1、Global ConneCted CommerCe Is e-taIl therapy the new retaIl therapy? January 2016 2Global CoNNECTED CoMMERCE Contents IntroductIon and Methodology. .02 Part I: the evolvIng onlIne ecosysteM. 05 Is dIgItal a frIend or foe?. .06 ConneCted shoppers = smart shoppers.07 Part II: onlIne shoPPIng behavIor.0

2、9 onlIne shoppIng baskets are ChangIng.10 a global store at your door.15 CredIt, dIgItal or Cash on delIvery?.17 Part III: drIvers and barrIers for onlIne shoPPIng success.21 When It Comes to Consumables, ConvenIenCe Is most Important.22 produCt assortment and deals provIde an onlIne advantage.25 Co

3、nquerIng a Consumable Conundrum.27 defeatIng durable dIffICultIes.30 trust and InfrastruCture Challenges.32 strategIes for omnI-Channel suCCess.35 3Copyright 2016 The Nielsen Company CominG to a deviCe near you Shoppers today no longer simply go to the nearest store; they grab the nearest digital de

4、vice. The online retail ecosystem is fast evolving. Digital analytics firm eMarketer projects that online retail sales will more than double between 2015 and 2019 and account for more than 12% of global sales by 2019. Retail therapy is giving way to e-tail therapy. And its not just purchasing habits

5、 that are going digital: The whole retail experience is changing. Todays shoppers are incorporating digital touch points along the entire path to purchase, from reviewing products online at home to using smartphones as personal shopping assistants in the store. In fact, in some countries, such as Ch

6、ina, consumers are using mobile devices to purchase selected categories at high rates. Omni- channel shoppers seamlessly switch between on and offline channels with ease. around the world An omni-channel experience is the new retail reality. As digital devices enable consumers to shop wherever and w

7、henever they choose, the physical store shopping “trip” needs to be reimagined. Consumers arent simply “showrooming”browsing in store and then going online in search of the lowest-cost option. Theyre also “webrooming”researching online and buying in stores. Not all online research methods are levera

8、ged equally by consumers. Reliance on online ads, store emails and social media is lower than other activities, but they can still have a powerful latent effect on sales. Cross-border e-commerce is a growing phenomenon. More than half of respondents in the survey (57%) say they purchased from an e-t

9、ailer outside their countrys border in the past six months. Credit card (53%) and digital payment systems (43%) are the most commonly used payment methods, but cash on delivery is particularly common in developing markets. To overcome online barriers of physical inspection and doubts about quality a

10、nd accuracy, online strategies should emphasize differential advantages, such as convenience, assortment and value. 4Global CoNNECTED CoMMERCE about the survey Methodology The findings in this survey are based on an online survey in 24 countries and a face-to-face survey in two countries. While an o

11、nline survey methodology allows for tremendous scale and global reach, it provides a perspective only on the habits of existing Internet users who have conducted shopping activities online that may or may not result in a purchase, not total populations. In developing markets where online penetration

12、 is still growing, audiences may be younger and more affluent than the general population of that country. Face-to-face interviews were conducted in Saudi Arabia and the United Arab Emirates in order to better reflect the demographics of online shoppers in these countries. Given the differences in m

13、ethodologies used, results from these two countries are not included in the global average. Survey responses are based on claimed behavior rather than actual metered data unless where otherwise noted. Cultural differences in reporting sentiment are likely factors in the measurement of outlook across

14、 countries. The reported results do not attempt to control or correct for these differences. Therefore, caution should be exercised when comparing across countries and regions, particularly across regional boundaries. “Consumers interact with brands across both digital and physical channels, and inc

15、reasingly, they dont make a distinction between the two,” said Patrick Dodd, president, Nielsen global retailer vertical. “Omni-channel is the new reality, and retailers need to think differently. Traditional notions of trip, shopping experience and fulfillment and delivery have been redefined. Toda

