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Agenda1 Online purchasing in Czech Republic2 What does it mean “ROPO eﬀect”3 Why this research4 Objectives, methodology and products included5 ROPO eﬀect for Vodafone Google Conﬁdential and Proprietary 3
CZ leads in CEE with the highest % of online retail and with sales of Czech e-shops of ~ 37 bn CZK 1 2 3 4 5 Online retail as a percentage of total retail Sales growth of e-shops in CZ [in %, 2010] [in bn. CZK] Czech e-shops [billion CZK] UK 8% DEN 5% Leaders +20% SWE 4% 37 27 33 DE 4% CZ 3% Region CEE SK 1% 2009 2010 2011 PL 2% HU 1%Source: Euromonitor International 2010, Czech Association for Electronic Commerce CZ (APEK) 2011,Slovak Association for Electronic Commerce (SAEC) 2011 Google Conﬁdential and Proprietary 4
2.6 million Czechs purchased online last year and this number is growing fast over the years 1 2 3 4 5 Individuals* purchasing online as a percentage Total number of orders via e-shops of online population aged 16-74 [in thousands orders] As a % online population Total number of ordersCzech Republic +10% +23% 26% 37% 41% 9,785 11,425 7,609 2006 2009 2011 2009 2010 2011 Abs. [mil.] 1.1 2.1 2.6 ** cetelem.sk, hej.sk, hop.sk, mall.sk, martinus.sk, obchodny-dom.sk a pelikan.skSource: Eurostat, ČSÚ (Czech Statistic oﬃce), Netmonitor.cz, Aim monitor, APEK, SAEC, Alza.cz, estimates* Individuals that purchased or booked online in last 12 months any item or service for their personal purpose Google Conﬁdential and Proprietary 5
Despite the growing popularity of online shopping, ~8 out of 10 people purchased oﬄine 1 2 3 4 5 Purchase oﬄine Purchase onlineSource: Consumer Commerce Barometer – available at: http://www.consumerbarometer.eu/ Google Conﬁdential and Proprietary 6
However, ~4 out of 10 oﬄine sales in Czech Republic are inﬂuenced by online 1 2 3 4 5 % of consumers that did research online and purchased the product oﬄine [in % of respondents] 51 % 47 % 48 % 44 % 30 % CZ UK HU PL SKSource: Consumer Commerce Barometer – available at: http://www.consumerbarometer.eu/Note: CCB research on online population Google Conﬁdential and Proprietary 7
It is not easy to understand each step in consumer path to purchase… 1 2 3 4 5 Video ads Display ads Web Website Visit to Dealer visit* Purchase traﬃc visits dealer (*) Search Oﬄine media(*) Dealer visit = Person who visited the store of the dealer Direct impact In-Direct impactSource: Google Google Conﬁdential and Proprietary 8
ROPO effect... or what does it mean for yourbusiness1 2 3 4 5 Researched online Purchased oﬄine Google Conﬁdential and Proprietary 9
First study on Czech market thanks to MB and Vodafone about internet impact on oﬄine sales 1 2 3 4 5 • What is the percentage of total sales inﬂuenced by online? Objective • Usage and importance of online / oﬄine sources on the path to purchase • Better understanding of consumer`s usage of online sources Products Methodology • CATI (phone interviews) from Vodafone database • Base, N = 2 000 • Database consisted of Vodafone customers (updated on weekly basis) New Vodafone tariﬀ Mobile phone sales • Criteria was the customer, who bought Post Paid SIM card or Handset in Vodafone store last weekSource: Online to store research with Millward Brown, Vodafone and Google (April 2012, n = 2000) Google Conﬁdential and Proprietary 10
More than 30 % of total sales in Vodafone stores are inﬂuenced by online 1 2 3 4 5 Vodafone Sales by sales channel (in %) New Vodafone tariﬀ Mobile phone sales Online shop 4% Online shop 5% Inﬂuenced 27% Inﬂuenced by online 40% by onlineVodafone Store 56% Vodafone Store 50% 73%* 60%* Call Centrum Call Centrum 40% and others 45% and othersSource: Online to store research with Millward Brown, Vodafone and Google (April 2012, n = 2000)*Note: Purchase inﬂuenced by other than online sources (e.g. by information obtained in Vodafone Stores, among friends, Google Conﬁdential and Proprietary 11in newspaper or magazines etc.)
