Better Insights. Smarter Marketing.
Better Insights. Smarter Marketing.
OMNI-CHANNEL / OMNI-DEVICE
HOT TOPICS
ABANDONMENT ACQUISITION & CONVERSION CUSTOMER LOYALTY 2
How do consumers shop? Which devices do they use?
Mobile vs. Desktop Mobile purchases have been steadily growing, with sustained growth since late 2014 % OF ONLINE ORDERS BY DEVICE: Mobile vs Desktop
24% Mobile & Tablet
76%
Q1
Q2
Q3
Q4
2013
Q1
Q2
Q3
2014
Q4
Q1
Q2
Q3
2015
SOURCE: Bizrate US Point-of-Sale Network of 5,000+ retailers. N=736,018,308. NOTE: Mobile refers to smartphone and tablet web purchases.
© 2016 Connexity, Inc. All rights reserved | CONFIDENTIAL
Q4
Desktop
Q1
2016
4
iPhones vs iPad vs Android eCommerce sales on iPhones equal online sales on iPads as of Q1 2016.
% OF ONLINE ORDERS BY DEVICE BRAND: Android, iPad, & iPhone 80
iPad
60
36% 36% 28%
40
iPhone
Android
20
0
Qtr1 2013
Qtr3
Qtr4
Qtr1 2014
Qtr3
Qtr4
Qtr1 2015
Qtr3
SOURCE: Bizrate US Point-of-Sale Network of 5,000+ retailers. N=94,894,732. NOTE: Only web purchases included.
© 2016 Connexity, Inc. All rights reserved | CONFIDENTIAL
Qtr4
Qtr1 2016
5
Mobile drives omni-channel shoppers
SOURCE: BizAdvisor: Quick Hits: Mobile Behavior to Watch in 2016. (February 2016). Available from http://pages.connexity.com/02.26.16_Feb16_BizAdvisor_CD_US_IN_Q1.html. N=9,142 online shoppers in the US and Canada, collected between January 25 – January 31, 2016. NOTE: Mobile refers to smartphone and tablet web purchases.
© 2016 Connexity, Inc. All rights reserved | CONFIDENTIAL
6
How do omni-channel shoppers use mobile?
SOURCE: BizAdvisor: Quick Hits: Mobile Behavior to Watch in 2016. (February 2016). Available from http://pages.connexity.com/02.26.16_Feb16_BizAdvisor_CD_US_IN_Q1.html. N=9,142 online shoppers in the US and Canada, collected between January 25 – January 31, 2016. NOTE: Mobile refers to smartphone and tablet web purchases.
© 2016 Connexity, Inc. All rights reserved | CONFIDENTIAL
7
Why do shoppers leave online stores?
Not all abandoners are created equal Focus on those that intend to buy today
AMONG ABANDONERS
18% Only 15% came with the Intent to buy
15%
35%
15% Intent to buy 40% Preparing for purchase
40%
35% Browse/other
SOURCE: Bizrate Insights Study: Site Abandonment Research - Intent to Buy. N=1,145 online shoppers in the US and Canada, collected between February 1 – February 22, 2016.
© 2016 Connexity, Inc. All rights reserved | CONFIDENTIAL
9
Top reasons why intended buyers abandon
Visit your site and then leave
CART ABANDON 1. No coupons available 2. Must confirm item meets my needs 3. My attention was needed elsewhere
17%
Cart Abandon
Checkout Abandon
37%
45%
VISIT ABANDON 1. Out of stock 2. Could not find 3. Too expensive/need coupon
CHECKOUT ABANDON 1. Must confirm item meets my needs 2. Too expensive/need coupon 3. Problem with coupon redemption TIED with Out of stock
SOURCE: Bizrate Insights Study: Site Abandonment Research - Intent to Buy. N=1,145 online shoppers in the US and Canada, collected between February 1 – February 22, 2016.
