European Young E-shoppers Study · PDF fileEuropean Young E-shoppers Study 2 . ... but had to...
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European Young
E-shoppers Study
DPDgroup & InProcess
What did the study entail?
Methodology
European Young E-shoppers Study 2
Methodology
40 ethnographic in-home interviews in UK, Spain, France, Germany and Poland
What did the study entail?
3 hours spent with each respondent
in their homes or in a situation of
their daily lives (school, etc.)
Video Diary left with respondent
for 1 week following study
Qualitative research by ethnographers
• In-depth observations of real life experiences
• Understanding the emotions of participants
• Reveals what participants do, not just what
they say
• Goal is not to be representative, but to reveal a
variety of practices
European Young E-shoppers Study 3
Methodology
40 ethnographic in-home interviews in UK, Spain, France, Germany and Poland
What did the study entail?
European Young E-shoppers Study 4
Mailys, 18, Occasional
Lives with her grandparents in a
big apartment in Boulogne
Billancourt. She is a student and
so doesn’t have time for hobbies.
Likes fashion shopping.
Methodology Who were the participants?
Carly, 23, Unlucky
Lives with her mum in London.
She works as an administrator.
Łukasz, 24, Group
Lives with his brother and sister in
Warszawa. He is a student at
University of Technology. He is
interested in fighting sports (MMA)
and bodybuilding.
Klaudia, 24, Express
Lives alone in a small apartment
in Warszawa. Her main hobby is
paramilitary forces. She used to
train ballet, but had to stop
because of a problem with her
ankle.
Chloé, 19, Gifter
Lives alone in a small apartment
in Lille. She is a student at the
University of medicine and so
doesn’t have time for hobbies.
Likes shopping.
Mañel, 25, Returns
Lives with parents and sister in
San Sebastian. Looking for a job
in education in September. Has
part time jobs (handball instructor,
hostel monitor, deliveryman…)
Loves playing sports.
Jonathan, 25, Returns
Product manager in the
automobile sector, passionate
about basketball and about to
become a professional basketball
player after four years in the US
where he studied engineering and
played basketball in the NCAA.
Anas, 24, Addict
Lives with his parents and sister in
the north of Frankfurt, studies
History and Politics to become a
teacher and works part time in an
insurance company. Passionate
about sports and fitness.
Brian, 22, Planned
Lives with his parents in Devon
and is a student in London during
term time. Is studying to become a
lawyer.
Jon, 21, Occasional
Lives with his parents in Mungai
(rural zone). Studied social
integration and works as a
lifeguard. Likes sports, surfing,
rugby, trekking, and going out
with his friends.
European Young E-shoppers Study 5
What are the customers’ motivations?
Behavioural profiles
European Young E-shoppers Study 6
Behavioural profiles What are the customers’ motivations?
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
European Young E-shoppers Study 7
Behavioural profile Germany
ACCEPTS RISK
REFUSES RISK
INSPIRATION TOOL
PIONEER EASY-GOING
LOOK OUT SECURITY
Autonomous shopping to find the best deal (result of
discount culture and in-store independence)
European Young E-shoppers Study 8
Behavioural profile Profile
ACCEPTS RISK
REFUSES RISK
INSPIRATION TOOL
PIONEER EASY-GOING
LOOK OUT SECURITY
Pragmatic and highly secured e-shopping strategies
European Young E-shoppers Study 9
Behavioural profile Spain
ACCEPTS RISK
REFUSES RISK
INSPIRATION TOOL
PIONEER EASY-GOING
LOOK OUT SECURITY
Shoppers strongly inspired by good deals but with secured
online shopping habits (impacts of current economic situation)
European Young E-shoppers Study 10
Behavioural profile UK
ACCEPTS RISK
REFUSES RISK
INSPIRATION TOOL
PIONEER EASY-GOING
LOOK OUT SECURITY
High prevalence of online shopping, confident shoppers
and early adapters of new consumer trends
European Young E-shoppers Study 11
Behavioural profile France
ACCEPTS RISK
REFUSES RISK
INSPIRATION TOOL
PIONEER EASY-GOING
LOOK OUT SECURITY
Pragmatic online behaviours to avoid dealing with heavy
bureaucratic procedures
European Young E-shoppers Study 12
What did the customer experience?
Customer journey
European Young E-shoppers Study 13
Customer journey An Emotional Rollercoaster
Getting
inspired
Searching /
Browsing
Logging
In 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
European Young E-shoppers Study 14
Getting
inspired
Searching /
Browsing
Logging
In 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 of
missed
deliveries
Looking
for simplification
No returns:
too difficult
too expensive
Logging
in can be
a major
obstacle
Returns
as a
strategy
Customer journey An Emotional Rollercoaster, per country
European Young E-shoppers Study 15
What did we learn?
Insights
European Young E-shoppers Study 16
A generation empowered by finding good deals
• Shoppers are armed with tools to look for the best price
• Shoppers are persuaded by a good deal
• The best price sometimes comes at a price: a need to make compromises
• There is a need for transparency to avoid pricing surprises
European Young E-shoppers Study 17
A "one-size-fits-all" browsing experience that limits the choice of
online shopping
• There is a need for tools to help wade through the choices available online
• There is a desire for customised experience
• A lack of choice where it matters (delivery options, payment methods)
European Young E-shoppers Study 18
An insecurity that requires tactics of reassurance
• Certain products require offline confirmation
• Advice and reviews are important elements of reassurance
• Payment modes: from risk to a line of defence
• Easy, free return options increase confidence
European Young E-shoppers Study 19
From strong investment to delayed satisfaction after the click
• Shoppers are invested in the process throughout the browsing steps
• They experience a let-down after the click, feeling of abandonment and lack of control
• They experience a desire for immediate gratification
• When in danger, proper customer service easily overcomes threats to satisfaction
European Young E-shoppers Study 20
Chasing deliveries threatens the convenience of online shopping
• A current lack of transparency and flexibility results in increased effort and missed
deliveries
• The locker system: a solution that fits easier into the customers’ lifestyle
• The ideal delivery experience is a product delivered to the shopper when and where they
want it
European Young E-shoppers Study 21
European Young E-shoppers Study ###