Visualsoft：2017年英國電子零售業報告(英文版)(19頁)（19頁）.pdf

1、E-Retail Performance Report 2017 UK Edition Are UK E-retailers achieving their growth potential and delivering against constantly evolving customer needs? We investigated the performance of the Top 240 online retailers to find out. In a rapidly growing market, its possible for success to come too ea

2、sily. With ever-increasing sales masking the true level of performance. At the time of writing, the Office for National Statistics reports UK online spending is growing 15.6% year-on-year. It now amounts to 1.1 billion of spending each week 16.4 pence of every pound spent by UK shoppers (excluding f

3、uel). In simple terms, if youre a digital retailer achieving 15% growth year-on-year, thats the same as standing still. So, while in traditional retail even the most successful are forced to innovate or die, the UKs leading e-retailers are able to take a more relaxed approach. Tweaking the dials, mo

4、nitoring the competition, but safe in the knowledge that unless they seriously mess up, next months sales figures will bring them more good news and plaudits. This easy growth can be harmful. It can lead to complacency and failure to reach true potential. It can also hand competitors a chance to cat

5、ch up good news for the many hungry, growing e-retailers looking to supplant existing major players. Our report looks at the extent to which leading retailers are failing to achieve their true growth potential in the UK. Where are they letting customers down? What opportunities exist for those seeki

6、ng to take advantage? Judging by our findings, theres plenty of room for improvement and now is the time for up-and-coming retailers to take the initiative. At Visualsoft, we help such brands to seize opportunities. Through our Shared Success model (where retailers benefit from our best-advice and e

7、xpertise for a share of increased profits rather than upfront fees) we are working in partnership to take on the current big-players, maximising the true potential of the growth opportunities within each market. Dean Benson CEO Foreword UK online spending is growing 15.6% year-on-year. It now amount

8、s to 1.1 billion of spending each week. We selected over 240 of the leading UK e-retail companies* across a range of sectors. Our research team analysed each against seventeen criteria. These were selected by our expert panel to be the factors most likely to create incremental sales in the current m

9、arket. Our aim was to identify how hard the leading e-retailers in the UK were pushing to maximise their true growth potential. Our results have been compiled, analysed and are broken down in the pages that follow. * Retailers selected from the IRUK 500 report Specifically, we looked for: The qualit

10、y of page speed and avoidance of likely visitor loss. Effective use of social media channels. The use of multichannel options to complement their main site. Effective use of Google tools. Effective use of apps. Offering a responsive website Effective use of onsite search e.g. suggestive search and r

11、ecommendations. Effective use of navigation options allowing shoppers to easily and quickly find products. Acceptance of multiple currencies. Use of cross-selling and upselling on product pages. Effective use of pop-ups and overlays e.g. to remind customers of special offers or countdown of delivery

12、 slots. Effective use of secondary calls to action e.g. wish lists, sharing of purchase. Wide variety of payment methods. Multiple delivery options available. Effective email sign-up. Number of steps to purchase. Buying assistance e.g. live chat, virtual assistant. Methodology Retailers included in

13、the study Abercrombie by defining this user experience, you can show different audiences key messages at just the right time for them. “That is ultimately what will either get them to convert, get them spending more, or capture their email address for future targeting, without annoying visitors.” Li

14、ndsey Roberts Head of Email Marketing Conclusion Given that our sample of e-retailers are picked from those considered our nations best, its surprising to see how many are failing to complete the checklist of best-practice options. But this is good news for fast-growing e-retailers looking for new o

15、pportunities. To gain an advantage in the market, they should be particularly focused on: Mobile site page load speeds keeping every possible potential customer. Maximising their reach through social media especially Instagram and Facebook. Exploring the options presented through multiple channels e

16、.g. eBay and Amazon. Maximising traffic to be gained through effective use of Google Shopping tools. Optimising their onsite experience, especially through the best onsite search functions, live chat and navigation tools. Offering as wide a range of delivery and payment options as possible, meeting

17、the needs of all customers. Using every possible method to upsell and cross-sell to customers, particularly harnessing the potential of pop-ups and overlays. The key to achieving these goals is forming a good relationship with technology partners you can trust. Partners that will keep you up to date

18、 with the latest tools and techniques to maximise growth. “This research has yielded some incredibly interesting results, illuminating just how many top household-name retail brands could be doing more to improve their e-commerce offering. “Customer needs are evolving all the time and, if online ret

19、ailers are to flourish and reach their full growth potential, they must explore all potential avenues for improvement. This presents a particularly strong opportunity for emerging e-retailers who are looking to gain market share and grow their online brand. “From optimising mobile load speeds to max

20、imising their social media reach, right through to exploring the options presented by third party shopping channels such as eBay, Amazon and Google, growing e-retailers who look to proactively optimise their online offering will find themselves in a strong position to take advantage of the opportuni

21、ties presented by such an increasingly competitive online marketplace.” David Duke Chief Operations Officer And thats where Visualsoft comes in If youve read this far, youll know that there are huge opportunities for retailers who are yet to implement some of the tactics and conversion-boosting appr

22、oaches recommended by our eCommerce experts. The points in this report are not just recommendations, theyre industry expectations, and retailers who fall short will see their profits hit the hardest as customers look to retailers that meet their needs. The tricky part, now, is where to begin? We can

23、 help you identify the key areas most important to your brand through a tailored digital strategy, and get to work on improving your site to increase conversions and offer your customers a superior online experience. With Quarter 4 well underway and a New Year on the horizon, now is the time to take action, make plans and better invest in your online store and digital channels. Contact us today and start making leaps past your competition. 01642 988 418 www.visualsoft.co.uk/contact/ bdvisualsoft.co.uk ? ? ? The points in this report are not just recommendations, theyre industry expectations