© 2016 Connexity, Inc. All rights reserved | CONFIDENTIAL
10
How to complete the sale: Top tips for intended buyers
IF THEY’RE HAVING TROUBLE CONNECTING WITH PRODUCT:
Offer to locate the item
Provide notification when items are restocked
PERSONALIZE RETARGETING MESSAGES BASED ON REASON FOR ABANDONMENT:
Provide more product details, specifications and photos
Reach out during work hours
Limit coupons to 20% off (unless you regularly offer a higher discount)
Provide more product details, specifications and photos in re-marketing
Limit coupons to 20% off
Reach out during work hours when 57% of checkout abandoners prefer to complete their order.
SOURCE: BizAdvisor: How to Get Checkout Abandoners Back. (March 2016). Available online http://pages.connexity.com/rs/953-HCY-363/images/03-March-2016-BizAdvisor.pdf?aliId=1947155 N=1,145 online shoppers in the US and Canada, collected between February 1 – February 22, 2016.
© 2016 Connexity, Inc. All rights reserved | CONFIDENTIAL
11
How do ratings & reviews influence consumer choice?
Customers look for retailer ratings & reviews throughout the buying cycle
% of customers looking for
In search engine results
Upon arrival at retailers’ websites
After I find what I might buy
RATINGS
22%
22%
42%
REVIEWS
20%
14%
54%
SOURCE: Bizrate Insights Study: The Importance of Ratings & Reviews. N=4,247 online shoppers in the US and Canada, collected between January 22 – January 27, 2015. Q3. At what point during your shopping experience do you typically look for or notice customer-written reviews about the store? Q5. At what point during your shopping experience do you typically look for or notice store ratings?
© 2016 Connexity, Inc. All rights reserved | CONFIDENTIAL
13
Ratings in search engines are most important to Gen Y % OF ONLINE BUYERS: WHERE THEY LOOK FOR RATINGS: By Generation
24% 22%
22%
22%
23%
19%
Gen Y Gen X Baby Boomers
In search engine results
Upon arrival at a retailer´s website
SOURCE: Bizrate Insights Study: The Importance of Ratings & Reviews. N=4,247 online shoppers in the US and Canada, collected between January 22 – January 27, 2015. Q3. At what point during your shopping experience do you typically look for or notice customer-written reviews about the store? Q5. At what point during your shopping experience do you typically look for or notice store ratings?
14
© 2016 Connexity, Inc. All rights reserved | CONFIDENTIAL
What makes customers loyal?
Top drivers of customer loyalty
AT POINT OF SALE
AFTER ORDER FULFILLMENT
1 2 3
1 2 3
Checkout Overall look and design of the site
Clarity of product information
Customer support Product met expectations
On-time delivery
SOURCE: Bizrate Point of Sale (POS) Survey. For Likelihood to Recommend, N=56,292, for Overall Purchase Experience, N=57,331; and for Likelihood to Buy Again, N=56,905 online shoppers in the US and Canada, collected between January 1 – March 29, 2016.
© 2016 Connexity, Inc. All rights reserved | CONFIDENTIAL
16
What’s your Net Promoter Score® ?
Point of Sale
After Order Fulfillment
Promoters
77%
78%
Passives
18%
14%
Detractors
5%
8%
Average NPS® Score
72%
69%
(𝑃𝑟𝑜𝑚𝑜𝑡𝑒𝑟𝑠 − 𝐷𝑒𝑡𝑟𝑎𝑐𝑡𝑜𝑟𝑠)
SOURCE: Bizrate Point of Sale (POS) Survey, Likelihood to Recommend, N=3,399,364 online shoppers in the US and Canada, collected between January 1 – March 10, 2016. Bizrate Fulfillment (FF) Survey, Likelihood to Recommend, N=753,110 online shoppers in the US and Canada, collected between January 1 – March 10, 2016. NOTE: percentages are rounded.
