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UPS Pulse of the Online Shopper | A UPS White Paper | March 2015 | Global Study
Table of Contents
I. Introduction............................................................................................................................. 3
A. Study Goals ..................................................................................................................................................................................... 3
B. Methodology .................................................................................................................................................................................... 4
C. 2014 Research Focus Areas ........................................................................................................................................................... 5
D. Executive Summary: ....................................................................................................................................................................... 5
IV. Conclusion.......................................................................................................................... 40
A. The Flex Shopper is Changing the Retail World ........................................................................................................................... 40
UPS Pulse of the Online Shopper | A UPS White Paper | March 2015 | Global Study
I. Introduction
UPS commissioned this Global Study with comScore for the second year to
provide perspective for retailers on consumer behavior in todays fluid
shopping culture. Global e-commerce growth, which continues to fuel retail
expansion, is estimated to reach 16% in 2015, moving from $1.47 trillion in
2014 to $1.7 trillion. Growth in the market is expected from expanding
online and mobile user bases in emerging markets, increased m-commerce
sales, and growth in new international markets.1
One of the great opportunities provided by online retail is the ability to sell
to customers in previously unreachable marketplaces. In this survey,
shoppers worldwide said that almost one in four (24%) of their purchases
were made with online retailers outside their own country. Half of these
(12%) were made with U.S.-based retailers, and the other half elsewhere.
In the U.S., more than half (54%) of shoppers said they had made
purchases with retailers based outside their own country.
A. Study Goals
This years study goes beyond other retail industry studies to give a 360 perspective of online shopping. The scope has been expanded
on key customer experience topics and now explores what drives the consumers complete path to purchase. It delivers insights into
shopping preferences and current levels of satisfaction with online and omnichannel shopping, taking the consumers pulse on what
tactics influence positive shopping experiences from pre-purchase to purchase to post-purchase. Featured throughout this white paper
is a series of Retail Watch recommendations that can help drive retail sales.
http://www.emarketer.com/Article/Global-B2C-Ecommerce-Sales-Hit-15-Trillion-This-Year-Driven-by-Growth-Emerging-Markets/1010575
UPS Pulse of the Online Shopper | A UPS White Paper | March 2015 | Global Study
B. Methodology
A comprehensive survey designed by comScore in conjunction with UPS was fielded between February and October 2014 across four
regions and 14 countries. A total of 19,485 respondents completed the survey, as shown below. Individual studies are available for each
of the five markets highlighted here: Asia, Brazil, Mexico, Europe and U.S.
Note*: when determining a global average in this study, each country surveyed received one vote to calculate the worldwide figure.
Panelists were sent emails inviting them to participate in a custom online survey. The survey was blind, that is, participants were not
informed that UPS was a sponsor. All shoppers surveyed had to meet the criteria of making at least two online purchases in a typical
three-month period and targets for shopping frequency levels are outlined below.
Global
All Asia
All Europe
Brazil
Mexico
U.S.
4,567
1,161
1,246
359
257
1,171
7,511
2,092
2,496
351
420
2,350
7,407
2,022
2,496
360
376
2,341
Total
19,485
5,275
6,238
1,070
1,053
5,852
Data balanced by gender and weighted to reflect a shopper distribution of 20% with 2-3 online purchases, 40% with 4-6 online
purchases, and 40% with 7+ online purchases in typical 3 months.
UPS Pulse of the Online Shopper | A UPS White Paper | March 2015 | Global Study
What do consumers want to see from retailers in the online checkout and delivery process?
How important are returns in the overall shopping journey and when do consumers access this information while
shopping and post-purchase?
How are mobile and social media channels changing consumers shopping habits and expectations?
Omnichannel
What elements of the online experience are consumers receptive to when shopping in store?
Given the omnichannel nature of todays shoppers, how are they navigating channels and why?
Global Impact
How frequently do global shoppers purchase on local versus foreign websites?
