E-Fashion Summit gfk
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Transcript of E-Fashion Summit gfk
Customer Journey Fashion
Laurent de Groof
Managing consultant Media at GfK
Bankruptcy in the fahion market: jun ‘11-okt ‘13: a difficult period.
Bron: ConsumerJury
Online fashion is growing rapidly, clothing, shoes and accessory!
MAT aug08 MAT aug09 MAT aug10 MAT aug11 MAT aug12 MAT aug13
9.2 9.1 9.2 9.2
8.58.1
3.0 2.9 2.9 3.1 3.0 2.8
0.5 0.5 0.6 0.7 0.8 0.9
0.1 0.1 0.2 0.2 0.3 0.4
Fashion kleding Totaal
Fashion schoenen & accessoires To-taal
Fashion kleding Online
Fashion schoenen & accessoires On-line
-13%
+83%
-7%
+243%
Development in fashion clothing and shoes & accessoires: online/offline (* Billion €)
billi
ons
Development of the fashion market shows strong correlation with the consumer confidence index
Jan 2007
Apr 2007
Jul 2007
Okt 2007
Jan 2008
Apr 2008
Aug 2008
Feb 2009
Aug 2009
Feb 2010
Aug 2010
Feb 2011
Aug 2011
Feb 2012
Aug 2012
Feb 2013
Aug 2013
Nov 2013
Feb 2014
Mei 2014
Aug 2014
Nov 2014
-50
-40
-30
-20
-10
0
10
20
30
70
75
80
85
90
95
100
105
110
115
Consumer Confidence
Index Fashionmarkt in bestedingen
Bron: CBS en GfK Consumer Jury
Consumer Key Indicators Jan 2000 – Aug 2013en index Fashionmarkt t.o.v. jan07-Jun07
95Spendings
Bovenmode dames 12+
92 97
Bovenmode kind en
babymode
96
Body-fashion 2+
101
Reis- en lederwaren
97
Schoenen 2+
And in online?
The biggest loss for men’s fashion
Bron: GfK Consumer Jury
Bovenmode heren 12+
Ontwikkeling per markt – totaalIndex t.o.v. MAT augustus 2012
101
Jeans
118Spendingsonline
Bovenmode dames 12+
111 126
Bovenmode kind en
babymode
116
Body-fashion 2+
159
Reis- en lederwaren
125
Schoenen 2+
Growth in online spendings for segments in the market.
Bron: GfK Consumer Jury
Bovenmode heren 12+
Ontwikkeling per markt – totaalIndex t.o.v. MAT augustus 2012
127
Jeans*
Top 5 retailers: clothing
MAT aug 2013MAT aug 2008
Top 5: 21,9%Top 5: 19,1%
Bron: GfK Consumer Jury
Totaal
MAT aug 2013MAT aug 2008
Top 5: 40,3%Top 5: 59,4%
Online
Number of clients trippled, but also loyalty at Zalando increased in the last three years
10%
Loyaliteit ZalandoMAT aug 2012
Bron: GfK Consumer Jury
8%
Loyaliteit ZalandoMAT aug 2011
11%
Loyaliteit ZalandoMAT aug 2013
€ 179,- € 177,- € 173,-
€ 942,- € 974,- € 1024,-
Aantal Zalando kopers:209.000
Aantal Zalando kopers:413.000
Aantal Zalando kopers:606.000
Customer Journey Women’s FashionPlanned purchase for upper wearJun 2012 – Jan 2013
OF WOMEN’S PLANNED FASHION PURCHASES
ARE MADE ONLINE
OF PLANNED PURCHASES ARE PRECEDED BY ONLINE RESEARCH
PLANNED PURCHASE
Key stats
The role of digital for women’s fashion
13% 63%50%
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Women‘s Fashion Buyers and their Purchases
An Intro to Women’s Fashion Buyers and their Purchases
13%Of women’s fashion purchases are
made online
The share of purely offline
buyers is decreasing
63%Of purchases are preceded by
online research
2009 2010 2011 2012
77.0 74.7 73.5 72.6
20.7 23.1 23.5 24.2
2.4 2.3 3.0 3.2
Pure offline buyers
Online and off-line buyers
Pure online buyers
Source: GfK E-fashion market information
Onlinerevenues
are growing quickly
mar 08
mar09 mar10 mar11 mar12 mar13
100 104115
146
181198
98 99
99
95 85
Online
Offline
Source: GfK E-fashion market information
Research design of the purchase journey
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Method: Media Efficiency Panel
Psychographic Demo-
graphic
Websites visited (URL’s)
Google search queries
Fashion purchase specs
Offline research
&Consideration
set
Questionnaire:Claimed behavior
Personal Information(registered panel
information)
Plug-in: real online search
behavior(passively measured)
Purchase and media behavior of the same individuals (single source)
Method: Sampling panel
