A traditional sports dealer
on the way to a digital future
Dr. Katharina Wendl
© 2014 HERVIS Sport- und Mode GesmbH
HERVIS...
© Hervis Sport- und Modegesellschaft m.b.H. 2
eCom - A look back – How it all began
History and development of the Hervis ...
eCOM – a look back
A new sales channel is established.
„
„
© Hervis Sport- und Modegesellschaft m.b.H. 4
Hervis international
Over 173 Shops in 7 countries
4 Online-Shops (AT/DE, CZ...
© Hervis Sport- und Modegesellschaft m.b.H. 5
Hervis key figures 2012
● Turnover 2012: € 424 Mio.
● 2.831 employees
● more...
Over 170 Hervis outlets, but …
- growing competion from new pure online players
- only 1 sales channel (fixed location out...
© Hervis Sport- und Modegesellschaft m.b.H. 7
OUR SOLUTION – THE HERVIS COUNTDOWN
-> a Live-Shopping-Concept
Daily countdo...
© Hervis Sport- und Modegesellschaft m.b.H. 8
THE CONCEPT IS WORKING …
-> 2,500 Ski helmets in just one day
FIXED LOCATION...
© Hervis Sport- und Modegesellschaft m.b.H. 9
FROM COUNTDOWN – to MEGA COUNTDOWN
-> a further development of the Live-Shop...
But, the Live-shopping concept
is subject to a growth limit
„ „
The market is undergoing a change.
© Hervis Sport- und Modegesellschaft m.b.H. 12
THE BIRTH OF THEME & BRAND SHOPS
-> A logical consequence in the direction ...
© Hervis Sport- und Modegesellschaft m.b.H. 13
Die 3 pillars of Hervis online-shops
Hervis e-Commerce
Pricing policy:
Onli...
14© Hervis Sport- und Modegesellschaft m.b.H.
What have we achieved so far ?
Online - Turnover 2012:
+30% over previous ye...
15© Hervis Sport- und Modegesellschaft m.b.H.
(Ø 1,8 items /
basket)
dispatched 2013
range of products online
(thereof ~80...
© Hervis Sport- und Modegesellschaft m.b.H. 16
BUT ALWAYS KEEP IN FOCUS:
Our business model and our key performance indica...
© Hervis Sport- und Modegesellschaft m.b.H. 17
However, our customers are changing
their purchasing behaviour.
… and we mu...
© Hervis Sport- und Modegesellschaft m.b.H. 1818© Hervis Sport- und Modegesellschaft m.b.H.
Customers inform themselves in...
© Hervis Sport- und Modegesellschaft m.b.H. 19
The customer
decides ..…
19© Hervis Sport- und Modegesellschaft m.b.H.
… wh...
HERVIS GOES
MULTI CHANNEL
Multi channel Shop Concept sets new standards
20© Hervis Sport- und Modegesellschaft m.b.H.
21© Hervis Sport- und Modegesellschaft m.b.H.
Step 1
DEVELOPMENT
Integration of the online-world
into the offline-world.
© Hervis Sport- und Modegesellschaft m.b.H. 22
23© Hervis Sport- und Modegesellschaft m.b.H.
Step 2
TEST PHASE
Hervis Future Store Vienna in the
“Wien Mitte” shopping ce...
24© Hervis Sport- und Modegesellschaft m.b.H.
NEW CONCEPT
25
26© Hervis Sport- und Modegesellschaft m.b.H.
QR-CODES
on the brand-labels
link directly to the
Brand Shops.
orders
5%
27© Hervis Sport- und Modegesellschaft m.b.H.
in the
ORDER ZONE
of the “Wien Mitte“
Shopping Centre
using the mobile
termi...
Video : Hervis Future Store
28© Hervis Sport- und Modegesellschaft m.b.H.
Step 3
Roll-out
INTERNATIONAL
100 outlets throughout Europe
© Hervis Sport- und Modegesellschaft m.b.H. 30
NEW POS Material
MORE WAYS TO SHOP – Entrance portal
Tablet-Terminal with s...
31© Hervis Sport- und Modegesellschaft m.b.H.
“Wien Mitte“: 25.4.13 – 25.7.13
659 packages
of these, 85 bicycles
(78 made ...
32© Hervis Sport- und Modegesellschaft m.b.H.
33© Hervis Sport- und Modegesellschaft m.b.H.
What else has changed ?
An introduction in ALL countries and in ALL media fo...
eCOM - Prospects
Our Vision.
„
„
35© Hervis Sport- und Modegesellschaft m.b.H.
HERVIS GOES
MOBILE / No-Line
anytime – anywhere- any device
For “tomorrow‘s ...
36© Hervis Sport- und Modegesellschaft m.b.H.