D. Executive Summary:
The Path to Purchase: How Retailers Can ACT on Global Shopping Behavior of Todays Flex Shopper
The theme that cuts across every market studied worldwide is the emergence of todays flex shopper. This flex shopper is ruthlessly
efficient, switching channels (stores and online) and devices (laptop, tablet and smartphone) to best suit personal convenience when
researching, evaluating and purchasing products. Information and control are paramount and retailers must offer near-perfect
shopping experiences across every channel and device to thrive. Since these behaviors are largely driven by technology adoption,
each country has its own particular level of flex shopping. Findings from the study highlight evolving behaviors and expectations
along the full path to purchase, including not only the search/browse and checkout experience but also delivery and post-purchase
experience. It reveals three areas where retailers can ACT to create a more satisfying experience and drive repeat business.
See the Retail Watch sections of this white paper for specific actions that retailers can take in response to these consumer
preferences.
UPS Pulse of the Online Shopper | A UPS White Paper | March 2015 | Global Study
The global online shopper is increasingly interested in alternative options and choices, ranging from new delivery options to new
payment options.
While consumers across markets still prefer to have the majority of their online orders delivered to their homes, they also
need other methods to pick up and receive their packages (e.g., alternate delivery locations Asia - 46%; Europe - 32%;
Brazil - 45%; Mexico - 44%; U.S. - 26%)
When not at home to sign for a package, consumers across regions differ in their preferences for delivery alternatives:
Asia: 33% prefer items shipped to a local retail location
Europe: 38% prefer items left with a neighbor
Brazil: 39% prefer items shipped to another location, like an office or another address
Mexico: 42% prefer items shipped to a carriers location
U.S.: 27% prefer items shipped to a carriers location
For todays global consumer, convenience takes several forms. In addition to returns preferences and free and flexible delivery
options, constant technological advances have led to a new range of in-store shopping conveniences and capabilities, which will play
a more significant role in the future shopping experience.
Free shipping plays a major role in the online shopping experience (importance of free shipping: 70%
Asia; 73% Europe; 84% Brazil; 80% Mexico; 81% U.S.)
Ship-to-store is viewed as an appealing convenience across markets
The most preferred delivery service convenience option among consumers is receiving email or text
delivery alerts so they know approximate time of delivery
Consumers across markets are becoming more open to delivery service convenience options like
rescheduling a delivery en route, rerouting a delivery to an alternate address and authorizing a delivery
beforehand
Consumers want a consistent and positive online shopping experience across all channels and the store remains important. Retailers
must optimize their mobile, online and in-store shopping experience and bridge the three for a seamless customer experience.
Across all markets, consumers are more satisfied with their online shopping experience than their in-store experience
Online: U.S. is most satisfied (83%) and Asia is least satisfied (46%)
In-store: Mexico is most satisfied (73%) and Asia is least satisfied (43%)
UPS Pulse of the Online Shopper | A UPS White Paper | March 2015 | Global Study
The store still plays a major role. The top searching and buying preference for all markets is to do so
online (across all devices) and second is searching and buying in store
Consumers across markets differ in their returns location preferences:
Despite the continued growth of mobile commerce, shoppers around the world are experiencing several
barriers to shopping via mobile devices, including not getting a clear or large enough product image,
product information not being easily viewed and being hard to compare products.
UPS Pulse of the Online Shopper | A UPS White Paper | March 2015 | Global Study
U.S. shoppers enjoy online and instore trends but are not always ahead
of the pack in technology adoption
and usage. Compared to all other
markets, they make a greater
percentage of purchases on tablets
and are the most satisfied with their
online shopping experience. They lag
on social media usage and its
influence on shopping.
Brazil shoppers are by far the most advanced when it comes to their online habits
and behavior. They are ahead of the curve on social media and loyalty program
usage, alternative delivery options, and openness to technology conveniences instore. The Brazilian online shopper is comparatively patient when it comes to
receiving packages, yet expects timely deliveries.
Asia online shoppers are trendy and fast-paced. They are the heaviest users of mobile
for shopping as well as of expedited shipping options. Theyre the second most likely
to adopt online curated subscriptions services. And they are above average in their
use of social media and in its influence on online shopping. Perhaps because of their
trendsetting ways, they are the least satisfied with almost all aspects of online
shopping.
