UPS Study: Online Auto Parts Sales Accelerate; Shoppers Shift Behaviors
05 Octobre 2015 - 3:00PM
E-commerce continues to accelerate in the automotive aftermarket
industry. New research shows that 56% of online automotive parts
and accessories shoppers are making their purchases online – an 8%
increase over the previous year. The study also indicates that
consumers are combining online and in-store channels for an
omnichannel shopping experience. Omnichannel is when shoppers
seamlessly shift between mobile, online and in-store resources to
research, purchase, pick up and return their items.
The findings are from the annual UPS (NYSE:UPS) “What’s Driving
the Automotive Parts Online Shopper” study.*
“Online automotive parts shopping continues to accelerate.
Consumer behavior is shifting,” said Brian Littlefield, UPS
director of marketing for the automotive industry. “The UPS study
revealed how shoppers have become more sophisticated and mobile
while staying connected to their local auto parts retailer.
Research suggests consumers want a seamless experience from their
local auto parts supplier, whether a large chain or local
independent, across websites and apps, email and physical store
locations.”
Online comparison shopping increased 12% since 2014, with 95% of
online automotive aftermarket consumers now comparing products and
prices before they buy. A majority, 63%, use online coupons and 52%
are more likely to shop with a retailer if they receive email
offers with discounts.
Shifts in purchasing behavior are also reflected in the role of
the store. Online shoppers buying auto parts use ship-to-store 55%
of the time, which is a 14% increase from the prior year, as part
of a growing trend toward increased convenience and no-cost
ship-to-store pricing. An additional 10% of consumers, 86%,
strongly prefer to return items to a store compared to the prior
year.
The 2015 “What’s Driving Automotive Parts Online Shopper” Study
outlines key shopping behavior drivers,
accelerators and shifters.
Drivers: Factors That Make Consumers Take
Action
Automotive parts and accessories online shoppers do extensive
homework before making a purchase. Replacement parts shoppers
primarily look for the best price and availability, while upgrade
customers are researching product details and reviews. These
shoppers are willing to make purchases internationally if they
don’t find what they’re looking for domestically. International
purchases have been made by 29% of online auto parts shoppers, with
41% of these consumers saying they needed a specific part or
accessory that was not available in the U.S.
The top reasons that consumers shop at one retailer over another
are price (52%), product availability (45%) and selection
(37%).
Accelerators: New Influences on Purchasing
Decisions
Consumers who are shopping for auto parts online are
increasingly mobile, researching products, reviews and pricing when
and where they want. Consumers reported frequent (often or most of
the time) use of mobile phones to compare prices (compared to
never, rarely or sometimes), a 27% increase from a year ago to 43%.
This correlates with a 19% increase (to 43%) of consumers
frequently using their mobile phones to look up product reviews,
and a 22% increase (to 41%) of frequently using mobile phones to
read product details.
Consumer desire for convenience and capabilities also is
accelerating. Shoppers are increasingly interested in obtaining
greater visibility concerning when and where their items will be
delivered. Sixty-three percent like to receive email or text
delivery alerts with the approximate time of delivery, up from 47%
in 2014.
Shifters: Changing Dynamics from 2014 to
2015
Online consumers are purchasing more replacement parts (up 7% to
66%) and fewer upgrade parts (down 2% to 54%). These consumers also
are installing more parts themselves (up 4% to 66%) and are having
fewer parts installed by someone else (down 13% to 34%) compared to
2014.
Despite the growth of e-commerce, online auto parts and
accessories shoppers consider the physical store to be more
important than a year ago. Thirty-seven percent (up 6%) of online
shoppers now prefer to purchase parts and accessories in a physical
store. Physical stores are even more important for returns. The
percentage of online shoppers who prefer to return items to a store
increased by 12% to 86% in 2015.
“Online auto parts consumers are driven by value and empowered
by technology,” continued Littlefield. “It’s absolutely critical to
understand what’s driving these customers and how their shopping
behavior is shifting to a more seamless experience.”
To download the full study, visit www.ups.com/autostudy.
* Conducted for UPS by comScore (NASDAQ: SCOR),
a leader in measuring the digital world, the study was administered
to U.S. online automotive parts and accessories shoppers to
evaluate their habits from pre-purchase through post-delivery.
About UPS
UPS (NYSE: UPS) is a global leader in logistics, offering a
broad range of solutions including transporting packages and
freight; facilitating international trade, and deploying advanced
technology to more efficiently manage the world of business.
Headquartered in Atlanta, UPS serves more than 220 countries and
territories worldwide. The company can be found on the web at
ups.com® and its corporate blog can be found at longitudes.ups.com.
To get UPS news direct, visit pressroom.ups.com/RSS.
Matt O’Connor, UPS
404-828-8113
matthewoconnor@ups.com
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