Post on 16-Apr-2017
Logistics as key marketing element in e-commerce
Logistics I have an e-shop
1
Someone buys
2
Need to ship this
3
Why do people buy online?
Offer: Not Availability off line (long tail)
Price
Convenience
Reasons to buy online
Convenience is the most important driver
56
52
52
47
42
37
36
34
32
23
23
11
2
1
Order 24 hours a day
Delivered at home
Easier, don't have to leave home
Lower prices than in regular shops
Opportunity to buy products that are not available in the regular shop
Less time-consuming
Greater choice
Easy to compare products
The speed of delivery
Ability to pick up goods at a convenient time and location
Ability to send products back
More environmentally friendly way of buying
Other
Don’t know
Base: Total sample (n=1321) Question: Q3.3 What are the most important benefits to you of online shopping compared to purchases in a regular shop? ABCD: 95% significance level
Convenience
Price
Long tail
The more they buy online
the more they value Convenience
Base: Total sample (n=1321) Question: Q3.3 What are the most important benefits to you of online shopping compared to purchases in a regular shop? ABCD: 95% significance level
Order 24 hours a day
Delivered at home
Easier, don't have to leave home
Lower prices than in regular shops
Opportunity to buy products that are not available in the regular shop
Less time-consuming
Greater choice
Easy to compare products
The speed of delivery
Ability to pick up goods at a convenient time and location
Ability to send products back
More environmentally friendly way of buying
Other
Don't know
47
50
44
38
34
31
24
27
29
21
18
9
1
1
53
52
49
46
39
34
34
31
29
22
23
8
2
1
62
54
57
51
47
41
43
39
35
24
25
13
2
1
LIGHT n= 271 (A)
MEDIUM n= 415 (B)
HEAVY n= 635 (C)
Base: Total sample (n=1321) Question: Q3.3 What are the most important benefits to you of online shopping compared to purchases in a regular shop? ABCD: 95% significance level
Order 24 hours a day
Delivered at home
Easier, don't have to leave home
Lower prices than in regular shops
Opportunity to buy products that are not available in the regular shop
Less time-consuming
Greater choice
Easy to compare products
The speed of delivery
Ability to pick up goods at a convenient time and location
Ability to send products back
More environmentally friendly way of buying
Other
Don't know
increases by age
57
46
52
46
46
37
39
38
29
22
22
9
1
2
58
51
53
46
43
38
37
36
31
28
21
11
2
1
56
53
52
50
41
40
40
37
33
25
22
14
2
1
18-34 Y n= 394 (A)
35-44Y n= 283 (B)
45-54 Y n= 304 (C)
53
61
50
45
37
32
30
26
35
18
26
10
1
0
55-70 Y n= 340 (D)
The importance of
Convenience
What is Convenience?
Convenience does NOT always mean quick delivery.
21%
79%
I want this article urgently, a fast delivery is important for me
Speed is not so
important,
I can wait
means being delivered
where and when the consumer wants
Convenience
Let the consumer choose
87
49
23
15
15
12
7
Home delivery
Pick up from a pickup point
Pick up from a post office
Pick up in the shops / web
shop Delivered to
another address specified
Delivery at work
Pick up from a pack machine
63
19
3
1
3
7
4
DELIVERY METHODS EVER USED
DELIVERY METHODS PREFERRED
What are the
preferred delivery methods
Delivery
Pickup
Base: Total sample (n=1321) Question: Q3.4 In which ways have you had your online purchases delivered?
Q3.5 If you could choose between all the following delivery options for shipping your online purchases, how would you prefer having your purchases delivered?
ABCD: 95% significance level
Avg. # of delivery methods used 2,1
is a key marketing element in e-commerce
Logistics
In one of the 1250 pick-up points, of which 80% is open on Sundays In one of the 150 parcel lockers available 24h/24 and 7d/7 At home or at the office
In your shop
4 ways for your customers to receive their parcels «wherever & whenever» they want
Delivery Methods
Home Work
Neighbour
Saturday Sunday
Evening Sameday
Post Point Parcel Locker Click & Collect
Pick up Methods
Post Office
The largest network: more than
1.250 pick-up points
Most important factor is distance between the pick-up point and their home or “on the way home-work”
(shops, pick up points, post offices, lockers) is good enough
Ensure the Pick up Network
Post Points Post Offices
Parcel Lockers
§ Located in high traffic zones § Railway / Metro stations,
Supermarkets § Petrol stations, … § Easy-to-access § Easy-to-park § Accessible 24/7/365 § Available for delivery & national drop
Parcel Lockers 150
Click & Collect Phygitalisation: Bring your e-consumers into your shop
Allow for online & offline interworking
Increase traffic in your Retail shop by delivering online orders to your shop
Is increasing in importance as marketing element in e-commerce
Logistics
bounce rate
Do you
convert 100% of your
visitors?
24
Lost sales …
Eliminate all the risks
How do you lower the risks
Offer all the shipping options
Brand of Transportation partner (logo = quality label)
Shipping Costs (free if possible)
Returns
Returns by purchased item
Clothing/shoes/access./jewellery/...
Books
Care products
CD/DVD/Blu-Ray/Games
PC/hardware/software/ink
Small household appliances
Electronic devices
Telecom products
Food
Pharmaceutical products
Toys
Animal products/accessories
Interior decoration
DIY and garden products
Sports products and apparel
Personalised photo products
Yes, already did
Yes, planning to No Dnk yet
Q1.2 Over welk(e) type(s) producten ging het? - Q1.15. Hebt u het/de bestelde product(en) uit het pakje teruggestuurd of bent u van plan dat te doen? Target: Received parcel < 7 days
15
7
8
14
10
8
10
5
5
7
9
3
11
2
15
3
6
7
9
14
13
20
13
5
10
9
6
4
6
7
4
3
77
83
82
68
75
70
75
88
83
80
82
92
77
89
80
94
2
3
2
4
2
2
2
2
2
3
3
2
5
2
1
n = 1166
n = 469
n = 369
n = 318
n = 224
n = 112
n = 169
n = 211
n = 146
n = 132
n = 112
n = 115
n = 117
n = 105
n = 103
n = 166
Make it
easier For your customer to
return Where? shops, home,
lockers
How? make labels
Free
Keep
the consumer “posted”
Online buyers expect information about their purchase
Base: Total sample (n=1321) Question: Q3.8 Which information do you wish to receive about your order and the monitoring of your delivery when you buy a product online? Please indicate to which extent you find it important to receive each of the following types of information. ABCD: 95% significance level
Desired information about order and delivery of online purchases
Confirmation of the order
Expected delivery time
When the product is available
When the product is shipped
Monitoring of the shipment
Estimated time of delivery after the shipment has left
Confirmation of the delivery
1
1
6
5
8
5
10
11
36
37
45
51
45
30
88
63
58
50
41
50
60
Unnecessary
Nice to have
Must have
Integration
Happy shopping ;-)
e-shop