16、ys winning brands use a combination of on and offline strategies to not only help consumers make more informed decisions, but to also add value throughout the entire shopping experiencewherever and whenever that happens to be.” As technology adoption and infrastructure improvements bring more consum

17、ers online and familiarity and comfort with digital platforms increase, the continued growth of connected commerce is inevitable. But today there is much uncertainty about the convergence between online and offline shopping behavior and how to drive margin and profitability in both. The Nielsen Glob

18、al Connected Commerce Survey polled respondents in 26 countries to determine what motivates and deters consumers to make a purchase online. We look at how consumers are using the Internet to make shopping decisions both in stores and online, and we examine what theyre buying, where theyre purchasing

19、 and how theyre paying for goods and services. Finally, we offer insights and recommendations about how to succeed in the connected commerce space. 5Copyright 2016 The Nielsen Company part I the evolvinG online eCosystem 6Global CoNNECTED CoMMERCE is diGital a friend or foe? Online sales are on the

20、rise, but fears about the impact on physical store traffic may be somewhat inflated. The truth is, online shopping is a two- way street. Consumers arent simply “showrooming”browsing in store and then going online in search of the lowest-cost option. Theyre also “webrooming”researching online and buy

21、ing in stores. This is particularly true for durable and higher-priced categories such as consumer electronics, mobile products and furniture/dcor, as the majority of consumers in the survey say they conducted research online prior to buying regardless of whether the purchase was in-store or online.

22、 Respondents are also conducting research online for consumable categories before purchase, but the percentages are notably lower than for durable products given the high-awareness nature of these products. “Its well known that the impact of online shopping goes well beyond direct sales,” said Dodd.

23、 “Digital is viewed less as a threat to brick-and- mortar retailers and more as an opportunity. Instead of thinking in terms of online and off, savvy retailers are taking an integrated approach to drive sales in both and providing an engaging experience for consumers regardless of whether they buy i

24、n-store or online.” Online research is a common practice across the globe, but there are some cultural differences. Respondents in Asian countries such as Thailand, the Philippines, India and China frequently research products online before buying in stores or use online reviews to help make grocery

25、 purchasing decisions. Online research and reviews are also used frequently in Spain and Nigeria. The importance of online research in all of these markets is likely driven by wide variation in product quality, the prevalence of social networks and the importance of keeping up with the latest trends

26、. 7Copyright 2016 The Nielsen Company ConneCted shoppers = smart shoppers Consumers are using digital options more and more to make informed shopping decisions, but not all online research methods are leveraged equally. While online activity rates vary by category, three activities score consistentl

27、y high no matter the category. They are what you likely expect: Looking up product information, checking/comparing prices and searching for deals/promotions/coupons. In the travel products or services category, for example, 63% of respondents who shopped or purchased the category in the past six mon

28、ths say they looked up product information, 52% checked or compared prices, and 46% searched for deals or coupons. For consumables, particularly edible products, percentages are notably lower than for durable goods, but the same online activities remain top strategies. For fresh groceries, 38% say t

29、hey looked up information, 39% checked/compared prices and 30% searched for deals. Perhaps more telling is what consumers are not doing online. Across all categories reviewed, the online shopping activities with the lowest mentions include those that marketers often rely upon heavily to reach consum

30、ersusage of online ads, store emails and social media. Only about one-tenth of respondents say theyve clicked an online ad or email ad to find out more in the last six months. Even fewer say they have subscribed to product or store emails or liked/tweeted/commented about a product or store on social

31、 media. In an increasingly complex retail environment, engagement is the emerging skill to master,” said Dodd. “Retailers must move from a linear marketing approach to a value exchange model in which customers receive a tangible, personally relevant benefit for their time and attention. This becomes

32、 even more critical as location-based services become more prevalent. Consumers will be quick to distinguish marketing messages that are simply trying to sell from tools that actually help their shopping efforts, such as advanced order placement or mobile price-matching features. Consequently, havin

