Press Release March 18 rd, 2015

Transcription

1 Press Release March 18 rd, 2015 Press Contact: Renaud Pijselman iventures Consulting +(415) eshopper Index 2015: Analysis and ranking of 111 leading s E-Commerce ecosystems through 250 criteria before, during and after purchase San Francisco, CA, March 18 th, IVentures Consulting, a management consulting firm specialized in Digital Transformation, E-Commerce & Omnichannel, publishes today the third edition of its eshopper Index. The eshopper Index is the only index that analyzes and ranks E- Commerce performances of leading players all along the customer journey. The eshopper Index: Measures the performance of E-Commerce players "end to end" (before, during and after purchase) on their entire ecosystem (social media platforms, M-Commerce, E-Commerce site, Customer service, Delivery & Package, Omnichannel, Online marketing etc.) Compares and ranks 111 leading international and local brick & clicks and pure players from 8 sectors (Fashion, Luxury, Perfumes & Cosmetics, Multi-sector, Electronics, Books, Toys and Design & Furniture) and identifies the best and worst practices. For each analyzed player, the eshopper Index team: Ordered several products and then return them back. Contacted customer service through each possible channel (phone, mail, chat, click to call and social platforms). Analyzed the customer journey through 250 criteria along 14 sub-steps. TOP 20 1/5

2 What the Top 20 tells us: Retailers tend to confirm their strengths over brands: All top 5 players are retailers (wile there were 4 retailers and 1 brand in the 2014 eshopper Index ranking). 80% of the top 20 players are retailers (Vs. 48% of the total analyzed players). Only 20% of the top 20 players are brands. This 80/20 ratio was also observed in Bricks and clicks tend to catch up over pure players: 3 players in the top 5 are bricks & clicks (only 1 brick & click in 2014): Zalando and Amazon (pure players) have left the Top 5. 65% of the top 20 players are bricks and clicks, 35% are pure players. US / Europe take away US and European players are equal in the Top 20 ranking: 10 US players and 10 European players are in the Top 20 (4 FR, 5 UK, 1 German). European players tend to be better in providing: Delivery options to their customers (62% of European players provide 2 or more delivery options to their customers Vs. 36% for US). Pick up at home for product return (36% of European players Vs. 23% for US). Click & Collect in store (42% of European players with stores Vs. 36% for US). Reserve & Collect in store (12% of European players with stores Vs. 6% for US). Editorial & tips sections (63% of European players with stores Vs. 34% for the US). US players tend to be better in providing: Free delivery with or without minimal amount (94% of US players Vs. 68% for Europe). Longer window for product return (47% of US players allow product return after 30 days Vs. 11% for Europe). Wider availability of customer service: 80% of US players customer services are available on Sundays (Vs. 31% for Europe), 78% are open after 8PM (Vs. 25% for Europe) Personalization of website (17% of US players Vs. 9% for Europe) More return in store (67% of US players with stores Vs.44% for Europe). More exchange in store (56% of US players with stores Vs. 42% for Europe) In-store product availability feature on the site (42% of US players with stores Vs. 37% for Europe). In-store features on such as information, maps and promotional offers once shopper is in store (14% of US players with stores vs. 0 to 2% in Europe). Online magazines and blogs (66% of US players with stores Vs. 58% for Europe) and inspirational images (60% of US players with stores Vs. 44% for Europe). Sectors take away As in 2014, the Fashion sector emerges as the winner (50% of the top 20), followed by Multi-sector players such as John Lewis, Amazon, Macy s (20% of the top 20) and Luxury players (4 players in the top 20). There is potential optimization in Electronics (only 1 player in the top 20) and Perfumes & Cosmetics players (only 1 player in the Top 20). 2/5

