ESHOPPER INDEX 2015 REPORT (FREE DOWNLOAD)

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The E-Commerce reference index based on the eShopper journey

Analysis and ranking of 111 leading local and international leaders’s E-Commerce ecosystems through 250 criteria before, during and after purchase including Omnichannel and Online marketing

eShopper Index 2015 Overall ranking infographic available here:
https://www.slideshare.net/aureliaa/e-shopper-index-overall-ranking

eShopper Index 2015 Fashion & Luxury rankings available here:
https://www.slideshare.net/aureliaa/eshopper-index-2015-f

To know more about the eShopper Index:
http://www.iventures-consulting.com/eshopper-index

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  • Hi All, We provide Salesforce training in a traditional Classroom setting at our training center where students gain hands-on training from our Salesforce Instructor as well as interact with other students. Classroom settings provide you a high level of retention and allow collaboration to encourage peer insight and team building. For more information feel free to contact us : siva@keylabstraining.com. For Course Content and Recorded Demo Click Here : http://www.keylabstraining.com/salesforce-online-training-hyderabad-bangalore
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ESHOPPER INDEX 2015 REPORT (FREE DOWNLOAD)

  1. 1. The E-Commerce reference index based on the eShopper journey eShopper Index® 2015 March 18th, 2015
  2. 2. Table of contents ©iVentures Consulting 2015 1. 2015 eShopper Index 2. Executive summary 3. Rankings 4. Performance analysis of the eShopper experience: key figures, key learnings, best and worst practices 2
  3. 3. Table of contents ©iVentures Consulting 2015 1. 2015 eShopper Index 2. Executive summary 3. Rankings 4. Performance analysis of the eShopper experience: key figures, key learnings, best and worst practices 3
  4. 4. What is the eShopper Index? The E-Commerce reference Index based on the eShopper journey Analyze and rank performances all along the customer journey (before, during and after purchase).1 ©iVentures Consulting 2015 Cover 14 sub-steps of the customer journey through over 250 criteria.2 Provide cross sector comparisons through over 111 American and European companies.3 Identify best practices on all these sub-steps including online marketing and omnichannel.4 ANALYZED CHANNELS Website Mobile Customer service Social platforms THE ONLY INTERNATIONAL INDEX TO: OmnichannelOnline marketing 4
  5. 5. An analysis all along the customer journey 250 criteria on 14 sub-steps, before, during and after the purchase Social media Mobile User Interface Content marketing Product page Omnichannel Sales funnel Customer service Newsletter Customer account Communication emails Delivery & package Return & refund ©iVentures Consulting 2015 5 Online marketing & personalization BEFORE PURCHASE DURING PURCHASE AFTER PURCHASE 1 2 3 4 5 6 7 8 9 10 11 12 13 14 For each analyzed player: •  We order several products and then send them back. •  We contact customer service through each possible channel (phone, mail, chat, click to call and social platforms). •  We analyze the customer journey through 250 criteria along 14 sub-steps.
  6. 6. Breakdown of the 111 players Strong focus on Fashion, Luxury and Beauty sectors 40% 19% 18% 14% 10%Others* Multi-sector Beauty Luxury Fashion ©iVentures Consulting 2015 6 * Other sectors: Electronics, Books, Toys, Design & Furniture
  7. 7. 111 analyzed e-commerce players 3 Suisses Darty Jimmy Choo Prada Adidas Décathlon John Lewis Puma Amazon Dell Justfab Ralph Lauren American Apparel Dior Parfums Kate Spade Saint Laurent Apple Dolce & Gabbana Kiehl's Saks Fifth Avenue Argos E.L.F. Kiko Cosmetics Sarenza Asos Esprit L'Oréal Paris Sears Auchan Estée Lauder Lacoste Selfridges Baccarat Etam Lancôme Sephora Barnes & Noble Everlane La Redoute Shiseido Barneys New York Fab Levi's Swarovski Benefit Cosmetics Farfetch Longchamp Target Bestbuy Feelunique Louis Vuitton Tiffany Biotherm Fnac Mac Tommy Hilfiger Bonobos Foot Locker Macy's Tory Burch Bloomingdale Galeries Lafayette Marc Jacobs Topshop Boots Gap Marionnaud Toys"R"us Burberry Gilt Marks & Spencer Urban outfitters C&A Giorgio Armani Menlook Vente-privée Calvin Klein Gucci Michael Kors Vestiaire Collective Carrefour Guerlain Mytheresa Walgreens Cartier H&M Neiman Marcus Walmart Celio Harrods Nasty Gal Yoox Chanel Hermès Net A Porter Yves Rocher Christian Louboutin Homebase Nike Zalando Clarins Hugo Boss Nocibe Zappos Clinique Ikea Nordstrom Zara Coach J.Crew Pixmania NEW ©iVentures Consulting 2015 NEW NEW NEW NEW NEW NEW NEW NEW NEW NEW NEW NEW NEW NEW NEW NEW NEW 7
  8. 8. Table of contents ©iVentures Consulting 2015 1. 2015 eShopper Index 2. Executive summary 3. Rankings 4. Performance analysis of the eShopper experience: key figures, key learnings, best and worst practices 8
  9. 9. Top 20 1 2 3 4 5 6 7 8 9 10 ©iVentures Consulting 2015 11 12 13 14 15 16 17 18 19 20 9 Retailers are the winners. brick & clicks take their revenge •  All top 5 players are retailers. There is no brand (Vs. 1 brand in 2014). 3 players in the top 5 are brick & clicks (Vs. 1 brick & click in 2014). Zappos and Net A Porter are the only players that stayed in the top 5. And they are … pure players. •  Zalando, Amazon and Gap have left the Top 5. WHAT THE TOP 5 TELLS US •  Retailers tend to confirm their strengths: 80% of the top 20 players are retailers (Vs. 48% of the total analyzed players). Only 20% of the top 20 players are brands. This 80/20 ratio was also observed in 2014. •  Bricks and clicks remain strong Vs. pure players: 65% are brick and clicks, 35% are pure players. WHAT THE TOP 20 TELLS US
  10. 10. US / Europe take away ©iVentures Consulting 2015 •  US and European players are equal in the Top 20 ranking: 10 US players are in the Top 20. 10 European players are in the Top 20 (4 FR, 5 UK, 1 German). •  European players tend to be better in providing: -  Delivery options to their customers (62% of European players provide 2 or more delivery options to their customers Vs. 36% for US). -  Pick up at home for product return (36% of European players Vs. 23% for US). -  QR code scan through mobile App (30% of European players with stores Vs. 14% for US). -  Click & Collect in store (42% of European players with stores Vs. 36% for US). -  Reserve & Collect in store (12% of European players with stores Vs. 6% for US). -  Editorial & tips sections (63% of European players with stores Vs. 34% for the US). •  US players tend to be better in providing: -  Free delivery with or without minimal amount (94% of US players Vs. 68% for Europe). -  Longer window for product return (47% of US players allow product return after 30 days Vs. 11% for Europe). -  Wider availability of customer service: 80% of US players’ customer service are available on Sundays (Vs. 31% for Europe), 78% are open after 8PM (Vs. 25% for Europe) and 58% are available 24/7 (Vs. 11% for Europe). -  Personalization of website (17% of US players Vs. 9% for Europe) -  More return in store (67% of US players with stores Vs.44% for Europe). -  More exchange in store (56% of US players with stores Vs. 42% for Europe) -  In-store product availability feature on the site (42% of US players with stores Vs. 37% for Europe). -  Barcode scan through mobile App (36% of US players with stores Vs. 30 % for Europe). -  In-store features on mobile such as information, maps and promotional offers once shopper is in store (14% of US players with stores vs. 0 to 2% in Europe). -  Online magazines and blogs (66% of US players with stores Vs. 58% for Europe) and inspirational images (60% of US players with stores Vs. 44% for Europe). 10 US players still dominate in the implementation of innovative features
  11. 11. Sectors take away Some strengths & weaknesses in each sector •  As in 2014, the Fashion sector emerges as the winner (50% of the top 20), followed by Multi-sector players such as John Lewis, Amazon, Macy’s (20% of the top 20) and Luxury players (4 players in the top 20). •  There is potential optimization in Electronics (1 player in the top 20) and Beauty players (1 player in the Top 20). ©iVentures Consulting 2015 11 •  Inspirational images, blogs and online magazines •  Sophisticated merchandising ST REN GT HS WEAKNESSES F a s h i o n M u l t i - s e c t o r •  M-commerce App •  Personalization on website and mobile •  Product return time •  Reassuring information on the site (about delivery, return etc.) •  Omnichannel features (return in stores, click and collect, connected devices in store) •  Quality of multiproduct presentation •  Highlight of online help •  Quality of the package •  Personalization on website and mobile •  Omnichannel features (connected devices in stores…) L u x u r y •  Inspirational images, blogs and online magazines or blogs •  Sophisticated merchandising •  Highlight of online help and reassuring information (about delivery, return etc) •  Quality of the package •  M-Commerce App •  Authorized time frame for product return •  Omnichannel features (Click and collect, return in stores, connected devices in store) •  Editorial tips/ content •  Quality of the package B e a u t y •  M-Commerce App •  Personalization on website and mobile •  Free product return •  Omnichannel features (click and collect and return in stores) O t h e r s ( E l e c t r o n i c s , B o o k s , … ) •  M-commerce App •  Personalization on website and mobile •  Reassuring information on the site (about delivery, return etc.) •  Omnichannel features (return in stores and click and collect…) •  Quality of multiproduct presentation •  Highlight of online help •  Quality of the package
  12. 12. E-Commerce ecosystem evolution New design and new features don’t always mean a better ranking ©iVentures Consulting 2015 57%24% 19% New website Some changes No changes •  46% of the analyzed players have a specific UI for the US and Europe. •  The trend points to an increased number of region-specific UIs (+ 30% in 1 year). E-Commerce ecosystem evolution in 1 year 46%54% Specific UI Same UI +30% In 1 year-30% In 1 year 12 •  81% of the analyzed players have partially changed (24%) or totally changed (57%) their website in the last 12 months. •  However, 56% of these players have decreased their rankings in the eShopper Index. •  Many companies tend to focus on design rather than satisfy eShopper’s basic expectations (reassurance, omnichannel services etc.).
