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Vertical Deep Dive Retail Belgium
2
Methodology – Vertical Deep Dive Retail Belgium
• Target group: Internet user in Belgium, 14 years and older
• Sample: N=1,000 Internet user • Methodology:
§ Online Questionnaire § Representative weighting by age, gender, education, income, frequency of online access,
frequency of online purchase, usage of YouTube
• Period of analysis: § Fieldwork: from April 11th to April 28th 2011 § Final Report: May 20th, 2011
• Research company: TNS Infratest
Source: Google, Vertical Deep Dive Finance, Belgium : May 2012 |
3
Methodology – SRS Telephone Survey
• Target group: General population in Belgium, 14 years and older
• Sample: n=366 Internet users
• Methodology:
– CATI (Computer Aided Telephone Interviews)
– Collection of representative figures for the online population in terms of: age, gender, region, education, frequency of online access, frequency of online purchase, usage of YouTube
• Period of fieldwork: February 15th – April 28th, 2010
• Research company: TNS Infratest
Source: Google, Vertical Deep Dive Finance, Belgium : May 2012 |
4
Weighting of the data
• Online surveys are usually conducted via online access panels.
• This is a widely accepted method and TNS Germany has sound experience with online surveys in every respect.
• We’ve learned that respondents in online surveys can be seen as lead users, reflecting media- and internet usage very well.
• However, respondents on panels tend to use the internet quite intensively and are usually media inclined in general and internet inclined in particular.
• Therefore we applied a weighting process based on our representative offline telephone survey in order to minimize this effect.
• Having applied the weighting procedure our survey is representative for the Belgian online population aged 14+ which reflects 72% of the Belgian population aged 14+
Source: Google, Vertical Deep Dive Finance, Belgium : May 2012 |
100%
0102030405060708090100
Analysis of the data
72%
100%
0102030405060708090100
Our study reflects 72% of the Belgian population aged 14+ or 100% of the Belgian online population aged 14+.
SRS Telephone Survey VDD Retail Belgium
Belgian Population aged 14+
Belgian Onliners aged 14+
Belgian Onliners aged 14+
5 Source: Google, Vertical Deep Dive Finance, Belgium : May 2012 |
Relevant Retail Products for Belgium
The following provides insights on the purchase and research behaviour in different product categories out of the retail vertical
Consumer Electronics (e. g. TV, Hifi, MP3 player, iPod, DVD player …)
Domestic Appliances (e. g. fridge, washing machine, stove ...)
Entertainment (e. g. DVDs, CDs, …)
Clothing & Accessories (e. g. footware, trousers, shirts, ...)
Home Furnishings (e. g. sofa sets, racks, tables, ...)
Garden Equipment (e. g. DIY, tools, barbecue, ...)
Ret
ail
6 Source: Google, Vertical Deep Dive Finance, Belgium : May 2012 |
7 7
Shopping Behaviour
Clothing & Accessories
Entertainment
Consumer Electronics
Garden Equipment
Home Furnishings
Domestic Appliances
46%
24%
14%
18%
8%
8%
22%
17%
14%
12%
11%
9%
15%
14%
14%
8%
9%
8%
10%
17%
13%
14%
14%
92%
65%
60%
51%
42%
39%9%
Shopping in the Past
Q103: When did you last buy or shop any products out of the following categories? Within the last month, the last 3 months, the last 6 months, the last 12 months, the last 24 months, more than 24 months ago or never? Base (weighted): All Respondents n=1,000
Shopping in the past 12 months All Respondents
All categories receive significant purchase shares – obviously the purchase shares are in line with the actual product life cycle
Past 3 months Past 6 months Past month
On average 3 categories were bought within the last 12 months
Past 12 months
8 Source: Google, Vertical Deep Dive Finance, Belgium : May 2012 |
Online
online shop producer / brand
online shop retailer / supplier
