1. Understanding Consumer Behavior
For Online Purchases

2. Dr. Ashita
Aggarwal
Mark Salsberry
President, QuestionPro CXHead Marketing, SPJIMR

3. E-Commerce in India
● $16 billion in 2015
● 354 million users
● 34% five year CAGR

4. E-Commerce in India

5. ● Mobile access: Over 250 million
● Over half of the active users rural
● Over 16% of consumers online
● Nearly 20 million purchased online
Consumer Participation Online is Growing and
Changing

6. ● Over 90% research on phone
● Almost 54% purchased on phone
● Mobile commerce to reach $19b soon
New Channel Brings New Formats and New
Challenges

7. ● Over a third of Internet users 15-34
● Aspirational and fashion conscious
● Social and peer conformity
● Peak smartphone usage
Consumers are Young, Aspiring, and Tech-savvy

8. ● Ease of search
● Product assortment
● Free shipping
● Cash on delivery
What Drives Site Visits and Purchases?

9. Web Intercept Survey
● The ‘Why’ behind the ‘What’
● Trigger based on pages, time &
actions
● Integration with Google Analytics

10. E-Commerce is Altering
Expectations
“I will buy more if a
supermarket chain
guarantees me
check out in less
than 5 minutes.”
Online shopping turning consumers less
forgiving of bottlenecks of legacy
channels

11. E-Commerce is Altering
Expectations
“My wife helps me
decide on colour….
I buy.
Saves me time and
effort.”
Consumers growing accustomed to multi-
stage shopping

12. E-Commerce is Altering
Expectations
“I do not need those
(store) discounts where
prices are marked up
80% and then a 50%
discount is offered. I
have lost faith in these
discounts … Online
acha deal milta hai”
Consumers expecting to be treated as
rational, utility maximizing agents

13. Consumer Adaptation
Legacy
Channels
Multi-Channel
Exploration
Separate
Channels
Diversification
Indifference
Adaptation
Product assortment
Ease of search
Cash on delivery
Price
Free shipping
Reordering
Social media
Mobile focus
In the moment

14. In-The-Moment Surveys
● Capture in-the-moment feedback
● In-package or on-package feedback
invite
● Email or text XX days after product
arrival
● Text Message Auto-responder with
survey link or QR code
Text ‘survey’ to
99999

15. Detractor Recovery
● Issues resolved quickly ensures that
negativity does not spread
● Instant email notifications
● Prioritize with social data and score
● Resolution capture and automatic
escalation
Resolution
Captured &
Tracked
Dissatisfied
Customers on
Dashboard
Platform Escalates If
Unresolved in Specified
Timeframe
As many as 89% of consumers began doing
business with a competitor following a poor
customer experience. [RightNow]

16. Promoter Amplification
● Amplify the voice and value of your
Promoters
● Instant options to share experience or
like/follow brand
● Grow social media influence
● Dashboard tallies growth and reach
90% of online consumers trust recommendations
from people they know. [Nielsen]

17. Consumer Use of Reviews
Reviews
emphasizin
g product
features
Reviews
emphasizin
g
social
appeal
Reviews
emphasizin
g
user
experience

18. Consumer Use of Reviews
Reviews
emphasizing
product
features
Reviews emphasizing
social appeal
Reviews emphasizing
user expertise
FINDINGS
IMPLICATIONS
Men and women value these when purchasing electronics
Women value this more than men when purchasing fashion
Product features more important than advertising implies
Marketers must shed stereotypes online, or lose sway

19. Vital Trends: SEARCH
201320142015

21. Questions
?
questionpro.com/cx
@questionpro_in
webinar@questionpro.com
Dr. Ashita Aggarwal
ashita.aggarwal@spjimr.org
Mark Salsberry
mark.salsberry@questionpro.co
m