criticismRespond publically (in the same forum)
to the criticism
Ignore it
Other Don’t know
How do you deal with criticism with your product / company
on the Internet?
37%
Source: Visitor survey at Internet World London, April 2009
38%
4%14%
3% 4%
Online criticismHow do you deal with criticism?
Action vs passiveNegative review: response
Action vs passiveFeedback request within email reply
Action vs passiveOther examples: UK
Action vs passiveOther examples: Spain
Action vs passiveOther examples: the Netherlands
Action vs passiveOther examples: Italy
Conclusion
Assign resources
Identify relevant sites
Check regularly
Understand criticism as an opportunity
Develop dialogue
Conclusion
Vincenzo CalenneHead of E-Commerce Sales UK
[email protected] www.ciao-group.com
Microsoft LtdCiao Commerce Division
Cardinal Place 100 Victoria Street London SW1E 5JL
UK
Ciao in Social Media:http://twitter.com/ciao_uk
http://www.facebook.com/ciaouk
Questions?