IO1 A2: QUESTIONNAIRE REPORT (DANMAR, PL)

Transcription

1 IO1 A2: QUESTIONNAIRE REPORT (, PL) [This publication reflects the views only of the author, and the Commission cannot be held responsible for any use which may be made of the information contained herein.]

2 2 Revision History Version Date Author Description Action Pages 1. 22/4/218 DANAMR Creation of the document C 33 (*) Action: C = Creation, I = Insert, U = Update, R = Replace, D = Delete Referenced Documents ID Reference Title 1 BOOST4Shoes Proposal 2 Evaluation Comments 3 O1/A1 Rationalisation Phase v1.1 Applicable Documents ID Reference Title 1 CRE.THI.DEV Quality Management Procedures

3 3 1. Contents 2. Introduction Description of the Project Questionnaire Objectives Summary of Questionnaire Results Initial Information Skills and Knowledge Payment Tools Data Analysis Communications and Media Graphic Design Marketing Tools English language Training on e-commerce Conclusions... 34

4 4 2. Introduction Danmar Computers is a private company providing vocational training in the field of Information Technology and a wide variety of ICT solutions. Besides training it offers training programs and course material development and counselling. Danmar Computers has expertise in creation of customized web pages, mobile applications, e-learning systems and web campaigns. The company s technical staff has the capability to develop any web or mobile application with the use of web servers, application servers and database technologies, including social and cloud services, both from the client s and server s sides. Within the framework of the projects and as a response to the needs of specialized groups, our staff works on methodologies, conducts research, elaborates reports, designs curricula and training materials. Since the dominant field of activity for Danmar Computers is the IT sector, the company most frequently creates various IT tools that support project activities (on-line questionnaires, interactive trainings, mobile applications or Internet based dissemination campaigns). Based on its experience in digital tools and its strategy to become more active in corporate training DANAMR aims to develop in the context of the project a personalized training tool for SMEs which will deliver targeted action based training. The present outputs is part of the inception phase, during which the specifications of the tool and the training content to be developed will be elaborated in order to be developed in subsequent steps of the project. 2.1 Description of the Project Boost4Shoes aims to use the Internet as a sales channel to increase revenues from cross-border sales both within the EU and outside. This includes changing sales and marketing strategies by delivering training to footwear SMEs on how to penetrate foreign markets by upgrading their online presence in order to increase cross-border sales revenues from the Internet as a sales channel. Boost4Shoes target group includes Footwear SMEs. More specifically: Footwear sector professionals dealing with management and sales VET providers SME Chambers shoe industry representation bodies IT companies e-commerce/digital marketing trainers/coaches

5 young individuals who can benefit from additional skills which can help them obtain work and mobility Business Innovation Centres business incubation clusters entrepreneurship associations public officials responsible for entrepreneurship/growth/vet 2.2 Questionnaire Objectives The objective is to identify the practices carried out by the e-commerce retailers of the footwear industry in the countries of the partnership (Poland, Greece, UK, Germany, Portugal, Romania) with focus also in cross-border online sales. The conclusions to be drawn from the national phase will be compared to the best practices carried out by the e-commerce retailers in these sectors in the countries previously identified as leaders [Italy, Netherlands, Ireland, Austria and Lithuania] with focus also in cross-border online sales in the European Union. The comparative analysis of the Transnational Phase with the National Phase will reveal the gap between the desired situation ("TO-BE") and the present situation ("AS-IS), which will further drive the inception of the perceived needs that will be presented to targeted beneficiaries for validation in the context of O1/A2.

6 6 3. Summary of Questionnaire Results 3.1 Initial Information There were 3 participants in the survey for Poland. Almost half of the participants (47%) were between 36- years old, 4% 2-3 years old, 1% 1-6 and 3% between 1-6 years old therefore representing a range of different age opinions and experiences with the field, with the majority (87%) operating in the shoes retail (B2C), 6% in the supplier (B2B) manufacturing sector, and only 3% manufacturing and. The majority of the participants (7%) claimed that they already use a channel for online sales. 84% of them declared that they use an external either cloud-based, open source or a custom development solution, while only 16% use their own solution (market place or SaaS). The vast majority of the participants (%) operate a fully automated system down to an online order and only a minor percentage of 6% use either an adhoc purchase via (3%) or through telephone enquiry (3%). Q: Does your company have a channel for online sales? Does your company have a channel for online sales? 43% Yes No 7%

7 7 Qa: If "YES", what kind of channel? Kind of channel for online sales 17% Own solution (marketplace/saas) 3% 3% External solution (Cloud Solutions/Open Source/ Custom development)

8 8 Qb: What level of e-commerce do you operate? 44% Level of e-commerce A fully automated system down to an on line order An ad-hoc purchase via request % Telephone enquiry 3% 3% 7% asserted that have expanded their online sales across borders whereas 23% being active only in the national market. The countries mostly traded in the past 3 years by the participants is the national market in Poland that comes first (8), with Germany and outside Europe markets (UK) being the second targeted markets on their operation (7).