  13. 13. 6 trends emerge from the eShopper Index 13 Mobile Content marketing •  M-Commerce App is now a reality with 50% of the players with an iOS app (+6% Vs. 2014) and 37% on Android (+0% Vs. 2014). •  Mobile innovations mainly concern In-store features such as payment, special offers to be redeemed in store, In-store information (map, news, events …), contact a sales person etc. •  Some players are more and more transparent about product’s components (Saks, Burberry, Kiehl’s , Sephora etc…), country of origin (Zappos, Burberry, Gucci etc.) and pricing (Everlane’s positioning “Customers have the right to know what their products cost to make”). •  New features and contents are product video (32%) and availability of the product in store (30%). Product page •  Content marketing (inspirational images, editorial/ tips section(s) and online magazine or blog) is key to generate eShop traffic. More than 50% of the analyzed players create Content marketing. •  Inspirational images (Coach, Burberry etc.) and brand online magazines or blogs (such as Style insider magazine by Harrods, etc.) are a priority in Luxury and Fashion sectors. •  Beauty tends to prefer beauty tips (Lancôme, L'Oréal Paris, Shiseido etc.) •  Retailers focus on reviews, recommendations and tips to customers through a consumer magazine or section (Auchan and Fnac).
  14. 14. 6 trends emerge from the eShopper Index Omnichannel •  Omnichannel services such as Click & Collect (39% of players with stores), Return in store (52%) and Exchange in store (48%) are still must have, but less than half of the players have implemented these features. •  Omnichannel innovations concern features and services such as Book an appointment in store (19%), Reserve & collect (9%), Connected devices in store to check product availability and / or place an order (9%) as well as In-store mobile features (ie. Mobile p13). •  Personalization based on purchase and browsing remains among the top trends, even though it is rarely proposed. It appears mostly on websites (13%), and remains rare on newsletters (8%) and mobile (4%) •  Electronics and Multi-sector players are the most active (Amazon, Best Buy, Fnac, 3Suisses etc.). American players are the most advanced, especially Amazon that continues to enjoy its first mover advantage. ©iVentures Consulting 2015 Online marketing & personalization 14 Delivery •  New and faster delivery options tend to appear: 1-hour delivery (Amazon in NYC and Everlane in San Francisco), 3-hours delivery (Hermès in Paris), Amazon Locker in the US, Click and collect in 1 hour (Fnac), Reserve & collect in 1 hour (Barnes & Noble) etc.
  15. 15. 2015 Winners ©iVentures Consulting 2015 +66* Vs. 2014 Website partially changed Biggest jump +115* 15 #1 #7 Out of 111 New website Out of 111 * In the eShopper Index 2014, Saks’ ranking was 67 out of 130 analyzed players and 3 Suisses’ ranking was 122 out of 130.
  16. 16. 2015 Losers ©iVentures Consulting 2015 #111* out of 111 New website Worst crash -65* 16 #90 out of 111 New website Flop * In the eShopper Index 2014, Prada’s ranking was 126 out of 130 analyzed players and Sears’ ranking was 25 out of 130.
  17. 17. Table of contents ©iVentures Consulting 2015 1. 2015 eShopper Index 2. Executive summary 3. Rankings 4. Performance analysis of the eShopper experience: key figures, key learnings, best and worst practices 17
  18. 18. Overall Ranking ©iVentures Consulting 2015 The eShopper customer journey is overall smooth from start to follow up. Champion The eShopper customer journey is nearly perfect but still shows some breaches. Challenger The purchase can be made but there are real breaches in the customer journey despite some very carefully carved steps. Diligent Too many breaches in many steps of the eShopper customer journey. Feeble Top 10 11 to 50 51 to 100 18 Identification of 4 major categories 101 to 111
  19. 19. Overall Ranking ©iVentures Consulting 2015 Rank ‘15 Company name Vs. ‘14 HQ Category Performance Score /100Before During After 1 SAKS FIFTH AVENUE +66 USA Champion 81.31 2 ZAPPOS +0 USA Champion 80.74 3 JOHN LEWIS +15 EUR Champion 80.70 4 NET-À-PORTER +0 EUR Champion 79.55 5 NEIMAN MARCUS +83 USA Champion 79.51 6 BURBERRY +27 EUR Champion 79.30 7 3 SUISSES +115 EUR Champion 78.45 8 KATE SPADE +5 USA Champion 78.32 9 NORDSTROM -1 USA Champion 77.55 10 HARRODS +4 EUR Champion 77.49 11 ASOS +15 EUR Challenger 76.41 12 SEPHORA +0 EUR Challenger 75.95 13 ZALANDO -12 EUR Challenger 75.61 14 FNAC +6 EUR Challenger 75.22 15 AMAZON -12 USA Challenger 74.29 16 MACY’S +14 USA Challenger 74.28 17 TARGET -6 USA Challenger 74.22 18 SARENZA -2 EUR Challenger 74.18 19 RALPH LAUREN -9 USA Challenger 73.86 20 NIKE +9 USA Challenger 73.72 19 Smooth eShopper journey. Needs little improvements Few breaches in the eShopper journey. Needs some improvements Many breaches in the eShopper journey. Room for improvements
  20. 20. Overall Ranking ©iVentures Consulting 2015 Rank ‘15 Company name Vs. ‘14 HQ Category Performance Score /100Before During After 21 SELFRIDGES & CO +28 EUR Challenger 73.68 22 MARKS & SPENCER -13 EUR Challenger 73.53 23 LA REDOUTE -4 EUR Challenger 73.35 24 DARTY +30 EUR Challenger 73.21 25 J.CREW +73 USA Challenger 73.18 26 WALMART +2 USA Challenger 73.01 27 MENLOOK / EUR Challenger 72.74 28 LOUIS VUITTON +30 EUR Challenger 72.73 29 FAB -22 USA Challenger 72.63 30 TOYS’R’US +34 USA Challenger 72.40 31 COACH +28 USA Challenger 72.37 32 TORY BURCH -11 USA Challenger 72.11 33 SWAROVSKI +68 EUR Challenger 71.96 34 BLOOMINGDALE’S -17 USA Challenger 71.73 35 GALERIES LAFAYETTE / EUR Challenger 71.51 36 JIMMY CHOO / USA Challenger 71.50 37 FOOT LOCKER / USA Challenger 71.49 38 BEST BUY +34 USA Challenger 71.48 39 FARFETCH +23 EUR Challenger 71.47 40 TIFFANY & CO +10 USA Challenger 71.22 20 Smooth eShopper journey. Needs little improvements Few breaches in the eShopper journey. Needs some improvements Many breaches in the eShopper journey. Room for improvements
  21. 21. Overall Ranking ©iVentures Consulting 2015 Rank ‘15 Company name Vs. ‘14 HQ Category Performance Score /100Before During After 41 CLARINS -19 EUR Challenger 71.11 42 BARNEYS NEW YORK +36 USA Challenger 71.07 43 MARIONNAUD +52 EUR Challenger 71.02 44 CLINIQUE -29 USA Challenger 70.97 45 MICHAEL KORS +38 USA Challenger 70.92 46 YOOX -14 EUR Challenger 70.49 47 ESTEE LAUDER -13 USA Challenger 70.41 48 LACOSTE -42 EUR Challenger 70.19 49 H&M -22 EUR Challenger 70.12 50 BARNES & NOBLE -19 USA Challenger 70.05 51 ADIDAS -27 EUR Diligent 69.95 52 GAP -47 USA Diligent 69.89 53 ZARA +3 EUR Diligent 69.09 54 BONOBOS -9 USA Diligent 68.86 55 DECATHLON -13 EUR Diligent 68.75 56 GIORGIO ARMANI +63 EUR Diligent 68.47 57 EVERLANE / USA Diligent 68.10 58 BIOTHERM / EUR Diligent 67.89 59 JUSTFAB -21 USA Diligent 67.68 60 BENEFIT COSMETICS -3 USA Diligent 67.41 21 Smooth eShopper journey. Needs little improvements Few breaches in the eShopper journey. Needs some improvements Many breaches in the eShopper journey. Room for improvements
  22. 22. Overall Ranking ©iVentures Consulting 2015 Rank ‘15 Company name Vs. ‘14 HQ Category Performance Score /100Before During After 61 MYTHERESA -26 EUR Diligent 67.27 62 MARC JACOBS -9 USA Diligent 67.18 63 L’OREAL PARIS +8 EUR Diligent 66.76 64 NASTY GAL -1 USA Diligent 66.72 65 YVES ROCHER -19 EUR Diligent 66.49 66 ESPRIT +10 EUR Diligent 66.28 67 LEVI’S -30 USA Diligent 66.11 68 CHANEL -29 EUR Diligent 65.98 69 CELIO -18 EUR Diligent 65.90 70 DELL +26 USA Diligent 65.88 71 URBAN OUTFITTERS / USA Diligent 65.74 72 NOCIBÉ +10 EUR Diligent 65.68 73 ETAM / EUR Diligent 65.66 74 WALGREENS / USA Diligent 65.65 75 SHISEIDO / ASIA Diligent 65.61 76 PIXMANIA -3 EUR Diligent 65.58 77 BOOTS / EUR Diligent 65.29 78 ARGOS +19 EUR Diligent 65.19 79 AMERICAN APPAREL -2 USA Diligent 64.53 80 MAC COSMETICS -28 USA Diligent 64.51 22 Smooth eShopper journey. Needs little improvements Few breaches in the eShopper journey. Needs some improvements Many breaches in the eShopper journey. Room for improvements
