Digital Strategy For Retail: Omnichannel (The Hive Think Tank)

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DIGITAL STRATEGY FOR RETAIL: OMNICHANNEL The Hive Think Tank on May 7th, 2014 at General Assembly in San Francisco with Christophe Biget (iVentures Consulting, co-CEO), Tyler Kohn (RichRelevance, CTO), Kerem Tomak (Macy's, VP, Marketing Analytics and CRM) and Greg Tanaka (Bay Sensors, CEO) More information about eShopper Index: - Overall ranking: http://www.slideshare.net/aureliaa/2014-eshopper-index-overall-ranking - Presentation & subscription: http://www.iventures-consulting.com/eshopper-index

Transcript

1 iVentures Consulting 2014

eShopper Index

eShopper Index

Digital strategy for retail: OmniChannel

May 7th, 2014 #hivedata

@cbiget @iventuresC

2 iVentures Consulting 2014

eShopper Index

About us

iVentures Consulting is a management consulting firm dedicated to digital strategy, founded in 2005 and based in Paris and San Francisco

iVentures Consulting mainly works in the Fashion, Luxury, Cosmetics, Retail, Travel, Media & Entertainment sectors

Digital Business strategy

Omnichannel and digital strategy diagnosis and definition

Organization, business planning and road map

Business intelligence Support to implementation

Digital skill development of top managers and executives

Training Digital academy Learning expeditions Reverse mentoring

eShopper Index

Ranking & Analysis of leading companies E-Commerce performances all along the customer journey

3 iVentures Consulting 2014

eShopper Index

Today, the question is not to know WHERE customers buy but HOW they buy

IN THE PAST

Physical retail and E-Commerce were two distinct experiences

TODAY

Retail 2.0: a unique & fluid customer experience without breaches

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eShopper Index

What is eShopper Index?

The only International Index to: analyze & rank leading companies

E-Commerce performances all along the customer journey

cover 13 sub-steps of the customer journey through over 250 criteria

allow cross sector comparisons through over 130 companies in 11 sectors all over the world

Website Mobile

Social platforms

Customer services

CRM OmniChannel

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eShopper Index

2014 eShopper Index 13 sub-steps measured

O

mni

Cha

nnel

Before purchase

SEO/ SEM

Social Media

Mobile

User Interface

Product Page

During purchase

Sales Funnel

Customer Service

Newsletter

After purchase

Communication emails

Customer Account

Delivery & Package

Return & Refund

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eShopper Index

Overall Ranking of the 130 analyzed companies

1 Zalando 28 Walmart 55 Thierry Mugler 82 Nocibe 109 YSL 2 Zappos 29 Nike 56 Zara 83 Michael Kors 110 Columbia 3 Amazon 30 Macy's 57 Benefit Cosmetics 84 Ruelala 111 Nespresso 4 Net A Porter 31 Barnes & Noble 58 Louis Vuitton 85 Guerlain 112 Boulanger 5 Gap 32 Yoox 59 Coach 86 Baccarat 113 Sainsbury's 6 Lacoste 33 Burberry 60 Eveil & Jeux 87 Hermes 114 Fresh 7 Fab 34 Este Lauder 61 Otto 88 Neiman Marcus 115 Safeway 8 Nordstrom 35 Mytheresa 62 Farfetch 89 SFR 116 Guess 9 Marks & Spencer 36 Gilt 63 Nasty Gal 90 DKNY 117 Dior Parfums

10 Ralph Lauren 37 Levi's 64 Toys"R"us 91 Next 118 Homebase 11 Target 38 Justfab 65 Calvin Klein 92 Longchamp 119 Giorgio Armani 12 Sephora 39 Chanel 66 Apple 93 Neutrogena 120 Bouygues Telecom 13 Kate Spade 40 Hugo Boss 67 Saks Fifth Avenue 94 Gucci 121 Orange 14 Harrods 41 Tesco 68 Shopbop 95 Marionnaud 122 3 Suisses 15 Clinique 42 Dcathlon 69 Reebok 96 Dell 123 Dolce & Gabbana 16 Sarenza 43 Createurs de Beaute 70 Tommy Hilfiger 97 Argos 124 AT&T 17 Bloomingdales 44 Bruneau 71 L'Oral Paris 98 J. Crew 125 Sprint 18 John Lewis 45 Bonobos 72 Best Buy 99 Nine West 126 Prada 19 La Redoute 46 Yves Rocher 73 Pixmania 100 Carphone Warehouse 127 Vodafone 20 Fnac 47 Avon 74 Staples 101 Swarovski 128 T-Mobile 21 Tory Burch 48 Puma 75 Topshop 102 Lancome 129 Ikea 22 Clarins 49 Selfridges 76 Esprit 103 Office Depot 130 O2 23 Auchan 50 Tiffany & Co. 77 American Apparel 104 Very 24 Adidas 51 Celio 78 Barneys 105 VentePrivee 25 Sears 52 Mac 79 Costco 106 Quicksilver 26 Asos 53 Marc Jacobs 80 Vestiaire Collective 107 Carrefour 27 H&M 54 Darty 81 Moda Operandi 108 Verizon

