Ecommerce fears and opportunities

ECOMMERCE FEARS AND OPPORTUNITIES

Luca Olivari, CDO Contactlab

Research project promoted by NetComm Suisse and created by

CONTACTLAB - DIGITAL PIONEERS

We are digital pioneers, since 1998

We became the first Italian ESP in 2001 with a proprietary SaaS platform to send email, sms

and fax

In 2010 we became Data-Driven opening a Business Intelligence unit to offer data services

to drive customer engagement programs

Since 2012 we developed a specific knowledge on Luxury and fashion-retail industry

We’ve been included in the Gartner’s Market Guide for Email Marketing in 2014 and 2015

In 2014, the entry of P101, a venture capital firm, turned Contactlab into a company limited by

shares

In 2016 we launched the new data-driven Engagement Marketing platform to enable customer

360-degree view, dynamic segmentation and content personalization based on customer

behaviours

Research project promoted by NetComm Suisse and created by 3

18+ YEARS OF

EXPERIENCE

140+ DIGITAL

MARKETING

PROFESSIONALS

1.000+ CLIENTS

80 MILLION EMAILS SENT DAILY

150 COUNTRIES

25 LANGUAGES MANAGED

4 OFFICES IN EUROPE

CONTACTLAB AT A GLANCE


THE OBSERVATORY ON SWISS DIGITAL BEHAVIOURS

NetComm’s Suisse Observatory on Swiss digital behaviours has been created in collaboration

with Contactlab

The main goal is to offer a solid quantitative basis for understanding the digital behaviours of Swiss

users, evaluating market value and potential, and activating public and private policies to sustain

growth in the sector

Netcomm Suisse chose Contactlab because of the robustness of our methodology and the ability

to analyse and interpret the data collected, as proven by our European Digital Behaviour Study

This is the third edition run since 2014, with some news (extended market coverage, new indexes and

analys)


METHODOLOGYCAWI method (by EDBS with over 30.000 interviews)

Europe+ (Italy, UK, Germany, France, Spain, Switzerland): CAWI survey on ‘regular’ internet users aged 16 – 65,

who connect at least once a week, regardless of the device and reason.

Extra-EU markets (New York, Shanghai, Tokyo, Moscow/St Petersburg, Korea): CAWI

survey on ‘online shoppers’ aged 16-65, who purchased/ordered online goods/services in the

last year.

Sample designIn the European countries, a representative sample was formed based on the latest data provided by the

Eurostat – Information Society and by national bureaus of statistics. As regards the other extra-EU

markets, have been used data from OECD and national bureaus of statistics.

Switzerland: Federal Statistical Office (BFS)

Swiss sample of 1.001 cases

Interviewed between 8th April and 3rd May 2016

Average duration of 25 minutes


(NEW) INDEXES


INTERNET & ECOMMERCE

EVOLUTION


in Switzerland

INTERNET USERS

95%

Swiss regular Internet users are

5.3 million people that equals to

the 95% of the population

between 16 and 65 years


Swiss internet users

ONLINE BUYERS

90%

The majority of the Swiss Internet

population has made at least 1 online

product or service purchase

in the last 12 months

1. UK (93%)

2. Germany (92%)


Changes in

GROUPS OF

ONLINE BUYERS(vs 2015)

+8% +21% +16% +9%

Household items +11%

Food & Beverage ~0

E-books +19%


in ecommerce market

value (last 12 months)

INCREASE

+20%

Regular Swiss online shoppers

spend 11.2bn CHF with a significant

growth if compared to

the previous years

The average annual spending per online shopper is

increased vs 2015 (2400 CHF vs 1950 CHF)


TOP ONLINE PURCHASE

CATEGORIES


Top three product categories

by number of online shoppers are still

the same


AVG ONLINE EXPENDITURE

FASHION

605 CHF

Spent by 2.6 million

= 56% of online shoppers,

+8% individuals in the last 12 months

547€ 576€ 513€


«TRANSPORTATION»

SHOPPERS

932 CHF




843€ 615€ 509€



«HOLIDAY»