  23. 23. Overall Ranking ©iVentures Consulting 2015 Rank ‘15 Company name Vs. ‘14 HQ Category Performance Score /100Before During After 81 FEELUNIQUE / EUR Diligent 63.74 82 KIEHL’S / USA Diligent 63.71 83 TOPSHOP -8 EUR Diligent 63.63 84 PUMA - 36 EUR Diligent 63.02 85 VESTIAIRE COLLECTIVE -5 EUR Diligent 63.01 86 AUCHAN -63 EUR Diligent 62.67 87 GILT -51 USA Diligent 62.60 88 HUGO BOSS -48 EUR Diligent 62.31 89 HERMES -2 EUR Diligent 62.29 90 SEARS -65 USA Diligent 62.03 91 CHRISTIAN LOUBOUTIN / EUR Diligent 61.34 92 KIKO COSMETICS / EUR Diligent 60.96 93 CARTIER / EUR Diligent 60.73 94 HOMEBASE +24 EUR Diligent 60.66 95 APPLE -29 USA Diligent 60.37 96 DIOR PARFUMS +21 EUR Diligent 60.34 97 LONGCHAMP -5 EUR Diligent 60.12 98 TOMMY HILFIGER -28 EUR Diligent 59.39 99 E.L.F. / USA Diligent 58.54 100 DOLCE & GABBANA +23 EUR Diligent 57.97 23 Smooth eShopper journey. Needs little improvements Few breaches in the eShopper journey. Needs some improvements Many breaches in the eShopper journey. Room for improvements
  24. 24. Overall Ranking ©iVentures Consulting 2015 Rank ‘15 Company name Vs. ‘14 HQ Category Performance Score /100Before During After 101 IKEA +28 EUR Feeble 57.89 102 GUCCI -8 EUR Feeble 57.48 103 BACCARAT -17 EUR Feeble 54.28 104 SAINT LAURENT +5 EUR Feeble 53.56 105 GUERLAIN -20 EUR Feeble 53.55 106 CALVIN KLEIN -41 USA Feeble 51.29 107 C&A / EUR Feeble 49.68 108 VENTE PRIVEE -3 EUR Feeble 49.11 109 CARREFOUR -2 EUR Feeble 46.99 110 LANCÖME -8 EUR Feeble 46.38 111 PRADA +15 EUR Feeble 42.47 24 Smooth eShopper journey. Needs little improvements Few breaches in the eShopper journey. Needs some improvements Many breaches in the eShopper journey. Room for improvements
  25. 25. Fashion ranking 1 2 3 4 5 6 7 8 9 10 11 ©iVentures Consulting 2015 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 25 60% of the top 10 players are pure players
  26. 26. Luxury ranking 1 2 3 4 5 6 7 8 9 10 ©iVentures Consulting 2015 11 12 13 14 15 16 17 18 19 20 21 26 Among the top 10 players, 4 US and 4 UK companies
  27. 27. Beauty ranking 1 2 3 4 5 6 7 8 9 10 ©iVentures Consulting 2015 11 12 13 14 15 16 17 18 19 20 27 Among the top 10, 30% US companies , 70% French companies
  28. 28. Multi-sector ranking 1 2 3 4 5 6 7 8 ©iVentures Consulting 2015 9 10 11 12 13 14 15 28 For the 1st time since 2013, the top multi-sector player is a brick & click
  29. 29. 6 7 8 9 10 11 Others ranking* 1 2 3 4 5 ©iVentures Consulting 2015 29 Among the top 5, 3 US companies and 2 French companies * Other sectors: Electronics, Books, Toys, Design & Furniture
  30. 30. Omnichannel ranking* 1 2 3 4 5 ©iVentures Consulting 2015 30 6 7 8 9 10 Among the top 10, 9 retailers and only 1 brand * 82 of the 111 analyzed players have physical stores
  31. 31. Table of contents ©iVentures Consulting 2015 1. 2015 eShopper Index 2. Executive summary 3. Rankings 4. Performance analysis of the eShopper experience – key figures, key learnings, best and worst practices 31
  32. 32. Performance analysis of the eShopper journey ©iVentures Consulting 2015 Omnichannel Online marketing & personalization Before purchase During purchase After purchase 32
  33. 33. Performance analysis of the eShopper journey ©iVentures Consulting 2015 Omnichannel Online marketing & personalization During purchase After purchaseBefore purchase 33
  34. 34. 1st step of the eShopper purchasing process ©iVentures Consulting 2015 Evaluate & Consider •  Determined •  Unsure PR OFIL E •  Look for information & inspiration •  Browse •  Compare •  Form an opinion •  Evaluate options and offers INT ENTI ON •  Clarity •  Transparency •  Inspiration •  Advices & tips •  Efficiency regarding time spent •  Similar experience to shop window NEEDS •  Price •  Best offer •  Added value •  Customer Experience •  Easy to use KPI 34 BEFORE PURCHASE
  35. 35. 5 sub-steps under scrutiny ©iVentures Consulting 2015 BEFORE PURCHASE Mobile Content marketing Social media User Interface Product page 35
  36. 36. 5 sub-steps under scrutiny ©iVentures Consulting 2015 BEFORE PURCHASE Mobile Content marketing User Interface Product page Social media 36
  37. 37. KEY INSIGHT Key figures ©iVentures Consulting 2015 99% 95% 100% 74% 86% 89% 91% 0% 25% 50% 75% 100% Facebook Twitter Youtube Instagram Blog Pinterest Google+ Presence on social media platforms Main activities on Facebook and Twitter +23% +12% SOCIAL MEDIA 45% 33% 85% 74%70% 95% 0% 25% 50% 75% 100% Facebook Twitter Special offers / Deals Product highlight Customer service •  Even as a ghost town, Google + remains an efficient SEO/SEM tool. Brands are attracted by the free Google search highlight of their Google + posts. •  Instagram and Pinterest are the best inspirational social platforms to highlight and stage products. •  Facebook and Twitter are mainly used to highlight product and as customer service channels. Communication on special offers and deals is not frequent. Google + and Instagram share the best growth in brand presence over 1 year 37 +0% +1% +2% +12% +12% +4% +23%
  38. 38. Key learnings ©iVentures Consulting 2015 SOCIAL MEDIA •  Presence on Facebook, Twitter, Youtube Pinterest, Instagram and Google+. •  Usage as a marketing tool on FB, Twitter, Youtube to highlight products with links to the eShop. •  Usage as a marketing tool on Instagram and Pinterest to highlight inspirational images of products (with links to the eShop for Pinterest). •  Usage as a free SEO/ SEM tool on Google+ to highlight posts on search results. •  Usage as a Customer service tool on Twitter to respond to any customer enquiries. BA SICS DIFFERENTIATORS GOODIES •  Contests. •  Social games. •  Interactive quizzes. Example of Kate Spade’s post on Facebook •  Usage as a marketing tool on Facebook and Twitter to highlight deals, special offers and exclusivities with links to the eShop. •  Usage as a Customer service tool on Facebook to respond to customer enquiries. 38
  39. 39. Best practice ©iVentures Consulting 2015 SOCIAL MEDIA PROMOTION OF THE KATE SPADE’S LIFESTYLE •  Facebook (2M likes) -  Mainly used as a marketing tool to highlight new products, style and food guides, special offers as well as a customer service tool to respond to customer enquiries. -  “Facebook Exclusive” section to introduce special products from Kate Spade and contests. •  Twitter (797K followers) -  Mainly used as a marketing and customer service platform; very active account. •  Youtube (6K subscribers, 2.5M views) -  Video channel with product, lifestyle and campaign videos, guest stars, fashion advices, food tips and behind the scenes footage, etc. •  Instagram (977K followers) -  Highlight of products and inspirational images to promote the Kate Spade lifestyle. •  Pinterest (243K followers) -  Rich in products, lifestyle and inspirational content driving traffic to the eShop. •  Google + (6K followers) -  Highlight of products and inspirational images, as well as fashion videos and tips. Example of Kate Spade’s post on Facebook 39 Kate Spade’s Pinterest