9 9 Q6: Does your organization sell online across borders? Does your organization sell online across borders? 23% 7% Yes No 7% No answer Q7: Which of the following EU countries have you traded online with in the past 3 years? 3 2 1

10 1 None of the participants provided specific numbers for their sales performance in terms of shoes pairs sold per year. Domestic sales percentage accounts for 1-7% and 7% of the domestic total sales whereas export sales percentages in the majority account for 2% of the total sales. 9 out of 3 respondents claimed that both domestic and export sales correspond to a worth noticing percentage of the total sales, with this being distributed evenly between 1%, 31-% and 7%, with domestic sales being proved slightly higher along the 1%-7% percentages. Q1: What percentage of your total sales do you consider domestic sales and what export sales? 3 Domestic vs. export total sale percentage 2 2 a. Domestic Sales 1 1 b. Export Sales <1% 11-3% 31-% 1-7% >7%

11 11 Q11: What percentage of your sales corresponds to online sales? 3 Domestic vs. export online sales percentage a. Domestic Sales 1 1 b. Export Sales <1% 11-3% 31-% 1-7% >7%

12 Skills and Knowledge Among the most important features for online selling are considered the safe payment costs (17), flexible returns (), study of the competitors offers (17), delivery methods and tools (12) as well as product visualization options (8). The huge majority of the participants noted that the most important communication instrument for cross-border purchases is the (21), followed by the traditional normal telephone number (14) and the contact form (9). The rest of the communication means were considered of much less importance. Most of the skills related to e-commerce sales management included in the survey noted as very or fairly important by the participants with Communications and media (1), Web development(12) and Sales managements (1) topping the chart. Surprisingly, of medium importance were emerged the Payment tools by 1/3 of the participants. Q12: Which of the following features do you consider important for selling products/services online?

13 13 Q13: When communicating with a cross-border purchaser, which means of communication do you consider important? Important Communication Means Q14: Sort in order of importance from -, the following skills you consider to be important on an ecommerce sales manager tool. E-commerce skills sales

14 14 The majority of the participants identified as very important components of the e-commerce website. Professional design(18), communication through Social media (1), Clear and quick navigation (17),Legal information (9 ), and online reward schemes to ensure Customer loyalty 8). Of medium importance identified elements dealing with offering Various payment options to customers,customer reviews and Sales alerts. Less important were considered Newsletter and Discussion forums. The topping chart concern about online sales of the UK-based companies is the lack of expertise of different legal systems (19), followed by the worry about exchange rates (12), language problems (1). Almost half of the participants concerns include International regulation (12). None of participants concerned about Unknown payment services (),Uncertainty whether there is a demand (), IT Skills (1) and Hassle of building one s brand name (). The majority of the participants concerned about their ICT skills assessed as very important new knowledge about Mobile technologies, Online security and Social media Skills. It seems, however, that there are different needs about ICT empowering across UK-businesses ranging from ICT basic core skills, and further enhanced ICT skills to Internet consumer intelligence.

15 1 Q1: What elements of the website do you consider important? 3 Important website elements Professional Trust Seals Consumer design (indicates loyalty Sales that reward alerts Newsletter Discussion Social Clear media forum and Customer quick presence Variety navigation reviews of Payment of Easy Legal (e.g. purchased to information find methods delivery Other and return transactions are schemes performed one click (debit, sales) products credit cards or wire policy securely) transfers)

16 Different legal systems / lack of expertise Language problems Credit card payment costs for service Worried about exchange rates when selling in Worried about falling victim to scams or frauds Lack of trust in Internet shopping (e.g. insecure IT Skills Unknown payment services Distribution issues International regulation Inexperience with other cultures Uncertainty whether there is a demand Hassle of building one s brand name Concern about privacy Other 16 Q16: What concerns do you have when it comes to cross border sales? Major concerns in cross border sales