online auctions (e. g. Ebay)
classifieds (e. g. leboncoin)
Offline
specialized shop / retailer
mass retailer
delivery service
11%
3%
4%
2%
2%
77%
47%
27%
3%
Place of Purchase
Place of last Purchase Shopper per Category
Q201:Thinking about the last time you made a purchase in each of the following categories. How did you actually purchase? Base (weighted): Shopper per category: Consumer Electronics n=971, Domestic Appliances n=920, Entertainment n=941, Clothing & Accessories n=992, Home Furnishings n=949, Garden Equipment n=814; answer categories “Other online / Other offline / Don’t know” not shown
Home Furnishings
Clothing & Accessories
Consumer Electronics
Domestic Appliances
7%
1%
3%
2%
1%
77%
42%
32%
2%
Entertain-ment
Garden Equipment
9%
1%
3%
1%
3%
76%
52%
22%
2%
16%
3%
6%
3%
3%
70%
32%
35%
2%
10%
3%
2%
2%
1%
74%
47%
23%
1%
12%
4%
3%
3%
2%
78%
47%
24%
5%
Offline is the dominating purchase method in the analyzed retail categories – online purchase most popular for entertainment products
9 Source: Google, Vertical Deep Dive Finance, Belgium : May 2012 |
Clothing & Accessories
Entertainment
Consumer Electronics
Garden Equipment
Home Furnishings
Domestic Appliances
29%
16%
12%
9%
6%
7%
21%
22%
16%
16%
11%
10%
50%
38%
29%
25%
18%
17%
Likelihood for buying online in the next 12 months All Respondents
Likelihood for buying online
Q202: How likely is it that you will make a purchase in the following categories online within the next 12 months? 5-point-scale: (1) Very likely – (5) Very unlikely Base (weighted): All Respondents n=1,000
Very likely Somewhat likely
Online will rise its importance as a sales channel across all categories - esp. for everyday goods such as clothes and entertainment products
10 Source: Google, Vertical Deep Dive Finance, Belgium : May 2012 |
It is available 24 hours and 7 days a week Convenience
Special promotions online Prices/Payment
Possibility to buy products not available in my home country Assortment/Clarity
Availability of special products which are hard to get offline Assortment/Clarity
Easier to compare prices Convenience
No long queues like in the store / supermarket Convenience
Large and complete assortment Assortment/Clarity
Presence of customer reviews from other people Personal Advice
You can shop from anywhere (e. g. from the office, from home) Convenience
Lower prices than offline Prices/Payment
Drivers for buying online
Drivers for buying online - Top 10 All Respondents
Convenience (‘shop anywhere at any time’) and assortment (‘special, not locally available products’) are important drivers for online shopping
Q205: […] What are from your perspective reasons for buying products on the internet? Base (weighted): All Respondents n=1,000
38%
35%
32%
31%
29%
28%
27%
25%
23%
23%
11 Source: Google, Vertical Deep Dive Finance, Belgium : May 2012 |
I appreciate the recommendation and expertise of a salesperson Personal Advice
I want to see or touch the products therefore I buy life in a store Convenience
I don’t trust online payment (stolen payment details) Prices/payment
I'm used to buy those things in a store Convenience
I don’t trust online payment (don’t trust that the product will be delivered) Prices/payment
It is more complex to compare products Assortment/Clarity
I don’t want to pay for delivery Prices/payment
Security concerns in general Convenience
I like the shopping experience/it gives me a good feeling Convenience
Online shops charge too much for delivery Prices/payment
Barriers for buying online
Barriers for buying online - Top 10 All Respondents
Needs for consultancy and physical product experiences are top barriers – trust and habitual buying behaviour constrain online shopping too
Q204: [...] What are from your perspective reasons for NOT buying products on the internet? Base (weighted): All Respondents n=1,000
49%
43%
31%
31%
29%
29%
28%
28%
26%
26%
