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Kręte ścieżki konsumenta w e-commerce - raport 2019

Wiadomości

Kręte ścieżki konsumenta w e-commerce - raport 2019

Środa, 18 września 2019
Publicis Groupe opublikowała raport poświęcony w całości zachowaniom konsumentom w e-commerce. Raport „(kręte) ścieżki konsumenta w e-commerce”, który powstał we współpracy z partnerami technologicznymi oraz sklepami internetowymi: Criteo, QuarticOn, Insider, SalesManago, Frisco.pl i Morele.net, zawiera rzeczywiste dane o behawiorystyce polskich e-konsumentów, w kluczowych kategoriach produktowych: health & beauty, sport & fashion, footwear, grocery, CPG i consumer electronic.
- Zmiana podejścia do sprzedaży w internecie to dzisiaj jeden z kluczowych elementów procesu transformacji digitalowej i budowania doświadczeń z konsumentami na całej ścieżce zakupowej. Przed tym wyzwaniem stoi obecnie ogromne grono marketerów. Natychmiastowe rozpoczęcie działań w tym obszarze jest nieodzowne dla rozwoju biznesu w nowej, cyfrowej rzeczywistości – mówi Piotr Piętka, co-CEO Publicis Groupe w Polsce.

- W Publicis Groupe wiemy, jak ważny w tym procesie jest dostęp do aktualnych i rzetelnych informacji na temat zachowań konsumentów. Publikując raport „(kręte) ścieżki konsumenta w e-commerce”, chcemy zniwelować deficyt wiedzy i przyczynić się do rozwoju biznesu naszych klientów oraz całej branży e-commerce w Polsce. Potrzebna jest natychmiastowa zmiana świadomości na temat istotności e-commerce i – w jej efekcie – głęboka rewizja działań sprzedażowych prowadzonych przez retailerów i detalistów – dodaje Tomasz Pawlikowski, co-CEO Publicis Groupe w Polsce.

Rynek e-commerce w Polsce rośnie w tempie dwucyfrowym. Estymacje mówią o 7 proc. udziale e-commerce w ogólnej sprzedaży detalicznej w 2019 roku. Ten sam wskaźnik w USA wynosi według różnych źródeł 12-13 proc., a na największym rynku e-commerce’owym, w Chinach, już blisko 30 proc. Branża intensywnie się rozwija, ale poszczególne regiony i rynki przechodzą ten proces w różny sposób. Różnią się także e-konsumenci w poszczególnych krajach. Dostęp do globalnych raportów i analiz na temat zachowań internautów w e-commerce nie jest wystarczający. Publicis Groupe wspólnie z partnerami opublikowała pierwszy, obszerny raport oparty w całości o rzeczywiste, a nie deklaratywne dane, na temat ścieżek e-konsumentów w sklepach i platformach zakupowych oraz marketplace’ach. Analiza pokazuje, jak konsumenci poruszają się po ścieżkach zakupowych w sześciu kluczowych kategoriach produktowych: health & beauty, sport & fashion, footwear, grocery, CPG i consumer electronic.

Do zainicjowanego i zrealizowanego przez Publicis Groupe projektu zaproszeni zostali właściciele e-sklepów i firmy agregujące dane w e-commerce. Nadrzędną intencją było możliwie najpełniejsze zrozumienie motywacji i czynników decyzyjnych na ścieżce konsumenta, takich jak poszczególne elementy w strukturze serwisów zakupowych, czy jakość contentu e-commerce, zarówno na ścieżkach zakupowych zakończonych konwersją, jak również tych niekonwertujących.

- Nasze opracowanie pokazuje specyfikę 6 analizowanych kategorii, zarówno w odniesieniu do roli jaką pełnią kanały mobile i desktopowe, długości ścieżek zakupowych, jak i roli poszczególnych touchpointów. Jednym z głównych wniosków raportu jest ogromna istotność kontentu dla prowadzonych działań e-commerce – komentuje Krzysztof Andrzejczak, Chief Commerce Officer w Publicis Groupe Polska.

Jak wynika z przeprowadzonej przez Publicis Groupe analizy, dla producentów sama obecność w e-commerce to zaledwie punkt wyjścia dla rozwoju sprzedaży online. Użytkownik na swojej drodze do sklepu porusza się pomiędzy wieloma punktami styku, może korzystać z kilku witryn w trakcie jednej misji zakupowej, a swoją wizytę w sklepie traktuje również jako początkowy etap inspiracji, poszukiwań i rozważania produktu, a nie tylko finalizacji transakcji.

- Przy obecnej złożoności rynku, by móc skutecznie rozwijać się i wyróżniać w cyfrowych kanałach sprzedaży, istotne jest zrozumienie zachowań zakupowych na witrynach e-commerce. Strony sprzedawców pełnią różne role dla konsumenta, w zależności od kontekstu i czynnika, który zmotywował go do wizyty. Bogata analityka e-commerce może być wykorzystana do identyfikacji insightów dla marek. Projektowanie efektywnych strategii e-commerce będzie wymagać zręczności zarówno w holistycznym podejściu do ścieżki prowadzącej konsumenta do sklepu, jak również wewnętrznej, już na samej witrynie. Dialog pomiędzy ekspertami e-commerce, reprezentującymi marki czy dostawców oraz platformami sprzedażowymi, służy całej branży, szczególnie w budowie rozwiązań polepszających doświadczenie zakupowe użytkownika – powiedziała Marta Zuska, Senior Commerce Manager Publicis Groupe.

Wnioski płynące z raportu „(kręte) ścieżki konsumenta w e-commerce” pozwoliły specjalistom Publicis Groupe i zaproszonym do publikacji ekspertom, zdefiniować szereg rekomendacji dla marketerów, o których można było usłyszeć na konferencji, poświęconej premierze raportu. Najważniejsze z nich to:
  • Badaj ścieżki zakupowe konsumentów wspólnie z e-sklepami, w tym bezpośrednio na ich witrynach internetowych. Gdzie klienci szukają i jak znajdują Twój produkt? Identyfikuj miejsca, gdzie zapadają decyzje.
  • Zdefiniuj (jeśli trzeba – z pomocą ekspertów) zestaw najważniejszych metryk, które chcesz śledzić, by badać efektywność Twojej obecności w e-commerce. Czy masz właściwy content? Czy mierzysz średnią pozycję w wynikach wyszukiwania swoich produktów? Udział w e-półce? Skuteczność pozycjonowania kart produktowych w wyszukiwarkach ogólnego przeznaczenia? Zaplanuj metodologię pozyskania i interpretacji danych.
  • Poszukaj odpowiedzi na pytania: czy tworzone przez Ciebie treści odpowiadają na potrzeby i bolączki konsumentów, czy są zgodne z pozycjonowaniem marki, wykorzystują wiedzę o postawach i użytkowaniu kategorii przez konsumentów?

Raport „(kręte) ścieżki konsumenta w e-commerce” jest darmowy i ogólnie dostępny dla każdego, komu bliski jest temat skutecznej sprzedaży w internecie.

Można go pobrać ze strony: http://raport-ekonsument.pl/about




tagi: konsument, e-commerce, Raport 2019,


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