Succes in multichannel retail<br />Emerce eDay | 15.09.2011 | Rotterdam<br />
Introductie<br />Strawberries<br />
<ul><li>Online strategie en communicatie
Implementatie en integratie
Beheeren optimalisatie</li></ul>Amsterdam - sindsnovember 1997 - vaste kern van 45 man - pool van freelancers & off shore ...
Klanten<br />
Wat is ‘multichannel retailing’?<br />“Multichannel retailing is a   <br /> marketing strategy that offers <br /> your cus...
VroegerLineair orientatie- en koopproces<br />
NuConsumenten gebruiken vele ‘touchpoints’ in orientatie en koopproces<br />
Customer Journey steeds complexer<br />
Moet ikdaardanaanmeedoen?<br />
Moet ikdaardanaanmeedoen?<br />IMRG Capgemini e-Retail Sales Index <br />"Those retailers with a presence online and offli...
Moet ik daar dan aan meedoen?<br />"Shoppers that use more than one channel, such as stores, online or catalogues, before ...
Moet ik daar dan aan meedoen?<br />"Multichannel shoppers spend 20% more in-storeand 60% more online"<br />
Moet ik daar dan aan meedoen?<br />"Customers spend almost twice as much ordering from catalogue if they have the opportun...
Moet ik daar dan aan meedoen?<br />"Multichannel shopper spends 4 times as much as asingle channel shoppers"<br />
Moet ik daar dan aan meedoen?<br />"Customers spend 57% more in-store when they research online first, 28% when they resea...
Moet ik daar dan aan meedoen?<br />"By 2020 40% of store purchases will be directly influenced by the online channel"<br />
Moet ik daar dan aan meedoen?<br />"1 in 3 people who buy online spend an extra $90 in store when they pick up"<br />
Moet ik daar dan aan meedoen?<br />…but (multichannel shoppers) buy more at the store! Number of times additional products...
Moet ik daar dan aan meedoen?<br />"Customers spend 86% more online when they can research in the store first and 103% mor...
Moet ik daar dan aan meedoen?<br />"In 2015, 27% of non-food retail transactionswill be multichannel"<br />
Moet ik daar dan aan meedoen?<br />"Cross-channel shoppers are the heavy spenders online, catalogs and in stores. Studies ...
Moet ik daar dan aan meedoen?<br />
500<br />
Welke uitdagingen brengt dit met zich mee?<br /><ul><li>Conversie is nietlangereen ‘single channel concept’</li></ul>- Hoe...
Hoe hiermee om te gaan?<br />
Klant staat centraal bij iedere stap in<br />customer journey<br />
Consistentie over alle kanalen<br />Inconsistency<br />Inconsistency<br />Inconsistency<br />Inconsistency<br />Inconsiste...
Consistentie over alle kanalen<br />Consistency<br />Consistency<br />Consistency<br />Consistency<br />Consistency<br />
Relevantie voor verschillende bezoekers op verschillende momenten<br />
Relevantie voor verschillende bezoekers op verschillende momenten<br />
Intelligent bepalen van aanbod gebaseerd<br />op userdata<br />
Flexibiliteit is key – voortdurend veranderend landschap...<br />?<br />?<br />?<br />
Hoe lossen we dit op?<br />Analytics<br />Payment processing<br />Fraud<br />Forums and Reviews<br />Mapping<br />Address ...
Hoe lossen we dit op?<br />Analytics<br />Payment processing<br />Fraud<br />Forums and Reviews<br />Mapping<br />Address ...
Hoe lossen we dit op?<br />Analytics<br />Commerce<br />&<br />Payment processing<br />Fraud<br />Forums and Reviews<br />...
Hoe lossen we dit op?<br />Channel / Customer<br />Analytics<br />Commerce<br />&<br />Payment processing<br />Fraud<br />...
Succesvolle multichannel voorbeelden<br />
Debenhams"Greater value, a wider choice and excellent service across every area<br />  in which we trade"<br />
Debenhams"Greater value, a wider choice and excellent service across every area<br />  in which we trade"<br /><ul><li>2e ...
Online, in-store ordering en mobile sales      77% tovzelfde periode 2010
Online sales: nu 7%. 2015: 15%
Instore kiosks
Online only assortiment
iPhone app: >500.000 downloads / £ 1 mln in half jaar</li></ul><br />
“Where you get some downsides<br />. from the macro, you might get some<br /> Upsides because competition falls<br /> by t...