12 Source: Google, Vertical Deep Dive Finance, Belgium : May 2012 |
Free shipping costs
Clear after-sales services
Usability of the website
Contact details
Presence of well-known brands
Availability of special online offers
Seals of approval and quality
Consumer reviews and comments
Printed information leaflets online
Physical address in Belgium
Offline stores near to my home
Presence of web-coupons
The local domain name is .be
Email newsletter
Customer service (e. g. free shipping, after-sales support), website usability and brand presence are crucial for pushing online sales
0%
20%
40%
60%
80%
100%
Importance Online Sales Promotion
Q206: How important are the following characteristics of online shops for you? 5-point scale:(1) very important - (5) very unimportant Base (weighted): Online Shopper n=276
Importance Online Sales Promotion Online Shopper
Top 2: very important and important characteristics of e-shops
13 Source: Google, Vertical Deep Dive Finance, Belgium : May 2012 |
Wrap up Purchase Behaviour
1 Offline is currently the most common purchase method across all analyzed retail product categories – nevertheless visible growth potential for online in the future
2 The spread of online as a place of purchase differs per product category: already significant shares for entertainment, expandable for garden equipment
3 Outstanding shopping experiences in terms of special offers, exceptional assortment and perceived product quality can push online as a sales channel
4 In this respect service orientation, user-friendly design and trust building (brand presence, quality seals) are core factors for successful online shops
5 Additional benefits can be derived from a variety of features such as consumer reviews, availability of printed leaflets and local contact channels
14 Source: Google, Vertical Deep Dive Finance, Belgium : May 2012 |
15 15
Research Behaviour
Consumer Electronics
Domestic Appliances
Entertainment
Home Furnishings
Garden Equipment
Clothing & Accessories
General Research Behaviour
Q301: How often do you inform yourself about the following categories before you decide to buy? Q302: And how often do you use the internet to inform yourself before you make a purchase in the following categories? Base (weighted): Shopper per category: Consumer Electronics n=971, Domestic Appliances n=920, Entertainment n=941, Clothing & Accessories n=992, Home Furnishings n=949, Garden Equipment n=814; answer categories “Seldom / Never / Don’t know” not shown
Across all categories high information needs prior to purchase – online research most popular for consumer electronics and entertainment
Online research prior to purchase Shopper per Category
Research prior to purchase Shopper per Category
79%
76%
60%
59%
56%
54%
64%
61%
51%
43%
42%
42%
16 Source: Google, Vertical Deep Dive Finance, Belgium : May 2012 |
Consumer Electronics
Domestic Appliances
Entertainment
Home Furnishings
Garden Equipment
Clothing & Accessories
64%
61%
51%
43%
42%
42%
14%
10%
25%
14%
11%
19%
77%
79%
63%
72%
78%
70%
Q302: And how often do you use the internet to inform yourself before you buy products out of the following categories? Q201: Where do you usually buy products out of the following categories? Base (weighted): Shopper per category: Consumer Electronics n=971, Domestic Appliances n=920, Entertainment n=941, Clothing & Accessories n=992, Home Furnishings n=949, Garden Equipment n=814; Researcher per category: Consumer Electronics n=625, Domestic Appliances n=559, Entertainment n=482, Clothing & Accessories n=414, Home Furnishings n=411, Garden Equipment n=344 answer categories “Seldom / Never / Don’t know” not shown
ROPO effect visible in all retail categories: the vast majority of the shoppers who researched online made their purchase offline
Purchase Online vs. Offline Shopper who research online
Research Online Shopper per Category
Online Offline
Research Online – Purchase…?