© 2016 Connexity, Inc. All rights reserved | CONFIDENTIAL
17
Alternative online payment services like PayPal & Amazon Pay have double digit reach % “in wallet”
% most preferred*
77%
44%
Visa MasterCard
PayPal AMEX
49% 30%
22%
Discover 14%
17% 15%
8% 4%
Amazon Pay
11%
1%
Private label credit card
10%
1%
SOURCE: Bizrate Insights Study: What Payment Options Do Online Shoppers Prefer? Available from http://connexity.com/blog/2016/01/what-payment-options-do-online-shoppers-prefer/ N=11,390 online shoppers in the US and Canada, collected between October 17 - October 21, 2015. Q1. Which of the following payment options do you have “in your wallet”? Q2. Which of the following payment options do you prefer to use as often as possible? 18 * Total does not add up to 100% percent; the options Cash & Checks are not shown. © 2016 Connexity, Inc. All rights reserved | CONFIDENTIAL
Offline mobile payment options are taking root Is Apple Pay still merely interesting to try on occasion? Is Samsung Pay finding users? Among Samsung Galaxy Note5, S6, S6 active, S6 edge, S6 edge+, S7, or S7 edge owners
Among iPhone 6, 6 Plus, 6s, or 6s Plus owners
30%
27% 25%
25%
58% of online buyers own or regularly use a phone that is capable of accessing Apple Pay (36%) or Samsung Pay (22%)
20%
15% 15%
10%
7%
5%
0%
I haveHave used Samsung to use used Pay I intend Intend toSamsung use Pay
I have used Apple Have usedPay
I intend to useto Apple Intend usePay
SOURCE: Bizrate Insights Study: Usage of Apple Pay & Samsung Pay. N=3,235 online shoppers in the US and Canada, collected between March 30 – April 4, 2016. Q1. Would you use Samsung Pay to pay for purchases in brick-and-mortar stores? Q2. Would you use Apple Pay to pay for purchases in brick-and-mortar stores?
© 2016 Connexity, Inc. All rights reserved | CONFIDENTIAL
19
Same day delivery is more important for younger consumers
%
of respondents who said same day delivery is important by generation
But all generations state that delivery cost is more important than delivery timing
30%
19%
19%
26%
Delivery Timing
13% 5%
Delivery Cost
74%
SOURCE: Bizrate Insights Study: How Important Is Same-day Delivery to Shoppers? Available from http://connexity.com/articles-white-papers/how-important-is-same-day-delivery-to-shoppers/ N=6,767 online shoppers in the US and Canada, collected between October 27– October 30, 2015. Q1. Which of the following is most important to you when ordering online: Delivery timing or Delivery cost? Q2. Is same day delivery important for this retailer to have available?
© 2016 Connexity, Inc. All rights reserved | CONFIDENTIAL
20
Shipping club proliferation Do you need a shipping club? Probably not. What percent of your customers belong to Amazon Prime? Chances are, quite a few.
Shipping Club Membership No, I did not belong to any of these shipping clubs
51%
Amazon Prime
40%
Barnes and Noble Membership
6%
Shop Your Way (Sears/Kmart)
5%
Shop Runner (multiple retailers)
2%
Google Express
2%
Club O (Overstock)
2%
Tiger’s Inner Circle (TigerDirect)
1%
SOURCE: Bizrate Insights Study: Feelings About Shipping Costs. N=5,609 online shoppers in the US and Canada, collected between February 18 - February 23, 2016. Q2. Do you belong to Amazon Prime? Q3. Were you a member of any of the following online shipping clubs in December 2015? Data on shipping club membership only includes buyers from the 5,000+ US retailers in the Bizrate customer feedback program.
© 2016 Connexity, Inc. All rights reserved | CONFIDENTIAL
21
THANK YOU
For questions about this presentation, contact Hayley Silver [email protected] For questions about Bizrate Insights services, contact [email protected]
OMNI-CHANNEL / OMNI-DEVICE
ABANDONMENT
PANEL ACQUISITION & CONVERSION CUSTOMER LOYALTY
OMNI-CHANNEL / OMNI-DEVICE
HOT TOPICS
ABANDONMENT ACQUISITION & CONVERSION CUSTOMER LOYALTY 2
How do consumers shop? Which devices do they use?
