Intervento di Ivan Saladino - Team Leader Operations ContactLab - nella breakout Drive Customers to your Brand | SEND15, secondo Open Summit di ContactLab

1. #SEND15
L’IMPATTO DELL’IDENTITÀ DIGITALE
SUGLI ACQUISTI
Ivan Saladino
Team Leader Operations

2. #SEND15un evento organizzato da
This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
Cosa facciamo per l’industria del lusso
2

3. #SEND15un evento organizzato da
This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
Iper-focalizzati sul lusso in scala globale,
con partner d’eccellenza
3

4. #SEND15un evento organizzato da
This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
0%
10%
20%
40%
50%
60%
30%
70%
80%
90%
100%
92%
3%
5%
90%
6%
4%
2013 2014
4%
L’esperienza di acquisto si fluidifica tra i diversi canali
di vendita
4
Client mix by purchasing channel (% retail revenuews, worldwide, 2013-2014)
Source: ContactLab Analisys
E-commerce only
Cross-Channel
In-store only
Le revenues generate
dall'e-commerce
coprono una forbice
che va dallo
0% al 20%
0% - 20%
ricavi e-commerce
Media pesata
country by country

5. #SEND15un evento organizzato da
This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
Un nuovo paradigma per valutare le revenues
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Store
94%
E-commerce
6%
Digitally
Contactable
72%
Anonymous 17%
Registered 11%
Registered
50%
Digitally Contactable 23%
Anonymous 27%
CHANNEL SEGMENTATION LEVEL OF DIGITAL ENGAGEMENT
E-COMMERCE
STORE
E-COMMERCE
STORE

6. #SEND15un evento organizzato da
This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
È la contattabilità digitale che fa la differenza,
su qualsiasi canale di vendita
6
Client Yearly Average Spending (EUR, Worldwide, 2013-2014)
Source: ContactLab Analisys
La competitività si gioca
sulla capacità di
integrare i profili digitali
dei clienti con le azioni
che compiono in
qualsiasi touchpoint
della marca
0
200
400
600
800
1.000
2013 2014 2013 2014 2013 2014 2013 2014
1.200
1.400
E-COMMERCE IN STORE CROSS CHANNEL
Digitally Contactable Registered Digitally Contactable Digitally Contactable

7. #SEND15un evento organizzato da
This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
Non si tratta (solo) di e-commerce…
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Dal 2011 crescono i ricavi generati in negozio dai clienti con un profilo digitale…
Revenues from In-store Digitally Contactable Clients (% In-Store Revenues, Worldwide)
Source:
ContactLab Analisys
0%
5%
10%
15%
20%
25%
2011 2012 2013 2014
15%
17%
20%
23%

8. #SEND15un evento organizzato da
This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
Anonymous
27%
Digitally Contactable
23%
Registered
50%
Luxury Brand: da dove arriva il fatturato retail
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… Che però rappresentano ancora solo 1/4 degli acquirenti in negozio
I clienti anonimi sono
un’opportunità di business
Dar loro un’identità digitale
per fidelizzarli, portarli in
negozio, stimolarli
all’acquisto potrebbe far
crescere le revenues
sino al 30%
In-Store: Level of Engagement (% Retail Revenues, 2014) Source: ContactLab Analisys

9. #SEND15un evento organizzato da
This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
La contattabilità digitale è la nuova leva per la competitività
9
Il numero di clienti registrati e digitalmente contattabili è in continuo aumento e ha un profilo
alto spendente sia in negozio sia cross canale
Client Revenues by Level of Engagement: S-Curve Simulation (% Total In-Store Revenues, Worldwide, 2009-2020E)
Source: ContactLab Analisys
Anonymous
Registered
Digitally Contactable
Estimates
0%
10%
20%
40%
50%
60%
30%
70%
80%
90%
100%
2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020
23%
50%
27%
26%
51%
23%
29%
50%
21%
32%
49%
19%
35%
48%
17%
38%
47%
15%
41%
45%
14%

10. #SEND15un evento organizzato da
This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
E-commerce, impatto triplicato sul fatturato dei
luxury brand nei prossimi 5 anni
10
E-commerce Penetration: 2020E Vision (average: Simple Linear, Multiple Linear, S-Curve)
Source: ContactLab Simulation,
Exan BNP Paribas estimates
2014
2020E
Average 3 Methodologies
0%
5%
10%
15%
20%
25%
30%
35%
UK Germany US Worldwide ROW France

11. #SEND15un evento organizzato da
This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
0%
10%
20%
30%
40%
50%
2014 2020° S-Curve
27%
51%
6%
21%
17%
34%
Tre misurazioni, una direzione: aumentano i ricavi diretti
e indiretti dal digitale
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Revenues from Digital Playground (% Total Worldwide Retail Revenues, 2014-2020E)
Source:
ContactLab Simulation
Digitally-driven
In-store Revenue
E-commerce Revenue
Il digitale potrà
influenzare sino alla
metà delle vendite di
un brand

12. #SEND15un evento organizzato da
This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
Misuriamo costantemente la roadmap digitale
dei maggiori brand del lusso
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Digital Competitive Map: July 2015 – Citius, Altius, Fortius – 3° edizione
Source:
ContactLab Analisys

13. #SEND15un evento organizzato da
This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
La terza edizione del report «Digital Frontiers»
è disponibile online
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http://bit.ly/DF2020

14. #SEND15un evento organizzato da
This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
Punto di riferimento per i media internazionali
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Newspaper: Forbes
Date: 2015/05/28
Page: Online
newspaper
Language: Spanish
Newspaper: Il Sole 24ORE
Date: 2015/05/29
Page: 21
Language:Italian

15. SEND
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