Stefano Lena, VP Sales & Marketing ContactLab, speech at Swiss e-Commerce Conference, 25th November, Trafo Baden

2. Research project promoted by NetComm Suisse and created by
ContactLab has developed a complete offering specialized in Digital Engagement for the
Fashion Retail business with an omni-channel approach.
CONTACTLAB - DIGITAL PIONEERS
Founded in 1998, ContactLab has expanded its services over the years, turning digital direct
marketing into a strategic lever for business growth with its platform SaaS for email,
sms e push notifications.
We are doing research to better understand customer behaviour and build a leading
engagement models for our Clients.
Our offering makes an impact on sales – up to 25% - through effective, relevant and localized
digital marketing communication.

3. Research project promoted by NetComm Suisse and created by 3
15+ YEARS OF EXPERIENCE 140+ DIGITAL MARKETING
PROFESSIONALS
1.000+ CLIENTS
80 MILLION EMAILS SENT DAILY
150 COUNTRIES
25 LANGUAGES MANAGED
4 OFFICES IN EUROPE
CONTACTLAB IN ESSENCE

4. Research project promoted by NetComm Suisse and created by
THE OBSERVATORY ON SWISS DIGITAL BEHAVIOURS
NetComm’s Suisse Observatory on Swiss digital behaviours has been created in collaboration
with ContactLab.
The main goal is to offer a solid quantitative basis for understanding the digitial behaviours of Swiss users,
evaluating market value and potential, and activating public and private policies to sustain growth in the
sector.
Netcomm Suisse chose ContactLab because of the robustness of our methodology and the ability
to analyse and interpret the data collected, as proven by our European Digital Behaviour Study

5. Research project promoted by NetComm Suisse and created by
METHODOLOGY
CAWI method (by EDBS)
European countries: ‘regular’ internet users aged 16 – 65 (or individuals who connect at least on a weekly basis,
regardless of the device and reason) inhabitants in 6 countries (Italy, UK, Germany, France, Spain and Switzerland)
New York/ Los Angeles and Shanghai/ Guangzhou areas: ‘online shoppers’ 16 -65 (or individuals who purchased/ordered
online goods/services in the last year)
Sample design
Europe: Eurostat – Information Society and by national bureaus of statistics
New York/ Los Angeles: US Census
Shanghai/ Guangzhou: CNNIC (China Internet Network Information Center)
Switzerland: Federal Statistical Office (BFS).
Swiss sample of 1.012 cases
Interviewed between 7 – 30 of April 2015
Average duration of 25 minutes

6. Research project promoted by NetComm Suisse and created by
INTERNET AND
ECOMMERCE EVOLUTION

7. Research project promoted by NetComm Suisse and created by
SWISS E-COMMERCE
GROWTH
12%
Swiss E-commerce has grown double digit
in an already mature market place
over the last 12 months

8. Research project promoted by NetComm Suisse and created by
in Switzerland
INTERNET USERS
95%
Swiss regular Internet users are 5.2
million people that equals to the 95% of
the population between 16 and 65 years
old

9. Research project promoted by NetComm Suisse and created by
Internet users are
ONLINE BUYERS
90%
The majority of the Swiss Internet population
has made at least 1 online product or service
purchase in the last 12 months
1. UK (93%)
2. Germany (92%)

10. Research project promoted by NetComm Suisse and created by
in e-commerce market value
(last 12 months)
INCREASE
13%
Regular Swiss online shoppers spend 9.1bn
CHF with a significant growth if compared to
the previous year
The average annual spending per online shopper is more or less unchanged
vs 2014 (1946 CHF)

11. Research project promoted by NetComm Suisse and created by
TOP ONLINE PURCHASE
CATEGORIES

12. Research project promoted by NetComm Suisse and created by
of online buyers are
«FASHION» SHOPPERS
52%
Of the total of 4.7 million online shoppers,
2.7 millions buy mainly in the fashion sector
(+12% compared to the previous year)

13. Research project promoted by NetComm Suisse and created by
on «Travel»
AVG EXPENDITURE
1.534 CHF
“Travel” is the e-commerce category
with the highest average expenditure
and with second highest penetration (47%)

14. Research project promoted by NetComm Suisse and created by
RETAIL – ON & OFFLINE
SHOPPERS

15. Research project promoted by NetComm Suisse and created by
of online purchasers
PREFER RETAILERS
E-STORE
41%
Most of the Swiss online shoppers prefer
e-commerce sites of retailers
with an offline presence

16. Research project promoted by NetComm Suisse and created by
LEVEL OF TRUST
7.3/10
LEVEL
OF TRUST
7.3/10
Retailers with e-commerce channel
obtain the highest level of trust with
consumers

