For the 70th time, you have the chance to read about the latest news from the world of eCommerce in the pages of Advox Press Review! In the jubilee edition, you will find information about the European Union's work on changes in the law that may affect e-shop owners. Additionally, you will learn why Poles are increasingly reaching for loyalty programs during online shopping and what is important to them when choosing a delivery method. The full freshest knowledge of Press Review is already waiting for you - read on! The freshest knowledge is already waiting for you - read on!
Loyalty programs in eCommerce - outdated or a way to loyal customers?
There is no place for loyal customers in online sales. Internet users efficiently search for the most advantageous offers and choose the store that offers them the most. Although there is a grain of truth in the above statement, loyalty still remains an important element of eCommerce strategy. Users still positively respond to loyalty programs, especially if they offer them personalised benefits. Where do these conclusions come from?
According to research conducted by SW Research on behalf of MediaMarktSaturn Polska, over 66% of young Poles reach for loyalty programs at least once a month. Moreover, despite the common belief in the decreasing attachment of Generation Z (individuals born between 1995 and 2012) to specific brands, only 12% of them do not use loyalty programs at all.
However, when creating a loyalty program dedicated to young consumers, one must remember one thing, which is to adapt the strategy to the preferences of this customer group. For young Poles, using the internet is something natural - consequently, they expect maximum convenience, and their purchasing habits shape the requirements they place on brands. According to the report, the most important issues for this group of consumers are:
- intuitive user interface (24%),
- ability to compare prices (30%),
- convenient delivery methods (31.3%) and package tracking option (36.8%),
- quick access to wanted products (20.9%),
- dedicated discounts, especially when using mobile applications (39.6%).
The study was conducted on a group of Polish women and men aged 13 to 29 years old. The results reflect trends that are likely to intensify with the increasing purchasing power of this young generation. Want to learn more about their shopping habits? You will find the full report here.
The European Union will change parcel packaging rules in eCommerce
"Reduce, reuse, recycle" is the principle that guides the European Union in developing new regulations regarding the packaging of goods, including parcels sent by online stores.
The motivation to regulate this issue is the increasing production of waste. It is estimated that each EU resident generates an average of around 189 kilograms of used packaging per year, and this number is constantly increasing. The new regulations aim to reverse this trend and increase care for the natural environment. According to the assumptions, the number of generated waste should decrease by 15% by 2040.
The first work on the regulations took place in 2022. However, it was only at the end of April 2024 that the majority of the European Parliament supported the latest arrangements in this matter. What exactly do the new regulations concern? Some of them focus on eCommerce. The EU recommends minimising the weight and volume of packaging in which orders are sent so that the maximum empty space ratio in transport is 50%.
"Air commerce" is a frequently mentioned problem in the industry. Overly large and mismatched packaging generate unnecessary waste and lead to inefficient use of transportation (vehicles carry fewer shipments than they could if the packaging were properly matched), which in turn increases CO2 and other pollutant emissions.
Work on the regulation of reducing shipments is still ongoing. It is worth keeping up with this topic because the content of the regulations may change before final approval. You can read about the current shape of the proposed regulations here.
Logistics key to success in eCommerce. Insights from the e-Chamber report
It's hard to imagine eCommerce without a developed logistics system. Nowadays, customers expect not only fast delivery but also convenient pickup options and the ability to track the status of shipments. The Polish online sales market perfectly responds to these expectations. In online stores, you can choose from many different delivery options, and domestic solutions such as parcel lockers (popularised by InPost) are gaining popularity worldwide.
The Chamber of Digital Economy analysed the condition of the logistics industry and new trends, publishing conclusions in the report "Logistyka i dostawy. Klucz do e-sukcesu" (which translates to "Logistics and Deliveries. The Key to e-Success.") What can you learn from it?
- Over 90% of Poles prefer free delivery, and 11% believe it should be available regardless of the order value.
- For 69% of customers, it is important to receive a package within 48 hours of placing an order.
- The number of parcel lockers from different providers in 2024 may exceed as many as 45,000 units across Poland. Customers most often choose these delivery options due to the long waiting time for pickup (17%), the lack of need to wait for a courier at home (14%), and attractive prices (12%).
- The ecological awareness of Poles is growing - 65% of them are aware that returns have a negative impact on the environment (which is twice the percentage as the previous year). Moreover, 42% of customers are willing to wait longer than 3 days for an environmentally friendly delivery.
You will find more conclusions from the report in the full version of the publication. What particularly caught your attention?
