Experience at true British multi-channel retailers
It is the customer and only the customer
The new era has brought some challenges
Store vs. Online: Cannibalization?
How to deliver this well?
How to understand the numbers and therefore
customer with multiple touch points
What does the modern company look like? Who is
How did we approach some of these at Hobbs
70% of online browsers go to store to
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
A two-way relationship
Accept returns in store
Click and collect set up
Results - numbers
Local emails to drive
Local mobile ads
through click and
Multi-touch points effect at Hobbs
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
A new view
Mixed/blended How many times the
customer has engaged
with the brand during
Coming back to the customer
Needs to make a real difference
Relevant and convenient
Understanding the customer
Challenges in the company
Where does ecommerce sit?
Who has ownership of
What is the role of marketing?
Where does social fit in?
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
- The End –
or, the End of the Beginning...?
Winston S. Churchill