Consumer Attitudes & Online Retail Dynamics in Italy

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					                                     Retail
                                    Issue Report




Consumer Attitudes & Online Retail
Dynamics in Italy
Reference code: RT0011IS

Published: August 2011


ICD Research

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7 Carmelite Street
London EC4Y 0BS
United Kingdom
Tel: +44 (0) 20 7936 6400
Fax: +44 (0) 20 7336 6813




                            www.icd–research.com
 CONSUMER INSIGHT



TABLE OF CONTENTS

1      Introduction ........................................................................................................................... 6
    1.1 What is this Report About? ............................................................................................................... 6
    1.2 Definitions ........................................................................................................................................ 6
    1.3 Summary Methodology ................................................................................................................... 11
        1.3.1     Overview....................................................................................................................................................11
        1.3.2     The Triangulated Market Sizing Method ...................................................................................................11
        1.3.3     Industry Surveys in the creation of Retail Market Data .............................................................................13
        1.3.4     Quality Control and Standardized Processes ...........................................................................................13
2      Consumer Insight: Online Shopping Attitudes & Behaviours ......................................... 15
    2.1 Overview of the Italy Online Shopping Environment ....................................................................... 16
        2.1.1     Growing internet population to promote online retail ................................................................................16
        2.1.2     Faster internet speeds to aid effective online retailing ..............................................................................17
        2.1.3     High mobile penetration to promote mobile commerce ............................................................................18
    2.2 Consumer Attitudes & Behavior ...................................................................................................... 19
        2.2.1     Level of online retail low due to lack of internet skills among the population ............................................19
        2.2.2     Online retail population low but growing at a rapid pace ..........................................................................20
        2.2.3     Smart phone penetration to drive mobile e-retail in Italy...........................................................................21
        2.2.4     Low touch products most popular online purchases, high touch products are gaining ground ................21
        2.2.5     Online retailers engaging with customers through social networks to promote brand loyalty ..................22
        2.2.6     Converting online researchers to online shoppers a challenge for Italian retailers ..................................23
        2.2.7 Credit cards remains the preferred mode of payment for Italian online consumers, despite being a cash
        society 23
3      Online Channel Dynamics .................................................................................................. 24
    3.1 Online’s Share of Total Retail Sales ............................................................................................... 24
        3.1.1     Italy online vs offline channel forecasts .....................................................................................................24
        3.1.2     Online Penetration: Global & Regional Comparisons ...............................................................................26
    3.2 Channel Dynamics ......................................................................................................................... 28
        3.2.1     Italy Channel Group Dynamics – Future Performance .............................................................................28
        3.2.2     Channel Group Share Development .........................................................................................................29
        3.2.3     Individual Channel Performance ...............................................................................................................31
    3.3 Category Dynamics ........................................................................................................................ 33
        3.3.1     Online vs Offline Retail Sales Comparison by Product Group 2010 .........................................................33
        3.3.2     Online Retail Market Dynamics by Product Group ...................................................................................35
        3.3.3     Online Retail Sales Share by Product Group ............................................................................................37
        3.3.4     Online Retail Sales Growth by Individual Product Group .........................................................................39
        3.3.4.1 Food and Grocery Group Market Size and Forecasts ..............................................................................39



Consumer Attitudes & Online Retail Development in Italy                                                                                                                Page 2

© ICD Research. This product is licensed and is not to be photocopied                                                                                   Published: July 2011
 CONSUMER INSIGHT


        3.3.4.2 Electrical and Electronics Categories Market Size and Forecasts............................................................41
        3.3.4.3 Music, Video and Entertainment Software Product Group Market Size and Forecasts ...........................43
        3.3.4.4 Apparel, Accessories and Luxury Category Group Market Size and Forecasts .......................................45
        3.3.4.5 Books, News and Stationery Product Group Market Size and Forecasts ................................................47
        3.3.4.6 Sports and Leisure Equipment Product Group Market Size and Forecasts .............................................49
        3.3.4.7 Furniture and Floor Coverings Product Group Market Size and Forecasts ..............................................51
        3.3.4.8 Home and Garden Product Group Market Size and Forecasts ................................................................53
4      Case Studies: Leading Online Retailers in Italy................................................................ 55
    4.1 Retailer 1: yoox.com ....................................................................................................................... 56
        4.1.1     Business Description .................................................................................................................................56
        4.1.2     Site Experience .........................................................................................................................................56
    4.2 Retailer 2: Esselunga ..................................................................................................................... 62
        4.2.1     Business Description .................................................................................................................................62
        4.2.2     Site Experience .........................................................................................................................................62
    4.3 Other Innovative Retailers in Italy ................................................................................................... 66
   
				
DOCUMENT INFO
Description: This report is the result of ICD’s extensive market research covering the online retail industry in Italy. “Consumer Attitudes & Online Retail Development in Italy” provides the magnitude, growth, share, and dynamics of the online retail market and is an essential tool for companies either active in this sector or which are seeking to target this channel. The report provides core insights into consumer behavior and highlights the latest online trends and their impact on online product sales. Core data sets give both historical contexts and a view into the future - providing data from 2005 through to 2015 and allowing marketers to update their strategic planning and fill gaps in their knowledge about this rapidly evolving channel. By examining best practice from leading national large-scale online retailers (but specifically excluding the likes of Amazon whose sites are well-known and vary little by country), as well as reviewing innovative approaches from smaller players, the report also provides insights and ideas about how best to approach growing online sales for your business. Together these three core elements; market dynamics, consumer understanding and best practice examples will allow readers to easily understand the nature and development of online retail in Italy and provide insight into how best to exploit the opportunities in the market.
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With emphasis on Insight, Consultancy and Delivery, iCD Research is a full-service, online market research agency. iCD Research is able to take advantage of all of the efficiencies and benefits that the Internet brings to offer proven research methodologies with fast turnaround and accurate results. iCD Research specialises in qualitative research for large finance, media, retail and entertainment clients. Market leaders in online focus groups, iCD Research has unleashed the full scale of the Internet to run focus groups across the globe for its major institutional clients. Utilising its sister organisation, The iD Factor, iCD Research also delivers strong quantitative research, ranging from ongoing consumer confidence studies through to consumer surveys throughout Europe and Asia. With its roots firmly in research, iCD Research doesn’t limit itself to only utilising online methods as the philosophy at the company is to match the methodology to the respondent. Yet the scale and speed of online research give iCD Research a cutting edge that has lead to tremendous, triple-figure percentage growth over the past two years. iCD Research is headquartered in London, with operational offices in the US and Australia to ensure that it is offering an unparalleled 24 hour service to its clients.