The optimal
customer journey
Providing your customers with
the best purchase experience.
EDITORIAL
It gives me great pleasure to present this year’s Nordic E-Commerce Report from Norway Post and Bring. This year’s edition provides information and insights on the growing e-commerce market in the Nordic region and highlights features of current and emerging trends in e-commerce in general and in the Nordic region in particular.
Two years ago, we concluded that e-commerce had become commerce. Even then, we realised that this was not a case of either or, but of both. Since then, businesses and consumers have become more mature and better informed internet users. This has also had an effect on the expectations and demands of all those involved in commerce – including us when preparing an e-commerce report. We want this report to stand out by pre-senting our readers with more than just an update and sets of figures and tables. Our report will show what those figures mean for the e-commerce market. We have therefore combined an analysis of customer feedback with our own observations of the e-commer-ce market in the Nordic region and almost 30 in-depth interviews with leading experts in different areas of e-commerce.
The theme for this year’s report is the customer journey; in other words, the consumer’s interaction with the online store before, during, and after the purchase. We look at how online stores should focus on creating a good overall experi-ence for their customers. It is vital to be aware of what your customers consider a good overall experience and to act on it. This year’s report consists of two parts: a written report and a dedicated website containing in-depth articles based on the expert interviews, useful advice on a range of issues, and links to international sources of information about e-commerce. The purpose of the E-commerce Report is to provide players in the Nordic e-commerce market with more expertise, because our goal is to help the Nordic e-commerce industry to succeed.
Happy reading and happy e-commerce!
Providing insights, not
stating the obvious
Nordic consumers are buying more online. In this year’s
report we look behind the numbers and provide insights
into what this trend means for everyone involved in the
e-commerce market.
SOURCE DATA FOR THIS YEAR’S SURVEY:
ABOUT THE REPORT
The E-commerce Report is an analysis of the e-commerce market in the Nordic region. The theme this year is the customer journey, and it follows up the survey carried out by Opinion for Bring in 2013. The report is based on the phases before, during and after a purchase. In the pre-purchase phase, the key terms are: define, search, and decide. During the purchase phase, we look at payment and delivery, and in the post-purchase phase it is goods receipt, changes, and follow-up which are key. We also include statistics from our partner DIBS and provide a status report on e-commerce in the Nordic region and look at some important e-commerce trends.
GUNNAR HENRIKSEN
Executive Vice President, E-commerce Division, Norway Post
4595 consumers
in the Nordic region participated in the online survey454 companies selling products online participated in telephone interviews
301 companies not selling
products online participated in telephone interviews30 e-commerce experts
in Europe participated in in-depth interviews5
E-commerce Report 2014 NORDIC E-COMMERCE
Good product information, straightforward payment solutions, and good delivery op-tions are all decisive factors when consumers choose which online store to buy from. It is hardly surprising that these factors are impor-tant, but what is more interesting is the fact that consumers consider them almost equally important (see Figure 1). In other words, online stores must provide a good overall experience if they are to attract customers. That is why this year’s E-commerce Report focuses on the customer journey; the cus- tomer’s interaction with the online store before, during, and after the purchase. There are three three words that appear again and again in this report, because they are impor-tant to the consumer during the entire custo-mer journey: simplicity, security, and price.
Not just one customer journey, but many
In the autumn of 2013, Norway Post and Bring carried out a unique, qualitative survey among Norwegian and Swedish online consumers. The study, entitled The Customer Journey, documented 160 purchasing processes in detail. During the pre-purchase, purchase, and post-purchase phases, consumers formed a number of opinions which led to their final choice of goods, online store, payment solution, and delivery method and to their decision on whether or not to keep the goods. You can read more about The Customer Journey at bring.no/netthandel.
The 2014 E-commerce Report combines the insights gained from this survey with our annual survey of the e-commerce
market in the Nordic region. We look at how the online stores meet their customers at every point of contact and at which elements are important for a customer to enjoy the best possible overall experience when shopping online. Which factors in the overall experience are deemed important to consumers vary depending on gender, age, and country.
Danish and Swedish consumers are more concerned than Norwegian or Finnish consumers about the possibility of having goods delivered to their home.
Norwegians are less interested in comparing prices than their Nordic neighbours.
Women are more concerned than men about security when choosing online stores.
Nordic e-commerce in 2014
This year’s report shows that consumers’ overall experience is important
when shopping online. Online stores must provide this to attract customers.
FIGURE 1:
How important are the following factors when choosing an online store?
The factors were ranked from 1-10 by consumers. The figure shows the propertion that answered “Important” (8-10).
Norway: 79%
Denmark 11% Low prices
Security
Simple payment solution
Good product information and pictures
Free returns Good delivery options
Free exchanges Free shipping Popular brands
Recommendations from other buyers Attractive design No login Mobile-adaptive website Denmark Finland Norway Sweden
7
6 E-commerce Report 2014 E-commerce Report 2014
NORDIC E-COMMERCE NORDIC E-COMMERCE
Men are not as concerned as women about good product information or images when choosing an online store.
Consumers aged under 30 are less concerned than consumers aged over 50 about exchange and return policies. This shows that there is not just one customer journey or overall experience, but many. Online stores must adapt to their core customers and create the best possible overall experience for this group. Poorly defined target groups can result in poorly defined goals for your customer relations management and leave no-one with a good overall experience in your online store.
We are buying more and more
This year’s survey shows that Nordic e-commerce is still growing strongly.
Over half the Nordic companies in the survey report increased online sales in the past year. Just 5 per cent report falling sales.
Over 70 per cent of businesses expect growth in e-commerce over the next 12 months.
An extremely small number of companies (less than two per cent) expect a negative trend.
Statistics from DIBS, one of the leading suppliers of payment solutions for online stores in the Nordic region, confirms that the Nordic e-commerce market is
growing. DIBS calculated growth in e-commerce in Norway, Sweden and Denmark based on actual transactions in over 15,000 online stores and found that Norway experienced the strongest growth in 2013, with 17 per cent. The correspon-ding figures for Sweden and Denmark were 7 and 14 per cent respectively. Even though e-commerce is still showing strong growth, we find no corresponding trend in the number of people shopping online. Approximately nine out of 10 consumers in Norway, Sweden and Denmark currently shop online. This is almost exactly the same figure as for the previous two years. However, we do find a trend for a growing number of Finnish consumers finding their way to online stores. Last year, Finland was ten percentage points behind its Nordic neighbours in terms of the proportion of consumers shopping online. This difference has now disappeared, which means that the majority of consumers in the Nordic region already shop online. Online stores must now focus on increasing the frequency and volume of each consumer’s online purchases.