Mobile vs. Desktop Mobile purchases have been steadily growing, with sustained growth since late 2014 % OF ONLINE ORDERS BY DEVICE: Mobile vs Desktop
24% Mobile & Tablet
76%
Q1
Q2
Q3
Q4
2013
Q1
Q2
Q3
2014
Q4
Q1
Q2
Q3
2015
SOURCE: Bizrate US Point-of-Sale Network of 5,000+ retailers. N=736,018,308. NOTE: Mobile refers to smartphone and tablet web purchases.
© 2016 Connexity, Inc. All rights reserved | CONFIDENTIAL
Q4
Desktop
Q1
2016
4
iPhones vs iPad vs Android eCommerce sales on iPhones equal online sales on iPads as of Q1 2016.
% OF ONLINE ORDERS BY DEVICE BRAND: Android, iPad, & iPhone 80
iPad
60
36% 36% 28%
40
iPhone
Android
20
0
Qtr1 2013
Qtr3
Qtr4
Qtr1 2014
Qtr3
Qtr4
Qtr1 2015
Qtr3
SOURCE: Bizrate US Point-of-Sale Network of 5,000+ retailers. N=94,894,732. NOTE: Only web purchases included.
© 2016 Connexity, Inc. All rights reserved | CONFIDENTIAL
Qtr4
Qtr1 2016
5
Mobile drives omni-channel shoppers
SOURCE: BizAdvisor: Quick Hits: Mobile Behavior to Watch in 2016. (February 2016). Available from http://pages.connexity.com/02.26.16_Feb16_BizAdvisor_CD_US_IN_Q1.html. N=9,142 online shoppers in the US and Canada, collected between January 25 – January 31, 2016. NOTE: Mobile refers to smartphone and tablet web purchases.
© 2016 Connexity, Inc. All rights reserved | CONFIDENTIAL
6
How do omni-channel shoppers use mobile?
SOURCE: BizAdvisor: Quick Hits: Mobile Behavior to Watch in 2016. (February 2016). Available from http://pages.connexity.com/02.26.16_Feb16_BizAdvisor_CD_US_IN_Q1.html. N=9,142 online shoppers in the US and Canada, collected between January 25 – January 31, 2016. NOTE: Mobile refers to smartphone and tablet web purchases.
© 2016 Connexity, Inc. All rights reserved | CONFIDENTIAL
7
Why do shoppers leave online stores?
Not all abandoners are created equal Focus on those that intend to buy today
AMONG ABANDONERS
18% Only 15% came with the Intent to buy
15%
35%
15% Intent to buy 40% Preparing for purchase
40%
35% Browse/other
SOURCE: Bizrate Insights Study: Site Abandonment Research - Intent to Buy. N=1,145 online shoppers in the US and Canada, collected between February 1 – February 22, 2016.
© 2016 Connexity, Inc. All rights reserved | CONFIDENTIAL
9
Top reasons why intended buyers abandon
Visit your site and then leave
CART ABANDON 1. No coupons available 2. Must confirm item meets my needs 3. My attention was needed elsewhere
17%
Cart Abandon
Checkout Abandon
37%
45%
VISIT ABANDON 1. Out of stock 2. Could not find 3. Too expensive/need coupon
CHECKOUT ABANDON 1. Must confirm item meets my needs 2. Too expensive/need coupon 3. Problem with coupon redemption TIED with Out of stock
SOURCE: Bizrate Insights Study: Site Abandonment Research - Intent to Buy. N=1,145 online shoppers in the US and Canada, collected between February 1 – February 22, 2016.
