Gracia amico - Hobbs - eRetail 2014
Upcoming SlideShare
Loading in...5
×

Like this? Share it with your network

Share
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
    Be the first to like this
No Downloads

Views

Total Views
330
On Slideshare
330
From Embeds
0
Number of Embeds
0

Actions

Shares
Downloads
9
Comments
0
Likes
0

Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide

Transcript

  • 1. IT’S ALL RETAIL Gracia Amico 18 March 2014
  • 2. A quick overview The last 20 years...
  • 3. The retail journey
  • 4. How did I start the journey
  • 5. Experience at true British multi-channel retailers
  • 6. It is the customer and only the customer who matters Anytime, anywhere.
  • 7. The new era has brought some challenges  Store vs. Online: Cannibalization?  How to deliver this well?  Silo mentality  How to understand the numbers and therefore customer with multiple touch points  What does the modern company look like? Who is in charge?
  • 8. How did we approach some of these at Hobbs Cross channel Education  70% of online browsers go to store to buy  26% of all email openeners have never bought online but go to stores within 3 days of receiving the email to buy  Build one view of the customers
  • 9. A two-way relationship  Collect emails  Accept returns in store  Click and collect set up  pilot  Store room  System  Signage  results  Rewards?  Results - numbers  Local emails to drive traffic  Style appointments  Local mobile ads  Increase footfall through click and collect stores online
  • 10. Multi-touch points effect at Hobbs Understanding the numbers  Mobile revenue increase of +74.6%  Mobile mix 34%  Mobile + ipad traffic +170%  Conversion of mobile -58% of desktop  Conversion on Ipads -20% of desktop
  • 11. A new view  Mixed/blended  How many times the customer has engaged with the brand during their visit conversion engagement
  • 12. Coming back to the customer  Understanding  Convenience  Relevant  Needs to make a real difference Single view
  • 13. Relevant and convenient Supermarkets
  • 14. Understanding the customer Pure players
  • 15. Challenges in the company  Where does ecommerce sit?  Who has ownership of  Sales  Technology  What is the role of marketing?  Where does social fit in?
  • 16. Big estate companies have a multi-channel director covering both stores and online Small estate companies have ecommerce lead retail A proper place for the marketing director – numerical position – reschooling The CEO is the customer! The changing boardroom
  • 17. - The End – or, the End of the Beginning...? Winston S. Churchill