Some Nordic differences
Clothing and shoes, books, small electronic goods, personal care items and sports goods are the five product groups for which most Nordic consumers shop online. Althrough there are minor changes from last year’s report, we see a trend where an increasing number of consumers purchse clothes online.
A summary of the goods purchased online by Nordic consumers is illustrated in Figure 3. The following differences between countries, gender and age are also worth noting:
Almost half of Nordic women bought clothing and shoes online in the last 12 months.
Some 70 per cent of Swedish women aged under 50 buy clothing online.
Around 40 per cent of Nordic men bought small electronic goods during the past year.
Norwegians aged between 30 and 50 are the most enthusiastic buyers of small electronic goods. Around 50 per cent of Norwegians in this age group purchased small electronic goods during the past year. The corresponding figure for the
other Nordic countries is around 30 per cent. One third of Nordic women bought cosmetics or other personal care products during the past year.
Buying from abroad
Of all Nordic online consumers, 47 per cent of Norwegians, 35 per cent of Swedes, 43 per cent of Danes, and 47 per cent of Finns purchased goods once or more from a foreign online store during the past year. There are significant differences between the customer groups. In general, we find that men shop more often on foreign online stores than do women, and young consumers shop more often than do older consumers; see Figure 4. Consumers who generally shop more often online also shop more often in foreign online
stores than do consumers who rarely shop online. Sweden differs from the rest of the Nordic region this year, too, in that fewer Swedish consumers choose foreign online stores when buying goods. We believe this is due to the fact that the domestic e-commerce market is so extensive that Swedish consumers visit foreign online stores to a much lesser extent than their Nordic neighbours for their purchases. Increased international e-commerce will be one of the most important trends in co-ming years, and we will therefore discuss this issue in detail in Chapter 4, where we also look at Nordic e-commerce flows with foreign countries, how consumers experience international e-commerce, and what the challenges are.
FIGURE 2:
Proportion of consumers who purchase physical goods online at least once a month.
SWEDEN:
OTHER COUNTRIES:
FIGURE 3:
Which products have you bought online in the past 12 months?
FIGURE 4:
Have you bought products from foreign online stores?
18-30 yrs 30-50 yrs 50+ Denmark 34% 30% 10% Finland 21% 21% 8% Sweden 34% 28% 9% Health food Games Brown goods Music (CD/vinyl) Photography Sports goods Beauty products Small electronics Books Clothing/shoes Denmark: 9% Sweden: 42% Denmark Finland Norway Sweden 18-30 years 58% 50+ years 30% 30-50 years 52% Denmark 30-50 years 54% 50+ years 38% 18-30 years 60% Finland 30-50 years 58% 50+ years 30% 18-30 years 66% Norway 30-50 years 45% 50+ years 24% 18-30 years 48% Sweden
18-30 years
34%30-50 years
28%50+
9%9
8 E-commerce Report 2014 E-commerce Report 2014
IN BRIEF IN BRIEF
The majority of consumers prefer to obtain information from the online store’s own website before buying online.
Consumers seek more information and go directly to the online store where they find the best information. A growing number use mobile devices such as smart- phones and tablets to obtain information before buying.
One in five Nordic consumers makes use of bricks-and- mortar stores when obtaining information for their online purchases. Our experts believe that even more do the opposite: they search online before buying in a bricks- and-mortar store.
Consumers become uncertain long before they reach the checkout. Providing good information about the purchase process right from the pre-purchase information phase will activate their sense of security and generate increased sales.
40 per cent of consumers say they have cancelled an online transaction one or more times in the past six months. Complex payment processes and insufficient information are among the main reasons cited.
Shopping via mobile or tablet currently makes up around 15 per cent of Nordic e-commerce, but this is expected to increase significantly in the future.
Seven out of 10 say that good delivery options are decisive when choosing an online store. One in three consider it important to be able to choose between multiple delivery options for the products they purchase.
Security, price, and multiple delivery options are what consumers look for. Online stores believe that customers are most concerned about fast delivery, price, and delivery time (delivery precision).
Paying by card in online stores is preferred by Nordic consumers on the whole, but there are differences in Nordic consumers’ preferences for other methods of payment.
Over 90 per cent of consumers were satisfied with their most recent online purchase.
40 per cent have returned a physical product to an online store once or more.
Almost 90 per cent of these were satisfied with the return scheme.
Returns are more than increased transportation costs for the online stores. Good return options build customer confidence and represent good customer service.
70 per cent of the consumers’ most recent online purchases were made in stores from which they had previously made purchases. The reasons for this were that they had a good overall experience, it felt safe and straightforward, and that that the store offered good prices.
This year’s report in brief
These are the main findings from this year’s report:
CHAPTER 1:
PRE-PURCHASE PHASE
CHAPTER 2:
PURCHASE PHASE
CHAPTER 3:
POST-PURCHASE PHASE
We find several trends that will dominate the e-commerce market in the near future.
Trend 1: More complex customer journeys. Consumers will demand more from online shopping and from the customer experience.
Trend 2: Interaction between bricks-and-mortar stores and online stores. Consumers draw few distinctions between bricks-and-mortar and online stores. They expect to be able to shop when and where they want and in the way that suits them best.
Trend 3: Use of insight and analysis. The big winners will be those who manage to use insight in the right context with regard to consumers.
Trend 4: Global e-commerce. Consumers are already experienced online shoppers. At the same time, a number of international companies are making things easier so that barriers such as uncertainties related to customs duties, language, and currencies are disappearing.
CHAPTER 1: PRE-PURCHASE PHASE CHAPTER 1: PRE-PURCHASE PHASE
11
10 E-commerce Report 2014 E-commerce Report 2014
the more time the consumer spends on finding information about them. Online stores that manage to come across as product experts in the form of text and pictures will win the customers.
