The document summarizes a study of online shopping behaviors among young people ages 18-25 in 5 European countries. The study found that convenience, choice, and price are major draws to online shopping for this group. Through ethnographic interviews and video diaries, the study identified common customer journeys and pain points. It analyzed behaviors like accepted risk, inspiration seeking, and security preferences by country. Overall, the youth observed had strong similarities in expectations and experiences, but showed some differences in attitudes based on country. The study concluded with recommendations for retailers to empower smart shopping, ease transactions, provide flexible options, and develop personalized relationships.

1. DPD Ireland
DPDgroup & InProcess
European Young E-shoppers
Study

2. Introduction
• Nearly 30 year’s experience delivering parcels in
Ireland
• Over 8000 active customers
• Core services next day delivery in Ireland & road
delivery into Europe
• Over 40% of DPD’s business is now b2c and this
will continue to grow
• Delivering to over 20,000 Irish homes daily
• Delivery partner for many of Ireland & the UK’s
leading online retailers
• Part of the DPD Group, the 2nd largest parcel
delivery network in Europe

3. What did the study entail?
40 ethnographic in-home interviews in UK, Spain, France, Germany and Poland
Methodology
3 hours spent with each respondent
in their homes or in a situation of
their daily lives (school, etc.)
Video Diary left with respondent
for 1 week following study
Qualitative research by ethnographers
• In-depth observations of real lived experiences
• Understanding the emotions of participants
• Reveals what participants do, not just what
they say
• Goal is not to be representative, but to reveal a
variety of practices

4. Observed Panel
8 OBSERVATIONS PER COUNTRY
- between 18 and 25 years old
- mix of male/female
- mix of students and those who work
- mix of living alone, with roommates, with
parents…
- mix of city/suburbs
PROFILES
- The online shopper addict
- The group purchase
- The gift purchase
- The planned/emotional purchase
- The occasional online shopper
- The unlucky shopper
- The returner
- The express delivery chooser
Methodology
April 2016European Young Generation e-commerce study 4

5. http://www.dpd.com/home/insig
hts/european_young_e_shoppe
rs_study
April 2016

6. Overall, the youth observed in these 5 countries (UK, Germany, Spain, France, Poland)
have strong similarities…
• They have similar expectations of online shopping, they undergo a similar
customer journey, and they experience many of the same painpoints.
An overall similar online shopping experience throughout Europe…
European Young Generation e-commerce study 6April 2016

7. What draws this target to online shopping?
The 3 C’s
Convenience:
Shopping when and where I
want, even from the comfort
of my bed
Choice:
Access to a wide variety of
products, including rare and
unique items, and sizes and
colours not available in stores
Cheap prices:
A general impression that
shopping online usually
provides access to better
deals than in offline stores
European Young Generation e-commerce study 7

8. European Young Generation e-commerce study
Behavioural Profiles
Motivations and Customer Journey
ACCEPTS RISK
REFUSES RISK
INSPIRATION TOOL
PIONEER EASY-GOING
LOOK OUT SECURITY
8

9. European Young Generation e-commerce study
Behavioural Profiles: Germany
Motivations and Customer Journey
ACCEPTS RISK
REFUSES RISK
INSPIRATION TOOL
PIONEER EASY-GOING
LOOK OUT SECURITY
9

10. European Young Generation e-commerce study
Behavioural Profiles: Poland
Motivations and Customer Journey
ACCEPTS RISK
REFUSES RISK
INSPIRATION TOOL
PIONEER EASY-GOING
LOOK OUT SECURITY
10

11. European Young Generation e-commerce study
Behavioural Profiles: Spain
Motivations and Customer Journey
ACCEPTS RISK
REFUSES RISK
INSPIRATION TOOL
PIONEER EASY-GOING
LOOK OUT SECURITY
11

12. ACCEPTS RISK
REFUSES RISK
INSPIRATION TOOL
PIONEER EASY-GOING
LOOK OUT SECURITY
European Young Generation e-commerce study
Behavioural Profiles: UK
Motivations and Customer Journey
12

13. 10/11/2015European Young Generation e-commerce study
Behavioural Profiles: France
Motivations and Customer Journey
ACCEPTS RISK
REFUSES RISK
INSPIRATION TOOL
PIONEER EASY-GOING
LOOK OUT SECURITY
13