  40. 40. Best practice ©iVentures Consulting 2015 SOCIAL MEDIA Source : Milky, Dec. 2013 CUSTOMER ORIENTED SOCIAL MEDIA STRATEGY WITH OFFERS, EDITORIAL & CUSTOMER SERVICE 40 •  Facebook (23M likes) -  Mainly used as as a marketing tool to highlight new products and offers as well as a customer service tool to respond to customer enquiries. •  Twitter (1.57M followers) -  Mainly used as a marketing and customer service tool. •  Youtube (62K subscribers, 26M views) -  Video channel featuring promotional and lifestyle tips •  Instagram (608K followers) -  Highlight of products and inspirational images. •  Pinterest (270K followers) -  Very rich in products, lifestyle and inspirational content driving traffic to the eShop •  Google + (530K followers) -  Highlight of products and promotions Example of Target’s post on Facebook Target’s YouTube video channel
  41. 41. Worst practice ©iVentures Consulting 2015 SOCIAL MEDIA •  Choice not to use social platforms for the Apple Store to highlight Apple’s products and answer to customer queries. -  Empty Facebook page. -  Empty Twitter account. -  No Instagram account. -  A fake Pinterest account highlighting Apple’s products and performances as well as competitors’ products and industry news. -  Only a rich Youtube video channel with product and service videos, campaigns and event reports. Apple’s Facebook page 41 NO SOCIAL COMMERCE ACTIVITY Apple’s Fake Pinterest account
  42. 42. 5 sub-steps under scrutiny ©iVentures Consulting 2015 BEFORE PURCHASE Content marketing User Interface Product page 42 Social media Mobile
  43. 43. KEY INS IGHT Key figures ©iVentures Consulting 2015 91% 51% 37% 0% 20% 40% 60% 80% 100% Mobile version iOs App Android app +4% in 1 year +6% in 1 year +0% in 1 year Mobile version Vs. M-Commerce App 55% 24% 87% 30% 82% 51% 39% 5% 80% 25% 55% 37% 0% 25% 50% 75% 100% Fashion Luxury Multi-sector Perfumes & Cosmetics Others* All sectors iOS app Android App M-Commerce app by sector 51%of all players have a M- Commerce app on iOS MOBILE Most players have a mobile version of their E-Commerce website (+4% Vs. 2014). Only half of the players provide M-Commerce Apps on iOS (+6% Vs. 2014) , and a third on Android (+0% Vs. 2014). Only a minority of the Perfumes & Cosmetics and Luxury players provide M-Commerce Apps. 43 * Other sectors: Electronics, Books, Toys, Design & Furniture
  44. 44. Key figures ©iVentures Consulting 2015 The 5 top M-Commerce features & services MOBILE 1.  Notifications 2.  Highlight of Special offers & deals 3.  Store locator 4.  Barcode scan 5.  Editorial/ Tips section and Loyalty program module 44 70% 39% 65% 11% 9% 11% 4% 14% 47% 32% 16% 91% 39% 0% 20% 40% 60% 80% 100% Special offers, deals, etc. Editorial/ Tips section Store locator Book appointment In-store info (news, events …) In-store offers Contact a sales person in-store Payment Barcode scan QR scan Product scan Notifications Loyalty program M- Commerce app features & services Players tend to provide eShoppers with more and more in-store features such as payment, special offers to be redeemed in store, In-store information (store internal map, news, events …) and contact a sales person.
  45. 45. Key learnings ©iVentures Consulting 2015 MOBILE •  User-friendly mobile version of the E-Commerce site including: -  A store locator (for players with stores). -  Highlight of special offers & deals (except in Luxury). -  Highlight of products. •  User-friendly M-Commerce app on iOS including: -  A store locator (for players with stores). -  A barcode scan (for players with stores). -  Special offers & deals (except in Luxury). -  Notifications to inform eShoppers about new arrivals, new collections, special offers, events etc. BA SICS DIFFERENTIATORS GOODIES Macy’s M-Commerce app •  User-friendly M-Commerce app on Android. •  M-Commerce app including: -  Content marketing & tips. -  Personalized contents & offers. -  Book an appointment in store. -  A loyalty program module. -  In-store features such as QR code scan, payment, In- store information & events, special offers to be redeemed and possibility to contact a sales person. 45 •  Product scan on M-Commerce app (from advertising or product itself) through augmented reality to get more information about a product and / or for visual search to see similar products in the eShop
  46. 46. Best practice ©iVentures Consulting 2015 EXCELLENT IN-STORE MOBILE SHOPPING EXPERIENCE Mobile website •  Well adapted and easy-to-use mobile website. M-commerce app on iOS and Android •  eShop -  Store and manage offers and payment options all in one place with “My Wallet”. -  Image search: take or upload a photo and search among thousands of products online to find similar products. •  Store locator -  Search by city and zip code. -  Address, opening hours, available services -  Notifications received when the closest store is open or closed. •  Omnichannel -  Check the in-store availability of a product -  Book an appointment for exclusive advice. -  Scan barcodes and QR codes for more information about products or promotions. -  Mobile offers to be redeemed in store. -  Indoor information and turn-by-turn mapping navigation. Macy’s M-Commerce home page & product review 46 Macy’s image search feature MOBILE
  47. 47. Best practice ©iVentures Consulting 2015 ADVANCED MOBILE LOYALTY PROGRAM MODULE Mobile website •  Well adapted and easy-to-use mobile website. M-commerce app on iOS and Android •  eShop -  3 ways to shop: discovery or reorder, from shop recommendations (Sephora tips & highlights) and shop inspirations (looks, tutorials etc.). •  Store locator -  Search by map or list, zip code and city. -  Address, opening hours, beauty services available and beauty tests. •  Omnichannel -  Check the in-store availability of a product -  Shop in store: barcode scan to obtain information, ratings and reviews for any product. -  Ability to book an appointment in store for advice. -  Ability to flash the “beauty insider” card (loyalty card) to earn and redeem points in store, save it to use in-store, keep track of account status and get exclusive offers, products and promotions. -  In-store notifications on current offers. -  Payment in store via Apple Pay in all Bay Area stores and the Lexington store in NYC. Sephora to go’s M-Commerce app home page 47 Sephora to go’s loyalty card (Beauty Insider) MOBILE
  48. 48. Worst practice ©iVentures Consulting 2015 •  No mobile version of the website: redirects eShoppers to the current website version, very long to load and not adapted to a discovery and shopping experience. •  No M-Commerce app. 48 NO MOBILE INITIATIVE MOBILE Guerlain.com on mobile
  49. 49. 5 sub-steps under scrutiny ©iVentures Consulting 2015 BEFORE PURCHASE Content marketing Product page 49 Social media Mobile User Interface
  50. 50. Key figures Quality of the user interface (Simplicity, responsiveness, readability) Players tend to develop more and more user interfaces that differ the US and in Europe (2015 vs. 2014). High quality UI is now provided by most players. However, highlighting of customer service and reassuring information such as delivery, return etc. remains rare. 50 32% 46% 22% Very easy Easy Difficult European UI Vs. American UI Reassurance 31% 23% 82% 0% 30% 60% 90% Permanent visibility & highlight of customer service from any page Permanent visibility & highlight of reassuring information* Presence of an online help USER INTERFACE KEY INS IGHT 80%of players provide a good quality user interface 46%54% Specific UI Same UI +30% In 1 year -30% In 1 year * Payment, delivery, return etc.