17 Source: Google, Vertical Deep Dive Finance, Belgium : May 2012 |
Consumer Electronics
Domestic Appliances
Garden Equipment
Entertainment
Home Furnishings
Clothing & Accessories
Benefit of Online Research
Q303: How helpful is the internet as an information source when it comes to deciding to make a purchase in the following categories? Base (weighted): Shopper who research online per category: Consumer Electronics n=625, Domestic Appliances n=559, Entertainment n=482, Clothing & Accessories n=414, Home Furnishings n=411, Garden Equipment n=344
Shoppers who research online prior to purchase regard the internet as a helpful tool for preparing purchase decisions – regardless of category
Extremely helpful Helpful Very helpful
Benefit of Online Research Shopper who research online
27%
23%
19%
19%
17%
16%
36%
37%
29%
26%
25%
25%
34%
37%
46%
48%
49%
46%
96%
93%
92%
91%
87%
97%
18 Source: Google, Vertical Deep Dive Finance, Belgium : May 2012 |
a PC / laptop / netbook at home
a laptop / netbook on the go (e. g. with an USB surf-stick)
a mobile phone / smartphone
a tablet PC (e. g. Apple iPad, Samsung Galaxy)
78%
12%
9%
7%
Q304: You’ve stated that you used at least one online information source in your research process. Which of the following devices did you use for getting product information on the internet? Base (weighted): Shopper who research online n=740
Channels Online Search
Channels Online Search Shopper who research online
For getting product information on the internet, I used …
Stationary internet is first choice for online research prior to purchase – however the mobile web already receives noticeable shares
19 Source: Google, Vertical Deep Dive Finance, Belgium : May 2012 |
Domestic Appliances
Consumer Electronics
Entertainment
Garden Equipment
Clothing & Accessories
Home Furnishings
Research Funnel: Online vs. Offline Search
Online plays an important role for starting and intensifying research -whereas final decisions are usually prepared via offline sources
Base: Respondents who purchased in the categories within the last 24 months and used online or offline touchpoints in the research process
Research Funnel Shopper last 24 months per Category
online touchpoints used in the respective stage of research funnel offline touchpoints used in the respective stage of research funnel
Intensive Research
Final Decision
Initial Research
68%
66%
56%
51%
49%
48%
53%
51%
45%
48%
48%
46%
45%
44%
34%
34%
32%
33%
52%
53%
43%
44%
42%
43%
23%
24%
22%
19%
18%
19%
47%
46%
38%
46%
44%
41%
20 Source: Google, Vertical Deep Dive Finance, Belgium : May 2012 |
Search Engine
Online shops of producers/ brands
Online shops of supplier/ retailer
Product or price comparison sites
Consumer reviews on the internet
Online blogs and forums
Video portals
Editorial websites
Social networking sites
Online Research Funnel: Domestic Appliances
Q305: How did you first find out about the products / services you purchased in the last 24 months? Where did you start informing yourself? Q306a: And how did you collect intensive and deeper information about the products / services you purchased within the last 24 months? Q306b: How did you make your final decision (e. g. choosing the product, the brand)? Base: Respondents who purchased domestic appliances within the last 24 months and used online touchpoints in the research process on domestic appliances: initial research n=356, intense research n=237, final decision n=118
Search is the top online starting point for research on domestic appliances with high relevance for the in-depth research as well
Online Touchpoints
Intensive Research
Final Decision
Initial Research
50%
42%
34%
30%
21%
13%
12%
12%
9%
16%
17%
14%
22%
11%
6%
9%
3%
3%
37%
37%
34%
35%
25%
11%
9%
14%
4%
21 Source: Google, Vertical Deep Dive Finance, Belgium : May 2012 |
Offline Research Funnel: Domestic Appliances
Offline Touchpoints
Throughout the whole path from research to purchase personal consultancy from sales staff is the preferred offline information source
Q305: How did you first find out about the products / services you purchased in the last 24 months? Where did you start informing yourself? Q306a: And how did you collect intensive and deeper information about the products / services you purchased within the last 24 months? Q306b: How did you make your final decision? Base: Respondents who purchased domestic appliances within the last 24 months and used offline touchpoints in the research process on domestic appliances: initial research n=276, intense research n=273, final decision n=246
Intensive Research