17 17 Q17: As you have indicated ICT skills as a potential concern, please indicate what you consider your weaknesses are or what would benefit you? Major IT weaknesses Mobile technologies 4 3 Online / Computer Security Social Networking Internet consumer intelligence 2 Basic/core skills 1 Skills enhancement would enable you to expand into ecommerce

18 Payment Tools Q18: Do you consider that online payment systems have the appropriate security? Online payment systems' security 6% Yes 27% No 67% Q19: What kind of payment do you offer? Kind of payment offered by businesses 7% 17% Offline 33% Online Both 43%

19 Data Analysis The majority of participants (86%) considered themselves with no sufficient or necessary knowledge for data analysis, including data mining and big data, while the vast majority (92%) use neither a data analysis software nor any database with information of clients and products. Google analytics seems to be the most common information used for data analysis by participants (28%) that already use data analysis for their online business. Q21: Do you consider yourself with the necessary knowledge for data analysis (data mining and/or big data)? Necessary knowledge for data analysis 2% 1% Yes No 7% Q22: Do you use any specific data analysis software? Use of data analysis software 3 7% Yes No 83% No answer

20 2 Q23: Do you use a database to keep the information of your clients and products? Use of database for products and clients 16% Yes No 84%

21 21 3. Communications and Media A minority of users claimed that they feel very confident with both basic presentation on their web system using searches, filters, sorting orders and promotion and Promotional strategies, while less participants noted that they have a very good knowledge about data requirements and basic presentation skills. Q24: Indicate how confident you are when you get your services/products to the web through the following: Rate confidence with certain web acitivities during e-commerce Integration with offline promotional activity 4 Promotional strategies Data requirements (product information management, imagery, attributes, metadata) 1 1 Basic presentation (searches, filters, sort orders, promotions)

22 22 Q2. Has your organization a person in charge of communications and Social Media (Community Manager)? Communications & Social Media Manager YES NO 2 Polish respondents claimed that they are familiar with: Pay Per Click (PPC) 1/3 Search Engine Optimisation (SEO) 1/3 Search engine placement 8/3 Web usability 4/3 Site building tools 2/3 Open-source merchant server software 1/3 Personalised Recommendation systems 1/3 Participants are not familiar at all with concepts related to Data Mapping, Personalization, User modeling. In regards to social media, the huge majority them claimed use Facebook. ¼ of participants already use Twitter and Instagram and very few use also Pinterest or Blog; however almost all participants don t make any use of other social media, blogging and micro blogging tools (such as Flickr and Thumblr). Tasks most commonly carried out through social media aiming at the publicity of products, promoting the company and general information of the company. At the same time majority (9%) declared that they are not familiar with personalization tools such as cookies and 6% that they currently use metrics or performance indicators to measure sales performance.

23 Search Engine Search engine placement Pay Per Click (PPC) Hosted e-commerce sites Site building tools E-commerce templates Open-source merchant Personalization Web usability Conversion rate Search engine ads Local e-commerce User Modelling Data Mapping Personalised 23 Q26. Which of the following e-commerce concepts are you familiar with? Familiarisation with e-commerce concepts Q27: Mark the social media tools that your organization uses. 3 Social media tools used Q28: Which of the following tasks do you carry out through social media?

24 24 7 Tasks through social media Q29: Do you know how to make your online offerings interact with SEO and/or PPC? Do you know how to make your online offerings interact with SEO and/or PPC? 13% 1% Yes No 77%

25 2 Q3: Are you familiar with the use of Cookies for personalisation? Familiarisation with cookies for personalisation 3% 7% 4% Yes No Q31: Are you currently using any metrics or performance indicators to measure your sales performance? Use of indicators for sales performance measurement 1% 37% Yes No 3%

26 26 Only a minority of users claimed that they feel very confident with Key principles which encourage visitors to buy and Key usability & persuasion principles for search, navigation & browsing, and fairly confident with principles on how shopping bag design can be improved to increase click through to checkout. Most of the answers as you can read from the graph are in the middle of the scale. Even more participants considered themselves very unconfident with Key principles which encourage visitors to buy. The barriers in expanding e-commerce provision of PL-based companies topping the chart are the Financial restrictions (17), Global or European market uncertainty (7),) and Lack of skills/knowledge (9). Half of the participants claimed that language can be sometimes (39%) or definitely (11%) a barrier to cross-border e-commerce. Q32: Please indicate how confident you are with your understanding of the following: Rate level of understanding of communication principles applying on e-commerce systems How shopping bag design can be improved to increase clickthrough to checkout Essential usability & persuasion techniques for delivering an intuitive checkout process Key usability & persuasion principles fro product page design Key usability & persuasion principles for search, navigation & browsing Key principles which encourage visitors to buy 1 1 2