Johan Holgersson, Commercial Director of Bring in Sweden, believes that in the future consumers will increasingly seek infor-mation within groups for which they have strong sense of belonging, so-called ′online tribes′. By studying the consumer groups connected to their products, online stores can better tailor the overall experience than if they try to reach a broader audience. Since the e-commerce market is becoming more mature, we believe that in future consumers will seek information from a narrower range of sources than they do today. Consumers are
becoming experienced online shoppers, and know how to find relevant information easily. This is why they go straight to the source. As we have seen, online stores’ product information is becoming increasingly important. This year’s survey also shows that, compared with last year, fewer consumers are using product tests, friends, acquaintances or reviews on the internet or in newspapers or magazines to find information. These sources are often seen as subjective, while online stores often focus on more objective and technical information about products. We believe that the reason why consumers want more objective information is that they have become more used to online shopping and thus have more confidence in their own ability to find relevant information. The competition to attract consumers into
online stores is extremely fierce. More than one in four online stores say that marketing is the most important focus area in the coming year, ahead of areas such as product range, service, and customer relationship management. In order to win the competition for custo-mers, it is therefore essential for online stores to know how the customers they want to reach obtain information before buying.
Six out of 10 go straight to the online store
During the past year, online store websites and search engines have become more important when Nordic consumers seek information before making an online pur- chase. Online stores’ own websites are
growing most, and now rank above search engines as the most important source of purchasing information; see Figure 5. This year, around 60 per cent of Nordic consumers prefer to obtain information from stores’ own websites before choosing what to buy. This is ten percentage points more than last year. 40 per cent of Nordic consumers answered search engines to the same question, up two percentage points from 2013. These findings indicate that the e-commerce market is beginning to mature. Consumers know where to go to find the information they want. For the online stores this means that good information on their websites is a key competitive advantage. Consumers want
things to be kept simple and to shop at the same place where they find purchase information. Annette Falberg, Director of the Danish E-commerce Association, confirms our analyses, and believes that a change in the way in which consumers obtain information before making their purchase is under way. She says that in the United States observers are now seeing that Google searches are levelling off and that more consumers are choosing to go directly to store website when looking for something to buy.
Be present where your customers are
The number of sources consumers use when seeking information varies depen-ding on the type and price of the goods in question. The more expensive the goods,
FIGURE 5
How do you prefer to seek information before choosing the products you buy online?
The store’s own website is the preferred channel for customers seeking information.
More experienced consumers
Online store websites are becoming increasingly important during the
pre-purchase information phase when consumers make decisions on what
to buy, where to buy it, and when.
CHAPTER 1:
PRE-PURCHASE PHASE
Channel Denmark Finland Sweden
Online store's own site 55% 67% 60%
Search engines 32% 46% 46%
Product tests 19% 16% 28%
Discussion on the internet 31% 19% 21%
Friends and acquaintances 28% 26% 33%
Discussion in print media 12% 3% 13%
High-street stores 18% 12% 18%
Online advertising 16% 22% 11%
Catalogues 13% 25% 15%
Print ads 10% 12% 12%
Social media 8% 16% 12%
Direct mail advertising 9% 14% 9%
TV advertisements 7% 12% 6% OTHER COUNTRIES: SWEDEN: 33% 28% 13% 9% 12% 46% 6% 60% 18% 12% 21% 15% 11% Reviews on the internet Product tests Reviews in newspapers/ magazines Direct mail advertising Ads in news-papers/ magazines Search engines Friends and acquaintances TV adverts Catalogues Online advertising High street stores Social media Online store's own website
CHAPTER 1: PRE-PURCHASE PHASE
13
E-commerce Report 2014
Around one in five Nordic consumers make use of bricks-and-mortar stores when seeking information before making their on-line purchase. This means that they visit the traditional bricks-and-mortar retail stores for information but make the actual purchase over the internet. In general, we find that it is mostly younger consumers who seek in-formation in bricks-and-mortar stores before purchasing online. Norwegian consumers aged under 30 make up the group that does this the most, with a share of over 30 per cent. However, compared with last year, we see a slight decline in this method of finding information in all countries.
Benjamin Gundgaard, founder and CEO of Customer Sense, considers it a myth that consumers mainly visit stores for advice before going home and buying online. He believes that more and more do the opposite: find information on the internet before purchasing in a bricks-and- mortar store. His views receive support from Mikael Stålnacke, eCcommerce Manager in the Swedish fashion chain MQ, which has bricks-and-mortar stores in Sweden and Norway as well as an online store. Stålnacke finds that many use the online store to find information before coming into a bricks-and-mortar MQ store to shop.
The channels complement one another
Many also use their mobile phone when inside a store. In fact, it is not simply the case that consumers obtain information in bricks-and-mortar stores before shopping online; many consumers also do the opposite, our experts believe. There has been a noticeable change in attitude in the e-commerce market in recent years. From seeing online stores as taking over from bricks-and-mortar stores, the attitude today is that they complement each other. For the stores it is important to
know how consumers obtain information in their sector because purchasing behaviour varies from one product group to the next. In certain industries there can be significant benefits in having both a bricks-and-mortar store and an online store; for example, in the clothing industry, where the opportunity to try clothes on is important to consumers. The interaction between bricks-and-mortar stores and online stores is a key trend in e-commerce; see Chapter 4.
Adapting to mobile phones is vital
Smartphones have now become common- place, and using them to search for pur-chasing information has become standard practice. When the user needs information, she can easily find it using a mobile phone; for example, in a bricks-and-mortar store where consumers often want to compare prices between stores.
Our survey shows that half of Swedish, 40 per cent of Norwegian and 30 per cent of Danish online stores have mobileadapted websites. These websites have a responsive and simpler design that can adapt to the screen size of the mobile phone or tablet on which it is viewed. Many of the experts we interviewed say that an increasing number of consumers use mobile phones to find information before making a purchase, but that relatively few use them to make the actual purchase.
Paul Skeldon, editor of the British trade magazine Internet Retailer, believes that this trend will change. He believes that in the future a significant proportion of consumers will use mobile phones not only to find information but also to buy goods. Karl Phillip Lund, lecturer at the Oslo School of Management. likens not having a mobile- friendly online store to closing the store several days a week.
“Accessibility is a matter
of do or die. Market players
must have a presence on
whatever devices are
available.”
CHAPTER 1: PRE-PURCHASE PHASE
14 E-commerce Report 2014
Uncertainty before checkout
Once customers have found the online store, our survey shows that they become uncertain long before reaching the check-out. Many then abandon the purchase process. It is important to help customers find the right item through relevant product information and at the same time provide clear information about terms of delivery and returns to ensure that potential customers choose your online store rather than those of your competitors; see Figure 6. The way to do this varies between industries and between customer groups.
In the fashion industry, it is uncertainty regarding size and fit that leads to most returns. More than half of those who have bought clothing or shoes say that it was difficult. Online stores that are good at providing comprehensive informa-tion about size and fit, often with good descriptions and pictures, have higher sales and fewer returns. A good return system will also help lower barriers for purchasing.
