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  • THE OMNICHANNEL CONSUMER KEY FINDINGS FROM THE DELOITTE REPORT “THE OMNICHANNEL OPPORTUNITY” TO HELP RETAILERS UNLOCK THE POWER OF THE CONNECTED CONSUMER

  • The internet and mobile devices have revolutionised shopping. The way in which an increasing group of consumers now shop has prompted retailers to begin to seek alternative ways to reach their audience. This new system of retailing - connecting stores, ecommerce, mobile apps and social media - is referred to as omnichannel retailing. By integrating and aligning channels, omnichannel retailing provides a flexible and seamless shopping experience for consumers, regardless of whether the customer walks into a store, browses a website or orders via a mobile phone.

    Just who are these omnichannel consumers?

    eBay has worked with Deloitte to examine the impacts and opportunities of the omnichannel phenomenon across Europe. As part of the survey, Deloitte commissioned Ipsos Mori to survey 1000 adults in each of the UK and Germany on their behaviours and attitudes in relation to omnichannel retailing. This booklet contains a selection of key observations for the UK.

    INTRODUCTION

    This booklet is written and produced by eBay. Key results and retailer views are taken from the Deloitte report “The Omnichannel Opportunity” supplemented by eBay’s own perspective and other sources. The full report from Deloitte is available here.

    http://portal.ebay.co.uk/the-omnichannel-opportunity

  • UNDERSTANDING THE OMNICHANNEL CONSUMER

    Online only Offline only

    Omnichannel

    33%

    34% 51%31% of consumers visited a store prior to making a recent online purchase.

    of consumers used online channels before or during a recent purchase in-store.

    of consumers used additional online resources.

    Omnichannel is becoming a reality for retailers

    33% of consumers have recently made an omnichannel purchase

  • of us with regard to offline shopping

    That’s That’s

    of us with regard to online shopping

    of all consumers used multiple channels when making orders over £100.

    Frequent shoppers account for up to

    Up to

    of total retail spending. They’re more likely to use multiple channels too.

    to visit a retailer’s website, do an online search, or use price comparison and customer review sites before and during a visit to a store.

    Frequent shoppers are almost

    ONE IN FIVE

    TWO IN FIVE

    63%

    70%

    TWICE AS LIKELY Frequent shoppers are more likely to be omnichannel shoppers, and are defined as consumers who shop for non-grocery products at least once per week, online or offline. They’re not abandoning the high street – they regard the high street and online shopping as complementary, with half of them shopping offline at least once per week.

  • BEHAVIOURS AND ATTITUDES OF THE OMNICHANNEL CONSUMER

    Consumers are using multiple devices to support their shopping habits

    In addition to seeking information from more sources, consumers are using more devices in these ways:

    use the internet to find shopping related information

    adults in UK and Germany use computers to look for shopping related information

    of UK and German adults use tablets in relation to shopping

    use mobile phones to find shopping related information

    use all 3 of these devicesdo this using at least 2 devices (for example a computer and tablet or smartphone)

    86%

    82% 23%56%

    18%56%www...

  • High value purchases are more likely to be omnichannel purchases

    And the highest value purchases are likely to be completed using a mix of online and offline channels.

    A broad presence across multiple channels can help retailers ensure they effectively support higher spending customers at any stage of the shopping process. Easy access to information on quality and value, for instance, can help encourage consumers to spend more on items.

    Bought offline Bought online Bought offline, online research during purchase

    Bought offline, online research prior to purchase

    Bought online, additional online research

    Bought online, in-store research

    £115 £90 £123£94£81£70

    of those who hadn’t purchased via their smartphone had still used it as part of their shopping journey.

    of tablet owners have used their tablet for shopping.

    OVER 50%

    OVER 80%

    A majority of consumers now use either smartphones or tablets for shopping.

    A majority of consumers also use multiple devices for shopping.

