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!