Where will the customer shop in 2020 ?
37© Hervis Sport- und Modegesellschaft m.b.H.
HERVIS
PopUp Stores
A totally new shopping experience
The concept is based o...
38© Hervis Sport- und Modegesellschaft m.b.H.
HERVIS
PopUp Stores
A totally new shopping experience
The brands come to the...
39© Hervis Sport- und Modegesellschaft m.b.H.
HERVIS
SHOWROOMS
The best ever store innovation
In the showroom customers fi...
40© Hervis Sport- und Modegesellschaft m.b.H.
HERVIS
Shopping Windows
Shopping via a Touchscreen or a mobile phone
41© Hervis Sport- und Modegesellschaft m.b.H.
HERVIS
Shopping Windows
Shopping via a Touchscreen or a mobile phone
Thus, p...
OUR WAY
42
POP UP STORES
43
Small sales floors – great potentials
Very strong online focus, incl. seller support
44
Hervis Express: Hervis Pop up Stores
45
Sales support: We bring the online world to the stationary store
46Concept: Alser Strasse 1090 Wien, Alser Strasse 20
NEW CONCEPTS:
Modern shop window design
47
NEW CONCEPTS:
Pop up Skirental
48
 But equally unrenouncable in the digital world …
DIGITAL WORLD
© Hervis Sport- und Modegesellschaft m.b.H. 49
The human factor!
OUR VISION
50
51© Hervis Sport- und Modegesellschaft m.b.H.
Our vision of a digital company:
The digital salesperson
52
one distribution-tool
53
5 times more articles
(all colours, all sizes, 24h available)
54© Hervis Sport- und Modegesellschaft m.b.H.
Customer Touchpoints –
The multitude of Hervis customer Touchpoints
Up till ...
55© Hervis Sport- und Modegesellschaft m.b.H.
Mobile assisted shopping in the outlets –
with sales staff support.
Customer...
56© Hervis Sport- und Modegesellschaft m.b.H.
Markets: New user concepts and multichannel formats
will be developed – with...
57
BEILAGE NEU
But it‘s all about…
58
59
SPORT
60
SUCCESS
… and
61
Thank you
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Dr. Katharina Wendl (Hervis): Hervis gre večkanalno

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Dr. Katharina Wendl (Hervis): Hervis gre večkanalno

  1. 1. A traditional sports dealer on the way to a digital future Dr. Katharina Wendl © 2014 HERVIS Sport- und Mode GesmbH HERVIS GOES MULTI-CHANNEL
  2. 2. © Hervis Sport- und Modegesellschaft m.b.H. 2 eCom - A look back – How it all began History and development of the Hervis online shops Multi Channel – “The new Hervis is here!“ From the development of the concept to the international roll-out Prospects – Where are we going? Our visions, strategies and to-do’s to ensure a successful future AGENDA
  3. 3. eCOM – a look back A new sales channel is established. „ „
  4. 4. © Hervis Sport- und Modegesellschaft m.b.H. 4 Hervis international Over 173 Shops in 7 countries 4 Online-Shops (AT/DE, CZ, SI, HU)
  5. 5. © Hervis Sport- und Modegesellschaft m.b.H. 5 Hervis key figures 2012 ● Turnover 2012: € 424 Mio. ● 2.831 employees ● more than 173 Shops in 7 countries ● more than 180.000 m² sales floor Hervis Sports
  6. 6. Over 170 Hervis outlets, but … - growing competion from new pure online players - only 1 sales channel (fixed location outlets) - no central warehouse (basis for eCom full-range)
  7. 7. © Hervis Sport- und Modegesellschaft m.b.H. 7 OUR SOLUTION – THE HERVIS COUNTDOWN -> a Live-Shopping-Concept Daily countdown: 1 Product available for 24 hrs Start: June 2009
  8. 8. © Hervis Sport- und Modegesellschaft m.b.H. 8 THE CONCEPT IS WORKING … -> 2,500 Ski helmets in just one day FIXED LOCATION OUTLETS Example: Ski helmet Sales price: 69.99 List Price: 129.99 Order quantity: 2,500 Sales quantity: 2,377 Period: 5 months ONLINE-SHOP Example: Ski helmet Sales price: 59.99 List price: 129.99 Order quantity: 2,500 Sales quantity: 2,189 Period: 1 day
  9. 9. © Hervis Sport- und Modegesellschaft m.b.H. 9 FROM COUNTDOWN – to MEGA COUNTDOWN -> a further development of the Live-Shopping-Concept 2011: 12 Products for 1 week / 24 Products for 2 weeks 2012: 30 - 80 Products / 2 Runs per week 2010: 1 Product for 24 hrs
  10. 10. But, the Live-shopping concept is subject to a growth limit „ „
  11. 11. The market is undergoing a change.
