Logistics as key marketing element in e-commerce
I have a e-shop Logistics 1 Need to ship this 3 Someone buys 2
Why do people buy online?
Driver 1 : Long Tail
Driver 2 : Price
Long lines 44 Too much traffic 30 What, if anything, might prevent you from shopping in-store? Slow checkout Doesn t carry merchandise I want Lack of parking Items/sizes often out of stock Too far away Store hours inconvenient Online site does not indicate if the product is available in the store Limited number of store associates Gas prices Store associates knowledge / ability to assist 10 9 7 6 4 28 24 19 16 16 Driver 3 : Convenience
52 52 56 Order 24 hours a day Delivered at home Easier, don't have to leave home 47 Lower prices than in regular shops 42 Opportunity to buy products that are not available in the regular shop Reasons to buy online 37 36 34 32 Less time-consuming Greater choice Easy to compare products The speed of delivery 23 Ability to pick up goods at a convenient time and location Convenience 11 23 Ability to send products back More environmentally friendly way of buying Price 2 Other Long tail 1 Don t know Base: Question: ABCD: Total sample (n=1321) Q3.3 What are the most important benefits to you of online shopping compared to purchases in a regular shop? 95% significance level Convenience is the most important driver
The more they buy online the more they value Convenience Order 24 hours a day Delivered at home Easier, don't have to leave home Lower prices than in regular shops Opportunity to buy products that are not available in the regular shop Less time-consuming Greater choice Easy to compare products The speed of delivery Ability to pick up goods at a convenient time and location Ability to send products back More environmentally friendly way of buying Other Don't know LIGHT n= 271 (A) 24 21 18 9 1 1 38 34 31 27 29 47 44 50 MEDIUM n= 415 (B) 8 2 1 22 23 34 34 31 29 39 53 52 49 46 HEAVY n= 635 (C) 1 2 1 24 25 41 54 51 47 43 39 35 57 62 Base: Question: ABCD: Total sample (n=1321) Q3.3 What are the most important benefits to you of online shopping compared to purchases in a regular shop? 95% significance level
The importance of Convenience increases by age Base: Question: ABCD: Order 24 hours a day Delivered at home Easier, don't have to leave home Lower prices than in regular shops Opportunity to buy products that are not available in the regular shop Less time-consuming Greater choice Easy to compare products The speed of delivery Ability to pick up goods at a convenient time and location Ability to send products back More environmentally friendly way of buying Other Don't know 18-34 Y n= 394 (A) 9 1 2 22 22 29 37 39 38 46 46 46 52 57 35-44Y n= 283 (B) Total sample (n=1321) Q3.3 What are the most important benefits to you of online shopping compared to purchases in a regular shop? 95% significance level 2 1 21 31 28 11 38 37 36 46 43 51 53 58 45-54 Y n= 304 (C) 2 1 25 22 41 40 40 37 33 14 56 53 52 50 55-70 Y n= 340 (D) 18 1 0 32 30 26 26 10 37 35 45 53 50 61
What is Convenience?
Convenience means ORDERING where and when the consumer wants
Convenience means being delivered where and when the consumer wants
Where? Home Neighbour Work
Convenience does NOT always mean quick delivery. 79% 21%
When? 9-6 P M Day Evening Saturday Sunday Sameday
How many shoppers do NOT receive their parcel at first visit YES 83,7% Received parcel at first visit (n=3251) NO 16,3%? Q1.7. Q1.10.1. Q1.10.2. Target: Welke leveringsmethode was oorspronkelijk voorzien voor dit pakje? Welke van onderstaande situaties komt het best overeen met de uwe? Hoe hebt u het pakje uiteindelijk ontvangen? Received parcel < 7 days, excl. dnk
Even worse YES 83,7% NO 16,3% n = 2700 n = 551 You/somebody else was at home/office/other address when courier visited and you received parcel 75,1 Courier visited 2nd time 0,7 Courier deposited parcel in letter box 13,0 Pick-up at carrier s pick-up point 5,2 Courier left parcel with neighbour at your request 4,4 Did not receive parcel 49,9 Courier left parcel with neighbour own initiative 3,6 Other 44,2 Courier left parcel at specific spot at your request 1,6 Courier left parcel at specific spot own initiative Other 2,0 0,3 not all 84% were delivered as foreseen Q1.7. Q1.10.1. Q1.10.2. Target: Welke leveringsmethode was oorspronkelijk voorzien voor dit pakje? Welke van onderstaande situaties komt het best overeen met de uwe? Hoe hebt u het pakje uiteindelijk ontvangen? Received parcel < 7 days, excl. dnk
YES 83,7% NO 16,3% x7 Reviews, sharing,
Let the consumer choose
