1 © GfK November 17, 2016 | Benchmark onderzoek Waardering Fashion webshops
Benchmark evaluation
fashion webshops An analysis of the online shopping experience when buying clothes or
shoes online.
GfK Consumer Experience / Fashion & Lifestyle
November 2016
2 © GfK November 17, 2016 | Benchmark onderzoek Waardering Fashion webshops
The aim of the research is to give online and
multichannel retailers insight in their position
within the domain of clothing and shoes. It shows:
• How they perform compared to competitors;
• Why clients choose for them;
• Which aspects of the webshops needs
improvement.
Background and goal of this study
GfK started this study for retailers and brands to gain insight in the evaluation of the purchase journey of
customers when buying clothes or shoes online.
3 © GfK November 17, 2016 | Benchmark onderzoek Waardering Fashion webshops
Set up and methodology
Method
Fieldwork
Sample
Online research
Evaluation of web shops offering fashion or shoes
August 2016
20.528 invites
5.390 Completes*
Response 26%*
GfK OnePanel
Men and women of 18 years and older
Representative for the Netherlands
on age, gender and region.
The respondents have been asked at which online retailer
they bought clothes or shoes for themselves or others in the
past 12 months. They only evaluated the website of a retailer
if they bought at that online retailer during the last 12 months.
The final result is based on the weighted averages that the
retailers have scored on the different touchpoints in the
purchase journey. For the overall performance, the degree of
importance of the different aspects for the buyers at the
specific retailers have been taken into account.
* Final sample: respondents
that bought clothes or shoes
online for themselves or others
in the past 12 months
4 © GfK November 17, 2016 | Benchmark onderzoek Waardering Fashion webshops
Topics in this study
Brand relations of online fashion and
shoe retailers
2 BRAND RELATION
Top reasons to shop at specific online
fashion and shoe retailers
5 REASONS TO
SHOP AT
RETAILER?
Awareness and consideration of
online fashion and shoe retailers
1
AWARENESS
Performance of online fashion and
shoe retailers on relevant aspects in
the purchase journey
4 PERFORMANCE
OF WEB SHOPS
Importance of different aspects in the
online purchase journey for fashion
and shoes
3 IMPORTANCE OF
ASPECTS
Reach, visit frequency and length of
visit for online fashion and shoe
retailers
6 ONLINE
BEHAVIOR
5 © GfK November 17, 2016 | Benchmark onderzoek Waardering Fashion webshops
Orientation
19 aspects in the online purchase journey fashion and shoes
Selection Transaction Delivery
• The website looks
attractive
• The website inspires
• The website is easy
to find
Service
• Delivery times are
acceptable
• There are enough
delivery options
(timewise)
• Delivery costs are
acceptable
• Clear information
about the delivery
• Website offers
enough selection
criteria
• Easy to find what I
am looking for
• Product information
is sufficient
• Website offers a wide
range of products
• The products are
properly shown
• The ordering process
is easy
• There are enough
payment methods
• There are enough
delivery options
(locationwise)
• Possible return
options
• Return costs are
acceptable
• Ways in which
customer service is
accessible
• The way I am treated
as a customer
6 © GfK November 17, 2016 | Benchmark onderzoek Waardering Fashion webshops
Retailers in evaluated in this study
Online retailers Omnichannel retailers Bol.com ANWB
Bon Prix C&A
Klingel Charles Vögele
Otto Coolcat
Wehkamp.nl De Bijenkorf
Zalando Didi
Esprit
H&M
HEMA
Miss Etam
