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UK Online Shopper Decision Journey - Verdict Channel Report

UK Online Shopper Decision Journey - Verdict Channel Report


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Executive Summary

Online customer decision journeys increasingly vary, with young shoppers, click & collect users and those who shop via a mobile phone all doing so in different ways. Understanding shopper behaviour is vital for success, with the importance of omnichannel development becoming evident as the value of showrooming hits GBP14.9bn in 2014.

Key Findings

Understand how big the showrooming effect is in the UK

Find out how young shopper behaviour differs from the average online shoppers

Find out how mobile phone shopper behaviour differs from home online shoppers

Understand the importance of the pre-purchase phase versus the post-purchase buying phase

Synopsis

Showrooming is set to account for GBP14.1bn of expenditure in 2014. While the process of showrooming is having a major impact, it has been viewed as having a significantly negative effect on multichannel retailers. However, this is not always the case, with 67.0% of all showrooming spend going to a retailer that was visited physically.

The decision to make a purchase happens very quickly for the majority of online shoppers, making it particularly important to display and provide information on products effectively. For their last online purchase, 55.8% of shoppers bought after browsing for under 30 minutes, and 77.9% made the purchase after less than an hour of browsing.

Despite smartphone and tablet penetration being widespread, shoppers are still reluctant to make the final purchase decision outside of the home or workplace. Shoppers who used click & collect for their last purchase were marginally more likely to purchase away from the home or office than the average online shopper.

Reasons To Buy

How much is spent by shoppers that showroom physical stores?

What is important to click & collect shoppers?

How many sores shoppers visit online and offline before making their purchase?

1 Overview

2 Key Findings

2.1 Showrooming worth GBP14.1bn

2.2 The grocers are not ranked highly for online satisfaction

2.3 Purchase decisions happening fast

2.4 Young shoppers not convinced by 'social shopping'

2.5 Shoppers still avoid purchasing on-the-go

3 Outlook and Trends

3.1 The showrooming paradigm

3.1.1 Showrooming worth GBP14.1bn

3.1.2 Retailers need to target shoppers at every interaction stage

3.2 Pre-purchase experience is key

3.2.1 Six of the 10 most used retailers outperform the online market average for satisfaction

3.2.2 Pre-purchase experience drives loyalty amongst shoppers

3.2.3 The usability of the website is the key driver of return visits

4 Online Shoppers

4.1 Pre-purchase

4.1.1 Drivers of purchasing

4.1.2 Younger shoppers more susceptible to making impulse purchases

4.1.3 Social media in its infancy

4.2 Post-purchase

4.2.1 Shopping on-the-go remains limited

4.2.2 Customer service and fulfilment must remain a priority

4.2.3 Retailers must encourage internal showrooming

5 Young Shopper Decision Journey

5.1 Pre-purchase

5.2 Post-purchase

5.2.1 Young shoppers more comfortable with purchasing away from home

5.2.2 15-25 year olds internal showroom more than average

6 Click & Collect Decision Journey

6.1 Pre-purchase

6.1.1 Convenience drives click & collect use

6.2 Post-purchase

6.2.1 Click & collect renews reliance on stores

6.2.2 Click & collect cannibalisation from online and offline

7 Mobile Versus Home Shopper

7.1 Pre-purchase

7.1.1 Home devices easier to use, but less enjoyable

7.1.2 Mobile phones and using social media go hand in hand

7.2 Post-purchase

7.2.1 To encourage impulse purchasing, retailers must target mobile phone shoppers

7.2.2 Mobile phones help encourage internal showrooming

8 Methodology

8.1 Retail sales forecasting

8.2 Definitions

8.2.1 Click & collect

8.2.2 Reserve & collect

8.2.3 Pick-up/drop-off

8.3 Abbreviations

9 Appendix

9.1 About Verdict Retail

9.2 Disclaimer

Figure 1: The value of showrooming (GBPbn), 2014

Figure 2: Proportion of shoppers that researched/browsed in the physical store of the retailer they last purchased online from (%), 2014

Figure 3: Number of other physical stores and online retailers that all online shoppers researched at for their last purchase (%), 2013

Figure 4: Showrooming decision journey from perspective of first visited store, 2014

Figure 5: Shopper satisfaction with the top 10 most frequently used online retailers pre- and post-purchase (%), 2013