27 27 Q33: Do you have policies on sales or returns? Policies on sales or returns 1% Yes No 9% Q34: What are the barriers to you in expanding your e-commerce provision? Barriers in expanding e-commerce provision

28 28 Q3: Is language a barrier to cross-border e-commerce? LANGUAGE BARRIER TO CROSS BORDER E-COMMERCE 63% 34% 3% Yes No Sometimes

29 Graphic Design The majority claimed that they use specific software tools for graphics and photo imaging, and only 1/3 for video creation and editing. New tools, such as AR and VR, that boost products promotion and purchase via advancing customers experience and thus customers loyalty, are not used at all by the PLbased participants. Q36: Do you use specific software tools for the following tasks when implementing changes to your online store, website or social media? Software tools for implamenting changes to online store, website, social media

30 3 3.7 Marketing Tools The majority (83%) has never participated in any training course on marketing for online sales and a also majority (8%) don t make use of any sales or marketing software to increase website or online shop traffic. Only 27% have already a trademark identifying their products. Q37: Have you ever participated in a training course on marketing strategies for online sales? Training courses on marketing for online sales 1% 7% Yes No 83% Q38: Do you use a sales and marketing software, such as AdWords, to increase the rate of visits to your website? Use of software for website visits increase 1% 1% Yes No 8%

31 31 Q39. Do you have a trademark? Do you have a trademark? 6% 27% Yes No 67%

32 English language A half of the PL-based companies online stores are available only in Polish language. 1/3 are available also in English. Q4: In which languages is your online store available? 14 Language used in online stores English French German Arabic Other(s)

33 Training on e-commerce Q41. Considering all your responses what information/assistance would best suit your business to be more e-commerce active DOMESTICALLY? Assistance needed for domestic e-commerce Greater Information Market on intelligence how Retail to succeed / vendor Economic by confidence using e-commerce assistance Other Q42. Considering all your responses what information/assistance would best suit your business to be more e-commerce active CROSS BORDER (EXPORT)? Greater Information on how to succeed by using e- commerce Assistance needed for cross border export Market intelligence Retail / vendor confidence Economic assistance Other

34 34 4. Conclusions The PL-based participants in the survey represent a range of different age opinions and experiences with the field, with the majority being operated in the shoes retail then supplier and the manufacturing sector. There were 3 participants in the survey for Poland. Almost half of the participants (47%) were between 36- years old, 4% 2-3 years old, 1% 1-6 and 3% between 1-6 years old therefore representing a range of different age opinions and experiences with the field, with the majority (87%) operating in the shoes retail (B2C), 6% in the supplier (B2B) manufacturing sector, and only 3% manufacturing and. The countries mostly traded in the past 3 years by the participants is the national market in Poland that comes first with Germany and outside Europe markets (UK) being the second targeted markets on their operation. The huge majority of the participants considered , traditional normal telephone number and contact form as the most important communication instruments for their cross-border purchases, thus indicating that either they ignore or neglect more advanced technologies for communication such as payment tools, English language and Customer and personal services were identified by them as the most important skills related to e-commerce sales management. In addition, they identified as very important components of the e-commerce website those that ensure security of transactions, communication through Social media. Their topping chart concerns about online sales include lack of expertise of different legal systems, exchange rates, language problems and online frauds. The majority of the participants concerned about their ICT skills and assessed as very important new knowledge about Mobile technologies, Online security and Social media Skills. They were identified with no sufficient or necessary knowledge for data analysis, including data mining and big data, while the vast majority uses neither a data analysis software nor any database with information of clients and products. The barriers in expanding e-commerce provision of UK-based companies topping the chart are the Global or European market uncertainty, Financial restrictions and Lack of skills/knowledge. The majority of the participants admit that language can be a barrier to cross-border e-commerce, the majority of them have not been employed any language localization component to their cross- border e- commerce system. The majority has never participated in any training course on marketing for online sales and a majority don t make use of any sales or marketing software to increase website or online shop traffic.