Explore the e-commerce industry in Serbia and Croatia. Learn more about the e-commerce users: who is a typical e-client on the Serbian web? Who is buying the most often? And what is the potential for growth of the interest in e-shopping in the incoming years? These questions can be answered observing the neighbouring Croatia and its industry trends. If you are an e-commerce player yourself - get to know how you can provide your users with a better experience on your web site? Digital tools and insights can help your virtual merchandising and enhance site usability as well make it possible to offer better targeted offer. Get return on your investment in the click monitoring and heat zones identification through more sales and higher customer engagement!

1. Marta Klepka
Gemius SA
Digital insights for
e-commerce
industry in Serbia
How to improve usabiliity of
e-commerce services &
virtual merchandising
E-trgovina, Palič, 26.04.2012

2. 2
• a global company and the no. 1 choice in EMEA, provides consultancy and
expertise on consumer behaviour in the digital world
• ‘one stop shop’ for everyone who needs to measure a website, plan and deliver
effective online campaigns or use the internet as a communication channel
About us

3. 3
,
JIC Standard: Poland, Czech
Republic, Slovakia, Hungary,
Slovenia, Turkey, Israel,
Denmark, Ukraine, Belarus,
Moldova
De facto currency: Lithuania,
Latvia, Estonia, Bulgaria, Bosnia,
Croatia
Start-up: Russia, Serbia, MENA
(UAE, KSI, Egypt, Lebanon,
Jordan, Syria, Kuwait, Morocco,
Tunisia)
Gemius as the currency in online measurement

4. The story is…
• The profile of e-shopper in Serbia and Croatia
• Loyal customers
• Improving ROI thanks to targeting and more
effective promotion
• The key to virtual merchandising

5. OK, so who is shopping online in Serbia?

6. The percentage of internet users who shop via internet increased significantly over the
years in Croatia. That gives Serbia hope for the brighter future
How many internet users shop online?
Situation on Serbian
market looks quite
optimistic
Percentage of declared rate of
shopping via the internet
58,43%
41,57%
Serbia 2012
do not shop
shop 67,14%
27,69%
Croatia 2008
do not shop
shop
50,62%
45,00%
Croatia 2012
do not shop
shop
Source of data: gemiusAudience for Serbia February 2012 and Croatia - 2008 and 2012

7. Croatians are still distrusful when it comes to online shopping outside their
country. This trend changes with time but slowly.
E-shopping on foreign sites
76,86%
17,54%
Croatia 2008 e-shopping abroad
do not
shop
shop
58,84%
36,13%
Croatia 2012 e-shopping abroad
do not shop
shop
Source of data: gemiusAudience for Serbia February 2012 and Croatia - 2008 and 2012

8. At present Serbian men shop significantly more than women. Croatian case shows us
this is likely to change with time.
Gender share in online shopping
Croatian case as well
as others show us that
as market matures,
gender disproportions
tend to even out
41,75%
58,25%
Serbia 2012
Females
Males
40,68%
59,32%
Croatia 2008
Females Males
46,26%
53,74%
Croatia 2012
Females Males
Source of data: gemiusAudience for Serbia February 2012 and Croatia - 2008 and 2012

9. The Croatian case shows us growth in importance of smaller settlements. It is
likely that Serbia wil follow that pattern.
Growing role of smaller settlements
Presently inhabitants
of major cities
dominate the online
market
We predict that with time this will
change.
37,77%
18,68%
18,28%
16,26%
Serbia 2012
over 100,000
25,000-99,999
5000-24,999
up to 5000
32,30%
16,92%
19,28%
25,50%
Croatia 2008
over 100,000
25,000-99,999
5000-24,999
up to 4,999
26,82%
15,80%
19,89%
30,20%
Croatia 2012
over 100,000
25,000-99,999
5000-24,999
up to 4,999
Source of data: gemiusAudience for Serbia February 2012 and Croatia - 2008 and 2012

10. Number of seniors (55+) who shop online is relatively high
Seniors
Source of data: gemiusAudience for Serbia February 2012 and Croatia - 2008 and 2012
In comparison in Croatia in 2008 their
activity was neglegible and is still small.
26,11%
30,03%
21,50%
11,88%
10,49%
Serbia 2012
15-24
25-34
35-44
45-54
55+
29,30%
27,15%
25,44%
12,76%
0,54%Croatia 2008
15-24
25-34
35-44
45-54
55+
33,04%
29,38%
21,18%
12,00%
4,40%Croatia 2012
15-24
25-34
35-44
45-54
55+

11. Nice, but who is the loyal and frequent customer?

12. This will probably change with time but now the smallest gap between men and
women is in group that shops online least frequently
Men shop online more often
0%
10%
20%
30%
40%
50%
60%
70%
80%
weekly 1-3 times a month A few times a year
Gender
M F
FEMALES SHOP
LESS OFTEN
…online of course ;)
Source of data: gemiusAudience for Serbia, February 2012

