1© GfK October 17, 2017 | Online shopper journey evaluation - fashion webshops
GfK Fashion & Lifestyle
October 2017
Online shopper journey
evaluation - fashion webshopsAn analysis of the online shopping experience
of online clothing and shoes buyers.
2© GfK October 17, 2017 | Online shopper journey evaluation - fashion webshops
Heavy competition in the online fashion market
Online share in the fashion market is still growing.
So is the number of webshops available to
fashion shoppers.
The heavy competition makes customers more
demanding. They increasingly expect a
seamless shopping experience.
This development challenges online fashion
retailers to deliver a perfect shopping experience
in every step of the customer journey.
GfK offers essential insights for a better performance
GfK is a well-known provider of fashion market insights.
We serve fashion retailers and brands with insights on the
development of the fashion market and the online share within it.
In addition to this data, we now offer essential insights on the
evaluation of the shopper journey for 26 retailers offering
fashion online: pure players as well as omnichannel retailers.
The study gives an insight in the aspects that drive the choice
for a specific retailer when shopping fashion online. It shows the
performance of 26 retailers on these aspects. And it relates the
performance of the retailers to the relation that customers have
with these retailers, resulting in comparison of Brand Equity.
This results in useful insights for retailers on how to improve
their shopper journey performance. This will help retailers in
retaining loyal customers and attracting new shoppers.
3© GfK October 17, 2017 | Online shopper journey evaluation - fashion webshops
Answers to your
questions
How important
are the different
steps in the
online shopper
journey for
customers?
What are my
opportunities for
growth?
What do I need
to improve in
order to create a
perfect shopper
experience?
On which
aspects did I
improve my
performance
compared to
last year?
4© GfK October 17, 2017 | Online shopper journey evaluation - fashion webshops
Set up and methodology
Method
Fieldwork
Sample
Online research
Evaluation of web shops offering fashion or shoes
August 2017
5.750 Completes
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.
A total of 26 retailers are evaluated.
* Final sample: respondents
that bought clothes or shoes
online for themselves or others
in the past 12 months
5© GfK October 17, 2017 | Online shopper journey evaluation - 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
5REASONS TO
SHOP AT
RETAILER
Awareness and consideration of
online fashion and shoe retailers
1 AWARENESS &
CONSIDERATION
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
6© GfK October 17, 2017 | Online shopper journey evaluation - fashion webshops
Orientation
19 aspects in the online shopper journey for 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
7© GfK October 17, 2017 | Online shopper journey evaluation - fashion webshops
Retailers in evaluated in this study
Online only retailersBol.com
Bon Prix
Klingel
Otto
Wehkamp.nl
Zalando
Omnichannel retailersANWB
C&A
Coolcat
De Bijenkorf
Didi
Esprit
H&M
HEMA
Miss Etam
MSmode
Nelson
O'moda
Scapino
Schuurman Schoenen
Steps
the Sting
vanHaren
WE Fashion
Zara
Ziengs
8© GfK October 17, 2017 | Online shopper journey evaluation - fashion webshops
Deliverables en Investment
*) VAT excluded
The study “Online shopper journey evaluation-
fashion webshops” gives an answer to the
following questions:
What is the performance of my webshop compared
to others?
What is the development of my performance,
compared to last year?
Why do my customers choose 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?
What is my opportunity for growth, compared to
my competitors?
The report will be personalized and is available
within 5 days.
Investment per participant: 5.900 Euro*.
Deliverables Investment
10© GfK October 17, 2017 | Online shopper journey evaluation - fashion webshops
Your Contacts
Gino Thuij
Industry Lead Fashion & Lifestyle
+31 88 435 1531
The Netherlands
Lianne van der Wijst
Consultant Fashion & Lifestyle
+31 88 435 1580
The Netherlands
11© GfK October 17, 2017 | Online shopper journey evaluation - fashion webshops
Appendix: content of the report
12© GfK October 17, 2017 | Online shopper journey evaluation - fashion webshops
Content of the report
1
2
3
4
Online Purchase BehaviorCategories bought, by age
FunnelAwareness, consideration and brand relation
Importance Importance of 19 aspects, by age and gender
PerformanceOverall performance and performance on 19 aspects for 26 retailers
5
6
7
8
PositioningPosition of 26 retailers on ‘easy to find products’ and ‘delivery costs’
Online BehaviorReach, visit frequency and length of visit of 26 online retailers in the past 6 months
Individual reportOverview of results for your own web shop
(including App usage)
Methodology & Contact
13© GfK October 17, 2017 | Online shopper journey evaluation - fashion webshops
Example: most important reasons to buy from this retailersegment 1
Retailer A Retailer B Retailer C Retailer D Retailer E Retailer F
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
19%
31%
29%
4%
7%
39%
24%
9%
8%
6%
2%
1%
1%
2%
3%
Price / promotion
Good experiences with this retailer
Reliabililty of the retailer
Product was only available at this retailer
Possibility to pick up / return in store
Quick delivery
No/low shipping costs
Possibility to pay afterwards
Easy to return
No/low return costs
Recommended of family/friends/acquaintances
Because of the loyalty/savings program
Advertisements on tv/radio/newsletter/social media
Possibility to buy on credit
No specific reason
Other
14© GfK October 17, 2017 | Online shopper journey evaluation - fashion webshops
Example: Performance report Retailer X
Knowing
Considering
Preference
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 website
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
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
42%
37%
22%
21%
13%
Price/promotion
Good experiences
with retailer
Reliability
of the retailer
No / low return costs
Possibility to pick up
/ return in store
15© GfK October 17, 2017 | Online shopper journey evaluation - fashion webshops
20%
8%6%
15%
0%
5%
10%
15%
20%
25%
Reach (share of population that visited website in the last 6 months)
Reach
Website 1
Website 2
Website 3
Website 4
Etc.
Example: online behavior
1,2
2,01,8
1,5
0,0
0,5
1,0
1,5
2,0
2,5
Visit frequency (number of visits in the last 6 months)
Visit frequency
Website 1
Website 2
Website 3
Website 4
Etc.
4,5
2,3 2,1
5,0
0,00
1,00
2,00
3,00
4,00
5,00
6,00
Minutes per session
Duration of visit
Website 1
Website 2
Website 3
Website 4
Etc.
Answers questions like:
- How does my website perform compared to
competition?
- Who are my key competitiors?
- What is the reach of each website, how frequent do
shoppers visit the website and how long do they stay?
How to read:
8% of the Dutch online
population 18+ years
old visited the website*
during the last half year
How to read:
On average the visitors of
the website* visited the
website 1.5 times during the
last half year
*) for generic retailers, only fashion related webpages are included in this analysis
How to read:A visit to the website in
the last half year took
on average 4.5
minutes