14. Emotional Roller Coaster
European Young Generation e-commerce study 14

15. Online Shopping: An emotional roller coaster by country
Germany
European Young Generation e-commerce study 15
Lots of
missed
deliveries

16. Online Shopping: An emotional roller coaster by country
Poland
European Young Generation e-commerce study 16
Benefits
of
lockers
Helps
to make
rational
decisions
No
returns:
too difficult
too expensive
Pay
on delivery

17. Online Shopping: An emotional roller coaster by country
Spain
European Young Generation e-commerce study 17
Looking
for simplification

18. Online Shopping: An emotional roller coaster by country
UK
European Young Generation e-commerce study 18
flexible
delivery
options
Items
disappearing

19. Online Shopping: An emotional roller coaster by country
France
European Young Generation e-commerce study 19
No
returns:
too much
efforts
Expect
to wait
Expect
to wait
Logging
in can be
a major
obstacle

20. A generation empowered by finding good deals
• Shoppers armed with tools to look for the best price
• Shoppers persuaded by a good deal
• The best price sometimes comes at a price: need to make compromises
• A need for transparency to avoid pricing surprises
European Young Generation e-commerce study 20

21. A "one-size-fits-all" browsing experience that limits the choice of
online shopping
• A need for tools to help wade through the choices available online
• A desire for an experience customized to me
• A lack of choice where it matters (delivery options, payment methods)
European Young Generation e-commerce study 21

22. An insecurity that requires tactics of reassurance
• Certain products that require offline confirmation
• Advice and reviews an important element of reassurance
• Payment modes: from risk to a line of defence
• Clear, easy & free Delivery & returns to increase confidence
European Young Generation e-commerce study 22

23. From strong investment to delayed satisfaction after the click
• Shoppers invested in the process throughout the browsing steps
• A let-down after the click, feeling of abandonment and lack of control
• A desire for immediate gratification
• When in danger, good customer service easily overcomes threats to satisfaction
European Young Generation e-commerce study 23

24. Difficult to wade through all of the options and prices offered online to find the best value
MAKE ME FEEL LIKE A SMART SHOPPER
• Capitalize on and promote the positive feelings of the inspiration stage
• Provide tools and shortcuts that empower shoppers to find exactly the right product
• Alert and highlight good deals, making savings visible
• Provide awareness and rewards for finding smart deals
• Share good deals with my acquaintances
• Make it easy to identify good deals before the click and track/share savings after
European Young Generation e-commerce study 24

25. Many moments of frustration in an inflexible process that makes shoppers nervous to
commit to the click
A GUARANTOR TO EASE TRANSACTIONS
• Provide an authority of trust throughout the process (secure browsing, payments,
deliveries…)
• Create a reliable reference for a universe of non-standard measurements (sizes,
prices, currencies…)
• Clarify choices to increase confidence
• Identify a method of recourse
• Provide room for error
European Young Generation e-commerce study 25

26. An experience that lacks the transparency, flexibility and options to fulfil the promise
of “convenience” offered by online shopping
AN ORGANIC TRANSACTION THAT MOVES WITH ME
• Increase flexibility, options, choices; create a dynamic experience
• Provide the possibility to make changes during the process to ensure a smooth
transaction; a transaction that remains open until the last moment so that I am
satisfied at the end
• Have a shopping experience that fits my busy, unpredictable lifestyle (24/7 access)
• Clarify the options to make sure the best options for me are visible
• Facilitate my purchases regardless of the circumstances: group vs solo, in-store
vs online, mobile vs computer
European Young Generation e-commerce study 26

27. A generation in search of customized experiences and suggestions frustrated with
spam, non-targeted ads, mistaken identities & de-humanised experience
“ME-CENTRIC” RELATIONSHIP
• Maintain the relationship after the click
• Stay connected, despite different lifestyles and devices
• Create a human link
• Provide a personalised experience, via profiles and advanced filters
• Favour intuitive and reactive interfaces
• Propose a multitude of options (payment modes, delivery options, profiles, etc.) to
correspond with a variety of preferences
European Young Generation e-commerce study 27

28. Emotional Roller Coaster
European Young Generation e-commerce study 28
A GUARANTOR TO EASE TRANSACTIONS
MAKE ME FEEL LIKE A SMART SHOPPER AN ORGANIC TRANSACTION THAT MOVES WITH ME
“ME-CENTRIC” RELATIONSHIP

29. 10/11/2015European Young Generation e-commerce study ###