Total GFK panel Purchased fashion item(s)With plug in
Active use
Recruiting sample from a subset of the total panel
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Actual and claimed behavior
Method: Data collection
Purchase & Offline ResearchQuestionnaireA C
Purchase• Brand • Type of clothing• Purchase channel • Eventual consideration set
Offline research• How? • When?• How long?
Step 1: Software installed on panelists PC’s/ Notebooks
Continuous registration of• Websites (url’s) visited• Time spend on websites• Google search queries• Much more
Step 2: Relevant1 websites and search queries are extracted from their continues registration.
Step 3: All online research (relevant website visits/ search queries) 3 months before purchase constitute the database of the study.
1Relevant websites and ‘search queries’ are those that are related to the researching for clothing. A listing and categorization of these are in included in the appendix.
Online ResearchPlug-in
Screening (intention to buy?)Questionnaire B
Intention• To buy clothes• Purchase channel• Initial consideration set
Shopper segmentation• calculative • informed• Passive• passionate
Offline orientation categories
Offline acties
Visit stores
Window shopping
Read folders
Discuss with family and friends
Read magazines/Watch TV
* A complete list of websites is attached in the appendix
Offline actions
Website categories
Website category Example
Retailer
Brand
Department store
Blog/fashionrelated
Comparison site
Discount site
Social Media
Missetam.nl
Desigual.com, Esprit.nl
VD.nl, Wehkamp.nl
Fashionchick.nl
Vergelijk.nl
Folders.nl
* A complete list of websites is attached in the appendix
Online actions
The purchase journey of a planned women’s fashion purchase
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Research for online and offline purchases differs strongly
15Timespan in days
41%Used Search
1.7 Ø search actions*
94%Used Websites
0.5Ø offline actions***
#%
6Ø number actions
32%Offline research
95%Online Research
Total (n= 480)
24%Used Search
3.0 Ø search actions*
#%
70%Offline research
63%Online Research
62%Used Websites
75 minutesTotal time spent
Comparing online and offline purchases
15Timespan in days
41%Used Search
1.7 Ø search actions*
94%Used Websites
0.5Ø offline actions***
#%
6Ø number actions
32%Offline research
95%Online Research
Offline purchase (n= 412)
22%Used Search
3.2Ø search actions*
#%
56%Used Websites
73 minutesTotal time spent
15Timespan in days
41%Used Search
1.7 Ø search actions*
94%Used Websites
0.5Ø offline actions***
#%
6Ø number actions
32%Offline research
95%Online Research
Online purchase (n= 68)
36%Used Search
2.3 Ø search actions*
#%
13Timespan in days
6Ø number actions
14Timespan in days
6Ø number actions
10Timespan in days
8Ø number actions
32%Offline research
94%Online Research
94%Used Websites
98 minutesTotal time spent
0.9Ø read circulars**
#
2.1Ø store visits**(*)
1.2Ø read circulars**
#
1.5Ø store visits**(*)
0.9Ø read circulars**
#
2.1Ø store visits**(*)
Base: Purchases preceded by online or offline research / Purchases where search was used / Purchases where websites were used / Purchases where offline was used
76%Offline research
58%Online Research
Online purchases usually starts with a website visit, whereas offline purchases start with an offline store visit
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First action in research process
Visit stores + window shopping
Department store website
Retail website Read circulars Google search
4
44
31
10
4
35
17 18 17
5
Online purchases (n=68) Offline purchases (n= 412)
Base: Online and offline purchases
%
For online purchases, relatively more time is spent on online research, while for offline purchases more time is spent on offline activities.
