staying at home is not an option: helping merchants boost cross-border e-commerce sales
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The world is your address
WWV2013_23/11/2013_12:15_Logistiek & Fulfilment theather_Asendia - Staying at home is not an option
The world is your address
Staying at home is not an optionAgenda
1. The Distance Selling / e-Commerce market in Europe2. Cross border opportunities in Europe3. Drivers and barriers / customers requirements4. Opportunities in Switzerland and France5. Focus on the French market6. Asendia network
WWV2013_23/11/2013_12:15_Logistiek & Fulfilment theather_Asendia - Staying at home is not an option
The Distance Selling/E-Commerce market in Europemarket definition - the distance selling industry
Online (e-shop)
Business to Consumer Business to Business
Domestic Cross Border
B2C Mail B2C ParcelIntegrates both channels and provides the most competitive delivery option depending on weight and/or value
Consumer’s perspective - any order made in an e-shop from a non domestic retailer.
DISTANCE SELLING
Mailings / Catalogues
T-Commerce Direct sellingMobile
e-Commerce
1 2 3 4 5 6
WWV2013_23/11/2013_12:15_Logistiek & Fulfilment theather_Asendia - Staying at home is not an option
Global E-Commerce is growing rapidlyEurope is the largest market
Source: EMOTA/IMRG2012
1 2 3 4 5 6
UK; 90
France; 46
Germany; 45
Scandinavia; 29
Austria/Switzerland; 17
Benelux; 15
Spain; 11
Russia; 10
Italy; 10
Eastern Europe; 15
Other; 12
Source: EMOTA, 2012
WWV2013_23/11/2013_12:15_Logistiek & Fulfilment theather_Asendia - Staying at home is not an option
European E-Commerce revenue by country in 2012three main markets UK, France, Germany (€ Bn) 1 2 3 4 5 6
WWV2013_23/11/2013_12:15_Logistiek & Fulfilment theather_Asendia - Staying at home is not an option
Top 50 e-Merchants in 2011only 4 countries represented in the top 20
Ranking Country Online revenue (growth) in m€
Average cart value
Conversion rate
Ranking Country Online revenue (growth) in m€
Average cart value
Conversion rate
1 Amazon USA 12,917 (+38.00%) 90 € 6.30%26 The Carphone Warehouse UK 569 (+21.83%) 125 € 1.50%
2 Otto Group Germany 4,800 (+25.13%) 178 € 2.80%27 Weltbild Publishing Group Germany 545 (+17.82%) 120 € 2.50%
3 Tesco Stores UK 4,219 (+10.96%) 150 € 10.00%28 Migros-Genossenschafts Bund
Switzerland 539 (+1.81%) 139 € 3.17%
4 Staples USA 2,790 (+2.20%) 430 € 9.50%29 Play.com UK 530 (+10.42%) 50 € 8.50%
5 PPR France 2,780 (+20.87%) 88 € 2.10%30 Komplett Norway 526 (+1.08%) 200 € 2.27%
6 Home Retail Group UK 2,570 (+18.33%) 250 € 2.00%31 Darty.com France 518 (+15.88%) 340 € 2.30%
7 Shop Direct Group UK 1,630 (+8.87%) 90 € 3.00%32 Medion Germany 515 (+25.61%) 550 € 1.90%
8 Apple USA 1,360 (+28.00%) 85 € 1.10%33 Conrad Holding Germany 500 (+3.09%) 150 € 5.50%
9 Cdiscount France 1,348 (+14.24%) 110 € 4.30%34 Baur Versand Germany 499 (+59.52%) 100 € 2.50%
10 3 Suisses France 1,300 (+10.17%) 150 € 3.20%35 Wehkamp Netherlands 488 (+10.66%) 250 € 2.90%
11 Sainsburys UK 1,207 (+20.48%) 106 € 15.00%36 Delticom Germany 480 (+14.039%) 265 € 1.49%
12 Dixons Stores Group UK 1,017 (-8.52%) 300 € 2.00%37 Kingfisher UK 466 (+27.04%) 145 € 1.65%
