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Evolution at Home, Revolution Abroad

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Pitney Bowes Ecommerce Study 2017 surveyed 1,200 retailers across eight countries and 12,000 consumers from 12 global markets. VP Georges Berzgal presents topline results from the study. Download the full Pitney Bowes Ecommerce Study 2017 via https://www.pitneybowes.com/us/campaign/ecommercereport2017.html

Publicado en: Tecnología
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Evolution at Home, Revolution Abroad

  1. 1. Presented on 12 October 2017, at Drapers Fashion Forum, London. Evolution at Home Revolution Abroad Georges Berzgal, Vice President, EMEA, Global Ecommerce Pitney Bowes
  2. 2. Research methodology Pitney Bowes | 2017 Global Ecommerce Report | October 2017 2 1,275 Retailers 8 Countries Conducted by IDC Research 12,000 Consumers 12 Markets Conducted by ORC Research UK FRANCE GERMANY AUSTRALIAINDIAJAPAN US CANADA CHINA HONG KONG SOUTH KOREA MEXICO
  3. 3. Our research is unique The first global ecommerce report to incorporate retailer and consumer insights, through the lens of both domestic and cross-border ecommerce Pitney Bowes | 2017 Global Ecommerce Report | October 2017 3 ConsumerSurveyRetailerSurvey Domestic Ecommerce Cross-Border Ecommerce
  4. 4. Amid an abundance of complex answers, this report seeks to answer a simple question: How can retailers grow? Pitney Bowes | 2017 Global Ecommerce Report | October 2017 4
  5. 5. 3 growth levers for retailers today Pitney Bowes | 2017 Global Ecommerce Report | October 2017 5 01 02 03 01 Take a cue (or two) from marketplaces. Optimising for the domestic market 02 Don’t rely on brand alone. Capturing near-border markets 03 Look like a foreigner, talk like a local. Expanding into global markets
  6. 6. Pitney Bowes | 2017 Global Ecommerce Report | October 2017 6 01 02 0301 Take a cue (or two) from marketplaces. Optimising for the domestic market
  7. 7. Pitney Bowes | 2017 Global Ecommerce Report | October 2017 7 Domestic Ecommerce is reaching maturity globally Change in online shoppers making ecommerce purchases daily or weekly, 2016-2017
  8. 8. Pitney Bowes | 2017 Global Ecommerce Report | October 2017 8 More than half of UK retailers seeing anaemic digital growth Yet most still look to expand via branded ecommerce site Increased 100% or more 1% Increased 25% to 99% 13% Increased 10% to 24% 21% Increased <10% or Decreased 64% 0% 25% 50% UK FR DE How European retailers plan to grow domestically, next 12 months Brick & mortar stores Own ecommerce site Online marketplaces Change in domestic ecommerce revenue, 2015-2016
  9. 9. Pitney Bowes | 2017 Global Ecommerce Report | October 2017 9 Consumers keen on marketplaces, while retailers hedge bets with site traffic generation 0% 20% 40% 60% 80% 100% Online marketplace Search engines Retailer's site Social media Mobile app Customer reviews Promo email AU CA FR DE IN JP UK US How consumers prefer to shop 0% 10% 20% 30% 40% 50% Add new site capabilities Increase site marketing/ demand gen Sell on marketplaces How retailers plan to grow
  10. 10. Pitney Bowes | 2017 Global Ecommerce Report | October 2017 10 UK retailers want to improve customer delivery experience and fulfil more flexibly 47% 41% 40% 36% 35% 33% Better customer delivery experience, e.g., more options, lower prices, on-time delivery, and order status visibility and alerts Use of store locations as point of distribution/fulfillment Fast, flexible, reliable execution cycles, i.e., order-received to order-picked to order-shipped Better sourcing and optimization of inventory and labor Better omni-channel inventory utilization—turns, sell-through, average unit retail Reduced total and per-order carrier costs using, e.g., volume discounts, negotiated rate structures, and optimal rate selection
  11. 11. Pitney Bowes | 2017 Global Ecommerce Report | October 2017 11 Because consumers really just want free shipping If they had to chose between ‘fast’ and ‘free’ 82% 82% 85% 82% 88% 69% 70% 51% 86% 60% 65% 86% UK FR DE AU CA CN HK IN JP MX SK US Free shipping with a longer delivery time Shipping at a cost with a shorter delivery time
  12. 12. Pitney Bowes | 2017 Global Ecommerce Report | October 2017 12 And returns are an obstacle to customer retention 48% Don’t return purchases because they don’t know how or it’s inconvenient.
  13. 13. Pitney Bowes | 2017 Global Ecommerce Report | October 2017 13 01 02 03 01 Take a cue (or two) from marketplaces. Optimising for the domestic market Takeaways:  Low cost shipping is both a conversion and profit driver.  Free is more important than fast shipping—so choose your carriers wisely.  End-to-end shipping management is a retail priority.
  14. 14. Pitney Bowes | 2017 Global Ecommerce Report | October 2017 14 01 02 0302 Don’t rely on brand alone. Capturing near-border markets