This, along with good information, activates the customer’s sense of security, which is important when they are deciding which online store to buy from. When the customer is familiar with the site and
feels secure, the numbers of abandoned purchases and returns decline. There are differences between the Nordic countries. In general, Finns report having the most problems with online shopping. Norwegi-ans and Swedes find online shopping less difficult. This is one of several findings which show that Sweden is currently the most mature market for e-commerce while Finland is the least.
WE RECOMMEND:
Make sure you provide sufficient infor- mation, particularly about size and fit. Consumers are now so mature that they quickly find the information that is relevant to them. This will increase traffic to your website and thus sales.
Tailor your online store to mobile devices. Consumers make active use of mobile devices when seeking information before a purchase.
Give consumers information about the purchase process and return options on the very first page of your online store. This activates the customer’s sense of security, which is important when decideng which online store to use.
“In one year’s time over
fifty per cent of all traffic
to online stores will come
from mobile devices.”
Patrik Müller, DIBS
FIGURE 6:
What do you find difficult about shopping online?
Difficult to find the right size Uncertainty about returning goods Having to register in online stores Poor product information Don't find it difficult
Uncertainty about payment process
Not knowing total price until late in the process Poor informaton about delivery method Poor online store solutions
Don't know Finland: 50% Finland: 3% Denmark Finland Norway Sweden
Under NOK 250 31% Over NOK 1000 29% NOK 250-999 40% Norway NOK 250-999 52% Over NOK 1000 24% Under NOK 250 24% Denmark NOK 250-999 42% Over NOK 1000 26% Under NOK 250 32% Sweden EUR 25-99 44% Over EUR 100 30% Under EUR 25 26% Finland
CHAPTER 2: PURCHASE PHASE
16 E-commerce Report 2014
The actual purchase is a critical phase for online stores. Good product informa-tion and marketing can prove futile if the actual payment process feels complicated and insecure, and potential customers abandon the purchase. Today, most online purchases are worth between NOK 250 and NOK 1,000 (EUR 25‒100); see Figure 7. Since nine out of 10 consumers already shop online, it is vital for online stores to get each customer to buy more. How can online stores effectively convert visits to the online store into actual pur-chases in a way that will make customers want to return? Again, this is about making things easy for the customer while still maintaining a strong sense of security at all times. However, the transaction between the online store and the consumer is not over until the goods are delivered. We will therefore take a look at the factors behind the consumer’s choice of delivery options.
Preventing abandoned purchases
Security and simplicity are the two single most important factors for the consumer
when paying for goods from an online store. This chapter has been written in collaboration with DIBS, one of the leading suppliers of payment solutions for online stores in the Nordic region. Here we present some of their key findings together with our own analyses. Surveys from DIBS show that secure and simple payment processes are important to the consumer. Almost 40 per cent of Nordic consumers report that they have abandoned one or more purchases during the past six months. The reasons given were vaguely worded terms and conditions and insufficient information; see Figure 8. Online stores must therefore know what their customers mean by simple and secure payment solutions. To give customers a sense of security during the purchase process, it is important to clearly state the terms and conditions for the purchase, what is being purchased, and how the goods will be delivered. Customers must also trust the actual payment solution. Most of these issues can be resolved by providing good
information in the online store. Consumers shop online because it is easy; the infor-mation must therefore be useful, provide security, and simplify the purchase process. One way of increasing sales is to look at the payment methods which online customers prefer. The reason given by almost 30 per cent of consumers who abandoned a purchase over the past six months was that the online store did not offer the right payment options. It is therefore important to know which pay-ment options online customers prefer. Familiarity with industry standards is a good way of identifying which types of payment solutions the customer is already familiar with. Figure 9 shows which payment types consumers in the Nordic countries prefer. Their preferences also depend on what they are buying and on their situation at the time of payment. The differences between the Nordic countries also illustrate the fact that there are different perceptions as to what constitutes simple and secure. Habits also play a part here.
No sale is complete until
the goods are received
Simple payment solutions and flexible delivery options: these
are the two key factors consumers look for when making their
purchases online.
FIGURE 7:
In your currency, how much did you pay for the last physical product you ordered online?
CHAPTER 2: PURCHASE PHASE
18 E-commerce Report 2014
FIGURE 9
How do you prefer to pay when shopping online? (Source: DIBS)
FIGURE 10
Your most recent online purchase (physical goods): on which device did you buy the goods? Payment by card (debit or credit) is
the preferred method of payment in all countries, with the exception of Finland. Direct payment from an online bank account is preferred in Finland. Denmark stands out in that nine out of 10 prefer to use cards. This is due to Dankort’s strong position in the Danish market. Sweden has the highest proportion of consumers who prefer to be invoiced. If you are going to open an online store in one of the Nordic countries, it is important to give customers multiple payment options to choose from.
Mobile commerce will grow
A small proportion of physical goods purchased online are currently bought via mobile phones. This trend will grow significantly in the future. Just under 15 per cent of all Nordic online purchases of physical goods are currently made using a mobile phone or tablet. PCs/Macs domi-nate with an 86 per cent share: see Figure 10. If services such as airline tickets and hotel accommodation are included, the proportion using mobile phones is some- what greater.
E-commerce experts we have interviewed all agree that mobile shopping will grow in importance in the future. More than one third of Nordic consumers say that they expect to shop via mobile phone or tablet in the coming year. Not unexpectedly, those aged under 50 are in the majority here. When we ask what it would take for consumers to buy more online via mobile phone, most reply that websites must be better adapted to smaller screens; see Figure 11. Younger consumers are par-ticularly concerned about this.
According to Paul Skeldon, editor of In-ternet Retailing, consumers now use mo-bile phones to find information pre-pur-chase, but they make the actual purchase on a PC/Mac. He expects this trend to change in the future, and that consumers will buy more via mobile phones and tablets. Leading players in the UK mar-ket have started using ′adaptive responsive design′, which means that the website is displayed according to both the device used and the context in which it is used. For example, websites are displayed differently if the consumer is surfing on a wireless rather than a mobile network. Patrick Müller in DIBS believes that the way in which we use mobile phones will change in the future, both in e-commerce and in all areas of consumers’ everyday life. It is now the customers, not the stores, who are leading development on mobile phones, because they are making demands. This is not the way things worked before.