13 Carrefour France 990 (+3.13%) 110 € 2.85%38 K-Mail Order Germany 432 (+15.20%) 90 € 2.00%
14 Vente Privée France 941 (+27.16%) 85 € 2.00%39 ASOS UK 410 (+27.75%) 95 € 2.40%
15 Next UK 928 (+38.51%) 130 € 2.70%40 E.Leclerc France 405 (+0.37%) 100 € 2.20%
16 John Lewis UK 905 (+26.85%) 120 € 5.70%41 Metro Group Germany 402 (+236.40%) 170 € 1.80%
17 ASDA UK 859 (+9.54%) 85 € 8.50%42 Privalia Spain 400 (+137.83%) 50 € 0.50%
18 Neckermann Grupper Germany 799 (+10.00%) 140 € 2.80%43 GetGoodGermanys.de Germany 400 (+33.33%) 160 € 2.40%
19 Marks & Spencer UK 789 (+11.56%) 100 € 4.30%44 Musikhaus Thomann Germany 390 (+6.85%) 100 € 2.40%
20 Comet Group UK 785 (+17.09%) 195 € 2.04%45 Findel UK 386 (-2.59%) 110 € 2.15%
21 Ocado UK 776 (+16.60%) 120 € 9.00%46 Hewlett-Packard USA 381 (+5.54%) 750 € 0.20%
22 MediaShopping.it Ita 740 (+8.82%) 400 € 3.00%47 N Brown Group UK 380 (+18.12%) 110 € 6.00%
23 eBuyer UK UK 724 (+27.53%) 300 € 2.00%48 Bol.com Netherlands 376 (+18.24%) 110 € 2.35%
24 Dell USA 719 (+0.84%) 640 € 1.00%49 Cyberport Germany 364 (+34.97%) 340 € 2.00%
25 Misco UK 688 (+9.03%) 430 € 3.40%50 LVMH France 359 (+19.67%) 480 € 1.80%
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WWV2013_23/11/2013_12:15_Logistiek & Fulfilment theather_Asendia - Staying at home is not an option
UK
Franc
e
Germ
any
Scand
inav
ia
Austri
a / S
witzer
land
Benel
ux
Spain
Italy
Easte
rn E
urop
e0%
5%
10%
15%
20%
25%
30%
14%
22%
27%
14%
18%
12%
20% 19%
27%
Average European growth
Source: EMOTA, 2012
E-Commerce growth by country in 2012two digits figures everywhere !
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Source: TNS, Flash Eurobarometer 331, 2012
Cross-border opportunities in Europe% of retailers selling in at least one other EU country 1 2 3 4 5 6
61% of transactions failed because traders refusedto serve the consumers country (EC survey – 2010)
WWV2013_23/11/2013_12:15_Logistiek & Fulfilment theather_Asendia - Staying at home is not an option
UK France Germany Scandinavia Benelux Spain Italy Eastern Europe0%
5%
10%
15%
20%
25%
EUaverage2011
Source: Eurostat 2011
Cross-border opportunities in Europe% of consumers buying online from another country
1 2 3 4 5 6
40% of European customers purchase on line, only 10% make their purchase from another country (EC survey – 2010)
WWV2013_23/11/2013_12:15_Logistiek & Fulfilment theather_Asendia - Staying at home is not an option
Cross-border opportunities in Europecontinued growth potential
• Almost a quarter of persons aged 16-74 in the EU27 have never used the internet• Online is a way of life in Europe’s largest economies
Source: Emota
% of individuals who have never used the internet, 2011
1 2 3 4 5 6
WWV2013_23/11/2013_12:15_Logistiek & Fulfilment theather_Asendia - Staying at home is not an option
Challenges - Europe cultural and legislative
◙ 27 countries in the European Union
◙ Own customs and tax authorities
◙ 23 official languages
◙ Plus Norway and Switzerland
◙ One single currency (Euro) & other currencies (GBP, SEK, NOK, CHF)
◙ A single EU customs territory with ‘no borders’, but…separate tax rules and regulations
1 2 3 4 5 6
WWV2013_23/11/2013_12:15_Logistiek & Fulfilment theather_Asendia - Staying at home is not an option
