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WINNING IN TODAY’SOMNICHANNEL RETAIL WORLD
Patrick MundenHead of Large Merchant Marketing Europe,eBay
CONSUMER BEHAVIOUR HAS CHANGED
Lines have blurred in an omnichannel worldIt’s no longer Online vs. Offline
OMNICHANNEL RETAIL
75%of total retail spending occurs 15 miles from home
Source: UPS 2012
80%of eBay buyers would buy cross-border for the right product
Source: eBay research 2012
£5 Billionm-commerce estimated sales for UK in 2013Source: Deloitte research August 2013
MOBILE – LOCAL - GLOBAL
GLOBAL ONLINE MARKETPLACEeBay connects buyers and sellers worldwide
BUY IT NEW AND BUY IT NOWeBay works with 100+ high street retailers and brands
19.5 75%of the items are sold at fixed prices
70%of the items are new
Source: eBay.com quarterly results Q4-2013 and internal research 2012-13 unless stated
149
MILLIONactive users in UK & Ireland
ANYTIME AND ANYWHEREeBay Mobile is a shopping universe in your pocket
$22 BNglobal mobile sales in 2013
260+MILLIONeBay Inc. app downloads worldwide
40%of eBay transactions are touched by mobile
MILLIONactive users worldwide
SHOPPING IS NOW COMPLEX AND FRAGMENTED
Is there an eBay effect?
What’s the future of the store?
Are omnichannel customers worth pursuing?
Does online cannibalise offline?
RETAILERS ARE ASKING:DOES ONLINE COMPLIMENT OFFLINE?
How can retailers realise the omnichannel opportunity?
Are leading retailers benefiting from an omnichannel approach?
Is there value in serving omnichannel consumers?
STUDY: THE OMNICHANNEL OPPORTUNITYUNLOCKING THE POWER OF THE OMNICHANNEL CONSUMER
3
2
1
STUDY: THE OMNICHANNEL OPPORTUNITYMETHODOLOGY
Interviews with leading retailers across Europe
Econometric analysis of store and non-store sales, and the impact of a broad presence across channels
Survey of 2000 adults in the UK and Germany
DELOITTE EXAMINED THE UK MARKET FOR WOMEN’S DRESSES FROM 2009 TO 2013
Generating
£1.5bnannual sales
With
54%of market
17 RETAILERS
DELOITTE FINDING: OMNICHANNEL RETAILING HELPS CAPTURE INCREMENTAL SALES
For every £100spent through non-store channels
Based on UK women’s dresses market
£95is incremental to store sales.
Level of cannibalisation is just
5%
PRESENCE ON EBAY DRIVES TRAFFIC TO OTHER CHANNELS USED BY THE BRAND
“We found that promotions we run on eBay.co.uk have a positive impact on sales on our own website, and also more surprisingly, in store.”
Andy Harding, Executive Director of Multichannel, House of Fraser
1.2%INCREASEin store sales from a presence on eBay
DELOITTE FINDING: A PRESENCE ON EBAY INCREASES IN-STORE SALES
IS THERE VALUE IN SERVING OMNICHANNEL CONSUMERS?CONNECTED CONSUMERS ARE BLURRING THE ON/OFFLINE BOUNDARIES
How do we shop in UK?
31%of people visited a store prior to making a recent online purchase
34%of people used online channels before making a purchase in store
1 in 3people already use multiple channels when shopping
Findings from Deloitte’s survey of 1000 adults in UK Q3/4-2013
IS THERE VALUE IN SERVING OMNICHANNEL CONSUMERS?CONNECTED CONSUMERS ARE INFLUENCED BY A WIDE RANGE OF SOURCES
69%said that visiting the high street store had a big influence on their shopping
72%are influenced by friends and family
What influences shopping behaviour?
2/3are influenced by customer reviews, and slightly higher by price comparison sites
1/2reported that they were influenced by social media and blogs
43%Reported that they were influenced in their shopping by apps
IS THERE VALUE IN SERVING OMNICHANNEL CONSUMERS?TECHNOLOGY IS DRIVING SHOPPING BEHAVIOUR
Over 80%of tablet owners have used their tablet for shopping
35%use their smartphone to find nearby stores
34%take a picture of a product to retrieve information on it
23%recognise their location and provide information on local offers
23%scan barcodes in order to access additional information
What influences shopping behaviour?
IS THERE VALUE IN SERVING OMNICHANNEL CONSUMERS?
They are almost 2xas likely to use mobileas part of their purchase journeys
50%
A NEW BREED OF CONSUMER HAS EMERGED – THE SUPER SHOPPER
Shoppers who behave in an omnichannel way are more valuable to retailers, spending more money and shopping more frequently
The value of these purchases through multiple channels can be up to 50% more than those purchased through a single channel
These shoppers are
30%more likely to research online before visiting store
18%of shoppers account for around
70%of retail spending in the UK
OFFERING FLEXIBLE DELIVERY OPTIONS, USING THE STORE AS A COLLECTION POINT
BEING PRESENT AT ANY STAGEOF THE SHOPPING JOURNEY
ALLOW CUSTOMERS TO USE THE CHANNEL OF THEIR CHOICE
HOW CAN RETAILERS REALISE THE OMNICHANNEL OPPORTUNITY?
ADOPT A VARIETY OF STRATEGIES THAT BLUR ONLINE/OFFLINE
What was your reason for completing your purchase in-store?
What was your reason for completing your purchase online?
HOW CAN RETAILERS REALISE THE OMNICHANNEL OPPORTUNITY?
OFFER FLEXIBILITY AND SPEED ACROSS INTEGRATED CHANNELS
I did not want to wait for delivery
I wanted to try out or test the product I was buying
I wanted to see the range available in store
20%
30%
25%
The product was cheaper online
Special offer that was only available online
I find online shopping more convenient
40%
27%
30%
Download the report and guides http://ebay.eu/omni
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