UPS Pulse of the Online Shopper | A UPS White Paper | March 2015 | Global Study
The avid online shoppers in this survey indicate that 24% of purchases were made with retailers outside their own country. Mexico
and Brazil demonstrated an inclination to shop internationally and in particular with the U.S. for around one in four of all purchases.
Figure 2: Online Purchase by Website Avg. Chip Allocation Out of 100
DOMINT1. Overall, what percentage of your online purchases comes from each of the sources listed below?
*Not shown to the U.S.
UPS Pulse of the Online Shopper | A UPS White Paper | March 2015 | Global Study
% PURCHASED
Asia
(5,275)
Europe
(6,238)
Brazil
(1,070)
Mexico
(1,053)
U.S.
(5,849)
Apparel
59%
54%
50%
53%
56%
Groceries
45%
21%
16%
12%
21%
43%
30%
36%
30%
33%
Books/Music/Movies
39%
52%
51%
51%
57%
Shoes
39%
37%
43%
40%
37%
Accessories
29%
21%
39%
32%
24%
27%
27%
39%
29%
20%
23%
28%
46%
43%
36%
Sporting goods
21%
23%
33%
27%
17%
18%
23%
37%
36%
19%
17%
25%
43%
36%
27%
This study reveals that boutique-in-a-box e-commerce is an emerging personalization tactic worldwide. Also known as curated online
subscription services, the retailer provides samples or products that theyve selected for a consumer based on selected preferences or
products purchased in the past. In some cases, the consumer can keep the samples and purchase the full size product if they wish. In
other cases, the retailer sends a collection of products that the consumer can keep or return as desired. Curated online subscription
services are already heavily adopted in Brazil, where 58% of online shoppers are currently enrolled in at least one curated service. Just
less than half of the consumers surveyed in Asia and Mexico are currently enrolled in at least one service (48% and 46%, respectively).
Just one in five consumers in Europe and the U.S. are currently enrolled, although many say they would consider enrolling.
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UPS Pulse of the Online Shopper | A UPS White Paper | March 2015 | Global Study
Shoppers Start Their Search with a Search Engine or by Going to a Shopping Website
In order to find products of interest, many consumers begin their search for products through a search engine, which is where about one in
four consumers in Asia, Europe, Brazil and Mexico start their search. In the U.S., more consumers start with a trip to Amazon (28%) rather
than a search engine (19%). Other common starting spots are a specific retailers website, a retailers physical store, or other online
marketplaces.
Desktops/Laptops Are Still the Preferred Method for Online Researching and Buying
Consumer preference for researching and purchasing products (Figures 3a and 3b) remains online via desktop or laptop, except for in
Mexico, where the preference for purchasing shifts to a physical store. In this survey, when looking across preferred method of purchase,
13% prefer to make purchases via a tablet or a smartphone. With greater device adoption and improved mobile-centric site presentation,
a shift to mobile purchasing will likely follow suit. This pattern is similar to the gradual adoption of online shopping that transpired during
the early years of e-commerce. Regardless of where online shoppers research, there is a preference in each region to buy online.
Figure 3a: Preferred Method of Access
to Multi-Channel Retailers Researching Products
RB1X1. Thinking of your favorite retailer that has both physical stores and an online presence (i.e., website or mobile application), what channel do you prefer for researching products?
RB1X2. What channel do you prefer for purchasing products?
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UPS Pulse of the Online Shopper | A UPS White Paper | March 2015 | Global Study
Convenience is a driving force, so having items delivered is often the top choice of shoppers worldwide. However, in other circumstances,
consumers need to touch and feel or try on the goods. Thus, its not surprising to see that many shoppers will typically visit the store, and
mobile may be accelerating this behavior shift. This includes accessing store information from directions to store hours, checking
inventory and even reserving products prior to their store visits. When asked what percent of purchases were made in store compared to
online, even the avid online shoppers surveyed in this study said that over half were made in physical stores, except in Brazil, where 56%
of purchases were made online and only 44% from a physical store. Mexico has the highest percentage of physical store purchases with
60% of purchases conducted in a physical store. However, in all countries, consumers who researched in store and then purchased online
cited finding better prices and availability online and the desire to do additional research as the top reasons for their channel selection.