Drivers and barriersreasons for/against cross border shopping
Source: IPC Cross border e-commerce report 2010
Main drivers for cross-border on-line shopping
Main barriers for cross-border on-line shopping
1. Pricelower prices, compare prices, better price due to lower taxes and exchange rates
1.No needCan find everything I need in my own country
2. Exclusive productsNot sold in own country
2. Lack of trustQuality of goods, not confident in receiving goods, warranty
3. Wider range of products 3. Possible high delivery costs
4. ConvenienceAny time of the day
4. Complicated & long return processes
1 2 3 4 5 6
WWV2013_23/11/2013_12:15_Logistiek & Fulfilment theather_Asendia - Staying at home is not an option
What consumers requirevalue for money, certainty, predictability and information 1 2 3 4 5 6
Low shipping prices
Easy to compare (clear format, local currency) to simplify the decision process
No additional cost is a major requirement = total cost transparancy
Make the customer "feel at home"
Not always the fastest services, but reliable on-time delivery is the key
A customer will wait an extra day if the product they want is not found locally
BUT : the delivery promise must be kept
Full integration of the tracking data in the web portal, proactive notification of delivery
Simply and clear return process
Value for money
Certainty
Predictability
Information and trust
WWV2013_23/11/2013_12:15_Logistiek & Fulfilment theather_Asendia - Staying at home is not an option
France and SwitzerlandFrance 3rd market in Europe / Switzerland a niche market
Revenue generated by e-commerce in FranceIn billion euros
2005 2006 2007 2008 2009 2010 2011
8.411.6
15.6
20
25
31
37.7
+25%
+24%
+22%
€37.7bn
€42.9bn
E-COMMERCE
TOTAL DISTANCE SALES
CHF5.3bn
TOTAL DISTANCE SALES
CHF4.2bn
TOTAL ONLINE SALES
2008 2009 2010 2011
4.65
4.85
5.1
5.3
+4%
Revenue generated by e-commerce in SwitzerlandIn billion Swiss Francs
1 2 3 4 5 6
= € 4.3 Bn
= € 3.4 Bn
WWV2013_23/11/2013_12:15_Logistiek & Fulfilment theather_Asendia - Staying at home is not an option
French market Summary – key points
The French Distance Selling market is:
• Annual growth over 20%• Total revenue to double by 2015
Growing fast
• Pre-payment, low returns, strategic position• Confident and loyal consumers
Easy to access
• Printed catalogs generates more online purchases
Very much attached to printed mail
KEEPIN
MIND
1 2 3 4 5 6
WWV2013_23/11/2013_12:15_Logistiek & Fulfilment theather_Asendia - Staying at home is not an option
French market French consumers – Key figures
• 30.7 million buyers
• 13.7 transactions per buyer per year
• Average amount per transaction: 90 €
• 1688 € spend per year per buyer
1 2 3 4 5 6
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French web-users do not hesitate to buy online, but their loyalty depends on their purchasing experience
51% 66.5%of e-buyers will buy
again from the same website if
they are satisfied with their 1st
purchase
of web-users truste-commerce
websites(+2% vs. 2010)
96%of e-buyers are
satisfied with the online purchases
they made in the last 6 months
French e-buyers are generally confident and loyal.