  51. 51. Key figures ©iVentures Consulting 2015 USER INTERFACE 51 Quality of landing pages by sector 55% 43% 0% 0% 0% 30% 45% 57% 100% 100% 100% 70% 93% 81% 93% 65% 91% 86% 0% 20% 40% 60% 80% 100% Fashion Luxury Multi-sector Perfumes & cosmetics Others* All sectors Sophisticated merchandising / multiproduct presentation Basic merchandising / multiproduct presentation Filters Fashion and Luxury are the only sectors to have a sophisticated merchandising on their landing pages Filters are proposed by all sectors but more rarely in Perfumes & Cosmetics. * Other sectors: Electronics, Books, Toys, Design & Furniture
  52. 52. Key learnings ©iVentures Consulting 2015 USER INTERFACE •  Fast navigation bar covering 3 levels of information: access to all departments, categories and sub-categories all along the customer journey. •  Home page highlighting offers, new products, collections etc. •  Landing page with basic merchandising, and smart filters including product category, price, color, size, … •  Easy-to-use search engine with pre-suggestions and quality results and smart filters. •  Store locator, easy-to-find and to use with search by city and zip code, basic information on each store (address, opening hours, amenities, etc...). •  Presence of online help or FAQ. BA SICS DIFFERENTIATORS John Lewis’ navigation bar •  Inspirational images highlighted on home page (New arrivals, New collection, Shop now, …). •  Landing page with sophisticated merchandising staging product in more inspirational style. •  Personalized product recommendations based on previous browsing and purchases. •  Permanent visibility and highlight of Customer service and reassuring information about delivery, return etc. from any page. •  List of viewed items available all along the customer journey. •  Store locator, easy-to-find and to use with richer content for each store (photos, store-specific events and promotions, available product categories, etc.). 52
  53. 53. Best practice ©iVentures Consulting 2015 •  Navigation -  Highlight of new arrivals, top sellers, etc., and get inspiration and advice from the home page. -  Very easy-to-use navigation bar with direct access on roll over to sections/ departments, product categories and sub-categories. -  Intuitive search engine with sophisticated filters. -  Visibility of last-viewed products and recommendations based on previous browsing. •  Landing page merchandising -  Price match section where customers can check how much they will save compared to competitors’ prices. -  Presence of sophisticated filters and product reviews on the landing page. •  Store locator -  Maps and directions, opening hours and events. -  Click & collect information available. •  Reassuring information -  Permanent visibility and highlight of customer service from any page. -  Permanent visibility and highlight of reassuring information (delivery, return etc.). -  Presence of online help / FAQ. John Lewis’ home page 53 John Lewis’ navigation bar USER INTERFACE FRIENDLY & REASSURING USER INTERFACE
  54. 54. Best practice ©iVentures Consulting 2015 FRIENDLY & REASSURING USER INTERFACE •  Navigation -  Very easy-to-use navigation bar with direct access on roll over to sections/ departments, product categories and sub-categories. -  Highlight of new collections, best sellers, currents best offers, top sellers, top offers on the homepage. -  3 clicks from home page to product presentation page. -  Personalized product recommendations based on previous browsing and purchases. -  Presence of an intuitive search engine with sophisticated filters. •  Landing page merchandising -  Sophisticated landing page with filters available -  Possibility to change the color of a product and get a quick product view from the landing page. •  Reassuring information -  Permanent visibility and highlight of customer service from all pages. -  Permanent highlight of reassuring information. -  Presence of online help and FAQ. 3 Suisses’ home page 54 3 Suisses’ navigation bar USER INTERFACE
  55. 55. Worst practice ©iVentures Consulting 2015 •  User interface not intuitive & slow navigation process -  Needs to go back to the menu icon to access the navigation bar. -  Requires too many clicks to access to sections, product categories and subcategories then product (5 clicks from pre-home page to product page). •  No reassuring information about -  Customer service. -  Delivery, return etc. 55 USER INTERFACE NOT FRIENDLY AND NOT REASSURING USER INTERFACE Prada’s pre-home page Prada’s e-store home page with a step by step navigation
  56. 56. 5 sub-steps under scrutiny ©iVentures Consulting 2015 BEFORE PURCHASE Product page 56 Social media Mobile User Interface Content marketing
  57. 57. KEY INS IGHT Key figures ©iVentures Consulting 2015 65% 50% 61% 0% 20% 40% 60% 80% Inspirational images (campaign, lifestyle, still life, etc.) Editorial /tips section(s) Online magazine or blog Main Content marketing activities Content marketing activities by sector 65%of players inspire their customers through images staging their products Luxury, Fashion, Perfumes & Cosmetics are the most active sectors using Content marketing through inspirational images, Editorial/ tips section(s) and online magazine or blog to inspire and advise customers and generate traffic to eShop. 57 * Other sectors: Electronics, Books, Toys, Design & Furniture 91% 86% 27% 40% 0% 65% 57% 33% 33% 75% 36% 50% 64% 62% 60% 55% 64% 61% 0% 20% 40% 60% 80% 100% Fashion Luxury Multi-sector Perfumes & cosmetics Others* All sectors Inspirational images (campaign, lifestyle, still life etc.) Editorial /tips section(s) online magazine or blog CONTENT MARKETING
  58. 58. Key learnings ©iVentures Consulting 2015 •  Looks (in Fashion and Cosmetics) BA SICS DIFFERENTIATORS GOODI ES Shop the shoot on Style Insider, Harrods’ fashion magazine •  Presence of inspirational images (campaign, lifestyle, still life, etc.) on home and landing pages •  Presence of Editorial / tips section(s) and highlight on home page with inspirational images and/ or videos (campaigns, tutorials, lookbooks etc.) and links to product pages •  Presence of a brand magazine or a blog with links to product pages to inspire and/ or advise customers with links to product pages 58 •  Advices / tests modules with questions •  Make up app and game (in cosmetics) CONTENT MARKETING
  59. 59. Best practice ©iVentures Consulting 2015 RICH AND INSPIRATIONAL STYLE INSIDER MAGAZINE •  Online fashion magazine News -  News: access to all new fashion and beauty products, fashion events and in-store events. -  Top 5: a best-of section with the best new products. -  Trends: the best of celebrities fashion, style personalities and street style pictures. -  Interviews: celebrities, designers and fashion personalities. -  Fashion shows: summaries of fashion shows. -  Beauty buzz: new arrivals, make-up tips, tutorials and celebrities’ updates. -  Fashion shoots: get a quick look at shoots and shop products. -  Harrods magazine: a direct link to the store’s high-end online fashion magazine. -  Inside the studio: get an insider look at Britain's most talented fashion designers. Style Insider Magazine’s home page 59 Shoppable products on the Fashion shoots section CONTENT MARKETING
  60. 60. Best practice ©iVentures Consulting 2015 RICH ONLINE CONSUMER MAGAZINE •  The magazine “Les conseils de nos experts” (Experts’ tips & recommendations) provided by store experts to help customers in their shopping experience -  Covers over 15 categories of Fnac products (from high tech to comics). -  Benchmarks similar products. -  Tests, rates and reviews of products. -  Video tutorials and tips. -  Highlight of a selection of best products in every category. -  Expert presentations (profile picture, area of expertise) and published articles. -  ‘L’Atelier des chefs’: recipes and cooking tip videos from chefs. -  ‘Fnac gaming’ : Watch video game shows every month. -  Etc. Fnac’s consumer magazine home page 60 Example of camera ranking made by a Fnac expert CONTENT MARKETING
  61. 61. Worst practice ©iVentures Consulting 2015 •  No consumer sections or magazine with reviews, tips & recommendations sections provided by experts. 61 NO CONTENT MARKETING STRATEGY Amazon’s home page CONTENT MARKETING
  62. 62. 5 sub-steps under scrutiny ©iVentures Consulting 2015 BEFORE PURCHASE 62 Social media Mobile User Interface Content marketing Product page
  63. 63. Key figures ©iVentures Consulting 2015 63 +30% -30% PRODUCT PAGE KEY INS IGHT Only 39%of players highlight an online help feature on the product page 93% 91% 97% 52% 84% 32% 89% 30% 59% 39% 82% 55% 52% 48% 89% 47% 70% 0% 20% 40% 60% 80% 100% Product qualitative description Product technical description High quality product images Multiple view images of single product Product zoomProduct video (demo, tips etc.) Detailed option list In-store product availability Highlight of reassuring information (delivery, return etc.) Highlight of Online help (chat or customer service) Up / cross selling Customer reviews Customer ratings Facebook Like Share on social platforms Share by email Add to wish list Product page characteristics The 5 top features & contents of a product page 1.  Good image quality. 2.  Product qualitative description. 3.  Product technical description (specifications, ingredients etc.). 4.  Detailed option list (color, size etc.). 5.  Share on social platforms. New features and contents are multi angle views of product, product video and in-store product availability.
  64. 64. Key learnings ©iVentures Consulting 2015 PRODUCT PAGE •  Content: -  High quality product images. -  Product qualitative description. -  Product technical description (ingredients, specifications etc.). -  Detailed option list (Size, color etc.). •  Features: -  Product zoom. -  Up / cross selling. •  Reassuring information: -  Customer reviews & ratings (except Luxury). BA SICS DIFFERENTIATORS GOODIES Saks’ product page •  Content: -  Multiple view images of single product. -  Product video (demo, tips etc.). -  Transparency about products (origin, fabric/ ingredients, pricing etc.) •  Feature: in-store product availability. •  Reassuring information: -  Highlight of delivery, return etc. -  Highlight of Online help (chat or customer service).. 64 •  Share on social platforms and by email as well as Facebook like. •  Add to wish list / favorites.