Final Decision
Initial Research
Sales clerk in shop
Information brochures
Family members
Friends and colleagues
TV – advertising/ commercial TV
Special magazines
Newspapers
TV – special television programs/shows
Special books
Radio
56%
37%
30%
25%
24%
21%
20%
12%
10%
8%
56%
29%
26%
22%
12%
17%
11%
8%
12%
4%
55%
6%
14%
9%
3%
4%
1%
3%
2%
2%
22 Source: Google, Vertical Deep Dive Finance, Belgium : May 2012 |
Search Engine
Online shops of producers/ brands
Online shops of supplier/ retailer
Product or price comparison sites
Consumer reviews on the internet
Online blogs and forums
Editorial websites
Video portals
Social networking sites
51%
39%
37%
29%
24%
14%
12%
9%
6%
Online Research Funnel: Consumer Electronics
Q305: How did you first find out about the products / services you purchased in the last 24 months? Where did you start informing yourself? Q306a: And how did you collect intensive and deeper information about the products / services you purchased within the last 24 months? Q306b: How did you make your final decision (e. g. choosing the product, the brand)? Base: Respondents who purchased consumer electronics within the last 24 months and used online touchpoints in the research process on consumer electronics: initial research n=474, intense research n=317, final decision n=175
Search engines are the most frequently considered online source for starting and intensifying research on consumer electronics
Online Touchpoints
44%
38%
32%
37%
30%
13%
12%
9%
7%
13%
19%
15%
22%
11%
2%
3%
10%
4%
Intensive Research
Final Decision
Initial Research
23 Source: Google, Vertical Deep Dive Finance, Belgium : May 2012 |
Sales clerk in shop
Information brochures
Friends and colleagues
Family members
TV – advertising/ commercial TV
Special magazines
Newspapers
TV – special television programs/shows
Special books
Radio
Offline Research Funnel: Consumer Electronics
Offline Touchpoints
Consultancy from trustable sources (sales staff, friends & family) is crucial for preparing buying decisions on consumer electronics offline
Intensive Research
Final Decision
Initial Research
57%
26%
28%
23%
9%
18%
13%
7%
15%
6%
52%
41%
28%
27%
24%
18%
14%
13%
12%
9%
56%
6%
12%
12%
1%
3%
2%
1%
2%
2%
24 Source: Google, Vertical Deep Dive Finance, Belgium : May 2012 |
Search Engine
Online shops of supplier/ retailer
Online shops of producers/ brands
Product or price comparison sites
Consumer reviews on the internet
Video portals
Editorial websites
Online blogs and forums
Social networking sites
Online Research Funnel: Entertainment
Among the online sources search engines play an outstanding role throughout the whole path to purchase for entertainment products
Online Touchpoints
Intensive Research
Final Decision
Initial Research
49%
30%
26%
21%
19%
16%
15%
12%
11%
42%
23%
29%
24%
20%
12%
18%
12%
9%
21%
17%
16%
13%
11%
11%
3%
2%
4%
Q305: How did you first find out about the products / services you purchased in the last 24 months? Where did you start informing yourself? Q306a: And how did you collect intensive and deeper information about the products / services you purchased within the last 24 months? Q306b: How did you make your final decision (e. g. choosing the product, the brand)? Base: Respondents who purchased entertainment products within the last 24 months and used online touchpoints in the research process on entertainment products: initial research n=416, intense research n=256, final decision n=163
25 Source: Google, Vertical Deep Dive Finance, Belgium : May 2012 |
Offline Research Funnel: Entertainment
Offline Touchpoints
Sales staff and information brochures create a first buzz; intensive research and final decision are driven by sales staff, family and friends
Intensive Research
Final Decision
Initial Research
Sales clerk in shop
Information brochures
Friends and colleagues
TV – advertising/ commercial TV
Family members
Radio
TV – special television programs/shows
Newspapers
Special magazines
Special books
37%
36%
31%
25%
21%
19%
19%
18%
17%
9%
34%
23%
32%
17%
24%
11%
10%
12%
10%
8%
44%
8%
12%
5%
18%
3%
1%
1%
3%
1%
Q305: How did you first find out about the products / services you purchased in the last 24 months? Where did you start informing yourself? Q306a: And how did you collect intensive and deeper information about the products / services you purchased within the last 24 months? Q306b: How did you make your final decision? Base: Respondents who purchased entertainment products within the last 24 months and used offline touchpoints in the research process on entertainment products: initial research n=332, intense research n=323, final decision n=279