Home delivery DELIVERY METHODS EVER USED 87 DELIVERY METHODS PREFERRED 63 Pick up from a pickup point 49 19 What are the preferred delivery methods Pick up from a post office Pick up in the shops / web shop Delivered to another address specified 23 15 15 12 3 1 3 7 Delivery Pickup Delivery at work Pick up from a pack machine 7 Avg. # of delivery methods used 2,1 4 Base: Question: ABCD: Total sample (n=1321) Q3.4 In which ways have you had your online purchases delivered? Q3.5 If you could choose between all the following delivery options for shipping your online purchases, how would you prefer having your purchases delivered? 95% significance level
No extra effort to move DELIVERY n = 978 46 PICK-UP n = 343 0 Don't have to leave home 41 0 Receive the package personally 40 0 Reasons for preferring certain delivery methods Time-saving Faster Reliable Cheaper 20 20 6 36 17 10 28 15 Environmentally friendly 5 7 Don't have to be/stay home 10 66 Pick up when I want 1 66 Pick up 24/24 0 8 Pick up the package immediately / quickly 1 45 Other 1 1 Avg. # of reasons 2,3 Avg. # of reasons 2,6 Base: Total sample (n=1321) Question: Q3.6 Why do you prefer the following deliver methods for your online purchases? ABCD: 95% significance level
How? Pick up Methods Post Office Post Point Shop Parcel Locker
600+ Post Offices 600+ Post Points opening hours # Mon-Fri > 6 pm >400 Saturday am >1000 Saturday pm >500 Sunday 70
Provide a dense Pick up Network Most important factor is distance between the pick-up point and the home or on the way home-work Post Points Post Offices
Click & Collect Phygitalisation: Bring your e-consumers into your shop Allow for online & offline interworking Increase traffic in your Retail shop by delivering online orders to your shop
Parcel Lockers
Parcel Lockers Located in high traffic zones Railway / Metro stations, Supermarkets Petrol stations, Easy-to-access Easy-to-park Accessible 24/7/365 Available for delivery & drop
When are the Parcels picked up? Lunch time & end of business hours are main Pick up times
98,79% 99,79% 95,04% When are the Parcels picked up? 85,66% 91,73% D+1 D+2 D+3 D+4 D+5
and if Murphy passes by have a solution ready
Give your customers co- CONTROL
Delivery by Parcify appointment
Logistics Is increasing in importance as marketing element in e-commerce and the enabler for convenience
Do you convert 100% of your visitors?
Lost sales
Eliminate all the risks
How do you lower the risks Known or LOCAL Brand Offer all the shipping options Brand of Transportation partner (logo = quality label) Shipping Costs (free if possible) Offer various payment options Returns
Make it easier For you customer to return
How? make labels Make it easier For your customer to return Where? shops, home, lockers Free
Yes, already did Yes, planning to No Dnk yet Clothing / shoes / access / jewellery /... 15 6 77 2 n = 1166 Books 7 7 83 3 n = 469 Care products 8 9 82 2 n = 369 CD / DVD / Blu-Ray / Games 14 14 68 4 n = 318 PC / hardware / software / ink 10 13 75 2 n = 224 Returns by purchased item Small household appliances Electronic devices Telecom products Food Pharmaceutical products Toys Animal products / accessories 8 10 5 5 5 10 7 9 9 6 3 4 20 13 70 75 88 83 80 82 92 2 2 2 2 3 3 2 n = 112 n = 169 n = 211 n = 146 n = 166 n = 132 n = 112 Interior decoration 11 6 77 5 n = 115 DIY and garden products 2 7 89 2 n = 117 Sports products and apparel 15 4 80 1 n = 105 Personalised photo products 3 3 94 n = 103 Q1.2 Over welk(e) type(s) producten ging het? - Q1.15. Hebt u het/de bestelde product(en) uit het pakje teruggestuurd of bent u van plan dat te doen? Target: Received parcel < 7 days
Logistics is 2 ways
Keep the consumer posted
Confirmation of the order 1 11 88 Online buyers expect information about their purchase Expected delivery time When the product is available When the product is shipped 1 6 5 36 37 45 63 58 50 Desired information about order and delivery of online purchases Monitoring of the shipment 8 51 41 Unnecessary Nice to have Estimated time of delivery after the shipment has left 5 45 50 Must have Confirmation of the delivery 10 30 60 Base: Question: online? ABCD: Total sample (n=1321) Q3.8 Which information do you wish to receive about your order and the monitoring of your delivery when you buy a product Please indicate to which extent you find it important to receive each of the following types of information. 95% significance level
Integration
Try to create a Wow- effect?
People share more than ever
Example: Un-Boxing experience
Happy shopping ;-)