    Average spend by channel of purchase:

  • are influenced by customer reviews, and slightly higher by price comparison sites

    reported that they were influenced in their shopping by apps

    reported that they were influenced by social media and blogs

    said that visiting the retail store had a big influence on their shopping

    69%

    2/3

    43% 1/2

    Omnichannel consumers are being influenced in their shopping

    These findings are based on asking consumers about the information sources used prior to purchase. For each source Deloitte asked the consumer whether the information available influenced their decision to complete the purchase.

  • There is significant variation across product categories in the share of omnichannel purchases with electronics and home products the most likely to be bought using multiple channels.

    Consumers use multiple channels when purchasing electronics. And they’re more likely to use multiple channels before buying home and garden products, and sports and leisure products – but least likely on clothing items, which suggests they are a more spontaneous purchase.

    % of online purchases that involve research using other channels

    % of in-store purchases that involve online research

    % of online purchases that are preceded by a visit to one or more stores

    48% 56% 45% Electronics Electronics Electronics

    40%

    24%

    34%

    23%

    31%

    17%

    Home

    Clothing

    Sports and leisure

    Books/ DVDs, etc

    All

    Groceries

    43%

    37%

    26%

    21%

    34%

    25%

    24% 32%

    37%

    18%

    24%

    Home

    Home

    Groceries

    Groceries

    All

    Clothing

    Clothing

    Sports and leisure

    Sports and leisure

    Books/ DVDs, etc

    Books/ DVDs, etc

  • TODAY’S CONSUMERS ARE USING CONVENTIONAL AND EMERGING CHANNELS

    3/4 2/3 1/2 of consumers said they were influenced in their shopping by friends and family.

    said they were influenced by visiting the store. 62% are influenced by visiting other stores.

    reported that they were influenced by social media and blogs.

    Nearly Over

    Consumers use new channels but still value stores and positive word-of-mouth

    These findings are based on asking consumers about the information sources used prior to purchase. For each source Deloitte asked the consumer whether the information available influenced their decision to complete the purchase.

  • MOBILE IS PROPELLING OMNICHANNEL

    Across the population, laptops are still the device most often used for shopping but mobile is gaining ground, and younger consumers are far more likely to use smartphones for shopping.

    Tablet ownership rates remain lower, at about one fifth of adults, but tablets are becoming a popular channel for shopping related activities across age groups.

    Consumers are making use of mobile-specific technologies. This includes newer features such as barcode scanning, location recognition and contactless payment.

    Retailers could obtain a strategic advantage by being quick to adapt their stores and online resources to make the most of these tech features.

  • 35%

    34%

    23%

    23%

    Take a picture of a product to retrieve information on the product =

    Scan barcodes in order to access additional information =

    Find nearby stores =

    Recognise their location and provide information on local offers =

    Percentage of smartphone owners who have used their phone to...

  • HOW CAN RETAILERS SUPPORT THE OMNICHANNEL CONSUMER

    A majority of consumers use

    Through the 3 eBay Inc companies

    we can help support a seamless shopper experience, placing the retailer at any stage of the shopper journey, whatever the channel.

    EBAY, PAYPAL & EBAY ENTERPRISE

    have been downloaded more than 220 million times in 190 countries and in 8 languages. At any time, shoppers can browse over 550 million listed items on eBay by mobile. We also know that 40% of all purchases on eBay are ‘touched’ by mobile.*

    WHAT WE’VE FOUND WHAT RETAILERS SHOULD CONSIDER HOW EBAY CAN HELP

    for shopping

    are more likely to be used for research than purchase

    MULTIPLE DEVICES

    TABLETS AND SMARTPHONES

    OMNICHANNEL STRATEGY

    APPS & MOBILE OR TABLET OPTIMISED WEBSITES

    EBAY APPS

    INTEGRATED CHANNELS MULTIPLE

    An integrated

    Retailers can use

    The use of

    can help ensure that these consumers seamlessly experience the full range of a retailer’s resources through any device.

    to appeal to omnichannel consumers as they gather information.