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eDay2011 - Strawberries

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  • Customers are reaching out to companies & brands through a diversity of touchpoints
  • NOTE the componentised nature of the solutionAlthough fully integrated, the architecture is put together so that each component can be replaced or augmented by something else
  • NOTE the componentised nature of the solutionAlthough fully integrated, the architecture is put together so that each component can be replaced or augmented by something else
  • NOTE the componentised nature of the solutionAlthough fully integrated, the architecture is put together so that each component can be replaced or augmented by something else
  • NOTE the componentised nature of the solutionAlthough fully integrated, the architecture is put together so that each component can be replaced or augmented by something else
  • Transcript

    • 1. Succes in multichannel retail
      Emerce eDay | 15.09.2011 | Rotterdam
    • 2. Introductie
      Strawberries
    • 3.
      • Online strategie en communicatie
      • 4. Implementatie en integratie
      • 5. Beheeren optimalisatie
      Amsterdam - sindsnovember 1997 - vaste kern van 45 man - pool van freelancers & off shore partners
    • 6. Klanten
    • 7. Wat is ‘multichannel retailing’?
      “Multichannel retailing is a
      marketing strategy that offers
      your customers a choice of
      ways to buy products”
    • 8. VroegerLineair orientatie- en koopproces
    • 9. NuConsumenten gebruiken vele ‘touchpoints’ in orientatie en koopproces
    • 10. Customer Journey steeds complexer
    • 11. Moet ikdaardanaanmeedoen?
    • 12. Moet ikdaardanaanmeedoen?
      IMRG Capgemini e-Retail Sales Index
      "Those retailers with a presence online and offline experienced average growth of 19% compared to March 2010, while online experienced just 6%"
    • 13. Moet ik daar dan aan meedoen?
      "Shoppers that use more than one channel, such as stores, online or catalogues, before making purchases spend 82% more per transaction than those that only shop in stores, the study found"
    • 14. Moet ik daar dan aan meedoen?
      "Multichannel shoppers spend 20% more in-storeand 60% more online"
    • 15. Moet ik daar dan aan meedoen?
      "Customers spend almost twice as much ordering from catalogue if they have the opportunity to also research their products in a physical store"
    • 16. Moet ik daar dan aan meedoen?
      "Multichannel shopper spends 4 times as much as asingle channel shoppers"
    • 17. Moet ik daar dan aan meedoen?
      "Customers spend 57% more in-store when they research online first, 28% when they research using a catalog"
    • 18. Moet ik daar dan aan meedoen?
      "By 2020 40% of store purchases will be directly influenced by the online channel"
    • 19. Moet ik daar dan aan meedoen?
      "1 in 3 people who buy online spend an extra $90 in store when they pick up"
    • 20. Moet ik daar dan aan meedoen?
      …but (multichannel shoppers) buy more at the store! Number of times additional products were purchased in the store after researching online.
    • 21. Moet ik daar dan aan meedoen?
      "Customers spend 86% more online when they can research in the store first and 103% more when they use catalogs for their research"
    • 22. Moet ik daar dan aan meedoen?
      "In 2015, 27% of non-food retail transactionswill be multichannel"
    • 23. Moet ik daar dan aan meedoen?
      "Cross-channel shoppers are the heavy spenders online, catalogs and in stores. Studies by AMR Research, DoubleClick and many others all support the fact that cross-channel shoppers consistently spend 50% or more than a single channel shopper. Another study showed that cross-channel shoppers spend 70% more than those that rely on just a single channel"
    • 24. Moet ik daar dan aan meedoen?
    • 25.
    • 26. 500
    • 27. Welke uitdagingen brengt dit met zich mee?
      • Conversie is nietlangereen ‘single channel concept’
      - Hoe zorgen we ervoordatconsumenten van kanaalnaarkanaalconverteren
      - …En uiteindelijkbijonsterechtkomen!
      • Retailers kunnen het koopprocesbijnanietmeerbeinvloeden
      - En wetennietmeer hoe klantenzichgedragen
      • Retailers kunnen de snelheid van veranderingnietmeerbijbenen
      - Traditioneleintegratieprincipesvoldoennietmeer
      • Organisatieszijnnietingerichtvoor multichannel proces
      - Afstemmingtussenkanalenlangzaam en complex proces