French marketa market with loyal customers
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WWV2013_23/11/2013_12:15_Logistiek & Fulfilment theather_Asendia - Staying at home is not an option
French marketE-buyers delivery requirements in France
• 90% of e-buyers consider it useful, or even essential for 38% to have the choice between several delivery options*
• Localness is the first criterion of choice for a pick-up location
*IFOP Barometer of parcel delivery brand awarenessSeptember 2011 – on the basis of 486 e-buyers
1 2 3 4 5 6
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French marketFocus on So Colissimo service
A MULTIPLE-CHOICE DELIVERY SERVICE IN 48 HOURS AT HOME OR ALTERNATIVE PICK-UP LOCATIONS IN METROPOLITAN FRANCE
With or without signature, according to your choice
HomeFor parcels up to 30kg
Outside the homeWith parcel storage for 10 working days – For parcels < 20kg
5,500 convenience stores in La Poste Group's PICKUP network
Choice of 10,000 La Poste collection points (Post office, delivery agency….)Home delivery by appointment in the
evening between 17.00 and 21.30 (in Paris)
33 self-service locker stations,available 24/7
1 2 3 4 5 6
WWV2013_23/11/2013_12:15_Logistiek & Fulfilment theather_Asendia - Staying at home is not an option
French marketexamples of e-merchants using So Colissimo 1 2 3 4 5 6
WWV2013_23/11/2013_12:15_Logistiek & Fulfilment theather_Asendia - Staying at home is not an option
French market The importance of mail as a media
Printed mailings and catalogues are a popular and effective way of prospecting the French market and building French consumers' loyalty.
Despite the explosion of e-communication, traditional printed mail remains an effective media channel in France.
of French people that receive addressed mail read it or take a look at it
25% of French Distance Buyers would stop ordering if they were not sent a catalog
"Would you keep buying online if you did not receive a printed catalog?"
No, probably not
Yes, definitely
Yes, maybe
56%
25%
19%
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WWV2013_23/11/2013_12:15_Logistiek & Fulfilment theather_Asendia - Staying at home is not an option
French market The importance of mail as a media
A few examples of printed mailing campaigns sent by pure players:
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WWV2013_23/11/2013_12:15_Logistiek & Fulfilment theather_Asendia - Staying at home is not an option
French market The importance of mail as a media
Even catalogs and magazines!
An e-buyer who receives a printed catalog is twice as likely to make an online purchase
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WWV2013_23/11/2013_12:15_Logistiek & Fulfilment theather_Asendia - Staying at home is not an option
Asendia networkour new global mail solutions company
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WWV2013_23/11/2013_12:15_Logistiek & Fulfilment theather_Asendia - Staying at home is not an option
Asendia networkDistance selling value chain
Following up and securing shipments
Tracking, Value-added servicesB2C ParcelColissimo
Reverse Logistics (return solutions)
IBRS/IBRS+Post test
Advice on customs issues
Identifying potential customersConsultancy, targeting, prospection, data management Web deduplication, rental, Address Doctor check and control addressesData management via MDS (back issue service, telesales)
Distributing mailingsMailings and catalogues, response managementDestineo Mail / IntegralPriority MailBusiness Reply ServiceAlliage Massenpost A or B destination CH Unsorted to fully coded and sortedLocal look mailingsIDM mailings
Managing ordersStorage, order processing, packaging,
shippingFulfilment,
PackstreamColissimo
B2C Parcel
DevelopmentPlanning
OptimisationLoyalty building
Creating communication & building loyaltyPlanning, technical support, manufacturingDestineo PrintGlobaddress RentalGlobaddress OptimisAddress Doctor
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WWV2013_23/11/2013_12:15_Logistiek & Fulfilment theather_Asendia - Staying at home is not an option
Asendia networkfacilitating cross-border e-Commerce : B2C parcel
2012 – 2013...
• Combining shared parcels networks
• Swiss Post, La Poste network with postal partners for home delivery
• Using the DPD parcels services in certain countries
• One cohesive network
• Designed for packet and parcel delivery across Europe
• Extension into the US and Asia
ASIA
USA
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THANK YOU
FOR YOUR ATTENTION
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