PowerPoint Presentation...Retail 10k+ close in USA 2018, worse th\ൡn Great Depression. ToysRus,...
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Brian McBride Chair, Trainline.com• Ex-Chairman ASOS.com 2012-18 • Ex-CEO of Amazon.co.uk 2005-11 EVOLVE OR DIE
PowerPoint Presentation...Retail 10k+ close in USA 2018, worse th\ൡn Great Depression. ToysRus, Sears 5k in UK . 2019 already, 1100 1 day, JC Penney. Gap. Vic Secrets\爀䐀椀猀爀甀瀀琀
Brian McBride Chair, Trainline.com• Ex-Chairman ASOS.com 2012-18 • Ex-CEO of Amazon.co.uk 2005-11
EVOLVE OR DIE
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Delight Barclays. Massive disrupt chges we are seeing are irreversible, can be fatal. Retail 10k+ close in USA 2018, worse than Great Depression. ToysRus, Sears 5k in UK . 2019 already, 1100 1 day, JC Penney. Gap. Vic Secrets Disrupt and consolidn in media/telecoms, cord-cutting. Az, NFlix, Comcast/Disney/Fox/Sky $65bn. AT&T Time Warner $80bn . My b/g.
Companies I have Worked For
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My b/g. Worked for great disruptors, & been disrupted! Luck Seneca
How did mobile and digital get here?
Darwin’s Theory of Evolution
Moore’s Law
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Lived thro Moore. 1965 paper. 3370 500mb. 128gb £9.85, 220X To p/phrase Darwin. 1859. Burroughs, DEC, DG, Tandem, Compaq, Netscape. Myspace, Kodak, BB, Retail. Path of dig disrupt littrd. What happ to Kodak will happ lot of coys & indys in next 5-10 years & most won't see it coming. In 98 Kodak 170k emps ,85 % photo pap w/w. Who’d thot that 3 yrs latr never pics on film again? Invented it in 78! 10kpix. 10-15yrs. Bury. Genie bottle!�
Source: Bloomberg, 18 June 2010.
Market Capitalisation :Apple vs. Nokia
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50
100
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Apple Nokia($bn)
iPod introduced
iPod Miniintroduced
iPhoneintroduced
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009
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Nokia most spectac. Nok peak 2000 $222bn, 30X App, $8bn July 2012. App $1tn in 2018, 125x Nok.
1. E-Commerce is disrupting traditional retail on a huge scale, no one will escape disruption
2. It’s all about the smartphone
3. Know Thy Customer – social media, big data, engagement marketing
3 Key Messages
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3 msgs. Disrupn today at front end, cust end , is soc & mob. B/end its AI and ML, no escape! All about s/phone, barely 10 yrs old. 50%+ global traffic. 80% ASOS Traffic, visits, orders follow, 60%+.
Customer behaviour is all about mobileMUSIC
PHOTOS
VIDEO
NEWS
DATING
GAMES
CHAT
FITNESS
SHOPPING
TRAVEL
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. MCom all about s/ph. Young peeps. 100x day, 80% in apps. 5m, 30 on phone.1.8bn millens. 500m mob ecom users in China, more than comb pops of USA, Germ, UK! Mills old hat, its Gen Z now, 2.6bn of them, born 95-05, they are diff! Uber, BA Board card, Mob Banking 1m 3 months. Mob where it’s at, soc med enables engagement.
BIG DATA1
Know Your Customer
AI / ML
Curation & Personalisation
2
3
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Persn & discovblty come in. Through ML ASOS recom s/w u/s rels between info that human mind cant, maybe cos the relat too complex or cos involves processing too much data. Looks at all the i/actions last 12 mths between custs & prods, the s/w trains itself to estim likelihood that any given cust will view/save/add to bag/buy any given prod if put in front of them. So we use AI/ML to synth characteristics of 20m custs & 100k sku’s to prod small no of recs, in 30ms. Big data at ASOS is working with Bns of rows and Mns of columns of data, no human can spot the patterns.