  65. 65. Best practice ©iVentures Consulting 2015 RICH AND REASSURING PRODUCT PAGE •  Merchandising -  Detailed qualitative and technical product description. -  Video of the model wearing the product automatically played; multi-angle views of the worn product and zoom to see the texture. -  Detailed option lists and size guide. •  Up / Cross selling -  “Complete the look”. -  Similar products also seen by other customers. •  Omnichannel service -  Check in-store product availability. •  Social & Wishlist -  Customers reviews and ratings. -  Share products on social platforms or via email. -  Q&A features allowing customers to ask questions to customers who already bought the product. -  Add to wishlist. •  Reassuring information -  Pop-up live chat with a specialist after a few minutes spent on the website. -  Highlight of shipping and return information. -  Highlight of customer service and online help. 65 Saks’s product page PRODUCT PAGE
  66. 66. Best practice ©iVentures Consulting 2015 RICH AND REASSURING PRODUCT PAGE •  Merchandising -  Extremely deep qualitative and technical product description. -  High quality pictures with zoom and multi-angle views of the product. -  Advice and services related to the product. -  Ability to compare products. -  Detailed options list. •  Up / Cross selling -  Similar products also seen by other customers. -  Products ultimately purchased by customers. -  Related accessories. •  Omnichannel service -  Check in-store product availability. -  Click & Collect. •  Social & Wishlist -  Customer reviews and ratings with pros and cons. -  Add to wishlist. •  Reassuring information -  Customer service permanently highlighted. -  Pop-up live chat to help customers. Darty’s product page 66 PRODUCT PAGE Darty’s product page
  67. 67. Worst practice ©iVentures Consulting 2015 •  Limited description and images of the product. •  No reassurance (customer service, information about delivery, return etc.). 67 VERY POOR PRODUCT PAGE Hermes’ product page PRODUCT PAGE
  68. 68. Performance analysis of the eShopper journey ©iVentures Consulting 2015 Omnichannel Online marketing & personalization During purchase After purchaseBefore purchase 68
  69. 69. 2nd step of the eShopper purchasing process ©iVentures Consulting 2015 Buy •  Determined PR OFIL E •  Place the order •  Customize the order (present, different delivery…) •  Get answers to questions if required INT ENTI ON •  Quick and secured payment •  Intuitive process •  Reassurance •  Flexibility •  Easy experience NEEDS •  Step by step process •  Consistency •  Customer Service performance (response rate, answering time…) KPI 69 DURING PURCHASE
  70. 70. 3 sub-steps under scrutiny ©iVentures Consulting 2015 DURING PURCHASE 70 Customer serviceSales funnel Newsletter
  71. 71. 3 sub-steps under scrutiny ©iVentures Consulting 2015 DURING PURCHASE 71 Customer service NewsletterSales funnel
  72. 72. Key figures ©iVentures Consulting 2015 Length of the sales funnel from shopping bag to order confirmation 72 56% 31% 13% Short Medium Long +30% -30% Shopping bag content 100% 44% 77% 50% 63% 0% 20% 40% 60% 80% 100% Order summary Delivery time Delivery cost Up/Cross selling Promotional code SALES FUNNEL KEY INS IGHT +40%of players improved their sales funnel by reducing the number of steps involved +41% in 1 year -30% in 1 year -11% in year •  Players tend to increasingly simplify the sales funnel to improve the customer experience. +41% of the players shortened it in 1 year. •  In the shopping bag: -  Most players provide delivery cost and promotional code. -  Only less than half of players provide the delivery date and up/ cross selling
  73. 73. Key figures ©iVentures Consulting 2015 Reassuring information by sector Free delivery by region SALES FUNNEL •  Perfumes & Cosmetics, Fashion and Luxury players strongly emphasize online help (delivery, return, etc.). •  However, the sales funnel for most sectors lacks in reassuring information. •  94% of US players provide free delivery (with/without minimum amount) vs. only 68% of European players. •  4 players out of 5 propose more than 3 payment options. Number of payment options 2% 18% 80% 1 mode 2-3 modes >3 modes 6% 33% 22% 64% 30% 44% 30% 37% 34% 0% 20% 40% 60% 80% 100% USA Europe All Regions Free delivery w/o min. amount Free delivery with min. amount No free delivery 73 55% 57% 47% 55% 45% 53% 73% 67% 40% 75% 45% 65% 0% 20% 40% 60% 80% Fashion Luxury Multi-sector Perfumes & Cosmetics Others* All sectors Highlight of reassuring information to encourage purchasing Highlight of Online help (chat or customer service) * Other sectors: Electronics, Books, Toys, Design & Furniture
  74. 74. Key figures ©iVentures Consulting 2015 Diversity of delivery options by region SALES FUNNEL •  Half of players propose more than 2 delivery options. European sites propose more delivery options (>2 options) than American sites (64% of US players propose one delivery mode only). •  Standard delivery and 24-hour delivery are the most common options. •  1 player out of 4 provides pick-up at a closest location (mainly in Europe). •  Click & Collect (30% of all players) and Reserve & Collect (6% of all players) remain rare. 74 97% 65% 3% 27% 30% 6% 0% 20% 40% 60% 80% 100% Standard delivery 24H delivery By courier in less than 4 hours Pick up at a closest location Click & Collect Reserve & Collect Delivery options 4% 6% 5% 32% 56% 46% 64% 38% 49% 0% 25% 50% 75% 100% USA Europe All Regions 1 mode 2-3 modes >3 modes
  75. 75. Key learnings ©iVentures Consulting 2015 SALES FUNNEL •  Constant visibility of the mini shopping bag and number of items. •  Shopping bag including the order summary and shipping cost. •  Free delivery (with minimum amount). •  At least 2 delivery options: standard and express. •  At least 3 payment options. •  Order summary before and after the payment. •  Gift box and customized message. BA SICS DIFFERENTIATORS Fnac’s sales funnel •  Short sales funnel in less than 4 pages (customer account not included). •  Shopping bag also includes promotional code, up/cross selling and delivery time. •  Free delivery (without a minimum amount) •  Online help (chat or customer service) and reassuring information (payment, delivery, return etc.) highlighted all along the sales funnel. •  Additional delivery options: click & collect, pick-up at a closest location (Kiala, Amazon Lockers etc.), reserve & collect and courier in less than 4 hours. •  Additional payment options: AMEX and Paypal. •  1 click purchase feature. 75
  76. 76. Best practice ©iVentures Consulting 2015 SHORT, CLEAR AND REASSURING SALES FUNNEL Fnac’s shopping bag 76 •  Short sales funnel -  4 clear and simple steps including identification. -  Possibility to subscribe to the loyalty program. -  Presence of an order summary at the payment step. -  Gift packaging and message customizable. •  Shopping bag -  Visibility of the mini shopping bag all along the customer journey. -  Presence of the quantity added, delivery cost, and promotional code in the shopping bag. •  Delivery options -  6 options: Free Click & Collect in store in 1 hour with a 30 days time frame to pick up the product in store; Pick-up at a close location; Standard shipping; Next day shipping; Subscription to Fnac Express+ (39€/ year) for unlimited delivery in 1 day; Delivery by courier in 3 hours. •  Payment options -  9 payment options including AMEX and PayPal. •  Reassuring information -  Presence of reassuring information (payment, ...). -  Highlight of customer service and online help; Display of a pop-up chat after few minutes in the sales funnel. Fnac’s delivery by courier option SALES FUNNEL
  77. 77. Best practice ©iVentures Consulting 2015 77 SHORT, CLEAR AND REASSURING SALES FUNNEL •  Short sales funnel -  4 clear and simple steps including identification with presence of icons. -  Order summary always available on the right all along the sales funnel and after payment. -  Gift packaging and message customizable. •  Shopping bag -  Visibility of the mini shopping bag all along the customer journey. -  Presence of the quantity added, delivery cost, and promotional code in the shopping bag. •  Delivery options -  4 options: Free Click & Collect in store; Standard shipping; Next day shipping; International delivery to 60+ countries. •  Payment options -  8 payment options including AMEX and PayPal. •  Reassuring information -  Permanent highlight of customer number and online help. -  Presence of reassuring information (payment, delivery, return ....). Selfridges’ shopping bag Selfridges’ delivery options SALES FUNNEL
  78. 78. Worst practice ©iVentures Consulting 2015 •  VIP membership program option ($39.95 / month) already pre-checked by default once in the shopping bag. 78 PRE-CHECKED VIP MEMBERSHIP OPTION BY DEFAULT IN THE SHOPPING BAG Justfab’s shopping bag with pre-checked option by default SALES FUNNEL
  79. 79. 3 sub-steps under scrutiny ©iVentures Consulting 2015 DURING PURCHASE 79 NewsletterSales funnel Customer service
  80. 80. Key figures ©iVentures Consulting 2015 Customer service visibility 80 +30% -30% Contact means actually used 91% 93% 5% 30% 70% 95% 0% 20% 40% 60% 80% 100% Phone Email Click to call Chat Facebook Twitter CUSTOMER SERVICE KEY INS IGHT 50%of customer services departments are available by phone on Sunday •  Customer service sections exist and are clearly visible most of the time, but rarely highlighted (only 27% of players highlight this feature). •  Twitter, Email and Phone are the most used means of contact. •  However 2 out of 3 players do NOT have an online chat feature and 95% of the players do not offer click to call. 96% 27% 84% 0% 20% 40% 60% 80% 100% Presence of a customer service contact section Highlight of a customer service contact section Clarity of the customer service contact section
