WELCOME
International Sales Kick Off Meeting
19th to 21st November 2013
Massimo Baratto
CEO

Massimo Baratto, CEO – 19th N...
Connected consumer
The consumer is connected and
likes to make experiences
with brands
through all available digital ways ...
Connected consumer

Consumer and businesses no
longer see traditional borders
and economic boundaries
as a barrier!

Massi...
For Salewa - Consumer journey
• Understand the Salewa consumer journey
and all the touch points of engagement is
critical!...
For Salewa - Global view

Take a global view of our
distribution network and
understand how borderless retail
will impact ...
Future of retail: Offer frivolity!

In future, offline shopping becomes more entertainment as
acquisition.

Retailers shou...
For Salewa - Feed the extraordinary
We have to offer
ideas and concepts
of entertainment and frivolity to the
different br...
The shop like a playroom
Offline retailers must use their
advantage:: all 4 senses!
The computer screens can
satisfy the e...
For Salewa - Capsule activity
•

We have to:
Offer less SKUs
Work deeper by activities and concepts
Cover the 4 senses

•
...
The offline shops make more money!
Offline shops may be losing ground to online shopping, but
they remain more profitable
...
For Salewa - Proactive partnership
Following these points, we should offer
proactive partnership.

For the offline player ...
Future winners! = Omni-channel
The omni-channel consumer wants to
use all the channels simultaneously!
To reach the consum...
For Salewa – Software and organisation

We have to invest in software and
organisation to fulfil this consumer
request.
 ...
Future winners
It‘s crucial…


to have and invest in attractive stores
(„Theatre of dreams“, K. Roberts)



to have supe...
For Salewa – Organisation development
Trade marketing + retail + visual + sales should
do the next steps regarding that an...
Profit by household!

Safeway – American Supermarket
Profit by household, not by square
metre
Individualised pricing: „jus...
Future shops emptier, but more emotional

The shops promise experience

and the sales will follow if we invest in
concept,...
Kochhaus in Kreuzberg, München
Kochhaus is the first
grocery focusing on the
cook-it-yourself scheme
that is sorted not by...
Desigual store in Barcelona (Carrer Casp 33)
Spanish clothing chain Desigual
has created flagship stores in Paris
and Barc...
Nike Ultralounge at Selfridges London

Multi-purpose retail space with HD
TV screens to watch sports events
live. Also vis...
Twentyone Concept Puma
PUMA have turned their BOXPARK
store into a unique concept store
called TWENTYONE, centered
around ...
Conclusion

The winners take part in the evolution
of the consumer demand!!

Massimo Baratto, CEO – 19th November 2013
Put the consumer at the heart of the Salewa
business and
understand

how

to best follow that consumer

in a rapidly chang...
Consumer knowledge


Knowledge about the Salewa
consumer



Following and delighting our
consumer should become our
comp...
Sell through
We are responsible for the sell through.
The sell through is coming from emotions (offline)
and
product price...
Entertainment

Sales representatives, Sales and Marketing
Manager, CEO, …

 Brand representatives

 Entertainers!

Massi...
Nothing is settled, everything is evolving!

Massimo Baratto, CEO – 19th November 2013
www.facebook.com/SalewaTeam

Massimo Baratto, CEO – 19th November 2013
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The Consumer is Connected

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Massimo Baratto - CEO Salewa Oberalp Group - Salewa Kick Off Meeting 19/11/2013