17. Research project promoted by NetComm Suisse and created by
for online shopping
USE PAYPAL
43%
Paypal is the preferred method for online
payments, followed by standard credit
cards (40%) and invoicing (39%)
People who use credit cards have a higher spending average

18. Research project promoted by NetComm Suisse and created by
CROSSBORDER
ONLINE SHOPPING

19. Research project promoted by NetComm Suisse and created by
>60%
More than a half of Swiss online
shoppers have turned to at least
1 foreign e-commerce site
of Swiss online shoppers
BUYS ABROAD
>60%
TOT. DOMESTIC SHOPPERS
98%
(1.232 CHF spent online yearly)
TOT. CROSSBORDER
SHOPPERS
66%
(2.391 CHF spent online yeary)
64%
2%
ONLY
CROSSBORDER
ONLY-DOMESTIC
34%

20. Research project promoted by NetComm Suisse and created by
35%
goes abroad
of SHOPPING BUDGET
35%
Many Swiss e-shoppers bring the budget
abroad, spending around 450 CHF more
than the average online expenditure
(2.391 CHF vs. 1.946 CHF)

21. Research project promoted by NetComm Suisse and created by
buys abroad for
BETTER PRICING
72%
The main reason for shopping online
abroad is better pricing, followed by
availability of products and services (41%)
and greater selection of products (37%)

22. Research project promoted by NetComm Suisse and created by
Crossborders buyers purchase
online mainly from Germany, with a
significant gap with other countries
purchase from
GERMANY
58%

23. Research project promoted by NetComm Suisse and created by
CROSSBORDER -
THE SWISS OPPORTUNITY

24. Research project promoted by NetComm Suisse and created by
potential
FOREIGN ONLINE
SHOPPERS
>35M
On the opposite, there is a large number
of potential foreign consumers interested
in purchasing from Switzerland.

25. Research project promoted by NetComm Suisse and created by
Potential buyers come from:
of potential buyers are
FROM GERMANY
12,8M
12.8 Germany
6.2 UK
5.5 China (Shanghai & Guangzhou)
4.6 France
4.1 Italy
3.1 Spain
2.2 USA (NY & LA)

26. Research project promoted by NetComm Suisse and created by
HIGH QUALITY OF
PRODUCTS
average image association for
HIGH QUALITY OF
PRODUCTS
38%
The “Swiss factor” consists on high
product quality, trustworthiness of online
services/websites, timeliness of delivery
and payment security.

27. Research project promoted by NetComm Suisse and created by
COMMUNICATION
CHANNELS

28. Research project promoted by NetComm Suisse and created by
of online shoppers
ARE TRIPLE PLAYERS
34%
71% of online shoppers navigates via
mobile; 1/3 uses smartphones, tablet and
PC (they are the so called “Triple players”)

29. Research project promoted by NetComm Suisse and created by
INFO-COMMERCE
of online shoppers does
INFO-COMMERCE
97%
Info-commerce is currently one of the
most carried out activity by the online
shoppers, together with news reading

30. Research project promoted by NetComm Suisse and created by
USE SOCIAL NETWORKS
of online shoppers
USE SOCIAL
NETWORKS
87%
The majority of online consumers is
active al least on 1 social network and
uses it to get acquainted with brands
83% 49% 44%

31. Research project promoted by NetComm Suisse and created by 31
FOCUS ON
EMAIL MARKETING

32. Research project promoted by NetComm Suisse and created by
Email remains the most common
form of communication and has
the highest user frequency
of online shoppers
USE EMAIL DAILY
96%

33. Research project promoted by NetComm Suisse and created by
of online shoppers
IS SUBSCRIBED TO
NEWSLETTERS
90%
The majority of online shoppers and
email users has subscribed to al least
1 newsletter
Fashion and tourism are among the most popular with an
average of 6.5 newsletters per user

34. Research project promoted by NetComm Suisse and created by
Email content is perceived as
trustworthy by more the half of
subscribers
79% of them confirms to have made a purchase online
based on the newsletter content, while 74% has gone to
the shop to buy
of newsletter subscribers
TRUST
THE CONTENT
>50%

35. Research project promoted by NetComm Suisse and created by
BUSINESS HIGHLIGHTS

36. Research project promoted by NetComm Suisse and created by
Internet population is growing and so the number of online shoppers
KEY FINDINGS
Email marketing remains a key channel, but companies need to have a solid digital
customer engagement strategy to succeed.
Mobile has become the first device for usage opening up new opportunities and
challenges.
There is a huge potential foreign market - attracted by the quality of products - that
needs to be exploited.

37. Research project promoted by NetComm Suisse and created by
THANK YOU
Stefano Lena
VP Sales& Marketing – ContactLab
stefano.lena@contactlab.com
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