Demanding simple and good processes
More than one in five say that a simple buying process will increase mobile purchases. According to DIBS, almost one third of Norwegian consumers will buy more via mobile phones if they can store their card information. Consumers want it to be easy and not to have to enter card information every time they shop. Online stores should focus on this rather than opting for standard solutions. Some consumers will be sceptical about storing their card information. Online stores must therefore address customer needs for security while also making the pur- chase process easier.
FIGURE 8
Why did you abandon your online purchase?
FIGURE 11:
What would it take for you to buy more goods via mobile phone in the future?
Better adapted websites are the most important factor to increase e-commerce via mobile phones.
In Finland, 82.5% of those questioned
used a PC for their most recent online purchase.
“The mobile phone has
moved from being a sales
channel to a purchasing
channel, and is used for
inspiration and searches.”
Benjamin Gundgaard, Customer Sense
Question to respondents who abandoned one or more online purchases during the past six months: Why did you abandon the purchase process? (Source: DIBS)
Finland
Denmark Norway Sweden Unclear terms and conditions
Not the right payment method
Lack of trust in the payment process Technical problems
Insufficient information Difficult registration process Payment process
0% 40%
*Credit or debit card ** Payment via online bank
Card Online bank Invoice Cash Micropayment By instalments Other Denmark 4% 1% 2% 2% 89% 2% 1% Finland 2% 1% 5% 38% 2% 23% Norway 57% 2% 13% 29% 13% 1% 13% Sweden 28% 3% 2% 8% 2% 17% 40% Mobile phone Mac Tablet/iPad PC Norway Denmark Finland Sweden
Better payment solutions Simpler purchase process Simpler search options Better adapted websites
Better navigation Denmark
Finland Norway Sweden Finland: 44%
CHAPTER 2: PURCHASE PHASE
21
E-commerce Report 2014 FIGURE 12:
To what extent are the following factors important to you when choosing a delivery option?
FIGURE 13
Delivery option chosen for your last purchase
FIGURE 14
How was the last item you bought delivered?
Even though delivery is often carried out by operators other than the online store itself, it is part of the customer’s overall experience of the online purchase and of the online store. There are roughly three main types of delivery options: home delivery, mailbox, and collection point (Post in Shops, collection points, auto-mated parcel boxes, etc.). Which of these options the consumer wants will depend on factors such as the type and price of the goods, the age of the customer, when the goods are to be used, and the customer’s situation when the goods are due to be delivered.
Three factors determine delivery
Most consumers consider security, price, and expectations of delivery method when deciding how goods should be delivered; see Figure 12. Our analyses show that for home deliveries, situation and security are the most important drivers. By situation is meant the delivery time, and that delivery takes place at the preferred time and place.
If goods are picked up at a collection point, price and security are the motiva-ting factors, whereas delivery to a mailbox is motivated by price and simplicity. This means that online stores must understand the combination of security, delivery expectations, and price that are important to the customers buying their products. The type of goods also affects the choice of delivery option. For example, expen-sive goods will activate the consumer’s need for security and to have the goods delivered. If the goods are of little value, the mailbox will be preferred. When the
online store decides which delivery options to offer, they need to know what their customers mean by security, price and delivery expectations and which of these three factors are most important. In Norway, Sweden and Finland, most goods are delivered via collection points, but a large proportion of books, music and film are also delivered via mailboxes. The tradition in Denmark has long been to have goods delivered to the consumer’s home, and this is still the most popular method. However, a growing number of Danes are now choosing collection points instead of home deliveries. This change is primarily driven by a change in the service offered by one of the main operators in the Danish logistics market. The consumer’s life situation also deter-mines the choice of delivery method:
Younger consumers are more concerned about price than are other age groups. 61 per cent of those aged under 30 state that price is very important when choosing a delivery option. 48 per cent of those aged over 50 say the same.
Older consumers are more concerned about simplicity. 43 per cent of those aged over 50 state that it is very impor tant that goods are delivered where they want them, while 30 per cent of those under 30 say the same.
Not unlike consumers, internet stores consider price and delivery to meet customer’s needs to be the most important factors when deciding which delivery options to offer their customers. However, unlike consumers – who put security first
How do your customers
want their goods delivered?
Seven out of ten say that good delivery options are decisive when
choosing an online store. Delivery is an important part of the
customer’s overall experience.
“A defective delivery after a
customer has waited a long
time destroys goodwill.”
Mikael Rosendahl, Atelje Margartha Percentage that answered “Extremely important”
Finland: 65%
Norway: 8% Optional services
Can have items delivered where I want
Tracking options
Knowing when goods will be delivered Fast delivery
Safety
Low prices on shipping/delivery
Denmark Finland Norway Sweden
Music/movies DenmarkNorway Sweden
Books DenmarkNorway
Sweden
Beauty DenmarkNorway
Sweden Shoes Denmark Norway Sweden Clothing Denmark Norway Sweden Small electronics DenmarkNorway
Sweden Mailbox Home delivery Collection point Collection point Mailbox Home delivery Sweden Denmark Norway Mailbox: 12% Collection point: 61%
22 E-commerce Report 2014 CHAPTER 2: PURCHASE PHASE
– the stores consider fast delivery to be the most important factor; see Figure 15.
Predictable freight costs are important
Price is one of the most important factors when consumers choose a delivery option. This has become more important in all countries compared with last year, with the exception of Sweden, where the trend remains stable. Denmark has had the greatest increase in price sensitivity. This year, 53 per cent of Danish consumers say that price is very important, up ten percentage points from last year’s survey. At the same time, consumer expectations for free delivery have increased. Almost six out of 10 consumers state that free delivery is important when choosing an online store. At the same time, almost seven out of 10 say the same about good delivery options These expectations are a result of the fact that many online stores have used free delivery as part of their marketing strategy to win customers.
The advantage of offering free delivery is that the total price is easy to predict for the consumer, but it is important to realise that once free delivery is first offered, it is difficult to change. Consumers quickly latch on to expectations of free delivery and view it as part of the service offered by online stores. But we also see that some consumers are willing to pay to have goods delivered to meet their exact needs. This is of course related to the price and type of goods. This consumer group has strong purchasing power and can choose not to use online stores which offer free delivery as the only option.
There are also several ways to make the total price predictable and easy for customers to understand without having to offer free delivery. For example, one can offer a fixed delivery rate. This means a fixed price for each delivery option offe-red by the online store. This makes it easy
for customers to understand what the total price will be and will make them more inclined to complete the purchase.
WE RECOMMEND:
Find out more about who your customers are and what they expect in terms of payment and delivery options.