33、g the right assets and insights is necessary to fuel context-aware engagement. 8Global CoNNECTED CoMMERCE InforMatIon gatherIng and deal seeKIng are PrIMary onlIne shoPPIng actIvItIes global* toP and bottoM onlIne shoPPIng actIvItIes for selected categorIes shoPPed or Purchased In the Past sIx Month

34、s looked up produCt InformatIon CheCked/Compared prICes searChed for deals/ promotIons/Coupons ClICked an emaIl advertIsement to fInd out more subsCrIbed to produCt/store emaIls lIked/tWeeted/Commented on a produCt or store on soCIal medIa *See page 36 for countries included in global average Source

35、: Nielsen Global Connected Commerce Survey, Q4 2015 63% 52% 46%4% 4% 60% 52% 34% 54% 44% 35%7% 7% 9% 7% 10% 8% 10% 5% 7% 38% 39% 30%8% travel produCts or servICes beauty & personal Care produCts Consumer eleCtronICs fresh groCerIes 9Copyright 2016 The Nielsen Company part II online shoppinG behavior

36、 10Global CoNNECTED CoMMERCE durables vs. Consumables: online shoppinG baskets are ChanGinG Online sales are growing, but when it comes to buying online, not all categories are created equal. More respondents say they have purchased durable goods than consumables online. Clothing is the top category

37、 purchased online in every region except North America (the U.S. and Canada). More than half of all respondents in the online study (55%) say theyve ever purchased fashion products online. Slightly fewer have purchased books/ music/stationery (50%) or travel products/services (49%) online. Travel pr

38、oducts are among the top five categories purchased online in every region and books are among the top five everywhere except the countries in the Middle East. In fact, books/music/stationery tops the list of categories purchased in the U.S., Australia, Japan and South Africa. durable CategorIesConsu

39、mable CategorIes books/musIC/statIonery Consumer eleCtronICs event tICkets fashIon-related produCts furnIture, dCor, tools InformatIon teChnology & mobIle travel produCts or servICes vIdeo game-related produCts beauty & personal Care produCts floWers/gIft sets fresh groCerIes medICIne or health Care

40、 produCts non-food household groCerIes paCkaged groCery food pet food and supplIes produCts for baby & young ChIldren restaurant delIverIes or meal delIvery WIne and alCoholIC beverages categorIes Included In the study 11Copyright 2016 The Nielsen Company Many consumable products, on the other hand,

41、 are much lower on the list of items respondents have ever purchased online. Only about one-in-10 online respondents say theyve bought fresh groceries (11%) or wine and alcoholic beverages (11%) online. Of course, there are exceptions to this general trend. Beauty and personal care is one such consu

42、mable category. More than one-third of online respondents in the survey (35%) say theyve purchased beauty or personal care products online, putting it ahead of video game-related products (30%) or furniture/dcor/tools (23%). Beauty and personal care may be particularly well-suited to online purchasi

43、ng as many cosmetic companies have been operating beyond physical store boundaries for decades. Additionally, these are very personal categories with higher consideration levels, and online channels offer a high degree of personalization. Regardless of whether the product is durable or consumable, t

44、here is significant variation in self-reported online purchasing levels around the world. Purchasing incidences are highest in the Asian and European countries in the study. South Korean respondents report the highest incidence of buying clothes online (77%) and Japan had the highest levels of purch

45、asing of books/music/stationery (79%). Germany follows closely behind in both categories (76% and 75%, respectively). South Korea also leads the way in self-reported purchasing for several consumable categories. More than half of South Korean respondents say theyve purchased non-food household groce

46、ries (52%) or packaged foods (51%) online. China is a close second, with more than four-in-10 respondents reporting theyve bought household groceries (45%) or packaged foods (47%) online. In addition, more than one-third of respondents in South Korea and the U.K. (37% each) say theyve purchased fresh groceries online. “In mature markets such as the U.K. and South Korea, retailers offer extensive online services,” said Dodd. “In China and other high-growth e-commerce markets, access, price and trust in imported products are fueling growth.” T