2017-2018英国在线零售业报告（英文版）.pptx

,E-Retail,Performance Report,2017 -2018UK Edition,Are UK E-retailers achieving their growth potential and delivering against constantly evolving customer needs?We investigated the performance of the Top 240 online retailers to find out.,In a rapidly growing market, its possible for success tocome too easily. With ever-increasing sales masking thetrue level of performance.,At the time of writing, the Office for National Statisticsreports UK online spending is growing 15.6%,year-on-year. It now amounts to 1.1 billion of spendingeach week 16.4 pence of every pound spent by UKshoppers (excluding fuel).In simple terms, if youre a digital retailer achieving 15%growth year-on-year, thats the same as standing still.So, while in traditional retail even the most successfulare forced to innovate or die, the UKs leading e-retailers,are able to take a more relaxed approach. Tweaking thedials, monitoring the competition, but safe in theknowledge that unless they seriously mess up, nextmonths sales figures will bring them more good news,and plaudits.,This easy growth can be harmful. It can lead tocomplacency and failure to reach true potential. It canalso hand competitors a chance to catch up good newsfor the many hungry, growing e-retailers looking tosupplant existing major players.Our report looks at the extent to which leading retailersare failing to achieve their true growth potential in theUK. Where are they letting customers down? What,opportunities exist for those seeking to take advantage?Judging by our findings, theres plenty of room forimprovement and now is the time for up-and-comingretailers to take the initiative.,At Visualsoft, we help such brands to seize,opportunities. Through our Shared Success model(where retailers benefit from our best-advice andexpertise for a share of increased profits rather thanupfront fees) we are working in partnership to take onthe current big-players, maximising the true potential ofthe growth opportunities within each market.Dean BensonCEO,Foreword,UK online spending is growing15.6% year-on-year. It nowamounts to 1.1 billion ofspending each week.,We selected over 240 of the leading UK e-retail companies*across a range of sectors.Our research team analysed each against seventeencriteria. These were selected by our expert panel to be thefactors most likely to create incremental sales in thecurrent market.Our aim was to identify how hard the leading e-retailers inthe UK were pushing to maximise their true growthpotential.Our results have been compiled, analysed and are brokendown in the pages that follow.* Retailers selected from the IRUK 500 report,Specifically, we looked for: The quality of page speed and avoidance of likely visitor loss. Effective use of social media channels. The use of multichannel options to complement their main site. Effective use of Google tools. Effective use of apps. Offering a responsive website Effective use of onsite search e.g. suggestive search and recommendations. Effective use of navigation options allowing shoppers to easily and quickly find products. Acceptance of multiple currencies. Use of cross-selling and upselling on product pages. Effective use of pop-ups and overlays e.g. to remind customers of special offers or countdown of delivery slots. Effective use of secondary calls to action e.g. wish lists, sharing of purchase. Wide variety of payment methods. Multiple delivery options available. Effective email sign-up. Number of steps to purchase. Buying assistance e.g. live chat, virtual assistant.,Methodology,Retailers included in the study,DabsDune LondonEarly LearningCentreEstee LauderF.HindsFoot LockerGameGrattan,DebenhamsDunelmEASTEuro Car PartsF&FFootasylumGAP,DecathlonEbayEvansFashion WorldForever 21Gear4music,DellEbuyerEvans CyclesFat FaceFragrance DirectGeorge at Asda,DFSEllis BrighamMountain SportsFeeluniqueFreemansGetthelabel,Disney StoreErnest JonesFigleavesFrench ConnectionGo Outdoors,Dorothy PerkinsEspiritFireboxGoldsmiths,DEFG,Abercrombie& FitchAoB&QBonPrixCarpet RightClarks,Cycle Surgery,AccessorizeAppleBathstoreBoohooCarphoneWarehouseCoast,AdidasAppliancesDirectBeaverbrooksBoseCass ArtCotswoldOutdoor,AgentProvocateurArgosBlacksBoux AvenueCath KidstonCotton Traders,American GolfASDABlue Inc.BurtonChain ReactionCyclesCountrywide,Andertons MusicASOSBodenCharles TyrwhittCrew ClothingCompany,Ann SummersAxminsterBonmarcheClairesCurrys,ABC,H.SamuelHolland & Barrett,H&MHome Bargains,HalfordsHome Essentials,HarrodsHomebase,Harvey NicholsHotel Chocolat,Hobbs LondonHotter,HobbycraftHouse of Fraser,H,Naked WinesNovatech,Net-A-Porter,New Look,Next,Nike,Nisbets,Notonthehighstreet,N,Myprotein,Jaques VertJohn LewisKiddicareLaithwaitesLong Tall SallyMachine