There is no such thing as standard delivery options. Provide easily under standable options so that customers know what they are paying for.
Know what your competitors charge for delivery – your customers will.
Keep in mind that there are smart ways of offering free delivery, not necessarily just free delivery without conditions.
FIGURE 15
When your company chooses which delivery options to offer online customers, how important are the following factors to you?
FIGURE 16
Does your online store offer free delivery?
Norway: 67%
Norway: 4% Installation of new goods
Tracking options Multiple delivery options Return schemes
Return of packaging Return of old goods
Low prices on shipping/delivery Fast delivery to customers Knowing when goods will be delivered
Denmark Norway Sweden
Danmark Norge Sverige
Yes 37% During campaigns 3% For purchases of a certain amount 21% No 38% No 54% Yes 28% During campaigns 9% For purchases of a
certain amount 10% Yes 33%
No 38% During
campaigns 3% For purchases of a certain amount 20%
CHAPTER 3: POST-PURCHASE PHASE
24 E-commerce Report 2014
Over 70 per cent of Nordic e-commerce is namely carried out in online stores from which the consumer has previously made purchases. To the question of why they return to the online store, consumers respond that they value simplicity, security, good deals, low prices, good delivery solutions, and a wide range of products. All of these factors are of almost equal importance to consumers. Combined, these factors constitute a good overall experience and result in customers returning to the online store to shop again.
Loyal consumers
There are, nonetheless, some national differences. Swedes and Norwegians are more concerned about simplicity and security than are Finns and Danes. Norwegians are less concerned about good deals than are consumers in other Nordic countries: see Figure 18. Our analyses show that gender and age do not affect loyalty, but that loyalty is gained in different ways for different customer groups. As already mentioned, price is a key driver for creating loyalty to online stores, though in slightly
different ways for men compared to women. Women are drawn back by good deals more often than men, who more often return to stores that generally offer low prices. We also find that younger consumers are more often drawn back to online stores which offer a wide range of products and low prices than are older consumers. On the other hand, older consumers are more concerned about the quality of customer service than are younger consumers. These differences illustrate how important it is for online stores to know what creates loyalty for
How do you get customers
to return again and again?
Over 90 per cent of consumers were satisfied with their most recent
online purchase. This shows that e-commerce works well and
that online stores are generally meeting customer needs.
CHAPTER 3: POST-PURCHASE PHASE
FIGURE 17:
Why did you choose to shop at the same online store?
“It has to be simple and
smooth. If the shopping
experience is friction-free,
the customer will be loyal.”
Sarah Wittbom,
Nordic eCommerce Knowledge
Norway: 57%
Denmark: 11% Good customer service
Good deals
Good delivery options Lowest prices
Habit
Best product range Simplicity Security Denmark Finland Norway Sweden
CHAPTER 3: POST-PURCHASE PHASE
27
E-commerce Report 2014
their specific customers. When as many as seven out of 10 choose an online store from which they previously made pur-chases, it is more important than ever to focus on the customers they already have, provide them with the service they expect, and meet their demands.
Simple return systems
A good return system reduces costs and is a competitive advantage that attracts more customers. Around 40 per cent of Nordic consumers have returned a physical product to an online store once or more. Almost 90 per cent of these were satisfied with the return scheme. The proportion of consumers who return goods because they change their mind about their purchase has declined in all Nordic countries. The same applies to returns due to damaged or missing items. This may suggest that Nordic e-commerce operators have become more efficient in ensuring quality at all stages in the pre- delivery process.
Most returns are due to incorrect size or fit; see Figure 18. The consumer finds it a challenge to choose the correct size. Better information about size and fit as well as good, large pictures and other tools to describe products will reduce the proportion of returns. If customers know exactly what they are buying, the less likely they will be to change their minds and return goods.
Free returns for profitable customers
Klas Hjort, a professor at Uppsala University, has studied reverse logistics
since 2003. He believes that online stores should identify their most profitable custo-mers and differentiate the services offered to different customer groups. For example, free returns could be offered to the most profitable customers. Johan Holgersson at Bring believes that online stores see returns as customer service but that they must be alert to customers abusing a free return sys-tem. He believes that online stores should consider making customers who repeatedly abuse the scheme pay for returns.
WE RECOMMEND:
Find out how much emphasis your customers place on price, security, and convenience in connection with delivery of goods. Consider this in relation to the product to be delivered.
Expectations of free delivery among consumers can be changed by making more use of free deliveries during campaign periods or for purchases over a certain amount.
Return schemes mean more than increased transportation costs
– they represent good customer service and give your customers a sense of security, which in turn will generate more sales.
Give your customers good product information to increase sales and reduce returns. Give them relevant information so that they feel secure enough to complete the purchase.
FIGURE 18:
Reasons for returning goods
Wrong fit is by far the most common reason for returning goods
“There’s little point in an
online store looking at
return percentages to find
the reasons for returns. You
need to look at the return
percentages
per product.”
Klas Hjort, Uppsala University Norway: 56%
Finland: 3% Did not meet expectations
Wrong item Change of mind Wrong fit/size
Damaged or missing goods
Denmark Finland Norway Sweden
CHAPTER 4: TRENDS
29
E-commerce Report 2014
Norway Post and Bring will help Nordic e-commerce to succeed by serving as a competent advisor with insight and exper-tise in e-commerce.
To be a competent advisor, it is impor-tant to be familiar with key trends in the e-commerce industry in the Nordic region and the rest of the world. In this way we can advise our customers on how they can best keep one step ahead and exploit these trends to create profitability and growth for their businesses.
There are many exciting trends in the global e-commerce market, from increasingly sophisticated delivery methods to integrated and personalised solutions in all channels and on all platforms. More industries are offering their products online, and custo-mers are continuously making new demands on market players. Knowing about these trends and about how to predict how they
will impact the Nordic market in the future constitutes vital expertise which we and our business partners possess and share with our customers.
In this year’s report we want to look more closely at some e-commerce trends which we believe will have the greatest impact on Nordic consumers and on e-commerce market players, both today and in the years to come.
The trends we cover are: 1) the customer journey, and how it develops; 2) the inte- gration of online stores and bricks-and-mortar stores, or what is known in the industry as ’omni-channel retailing’; 3) insight and analysis, and how what many refer to as ′big data′ will affect the development of e-commerce; and finally 4) global e-commerce and the consequences and opportunities it creates for both Nordic consumers and online stores.
E-commerce trends
There are many exciting trends in the global e-commerce market.
