Etienne Bourdon, CEO von Redcats Switzerland, Germany & Italy (La Redoute), berichtete am E-Commerce Summit 2013 über die aktuellen Herausforderungen im Online-Modemarkt mit Blick auf europäische Entwicklungen. In der Schweiz wurde La Redoute als Fashion Brand mit französischem Flair vor 15 Jahren gestartet und ist mittlerweile das führende Online-Modehaus der Schweiz. Mehr zum E-Commerce Summit: http://magazin.unic.com/2013/03/11/6-schweizer-e-commerce-summit-2013/

2. La Redoute, based in Montreux, is in Switzerland since 15 years and
became quickly the #1 online fashion brand. In the last couple of years, we
observed several key changes in women multi-channel shopping in
Switzerland. Similarities are developping fast with the rest of Europe,...
but still with local specificities.
Etienne Bourdon

3. Started from catalogues in France, now in 31
countries with over 70% of orders through Internet

4. #1 in France
(e-commerce site for Apparel & Home Decoration)

5. French Fashion distributed by Redcats
Transalps and in Switzerland since 15 years
Redcats Transalps Fashion & Deco
Switzerland Italy Germany/Austria
Kids Apparel & Deco
Switzerland
Montreux
Fashion large sizes
Switzerland
Fashion from Sweden
Switzerland

6. French Fashion available in Switzerland since
15 years
#1 online fashion brand in Switzerland
Over 50% of activity in German Switzerland

7. Mainly communicating with catalogues
and online media
Over 70% of activity online.
What changed in the
last years in multi-
channel distance
shopping ?

8. What changed recently
in Swiss distance shopping ?
CHF/Euro "parity" : PUSH customers toward Euro prices in cross border
shopping
• €/CHF price comparison Online
• Regional cross border
shopping in retail
Retail
• Online shopping abroad
in Europe and more
= mainly since August 2011
with a progressive develop-
pment

9. What changed recently
in Swiss distance shopping ?
New "Deal based" Competition : New online players cloned from
European successes (Ventes-privées, ...) pushing customers toward
everyday time limited strong deals
• Private Sales : eboutic,
FashionFriends, ...
Product of
the day
Private
• Deal of the day : Dein Flash Sales
sales
Deal, Groupon NEW
All Shoes
NEW
Flash
• Product of the day : Qoqa All products NEW
Sales
Product of
the day Private
sales
= becoming mainstream
since 2011 with e-retailer
Flash Sales
now having their own Product of
product of the day, private the day All products
sales,...

10. What changed recently
in Swiss distance shopping ?
New Advertizing Competition : The boom of foreigners advertizing in
Switzerland media
• Push for foreign shopping
online with wider offer and
lower prices
• Increase cost of local
advertizing (SEM,
retargeting, display,...) web
TV
Press
• Increase expectations
with more competitive
services (price/quality)
= Deeply changing
customer behaviors

11. What changed recently
in Swiss distance shopping ?
New Advertizing Competition : Zalando exemple in Switzerland....

12. What changed recently
in Swiss distance shopping ?
Social Media : the boom of Facebook in Switzerland do not translate into a
boom of interactivity with brands such as in other countries
• Similar Facebook
Penetration :
about 50% of
online population
• Lower proportion
of brand Fans on
top "social
brands" 12% 6%
9% 6%
• Low interactions 8% 5%
at least with La 8% 5%
Redoute in CH vs.
6% 4%
France (1Ms La
Redoute.fr Fans) 6% 4%
source : socialbakers.com 6% 3%

13. What changed recently
in Swiss distance shopping ?
Mobile : The boom of iPhones in Switzerland and then iPad had a big
impact on our sales
2/3 iPad
m-Commerce Android
• 2,9Ms or 48% of
split per
Swiss equipped w/ mobile OS 2 %
smartphone in early (june 2012)
2 %
2012 vs. 3% in 16 % ipad
2007 iphone
site mobile
1/3 iPhone 10 %
iphone app
• 53% of men, 42%
of women... android app
10 %
ipad app 60 %
• with a boost since
the arrival of
iPhones mid 2008
in 2013, over 12% of online
transactions are done on iPad
* source : Comparis

14. What changed recently
in Swiss distance shopping ?
Mobile : new shopping behavior in terms of timing and of usage (email,
push notifications, SMS)
Split per hour of laredoute.ch traffic
• 40% of emails
opened on mobile
devices (incl. 3/4
on iPhone)
• 45% of email traffic via mobile device
opened on mobile
are deleted
immediately
Mobile activity (traffic and purchases)
is mainly an Evening usage
* mobile including iPad

15. What is next ?
Traffic management : to reach better Cost Per Order and volumes of
orders
Mobile adaptations : email, services, specific communications
Services and commercial animations : to keep on tracking and adapt our
services and offers to our customer new behaviors
Multi-channel commerce (e-commerce, m-commerce,
mail order) has become simple commerce

16. Thank You