26 Source: Google, Vertical Deep Dive Finance, Belgium : May 2012 |
Search Engine
Online shops of supplier/ retailer
Online shops of producers/ brands
Product or price comparison sites
Consumer reviews on the internet
Editorial websites
Video portals
Online blogs and forums
Social networking sites
Online Research Funnel: Garden Equipment
Search engines crucial for initial and intense research – for preparing final decisions online shops and comparison sites are most influential
Online Touchpoints
Intensive Research
Final Decision
Initial Research
45%
33%
32%
16%
12%
11%
10%
10%
8%
39%
27%
30%
22%
16%
11%
5%
8%
9%
14%
20%
21%
21%
12%
2%
5%
3%
2%
Q305: How did you first find out about the products / services you purchased in the last 24 months? Where did you start informing yourself? Q306a: And how did you collect intensive and deeper information about the products / services you purchased within the last 24 months? Q306b: How did you make your final decision (e. g. choosing the product, the brand)? Base: Respondents who purchased garden products within the last 24 months and used online touchpoints in the research process on garden products: initial research n=299, intense research n=197, final decision n=111
27 Source: Google, Vertical Deep Dive Finance, Belgium : May 2012 |
Offline Research Funnel: Garden Equipment
Offline Touchpoints
The sales staff is the dominant information source for offline research on garden equipment - brochures and WOM contribute as well
Intensive Research
Final Decision
Initial Research
Sales clerk in shop
Information brochures
Friends and colleagues
Family members
Special magazines
TV – advertising/ commercial TV
Newspapers
TV – special television programs/shows
Special books
Radio
48%
37%
18%
18%
18%
14%
11%
10%
9%
6%
52%
34%
21%
24%
14%
8%
11%
7%
12%
5%
52%
10%
9%
13%
4%
1%
2%
3%
2%
2%
Q305: How did you first find out about the products / services you purchased in the last 24 months? Where did you start informing yourself? Q306a: And how did you collect intensive and deeper information about the products / services you purchased within the last 24 months? Q306b: How did you make your final decision? Base: Respondents who purchased garden products within the last 24 months and used offline touchpoints in the research process on garden products: initial research n=282, intense research n=259, final decision n=267
28 Source: Google, Vertical Deep Dive Finance, Belgium : May 2012 |
Search Engine
Online shops of producers/ brands
Online shops of supplier/ retailer
Product or price comparison sites
Social networking sites
Consumer reviews on the internet
Editorial websites
Video portals
Online blogs and forums
Online Research Funnel: Clothing & Accessories
Search engines and online shops are the predominantly used online sources in the path from research to purchase on clothing
Online Touchpoints
Intensive Research
Final Decision
Initial Research
42%
37%
33%
16%
11%
10%
9%
9%
9%
37%
31%
34%
20%
7%
15%
10%
5%
8%
16%
21%
23%
14%
3%
3%
5%
8%
6%
Q305: How did you first find out about the products / services you purchased in the last 24 months? Where did you start informing yourself? Q306a: And how did you collect intensive and deeper information about the products / services you purchased within the last 24 months? Q306b: How did you make your final decision (e. g. choosing the product, the brand)? Base: Respondents who purchased clothing & accessories within the last 24 months and used online touchpoints in the research process on clothing & accessories: initial research n=463, intense research n=298, final decision n=169
29 Source: Google, Vertical Deep Dive Finance, Belgium : May 2012 |
Offline Research Funnel: Clothing & Accessories
Offline Touchpoints
Offline research on clothes starts in a shop or via brochures, family and friends gain importance for intensive research and decision making
Intensive Research
Final Decision
Initial Research
Sales clerk in shop
Information brochures
Friends and colleagues
Family members
TV – advertising/ commercial TV
Special magazines
Newspapers
TV – special television programs/shows
Special books
Radio
42%
41%
23%
22%
17%
16%
15%
11%
8%
7%
44%
9%
14%
18%
2%
4%
1%
2%
1%
1%
44%
30%
24%
24%
9%
17%
10%
6%
8%
3%
Q305: How did you first find out about the products / services you purchased in the last 24 months? Where did you start informing yourself? Q306a: And how did you collect intensive and deeper information about the products / services you purchased within the last 24 months? Q306b: How did you make your final decision? Base: Respondents who purchased clothing & accessories within the last 24 months and used offline touchpoints in the research process on clothing & accessories: initial research n=455, intense research n=395, final decision n=415
