STORES Magazine - September 2017 - 22
NEED A LITTLE MORE INSIGHT INTO TODAY'S SHOPPERS?
The UPS Pulse of the Online Shopper study showcases a few trends
that are worth heeding.
Louis DeJianne, director of retail strategy for the shipping giant,
offers a few highlights from the survey, now in its sixth year.
Marketplaces are driving traffic. Sites like Amazon and
other marketplaces have become the dominant force in where
consumers start their searches. The study shows that Amazon
on its own accounts for 29 percent of where product searches
begin while other marketplaces contribute another 9 percent.
Amazon as a search starter is up two points over 2016 while other
marketplaces are up one point.
Compare that with all retailer channels as sale starters: Retailers'
websites, bricks-and-mortar stores and apps combined for 29 percent
- down 2 percentage points over the past year. That decline comes
from websites, which dropped from 14 percent to 12 percent.
"Marketplaces are breaking down those borders for retailers
from China to the U.S. and vice versa," DeJianne says. "The
number of those purchasing internationally is something we'd
expect in the future to continue."
U.S.-based retailers have the same opportunity to reach
international customers, but must meet consumer demands.
More than three-fourths - 77 percent - said that having all the
"Marketplaces are a great place to drive additional growth,"
DeJianne says. "You have to be concerned about your own channels
and ensure that you're providing an experience there, too." Search
engines held steady at 15 percent.
The world is open. Marketplaces have played a role in making retail
a global environment, and shoppers are responding. Almost half
- 47 percent - of frequent online shoppers have made a purchase
from an international retailer, up 4 percentage points since 2016.
A lot of that started at a marketplace: 43 percent of those
who had made purchases were induced by a better price
from an international retailer on a U.S. marketplace. Product
uniqueness (36 percent) and brands not available in the United
States (34 percent) also were big drivers. And it's not just
Canada; 61 percent of those shoppers had made a purchase
from a retailer based in China.
TOP 10 BY AGE
Source: Prosper Insights & Analytics, Monthly Consumer Survey, June 2017
STORES September 2017
shopping search, with Walmart shoppers even
higher at almost 18 percent. In 2015, it was only
12 percent, and again higher for Walmart customers
at 16 percent.
Other mobile outreach - websites and apps -
ranked at 14 percent for all shoppers and 16 percent
for Walmart shoppers. Video on mobile devices was
a search trigger for 10 percent of all consumers -
with Kohl's shoppers well below at 3 percent.
Shoppers are increasingly using mobile devices to
research items before they buy, though in-store and
desktop/laptop still outrank the smartphone. But
there is significant movement: In 2017, 23 percent
of shoppers researched apparel products on their
smartphone before purchasing, up from 16 percent
in 2015. Other categories were all up roughly the
"Overall, mobile looks to be where consumers are
headed," Goodfellow says.
That's for good reason, according to Louis
DeJianne, director of retail strategy for shipping
giant UPS, which recently released its annual