© 2016 Connexity, Inc. All rights reserved | CONFIDENTIAL
10
How to complete the sale: Top tips for intended buyers
IF THEY’RE HAVING TROUBLE CONNECTING WITH PRODUCT:
Offer to locate the item
Provide notification when items are restocked
PERSONALIZE RETARGETING MESSAGES BASED ON REASON FOR ABANDONMENT:
Provide more product details, specifications and photos
Reach out during work hours
Limit coupons to 20% off (unless you regularly offer a higher discount)
Provide more product details, specifications and photos in re-marketing
Limit coupons to 20% off
Reach out during work hours when 57% of checkout abandoners prefer to complete their order.
SOURCE: BizAdvisor: How to Get Checkout Abandoners Back. (March 2016). Available online http://pages.connexity.com/rs/953-HCY-363/images/03-March-2016-BizAdvisor.pdf?aliId=1947155 N=1,145 online shoppers in the US and Canada, collected between February 1 – February 22, 2016.
© 2016 Connexity, Inc. All rights reserved | CONFIDENTIAL
11
How do ratings & reviews influence consumer choice?
Customers look for retailer ratings & reviews throughout the buying cycle
% of customers looking for
In search engine results
Upon arrival at retailers’ websites
After I find what I might buy
RATINGS
22%
22%
42%
REVIEWS
20%
14%
54%
SOURCE: Bizrate Insights Study: The Importance of Ratings & Reviews. N=4,247 online shoppers in the US and Canada, collected between January 22 – January 27, 2015. Q3. At what point during your shopping experience do you typically look for or notice customer-written reviews about the store? Q5. At what point during your shopping experience do you typically look for or notice store ratings?
© 2016 Connexity, Inc. All rights reserved | CONFIDENTIAL
13
Ratings in search engines are most important to Gen Y % OF ONLINE BUYERS: WHERE THEY LOOK FOR RATINGS: By Generation
24% 22%
22%
22%
23%
19%
Gen Y Gen X Baby Boomers
In search engine results
Upon arrival at a retailer´s website
SOURCE: Bizrate Insights Study: The Importance of Ratings & Reviews. N=4,247 online shoppers in the US and Canada, collected between January 22 – January 27, 2015. Q3. At what point during your shopping experience do you typically look for or notice customer-written reviews about the store? Q5. At what point during your shopping experience do you typically look for or notice store ratings?
14
© 2016 Connexity, Inc. All rights reserved | CONFIDENTIAL
What makes customers loyal?
Top drivers of customer loyalty
AT POINT OF SALE
AFTER ORDER FULFILLMENT
1 2 3
1 2 3
Checkout Overall look and design of the site
Clarity of product information
Customer support Product met expectations
On-time delivery
SOURCE: Bizrate Point of Sale (POS) Survey. For Likelihood to Recommend, N=56,292, for Overall Purchase Experience, N=57,331; and for Likelihood to Buy Again, N=56,905 online shoppers in the US and Canada, collected between January 1 – March 29, 2016.
© 2016 Connexity, Inc. All rights reserved | CONFIDENTIAL
16
What’s your Net Promoter Score® ?
Point of Sale
After Order Fulfillment
Promoters
77%
78%
Passives
18%
14%
Detractors
5%
8%
Average NPS® Score
72%
69%
(𝑃𝑟𝑜𝑚𝑜𝑡𝑒𝑟𝑠 − 𝐷𝑒𝑡𝑟𝑎𝑐𝑡𝑜𝑟𝑠)
SOURCE: Bizrate Point of Sale (POS) Survey, Likelihood to Recommend, N=3,399,364 online shoppers in the US and Canada, collected between January 1 – March 10, 2016. Bizrate Fulfillment (FF) Survey, Likelihood to Recommend, N=753,110 online shoppers in the US and Canada, collected between January 1 – March 10, 2016. NOTE: percentages are rounded.