Figure 4: Most Frequently Used Paths to Purchase with Multi-Channel Retailers
Avg. Chip Allocation Out of 100
RB6. Thinking of all the purchases that you make, both online and in stores, how often do you purchase in the following ways?
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UPS Pulse of the Online Shopper | A UPS White Paper | March 2015 | Global Study
Europe
Brazil
Mexico
U.S.
55%
26%
40%
39%
41%
52%
43%
38%
44%
51%
MOB2. Thinking about the last three months, how often did you do each of the following via a mobile device (e.g., smartphone or tablet)?
http://www.emarketer.com/Article/Not-All-Mcommerce-Created-Equal/1011569
http://www.go-globe.com/blog/mobile-commerce-china/
4 http://www.theguardian.com/media-network/2015/jan/12/mobile-growth-developing-markets-marketing
5 Forester
2
3
13
UPS Pulse of the Online Shopper | A UPS White Paper | March 2015 | Global Study
MOB5. Which of the following capabilities do you currently use or would you consider using your smartphone for?
Early Stage Mobile Faces Challenges and Leads Some to Continue Shopping via PC
First and foremost, information is necessary to complete any purchase, and this includes both imagery and product details. As shown in
Figure 7, the top reason, in all regions, consumers move away from mobile is that the image of the product is simply not clear or large
enough, so they lack confidence to complete their purchase. Retailers have work to do to ensure that the imagery they present is deviceappropriate and that the product descriptions and details are ample and well displayed for all devices. Both of these reasons make it
difficult to compare products, pushing consumers to seek other options.
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UPS Pulse of the Online Shopper | A UPS White Paper | March 2015 | Global Study
MOB1. What reasons lead you to shop on a desktop or laptop instead of on a mobile device (smartphone or tablet)? Please select all that apply.
Consumers Prefer Using a Retailers Full Website Even When Shopping on Smartphones and Tablets
Shoppers in this survey are clearly signaling to retailers that the mobile customer experience is not up to the quality of a full website
(Figure 8). Across all regions, tablet purchasers prefer viewing a retailers full website when given a choice. Among smartphone
purchasers, the preference is divided by region. Consumers in Asia and Europe prefer mobile sites, while consumers in Mexico prefer the
mobile app, and consumers in Brazil and the U.S. prefer the full site. The inability to zoom in on photos on a mobile website or app may
also lead to consumer preference for the full website. Based on Holiday 2014 growth, investment in mobile will be accelerated and user
experience evolution will be embraced by retailers playing catch up in this channel6.
Figure 8: Preferred Method of Shopping by Device, Among Consumers Who Made a Purchase on a Mobile Device
MOB3. When shopping on your smartphone or tablet, from which format do you prefer to purchase? Please select one option per device.
http://www.emarketer.com/Article/Not-All-Mcommerce-Created-Equal/1011569
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UPS Pulse of the Online Shopper | A UPS White Paper | March 2015 | Global Study
MOB4. When shopping in retail stores, how do you use your smartphone? Please select all that apply.
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UPS Pulse of the Online Shopper | A UPS White Paper | March 2015 | Global Study
RB8. When shopping in a retail store, assuming all of the following are available to you, how would you prefer to complete your purchase?
Consumers in Brazil and Mexico Find New Technologies That Bring Customized and Personalized Online Shopping Benefits to
the Store Appealing
More consumers in Mexico and Brazil find the listed shopping conveniences appealing than consumers in the other regions (Figure 11).
Six in ten consumers in Mexico and Brazil find the ability to purchase items in a window display for same-day delivery appealing. Over
half find electronic shelf labels appealing, reinforcing the trend towards high in-store phone usage across all regions. Similar numbers
want electronic receipts. The notion of self-service takes on a new twist, as these consumers already find appeal in controlling the
shopping experience by being able to use a kiosk to order out of stock products, interact via touch screen or check out via a roaming
associate.
