Jennie McGinn, Sister The Agency : What Luxury Brands Can Teach You About E-Commerce at DMX Dublin 2019

1. www.sistertheagency.com
@jenniemcginn
LUXURY
how slow and
steady won the
race

2. the context
Less than 10% of luxury
transactions happen online
www.sistertheagency.com

3. the context
but 40% of all luxury transactions
will be represented by Millennials
and Gen Z by 2025
www.sistertheagency.com

4. the context
and 60% of all luxury sales are
influenced by digital
www.sistertheagency.com

5. the market has
grown from 20b
to 37b in 4 years

6. and intends to
double in size by
2025

7. what are they
doing?

8. CUSTOMER
SERVICE
WHAT'S SPECIAL?
Segmented & Dedicated Customer Service
Always-On with Intelligent Chatbots
Personalised Stylists + Personal Shopping
Complimentary Gift Wrapping as standard
"nuanced experience"

9. NET A PORTER
Extremely Important
Privileges for
Extremely Important
People
Loyalty & Retention
Strategy for Top-Tier
Customers
Real & Credible
Services for Target
Market

10. NET A PORTER
"Your Wish Is Our
Every Command"
Customer Service
Business surpassed
€2 billion in net
revenue in 2017

11. CONTENT
WHAT'S SPECIAL?
Seamless fusion of Content & Commerce
Editorial merges Merchandising & Marketing
functions
Unified Storytelling, across Channel
Data Driven Content Strategies
Increasing RCR & reducing CPA
"storytelling as an
artform"

12. PORTER
MAGAZINE
Discovered 75% of
audience wanted
"more content"
"Porter Digital"
includes Porter, The
Edit, The Net Set, the
Net App
Delivers in 4
languages
Single editorial
vision across print
and ecomm

13. What's the
Story for the
Customer?

14. PACKAGING
WHAT'S SPECIAL
Packaging as an Experience
Packaging as a Conversion
Packaging for CRM
No Expense Spared
"owning unboxing"

15. MATCHES
FASHION
Packaging-As-Art
Eco-friendly
Gift packaging,
boxes, carrier bags,
ticketing, PoS, van
livery
Visual brand
communication &
consistency

16. MR PORTER
Inspirational Brand
Reinforcement
Personalized
stickers
Minimalist yet
luxurious
Simple returns
communications:
"Not for Me"

17. The (Self)
Gifting
Experience

18. TRUE
PERSONALISATION
WHAT'S SPECIAL?
AI
Data-Driven Mindsets
Blended with Personal CS
"blending tech &
human touch"

19. LYST INDEX
5M products from
12,000 of the world’s
leading brands
70 million shoppers
120 countries
Uses AI model,
global search data,
shopper behaviour &
brand ecomm
performance to
deliver real-time,
personalized data

20. NET A PORTER
Net EIPs = 3% of it's
customer base make
up 50% of revenues
Serviced through
Whatsapp, iMessage
& WeChat blending
personal shoppers
with AI + predictive
analytics

21. MERCHANDISING
WHAT'S SPECIAL?
Incredible Shop Windows
Best-in-Class Functional Product Shots
Best-in-Class Lifestyle Product Shots
Technical, Functional & Inspirational Video
Answering FAQ through beautiful visuals
"the awareness,
consideration + sales arc"

22. TIFFANY
Tiffany listed as a
"Genius" brand in the
Gartner Digital IQ
Report
Lauded for content-
driven performance
across social &
product pages

23. MATCHES
FASHION
Highly crafted
product pages
Online accounted for
95% of sales in 2017
Revenues rose
almost 50%
2018/2017

24. WHAT'S SPECIAL?
Customer-Centric Delivery
Click and Collect
Same-Day Delivery
90 Minute Delivery
Concierge Try-On Services
Collect & Return by Appointment
DELIVERY
INNOVATIONS
"time is the new luxury"

25. FARFETCH
F90 Service
10 cities globally
"Store to Door" in 90
Minutes
Generated $1.25
billion Gross
Merchandise Value
in 2018
Platform revenue up
61% YoY

26. EXCELLENCE
IN EMAIL
DISCUSSION POINTS
Behavior-Based Email Marketing
Wishlist Messaging
Editorial Approach
Exclusive Drops & VIP Waitlist
"inbox joy"

27. GUCCI &
MULBERRY
"Email First" content
Clearly defined
onboarding,
branding and
retention strategies
Social + email hand-
in-glove

28. GOING GLOBAL
WHAT'S SPECIAL?
Luxury Customer is a Global Customer
Global Strategic Positioning
International Websites with local teams, local
content
Hyper-targeted Trends + Channels
"BEING global & not
DOING global"

29. BURBERRY
Targeting WeChat
Creating local
campaigns with
local talent
Working with local
KOL

30. MAGIC ON
MOBILE
WHAT'S SPECIAL?
Delivering Mobile-First to Millennials
Seamless Content, Commerce + Checkout
experiences
"merchandising beyond
the storefront"

31. LYST
Highlighting urgency
Upgrading the add-
to-cart
Improving search
Increased mobile
conversion rate by
41%
BURBERRY
Unified shopping cart
"Instant Drops" on mobile post-
runway
Instant orders on text messages
via WeChat
Burberry revealed 40% of direct-to-
consumer sales were made via
mobile device.

32. DIGITAL
DELIGHTS
WHAT'S SPECIAL?
3D Fit Visualisers
Augmented Retail Stores
Online Virtual Shopping Experiences
AI Generated Designs
Voice Shopping
CGI Influencers
"innovation for customer
delight & not for
innovation's sake"

33. TOMMY
HILFIGER
Using fashion week
presentations to test
new technologies
Partnered with
Unfold App to create
bespoke templates
Launched in
advance of PFW
To encourage UGC
but control the
branded experience

34. RENT THE
RUNWAY &
YOOX
8 By Yoox
RTR "Designer
Collective"
Releasing data-
driven collections
Combining AI with
predictive analytics
Dynamic collection
creation

35. www.sistertheagency.com
@jenniemcginn
LUXURY
late to the gate
but absolutely
nailing it