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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
4 © iVentures Consulting 2014
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
5 © iVentures Consulting 2014
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
6 © iVentures Consulting 2014
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 Estée 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 Décathlon 69 Reebok 96 Dell 123 Dolce & Gabbana 16 Sarenza 43 Createurs de Beaute 70 Tommy Hilfiger 97 Argos 124 AT&T 17 Bloomingdale’s 44 Bruneau 71 L'Oréal 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
7 © iVentures Consulting 2014
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
8 © iVentures Consulting 2014
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
9 © iVentures Consulting 2014
eShopper Index ®
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
10 © iVentures Consulting 2014
eShopper Index ®
OMNICHANNEL Key figures
0%
20%
40%
60% 54%
40% 36% 36%
25%
20% 18%
6% 3%
Main OmniChannel services implemented
11 © iVentures Consulting 2014
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
12 © iVentures Consulting 2014
eShopper Index ®
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
13 © iVentures Consulting 2014
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)
14 © iVentures Consulting 2014
eShopper Index ®
MACY’S 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
15 © iVentures Consulting 2014
eShopper Index ®
OMNICHANNEL Best Practices
DARTY DIGITAL SHOPPING EXPERIENCE IN STORE Online experience ! Check the availability of product in physical store In-store experience ! Scan a product in store for more information through mobile
app (bar code and QR code)
! Pick up a product ordered online (4hrs after purchase)
! Return a product ordered online
! Free wi-fi to avoid 3G/4G issues with mobile
! Use the touch screen in store to browse products or to call someone from the sales staff for help
! Call the After sales service for help from the mobile app
16 © iVentures Consulting 2014
eShopper Index ®
OMNICHANNEL Best Practices
BURBERRY IMMERSIVE BRAND EXPERIENCE COMBINING THE BEST OF ONLINE & OFFLINE ENVIRONNEMENT Combination of online and offline environments: Burberry.com and Burberry’s stores Online experience ! Possibility to book an appointment for shopping advice
In-store experience (London flagship) ! Presence of personalized screens through interactive
mirrors.
! Possibility to manipulate reality by experiencing products physically and virtually at the same time
! Shop through a connected tablet with sales staff help
! Watch through tablet how each product is made
! Presence of a digital wall pulsating with content, alternating between live runway feeds, audiovisual content, mirrors and ads
17 © iVentures Consulting 2014
eShopper Index ®
JOHN LEWIS VIRTUAL SHOPPING AND MIRROR FOR A NEW EXPERIENCE Possibility to: ! Try products through virtual mirrors. Customers can
create complete outfits selected from johnlewis.com. This makes the shopping experience more enjoyable by letting customers see how they look without getting undressed
! Purchase by scanning QR codes of products displayed on the shop window and buy these from the mobile website
OMNICHANNEL Best Practices
18 © iVentures Consulting 2014
eShopper Index ®
TOPSHOP ONLINE AND OFFLINE OMNICHANNEL EXPERIENCE Online experience ! Book a free appointment with a stylist in store
In-store experience
! Pick up a product ordered online
! Return a product ordered online
! Scan product barcodes in store to save to Notebook, share with friends, or check stock in another store
! Scan Topshop QR codes for exclusive content
OMNICHANNEL Best Practices
19 © iVentures Consulting 2014
eShopper Index ®
OMNICHANNEL Best Practices
AMERICAN APPAREL MOBILE EXPERIENCE IN STORE ! Receive deals, offers and product notifications walking
into any American apparel retail store with the mobile application
! Augmented reality experience by scanning images and
product barcodes around the store to see full outfits, color lines, videos, slideshows, and ways to wear then share favorites with friends
! Access to LeClub account at retail stores for a faster shopping experience, all while acquiring loyalty points
20 © iVentures Consulting 2014
eShopper Index ®
Contacts
PARIS OFFICE Christophe Biget Partner +33 1 70 08 06 60 [email protected] @cbiget
SAN FRANCISCO OFFICE Aurelia Ammour Partner +1 (415) 315-9654 [email protected] @aammour
www.iventures-consulting.com @iventuresC