Figure 6: Amazon, like the other pureplays, provides a platform allowing individuals to sell online, 2014

Figure 7: John Lewis makes use of Collect+ to make online shopping more convenient, 2014

Figure 8: Improving product visuals will make it easier for customers to make a purchasing decision via the website, 2014

Figure 9 : Argos's new store format, 2014

Figure 10 : The percentage of customers who identify an easy to use website as the key driver of return visits to that retailer (%), 2013

Figure 11: The percentage of shoppers who will purchase online again who identify the pre- and post-purchase experience as a driver of return visits (%), 2013

Figure 12: Argos has installed eBay collection points in some of its stores, 2013

Figure 13: Breakdown of the individual drivers of return shopping visits online (%), 2013

Figure 14: Clothing pureplay ASOS scored highly for post-purchase service, 2013

Figure 15: How consumers view Internet versus physical shopping for different aspects (%), 2013

Figure 16: How long shoppers spent researching before making their last purchase (%), 2013

Figure 17: Penetration of impulse buyers by age group (%), 2013

Figure 18: How shoppers use social media in their decision journey (%), 2013

Figure 19: From what location online shoppers made their last purchase (%), 2013

Figure 20: Penetration of on-the-go mobile shopping by age group (%), 2013

Figure 21: From what room in the house online shoppers made their last purchase (%), 2013

Figure 22: Penetration of age group by room of last online purchase (%), 2013

Figure 23: Why shoppers would not purchase from the retailer they last used again (%), 2013

Figure 24: Customers who carried out research in the physical store of the retailer they purchased from, by age group (%), 2013

Figure 25: How 15-24 year old consumers view Internet versus physical shopping (%), 2013

Figure 26: How long 15-24 year old shoppers spent researching before making their last purchase (%), 2013

Figure 27: How 15-24 year old shoppers use social media in their decision journey (%), 2013

Figure 28: Percentage point variance between how 15-24 year old shoppers use Facebook in their decision journey versus all online shoppers (%), 2013

Figure 29: Proportion of 15-24 year old and all online shoppers that researched at one or more online retailers for their last purchase (%), 2013

Figure 30: Number of physical stores and online retailers 15-24 year old online shoppers researched at for their last online purchase (%), 2013

Figure 31: From what location 15-24 year old online shoppers made their last purchase (%), 2013

Figure 32: Variance of what location 15-24 year old online shoppers made their last purchase versus all online shoppers (percentage points), 2013

Figure 33: Why 15-24 year old shoppers and all online shoppers made their last purchase on the Internet (%), 2013

Figure 34: Proportion of 15-24 year old and all online shoppers that researched in the physical store of the retailer they made their last purchase from (%), 2013

Figure 35: Click & collect users' demographic profile (%), 2013

Figure 36: Top five reasons why shoppers chose to shop online for their last purchase, for click & collect users and all online shoppers (%), 2013

Figure 37: How long shoppers spent researching before making their last purchase, for click & collect users and all online shoppers (%), 2013

Figure 38: How click & collect shoppers use Facebook in their decision journey (%), 2013

Figure 39: How click & collect shoppers use Twitter in their decision journey (%), 2013

Figure 40: Device used for making last click & collect purchase (%), 2013

Figure 41: From what location online click & collect shoppers made their last purchase (%), 2013

Figure 42: How long the journey was to collect the last click & collect purchase (%), 2013

Figure 43: What shoppers would have done if their selected retailer had not offered a click & collect service (%), 2013

Figure 44: Demographic profile variance between desktop/laptop shoppers and mobile phone shoppers (percentage point), 2013

Figure 45: Proportion of desktop/laptop and mobile phone shoppers that find online shopping better than physical shopping (%), 2013

Figure 46: How desktop/laptop and mobile phone shoppers use Facebook in their decision journey (%), 2013

Figure 47: For the last product purchased via desktop/laptop and mobile phone, the proportion that were impulse purchases (%), 2013

Figure 48: For the last product purchased via desktop/laptop and mobile phone, the proportion that made the purchase in the home and away from home (%), 2013

Figure 49: For the last product purchased via desktop/laptop and mobile phone, the proportion that researched/browsed in the physical store of the retailer they purchased from (%), 2013

Figure 50: Verdict's forecasting methodology

Table 1: The percentage of customers who will purchase online again identifying the most important factors behind this (%), by retailer, 2013

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