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

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

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

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

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

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

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

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

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

14. Middle-class are the most frequent customers
People with personal income 20-50.000 RSD are largest weekly onine buying
group
Personal income
70%
Interestingly also those with
no declared income do their
60% shopping online.
50%
Probably those are
40%
30%
STUDENTS AND
20% HOUSEWIVES
10% searching for lowest prices.
0%
weekly 1-3 times a month A few times a year
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. But the wealthy shop more often
Three groups with highest income shop online most frequently. This might
indicate a niche in the segment of exclusive products.
Shopping engagement
40,00%
In total, almost half of the
internet users with personal
35,00%
income over 100.000 din
30,00%
25,00%
is buying online
20,00% at least once a
15,00%
10,00%
month
5,00%
0,00%
weekly 1-3 times a month A few times a year
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. Targeting by devices and browsing systems
Suggest iPhone users to buy other products from Apple
Don’t show Firefox display
to Firefox users
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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.
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21. Numerical Targeting
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
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
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22. Key words capping
Depending
on words
user type in
internal
search engine
ad server
displays
appropriate
ads
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23. Conditional Stop
System stops displaying campaign after pre-defined user action – the Client just
bought the bike!
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24. Re-targeting
Change or strengthen the communication by serving different display after
certain action occurs.
BUY
ME!
1.User see this display 2. User adds bike to the basket
BUY ME AND
GET SECOND
BIKE FOR 50%
3. User’s changed his mind.
After emptying basket user is 4. Coming back to the 1st
served with other bikes placement user is served with
suggestions strengthened communication
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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. Is your site really intuitive?
Check in real-time what attracts the biggest attention and start improving your site!
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27. Test most attractive titles and images
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28. Find the hot
spots
The trend is to
How many users reaches the very
shorten the pages
bottom of your page?
„Heat zones” are
not allways at the Where the promoted material
very top, find the should appear?
one on your page
Which zones are „invisible” ?
Link the unlinked
elements if you see
users click them
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29. gemiusHeatMap case studies
Product may be promoted in several ways:
Effect ?
Choose the most Learn where Use your experience
attractive photo exactly users click for future choices
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30. gemiusHeatMap case studies
How to rotate with product promotion?
Best spot, for the
biggest margin on
6 products
product
and positions
How to
Most popular
maximize
product may
sales
remain lower in
potential?
hierarchy
Is it the
product/ the
position?
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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
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32. THANK YOU
HVALA !
Join us @: Contact:
Facebook.com/GemiusGroup
Marta Klepka
Twitter.com/Gemius Global PR and Communications
Slideshare.net/Gemius_com
YouTube.com/WwwGemiusCom
Director
marta.klepka@gemius.com