  12. 12. © Hervis Sport- und Modegesellschaft m.b.H. 12 THE BIRTH OF THEME & BRAND SHOPS -> A logical consequence in the direction of full range availability 2013: 1.000 seasonal products for 24 / 7 availability 2014: on the way to full range
  13. 13. © Hervis Sport- und Modegesellschaft m.b.H. 13 Die 3 pillars of Hervis online-shops Hervis e-Commerce Pricing policy: Online / Outlets similar – Centralized price adjustment Pricing policy: Online / Outlets similar – Centralized price adjustment Pricing policy: especially “Online only“ price (for short time) – Manual price adjustment OUR FAVOURITE !
  14. 14. 14© Hervis Sport- und Modegesellschaft m.b.H. What have we achieved so far ? Online - Turnover 2012: +30% over previous year Online - Turnover 2013: +51,57% over previous year Online – Turnover target 2014: +60% over previous year
  15. 15. 15© Hervis Sport- und Modegesellschaft m.b.H. (Ø 1,8 items / basket) dispatched 2013 range of products online (thereof ~800 Articles in Theme- / brand shops | 2012: 2,500 ) What have we achieved so far ? 70,000 Articles 6,000 Articles
  16. 16. © Hervis Sport- und Modegesellschaft m.b.H. 16 BUT ALWAYS KEEP IN FOCUS: Our business model and our key performance indicators CALCULATION MODEL Total costs per piece: € 9,31 Since our e-commerce must pay-off we have to reach a revenue of € 15,- per piece
  17. 17. © Hervis Sport- und Modegesellschaft m.b.H. 17 However, our customers are changing their purchasing behaviour. … and we must adapt quickly to this. 17© Hervis Sport- und Modegesellschaft m.b.H.
  18. 18. © Hervis Sport- und Modegesellschaft m.b.H. 1818© Hervis Sport- und Modegesellschaft m.b.H. Customers inform themselves in advance online and then go to an outlet. ONLINE BOOSTS OFFLINE
  19. 19. © Hervis Sport- und Modegesellschaft m.b.H. 19 The customer decides ..… 19© Hervis Sport- und Modegesellschaft m.b.H. … when and where he gathers information and makes his purchases. Since eCommerce is independent of closing times and is accessible via mobile end-user devices, then time and location are increasingly becoming unimportant. Multi-/Cross-Channel-Retailing
  20. 20. HERVIS GOES MULTI CHANNEL Multi channel Shop Concept sets new standards 20© Hervis Sport- und Modegesellschaft m.b.H.
  21. 21. 21© Hervis Sport- und Modegesellschaft m.b.H. Step 1 DEVELOPMENT Integration of the online-world into the offline-world.
  22. 22. © Hervis Sport- und Modegesellschaft m.b.H. 22
  23. 23. 23© Hervis Sport- und Modegesellschaft m.b.H. Step 2 TEST PHASE Hervis Future Store Vienna in the “Wien Mitte” shopping centre. Shop opening flysheets
  24. 24. 24© Hervis Sport- und Modegesellschaft m.b.H. NEW CONCEPT
  25. 25. 25
  26. 26. 26© Hervis Sport- und Modegesellschaft m.b.H. QR-CODES on the brand-labels link directly to the Brand Shops. orders 5%
  27. 27. 27© Hervis Sport- und Modegesellschaft m.b.H. in the ORDER ZONE of the “Wien Mitte“ Shopping Centre using the mobile terminals.
  28. 28. Video : Hervis Future Store 28© Hervis Sport- und Modegesellschaft m.b.H.
  29. 29. Step 3 Roll-out INTERNATIONAL 100 outlets throughout Europe
  30. 30. © Hervis Sport- und Modegesellschaft m.b.H. 30 NEW POS Material MORE WAYS TO SHOP – Entrance portal Tablet-Terminal with sticker ”Pay in Store“ Cardboard stands Brand shops - Stickers on brand labels Some stickers for the pillars Ski wall NEW SERVICES for the customer Online ordering in the store Click & Collect facility Pay in Store facility Return of goods possible in the outlets Lots happened in 2013 …
  31. 31. 31© Hervis Sport- und Modegesellschaft m.b.H. “Wien Mitte“: 25.4.13 – 25.7.13 659 packages of these, 85 bicycles (78 made ready-to-ride) Return rate = 0% Return- rate 0% orders 45%
  32. 32. 32© Hervis Sport- und Modegesellschaft m.b.H.