MSmode
Nelson
O'moda
Scapino
Schuurman Schoenen
Steps
the Sting
vanHaren
WE Fashion
Zara
Ziengs
7 © GfK November 17, 2016 | Benchmark onderzoek Waardering Fashion webshops
Content of the report
1
2
3
4
Online Purchase Behavior Categories bought, by age
Funnel Awareness, consideration and brand relation
Importance Importance of 19 aspects, by age and gender
Performance Overall performance and performance on 19 aspects for 27 retailers
5
6
7
8
Positioning Position of 27 retailers on ‘easy to find products’ and ‘delivery costs’
Online Behavior Reach, visit frequency and length of visit of 27 online retailer in the past 6 months
Individual report Overview of results for your own website
Methodology & Contact
8 © GfK November 17, 2016 | Benchmark onderzoek Waardering Fashion webshops
Example: most important reasons to buy from this retailer segment 1
Retailer A Retailer B Retailer C Retailer D Retailer E Retailer F
19%
31%
29%
4%
7%
39%
24%
9%
8%
6%
2%
1%
1%
2%
3%
Price / salespromotion
Good experiences with this retailer
Reliabililty of the retailer
Product was only at this retailer available
Possibility to pick up / exchange in store
Quick delivery
No/low shipping costs
Possibility to pay afterwards
Easy to return
No/low return costs
Recommendation of family/friends/acquaintances
Because of the loyalty/saving program
Advertisements on tv/radio/newsletter/social media
Possibility to buy on credit
No specific reason
Other
48%
28%
11%
13%
1%
18%
8%
14%
9%
7%
4%
1%
1%
1%
8%
6%
24%
35%
21%
9%
1%
13%
7%
20%
14%
7%
3%
1%
3%
11%
5%
27%
23%
17%
20%
1%
11%
4%
20%
9%
6%
2%
2%
7%
12%
10%
25%
29%
22%
6%
1%
39%
7%
19%
13%
9%
1%
1%
1%
4%
4%
5%
33%
24%
15%
9%
1%
22%
32%
7%
13%
19%
3%
1%
4%
5%
D03: which of these are the 2 most important reasons for you to order clothes or shoes at this web shop? Base: bought online at this retailer in last 12 months
9 © GfK November 17, 2016 | Benchmark onderzoek Waardering Fashion webshops
Example: Performance report Retailer X
Knowing
Considering
Purchasing
Funnel - Gender Funnel - Age
<30 30-39 40-49 50-64 65+
Top 5 most important reasons to shop at Retailer X
Rank: # 17
5.64
1. Findability of site
2. Delivery options
3. Ordering process
Top 3 aspects Bottom 3 aspects
1. Inspiration
2. Assortment
3. Attractiveness
Overall Performance
43%63%
12% 22%
5% 12%
55% 60% 55% 50% 50%
20% 26% 19% 13% 11%
9% 13% 10% 6% 7%
7%
93%
Yes
No
46%
44%
43%
Inspiration
Buying
Deals
App usage
42%
37%
22%
21%
13%
Price
In-store pickup / return
Good experiences
Trustworthy
No / low return costs
Base: All consumers (n = 5.390)
Base: All consumers that
evaluated retailer X
(n=659)
5.6
5.7
5.5
5.6
5.5
5.8
5.9
4 5 6 7
Men
Women
<30
30-39
40-49
50-64
65+
5.65
10 © GfK November 17, 2016 | Benchmark onderzoek Waardering Fashion webshops
Deliverables en Investment
*) VAT excluded
The research “Benchmark evaluation of
fashion websops” offers the following:
What is the performance of my webshop
compared to others?
Why do my customers choose for me?
What are the USP’s of my competitors?
Which aspects in the shopper journey do I
have to improve in order to attract more
customers or increase the value per
customer?
The report will be personalized and is available
within 5 days.
Investment per participant: 5.900 Euro*.
Deliverables Investment
11 © GfK November 17, 2016 | Benchmark onderzoek Waardering Fashion webshops
Contact
12 © GfK November 17, 2016 | Benchmark onderzoek Waardering Fashion webshops
Your Contacts
Gino Thuij
Industry Lead Fashion & Lifestyle
+31 162 384252
The Netherlands
Lianne van der Wijst
Consultant Fashion & Lifestyle
+31 162 384118
The Netherlands