MartMenKindMorrisons,JaegerJoJo Maman BebeKitbagLakelandLovehoneyMajestic WineMilletsMoss Bros,JD SportsJones BootmakerKurt GeigerLaptops DirectLushMamas and PapasMiss SelfridgeMothercare,JD WilliamsJoulesLaura AshleyM and M DirectMissguidedMountainWarehouse,JessopsLiberty LondonMaplin ElectronicsMobile FunMr Porter,IKEA,Interflora,I,JacamoJigsawKaleidoscopeLOccitaneLittlewoodsM&CoMatalanMolton Brown,Jack WillsJoe BrownsKaren MillenLa RedouteLloyds PharmacyMAC CosmeticsMatchesFashionMonsoon,JKLM,Retailers included in the study (cont.),Retailers included in the study (cont.),Oasis,Ocado,Office,Oliver Bonas,O,Very,Victorias Secret,Victorian Plumbing,Viking Direct,V,Uniqlo,Urban Outfitters,USC,U,Quiz,QVC,Q,PandoraPost Office Shop,PaperchasePrettyLittleThing,Paul SmithPull & Bear,Pavers,PC World,Peacocks,Pets at Home,P,RadleyRoute OneSainsburysSimply Be,SportsDirect,Ralph LaurenRymanSally Beautysize?,Staples,ReebokSamsungSlaters,Superdrug,ReissSchuhSmyths,Surfdome,Richer SoundsScrewfixSole,Sweaty Betty,River IslandSelfridgesSpace.NK,Robert DyasShoe ZoneSpecsavers,RS,T.M LewinThe FragranceShopToolstation,Ted BakerThe OutnetTopman,TescoThe Perfume ShopTopps Tiles,The Body ShopThe WhiteCompanyTopshop,The Book PeopleThe WorksToys R Us,The EdinburghWoolen MillThorntonsTrainline,The EntertainerTK Maxx,T,Retailers included in the study (cont.),WaitroseWickes,Watch ShopWiggle,WaterstonesWilko,Wayfair.co.uk,Wex Photographic,Whittard ofChelsea,WHSmith,W,Yankee CandleZalando,YoursWomenswearZara,YZ,Summary of Findings,Page Speed54% of e-retailers rated as poor, with sites taking over 9seconds to load. 12% took 15 seconds or longer to load. Googleestimates that these e-retailers will be losing a minimum of 29%of all potential visitors through load time alone.Only 2% rated as excellent, taking under 4 seconds to load andexpected to experience low levels of potential visitor loss.Social MediaInstagram and Facebook are playing an increasinglydominant role in the growing proportion of e-retail sales driventhrough social media (6% of the total). The average reach perretailer with an account is over a million for each channel (2.25million for Instagram and 1.75 for Facebook).MultichannelOnly 39% of leading e-retailers are making use ofmulti-channel options such as Amazon and eBay.Fewer than a third of e-retailers (31%) use Google Shoppingtools to increase sales opportunities.,Onsite Experience17% of top e-retailers fail to optimise onsite search withfunctions such as autocomplete, well-targeted productsuggestions or relevant recommendations.Live chat functions are not well used by UK e-retailers, absentfrom 61% of leading sites despite the importance placed on suchservices by online shoppers.On average, it takes 3 steps to purchase from the UKs leadingsites.29% of e-retailers have reduced this to 1 or 2-steps to gainextra advantage.Over 1 in ten e-retailers have 5 or more steps before purchase.Payment OptionsAlmost one in five (19%) are failing to offer a payment choiceother than a mainstream credit or debit card.PayPal is the most popular alternative payment method (71%)Only 8% allow vouchers (other than own-brand gift cards) as analternative payment method.Over a third (38%) offer no option to pay with internationalcurrency, limiting their appeal and potential growth.,Delivery Options17% of e-retailers didnt offer premium delivery optionsdespite this being expected by the majority of customers.Only 19% offered incentivised free delivery, e.g. for largeorders or new customers.Store collect was offered by 62% of our sample an impressivenumber given that not all have their own bricks-and-mortarstores.,Increasing Average Basket Value90% encourage shoppers to register their email for moreinformation, although our researchers found that many retailerscould give sign up opportunities higher profile (especially withinmobile versions of their site).14% are not up-selling or cross-selling to users of their site.An absence of pop-ups and overlays is a major missedopportunity almost of third of sites (30%) are not using these as,Summary of Findings (cont.),methods to increase sales.Almost one in ve (19%) are failing tooffer a payment choice other than amainstream credit or debit card.,“Increasing page load speed is the cumulativeeffect of lots of small factors that work together.Using clever design techniques to reduce requiredassets, deferring as much CSS until the page isrendered, using asynchronous JavaScript andpushing as much tracking as possible into GoogleTag Manager will help keep page load speed high.