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Digital Strategy OmniChannel Retail
- 1. 1© iVentures Consulting 2014
eShopper
Index ®eShopper
Index
Digital strategy for retail: OmniChannel
®
May 7th, 2014
#hivedata
@cbiget
@iventuresC
- 2. 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. 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. 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. 5© iVentures Consulting 2014
eShopper
Index ®
2014 eShopper Index
13 sub-steps measured
OmniChannel
Before
purchase SEO/ SEM Social Media Mobile User Interface Product Page
During
purchase Sales Funnel Customer Service Newsletter
After
purchase Communication
emails
Customer AccountDelivery & Package Return & Refund
- 6. 6© iVentures Consulting 2014
eShopper
Index ®
Overall Ranking of the 130 analyzed
companies
1 Zalando 28 Walmart 55 Thierry Mugler 82 Nocibe
10
9 YSL
2 Zappos 29 Nike 56 Zara 83 Michael Kors
11
0 Columbia
3 Amazon 30 Macy's 57 Benefit Cosmetics 84 Ruelala
11
1 Nespresso
4 Net A Porter 31 Barnes & Noble 58 Louis Vuitton 85 Guerlain
11
2 Boulanger
5 Gap 32 Yoox 59 Coach 86 Baccarat
11
3 Sainsbury's
6 Lacoste 33 Burberry 60 Eveil & Jeux 87 Hermes
11
4 Fresh
7 Fab 34 Estée Lauder 61 Otto 88 Neiman Marcus
11
5 Safeway
8 Nordstrom 35 Mytheresa 62 Farfetch 89 SFR
11
6 Guess
9 Marks & Spencer 36 Gilt 63 Nasty Gal 90 DKNY
11
7 Dior Parfums
10 Ralph Lauren 37 Levi's 64 Toys"R"us 91 Next
11
8 Homebase
11 Target 38 Justfab 65 Calvin Klein 92 Longchamp
11
9 Giorgio Armani
12 Sephora 39 Chanel 66 Apple 93 Neutrogena
12
0 Bouygues Telecom
13 Kate Spade 40 Hugo Boss 67 Saks Fifth Avenue 94 Gucci
12
1 Orange
14 Harrods 41 Tesco 68 Shopbop 95 Marionnaud
12
2 3 Suisses
15 Clinique 42 Décathlon 69 Reebok 96 Dell
12
3 Dolce & Gabbana
16 Sarenza 43 Createurs de Beaute 70 Tommy Hilfiger 97 Argos
12
4 AT&T
12
- 7. 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 luxury company and 2perume and
cosmetics
Multi-sector: 25% of the top 20 for only 10%
of analyzed companies
- 8. 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. 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. 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. 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. 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. 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
Fashion brands are the best in providing OmniChannel 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. 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. 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. 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. 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. 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. 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. 20© iVentures Consulting 2014
eShopper
Index ®
Contacts
PARIS OFFICE
Christophe Biget
Partner
+33 1 70 08 06 60
christopheb@iventures-consulting.com
@cbiget
SAN FRANCISCO OFFICE
Aurelia Ammour
Partner
+1 (415) 315-9654
aureliaa@iventures-consulting.com
@aammour
www.iventures-consulting.com
@iventuresC