  81. 81. Key figures ©iVentures Consulting 2015 Quality of customer service response •  US players perform far better than Europeans in terms of customer service availabilities: 24/7, on Sunday, after 8pm and in providing a free number. •  Quality of the customer service response is the highest by phone (89%), chat (81%) and click to call (83%). Response by email and Facebook tend not to be as good (70%), but still better than on Twitter (40%). 12% 30% 17% 18% 30% 60% 42% 26% 40% 46% 36%46% 44% 83% 42% 24% 4% 0% 20% 40% 60% 80% 100% Phone Email Click to call Chat Facebook Twitter Very good Good Poor 81 CUSTOMER SERVICE 80% 78% 59% 93% 15% 31% 25% 11% 66% 12% 51% 47% 31% 77% 14% 0% 20% 40% 60% 80% 100% By phone available on Sunday By phone available after 8pm By phone - 24/7 availability Free number Leaving message outside of opening hours USA Europe All regions Customer service – Availability by region
  82. 82. Key figures ©iVentures Consulting 2015 Customer service response time by Email, Facebook and Twitter •  The response time of the customer service is better on social platforms (Facebook, Twitter) as well as click to call and chat. •  Telephone and email have the worst response time. 82 CUSTOMER SERVICE Customer service response time by phone, click to call and chat 49% 17% 21% 49% 33% 43% 2% 50% 36% 0% 20% 40% 60% 80% 100% Phone Click to call Chat Time > 30s Time from 10 to 30s Time <10 52% 31% 45% 11% 18% 4% 37% 51% 51% 0% 20% 40% 60% 80% 100% Email Facebook Twitter < 4h 4h to 8h >9h
  83. 83. Key learnings ©iVentures Consulting 2015 CUSTOMER SERVICE •  Presence and clarity of a customer service contact section. •  Main means of contact: telephone, Twitter, email, Facebook •  Free telephone number. •  Availability all week: 8am/ 9am to 6pm/ 7pm. BA SICS DIFFERENTIATORS GOODIES Burberry’s contact page •  The customer service contact section is highlighted all along the customer journey. •  Additional means of contact: chat and click to call. •  Proactive pop-up chat at specific stages of the customer journey (ie > 1 minute on the Product Page of an expensive product). •  More availability: -  Ideally 24/7. -  At least after 8pm and on Sunday. •  Possibility to leave a message outside of opening hours. •  Satisfaction survey after using Customer Service. •  Highlight of an online virtual advisor. 83
  84. 84. Best practice ©iVentures Consulting 2015 84 HIGH QUALITY AND EFFICIENT CUSTOMER SERVICE •  Presence and clarity of the customer service contact page. •  5 ways to contact customer service -  Phone. -  Email. -  Click to call. -  Chat. -  Twitter. •  24/7 availability. •  Good response quality using all 5 means of contact. •  Quick response time -  Phone (24 seconds). -  Email (1 hour). -  Chat (5 seconds). -  Twitter (37 min). •  Pull-down customer service menu highlighted providing all customer services -  Contact section, payment, shipping, returns, FAQ’s, appointments, live chat, and call me back. Burberry’s contact page Burberry’s click to call session CUSTOMER SERVICE
  85. 85. Best practice ©iVentures Consulting 2015 85 HIGH QUALITY AND EFFICIENT CUSTOMER SERVICE •  Presence and clarity of the customer service contact page. •  5 ways to contact customer service -  Phone. -  Email. -  Chat. -  Facebook. -  Twitter. •  24/7 availability. •  Good response quality using all 5 means of contact. •  Quick response time -  Phone (13 seconds). -  Email (less than 1 hour). -  Chat (15 seconds). -  Facebook (6 hours). •  Customer service number, live chat and help section highlighted on the website all along the customer journey. Zappos’s FAQ Zappos’s help CUSTOMER SERVICE
  86. 86. Worst practice ©iVentures Consulting 2015 86 LOW QUALITY CUSTOMER SERVICE CUSTOMER SERVICE Gucci’s only contact mean •  Customer service can only be contacted by email. •  No phone number, no chat, no click-to-call, not possibility to contact the brand via social platforms. •  Very poor customer service response quality on 2 queries made by email •  No response received to the first email, requesting details of return conditions. •  An email with questions from Gucci received following our email regarding an issue on an order, then no response following our second email with our answers.
  87. 87. 3 sub-steps under scrutiny ©iVentures Consulting 2015 DURING PURCHASE 87 Sales funnel Customer service Newsletter
  88. 88. Key figures ©iVentures Consulting 2015 Newsletter’s target Most players can optimize the newsletter subscription process (highlight of subscription, information on newsletter frequency and content, possible customization). Only 11% of the players provide a personalized newsletter (based on previous purchases and browsing). 88 17% 83% Different newsletters for Customers & Prospects Same newsletters for both Newsletter content 23% 42% 35% 5% 71% 0% 20% 40% 60% 80% Subscription highlighted on the site Customization of content possible Content of the newsletter mentioned Frequency mentioned Confirmation received after subscription NEWSLETTER KEY INS IGHT Only 17%of players send different newsletters to customers and prospects Newsletter subscription 85% 88% 11% 0% 30% 60% 90% Highlight of new collection/ products Highlight of special offers/ promotions/ deals Personalized content based on previous purchases or browsing history
  89. 89. Key learnings ©iVentures Consulting 2015 •  Same newsletter for customers and prospects. •  Receipt of a newsletter confirmation after subscription. •  Creative newsletter design. •  Content of the newsletter: highlights of new collection/ products and special offers/ promotions/ deals. •  Easy to find the unsubscribe link (both in newsletter and customer account). •  Regular mailing schedule (at least once a month, and no more than once a week). BA SICS DIFFERENTIATORS 89 NEWSLETTER •  Different newsletter for customers and prospects. •  Subscription highlighted on the site . •  Content and frequency of the newsletter mentioned at the subscription stage. •  Customization of the newsletter possible at the subscription level and / or in the customer account. •  Personalized content based on previous purchases or browsing history. •  Cross-promotion of services (Social platforms, mobile app etc...). GOODIES 89 Net-A-Porter’s newsletter subscription confirmation •  Interactive newsletter: including interactive medias.
  90. 90. Best practice ©iVentures Consulting 2015 90 RICH AND CUSTOMIZED NEWSLETTER •  Newsletters received during the data collection period (September – December 2014). •  Presence of different newsletters dedicated to customers and prospects. •  Newsletter subscription -  Content of the newsletter mentioned. -  Invitation to customize the newsletter in the customer account by selecting our favorite designers. -  Receipt of confirmation after subscription. •  Newsletter content -  New collection and products highlighted. -  Special offers and promotions highlighted. -  Good readability and design, in line with the brand’s image. -  Cross-promotion of Net-A-Porter’s social media platforms, customer service, magazine and customer account. -  Presence of the unsubscribe link. Example of Net-A-Porter’s customized newsletter dedicated to a customer Net-A-Porter’s newsletter subscription confirmation NEWSLETTER
  91. 91. Best practice ©iVentures Consulting 2015 91 NEAT AND COMPLETE NEWSLETTER •  Newsletters received during the data collection period (September – December 2014). •  Newsletter subscription -  Content and frequency of the newsletter mentioned. -  Content can be customized at the subscription stage: possibility to select themes (Fashion, Fragrance & beauty, Watches & Fine Jewelry and Chanel News). -  Receipt of confirmation after subscription and a first newsletter the same day. •  Newsletter content -  New collection and products highlighted. -  Good readability and design in line with brand’s image. -  Direct links to social media, customer service, brand’s magazine and customer account. -  Presence of settings and unsubscribe links. Chanel’s newsletter subscription confirmation Example of Chanel customized newsletter NEWSLETTER
  92. 92. Worst practice ©iVentures Consulting 2015 92 NO NEWSLETTER RECEIVED Longchamp’s newsletter subscription form •  Newsletter subscription available on the website but very long form to fill out (12 fields). •  No newsletter received during data collection period (September – December 2014). NEWSLETTER
  93. 93. Performance analysis of the eShopper journey ©iVentures Consulting 2015 Omnichannel Online marketing & personalization After purchaseBefore purchase 93 During purchase
  94. 94. 3rd step of the eShopper purchasing process ©iVentures Consulting 2015 Enjoy the experience •  Satisfied eShopper •  Unsatisfied eShopper PR OFIL E •  Be reassured that he/she picked the right product and the right site •  Fast and reliable delivery •  Good after-sales service •  Continuity of experience INT ENTI ON •  Trust •  Constancy •  Effectiveness •  Personalized attention •  Caring relationship NEEDS •  Fulfilled expectations •  Satisfaction KPI 94 AFTER PURCHASE
  95. 95. 4 sub-steps under scrutiny ©iVentures Consulting 2015 AFTER PURCHASE Delivery & Package Email communication Customer account Return & refund 95
  96. 96. 4 sub-steps under scrutiny ©iVentures Consulting 2015 Delivery & Package Email communication Customer account Return & refund 96 AFTER PURCHASE
  97. 97. KEY INS IGHT Key figures ©iVentures Consulting 2015 100% 93% 5% 28% 0% 20% 40% 60% 80% 100% Order confirmation Shipping confirmation Delivery confirmation Satisfaction survey Type of emails received Only 28%of players send a satisfaction survey email EMAIL COMMUNICATION 97 +30% -30% Order confirmation email content 50% 99% 21% 40% 59% 59% 19% 0% 20% 40% 60% 80% 100% Estimated delivery date Quantity and reference ordered Information or access to cancellation conditions Information or access to return conditions Access to order status Customer service highlight and contact details Up/ cross selling •  Most companies send 2 communication emails after the order (order confirmation and shipping confirmation). •  Most order confirmation emails give information on quantity and reference ordered, access to order status and customer service details. However, there is potential for improvement by including additional information, such as estimated delivery date, information on return and cancellation policies, up/cross selling.