AboutTrainlineTrainline is the leading independent rail and coach travel platform selling rail and coach tickets to millions of travellers worldwide. Via our highly rated website and mobile app, people can seamlessly search, book and manage their journeys all in one place. We bring together millions of routes, fares and journey times from 260 rail and coach carriers across 45 countries. We offer our customers the best price for their journey and smart, real time travel information on the go. Our aim is to make rail and coach travel easier and more accessible, encouraging people to make more environmentally sustainable travel choices.
i. Based on transactions from 1 March 2016 to 5 March 2017
ii. iOS rating from UK AppStore as of 29 March 2019
iii. TL csmr + TOC sales, UK data average of weeks 35-41, EU data average over Oct ‘17 to Sept ‘18
iv. Trainline data for November 2018 (incl. UK consumer numbers Web/App and EU Web/App)
v. Trainline data, based on visits from mobile app and mobile web for months Aug-Nov 2018
Trainline is the world’s leading independent rail and coach travel platform
We sell tickets on behalf of 260 rail and coach companies and are adding more all the time
We sell train and coach tickets worldwide, helping our customers travel in and across 45 countries in Europe and the rest of the world
We sell tickets to people living in 173 countriesi in 14 languages
Our customers can book in 10 currencies and payment methods include Apple Pay, PayPal, SOFORT & iDEAL
We have built Europe’s leading train and coach app – with a 4.7* ratingii
We sell more than 204 tickets every minuteiii
Our platforms host more than 80m visits per monthiv
More than 80% of visits are mobilev
Our team numbers more than 600 people and more than 40 nationalities,including 300+ travel tech specialists and engineers
163Train
companies
97Coach
companies
8bnSearches/Year
1.4TBData /day
135mPrices & tickets/yr
920m 1ticket secondsTrain movements / yr / 326,000
Our mobile expertise means we are all well placed to capitalise on this future
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Adobe. Live cust data great!! Explosion of Soc Med,Chges rapidly, Myspace dead, then FB, Twtr, Instag, Pint, Snap. New sites. Tik Tok, 500m dau. Short vids.
Social Media Matters to 20-Somethings
100MActive Users
(Daily)
The Snapchat app reaches 41% of 18 to 34-year-olds in the U.S., while the top 15 TV networks in the country reach just 6% of people in the same age bracket
Snapchat’s 100 million daily active users spend an average of 25 to 30 minutes per day on the app
400MActive Users
(Daily)
90% of Instagram users are under 35 and 33% of all Instagramusers are between 18 and 34-year- old.
The average Instagram user spends 21 minutes per day on the app.
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Snap. How mkt to 18-34 if don’t u/s this? 150m dau, , 40% pop. So TV is becoming passe (& print). So it’s back to u/s mobile, use big data to u/s custs, & use dig mktg to harness soc med.
Source: Facebook Analytics, Twitter Analytics, Sprinklr, ASOS own recordsNote: 1 ASOS brand accounts only. 2 Other social media platforms include VK, WeChat, Weibo, Spotify.
Engaging Content & Experiences
60,000+PIECES OF CONTENT EACH MONTH
PRODUCES
~ 60,300 posts on social channels
~ 140 articles on ASOS ‘likes’
~ 30 videos on YouTube
~ 615 articles on site
~70 features on AsSeenOnMe
19.3M(>50% YOY)
Total Social Followers1
7.4M
6.5Mother
153.6M
110K
1.5M
850.4K
2.7M
83.6K
VISITS +22% ORDERS +30% AVERAGE BASKET VALUE +3% AVERAGE ORDER FREQUENCY+4% ACTIVE CUSTOMERS +25%
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Hence huge focus on content & make splash across entire dig univ. 20m social followers. We focus on being where our custs are - move nimbly to new platforms - test formats like Instag Stories, F/bk Live Video, new sites TikTok We need to provide value in the comms, meet practical need, what wear wedding, what’s cool, turn-ups, brown shoes? The content gets consumed, adds value, they remember us and feel good about us.
Taylor Swift:asosPR
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Bring this dig stuff to life thro lives of real peeps, celebs who reson with our custs. �Slide 12/13. Taylor Swift. We love her! Bf probs, parent, every girls bff. Only diff $200m!. These are raw PR/pap snaps…..