Figure 11: Appeal of Shopping Conveniences and Capabilities
FUT6. Technology is making advances in how we shop. On a scale of 1 to 7, how Appealing are the following conveniences or in-store capabilities with 1 being Not at all Appealing and 7 being
Very Appealing?
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UPS Pulse of the Online Shopper | A UPS White Paper | March 2015 | Global Study
Figure 12a:
Social Media Usage - General
Figure 12b:
Social Media Usage Product Purchase
SM1X1. Do you use any of the following social networking sites? Please select all that apply. * Other represents a de-duplicated net of all other social media sites selected, that are not specifically shown
SM1X2. Do you use any of the following social networking sites? Please select all that apply. - I use this site to help decide which products to purchase
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UPS Pulse of the Online Shopper | A UPS White Paper | March 2015 | Global Study
SM5. When satisfied with a brand or product you have purchased, how likely are you to promote the brand or product via social media?
SM6. Which social media site would you choose to promote a brand or product? Please select all that apply. * Other represents a de-duplicated net of all other social media sites
selected, that are not specifically shown
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UPS Pulse of the Online Shopper | A UPS White Paper | March 2015 | Global Study
SM7. When you are not satisfied with a brand or product you have purchased, how likely are you to respond in any of the following ways?
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UPS Pulse of the Online Shopper | A UPS White Paper | March 2015 | Global Study
MOBILE
Define the optimal user experience for mobile (smartphone and tablet) and build a roadmap to achieve those goals
Make sure emails render properly on all mobile devices
Leverage responsive site design to deliver a mobile-optimized experience
Review imagery needs and upgrade to ensure customers gain a clear view of the product to facilitate decisionmaking
Evaluate the role of apps for your business (note: recent studies have revealed that having strong basic functions,
such as searching and purchasing products and easy checkout, is more critical than the latest technology feature)
STORES
For store-based retailers, explore the technology that can be deployed to educate, inspire and service the shopper
in store
Allow shoppers to have a choice in receipts (electronic, paper or both)
Utilize product locators online and in store to find inventory and deliver it to the customer
Be forward-thinking with POS (point of sale) systems and evaluate mobile tools
SOCIAL
Be creative in your marketing strategies to grow your social channels and utilize them to market, message and
merchandise to your fans
Monitor social media for both positive feedback and complaints and respond in a timely fashion
Encourage consumers to Like your brand through onsite placement and extended marketing efforts
Reward those who Like your brand with deals and offers
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UPS Pulse of the Online Shopper | A UPS White Paper | March 2015 | Global Study
RB5. Thinking of factors you might take into consideration when searching for products (excluding product cost and shipping fees), how likely are you to consider each of the following factors?
22
UPS Pulse of the Online Shopper | A UPS White Paper | March 2015 | Global Study
Satisfaction is reasonably high overall for shoppers as they search and browse online (Figure 17), except for in Asia where consumers are
much less satisfied. While all factors show relatively high satisfaction, there is opportunity to improve satisfaction with finding a retailers
return policy, finding customer service contact information and the availability to live chat.
Figure 17: Satisfaction with Aspects of the Search/Browsing Experience Online
RB3. How satisfied are you with each of the following aspects of your search/browsing experience when shopping online? Please indicate your satisfaction on a scale of 1-7, where 1 is Not At All Satisfied and 7 is
Extremely Satisfied.
*Not shown to the U.S.
23
UPS Pulse of the Online Shopper | A UPS White Paper | March 2015 | Global Study
Figure 18: Reward and Benefits Valued Most Often from Loyalty Programs, Among participants of loyalty programs
LOYAL2. Which of the following types of rewards and benefits do you value most from a loyalty program? Please select up to three options.
Ensure your products and company may be found using search on popular search engines using popular keywords
Invest in photography with zoom capability and multiple views and create copy with complete product information
suitable for both PC and mobile channels
Integrate peer-based ratings/reviews within the shopping journey
Evaluate if a loyalty program is right for your brand and, if so, how best to build and market
Ensure your website is easy to search and suggests other products to buy based on consumer preferences or what
other consumers purchased
Ensure your contact information, including hours of operation, ways to contact customer service and your return
policy are accessible via the home page, checkout page and as part of a one-stop customer service destination
Embrace touch points that are in line with shopper interest, such as live chat, to solve problems quickly and efficiently
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UPS Pulse of the Online Shopper | A UPS White Paper | March 2015 | Global Study
Q10. Overall, how satisfied are you with your previous online purchasing experiences in the past three months?
