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The Consumer is Connected
 

The Consumer is Connected

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

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

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    The Consumer is Connected The Consumer is Connected Presentation Transcript

    • WELCOME International Sales Kick Off Meeting 19th to 21st November 2013 Massimo Baratto CEO Massimo Baratto, CEO – 19th November 2013
    • 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
    • Connected consumer Consumer and businesses no longer see traditional borders and economic boundaries as a barrier! Massimo Baratto, CEO – 19th November 2013
    • 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
    • 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
    • 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
    • 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
    • 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
    • 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
    • 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
    • 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
    • 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
    • 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
    • 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
    • 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
    • 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
    • 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
    • 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
    • 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
    • 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
    • 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
    • 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 changing, omni-channel and boundary- less world! Massimo Baratto, CEO – 19th November 2013
    • Consumer knowledge  Knowledge about the Salewa consumer  Following and delighting our consumer should become our competitive advantage! Massimo Baratto, CEO – 19th November 2013
    • 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
    • Entertainment Sales representatives, Sales and Marketing Manager, CEO, …  Brand representatives  Entertainers! Massimo Baratto, CEO – 19th November 2013
    • Nothing is settled, everything is evolving! Massimo Baratto, CEO – 19th November 2013
    • www.facebook.com/SalewaTeam Massimo Baratto, CEO – 19th November 2013