1 / 48

The State of Retailing Online 2013

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.

donal
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. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. The State of Retailing Online 2013 Sucharita Mulpuru, VP & Principal Analyst Forrester Research

  2. Online retail is the pawn that is now queen

  3. Online retail: double-digit growth

  4. Online November-December sales as a % of total web sales 15% year-over-year growth in 2012 over 2011 Source: Forrester Research

  5. Base: 60 retailers Source: State of Retailing Online 2013, a Shop.org study conducted by Forrester Research

  6. 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

  7. Agenda • Recap of 2012 • Implications for 2013 and beyond

  8. 1. “Mobile first”

  9. Total phone and tablet sessions: Holiday 2012 Source: Monetate(aggregated session data)

  10. 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

  11. Retailers seem to be a little gun-shy about hype Facebook Groupon

  12. 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

  13. 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

  14. 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

  15. This is the low-hanging fruit that still gets ignored

  16. Social is a tool more than a weapon

  17. 3. The last-mile obsession

  18. But the smart retailers are “castling”

  19. 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

  20. 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 %

  21. Agenda • Recap of 2012 • Implications for 2013 and beyond

  22. 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

  23. 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

  24. 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

  25. 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

  26. 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

  27. 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

  28. “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

  29. vs. a competitor “2-day shipping” 6 days away $13 $20 for next day!

  30. 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

  31. 2008 2010 2012 Flash sales Daily deals Subscriptions

  32. Curated commerce? Distributed commerce? Crowdsourced commerce?

  33. 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

  34. November 2012 December 2012 Source: Chase Paymentech Solutions

  35. 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

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

  37. 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…

  38. …so long as we see less of this

  39. Sucharita Mulpuru smulpuru@forrester.com Twitter: @smulpuru

More Related