eDay2011 - Strawberries

Succes in multichannel retail

Emerce eDay | 15.09.2011 | Rotterdam

Introductie

Strawberries

• Online strategie en communicatie

• Implementatie en integratie

• Beheer en optimalisatie

Amsterdam - sinds november 1997 - vaste kern van 45 man - pool van freelancers & off shore partners

Klanten

“Multichannel retailing is a

marketing strategy that offers

your customers a choice of

ways to buy products”

Wat is ‘multichannel retailing’?

Vroeger

Lineair orientatie- en koopproces

Nu

Consumenten gebruiken vele ‘touchpoints’ in orientatie en koopproces

Customer Journey steeds complexer

Moet ik daar dan aan meedoen?

"Those retailers with a presence online and offline

experienced average growth of 19% compared to March

2010, while online experienced just 6%"

Moet ik daar dan aan meedoen?

IMRG Capgemini e-Retail Sales Index

"Shoppers that use more than one channel, such as stores,

online or catalogues, before making purchases spend 82%

more per transaction than those that only shop in stores, the

study found"

Moet ik daar dan aan meedoen?

"Multichannel shoppers spend 20% more in-store

and 60% more online"

Moet ik daar dan aan meedoen?

"Customers spend almost twice as much ordering from

catalogue if they have the opportunity to also research their

products in a physical store"

Moet ik daar dan aan meedoen?

"Multichannel shopper spends 4 times as much as a

single channel shoppers"

Moet ik daar dan aan meedoen?

"Customers spend 57% more in-store when they research

online first, 28% when they research using a catalog"

Moet ik daar dan aan meedoen?

"By 2020 40% of store purchases will be directly influenced

by the online channel"

Moet ik daar dan aan meedoen?

"1 in 3 people who buy online spend an extra $90 in store

when they pick up"

Moet ik daar dan aan meedoen?

…but (multichannel shoppers) buy more at the store! Number of times

additional products were purchased in the store after researching online.

Moet ik daar dan aan meedoen?

"Customers spend 86% more online when they can research

in the store first and 103% more when they use catalogs for

their research"

Moet ik daar dan aan meedoen?

"In 2015, 27% of non-food retail transactions

will be multichannel"

Moet ik daar dan aan meedoen?

"Cross-channel shoppers are the heavy spenders online,

catalogs and in stores. Studies by AMR Research, DoubleClick

and many others all support the fact that cross-channel

shoppers consistently spend 50% or more than a single

channel shopper. Another study showed that cross-channel

shoppers spend 70% more than those that rely on just a single

channel"

Moet ik daar dan aan meedoen?

Moet ik daar dan aan meedoen?

500

Welke uitdagingen brengt dit met zich mee?

• Conversie is niet langer een ‘single channel concept’

- Hoe zorgen we ervoor dat consumenten van kanaal naar kanaal converteren

- …En uiteindelijk bij ons terecht komen!

• Retailers kunnen het koopproces bijna niet meer beinvloeden

- En weten niet meer hoe klanten zich gedragen

• Retailers kunnen de snelheid van verandering niet meer bijbenen

- Traditionele integratie principes voldoen niet meer

• Organisaties zijn niet ingericht voor multichannel proces

- Afstemming tussen kanalen langzaam en complex proces

• Terwijl dit de (nabije) toekomst voor de retail is

- ‘Digital natives’ verwachten niet anders

Hoe hiermee om te gaan?

Klant staat centraal bij iedere stap in

customer journey

Inconsistency

Inconsistency

Inconsistency

Inconsistency

Consistentie over alle kanalen

Inconsistency

Consistency

Consistency

Consistency

Consistency

Consistency

Consistentie over alle kanalen

Relevantie voor verschillende bezoekers op verschillende momenten

Relevantie voor verschillende bezoekers op verschillende momenten

Intelligent bepalen van aanbod gebaseerd

op userdata

?

?

?

Flexibiliteit is key – voortdurend veranderend landschap...

Payment

processingFraud

Forums and

ReviewsMapping

Address

Verification

Search and

Navigation

Merchan-

dising Marketing

Login &

Registration Checkout

Multi-

variate

Testing

Account

Management

Personali-

sation

Pricing and

Promotion

Order Management

Web Content Management Product Content Management Digital Asset Management

Fulfilment Logistics CRM Finance

Rep

ortin

gA

naly

ticsHoe lossen we dit op?

Payment

processingFraud

Forums and

ReviewsMapping

Address

Verification

Search and

Navigation

Merchan-

dising Marketing

Login &

Registration Checkout

Multi-

variate

Testing

Account

Management

Personali-

sation

Pricing and

Promotion

Order Management

Web Content Management Product Content Management Digital Asset Management

Fulfilment Logistics CRM Finance

Rep

ortin

gA

naly

ticsHoe lossen we dit op?

Content

Payment

processingFraud

Forums and

ReviewsMapping

Address

Verification

Search and

Navigation

Merchan-

dising Marketing

Login &

Registration Checkout

Multi-

variate

Testing

Account

Management

Personali-

sation

Pricing and

Promotion

Order Management

Web Content Management Product Content Management Digital Asset Management

Fulfilment Logistics CRM Finance

Rep

ortin

gA

naly

ticsHoe lossen we dit op?

Commerce

&

Content

Payment

processingFraud

Forums and

ReviewsMapping

Address

Verification

Search and

Navigation

Merchan-

dising Marketing

Login &

Registration Checkout

Multi-

variate

Testing

Account

Management

Personali-

sation

Pricing and

Promotion

Order Management

Web Content Management Product Content Management Digital Asset Management

Fulfilment Logistics CRM Finance

Rep

ortin

gA

naly

ticsHoe lossen we dit op?

Commerce

&

Content

Channel / Customer

Succesvolle multichannel voorbeelden

Debenhams

"Greater value, a wider choice and excellent service across every area

in which we trade"

• 2e Departmentstore groep UK

• Online, in-store ordering en mobile sales 77% tov

zelfde periode 2010

• Online sales: nu 7%. 2015: 15%

• Instore kiosks

• Online only assortiment

• iPhone app: >500.000 downloads / £ 1 mln in half jaar

Debenhams

"Greater value, a wider choice and excellent service across every area

in which we trade"

“Where you get some downsides

. from the macro, you might get some

Upsides because competition falls

by the wayside”

Rob Templeman, CEO Debenhams

Argos

• Marktleider ‘General Goods’ in UK

• Kruising tussen Wehkamp en Kijkshop

• Winkel (>800) is/blijft centraal punt in Argos concept

• Na Amazon grootste online store van UK

(>400 mln visits p/j)

2e retailer van UK

Multichannel sales

46% van alle sales

36% Online

Multichannel centraal in Argos propositie:

Gemak staat centraal

Eerste ‘Click & collect’ service in de UK

Argos: Gemak staat centraal

Argos: Gemak staat centraal

Argos: Resultaten

Tesco Zuid Korea

Dank!