      • Terwijldit de (nabije) toekomstvoor de retail is
      - ‘Digital natives’ verwachtennietanders
    • 28. Hoe hiermee om te gaan?
    • 29. Klant staat centraal bij iedere stap in
      customer journey
    • 30. Consistentie over alle kanalen
      Inconsistency
      Inconsistency
      Inconsistency
      Inconsistency
      Inconsistency
    • 31. Consistentie over alle kanalen
      Consistency
      Consistency
      Consistency
      Consistency
      Consistency
    • 32. Relevantie voor verschillende bezoekers op verschillende momenten
    • 33. Relevantie voor verschillende bezoekers op verschillende momenten
    • 34. Intelligent bepalen van aanbod gebaseerd
      op userdata
    • 35. Flexibiliteit is key – voortdurend veranderend landschap...
      ?
      ?
      ?
    • 36. Hoe lossen we dit op?
      Analytics
      Payment processing
      Fraud
      Forums and Reviews
      Mapping
      Address Verification
      Search and Navigation
      Order Management
      Login &
      Registration
      Checkout
      Merchan-dising
      Marketing
      Multi-variateTesting
      Account Management
      Personali-sation
      Pricing and Promotion
      Reporting
      Web Content Management
      Product Content Management
      Digital Asset Management
      Fulfilment
      Logistics
      CRM
      Finance
    • 37. Hoe lossen we dit op?
      Analytics
      Payment processing
      Fraud
      Forums and Reviews
      Mapping
      Address Verification
      Search and Navigation
      Order Management
      Login &
      Registration
      Checkout
      Merchan-dising
      Marketing
      Multi-variateTesting
      Account Management
      Personali-sation
      Pricing and Promotion
      Reporting
      Content
      Web Content Management
      Product Content Management
      Digital Asset Management
      Fulfilment
      Logistics
      CRM
      Finance
    • 38. Hoe lossen we dit op?
      Analytics
      Commerce
      &
      Payment processing
      Fraud
      Forums and Reviews
      Mapping
      Address Verification
      Search and Navigation
      Order Management
      Login &
      Registration
      Checkout
      Merchan-dising
      Marketing
      Multi-variateTesting
      Account Management
      Personali-sation
      Pricing and Promotion
      Reporting
      Content
      Web Content Management
      Product Content Management
      Digital Asset Management
      Fulfilment
      Logistics
      CRM
      Finance
    • 39. Hoe lossen we dit op?
      Channel / Customer
      Analytics
      Commerce
      &
      Payment processing
      Fraud
      Forums and Reviews
      Mapping
      Address Verification
      Search and Navigation
      Order Management
      Login &
      Registration
      Checkout
      Merchan-dising
      Marketing
      Multi-variateTesting
      Account Management
      Personali-sation
      Pricing and Promotion
      Reporting
      Content
      Web Content Management
      Product Content Management
      Digital Asset Management
      Fulfilment
      Logistics
      CRM
      Finance
    • 40. Succesvolle multichannel voorbeelden
    • 41. Debenhams"Greater value, a wider choice and excellent service across every area
      in which we trade"
    • 42. Debenhams"Greater value, a wider choice and excellent service across every area
      in which we trade"
      • 2e Departmentstore groep UK
      • 43. Online, in-store ordering en mobile sales 77% tovzelfde periode 2010
      • 44. Online sales: nu 7%. 2015: 15%
      • 45. Instore kiosks
      • 46. Online only assortiment
      • 47. iPhone app: >500.000 downloads / £ 1 mln in half jaar

    • 48. “Where you get some downsides
      . from the macro, you might get some
      Upsides because competition falls
      by the wayside”Rob Templeman, CEO Debenhams
    • 49. Argos
      • Marktleider ‘General Goods’ in UK
      • 50. Kruising tussen Wehkamp en Kijkshop
      • 51. Winkel (>800) is/blijft centraal punt in Argos concept
      • 52. Na Amazon grootste online store van UK(>400 mln visits p/j)
    • Multichannel centraal in Argos propositie:
      Gemak staat centraal
      2e retailer van UKMultichannel sales46% van alle sales36% Online
    • 53. Eerste ‘Click & collect’ service in de UK
    • 54. Argos: Gemakstaatcentraal
    • 55. Argos: Gemakstaatcentraal
    • 56. Argos: Resultaten
    • 57.
    • 58.
    • 59. Tesco Zuid Korea
    • 60. Dank!

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