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eShopper Index

Executive summary What the Top 20 says

The best bricks & clicks have caught up and even surpassed the pure players: 75% of the top 20, and 79% of all analyzed

companies

TOP 20

1 11

2 12

3 13

4 14

5 15

6 16

7 17

8 18

9 19

10 20 The performance of European companies is neither better nor worse than that of American companies

The Fashion sector emerges as the winner followed by the Multi-sector players Fashion: 50% of the Top 20 for 31% of all

analyzed companies

Only 1 company in luxury and 2 in perfume and cosmetics

Multi-sector: 25% of the top 20 for only 10% of analyzed companies

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eShopper Index

OmniChannel ranking

OmniChannel Top 10 1

2

3

4

5

6

7

8

9

10

50% are European, 50% American

80% are retailers/ 20% are brands

60% are in Consumer Electronics and multi-sector

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OMNICHANNEL Key figures

69%

31%

% of players with stores or showrooms that set up at least one OmniChannel service*

Minimum one main omnichannel service

No omnichanel services

* At least Pick-up in store or Return in store or Connected device(s) in store

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OMNICHANNEL Key figures

0%

20%

40%

60% 54%

40% 36% 36%

25%

20% 18%

6% 3%

Main OmniChannel services implemented

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eShopper Index

OMNICHANNEL Key figures

0%

10%

20%

30%

40%

50%

60%

70% 63%

30% 37%

36%

26% 23%

17%

13%

2%

46% 48%

36% 36%

25%

17% 18%

0% 4%

Main OmniChannel services implemented by region

USA

EUROPE

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0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100% 100%

75%

32%

83%

50%

16%

67%

100%

8% 14%

50%

40%

80%

100%

64% 67%

100%

37%

89%

67%

33% 29%

20%

54%

Pick up in store vs Return in store by sector

Pick up in store

Return in store

OMNICHANNEL Key figures

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eShopper Index

OMNICHANNEL Observations, Benefits and Recommendations

Observations: Companies with physical and online presence should implement a clear

OmniChanel strategy all along eShopper journey to leverage their presence and benefit from competitive advantages

OmniChanel strategy will benefit to both the eStore and physical stores through driving traffic, increase frequency of contact, and maximise customer intimacy

The challenge is to implement the process and train sales staff to respond to customer expectation by providing digital experience

Benefits: Increase quality of the customer experience Give new reason to go to stores Increase sales Differentiate from other brands Build customer loyalty

BASICS

Buy online and pick up products in store

Exchange or return products in store

Check products availability in physical store from website

Scan barcodes and QR Codes for more information about product (Product Page, comments,..)

Localize the nearest store from mobile app

DIFFERENCIATORS Book an appointment in store from the site or mobile

for advices Reserve product through website to pick up in

physical store (without purchase) Find coupons and deals on the website/social pages

to use in physical store Use tablet in store to customize product from

website Use tablet in store to browse catalogue and order

product for a delivery at home Use the mobile application in store for calling a sales

staff, checking availability of product,.. Receive deals when near to the store through

mobile application Localize the nearest store from mobile app

GOODIES

Call Customer Service from mobile app

Try product in store through an interactive mirror (Fashion)

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eShopper Index

MACYS RICH AND COMPLETE OMNICHANNEL EXPERIENCE Online experience Check the availability of product in physical store Book an appointment for exclusive advices Coupons available online and in-store

In-store experience

Pick up a product ordered online Return a product ordered online Scan barcodes and QR codes for more information

about products or promotions

Use the mobile application in store for deals and promotions

Use tablets in store to check availability of products (with sales staff)

OMNICHANNEL Best Practices

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OMNICHANNEL Best Practices

DARTY DIGITAL SHOPPING EXPERIENCE IN STORE Online experience Check the availabilit