加拿大在线购物者研究（英文版）_14页_1mb

UPS Pulse of the Online Shopper™ Study (March 2018, Canada)

Core Content

The UPS Pulse of the Online Shopper™ Study from March 2018 provides insights into the behavior, preferences, and expectations of online shoppers in Canada. It highlights key trends and shifts in consumer behavior across different shopping channels, including online, in-store, and mobile, as well as the growing role of international shopping and retail technologies like marketplaces, robots, and chatbots.

Main Points and Key Findings

Constants: Stable Shopping Behaviors

• Shopping Experience Satisfaction:

  • 75% of online shoppers are satisfied with the overall online shopping experience, consistent with 2013 levels.
  • Satisfaction is highest for desktop/laptop shopping (79%) and lowest for in-store shopping (59%).

• Shipping and Logistics Expectations:

  • 63% expect orders placed by noon to qualify for same-day delivery.
  • 61% expect orders placed by 5 p.m. to qualify for next-day delivery.
  • Despite these expectations, Canadians are the least likely to pay for premium shipping options compared to other regions:
    • 24% are not willing to pay for next-day shipping.
    • 36% are not willing to pay for same-day shipping.
    • On average, 33% of Canadian orders include paid shipping.

• Return Preferences:

  • 64% of those who have returned an online purchase prefer to return it in-store.
  • However, more returners have shipped returns back to the retailer (64% vs. 45%).
  • Top reasons for shipping returns to the retailer include:
    • Ease of use (51%)
    • Free returns shipping (41%)
    • Retailer is an online-only store (38%)
    • No local store options (33%)
    • Lack of time to go to the store (16%)

Movers: Evolving Trends

• Mobile Shopping:

  • 81% of Canadian online shoppers use a smartphone.
  • Only 41% make purchases using their smartphone.
  • 67% of smartphone users indicate they will shop the same amount on smartphones compared to the previous year.
  • Smartphones are used in-store for:
    • Reading product details (73%)
    • Comparing prices (71%)
    • Looking up product reviews (71%)
    • Comparing prices at the same retailer's online store (69%)
    • Looking for other locations (68%)
    • Searching for products and alternatives (68%)

• International Shopping:

  • 83% of Canadian online shoppers have purchased from international retailers, the highest among all countries surveyed.
  • U.S. is the most common international market (76%).
  • Top reasons for international purchases:
    • Brands/products not available in Canada (52%)
    • Better prices internationally (43%)
    • Lower prices found on Canadian marketplaces (48%)
    • Unique items not found in Canada (41%)

• Delivery Options:

  • 78% expect an economy international shipping option.
  • 50% expect expedited international shipping.
  • Economy shipping is used on 68% of international orders.
  • Expedited shipping is used on 19% of international orders.

• Store Engagement:

  • 70% of Canadian online shoppers say they will shop the same amount in-store as before.
  • 59% of shoppers are satisfied with in-store experiences, the second lowest globally.
  • Ship-to-store service is gaining traction:
    • 34% of shoppers have used it in the past year.
    • 43% plan to use it more often next year.
    • 38% of those who used ship-to-store made additional purchases in-store.

Emergers: Future-Ready Trends

• Alternate Delivery Locations:

  • 42% of Canadian online shoppers prefer shipping to alternate locations.
  • 38% use them on their orders.
  • Urban shoppers prefer 47% of orders delivered to alternate locations.
  • 57% are interested in extended hours for alternate delivery locations to reduce fees.

• Marketplaces:

  • 96% of Canadian online shoppers have purchased from a marketplace.
  • 32% research more on marketplaces.
  • 29% plan to purchase more on marketplaces.
  • Top reasons for using marketplaces:
    • Free/discounted shipping (51%)
    • Total cost including shipping and taxes (43%)
    • Speed of delivery (37%)
    • Broader selection (37%)
    • In-stock products (37%)

• Retail Technologies:

  • Chatbots are widely accepted:
    • 34% of shoppers use chatbots for creating return labels.
    • 33% are comfortable interacting with chatbots.
  • Robots are less preferred:
    • 53% prefer interacting with a person in a retail store.
    • 46% would not want robots in stores due to workforce replacement concerns.
    • 36% find robots cold/impersonal.
    • 33% are uncomfortable with robots.

Key Takeaways for Retailers

1. Deliver a Consistent Experience
   Ensure parity across all channels to maintain brand consistency and customer satisfaction.

2. Offer Flexible Delivery Options
   Include in-store pickup, alternate delivery locations, and expedited delivery to meet evolving consumer preferences.

3. Elevate the In-Store Experience
   Enhance the physical store experience to keep it relevant and competitive.

4. Empower the Shopper
   Provide convenient in-store technologies and a robust mobile shopping experience.

5. Focus on International
   Canadian shoppers have the highest rate of international purchases. Prioritize international shipping to expand your customer base.

Methodology

The study is based on survey data collected from Canadian online shoppers, analyzing their behavior, preferences, and expectations across various shopping channels and technologies. It provides a comprehensive overview of current and emerging trends in the Canadian retail landscape.