The state of retailing online 2013
Sponsored Links
This presentation is the property of its rightful owner.
1 / 48

The State of Retailing Online 2013 PowerPoint PPT Presentation


  • 107 Views
  • Uploaded on
  • Presentation posted in: General

The State of Retailing Online 2013. Sucharita Mulpuru, VP & Principal Analyst Forrester Research. Online retail is the pawn that is now queen. Online retail: double-digit growth. Online November-December sales as a % of total web sales. 15% year-over-year growth in 2012 over 2011.

Download Presentation

The State of Retailing Online 2013

An Image/Link below is provided (as is) to download presentation

Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author.While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server.


- - - - - - - - - - - - - - - - - - - - - - - - - - E N D - - - - - - - - - - - - - - - - - - - - - - - - - -

Presentation Transcript


The State of Retailing Online 2013

Sucharita Mulpuru, VP & Principal Analyst

Forrester Research


Online retail is the pawn that is now queen


Online retail: double-digit growth


Online November-December sales as a % of total web sales

15% year-over-year growth in 2012 over 2011

Source: Forrester Research


Base: 60 retailers

Source: State of Retailing Online 2013, a Shop.org study conducted by Forrester Research


State of Retailing Online Study

  • 10 years+ of data gathered with the goal of benchmarking

  • A survey of retailers primarily drawn from the Shop.org and NRF community

  • Extensive details, typically long surveys, 50-100 respondents on average


Agenda

  • Recap of 2012

  • Implications for 2013 and beyond


1. “Mobile first”


Total phone and tablet sessions: Holiday 2012

Source: Monetate(aggregated session data)


US Mobile Commerce (excludes tablets) $B

Top M-Commerce Categories

Media

Consumer electronics

Apparel

Source: Forrester Research Mobile Commerce Forecast, 2012 to 2017 (US)

Note: Excludes tablet commerce and game/app downloads, auctions


Retailers seem to be a little gun-shy about hype

Facebook

Groupon


Which is why companies are actually thinking “site first”

Top Digital Initiatives for 2013 (# of Retailers Responding)

Source: State of Retailing Online 2013, a Shop.org study conducted by Forrester


2. “Holding out for a (social) hero”

“…And e-commerce will become increasingly important to Facebook, as it builds its recently launched Gifts business. The e-commerce platform—which lets users send goods, like…gift cards and cookies, to friends—poses a threat to Amazon, especially as Facebook adds more retail partners.”

Wall Street Journal, December 25, 2012


How did you learn about these special deals [from today’s purchase]?

Thanksgiving Weekend

Pre-Thanksgiving

Cyber Monday)

2011

2012

Source: Bizrate Insights/Forrester Holiday Shopping Flash Surveys, Q4 2011 and Q4 2012


This is the low-hanging fruit that still gets ignored


Social is a tool more than a weapon


3. The last-mile obsession


But the smart retailers are “castling”


That’s why “multichannel” still makes the list

Top Digital Initiatives for 2013 (# of Retailers Responding)

Source: State of Retailing Online 2013, a Shop.org study conducted by Forrester Research


26%

Sweden

16%

26%

Netherlands

UK

United States

Germany

15%

France

27%

10%

Base: 2,000 UK online adults, 2,000 Swedish online adults, 2,000 Dutch online adults, 2,000 German online adults, 2,065 Spanish online adults, 2,122 Italian online adults, 2,000 French online adults, n/a; Source: European Technographics Retail, Customer Experience, And Travel Online Survey, Q3 2010; North American Technographics Retail Online Survey, Q3 2009 (US)

Italy

Spain

12%

14%

%

= % of respondents who have purchased from online retailers outside the US

= % of respondents who have purchased from online retailers outside of Europe

%


Agenda

  • Recap of 2012

  • Implications for 2013 and beyond


What to expect moving forward

  • With mobile, it will get a lot worse before it gets better

  • Whatever is up Amazon’s sleeve will keep you up at night

  • Relentless innovation will continue

  • Be prepared for the party to end


Intent among men 18-34

Future “showrooming” intention

Less

4%

Less

4%

About the same

49%

More

47%

More

37%

Base: 187 male smartphone owners

About the same

59%

Intent among women 18-34

Less

2%

More

31%

Base: 942 smartphone owners

Q: Do you think you will use your smartphone to research prices more or less in the future?

About the same

67%

Source: Forrester-Aprimo Showrooming Research, October 2012

Base: 209 female smartphone owners


Q: Which of the following might have persuaded you to have purchased the product/brand you were researching on a smartphone while shopping in a physical store from the store or from its website. Please select all that apply. .

Base: 153 smartphone owners who purchased products at other stores or did not purchase

Source: Forrester-Aprimo Showrooming Research, October 2012


Q: In which categories were the products you were researching or checking prices on your smartphone while shopping in a physical store? Please select all that apply.

Base: 415 smartphone owners who recently researched prices in stores

Source: Forrester-Aprimo Showrooming Research, October 2012


What to expect moving forward

  • With mobile, it will get a lot worse before it gets better

  • Whatever is up Amazon’s sleeve will keep you up at night

  • Relentless innovation will continue

  • Be prepared for the party to end


Amazon’s global marketplace revenue dwarfs its profit

US$MM

Source: Forrester estimates; GMV=gross merchandise value, the total value paid by shoppers in a transaction


“How does your membership in a shipping club or program affect your shopping frequency?”

“Are you a member of a shipping club or program (i.e. Amazon Prime, Shoprunner or Williams-Sonoma Reserve)?”

N: 776 shipping club members

Source: Bizrate/Forrester Holiday Shopping Flash Surveys, Q4 2010, Q4 2011 and Q4 2012


vs. a competitor

“2-day shipping”

6 days away

$13

$20 for next day!


What to expect moving forward

  • With mobile, it will get a lot worse before it gets better

  • Whatever is up Amazon’s sleeve will keep you up at night

  • Relentless innovation will continue

  • Be prepared for the party to end


2008

2010

2012

Flash sales

Daily deals

Subscriptions


Curated commerce? Distributed commerce? Crowdsourced commerce?


What to expect moving forward

  • With mobile, it gets a lot worse before it gets better

  • Whatever is up Amazon’s sleeve will keep you up at night

  • Relentless innovation will continue

  • Be prepared for the party to end


November 2012

December 2012

Source: Chase Paymentech Solutions


Shopper saturation??

Deal fatigue??

% agreeing with statement: “I shopped in stores less because I shopped online instead.”

+10%

-5%

-8%

Base: online shoppers during Thanksgiving weekend

Base: pre-Thanksgiving online buyers

Source: Bizrate Insights/Forrester Holiday Shopping Flash Surveys, Q4 2010, Q4 2011 and Q4 2012


“…no one was hurt, but many were disappointed.”


Wrap up

  • Responsive design for now, the next chapter may take a little while to be written

  • Learn from the innovators, they are often just product features anyway

  • Be prepared for tougher times

  • But for physical stores, that’s actually good news…


…so long as we see less of this


Sucharita Mulpuru

[email protected]

Twitter: @smulpuru


  • Login