13. Different age groups have relatively even share in online shopping, which is a
good sign.
Age groups
Most active is group 25-34
already recognized as
SEXY GROUP
Interesting feature of Serbian
market is quite big group of
ACTIVE SENIORS
who shop quite often
0%
5%
10%
15%
20%
25%
30%
35%
weekly 1-3 times a month A few times a year
Age groups
15-24 25-34 35-44 45-54 55+
Source of data: gemiusAudience for Serbia, February 2012

14. People with personal income 20-50.000 RSD are largest weekly onine buying
group
Middle-class are the most frequent customers
Interestingly also those with
no declared income do their
shopping online.
Probably those are
STUDENTS AND
HOUSEWIVES
searching for lowest prices.
0%
10%
20%
30%
40%
50%
60%
70%
weekly 1-3 times a month A few times a year
Personal income
100.001 din or more 80.001-100.000 50.001-80.000
20.001-50.000 less than 20.000 no income
Source of data: gemiusAudience for Serbia, February 2012

15. Three groups with highest income shop online most frequently. This might
indicate a niche in the segment of exclusive products.
But the wealthy shop more often
In total, almost half of the
internet users with personal
income over 100.000 din
is buying online
at least once a
month
0,00%
5,00%
10,00%
15,00%
20,00%
25,00%
30,00%
35,00%
40,00%
weekly 1-3 times a month A few times a year
Shopping engagement
100.001 din or more 80.001-100.000 50.001-80.000
20.001-50.000 less than 20.000 no income
Source of data: gemiusAudience for Serbia, February 2012

16. So how, with help of the digital insights, e-
commerce players can optimize the online sales
and adjust their offer to the needs of online
shoppers?

17. What digital insights to use to boost sales?
• It is worth using the click and hot spot
measurement and other tools such as adservers
and web analytics
• Most of this investement comes back through
increased revenues and more satisfied
customers
WHY?

18. Why adserver for e-commerce?
• Bigger conversion
• More satisfied and less annoyed customer
• Optimal monetization of ad space
• Satisfied partners
• Better promotion and discounts management
HOW DOES IT WORK?

19. 19
Targeting by devices and browsing systems
Suggest iPhone users to buy other products from Apple
Don’t show Firefox display
to Firefox users

20. 20
Database targeting
Combine it with numerical targeting based on your partner’s database internal
campaign and target for example only users at age 20-30.

21. 21
Numerical Targeting
CASE: Serve exclusive gold jewelry
advertisement only to the richest and
mature users
• If average transaction was higher then $
• If product from luxurious categories
• If user’s age is between 35-60
• If already bought some exlusive jewelry
Gives possibility to display advertisements after any defined variables of
the numeric type and after logic expressions connected to them.
E-commerce platforms have wide database that can be used for setting up
the most efficient targeting for logged-in users

22. 22
Key words capping
Depending
on words
user type in
internal
search engine
ad server
displays
appropriate
ads

23. 23
Conditional Stop
System stops displaying campaign after pre-defined user action – the Client just
bought the bike!

24. 24
Re-targeting
Change or strengthen the communication by serving different display after
certain action occurs.
BUY
ME!
1.User see this display
3. User’s changed his mind.
After emptying basket user is
served with other bikes
suggestions
2. User adds bike to the basket
BUY ME AND
GET SECOND
BIKE FOR 50%
4. Coming back to the 1st
placement user is served with
strengthened communication

25. Why click and hot-spots’ measurement ?
• Get up to 20% more clicks -> bigger conversion
• More effective bundles of products and product
rotation
• Increased site usability and hot spots identifies
• Real-time site management (1 minute delay!)
• Easy implementation (1 script) and full support
HOW DOES IT WORK?

26. 26
Is your site really intuitive?
Check in real-time what attracts the biggest attention and start improving your site!

27. 27
Test most attractive titles and images

28. 28
Find the hot
spots
How many users reaches the very
bottom of your page?
Where the promoted material
should appear?
Which zones are „invisible” ?
The trend is to
shorten the pages
„Heat zones” are
not allways at the
very top, find the
one on your page
Link the unlinked
elements if you see
users click them

29. 29
gemiusHeatMap case studies
Product may be promoted in several ways:
Effect ?
Choose the most
attractive photo
Learn where
exactly users click
Use your experience
for future choices

30. 30
gemiusHeatMap case studies
How to rotate with product promotion?
6 products
and positions
How to
maximize
sales
potential?
Is it the
product/ the
position?
Best spot, for the
biggest margin on
product
Most popular
product may
remain lower in
hierarchy

31. 31
gemiusHeatMap case studies
Looking for the bigger picture agregating the traffic
Two different
keywords
Lead us to the
same location
Generating 2
different URL
addresses
http://www.otodom.pl/products.php?productId=1022&keyword=2balconies
http://www.otodom.pl/products.php?productId=1022&keyword=3bedrooms

32. THANK YOU
HVALA !
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Contact:
Marta Klepka
Global PR and Communications
Director
marta.klepka@gemius.com