CHECK1. How satisfied are you with each of the following aspects of your checkout experience when shopping online?
*Not shown to Brazil, Mexico and the U.S.
Free Shipping and Accepting a Variety of Payment Options Are Important During Checkout
When checking out online, free shipping options are most important (Figure 20) to consumers globally (74%). Having a variety of payment
options in addition to a credit card along with having an estimated or guaranteed delivery date are also highly rated globally (64% and
60%, respectively.)
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UPS Pulse of the Online Shopper | A UPS White Paper | March 2015 | Global Study
CHECK2. What information or options are most important to you when going through an online check-out process? Please select all that apply. *Only shown to Asia and Europe **Not shown to U.S.
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UPS Pulse of the Online Shopper | A UPS White Paper | March 2015 | Global Study
CHECK3. How important is free shipping when you are making a purchase online?
CHECK4. Which of the following actions, if any, have you taken in order to qualify for free shipping? Please select all that apply.
CHECK12. When shopping online, have you ever placed items in the shopping cart or basket but then left the site without making a purchase? *Asked to all respondents
CHECK13. What are some of the reasons that you have abandoned a shopping cart with items youve added for purchase? Please select all that apply. The top six most selected responses globally are shown.
27
UPS Pulse of the Online Shopper | A UPS White Paper | March 2015 | Global Study
Choice in Delivery Options and Clarity of Timing Are Optimal when Shoppers Contemplate Purchases
According to survey results, consumers expect to see a range of shipping options (from same day to economy ground), and across all
markets, except the U.S., they select a variety of options. However, in the U.S., while a variety of options are expected, two in three select
5-7 days in transit.
Figure 23a: Expected Selected Shipping Options for Domestic Retailers
Figure 23b: Most Often Selected Shipping Options for Domestic Retailers,
Among respondents who buy domestically, Avg. Chip Allocation out of 100
CHECK5. When shopping online, which of the following shipping options do you expect online retailers to offer? Please select all that apply.
CHECK6. When shopping online, how often do you choose each of the following delivery options?
Consumers Will Trade Longer Delivery Times in Exchange for Free Shipping
By market, consumers have varying expectations regarding delivery and are willing to wait different lengths of time. Europe consumers will
wait an average of four days for domestic deliveries (Figure 24). However, U.S. consumers will wait an average of seven days for a
domestic delivery. In general, there tends to be three steep drop off points in the percentage of customers willing to wait one after three
days, the next after five days and the third after seven days.
Free shipping again adds an interesting twist into the shipping equation, as shoppers clearly are willing to make trade-offs in the hope of
spending less. In order to receive free shipping consumers in Europe will wait an average of 3 additional days, consumers in Asia, Mexico
and the U.S. will wait an additional four days and consumers in Brazil will wait an additional 7 days (Figure 25). Consequently, retailers
may have a wider window to get their products to consumers than is perceived in the marketplace. Patience with shipping times is also
dependent on the type of product sold. For example, retailers selling commodity goods that are readily available at local retailers may
want to deliver more quickly, while others that sell proprietary goods may have more leeway with their delivery times.
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UPS Pulse of the Online Shopper | A UPS White Paper | March 2015 | Global Study
CHECK9. What is the number of days that you are usually willing to wait for most of your online purchases from point of purchase to delivery?
Figure 25: % of Consumers Willing to Wait Additional Days for Free Shipping
CHECK10. How many additional days are you usually willing to wait to receive free shipping?
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UPS Pulse of the Online Shopper | A UPS White Paper | March 2015 | Global Study
Long Delivery Estimates or Lack of Estimated Delivery Date Cause Cart Abandonment
Despite indications that shoppers are willing to wait, retailers have to balance this with cart abandonment stats. Globally, three in five
shoppers have abandoned a purchase due to lengthy delivery times or when no date is provided at checkout. That abandonment most
often occurred when there were estimated delivery times of 11 or more days, but a substantial percentage of shoppers are much less
tolerant for long delivery times. Not providing a specific delivery date appears to be the surest way to lose sales.