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The Consumer is Connected

  1. 1. WELCOME International Sales Kick Off Meeting 19th to 21st November 2013 Massimo Baratto CEO Massimo Baratto, CEO – 19th November 2013
  2. 2. Connected consumer The consumer is connected and likes to make experiences with brands through all available digital ways and shopping channels  the consumer likes to experience the brand, not a channel with a brand!  Mental development that becomes culture! Massimo Baratto, CEO – 19th November 2013
  3. 3. Connected consumer Consumer and businesses no longer see traditional borders and economic boundaries as a barrier! Massimo Baratto, CEO – 19th November 2013
  4. 4. For Salewa - Consumer journey • Understand the Salewa consumer journey and all the touch points of engagement is critical! • Be present and develop the presence in all the shopping channels, off- and online. Massimo Baratto, CEO – 19th November 2013
  5. 5. For Salewa - Global view Take a global view of our distribution network and understand how borderless retail will impact on our business model. Massimo Baratto, CEO – 19th November 2013
  6. 6. Future of retail: Offer frivolity! In future, offline shopping becomes more entertainment as acquisition. Retailers should build desires to the consumers, more as fulfil them. The consumer‘s buying attitude „by necessity“ is falling down! Emotions, exploration and frivolity grow! Massimo Baratto, CEO – 19th November 2013
  7. 7. For Salewa - Feed the extraordinary We have to offer ideas and concepts of entertainment and frivolity to the different brand touchpoints. This means extraordinary/unexpected visualisation, product explanation, sampling… Massimo Baratto, CEO – 19th November 2013
  8. 8. The shop like a playroom Offline retailers must use their advantage:: all 4 senses! The computer screens can satisfy the eye only! The store should become more a showroom/playroom! Massimo Baratto, CEO – 19th November 2013
  9. 9. For Salewa - Capsule activity • We have to: Offer less SKUs Work deeper by activities and concepts Cover the 4 senses • Deliver „capsule“ of activity for all the touch points off- and online (history, USP, solution, visualisation, marketing and the right products to fulfil that!) Massimo Baratto, CEO – 19th November 2013
  10. 10. The offline shops make more money! Offline shops may be losing ground to online shopping, but they remain more profitable Last year online sales of shop-based retailers grew by +30% Online only retailers grew +20% Pure play online retailers are losing market share „Selling the world around the products“ Massimo Baratto, CEO – 19th November 2013
  11. 11. For Salewa - Proactive partnership Following these points, we should offer proactive partnership. For the offline player to open and develop an e-commerce site and for the e-business partner to open a Salewa on- and offline store. Massimo Baratto, CEO – 19th November 2013
  12. 12. Future winners! = Omni-channel The omni-channel consumer wants to use all the channels simultaneously! To reach the consumer loyalty, excitement and convenience come with physical shops. App development becomes important like the property development Massimo Baratto, CEO – 19th November 2013
  13. 13. For Salewa – Software and organisation We have to invest in software and organisation to fulfil this consumer request.  Digitalisation of the Salewa brand immediately! Massimo Baratto, CEO – 19th November 2013
  14. 14. Future winners It‘s crucial…  to have and invest in attractive stores („Theatre of dreams“, K. Roberts)  to have super able shop assistants and sales people ( future entertainer!) Change the incentive from sales to customer satisfaction. Shop as theatre of dreams and entertainment Massimo Baratto. CEO – 19th November 2013
  15. 15. For Salewa – Organisation development Trade marketing + retail + visual + sales should do the next steps regarding that and see themselves as only one organisation connected to the consumer. Division by activities, work on the technology, visualisation, new ideas for clinics of the sales staff… Massimo Baratto, CEO – 19th November 2013
  16. 16. Profit by household! Safeway – American Supermarket Profit by household, not by square metre Individualised pricing: „just for you“ loyalty scheme Targeting individual shopper rather than single channels Massimo Baratto, CEO – 19th November 2013
  17. 17. Future shops emptier, but more emotional The shops promise experience and the sales will follow if we invest in concept, sales staff and technology! Massimo Baratto, CEO – 19th November 2013
  18. 18. Kochhaus in Kreuzberg, München Kochhaus is the first grocery focusing on the cook-it-yourself scheme that is sorted not by product groups, but by recipes. When buying online, the products are delivered in the store or at home with DHL. Massimo Baratto, CEO – 19th November 2013 Massimo Baratto, CEO - 19th November 2013
  19. 19. Desigual store in Barcelona (Carrer Casp 33) Spanish clothing chain Desigual has created flagship stores in Paris and Barcelona with only stock samples: the customer can try on different looks, then purchase the clothes online. Personal shoppers 1200 samples Every sample in one size The store is a location where you can live the Desigual experience by entering in their world and meet their spirit Massimo Baratto, CEO – 19th November 2013
  20. 20. Nike Ultralounge at Selfridges London Multi-purpose retail space with HD TV screens to watch sports events live. Also visitors have the option of customising the products. Massimo Baratto, CEO – 19th November 2013
  21. 21. Twentyone Concept Puma PUMA have turned their BOXPARK store into a unique concept store called TWENTYONE, centered around their store unit number; 21. It’s a pretty simple concept; the store will only stock 21 styles of footwear at a time, with the stock being refreshed every 21 days. Massimo Baratto, CEO – 19th November 2013
  22. 22. Conclusion The winners take part in the evolution of the consumer demand!! Massimo Baratto, CEO – 19th November 2013
  23. 23. Put the consumer at the heart of the Salewa business and understand how to best follow that consumer in a rapidly changing, omni-channel and boundary- less world! Massimo Baratto, CEO – 19th November 2013
  24. 24. Consumer knowledge  Knowledge about the Salewa consumer  Following and delighting our consumer should become our competitive advantage! Massimo Baratto, CEO – 19th November 2013
  25. 25. Sell through We are responsible for the sell through. The sell through is coming from emotions (offline) and product price and more brands (online). We should learn how to emotionalise the consumers and the clients. Massimo Baratto, CEO – 19th November 2013
  26. 26. Entertainment Sales representatives, Sales and Marketing Manager, CEO, …  Brand representatives  Entertainers! Massimo Baratto, CEO – 19th November 2013
  27. 27. Nothing is settled, everything is evolving! Massimo Baratto, CEO – 19th November 2013
  28. 28. www.facebook.com/SalewaTeam Massimo Baratto, CEO – 19th November 2013

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