Knowing about these trends and about how to predict how they will
impact the Nordic market in the future constitutes vital expertise.
CHAPTER 4:
TRENDS
“E-commerce is here to
stay. and you need to act to
keep up. You need to think in
new ways and to constantly
challenge established ways
of doing things.”
CHAPTER 4: TRENDS
31
E-commerce Report 2014
Consumers do not differentiate between online and offline channels, and these channels work together. As we have al- ready mentioned, consumers are mature and experienced, and more often go di- rectly to online stores for information. They demand more from online shopping and from the customer experience.
Do you know your customers?
Knowing who your customers are, their views, and the decisions they make when they shop is essential to become an e-commerce winner. You need to know how the right customer group finds your store and what expectations and needs they have. One in three customers buy on impulse. and it is the customer’s situation at the moment of purchase that determines where and how they shop. It is important to be aware of how you treat customers at all customer contact points in your business. You need to know how to create the best possible overall experience for your customers so that they return. This year’s e-com- merce report shows that today’s internet consumers make many demands on online
stores. Time is perceived as a limited resource in the Western world, and how we spend our time has become a key issue for us. Simple, efficicient, time-saving solutions adapted to our situation at any given time are no longer things which consumers simply dream about: they demand them. We believe that consumer power will become stronger in the future: consumer power and groups who ex- change experiences in common, transpa-rent communities will set the terms and demands for online stores Consumers want more information, simple solutions, affordable prices, and efficient delivery options adapted to individual industries and to individual wants and needs. The range of delivery options is growing – we now see growth in the use of automated parcel boxes and parcel terminals, large networks of collection points, and new, larger parcel boxes for houses in Europe and the rest of the world. Customers want to be able to choose how and when to receive their goods according their situation at the time. This represents simplicity and security for customers.
TREND 1:
Complex customer journeys
There is not just one customer journey, but many. Today’s customer
journeys are more complex than ever before, making it even more essential
to know your customers and their needs and wants.
“The ability of online stores
to see each customer’s
journey will be vital. All
cus-tomers are different, and we
need to view each customer
on an individual basis.”
(Respondents who answered “Yes”, by percentage of total respondents)
CHAPTER 4: TRENDS CHAPTER 4: TRENDS
33
32 E-commerce Report 2014 E-commerce Report 2014
As more stores gradually acquire both bricks-and-mortar and online stores, more of them will opt to tie these sales channels together. For example, some stores offer the possibility to order the desired product online in the bricks-and-mortar store if it is currently out of stock.
Omni-channel retailing is the technical term often used to describe the interaction and integration between different sales channels. The aim is to offer customers the same good customer experience regardless of which channel the customer uses to shop. This runs parallel with the trend in customer service of providing possibilities to contact a company by email, telephone, or social media; in other words, the same customer experience across channels. Richard Wilding, Professor of Supply Chain Strategy at the Cranfield School of Management, explains that that the UK is one of the world leaders in the use
of omni-channel retailing strategies. Stores from the United States and the rest of the world look to this market when developing their own solutions.
Stormberg, the Norwegian manufacturer and retailer of outdoor clothing, now offers customers the option to shop online in their bricks-and-mortar stores, thus giving them access to their entire range. The Swedish clothing chain MQ has also launched a shop-in-store solution whereby customers can shop even if the goods are sold out in the chain’s bricks-and-mortar stores. They think in terms of shopping experience at every stage, and their customer loyalty club is integrated so that customers can take advantage of cam-paign codes in all purchasing channels.
Online accessessibility is expected
45 per cent of Nordic consumers expect bricks-and-mortar stores to also offer the
TREND 2:
Channel integration
Consumers draw few distinctions between bricks-and-mortar
and online stores, and expect to be able to shop where and
when they want, and in the way that suits them best.
opportunity to buy goods online. More younger than older consumers expect this; see Figure 19.
They expect this because they can then choose where to shop and can collect or return goods purchased online in the bricks-and-mortar store; see Figure 20. Essentially, the integration of bricks-and-mortar stores with online stores is about making things easy for customers and offering them choices based on their situation at any given time.
Combining channel strengths
Stores without online stores will have to choose between establishing their own online store or watching other online stores eat away at their revenues in step with the growth of e-commerce. Those who manage to combine the strengths of bricks-and-mortar and online stores
will be best placed to meet customers’ demands and to win in the face of increasingly fierce competition. If we look at Norwegian retail companies which do not currently offer online shopping, 30 per cent of these plan to open online stores in the next two years. The equivalent figures for Sweden and Denmark are 19 and 23 per cent respect- ively. Competition is intensifying, and clear strategies to win customer loyalty are becoming more important than ever.
The need to offer options
There are other areas of e-commerce in which multiple elements need to work together: platforms, marketing channels, and delivery and payment options. All these elements must be viewed in relation to each other and must offer consumers options.
FIGURE 19
Do you expect bricks-and-mortar stores to have an online store?
FIGURE 20
Why do you expect bricks-and-mortar stores to also offer the option of buying goods online?
OTHER COUNTRIES: The possibility to choose where to shop is the most important reason for why customers expect bricks-and-mortar stores to also have an online store SWEDEN
Denmark Finland Sweden
Can choose where I
shop: in-store or online 74% 68% 78%
Can collect/exchange/ return goods bought online in a bricks-and-mortar store
55% 53% 49%
Online access to sizes/ models not available in-store
38% 47% 43%
Can have goods delivered home instead of bringing them home from the store
36% 30% 40%
Can exercise my right
to cancel 20% 17% 19% 54% 47% 42% 18-30 years 30-50 years 50+ 78% 19% 43% 49% 40%
Can choose where I shop – in-store or online
Can exercise my right to cancel
Online access to sizes/ models not available
in-store
Can collect/exchange/return goods bought online in a bricks-and-mortar store Can have goods delivered
home instead of bringing them home from the store
CHAPTER 4: TRENDS
35
E-commerce Report 2014
The big winners will be those who ma- nage to use insights in the right context with regard to consumers. It is not the amount of data that matters, but rather using insights in a relevant way. Insights offer huge potential to optimise an online store, improve the customer experience, and develop new business models. For example, British and American businesses now increasingly link weather forecasts with purchasing history to predict demand for specific products. In this way they can more easily make use of the right marketing tactics to increase sales. Other examples are the British grocery giant Tesco and the American online retail Amazon, who use different types of data to predict what individual customers will buy next time and tailor their offers accordingly.