Figure 26: Estimated Delivery Time that Resulted in Purchase Abandonment
CHECK15. What was the estimated delivery time (in days) from purchase that caused you not to make your purchase?
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UPS Pulse of the Online Shopper | A UPS White Paper | March 2015 | Global Study
Figure 27: A Return Policys Impact on Purchase Intent, Among Consumers Who Review Retailers Return Policy Before Purchasing
RET3. You indicated that you look at an online retailers return policy before purchasing an item. Thinking of what you look for in a retailers return policy, would you complete the sale online if the retailers return policy
stated the following? Only showing response options shown to all countries.
Shoppers Are Divided Between Waiting and Turning to Competitors When Items Are Out of Stock
Stock-outs are a challenge for retailers across many product categories. The real danger with stock-outs is that about four in ten
consumers will go to a competitors website or app and about two in ten go to a competitors physical store to find the same or similar
product. This equates not only to lost sales today, but could also result in missed sales opportunities in the future if a competitor is able to
win them over. Surprisingly, many consumers are patient when faced with a stock-out. Over three in ten consumers will sign up for an
alert and over a third of consumers will check the website at a later time to see if the stock status has changed. About a quarter of
consumers are willing to make a trip to the retailers physical store.
Figure 28: Actions Taken When Item is Out of Stock
RB4. When shopping online and you encounter products that are out of stock or backordered, what is your typical course of action? Please select up to 3 options.
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UPS Pulse of the Online Shopper | A UPS White Paper | March 2015 | Global Study
CUSTOMER SERVICE
Review return policies for clarity and access throughout the site and via post-order communication
Integrate Shop with Confidence messaging within the all-important shopping cart that includes phone number,
return policies and contact touch points
Highlight contact phone numbers and links to touch points like live chat onsite
SHIPPING
Show total shipping costs early in the process based on the customers location
Offer choices in terms of shipping options to accommodate shopper needs
Invest in logistics to provide faster, more efficient options
FREE SHIPPING
Understand the patterns that matter and how long shoppers are willing to wait for free shipping
Monitor your free shipping model and understand time frames to receive products while staying keenly aware of the
competitive landscape
Assess whether you can absorb these costs as a marketing expense and what strategies will be put in place to
preserve desired margin yet still remain competitive
RETURNS
Reread your current returns policy to ensure it is clear, concise and customer-centric
Position the policy in your customer service page as well as in the shopping cart to avert abandonment
Assess whether supporting free returns is viable where retailers cover the cost of shipping the product back
Consider including a return label in the box, or at a minimum make it convenient for shoppers to print a return label
right from your website
STOCK-OUTS
Make shoppers aware of the status of products at both the product page and shopping cart stages
Put in place tools, such as email when stock comes available, to capture the sale
Invest in smart inventory and fulfillment strategies to minimize stock-outs
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UPS Pulse of the Online Shopper | A UPS White Paper | March 2015 | Global Study
DEL1. Which of the following locations do you prefer your online orders be delivered to? | *Option only shown to Japan
TRACK1. How satisfied are you with each of the following aspects of the post-purchase experience when shopping online?
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UPS Pulse of the Online Shopper | A UPS White Paper | March 2015 | Global Study
A Third of Shoppers Report That Customer Satisfaction Post-Delivery Hinges on Timely Delivery
Receiving a high quality product and getting a good value are intrinsic expectations that come with shopping, so its important to look
beyond the basics. The third most highly rated factor was whether or not the item was delivered on time, with a third of consumers
globally rating this as a factor that influences their satisfaction.
Figure 31: Factors that Influence Customer Satisfaction Post Delivery, Among Consumers Who Have Returned Products Bought Online
RET9. Which of the following factors most influence how satisfied you are after you receive your purchase? Please select all that apply.
FLEX1. When waiting for your purchase, which service would you find most convenient?