  15. 15. Pitney Bowes | 2017 Global Ecommerce Report | October 2017 15 Faced with hyper-competitive domestic markets, the majority of retailers have expanded cross-border 93% of retailers are planning or already operating cross-border GLOBAL UK FR DE Engaged today 62% 59% 57% 59% Plan to engage within 12 months 31% 34% 35% 31% Not engaged and no plans within 12 months 7% 7% 8% 10%
  16. 16. Pitney Bowes | 2017 Global Ecommerce Report | October 2017 16 Consumer adoption of cross-border ecommerce is growing in every country surveyed—at a rate of 6% globally.
  17. 17. Pitney Bowes | 2017 Global Ecommerce Report | October 2017 17 Comparing top reasons to sell vs buy cross border Retailers aligned with consumers in some areas
  18. 18. Pitney Bowes | 2017 Global Ecommerce Report | October 2017 18 For most retailers, “cross-border” means “near-border” Near-border: markets that are geographically or culturally close (Japan is an exception). Lines depict top 3 target markets for retailers in each country (excluding China, South Korea, and Mexico) Lines that curve away from the center of the chart indicate “near-border” priorities.
  19. 19. Pitney Bowes | 2017 Global Ecommerce Report | October 2017 19 Lower cost near-border shipping and D&T drive up AOV Cross-border AOV on average 17% higher than domestic AOV—though UK retailers lag average 17% 11% 26% 35% Retailers Globally UK Retailers FR Retailers DE Retailers
  20. 20. Pitney Bowes | 2017 Global Ecommerce Report | October 2017 20 01 02 03 02 Don’t rely on brand alone. Capturing near-border markets Takeaways:  Consumers don’t place as high a premium on brand—because domestic products are similar.  Operational execution is the key to near-border success: better/cheaper/faster shipping, more complete marketing and consumer care.
  21. 21. Pitney Bowes | 2017 Global Ecommerce Report | October 2017 21 01 02 0303 Look like a foreigner, talk like a local. Expanding into global markets
  22. 22. Pitney Bowes | 2017 Global Ecommerce Report | October 2017 22 Retailers’ focus on near-border markets may be missing large opportunities Cross-border Alignment Index: Comparing retailer prioritisation with consumer demand for each country’s products. Index does not consider consumer spending power and market entry challenges (next slide).
  23. 23. Pitney Bowes | 2017 Global Ecommerce Report | October 2017 23 The most challenging markets for retailers to enter China and the US vie for top spot CN US IN BR AU AR IT JP CA RU DE FR MX SK Retailers Globally UK Retailers CN US IN BR AU AR IT CA JP RU FR DE MX SK
  24. 24. Pitney Bowes | 2017 Global Ecommerce Report | October 2017 24 Barriers to new market expansion Exposure to customers, logistics, and marketplaces concern UK retailers the most 40% 37% 36% 33% 30% 27% 25% 16% 15% 0% Generating demand Shipping cost calculation Landed cost and compliance Marketplace storefront operations Returns Site localization Logistics Fraud/ risk mitigation Local payment integration Customer care
  25. 25. Pitney Bowes | 2017 Global Ecommerce Report | October 2017 25 Barriers to cross-border adoption among consumers Shipping costs and delivery time are most concerning to consumers in Asia- Pacific. Returns processes concern North American and European consumers most.
  26. 26. Pitney Bowes | 2017 Global Ecommerce Report | October 2017 26 Marketplaces are the market in Asia Consumers who make at least half of their online purchases via marketplaces CHINA 93% INDIA 93% SOUTH KOREA 79% JAPAN 84%
  27. 27. Pitney Bowes | 2017 Global Ecommerce Report | October 2017 27 The most successful cross-border retailers have a senior executive accountable
  28. 28. Pitney Bowes | 2017 Global Ecommerce Report | October 2017 28 01 02 03 03 Look like a foreigner, talk like a local. Expanding into global markets Takeaways:  Capitalise on brand awareness, but localise the channel. Translate and curate.  Sell where consumers shop: global marketplaces are key.  Diversify your carrier network: last-mile delivery isn’t the same as global delivery.
  29. 29. 3 growth levers for retailers today Pitney Bowes | 2017 Global Ecommerce Report | October 2017 29 01 02 03 01 Take a cue (or two) from marketplaces. Optimising for the domestic market 02 Don’t rely on brand alone. Capturing near-border markets 03 Look like a foreigner, talk like a local. Expanding into global markets
  30. 30. Intro to Pitney Bowes 97 years of refining and extending the craft of commerce 1920 Company Founded 2009 PB Global Ecommerce Launches 2015 PB acquires Borderfree 2017 Complete Cross-Border PB acquires Newgistics Mail Ship Identify Locate Communicate Go Global Technology & services for creating, sorting and sending mail Shipping solutions for multiple carriers and industries Enterprise customer information management Location intelligence solutions Customer engagement solutions for digital Cross-border ecommerce and logistics solutions L O N G E V I T Y + S C A L E + S T A B I L I T Y 1978 PBI Initial Public Offering (IPO)
  31. 31. Thank you! Email: georges.berzgal@pb.com Pitney Bowes | 2017 Global Ecommerce Report | October 2017 31

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