Personalisation is key
Data should and can be used for much more than just segmenting customers through email. There is maturity in the market, and consumers are gradually becoming more informed as they
experi-ence personalised deals and service levels. This enhances thecustomer experience. The decision to buy is made before you click your way into an online store. It is important for online stores to know what kind of data can be obtained. Online stores have an advantage over bricks-and-mortar stores with regard to data collection. Bricks-and-mortar stores know nothing about who their customers are, their payment and delivery preferen-ces or their most recent purchase. This is information which online stores can obtain on each customer. Correct use of available data therefore provides huge potential to adapt offers to individual customers or customer groups.
Consequently, the insight the online stores have – and how they use it – will represent a competitive advantage in the future. Data about customers and how they react before, during and after a purchase provide insights into how online store operators can improve the overall experience – if data are analysed and used correctly.
TREND 3:
Insight and analysis
The ability and willingness to utilise available data
to get to know your customers is no longer mere
hype: it is a key competitive advantage.
“Unfortunately, little use is
made of the insights gained
by online stores by means of
web analytics.”
CHAPTER 4: TRENDS CHAPTER 4: TRENDS
37
36 E-commerce Report 2014 E-commerce Report 2014
Several international companies have simplified their purchase processes so that uncertainties related to customs duties, language, and currencies are disappearing. Our survey shows that around 45 per cent of Nordic consumers have bought from foreign online stores during the past 12 months. But, as Figure 21 shows, there are differences between the Nordic countries. Far fewer Swedish online consumers shop abroad (35 per cent) than in the other Nordic countries. At the same time, Sweden is the country where online stores sell most to the other Nordic countries; see Figure 22.
This indicates that the Swedish online stores are good. They not only sell more to the other Nordic countries than online stores in Norway, Denmark and Finland; they also have a firm grip on Swedish consumers.
More consumers buying from China
The UK, the US, and China are the most popular e-commerce markets for Nordic consumers as a whole. It is interesting to note that about 20% of Nordic consumers
report that they have purchased goods from China. This represents an increase of 7% from 2013. The proportion of Norwegeian consumers buying from Chinese online stores has grown most, by almost 10 per cent.
Lower barriers
In the coming years, international e-commerce will only increase in scale as the barriers to consumers for this form of shopping are reduced. Consumers who choose to buy from foreign online stores are motivated by low prices and wide product ranges; factors which were also highlighted in last year’s report. It is becoming increasingly difficult for con- sumers to differentiate between domestic and foreign online stores. Good inter- national online stores know their custo-mers and adapt the content and design of their websites to local conditions. Globalisation is often viewed as a threat by domestic online stores, but increased international commerce is just as much an opportunity for Nordic online stores as for others. Figures from Ecommerce Europe
TREND 4:
Global e-commerce
One of the many benefits of e-commerce has long been the
possibility to shop whenever and wherever you want. The survey
shows that Nordic consumers also take advantage of this benefit.
FIGURE 21
Have you purchased physical goods from foreign online stores during the past year?
FIGURE 22
Which countries have you bought from during the last year?
NORDIC AVERAGE
ARRANGED BY COUNTRY
Store's home country Denmark Finland Norway Sweden Sweden 11% 15% 28% -Norway 21% 2% - 2% Finland 1% - 1% 2% Denmark - 5% 15% 11% UK 58% 43% 46% 47% USA 23% 29% 51% 34% China 16% 22% 27% 23% Australia 2% 2% 4% 3% France 5% 4% 2% 3% Italy 3% 2% 1% 3% Spain 5% 3% 1% 2% Germany 33% 37% 12% 24% Others in Europe 8% 10% 10% 10% Others outside Europe 5% 8% 14% 7%
Almost half of all Nordic online purchases made abroad are made from online stores in the UK
44% 48% 47% 36% Denmark Finland Norway Sweden Norway 3% 1% Finland Sweden 18% China 22% Australia 3% Germany 27% 4% France Spain 3% USA 34% Denmark 10% United Kingdom 49%
CHAPTER 4: TRENDS
38 E-commerce Report 2014
show that the European e-commerce market for consumer purchases in 2013 was EUR 363 billion, a 16 per cent increase on the previous year. In 2014 this is expected to grow to EUR 425 billion, and in 2016 to EUR 625 billion. This corresponds to an expected growth of almost 50 per cent in the European e-commerce market in the next two years; growth in which Nordic online stores can participate. Eirek Gullvåg of Stormberg understands that many are reluctant to establish businesses outside Norway, but he believes that the battle for customers cannot be won unless they try.
The Swedes want to expand
Many online stores in the Nordic countries plan to open online stores in other countries in the coming years. Swedish online stores are the most keen to expand geographically (31 per cent), while the Norwegian stores are the least interested in geographical expansion (10 per cent). First and foremost, the Swedish online stores want to expand to their neighbouring Nordic countries, which will mean increased competition for the domestic online stores; see Figure 23. One prerequisite to succeed with international expansion is the ability
to adapt to local markets yet still manage to stand out. One of the most important measures is to align with established partners and brands in areas such as payment solutions and logistics so that consumers feel secure in their dealings with the online store.
Online stores that want to increase international sales have to work syste-matically to reduce customer insecurity by managing customs and duties, having good solutions to avoid hidden costs, and ensuring that return schemes are simple and efficient; see Figure 24.
FIGURE 23:
In which country do you expect to open an online store in the next two years?
FIGURE 24:
Why do you not buy goods from foreign online stores? Question asked to respondents who have not shopped abroad during the past year. Question asked to companies who already have an online store.
CONTACT CUSTOMER SERVICES Our aim to to help you succeed with your online store.
Sweden: 44%
Norway: 2%
Too expensive
Don't feel it's secure enough
Poor customer service Long delivery times
Expensive shipping/delivery costs Uncertain about actual total price
Uncertain about return and exchange options
Denmark Finland Norway Sweden Norway USA Sweden UK Finland Denmark Other EU country Don't know Norway 27% 80% 13% 7% 80% 13% 13% 24% 40% 47% 2% 9% 40% Denmark 10% 14% 43% 5% 43% 10% 38% Sweden
SE
020 765000 +46 84 00 007 65 bring.se/ehandelNO
04045 +47 21 31 62 34 bring.no/netthandelDK
70 28 60 70 +45 70 28 60 70 bring.dk/nethandelPhotos: Posten Norge AS and Colourbox Project Manager: Kristine G. Røe, E-commerce Division Design: Anniken R. Hølbakken, Konsernstab Kommunikasjon