“Ensure you have a solid hosting platform designedto cater for more traffic than expected, with a CDNor reverse-proxy such as Varnish / nginx for cachingstatic content. For those unexpected traffic surges,use a queuing service such as ControQ.”,Neil InnesChief Technology Officer,Page Speed and Visitor Loss for Mobile UsersA key weakness in leading e-retailers is the speed of their service for those accessing sites from a mobile device.54% of e-retailers rated as poor, taking over 9 seconds to load. Over one in ten (12%) took 15 seconds orlonger to load. Google estimates that these e-retailers will be losing a minimum of 29% of all potential visitorsthrough load time alone.32% rated as fair, taking between 6 to 8 seconds to load. However, even this group will be losing about aquarter of all potential visitors (24 to 28%).12% rated as good, taking 4 to 5 seconds to load and losing fewer than 20% of potential visitors (anestimated 10 to 19%).Only 2% rated as excellent, taking under 4 seconds to load and expected to experience low levels ofpotential visitor loss.Research shows that 50% of people will expect a site to load in less than 2 seconds. For everyadditional second it takes a mobile page to load conversions can drop by up to 20%.,16%14%12%10%8%6%4%2%,0%,TooLong,28,23,21,19,18,17,Page Loading Speeds - UKs Top E-Retailers,16,15,14 13 12 11 10Page Load Speed - Seconds,9,8,7,6,5,4,3,2,“Monitoring the conversation around your brand,industry and competitors allows you to identifyopportunities to generate leads and buildrelationships with customers.“Employ social listening tactics to delve deeper intoyour demographic for insights that build out yoursocial media strategy, ensuring you are offeringrelevant messaging, the correct product range andleveraging all opportunities for conversion. Wewant to turn engagement into conversion andadvocacy.”,The UK is leading the world in the amount of online sales being driven through social media. According to thelatest data* 6% of overall traffic to sites now comes from social sources a 300% increase over the last 12months. For mobile traffic (which now accounts for over half of all shopping activity online) the contribution iseven higher 8% of all visitors.Despite the rapidly growing importance of social, there is a wide disparity in those retailers maximising theirpresence through the variety of channels available.The growing dominance of Instagram and Facebook is also evident, with the average reach per retailer with anaccount well over a million (2.25 million for Instagram and 1.75 for Facebook accounts).There are also a significant number of retailers who dont facilitate shoppers sharing their purchases and wishlists through social media. 13% of the leading UK e-retailers lose the opportunity to achieve sales from ashoppers network of friends and contacts by failing to put sharing buttons on their sites.,Erin SimonsHead of Social Media* source: Salesforce Shopping Index Q2 2017,6% of overall trafc tosites now comes fromsocial sources.,Driving Growth from Social Trafc,Over 20m,Average,Over 2mOver 1mOver 500kOver 100kOver 50kOver 25kOver 10kBelow 10k,Over 10mOver 4m,2.04%,1,754,365,8.16%24.49%8.16%53.06%6.12%,2.04%6.12%,181,618,2.08%2.08%6.25%12.50%14.58%25.00%29.17%6.25%,25,022,36.36%18.18%45.45%,18.95%,9.09%27.27%18.18%45.45%,2,252,704,27.27%18.18%18.18%9.09%,9.09%18.18%,maximising all available channels and referral tools. Despitethis, many of the UKs leading e-retailers are missing out.Marketplaces (e.g. eBay/Amazon) - retailers are takingadvantage of growth opportunities offered by other digitalchannels. Retailers such as Primark, for example, have takenthe step of having Primark stores on other channels. Many willsell a selection of products, such as trending items, to a wholenew market of online consumers.Google data from Google in the US estimates that theaverage retailer using its services in June 2017 received 14% ofits sales from Google product listing ads (up from 5% at thestart of 2015). In the EU, its level of influence has led toinvestigation of possible anti-competitive practices. Whateverthe outcome of this process, its clearly a highly influential shopwindow with which to reach consumers.Mobile Apps with the majority of UK online shoppers nowusing mobile as their primary device, apps clearly have a role toplay. 4 out of 5 shoppers worldwide, use a retailers mobileapp*, but research shows that many quickly fall by the waysideif not adding something new to whats available through amobile website.Responsive Websites making it as easy as possible forcustomers to shop through a mobile device is now moreimportant than ever with 57% of all online sales coming fromsuch a device.Despite the growth potential from all these options, it is onlyresponsive websites which are commonplace amongst leadingUK e-retailers (98% of retailers), with just over half (51%)backing this up with a mobile app.,