Press Coverage
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…….and here’s how it looks when it shows up in Look or Grazia
Kate Middleton: asos PR
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Kate. Duchess of Camb. Homestart.
Press Coverage
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…More Grazia than Mail Online. Got Megan Merkel as well! DD unavoidable. going to happen, can’t stop it. Water find own level. Dig WILL disrupt all indys. Tech disruption dramatically increased the demise of big coys in the index (av life in S&P 500 mid 20th Century was 60 years – today it is c. 20)2 choices, no middle way. Evolve or Die
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Modern dig companies I know have speed, aggression, acquisitiveness, Higher attrition. New hires constantly bring fresh ideas and attitudes. Darwinian. Gone from smart suited IBM salespeople to the almost geeky crew running Az and Google. Well educ, rounded, biz peep, high intel h/power and EQ. Comfortable operating at pace, daily, using data, collegiate, non hierarch, experimenting, making quick decis and changing back if necess. Leadership at Amazon a few mins talk about L-ship @ Amaz. Very strong l/ship culture.
Companies I have Worked For
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My b/g. Worked for great disruptors, & been disrupted! Luck Seneca
At Amaz looked out for competencies, things expect all ldrs to have or to be able to develop. Leaders have relentlessly high standards and expect the same from their teams. Leaders are right a lot of the time and garner respect from their teams as a result. Ldrs not blve they or team walk on water. loudly and visib voice probs & fails in own teams. 4. create & comm bold directn that inspires results. think diff, take risks, challenge others to do same, & champion visionary ideas. Leaders hire and dev visionaries who can exec gr8 ideas brilliantly. Raise perf bar every hire, recogn, teach, coach exceptnl talent , move them thru the org. A players hire A, B hire C. Leaders have conviction, are tenac. Use high judgmnt, disagr bluntly, even if unpo. But commit wholly when decis made. Me, Jeff, Kindle, travel, NI tax. keep teams focused & motivated in order to deliver the right results. Despite setbacks, maintain focus, rise to the occasion & never settle for 2nd best.
7 Qualities of Great Leaders – J Adair
1 ENTHUSIASM
Can you think of any leader who lacks enthusiasm?
2 INTEGRITY
This is the quality that makes people trust you, and trust is essential in all human relationships.
3 TOUGHNESS
Leaders are often demanding people, uncomfortable to have around because their standards are too high.
They aim to be respected but not necessarily popular.
4 FAIRNESS
They treat individuals differently but equally. They do not have favorites.
5 WARMTH
Leadership involves your heart as well as your head. Cold fish do not make good leaders.
6 HUMILITY
They are willing to listen and learn. Who wants to work for an arrogant manager?
7 CONFIDENCE
Self-confidence is essential – but not over-confidence
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Adair L-ship. The glue. JA – Cambridge, Scots Guards, Jerusalem, Senior Lect at Sandhurst RMA, global reknown exp on Ld Dev. 1996 How to Grow Great Ldrs, and Effective L Ship. Slide 18. 7 qualities No. 7 is Self-confidence is essential – but not overconfidence Adair says, six most important words in leadership are, ‘I admit I made a mistake.
Influence vs. Control
Leadership is a choice you make rather than a place you sit. In other words, leadership comes from influence and not from your position. For this reason, even when you’re not in front, you’re still leading those around you.
John Maxwell
Leadership is about influence, not control. I am not the first person to makethis observation, but it is worth repeating… Aspiring leaders would do well to stop focusing on control and figure out how to expand their influence.
Michael Hyatt
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Last slide, 19, think about influence vs control. Wrap with 3 types of people!!
Three Key Takeaways
1. Great leadership is the glue that holds the best organisations together.
2. E-Commerce is disrupting traditional businesses a huge scale. No industry will escape disruption. You can’t stand still
3. Know your customer . It’s all about the smartphone, mobility and data, and the personalisation that comes with it.
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Last slide, 19, think about influence vs control. Wrap with 3 types of people!!
