[October 18, 2017] |
|
Latest JDA/Centiro European Customer Pulse 2017 Survey Highlights Click & Collect, a Pivotal Driver for Additional In-Store Sales
The third annual JDA/Centiro
Customer Pulse Report Europe 2017, conducted by YouGov, revealed
that Click & Collect is driving further upsell opportunities for
retailers. Almost a quarter (24 per cent) of European adults online in
countries surveyed who used Click & Collect bought another item while
picking up their order, according to data from the JDA/Centiro Customer
Pulse (News - Alert) Report Europe 2017 (tweet
this). Further, more than two fifths (42 per cent) of
respondents who have shopped online in the past 12 months have used
Click & Collect (tweet
this).
The survey of 8,238 adults online across the UK, Germany, France and
Sweden reveals that Click & Collect continues to be of significant
strategic importance for retailers, and will be a key battleground this
Christmas. Use was particularly high in the UK, where more than half (54
per cent) used Click & Collect, a big contrast to Germany, where Click &
Collect usage was only 28 per cent.
The figures suggest a wider trend for customers spending more time
in-store. Once inside a retailer's four walls, European adults online
are increasingly likely to use a mobile device. The survey reveals that
more than half (56 per cent) of respondents across the European
countries surveyed use their mobile devices in stores, a figure that
leaps to 69 per cent in Sweden (tweet
this). The main reasons cited among the four markets for using a
mobile device in store are to check or compare prices (30 per cent),
read product/service reviews (22 per cent), and to access and redeem
offers (15 per cent) (tweet
this).
"Physical footfall is becoming important again, and Click & Collect
represents an important vehicle for retailers to make the most of all
the hard work they're putting into the in-store experience. An effective
Click & Collect operation isn't just for Christmas, however, it can help
boost sales throughout the year," said Lee Gill, group vice president,
global retail strategy at JDA.
"It's hardly surprising that the majority of European adults are using
mobile devices in-store, whether that's for seeking out special offers
and discounts, or simply for entertainment while queueing. To make the
most of this, retailers must be making every effort to weave mobile
interactions into the in-store experience, for example through the use
of mobile 'push offers' and beacons."
Barriers to a better customer experience
The report reveals there are still a number of customer experience
issues retailers need to resolve. In particular, service levels are
suffering as retailers struggle to keep pace with home delivery demands:
more than half (55 per cent) of European adults online in countries
surveyed experienced a problem with an online order during the last 12
months, up from 51 per cent a year ago (tweet
this). The number experiencing problems is even higher in Germany
(57 per cent) and the UK (56 per cent). This will have negative knock-on
effect for retailers; almost two thirds of European adults online (63
per cent) stated they would likely switch to an alternative retailer
next time shopping online as a result of a poor experience with ordering
an item.
Despite Click & Collect remaining popular with shoppers, the research
reveals that retailers still have work to do when it comes to delivering
a consistently good experience. More than half (56 per cent) of European
adults surveyed online who used the service experienced an issue with a
Click & Collect order in the last 12 months. France in particular is
experiencing growing pains, posting a 10 per cent increase on problems
since last year (from 56 per cent to 66 per cent). Across the continent,
it appears countries have different Click & Collect areas to sharpen up;
the UK needs to focus on staffing issues, as more than a quarter (26 per
cent) of UK respondents who used Click & Collect and had an issue
experienced long waiting times due to a lack of staff. However, in other
countries more work is needed on the supply chain side. In both Germany
and France, 18 per cent of respondents who used those who experienced
issues found items were no longer available after placing an order.
There were further problems in France, with 17 per cent of respondents
who used Click & Collect experiencing a damaged item and 12 per cent
being sent the wrong item.
Returns becoming increasingly critical
Product returns is another key area to focus on. Across the European
markets surveyed, almost three quarters (70 per cent) of respondents
online across Europe say the ease of being able to return items factors
into which retailer they choose to shop online, a number that rises as
high as 77 per cent in Germany. This is only set to become a growing
trend, with European online retail sales continuing at double digit
rates of growth. As European shoppers grow increasingly well-versed in
online shopping, they are likely to follow suit in factoring returns
experiences into their choice of retailer.
"For retailers today, returns are much more than just a cost-recovery
exercise, they are another important customer touch point," said Niklas
Hedin, CEO of Centiro. "By providing customers with more options and
greater visibility into returns, retailers will increase customer
satisfaction. For example, something as simple as giving customers
instant email or SMS updates on their returns can go a long way towards
building and maintaining customer loyalty."
Gill concluded, "As it continues to evolve, omni-channel continues to
prove both a blessing and a curse for European retailers, who need to
balance not only the technologies and options they have at their
disposal, but also the expectations of their customers. In particular,
this means they need to tighten up on delivery and ensure any issues are
resolved, eradicate any problems they are having with Click & Collect
services, provide a great product returns service and use mobile
engagement to provide a great service. At the same time, the store is
once again playing an important part in the customer journey, meaning
that to succeed, retailers need to be able to blend physical and digital
elements together. Those that are able to do this will put themselves in
a great position for success during the Christmas period and beyond."
Survey Methodology:
All figures, unless otherwise stated, are from YouGov Plc. Total
sample size across Germany, UK, Sweden and France was 8,238 adults.
Fieldwork was undertaken between 29th December 2016 - 5th January 2017.
The survey was carried out online. The figures have been given an even
weighting for each country to produce an "average" value when referring
to all markets.
For figures on individual markets, total sample sizes were 2,124
(Germany), 2,070 (UK), 2,030 (Sweden) and 2,014 (France). The figures
have been weighted and are representative of all country's adults
respectively (aged 18+).
Tweet This: JDA/Centiro
European Customer Pulse 2017 Survey Highlights Click & Collect Pivotal
for In-store Sales #JDASurvey http://bit.ly/2ggLbLC
Additional Resources:
About JDA Software Group (News - Alert), Inc.
JDA Software is the leading supply chain provider powering today's
digital transformation. We help companies optimize delivery to customers
by enabling them to predict and shape demand, fulfill faster and more
intelligently, and improve customer experiences and loyalty. More than
4,000 global customers use our unmatched end-to-end solutions portfolio
to unify and shorten their supply chains, increase speed of execution,
and profitably deliver to their customers. Our world-class client roster
includes 72 of the top 100 retailers, 71 of the top 100 consumer goods
companies, and 13 of the top 16 3PLs. Running JDA, you can plan to
deliver. www.jda.com
RSS Feeds: JDA press releases: https://jda.com/rss?feed=press JDA
news: https://jda.com/rss?feed=news JDA
events: https://jda.com/rss?feed=events
Social Networks: Web: https://jda.com Blog:
http://blog.jda.com Facebook (News - Alert):
https://www.facebook.com/JDASoftwareGroup Instagram:
https://www.instagram.com/jdasoftware/ LinkedIn (News - Alert):
https://www.linkedin.com/company/jda-software Twitter (News - Alert):
https://twitter.com/JDASoftware YouTube:
https://www.youtube.com/user/JDASoftware
"JDA" is a trademark or registered trademark of JDA Software Group, Inc.
Any trade, product or service name referenced in this document using the
name "JDA" is a trademark and/or property of JDA Software Group, Inc.
View source version on businesswire.com: http://www.businesswire.com/news/home/20171018005105/en/
[ Back To Mobile World Congress's Homepage ]
|