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UPS Pulse of the Online Shopper | A UPS White Paper | March 2015 | Global Study
Free Returns and Quick Turnaround on Product Exchanges Influence Positive Returns Experience
Globally, 55% of consumers say that free shipping on returns, which is the top rated factor in each region, creates a positive returns
experience. Other elements vary by region. For example, in the U.S. a hassle-free return policy, an automatic refund once items are
received by the retailer and a pre-paid return label right in the box are cited more than in other regions. However, across all regions quick
and easy sums up post-purchase expectations.
Figure 33: Elements of the Best Returns Experience, Among Consumers Who Have Returned Products Bought Online
RET6. Thinking of the best return experience that you have had, what elements were included as part of this experience? Please select all that apply.
Having to pay for return shipping, a long wait for a credit or refund, and restrictive return policies are the top negatives when returning
products (Figure 34). Consumers everywhere want hassle-free return options and the ability to contact customer service for purchases
made online. They also want free returns, including free shipping and no restocking fees.
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UPS Pulse of the Online Shopper | A UPS White Paper | March 2015 | Global Study
Figure 34: Issues Encountered When Returning a Product Online, Among Consumers Who Have Returned Products Bought Online
RET5. What are some of the issues you have faced when returning a product that you purchased online? Please select all that apply.
LOGISTICS
Be timely with your delivery and communicate clearly and often with shoppers when delays may occur
Evaluate implementing systems that allow for customer choice on delivery dates and/or the ability to reroute
RETURNS
Make returns policies easy to find and easy to follow
Simplify the exchange process and expedite credits to encourage repeat purchases
A satisfied shopper who has an easy time with returns is likely to become a loyal customer
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UPS Pulse of the Online Shopper | A UPS White Paper | March 2015 | Global Study
IV. Conclusion
A. The Flex Shopper is Changing the Retail World
Shoppers everywhere are hungry for convenience on their own terms. Choice continues to be paramount to global shopping behavior
as consumers navigate among channels and devices. They want to be in control of everything -- from retailer selection and product
reviews to delivery options and returns.
Todays shoppers expect to be able to seamlessly shift from one channel and device to the next. The online shopping population
within each region worldwide, and even within each country, has varying levels of device adoption and technological sophistication
that drives their shopping habits and preferences. As expected, Asia shoppers lead the world in tech adoption, while Mexico and
Brazil fall slightly behind, followed by the U.S. and Europe.
Mobile is often the catalyst fueling heightened omnichannel expectations along the customer journey. Mobile has become
indispensable -- from researching products in advance of store visits and previewing retail email, to hunting down the best price and
checking on delivery status.
Stores are still core to the shopping experience, particularly in some regions (Mexico and U.S., for example). Checking for inventory
availability and store information via mobile serves as the bridge to the store visit. Use of mobile devices when visiting the store has
also become commonplace as consumers access product reviews and price check, gaining confidence along the way that they are
making the right purchase. Then, mobile is used to verify delivery status for home or in-store pickup.
Retailers face significant pressure to ACT on the global shopping behavior. While in the past, retailers had the luxury of optimizing
each channel on its own, the challenge today lies in making sure the channels are well integrated. Inventory transparency will form
the foundation of many cross-channel efforts. Investments will be forthcoming that foster consistency of marketing and customer
experience across channels.
The future of the store will most certainly involve mobile as well. Line-busting checkout via handheld devices, Wi-Fi access storewide
and associate-aided, tablet-based selling may be the new standard in a few short years. Though change wont happen overnight,
prioritizing initiatives that ensure consistency across every touch point is a must-do to engage the global flex shopper.
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UPS Pulse of the Online Shopper | A UPS White Paper | March 2015 | Global Study
About UPS
UPS (NYSE: UPS) is a global leader in logistics, offering a broad range of solutions for the transportation of packages and freight,
including innovative delivery options for the global consumer market; the facilitation of international trade; and the deployment of advanced
technology to more efficiently manage the world of business. Headquartered in Atlanta, Georgia, UPS serves more than 220 countries and
territories worldwide.
Bala Ganesh
UPS
404-828-6988
bganesh@ups.com
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