3 Fashion Luxury Perfumes & Cosmetics Multi-sector Others (Electronics, Books, Toys, Design & Furniture) Strengths Inspirational images, blogs and online magazines (highlight of online help) Sophisticated merchandising Inspirational images, blogs and online magazines or blogs Sophisticated merchandising Editorial tips/ content (highlight of online help M-commerce App Product return time Omnichannel features (return in stores, click and collect, connected devices in store) M-commerce App Omnichannel features (return in stores and click and collect Weaknesses Omnichannel features (connected devices in stores ) M-Commerce App Authorized time frame for product return Omnichannel features (Click and collect, return in stores, connected devices in store) M-Commerce App Free product return Omnichannel features (click and collect and return in stores (highlight of online help) Quality of multiproduct presentation Quality of multiproduct presentation E-Commerce ecosystem evolution 81% of the analyzed players have partially changed (24%) or totally changed (57%) their website in the last 12 months. However, 56% of these players have decreased their rankings in the eshopper Index. Many companies tend to focus on design rather than satisfy eshopper s basic expectations (reassurance, omnichannel services etc.). 46% of the analyzed players have a specific UI for the US and Europe. The trend points to an increased number of region-specific UIs (+ 30% in 1 year). 3/5

4 6 trends emerge from the 2015 eshopper Index Product page: players are more and more transparent about product s components (Saks, Burberry, Kiehl s, Sephora etc ), country of origin (Zappos, Burberry, Gucci etc.) and pricing (Everlane s positioning Customers have the right to know what their products cost to make ). New features and contents are product video (32%) and availability of the product in store (30%). Mobile: M-Commerce App is now a reality with 50% of the players with an ios app (+6% Vs. 2014) and 37% on Android (+0% Vs. 2014). Mobile innovations mainly concern In-store features such as payment, special offers to be redeemed in store, In-store information (map, news, events., etc), contact a sales person etc. Editorial content: Editorial content creation (inspirational images, editorial/ tips sections and online magazine or blog) is key to generate E-Shop traffic. More than 50% of the analyzed players create editorial content. Inspirational images (Coach, Burberry etc.) and brand online magazines and blogs (such as Style Insider magazine by Harrods, etc.) are a priority in Luxury and Fashion sectors. Perfumes & Cosmetics tend to prefer beauty tips (Lancôme, L'Oréal Paris, Shiseido etc.) Retailers focus on reviews, recommendations and tips to customers through a consumer magazine or section (Auchan and Fnac). Delivery: New and faster delivery options tend to appear: 1-hour delivery (Amazon in NYC and Everlane in San Francisco), 3-hours delivery (Hermès in Paris), Amazon Locker in the US, Click and collect in 1 hour (Fnac), Reserve & collect in 1 hour (Barnes & Noble) etc. Personalization: Personalization based on purchase and browsing remains among the top trends, even though it is rarely proposed. It appears mostly on websites (13%), and remains rare on newsletters (8%) and (4%) Electronics and Multi-sector players are the most active (Amazon, Best Buy, Fnac, 3 Suisses etc.). American players are the most advanced, especially Amazon who continues to enjoy its first mover advantage Omnichannel: Omnichannel services such as Click & Collect (39% of players with stores), Return in store (52%) and Exchange in store (48%) are still must have, but less than half of the players have implemented these features. Omnichannel innovations concern features and services such as Book an appointment in store (19%), Reserve & collect (9%), Connected devices in store to check product availability and / or place an order (9%) as well as In-store features (ie. Mobile). The eshopper Index report is available on Slideshare at the following address: It is a comprehensive document of 140 pages that includes the 14 sub-steps of the eshopper journey: Rankings (Overall, by Sector, Omnichannel) 50 graphics & more than 200 key figures. Recommendations on the Basics", the "Differentiators" and "Goodies" for each sub-step. 40 detailed descriptions of best and worst practices with pictures. 4/5

5 About iventures Consulting iventures Consulting is a management consulting firm dedicated to digital transformation, E- Commerce and Omnichannel, founded in 2005 by Aurélia Ammour and Christophe Biget and based in Paris and San Francisco. iventures Consulting mainly works in the Fashion, Luxury, Cosmetics, Retail, Transport & Travel, Media and Entertainment sectors. For more information: 5/5