© 2016 Connexity, Inc. All rights reserved | CONFIDENTIAL
17
Alternative online payment services like PayPal & Amazon Pay have double digit reach % “in wallet”
% most preferred*
77%
44%
Visa MasterCard
PayPal AMEX
49% 30%
22%
Discover 14%
17% 15%
8% 4%
Amazon Pay
11%
1%
Private label credit card
10%
1%
SOURCE: Bizrate Insights Study: What Payment Options Do Online Shoppers Prefer? Available from http://connexity.com/blog/2016/01/what-payment-options-do-online-shoppers-prefer/ N=11,390 online shoppers in the US and Canada, collected between October 17 - October 21, 2015. Q1. Which of the following payment options do you have “in your wallet”? Q2. Which of the following payment options do you prefer to use as often as possible? 18 * Total does not add up to 100% percent; the options Cash & Checks are not shown. © 2016 Connexity, Inc. All rights reserved | CONFIDENTIAL
Offline mobile payment options are taking root Is Apple Pay still merely interesting to try on occasion? Is Samsung Pay finding users? Among Samsung Galaxy Note5, S6, S6 active, S6 edge, S6 edge+, S7, or S7 edge owners
Among iPhone 6, 6 Plus, 6s, or 6s Plus owners
30%
27% 25%
25%
58% of online buyers own or regularly use a phone that is capable of accessing Apple Pay (36%) or Samsung Pay (22%)
20%
15% 15%
10%
7%
5%
0%
I haveHave used Samsung to use used Pay I intend Intend toSamsung use Pay
I have used Apple Have usedPay
I intend to useto Apple Intend usePay
SOURCE: Bizrate Insights Study: Usage of Apple Pay & Samsung Pay. N=3,235 online shoppers in the US and Canada, collected between March 30 – April 4, 2016. Q1. Would you use Samsung Pay to pay for purchases in brick-and-mortar stores? Q2. Would you use Apple Pay to pay for purchases in brick-and-mortar stores?
© 2016 Connexity, Inc. All rights reserved | CONFIDENTIAL
19
Same day delivery is more important for younger consumers
%
of respondents who said same day delivery is important by generation
But all generations state that delivery cost is more important than delivery timing
30%
19%
19%
26%
Delivery Timing
13% 5%
Delivery Cost
74%
SOURCE: Bizrate Insights Study: How Important Is Same-day Delivery to Shoppers? Available from http://connexity.com/articles-white-papers/how-important-is-same-day-delivery-to-shoppers/ N=6,767 online shoppers in the US and Canada, collected between October 27– October 30, 2015. Q1. Which of the following is most important to you when ordering online: Delivery timing or Delivery cost? Q2. Is same day delivery important for this retailer to have available?
© 2016 Connexity, Inc. All rights reserved | CONFIDENTIAL
20
Shipping club proliferation Do you need a shipping club? Probably not. What percent of your customers belong to Amazon Prime? Chances are, quite a few.
Shipping Club Membership No, I did not belong to any of these shipping clubs
51%
Amazon Prime
40%
Barnes and Noble Membership
6%
Shop Your Way (Sears/Kmart)
5%
Shop Runner (multiple retailers)
2%
Google Express
2%
Club O (Overstock)
2%
Tiger’s Inner Circle (TigerDirect)
1%
SOURCE: Bizrate Insights Study: Feelings About Shipping Costs. N=5,609 online shoppers in the US and Canada, collected between February 18 - February 23, 2016. Q2. Do you belong to Amazon Prime? Q3. Were you a member of any of the following online shipping clubs in December 2015? Data on shipping club membership only includes buyers from the 5,000+ US retailers in the Bizrate customer feedback program.
© 2016 Connexity, Inc. All rights reserved | CONFIDENTIAL
21
THANK YOU
For questions about this presentation, contact Hayley Silver [email protected] For questions about Bizrate Insights services, contact [email protected]
OMNI-CHANNEL / OMNI-DEVICE
ABANDONMENT
PANEL ACQUISITION & CONVERSION CUSTOMER LOYALTY