SHOPPERS

1232 CHF




1115€ 855€ 714€



RETAIL

ONLINE SHOPPERS


of online purchasersUSED

E-STORES WITH B&M SHOPS

48%

24

19

16

15

13

SITES OF RETAILERS THAT

ALSO HAVE B&M SHOPS

BRAND’S OWNED ONLINE

SHOPS

SPECIALIZED WEBSITE BY

TYPE OF PRODUCT/E-TAILER

ECOMMERCE PORTALS WITH

VARIOUS PRODUCT

CATEGORIES

COMPARISON SITES OF

OFFERS AND PRICES

PRIVATE SALES SITES

PURCHASING GROUPS

ONLINE WITH COUPON

FROM ONLINE PRIVATE ADS

48

47

43


for online shopping

USE CREDIT CARD

45%

Credit card on the highest step of the

podium, followed by

PayPal 44% and Invoice 40%


CROSSBORDER

ONLINE SHOPPING


>60%

of Swiss online shoppers

BUY ABROAD

>60%65% 61% 56% 44% 34% 31%


35%

goes abroad

of SHOPPING

BUDGET

27%

Swiss e-shoppers spend their

budget abroad, totaling around 3

bn CHF of Swiss ecommerce

expenditure


buys abroad for

BETTER PRICING

75%

Still the main reason for shopping

online abroad is better pricing,

followed by availability of products

and services (39%) and greater

selection of products (36%)


Crossborders buyers

purchase mainly from

Germany, with a significant

gap with other countries

purchase from

GERMANY

54%


appreciates

CLICK & COLLECT

49%

BOUGHT

at least one (of 5) category

10%

+

PROSPECTS

at least one (of 5) category

43%


CROSSBORDER -

THE SWISS OPPORTUNITY


potential

FOREIGN ONLINE

SHOPPERS

>40M

Potential buyers come from:

12.1 Germany

6.7 UK

5.0 France

3.9 Italy

3.8 Spain

2.8 Shanghai

2.4 South Korea

2.0 Moscow / St. Pet.

1.4 New York

0.4 Tokyo


COMMUNICATION

CHANNELS


The opportunity to engage

VIA OWNED MEDIA12

13

32

22

21Committed

Open

Passive

Not disturb

Non user11

26

2

33

24

4Committed

Open

Passive

Opportunistic

Not disturb

Unaware

4422

SOI DOI


of online shoppers

ARE

TRIPLE PLAYERS

32%

75% of online shoppers

navigates via mobile; almost ½ of them

uses smartphones, tablet and PC

(they are the so called

“Triple players”)


FOCUS ON

EMAIL MARKETING


Email remains the most

common form of

communication and has

the highest user frequency of online shoppers

USE EMAIL WEEKLY

93%


of online shoppers

IS SUBSCRIBED TO

NEWSLETTERS

89%

The majority of online shoppers

and email users has

subscribed to

at least 1 newsletter

Tourism and fashion are among the most

popular with an average

of 6.3 newsletters per user


of newsletter subscribers

TRUST

THE CONTENT

>50%

Email content is perceived as

trustworthy by more the half

of subscribers

77% of them confirms to have made a

purchase online based on the newsletter

content, while 70% has gone to the shop to buy


BUSINESS HIGHLIGHTS


Population is fully digital: the ecommerce involves 90% of Swiss internet

users

KEY FINDINGS

Social network and digital direct marketing continue to be the most

promising owned media for engagement

The trust in ecommerce is growing again thanks to this digital stability

Crossborder online shopping is a huge opportunity to catch


THANK YOU

Luca Olivari

CDO – Contactlab

[email protected]

@lucaolivari

mailto:[email protected]


INDEXES

Index Dimension

► DII - Digital Interactivity Index Online activities

► DOI - Direct Opportunity IndexDigital direct communication impact (opportunity to engage via newsletter)

► SOI - Social Opportunity IndexBrand relationship via social network (opportunity to engage via social network)

► EXI - Ecommerce Expenditure IndexOnline expenditure on different products/ services (27 categories)

► FSI – Fashion Spending Index Quantify (online/ offline) spending on fashion products

► LAI - Luxury Attitude IndexHigh-end brands relationship(category attitude)

► LCI – Luxury Consumption Index Fashion luxury consumption(category attitude AND product buying)

Ecommerce fears and opportunities

Marketing

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