Toys, Footwear and Fashion are the Retail sectors with the greatest presence in eCommerce, as shown by the First Digital Retail Study presented yesterday by IAB Spain, the Association of advertising, marketing and digital communication in Spain, carried out in collaboration with Corpora360, specialists in mobile commerce solutions for the Retail sector.
The study analyzes the most representative brands in the Spanish retail market, their service offerings in the physical and digital channel (desktop and mobile), and its commercial adaptation to new devices such as smartphones, tablets or phabets. To do so, 119 brands were selected from the 10 main Retail sectors with an online presence, taking into account their sales figure, notoriety and presence. Fashion turned out to be the sector with the most weight, as well as footwear and accessories.
Conclusions of the First Digital Retail Study
Online vs physical store
Companies in the retail sector are adopting global criteria, linking their strategies and functional organization to traditional and online sales. In this sense, 82% of these have an online store. This data increases to 88% considering those of Spanish origin (62% of the sample).
Among the sectors with the greatest presence in digital sales channels, the following stand out:
- Toy store: 100% of the brands studied have an online store
- Footwear: 95% of the brands studied have an online store
- Fashion: 93% of the brands studied have an online store
Optimization of the shopping experience
Taking as a reference the 11 most common functionalities of websites, this study observes that the most widespread among brands is the product search bar implemented in 83% of portals. In second place is the “cross-selling” or recommended products to combine with the product that is being viewed or purchased (66%). The third most used functionality is “recently viewed”, with 47%.
However, only 15% of the brands studied allow online availability in the physical store and only 3% make the reservation online.
Regarding Social Media, up to 86% of brands include in their offer the option to share their products through Facebook (77%), Twitter (61%), Pinterest and Google+ (39%) and through e- mail (33%).
The study also analyzes the new concepts related to omnichannel and the coexistence between the traditional channel (physical store) and the digital channel (online store) such as "Click & Collect" (online purchase, collection in store), webrooming (search for information in the web / app, purchase in store) or all the services that are known under the concept of “Bricks & Clicks” (for example, online purchase, return in store, etc.). Within the omnichannel strategy, the companies Pull & Bear, Mango, G-Star, Uterque, Mayoral, Decathlon, Fnac and Prenatal stand out. Only Fnac and PreNatal offer online booking and store pickup.
Delivery and return
Delivery time in Spain is faster than in the US: almost 70% deliver within 3 days (8% in the US). 58% of brands offer a Premium delivery service (such as store pickup or express delivery). Only 12% offer free shipping. The return is free in 39% of cases, highlighting Fashion, Large Distribution and Sports.
Communication
31% of brands communicate promotions on the web, mainly on the online store (96%), to a lesser extent on the physical store (36%). The Newsletter is the most widespread format (77%) compared to the blog (45%) and the chat (8%).
mobile commerce
52% of the brands studied have native applications, although of these, only 21% offer online shopping. However, only 21% of online stores have adaptive design (responsive design). The sectors that lead the ranking of brands that are adapted to mobile are Large Distribution (86%), Toys (80%), Fashion (77%) and Accessories (64%).
The experts speak
For Anthony Traugott, General Director of IAB Spain, "The off - on strategy is imposed as the new trend in Retail, undoubtedly one of the levers of the economy, although we observe that there is still a lot of room for innovation and growth".
According to Xavier Clarke, Director of Mobile, Innovation and New Media, "The low presence of mobile e-commerce is striking, where moreover there is more betting on Apps than on mobile or Responsive websites, which should already be common. There is also a lot of room for growth for Digital Signage in physical stores, a demand from the users themselves ”.
In the words of Florence Revilla, commercial manager of Corpora360, “The brands are aware of the existence of the hyperconnected customer. The shopping experience must be uniform and consistent in any channel, be it the physical store, from the PC, a tablet or a smartphone. Increasingly, the presence in the mobile channel is essential to boost not only sales in the digital channel, but also to improve the shopping experience itself in the physical channel, which still represents the majority of sales in the sector retail ”.
Download
You can view and download the full study here.