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Average time spent on research process: online vs. offline purchases
• During the research process,
more time is spent on online
research for online purchases,
while the opposite is the case for
offline purchases: relatively more
time is spent on offline research.
• The research process of online
purchases takes approximately
1.5 hours, while the process
takes 1.25 hours for offline
purchases.
98 minutes
73 minutes
n = 68
n = 412
Online
Offline
Base: Purchases for which online or offline orientation is used (n=480)
94% of online purchases is preceded by website visits, 36% is preceded by Google search and 32% is preceded by offline research
22Base: Online purchases preceded by online or offline research // Online purchases preceded by a specific source during the research process
Usage of online and offline sources: online purchases
94%
6%
Visited relevant websites
YesNo
n = 68
# websites visits
6.2
36%
64%
Used Google Search
YesNo
n = 68
# search actions
2.3
# offline actions
32%
68%
Offline research
YesNo
n = 68
3.1
For offline purchases less online research is done, however when used, it’s similar to an online purchase
23Base: Offline purchases preceded by online or offline research // Offline purchases preceded by a specific source during the research process
Usage of online and offline sources: offline purchases
# offline actions
n = 412
3.3
n = 412
# search actions
3.2
# websites visits
n = 412
4.9
While most traffic is offline, there is a lot of traffic between retailer and department store websites
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Transition analysis all purchases (n= 480)
• In an average purchase,
most traffic takes starts
with an offline action.
• There is also much traffic
between retail websites
and websites of
department stores.
Base: All purchases for which online or offline orientation is used (n = 480)
Social media
Start
Search
FinishComparison website
OfflineDiscount website
Department store website
Brand website
Blog/Fashionrelated
Retail website
(2%)
(70%)
(2%)
(24%)
(0%)
(1%)
(45%)
(8%)
(45%)
(100%)
(100%)
19%
8%
2%
2%
1%
8%
5%
3%
2%
2%
10%
5%3%
2%
2%
7%
4%
2%
2%
3%
3%
The percentages shown at each source illustrates what % of all buyers who did research, used this source to do research, e.g. the reach.The percentages next to the lines illustrate what % of all actions are between those two sources. The color of the line indicates the direction of the action (e.g. a visit to website A followed by a visit to website B).
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The average journey of a purchase consists of 3 website visits, 1 search action and 1 offline action
Average purchase journey
6 actions – 75min – 13 days
Brand website
Visiting
Reading
Search
Department store website
Retailer website
b. Take aways
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Key take-aways
The internet plays an important role for women‘s fashion
Online sales fashion market is growing with double digits
• Online fashion market more than doubled in the last three years. Decline especially in women’s
en men’s upper wear.
• Concentration in the online fashion market far bigger than in the bricks market. Top 5 retailers take
more than 40% of the market, in the bricks market this only 22%
The majority is purchased offline with lots of online research
• 13% of planned purchases for women’s upperwear are made online. Online revenues for fashion
have doubled since 2008
• 63% of all purchases are preceded by online research, for online purchases this is still 58%
Consumers’ journey is diverse and intense
• The average journey takes 13 days and involves 6 actions
• For online purchases the number of action is higher (8) but the length of the journey is shorter
(10 days).
• Search engines are used in 24% of the journeys, mainly with branded and hybrid search terms.
• Offline sources are used for 70% and mostly entails visiting stores and reading circulars
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Laurent de GroofManaging consultant
Tel: +31-(0)162-384 363 E-mail: [email protected]