CONSUMER PREFERENCES

AND E-FULFILMENT

Prof.dr.ir. Sander de Leeuw

Thanks to Nando van Essen (E-sharp) for input

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Agenda

• Background

• Results

• Conclusions

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CATeLOG: Competitive Advantage through

E-commerce Logistics

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Logistics

ICT

Marketing

1. Integral approach 2. Empirical research 3. Industry backing

WP 1: Customer Service StrategiesWP2: Cross-channel Assortment Planning

WP3: Order-to-delivery Coordination Architecture

Valorization & knowledge dissemination

Use of empirical research methods, including surveys,

transaction data analysis and architecture

development

Research on consumer preferences

• Lots of research typically asks simple questions

– “do you like ABC?”

• …though many options are trade-offs:

– “ABC is good for situation 123 but in other situations I prefer CDE”

• In the CATeLOG project we therefore developed a consumer survey that focuses on how consumers make these trade-offs

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Key findings

• Stock-out: Consumers go to competitors

• 80% of respondents think cut-off times to 21:00 hours is sufficient

• Home delivery instead of third-party delivery lockers is preferred in the Dutch market

• Delivery charge is the most important factor influencing customer choice of delivery options

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3%

4%

7%

9%

13%

63%

Buy an alternative/substitute product on that site

Go to a competitor’s physical store to find the same/similar product

Go to the retailer’s physical store to see if the product is in stock there

Sign up for an alert to be notified when the product is back in stock

Check back later to see if the product is in stock

Go to a competitor’s website for the same/similar product

What do you do when an item is not in

stock?

Out of stock:Loyalty at the checkout

– consumers do not want to wait!

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0 5 10 15 20 25 30 35

More than 50% of the time, there was no one at home to take the package

Between 30-50% of the time, there was no one at home to take the package

About 30% of the time, there was no one at home to take the package

About 20% of the time, there was no one at home to take the package

About 10% of the time, there was no one at home to take the package

Delivery is always successful because there was always someone at home on delivery

How often did you experience

successful deliveries in 2014

Based on this we estimate that the overall delivery success rate experienced by consumers is in the area of 85%

% of all answers

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Order cutoff times – Netherlands

0%

5%

10%

15%

20%

25%

30%

35%

40%

12 uur 14 uur 16 uur 18 uur 20 uur 21 uur 22 uur 22:30 uur

2010 2011 2012 2013 2014

Source: globalwebshoplogistics.com

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Desired order cut-off times

3%

3%

8%

19%

27%

18%

15%

2%

4%

12:00

14:00

16:00

18:00

20:00

21:00

22:00

22:30

23:59

Cut-off time:Mostly around 20:00

hours; few after 22:00 hours

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Delivery to my home address in a …

Delivery to a third party parcel …

Delivery to my workplace (6)

Pick up at a store (5)

Delivery to an address of a friend or …

Delivery to collection points (3)

Neighbor delivery (2)

Home delivery (1)

55%

50%

52%

36%

30%

21%

11%

1%

32%

40%

31%

49%

46%

50%

29%

8%

13%

10%

17%

15%

25%

29%

60%

92%

Very unimportant

Neutral

Very important

How important are the following

delivery places and types?

Delivery options:Home delivery

continues to dominate; Delivery to lockers is

unpopular

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Where do you want your parcel

delivered when no-one is at home?

1.00 1.50 2.00 2.50 3.00 3.50 4.00 4.50

Third party delivery locker

Delivery to my workplace

Pick up at a store

Delivery to an address of a friend or relative, etc.

Collection points (post offices, book shops, gas stations, etc.)

Neighbors

Average rank

No-one at home:Delivery to neighbors is top choice; Delivery

locker is lowest

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Trading off costs vs service aspects:

conjoint analysis

Rate on a scale from 1-7 how favourable the following option is for youfor product X:

We provided 29 of these cards to each respondent, 3 products: a pair of jeans (fashion), a digital camera (home electronics), and apersonal care item

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10.49.0

5.38.4

66.9

10.48.7

4.7

9.2

67.0

10.18.1

4.37.8

69.6

Speed of delivery

Time slot length

Part of the day

Delivery day

Delivery charge

Personal care (N=183)

Home electronics (N=148)

Clothing (N=164)

Choice of delivery attributes

Importancescore (%)

Choice of delivery attributes:

Consumers primarily select based on delivery charges

across product types

Conclusions

• Stock-out: Consumers go to competitors

• 80% of respondents think cut-off times to 21:00 hours is sufficient

• Home delivery instead of third-party delivery lockers is preferred in the Dutch market

• Delivery charge is the most important factor influencing customer choice of delivery options

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The practice of e-fulfillment:

Coert Knijnenberg (Nic. Oud)

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