30 Source: Google, Vertical Deep Dive Finance, Belgium : May 2012 |
Search Engine
Online shops of supplier/ retailer
Online shops of producers/ brands
Product or price comparison sites
Consumer reviews on the internet
Editorial websites
Online blogs and forums
Social networking sites
Video portals
Online Research Funnel: Home Furnishings
High variety of online sources considered for information about furniture – search engines are the top source for initial and intense research
Online Touchpoints
Intensive Research
Final Decision
Initial Research
38%
37%
30%
22%
17%
12%
12%
9%
8%
33%
32%
32%
29%
21%
11%
13%
6%
12%
11%
21%
17%
20%
8%
2%
9%
2%
6%
Q305: How did you first find out about the products / services you purchased in the last 24 months? Where did you start informing yourself? Q306a: And how did you collect intensive and deeper information about the products / services you purchased within the last 24 months? Q306b: How did you make your final decision (e. g. choosing the product, the brand)? Base: Respondents who purchased home furnishings within the last 24 months and used online touchpoints in the research process on home furnishings: initial research n=254, intense research n=176, final decision n=101
31 Source: Google, Vertical Deep Dive Finance, Belgium : May 2012 |
Information brochures
Sales clerk in shop
Friends and colleagues
Family members
Special magazines
TV – advertising/ commercial TV
Newspapers
TV – special television programs/shows
Radio
Special books
Offline Research Funnel: Home Furnishings
Offline Touchpoints
Offline research on furniture starts with brochures and sales staff – sales staff most important for ongoing research and decision-making
Intensive Research
Final Decision
Initial Research
41%
39%
23%
22%
20%
19%
13%
12%
11%
6%
26%
46%
23%
23%
14%
10%
13%
9%
6%
8%
12%
42%
8%
22%
5%
2%
2%
2%
1%
1%
Q305: How did you first find out about the products / services you purchased in the last 24 months? Where did you start informing yourself? Q306a: And how did you collect intensive and deeper information about the products / services you purchased within the last 24 months? Q306b: How did you make your final decision? Base: Respondents who purchased home furnishings within the last 24 months and used offline touchpoints in the research process on home furnishings : initial research n=244, intense research n=230, final decision n=220
32 Source: Google, Vertical Deep Dive Finance, Belgium : May 2012 |
Wrap up Research Behaviour
1 High information needs across all categories: the majority of the shoppers research prior to purchase, online research widely spread with differing intensity
2 A variety of different information sources – online as well as offline sources – are considered in the single stages of the research process on retail products
3 Online sources are particularly strong in the initial as well as the intensive research phases – final decisions are predominately supported by offline sources
4 Among the online information sources search has an outstanding position ahead of other sources such as online shops, comparison sites and consumer reviews
5 Among the offline sources sales stuff and information brochures often create first awareness; trust (WOM with family & friends, sales staff) is driving final decisions
6 Online research impacts offline sales: the vast majority of the shoppers who researched online made their purchase offline (60-80% per category)
33 Source: Google, Vertical Deep Dive Finance, Belgium : May 2012 |
Management Summary
1 Offline shopping is the prevailing purchase method in the retail categories under analysis – however, visible growth potential for online in the future
2 Online research drives offline sales: online research prior to offline purchase is very popular across all categories (ROPO effect)
3 Accordingly presence in the online research process is crucial for relevance in the offline purchase process
4 In the online research process search is the dominant tool for initial and intensive research: search creates awareness and navigates to relevant sources
5 Presence on search engines enables presence in the online research process and subsequently relevance for the offline purchase
34 Source: Google, Vertical Deep Dive Finance, Belgium : May 2012 |
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