European Young Generation E-commerce Study
Insights on the online shopping behaviours of young e-shoppers in 5 European countries
DPD Group & InProcess
sept 7, 2016
Cross Boarder Event Utrech 2
What did the study entail?1. Methodology40 ethnographic in-home interviews in UK, Spain, France, Germany and Poland
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 explore and reveal a variety of practices
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Who are they?2. Motivations and attitudes regarding e-shopping
Expertise
Social media
Multi-channel
Multi-device
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What draws this target to online shopping? 2. Motivations and attitudes regarding e-shoppingThe 3 C’s: Convenience – Choice - Cheap
“Online shopping is more fun, it’s more comfortable, no bags to carry along. You can have a look at the products while being relaxed.” – Theodora, Germany
Online shopping behaviour: behavioural profiles2. Motivations and attitudes regarding e-shopping
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ACCEPTS RISK
REFUSES RISK
INSPIRATION TOOL
The Internet helps me find inspiration for the things I want to buy. I notice and explore offers, but out of precaution, I prefer to make my purchases in familiar places.
The Internet is a way of finding information without a specific need. I explore and discover original and unique offers for me.
I make purchases online only on sites
that I know well or that are well-known. I like to have good advice
and I am wary of online services such
as PayPal.
I know the products that I need. I don’t look
for advice in order to make my purchases.
PIONEER EASY-GOING
LOOK OUT SECURITY
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Cross Boarder Event Utrech 6
ACCEPTS RISK
REFUSES RISK
INSPIRATION TOOL
PIONEER EASY-GOING
LOOK OUT SECURITY
Online shopping behaviour coloured by cultural & economic context2. Motivations and attitudes regarding e-shopping
Autonomous shopping to find the best deal (result of discount culture x in-store independence)
PIONEER EASY-GOING
LOOK OUT SECURITY
sept 7, 2016
Cross Boarder Event Utrech 7
ACCEPTS RISK
REFUSES RISK
INSPIRATION TOOL
PIONEER EASY-GOING
LOOK OUT SECURITY
Online shopping behaviour coloured by cultural & economic context2. Motivations and attitudes regarding e-shopping
High prevalence of online shopping (daily routine)Confident shoppers and early adopters of new consumer trends
PIONEER EASY-GOING
LOOK OUT SECURITY
sept 7, 2016
Cross Boarder Event Utrech 8
ACCEPTS RISK
REFUSES RISK
INSPIRATION TOOL
PIONEER EASY-GOING
LOOK OUT SECURITY
Online shopping behaviour coloured by cultural & economic context2. Motivations and attitudes regarding e-shopping
Pragmatic and highly secured e-shopping strategies
PIONEER EASY-GOING
LOOK OUT SECURITY
sept 7, 2016
Cross Boarder Event Utrech 9
ACCEPTS RISK
REFUSES RISK
INSPIRATION TOOL
PIONEER EASY-GOING
LOOK OUT SECURITY
Online shopping behaviour coloured by cultural & economic context2. Motivations and attitudes regarding e-shopping
Shoppers strongly inspired by good deals but with secured online shopping habits (impacts of current economic situation)
PIONEER EASY-GOING
LOOK OUT SECURITY
sept 7, 2016
Cross Boarder Event Utrech 10
ACCEPTS RISK
REFUSES RISK
INSPIRATION TOOL
PIONEER EASY-GOING
LOOK OUT SECURITY
Online shopping behaviour coloured by cultural & economic context2. Motivations and attitudes regarding e-shopping
Pragmatic online behaviours to avoid dealing with heavy bureaucratic procedures
PIONEER EASY-GOING
LOOK OUT SECURITY
Emotional Roller Coaster3. Online shopping experience and customer journey (synthesis)
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Getting inspired
Searching / Browsing
LoggingIn
Managing the shopping cart
Choosing the delivery & payment
Tracking the parcel
Managing the place of
delivery
Managing the time of
delivery
Receiving the package
Making returns
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Getting inspired
Searching / Browsing
LoggingIn
Managing the shopping cart
Choosing the delivery & payment
Tracking the parcel
Managing the place of
delivery
Managing the time of
delivery
Receiving the package
Making returns
Lots ofmissed
deliveries
Lookingfor simplification
No returns:too difficult
too expensive
Logging-in can be a major obstacle
Returnsas a
strategy
Emotional Roller Coaster3. Online shopping experience and customer journey (synthesis)
sept 7, 2016
Cross Boarder Event Utrech 13
4.1 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
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4.2 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)
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4.3 An insecurity that requires tactics of reassurance • Certain products that require offline confirmation• Advice and reviews an important element of reassurance• Easy, free returns to increase confidence• Payment modes: from risk to a line of defence
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4.4 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
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4.5 Chasing deliveries threatens the convenience of online shopping• A current lack of transparency and flexibility that results in increased effort and
missed deliveries• The locker system: a solution that fits easier into my lifestyle• Ideal delivery experience is a product delivered to me, when and where I want it