Argos<br /><ul><li>Marktleider ‘General Goods’ in UK
Kruising tussen Wehkamp en Kijkshop
Winkel (>800) is/blijft centraal punt in Argos concept
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  • Customers are reaching out to companies &amp; 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
  • eDay2011 - Strawberries

    1. 1. Succes in multichannel retail<br />Emerce eDay | 15.09.2011 | Rotterdam<br />
    2. 2. Introductie<br />Strawberries<br />
    3. 3. <ul><li>Online strategie en communicatie
    4. 4. Implementatie en integratie
    5. 5. Beheeren optimalisatie</li></ul>Amsterdam - sindsnovember 1997 - vaste kern van 45 man - pool van freelancers & off shore partners <br />
    6. 6. Klanten<br />
    7. 7. Wat is ‘multichannel retailing’?<br />“Multichannel retailing is a <br /> marketing strategy that offers <br /> your customers a choice of <br /> ways to buy products” <br />
    8. 8. VroegerLineair orientatie- en koopproces<br />
    9. 9. NuConsumenten gebruiken vele ‘touchpoints’ in orientatie en koopproces<br />
    10. 10. Customer Journey steeds complexer<br />
    11. 11. Moet ikdaardanaanmeedoen?<br />
    12. 12. Moet ikdaardanaanmeedoen?<br />IMRG Capgemini e-Retail Sales Index <br />"Those retailers with a presence online and offline experienced average growth of 19% compared to March 2010, while online experienced just 6%"<br />
    13. 13. Moet ik daar dan aan meedoen?<br />"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"<br />
    14. 14. Moet ik daar dan aan meedoen?<br />"Multichannel shoppers spend 20% more in-storeand 60% more online"<br />
    15. 15. Moet ik daar dan aan meedoen?<br />"Customers spend almost twice as much ordering from catalogue if they have the opportunity to also research their products in a physical store"<br />
    16. 16. Moet ik daar dan aan meedoen?<br />"Multichannel shopper spends 4 times as much as asingle channel shoppers"<br />
    17. 17. Moet ik daar dan aan meedoen?<br />"Customers spend 57% more in-store when they research online first, 28% when they research using a catalog"<br />
    18. 18. Moet ik daar dan aan meedoen?<br />"By 2020 40% of store purchases will be directly influenced by the online channel"<br />
    19. 19. Moet ik daar dan aan meedoen?<br />"1 in 3 people who buy online spend an extra $90 in store when they pick up"<br />
    20. 20. Moet ik daar dan aan meedoen?<br />…but (multichannel shoppers) buy more at the store! Number of times additional products were purchased in the store after researching online.<br />
    21. 21. Moet ik daar dan aan meedoen?<br />"Customers spend 86% more online when they can research in the store first and 103% more when they use catalogs for their research"<br />
    22. 22. Moet ik daar dan aan meedoen?<br />"In 2015, 27% of non-food retail transactionswill be multichannel"<br />
    23. 23. Moet ik daar dan aan meedoen?<br />"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"<br />
    24. 24. Moet ik daar dan aan meedoen?<br />
    25. 25.
    26. 26. 500<br />
    27. 27. Welke uitdagingen brengt dit met zich mee?<br /><ul><li>Conversie is nietlangereen ‘single channel concept’</li></ul>- Hoe zorgen we ervoordatconsumenten van kanaalnaarkanaalconverteren<br />- …En uiteindelijkbijonsterechtkomen!<br /><ul><li>Retailers kunnen het koopprocesbijnanietmeerbeinvloeden</li></ul>- En wetennietmeer hoe klantenzichgedragen<br /><ul><li>Retailers kunnen de snelheid van veranderingnietmeerbijbenen</li></ul>- Traditioneleintegratieprincipesvoldoennietmeer<br /><ul><li>Organisatieszijnnietingerichtvoor multichannel proces</li></ul>- Afstemmingtussenkanalenlangzaam en complex proces<br /><ul><li>Terwijldit de (nabije) toekomstvoor de retail is</li></ul>- ‘Digital natives’ verwachtennietanders<br />
    28. 28. Hoe hiermee om te gaan?<br />
    29. 29. Klant staat centraal bij iedere stap in<br />customer journey<br />
    30. 30. Consistentie over alle kanalen<br />Inconsistency<br />Inconsistency<br />Inconsistency<br />Inconsistency<br />Inconsistency<br />
    31. 31. Consistentie over alle kanalen<br />Consistency<br />Consistency<br />Consistency<br />Consistency<br />Consistency<br />