  33. 33. 33© Hervis Sport- und Modegesellschaft m.b.H. What else has changed ? An introduction in ALL countries and in ALL media forms. 360 Degree Marketing - Multiscreen
  34. 34. eCOM - Prospects Our Vision. „ „
  35. 35. 35© Hervis Sport- und Modegesellschaft m.b.H. HERVIS GOES MOBILE / No-Line anytime – anywhere- any device For “tomorrow‘s customers“ …. August 2013 (AT): 17.3% of our website Customers were mobile - i.e. via mobile phone (12.5%) and via. Tablet (5.8%). March 2014 (AT): 31,44% were mobile: via Handy (20,22%) and via Tablet (11,23%)
  36. 36. 36© Hervis Sport- und Modegesellschaft m.b.H. Where will the customer shop in 2020 ?
  37. 37. 37© Hervis Sport- und Modegesellschaft m.b.H. HERVIS PopUp Stores A totally new shopping experience The concept is based on a combination of online and offline services. Customers have the ability to scan the QR codes on the printed products, gather related information and then to purchase them. In addition, a computer terminal and a consultant are available.
  38. 38. 38© Hervis Sport- und Modegesellschaft m.b.H. HERVIS PopUp Stores A totally new shopping experience The brands come to the customer and all that at a low price and with a high degree of attention.
  39. 39. 39© Hervis Sport- und Modegesellschaft m.b.H. HERVIS SHOWROOMS The best ever store innovation In the showroom customers find only one piece of each article, but via use of the QR codes one can find the wished for goods and define the required size. Finally, the customer finds the selected goods in the allotted cabin, which can be paid for there and taken away immediately. A strategy which both optically reduces the showroom and reduces the personnel costs.
  40. 40. 40© Hervis Sport- und Modegesellschaft m.b.H. HERVIS Shopping Windows Shopping via a Touchscreen or a mobile phone
  41. 41. 41© Hervis Sport- und Modegesellschaft m.b.H. HERVIS Shopping Windows Shopping via a Touchscreen or a mobile phone Thus, products can be brought closer to passers-by, even outside of normal business hours. Selected products can then be paid for via a mobile device and then delivered to the customer’s home within an hour. The aim here is to present ranges of branded goods online at locations where the target group spend their time.
  42. 42. OUR WAY 42
  43. 43. POP UP STORES 43 Small sales floors – great potentials Very strong online focus, incl. seller support
  44. 44. 44 Hervis Express: Hervis Pop up Stores
  45. 45. 45 Sales support: We bring the online world to the stationary store
  46. 46. 46Concept: Alser Strasse 1090 Wien, Alser Strasse 20 NEW CONCEPTS: Modern shop window design
  47. 47. 47 NEW CONCEPTS: Pop up Skirental
  48. 48. 48  But equally unrenouncable in the digital world … DIGITAL WORLD
  49. 49. © Hervis Sport- und Modegesellschaft m.b.H. 49 The human factor!
  50. 50. OUR VISION 50
  51. 51. 51© Hervis Sport- und Modegesellschaft m.b.H. Our vision of a digital company: The digital salesperson
  52. 52. 52 one distribution-tool
  53. 53. 53 5 times more articles (all colours, all sizes, 24h available)
  54. 54. 54© Hervis Sport- und Modegesellschaft m.b.H. Customer Touchpoints – The multitude of Hervis customer Touchpoints Up till now 2014 and onwards
  55. 55. 55© Hervis Sport- und Modegesellschaft m.b.H. Mobile assisted shopping in the outlets – with sales staff support. Customer enters the outlet. Logs onto the Hervis sales system using a customer loyalty card App. The customer is welcomed by the salesperson– who already knows who the customer is and what items have been bought to date. Using a Tablet, the salesperson can advise the customer and lead him through the sales process. Using Bluetooth based iBeacons the outlets, customers can gather information themselves via Smartphone. Alternatively the customer can scan the product details and place the product into the virtual shopping or wish list. The customer pays for the goods either directly via the Tablet, or pays at the check-out (Pay in Store), or an invoice is sent to the customer‘s home. The goods are delivered directly to the home of the customer via the online – shop - logistic organization, or delivered to the outlet.
  56. 56. 56© Hervis Sport- und Modegesellschaft m.b.H. Markets: New user concepts and multichannel formats will be developed – with increasing digitalization of the POS (e.g. interactive sales showrooms, digital sales support etc). Online-Reservations and online – stock availablity enquiries will be enabled, Click & Collect systems The quality of customer data will be improved and utilized in smarter and qualitively better manners (e.g. Digital CRM, customer data networks etc). Offer the customer at each Touchpoint exactly what is expected to be found there: Advice Information Speed Personality Experience Choice… A look into the future
  57. 57. 57 BEILAGE NEU But it‘s all about…
  58. 58. 58
  59. 59. 59 SPORT
  60. 60. 60 SUCCESS … and
  61. 61. 61
  62. 62. Thank you

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