Survey highlights preferences for alternate delivery locations and enhanced mobile
Singapore Highlights
• Across Asia, Singapore has the highest percentage of online shoppers (52%) who stated having the ability to select a delivery location that is convenient to them is an important factor when checking out online
• 63% of Singaporean online shoppers review a retailer’s return policy before making a purchase, tied with China as the highest in Asia Pacific
Singapore, March 3, 2015 – Creating personalized e-commerce experiences and providing alternate delivery locations are helping retailers boost customer satisfaction. According to the UPS Pulse of the Online Shopper™ study, online shoppers in Asia continue to be the least satisfied with their online and in-store shopping experiences.
Today UPS (NYSE: UPS), a global leader in logistics and transportation services, and comScore Inc. (NASDAQ: SCOR), a leader in measuring the digital world, released the second global study analyzing what drives an online shopper’s full path to purchase. Results show the advent of the ‘flex shopper’ – an online buyer who easily switches channels and devices when evaluating and purchasing products, and also expects a seamless retail experience from research to delivery.
The Asia survey is part of a global study that examines emerging trends from Brazil, Mexico, Europe and the United States. Key global findings include:
• Online shoppers want alternative delivery locations and payment options
• Mobile is a catalyst to omnichannel shopping and retailers should address limitations
• Free shipping is still important along with a greater emphasis on returns
“Technology is changing the way we interact with each other, and transforming the way we consume,” said Rob Houck, Vice President of Marketing, UPS Asia Pacific. “Constant connectivity to information, products and services has fueled a consumerist culture of instant gratification that is driving e-commerce growth across the world, especially in Asia.”
Personalized experience drives customer loyalty
The study revealed 48% of Asian online shoppers embrace new shopping trends. The market has the second highest adoption of curated subscription services – the tactic retailers use to help consumers discover products based on their preferences and purchase history. China has the highest number of online shoppers enrolled in such services at 68%, followed by South Korea at 55%, and Singapore at 49%.
In comparison, it is much lower in Europe at 23% and the United States at 22%. Japanese online shoppers are the least interested in this service, with only 18% of respondents enrolled.
Mobile research helps make purchasing decisions
Purchasing via desktop and laptop devices is still commonplace, however, mobile usage continues to impact the path to purchase. In Asia, online shoppers use their mobile devices to research products prior to a store visit or while in store, make purchases and track deliveries. Chinese (65%) and South Korean (48%) online shoppers are the most active in purchasing on a smartphone.
To drive conversion from research to active consumption, retailers should consider enhancing their mobile platforms. Top concerns include product images not being clear or large enough (50%), product information not able to be viewed easily (42%) and technical difficulties when comparing products on websites (41%).
Alternate options increase customer satisfaction
While online shoppers prefer to have the majority of their orders delivered to their home, there is a growing trend for alternate delivery locations. Asia leads all markets with 45% of respondents stating they prefer to have their online orders delivered to locations other than their home when they are unavailable to sign for a package.
In Singapore, 52% of the respondents said having the option to select a delivery location that is convenient to them is an important consideration when completing an online purchase. The most popular alternate delivery location for Singaporean consumers, when they are not at home to sign for a package, is a local retail location authorized to hold packages for pick up at their convenience.
“Singapore has experienced tremendous e-commerce growth in the past four years, and it is projected the industry will reach USD 3.45 billion (approximately SGD 4.4 billion) in 2015 ,” said Ingrid Sidiadinoto, Managing Director, UPS Singapore. “To help our retail customers compete more effectively and capitalize on market opportunities, UPS continually looks into enhancing our portfolio of services. Recently, we entered into an exclusive partnership with 7-Eleven to provide alternative delivery locations that have expanded the last mile delivery options for our customers and their end consumers.”
Singaporean consumers now have the flexibility of collecting their UPS packages from selected online retailers at 20 participating 7-Eleven outlets, located at Shell petrol stations. With 7-Eleven stores operating 24 hours a day, 7 days a week, the outlets allow consumers to pick up their packages from a secure and staffed location at their convenience.
“Consumers engage better with businesses that allow them to exert control at various touch points along the shopping process,” Houck said. “UPS is uniquely positioned to empower retailers by reducing points of friction for the ‘flex shopper’, and provide a personalized customer experience with innovative logistics solutions and returns services.”
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About the UPS Pulse of the Online Shopper Study
In September and October 2014, comScore surveyed more than 5,200 online shoppers in five Asian countries: China, Hong Kong, Japan, Korea and Singapore.
About comScore
comScore, Inc. (NASDAQ: SCOR) is a global leader in digital measurement and analytics, delivering insights on web, mobile and TV consumer behavior that enable clients to maximize the value of their digital investments. For more information, please visit www.comscore.com/companyinfo.
About UPS
UPS (NYSE:UPS) is a global leader in logistics, offering a broad range of solutions including transporting packages and freight; facilitating international trade, and deploying advanced technology to more efficiently manage the world of business. Headquartered in Atlanta, UPS serves more than 220 countries and territories worldwide. The company can be found on the web at UPS.com® and its corporate blog can be found at Longitudes.ups.com. To get UPS news direct, visit pressroom.ups.com/RSS.
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Contact:
Sundeep Chadha, UPS Singapore
Tel: +65 6302 8135
Email: csundeep@ups.com
Sarah Guldin, Ogilvy Public Relations, Singapore
Tel: +65 6213 6961
Email: sarah.guldin@ogilvy.com
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