    32. 32. Relevantie voor verschillende bezoekers op verschillende momenten<br />
    33. 33. Relevantie voor verschillende bezoekers op verschillende momenten<br />
    34. 34. Intelligent bepalen van aanbod gebaseerd<br />op userdata<br />
    35. 35. Flexibiliteit is key – voortdurend veranderend landschap...<br />?<br />?<br />?<br />
    36. 36. Hoe lossen we dit op?<br />Analytics<br />Payment processing<br />Fraud<br />Forums and Reviews<br />Mapping<br />Address Verification<br />Search and Navigation<br />Order Management<br />Login &<br />Registration<br />Checkout<br />Merchan-dising<br />Marketing<br />Multi-variateTesting<br />Account Management<br />Personali-sation<br />Pricing and Promotion<br />Reporting<br />Web Content Management<br />Product Content Management<br />Digital Asset Management<br />Fulfilment<br />Logistics<br />CRM<br />Finance<br />
    37. 37. Hoe lossen we dit op?<br />Analytics<br />Payment processing<br />Fraud<br />Forums and Reviews<br />Mapping<br />Address Verification<br />Search and Navigation<br />Order Management<br />Login &<br />Registration<br />Checkout<br />Merchan-dising<br />Marketing<br />Multi-variateTesting<br />Account Management<br />Personali-sation<br />Pricing and Promotion<br />Reporting<br />Content<br />Web Content Management<br />Product Content Management<br />Digital Asset Management<br />Fulfilment<br />Logistics<br />CRM<br />Finance<br />
    38. 38. Hoe lossen we dit op?<br />Analytics<br />Commerce<br />&<br />Payment processing<br />Fraud<br />Forums and Reviews<br />Mapping<br />Address Verification<br />Search and Navigation<br />Order Management<br />Login &<br />Registration<br />Checkout<br />Merchan-dising<br />Marketing<br />Multi-variateTesting<br />Account Management<br />Personali-sation<br />Pricing and Promotion<br />Reporting<br />Content<br />Web Content Management<br />Product Content Management<br />Digital Asset Management<br />Fulfilment<br />Logistics<br />CRM<br />Finance<br />
    39. 39. Hoe lossen we dit op?<br />Channel / Customer<br />Analytics<br />Commerce<br />&<br />Payment processing<br />Fraud<br />Forums and Reviews<br />Mapping<br />Address Verification<br />Search and Navigation<br />Order Management<br />Login &<br />Registration<br />Checkout<br />Merchan-dising<br />Marketing<br />Multi-variateTesting<br />Account Management<br />Personali-sation<br />Pricing and Promotion<br />Reporting<br />Content<br />Web Content Management<br />Product Content Management<br />Digital Asset Management<br />Fulfilment<br />Logistics<br />CRM<br />Finance<br />
    40. 40. Succesvolle multichannel voorbeelden<br />
    41. 41. Debenhams"Greater value, a wider choice and excellent service across every area<br /> in which we trade"<br />
    42. 42. Debenhams"Greater value, a wider choice and excellent service across every area<br /> in which we trade"<br /><ul><li>2e Departmentstore groep UK
    43. 43. Online, in-store ordering en mobile sales 77% tovzelfde periode 2010
    44. 44. Online sales: nu 7%. 2015: 15%
    45. 45. Instore kiosks
    46. 46. Online only assortiment
    47. 47. iPhone app: >500.000 downloads / £ 1 mln in half jaar</li></ul><br />
    48. 48. “Where you get some downsides<br />. from the macro, you might get some<br /> Upsides because competition falls<br /> by the wayside”Rob Templeman, CEO Debenhams<br />
    49. 49. Argos<br /><ul><li>Marktleider ‘General Goods’ in UK
    50. 50. Kruising tussen Wehkamp en Kijkshop
    51. 51. Winkel (>800) is/blijft centraal punt in Argos concept
    52. 52. Na Amazon grootste online store van UK(>400 mln visits p/j)</li></li></ul><li>Multichannel centraal in Argos propositie:<br />Gemak staat centraal<br />2e retailer van UKMultichannel sales46% van alle sales36% Online<br />
    53. 53. Eerste ‘Click & collect’ service in de UK<br />
    54. 54. Argos: Gemakstaatcentraal<br />
    55. 55. Argos: Gemakstaatcentraal<br />
    56. 56. Argos: Resultaten<br />
    57. 57.
    58. 58.
    59. 59. Tesco Zuid Korea<br />
    60. 60. Dank!<br />
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