gfk webinar 2017-11-21€™s footprint on the swedish market ... retail research via client centric...

© GfK 2017 | Amazon Webinar 2017-11-21 1

Amazon’s footprint on the Swedish market

GfK Webinar – 2017-11-21

[email protected] [email protected] [email protected]


Introduction

GfK

1

Q&A

3 How can GfK

track Amazon

Amazons Swedish

footprint

2

Amazons footprint on the Swedish market

GfK Webinar

© GfK 2017 | Amazon Webinar 2017-11-21


GfK

Growth from knowledge Trusted for quality

– for more than 80 years

Consumer and

retail research

via client

centric tools

and Systems

100+ countries

13,000+

passionate

experts

As thought

leaders, we

produce and

deliver valuable

insights to our

clients

© GfK 2017 | Amazon Webinar 2017-11-21 4 © GfK 2017 | Power to the iBrains

The tool –

Consumer Wallet

is revolutionary


Transaction_Date Transaction_OriginalDescription Transaction_Amount

2016-12-14 DALVIKS PIZZERIA JONKOPING -85.00

2016-12-16 AMAZON.UK PAYMENTS AMAZON.CO.U -938

2016-12-13 ALI*aliexpress.com HANGZHOU -25

2016-12-14 MAX LUND2 LUND -159

2016-12-16 SF BIO FILMSTADEN VE -130.00

2016-12-15 Nordic Sea Hote -432.00

2016-12-16 RUSTA BROMMA BLOCKS -30.00

2016-12-16 UNIVERSEUM AB -555

2016-12-18 SPOTIFY Spotify -99

2016-12-14 Amazon *Mktplce -253

Weighting of results to total

Swedish population 18-64

yrs

Privacy (GDPR)-secured

processing of data & data

modeling

Classification to category &

company industry

hierarchy

50,000 fully anonymous

consumers in sample

Credit card and online

transactions estimated to

be >95% of total spend

Demographics:

gender, age and income

How it works


Amazon in Sweden

the last 12 months …536 000

unique Swedish

consumers

Källa: GfK Consumer Wallet

…average

spend 1500

SEK

…215 000

purchases per

month

…over

2 500 000

purchases


… 4,8

purchases per

consumer

…9%

penetration

in GfK

Consumer

wallet

…average

purchase 312

SEK


What’s driving

Amazon’s growth

+8% 536’ +11% 4,8 -9% 312

Consumers Frequency Av purchase

+10%



Shopping

behaviour and

loyalty

…4 out of 10

Amazon

customers in Q3

where also

customers in Q2

…25% of the

Amazon

customers in

September was

new customers

(past 12 months)

…1 out of 3

Amazon

customers in

September had

more than one

transaction




are men

from major urban areas

from Stockholm

18-29 years

30-39 years

40-49 years

70%

60%

38%

50-64 years

27%

15%

31%

27%

Who is the

Amazon customer



Entertainment

Transportation

P2P

Travel

Online shopping

Gadgets



Low price

Where are the Amazon

customers spending

their money


Reflections and

consequences


How many of Your

customers are Amazon

customers today?

(in ´000s)

Spotify

Webhallen

Systembolaget

IKEA

H&M

Blocket Kjell & co

135 EasyPark Stockholms Länstrafik

ONLINE

Companies

OFFLINE

Companies


172

186

261

338 482

429

370

331

251

Netflix


Strong AMZ

portfolio of

unique

products:

Amazon Echo,

kitchen utensils

and more…

Own

Media

Content

Prime Loyalty

Shortened AMZ

delivery time,

for sure!


Amazon touchdown in

the Nordics…

Almost 50%

of US

E-commerce Over 50%

penetration in

UK

(Prime 25%)

UK growth

driven by

frequency

(Prime also in

penetration)

Amazon will

increase loyalty

and gain

more

customers –

From who?


Strong AMZ

portfolio of

unique

products:

Amazon Echo,

kitchen utensils

and more…

Own

Media

Content

Prime Loyalty

Shortened AMZ

delivery time,

for sure!

Price war?!

(or just a

battle?)


Partner

For

Win-Win?!

Amazon touchdown in

the Nordics…

Amazon will

increase loyalty

and gain

more

customers –

From who?


Q&A

3

Amazons footprint on the Swedish market

GfK Webinar



1

Three key

findings…

2

3

The typical Amazon customer today is a mid-aged urban man

1 out of 10 in GfK Consumer Wallet is already an Amazon customer

The Nordic Amazon launch will affect your business



What’s next?

What now?


Amazon’s footprint on the Swedish market

GfK Webinar – 2017-11-21

[email protected] [email protected] [email protected]

gfk webinar 2017-11-21€™s footprint on the swedish market ... retail research via client centric...

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