27 % of customers used internet while doing research before purchasing a new tariﬀ 1 2 3 4 5 New Vodafone tariﬀ 27% used online sources 73% used oﬄine sources Used sources Vodafone Website 26% Vodafone Store 38% Friends and Search Engine 5% acquaintances 17% Price comparison Other carrier websites 2% provider stores 5% What kind of information they were looking for? Type of info Parameters of tariﬀs 40 % Comparison of price oﬀers 38 % Other users‘ experience 17 % Base: Tariﬀ purchasers (905)Source: Online to store research with Millward Brown, Vodafone and Google (April 2012, n = 2000) Google Conﬁdential and Proprietary 12
40 % of customers used internet while doing research before purchasing mobile phone 1 2 3 4 5 Mobile phone sales 40% used online sources 60% used oﬄine sources Used sources Vodafone Website 32% Vodafone store 39% Friends and Search Engine 15% acquaintances 15% Websites interested in handsets 12% Catalogue / magazine 7% What kind of information they were looking for? Type of info Comparison of price oﬀers 40 % Parameters of handsets 36 % Other users‘ experience 14 % Base: Handset purchasers (1069)Source: Online to store research with Millward Brown, Vodafone and Google (April 2012, n = 2000) Google Conﬁdential and Proprietary 13
Internet plays a crucial role in driving sales in Vodafone stores For one customer which purchased online, there are ~4 customers which researched online and then purchased in Vodafone store For 1 purchase in e-shop there are… ~4 purchases in Vodafone stores, which are inﬂuenced by onlineSource: Online to store research with Millward Brown, Vodafone and Google (April 2012, n = 2000) Google Conﬁdential and Proprietary 14
Key take-aways1 Internet has a signiﬁcant impact on driving oﬄine sales2 To be able to evaluate the right ROI of your online marketing campaigns, it is important to know the value of ROPO eﬀect in your industry3 In case of Vodafone, for 1 purchase in e-shop there are ~4 purchases in Vodafone stores, which are inﬂuenced by online Google Conﬁdential and Proprietary 15
Thank youResearch Online, Purchase Oﬄine...because search is more than a click Google Conﬁdential and Proprietary 16
Appendix Google Conﬁdential and Proprietary 17
ROPO efekt in diﬀerent categories 1 2 3 4 5 % of consumers that purchased % of consumers that did research online and purchased the product online the product oﬄine In speciﬁc category within last 12 months In speciﬁc category within last 12 months [in % of respondents] [in % of respondents] CZ 30 % CZ 48 %Půjčky UK 46 % UK 24 %Bílé elektro CZ 30 % CZ 51 % UK 41 % UK 32 %Zdroj: Consumer Commerce Barometer – dostupný na: http://www.consumerbarometer.eu/ Google Conﬁdential and Proprietary 18
Reasons for not searching onlineMany people still prefer the traditional way of gathering information before the purchase. Half of those whodid not search online just asked someone else for advice (who might have searched online) For others evengetting handset or tariﬀ is a spontaneous decision and they don’t have time or don’t feel need to search forinformation. Reasons for not searching online (%) One of the reasons Main ReasonI like being able to talk to someone directly 47 53It never crossed my mind 10 19 Had enoughI don’t have easy internet access 6 12 information (11%) Didn’t have time (7%)I don’t use internet at all 5 9 Didn’t care – spontaneous decision (3%)I don’t trust the information on the internet Doesn’t like/can’t search the web (4%) 1 6 Prefers personal contact (2%)I don’t know where on the internet I should look for the info 1 4Other reason 25 27Doesn’t know 3Base: Those who did not search online (674) C13. You stated that you didn’t use the internet to search for the information before the purchase, why did you Google Conﬁdential and Proprietary 19 not use this option? C14. Which of these reasons was the main one?