Η παρουσίαση αυτή έγινε στα πλαίσια του Συνεδρίου e-Business World 2013, το οποίο πραγματοποιήθηκε στις 19 Ιουνίου, στο Divani Caravel στην Αθήνα.

1. Let’s turn back the clock

2. He knew when you walked in the
door it had been 6 months since you
bought those light bulbs and he up
sold some batteries

3. She knew when your Gran walked
in the door that she was
after her winter tights and she sold her
some winter gloves

4. The job of key landing pages on a
website are to correlate with the
users experience of shopping offline

5. The Home Page
Page Objective:
• Same as a shop window
• To Engage
• To entice me to enter the shop
“Isn’t it just like walking by a store
window in a shopping centre?”

6. The Home Page
Tactical Objectives:
• New visitors (Attract/Entice):
• Hot sellers
• Most popular
• Promos etc
• Returning Visitors (Remind/Update):
• Recently viewed & Related to your
past interests
• New Products
“Isn’t it just like walking by a store
window in a shopping centre?”

7. Inspiration Through Curation…

8. 8

9. Dynamic Merchandising and Personalisation
solutions can help to deliver this experience

10. How these solutions work
Real-Time Optimisation
Business Drivers
& Best Practices
Merchandising
Rules
Historical
• Browsing History
• Past Purchases
• User Preferences
• Demographics
• Ratings & Reviews
Catalog
• Product Attributes
• Content Attributes
• Customer Attributes
Real-time
• Current Session
Behavior
• Site Context
• Referring Site
• Geo-Location
• Time of Day
Multi-Algorithm
Optimization
Targeted
Content
Mobile
Email
Contact
Center
In
Store
Web

11. A few examples…

12. Confidential
Home page
• Dynamic box
title change to
show your
‘Recently
Viewed Items’

13. Confidential
Combined Strategies
• Maximize strategies
and content on high
engagement pages

14. Product Detail Page: Quick Shop
• Hover feature
• See price & offer - SHOP
• Without extra clicks

15. Confidential
Shopping Cart
• Promote products
for free shipping
and cross sell
opportunities

16. One big weakness across the board =
The lack of segmented and
personalised emails

17. Really?

18. Key success factor =
Guarantees and calls to action

19. Scarcity and guarantees
always drive sales
19
Kiddicare

20. Key success factor =
Visual merchandising

21. If I can’t see it properly, how do
you expect me to buy it?

22. A shot to sell lingerie!

23. Now for something truly titillating
23

24. Myla’s old model selection
She is way too skinny and too pale…Almost anorexic.
It is a put off for a lot of customers.

25. Competitor’s Model Choice
Healthy, curvy, voluptious and olive/dark skinned
models sell lingerie
(Agent Provocateur, Boux Avenue and M & S)

26. Myla’s recent model selection
26

27. More voluptuous models led to a
conversion increase of 20%+
27

28. Hmmm

29. Models v flats/ Mannequins.

30. Women’s – In my experience, model shots sell through is between 5%
& 20% better than flats/mannequins
The benefits vary by product type:
• Dresses, trousers, jeans the best
• Skirts, tailoring, coats, underwear all benefit from model shots
• Increases sales and decreases returns
Men’s – overall flats/mannequins perform better
• Except jeans, trousers, and underwear
ROI
• Each garment costs 30% - 40% more to shoot on a model than on
a mannequin (model, hair and make up, stylist)

31. Scale and length looks different across products very
hard to discern difference with no model

32. ASOS go to great lengths to ensure consistency of shot.
Belly buttons aligned so that customer can easily guage
positioning fit/length of product

33. Austin Reed £55 George @ Asda - £4 jeans
Fit hard to
decipher
Fit not hard to decipher

34. Net a Porter £1500 +
Similar length on product listing Big difference in length on roll over

35. Image Size
35

36. Online visual merchandising has to
convey the product detail and brand
values of quality to the customer…there
is no sales assistant to do this!
Therefore image size is critical to this

37. How big are these toasters?
37

38. A 4 slice toaster….really?
38

39. But sometimes size isn’t everything
39

40. Lighting and styling is hugely
important
40

41. Impossible to make out any detail and no
product description to support features
41

42. Where’s the pleat?
42

43. Key Success Factor =
Internationalisation

44. You know we like to colonise…we’re
now doing so online

45. However…
we don’t always get it right

47. • 40% of shoppers in the EU now use the internet to
buy goods and services
• Within the next five years cross-border trade is
expected to account for 20% of all ecommerce
(Retail Week, Sep 12)

48. What’s happening now in terms of
strategy and approach?

49. 6 strategies in play
1. Do nothing: Don’t allow anyone to buy from
overseas
2. Standardisation: Switch on the buy button only
3. Adaptation: Localise some aspects
4. Localisation: Fully localise the customer proposition
online
5. Multi channel market entry: Lead with online, open
stores
6. Lead with stores: Then localise online

50. 1. Do nothing

51. 2. They’ve switched on the buy button,
but that’s all

52. 3. Adaptation = localise some aspects

53. Adaptation is pretty half-
hearted…language is still English

54. Currency is the only thing to have visibly
changed

55. 4. Then there’s
“the full monty”

56. Local language, payment, currency,
customer service

57. Hey, the World speak’s English!

58. No they don’t…‘Wieviel kostet das?’

59. Why is it so important to give foreign
nationals a local language site?

61. Cross border sales are growing...but
localised propositions work best

62. 5. Web then stores

63. 6. Stores then localised web

64. Is it worth doing?

65. You better believe it!

66. 3 jumbos a week to Australia
£1.25m-£1.5m a week

67. I know you’ve
not always been friends…

68. Half of the population is under
30…and they like fashion

69. Key Success Factor =
Are you a Social or anti social brand?

70. Key Success Factor =
Are you a Social or anti social brand?

71. Social Proof

72. Key Success Factor = Mobile

73. We are‘shopping on the go’
119

74. Mobile is redefining how
consumers shop
120

75. Mobile isn’t going to be a game
changer…
It has already changed the game!

76. Schuh will take 50%+ of all online sales
through mobile by the end of 2013