  98. 98. Key learnings ©iVentures Consulting 2015 •  A minimum of 2 emails: order confirmation and shipping confirmation. •  Order confirmation and shipping confirmation emails must include at least: -  a summary of the order, amount paid, an estimated delivery date. -  an access to the order status. -  a highlight of the Customer service. BA SICS DIFFERENTIATORS •  Additional emails: delivery confirmation, satisfaction email for feedbacks or product review & rating, return confirmation, and reminder for abandoned shopping bag. •  Order confirmation and shipping confirmation emails can also include: -  Information or access to return policy. -  Information or access to cancellation policy. -  Up/ cross selling. -  Cross-promotion of services (Social platforms, mobile app etc...). -  Invoice (attachment or direct link to the customer account). GOODIES EMAIL COMMUNICATION •  Signature of the customer service representative. Bloomingdale’s satisfaction email 98
  99. 99. Best practice ©iVentures Consulting 2015 COMPLETE AND CLEAR EMAILS •  3 emails received -  Good content readability. -  Design consistent with brand image. •  1st email - Order confirmation -  Thank you message. -  Order summary and estimated delivery date. -  Access to order status and return & exchange information. -  Highlight of newsletter subscription and loyalty program. -  Presence of reassuring information (payment, shipping, return etc.) and customer service number and availability. •  2nd email - Shipping confirmation -  Link to track the package. -  Access to newsletter subscription. -  Presence of customer service help topics and reassuring information (return etc.). •  3rd email - Satisfaction email (order feedback) -  Thank you message. -  Invitation to give a feedback on the order. Example of Bloomingdale’s order confirmation email 99 EMAIL COMMUNICATION Bloomingdale’s satisfaction email (order feedback)
  100. 100. Best practice ©iVentures Consulting 2015 COMPLETE AND CLEAR EMAILS Example of Fab’s order confirmation email 100 EMAIL COMMUNICATION Fab’s satisfaction email (product review) •  3 emails received -  Good content readability. -  Design consistent with brand image. •  1st email - Order confirmation -  Thank you message. -  Order summary and estimated delivery date. -  Access to order status. -  Presence of reassuring information (payment, shipping etc.) and customer service email. •  2nd email - Shipping confirmation -  Link to track the package. -  Order summary. -  Presence of reassuring information (payment, shipping etc.) and customer service email. •  3rd email - Satisfaction email (Product review) -  Picture of the purchased product. -  Invitation to write a review of the purchased product. -  Presence of reassuring information. -  Access to social media platforms.
  101. 101. Worst practice ©iVentures Consulting 2015 ONLY ONE EMAIL RECEIVED •  Only one order confirmation email received. No shipping confirmation email. No satisfaction email. Homebase’s order confirmation email 101 EMAIL COMMUNICATION
  102. 102. 4 sub-steps under scrutiny ©iVentures Consulting 2015 Delivery & Package Email communication Return & refund 102 AFTER PURCHASE Customer account
  103. 103. Key figures ©iVentures Consulting 2015 103 +30% -30% CUSTOMER ACCOUNT KEY INS IGHT Only 9%of players highlight offers directly in the customer account 97% 90% 63% 95% 93% 50% 64% 31% 10% 13% 9% 31% 22% 64% 0% 20% 40% 60% 80% 100% Personal information management Multi address management Bank detail / payment management Current order status Order history Previous invoices Newsletters & alerts subscription management Return management Exchange management Cancellation management Highlight of personalized promotions and offers Direct access to customer service Loyalty program module Wishlist management Main features & content of a customer account The 5 top features & contents 1.  Personal information management. 2.  Current order status. 3.  Order history. 4.  Multi address management. 5.  Newsletters & alerts subscription and Wishlist management. New innovative features & content include a loyalty program module and highlight personalized offers and promotions.
  104. 104. Key learnings ©iVentures Consulting 2015 •  Account creation: -  Easiness to identify errors or missing information. -  Welcome email after received customer account creation. -  Possibility for prospects to create a customer account •  Customer account features: -  At least personal information management, multi- delivery addresses, order status & history, newsletter & alert subscription. -  Access to the new order available immediately after payment. BA SICS DIFFERENTIATORS 104 Account creation: -  Possibility to create an account after purchase. -  Less than 5 fields in the account creation form. -  A welcome email outlining the main features and benefits of the customer account. •  Customer account features: -  Features linked to cancellation management, return, exchange & refund management. -  Features to develop proximity: loyalty program module, highlight of personalized promotions, rating & review management, store preference registration, size and preference registration (especially in Fashion and Luxury). -  Convenience features : bank information management, invoice print-out, highlight of customer service. GOODIES 104 •  Wishlist/ favorites management. •  Profile picture. CUSTOMER ACCOUNT John Lewis’s customer account main page
  105. 105. Best practice ©iVentures Consulting 2015 RICH & REASSURING CUSTOMER ACCOUNT •  Account creation -  Prospect can register. -  Creation possible after payment. -  Highly efficient registration section with only 3 fields required. -  Brand opt-in. -  Welcome email received after customer account creation. •  Customer account management -  Personal information management. -  Multiple delivery address management. -  Payment details management. -  Ability to see the current order status. -  Access to order history. -  Previous invoices available. -  Newsletter subscription management / promotional preference including interests, shopping and communication preferences. -  Direct access to customer service and the help section. -  Presence of a loyalty program module. -  Review management. -  Wishlist management. John Lewis’s customer account main page 105 CUSTOMER ACCOUNT John Lewis’s promotional preferences
  106. 106. Best practice ©iVentures Consulting 2015 •  Account creation -  Prospects can register. -  Highly efficient registration section with only 3 fields required. -  Easy to identify mistakes or missing information field after field. -  Welcome email received after customer account creation. •  Customer account management -  Contact details management. -  Multiple delivery address management. -  Payment details management. -  Ability to see current order status. -  Access to order history. -  Previous invoices available. -  Alerts and newsletters subscription management; ability to customize newsletter’s frequency. -  Returns management. -  Highlight of personalized promotions and special offers. -  Wishlist management. Gilt’s customer account main page 106 CUSTOMER ACCOUNT RICH AND PRACTICAL CUSTOMER ACCOUNT Gilt’s personalized offers highlight in the customer account
  107. 107. Worst practice ©iVentures Consulting 2015 NEED A CARD TO ACCESS THE CUSTOMER ACCOUNT •  In order to use the customer account, the eShopper needs to receive by mail a loyalty card that provides the code to access the customer account. •  This card was received 1 month after the order. Esprit’s loyal card to access the customer account 107 CUSTOMER ACCOUNT
  108. 108. 4 sub-steps under scrutiny ©iVentures Consulting 2015 Email communication Return & refund 108 AFTER PURCHASE Customer account Delivery & Package
  109. 109. Key figures ©iVentures Consulting 2015 Quality package Vs. Brand image by sector 109 +30% -30% Package content other than product itself DELIVERY & PACKAGE KEY INS IGHT Only 26%of players include a Thank you letter with the package 7% 5% 20% 18% 7% 57% 43% 73% 70% 64% 59% 36% 52% 7% 30% 18% 34% 0% 20% 40% 60% 80% 100% Fashion Luxury Multi-sector Perfumes & Cosmetics Others* All sectors Very good Good Poor * Other sectors: Electronics, Books, Toys, Design & Furniture •  Players from the Fashion & Luxury sectors offer the best quality packages. Lower quality packages are found with multi-sector players and others sectors (Electronics, Books …). •  Most packages include a delivery form and a return form. However, very few players include a pre-printed return sticker, samples, product catalogues, a thank-you note or incentives to drive traffic to store. 26% 86% 58% 39% 14% 19% 9% 25% 0% 20% 40% 60% 80% 100% Thank you letter Delivery form Return form Pre-printed sticker for return Product catalogues / Brochures Samples or bonus Coupons Invoice
  110. 110. Key learnings ©iVentures Consulting 2015 •  Good quality package consistent with brand image (colors of the brand, etc.) •  Box size and inside protection adapted to the product. •  Package content aside from the product: -  Delivery form. -  Return form with clear instructions. BA SICS DIFFERENTIATORS 110 •  High quality package consistent with brand image (colors of the brand, logo, special wrap, specific fragrance, etc.). •  Box designed to facilitate opening and reusable in case of return. •  Additional content aside from the product: -  Pre-printed sticker/label for return. -  Thank-you note in a nice envelope. -  Product catalogue. -  Brand’s magazine. -  Coupons to drive eShopper to physical store or eStore. -  Invoice (except for present). -  Detailed product presentation and Certificate of authenticity for luxury and other expensive products. GOODIES 110 •  Samples. •  Bonuses. •  Stickers. Cartier’s package DELIVERY & PACKAGE
  111. 111. Best practice ©iVentures Consulting 2015 ENJOYABLE OPENING EXPERIENCE •  Package quality -  High quality package consistent with brand image (Colors, logo, same bag as in store etc.) -  Box size and inside protection adapted to the product; designed to facilitate opening and reusable in case of return. -  Product delivered in a well-protected solid and branded white cardboard box with shredded paper, inside a Cartier bag and wrapped as a gift. •  Additional content aside from the product -  A thank-you note in an envelope. -  A delivery form. -  Clear and detailed return instructions. -  A return form. -  A pre-printed sticker for the return. -  An invoice. -  Terms & conditions. 111 Cartier’s package DELIVERY & PACKAGE
  112. 112. Best practice ©iVentures Consulting 2015 ENJOYABLE OPENING EXPERIENCE •  Package quality -  High quality package consistent with brand image (Colors, logo, wrap, etc.) -  Box size and inside protection adapted to the product; designed to facilitate opening and reusable in case of return. -  Product delivered in a well-protected solid and branded white cardboard box with pink/red tissue paper. •  Additional content aside from the product -  All documents very nicely presented in a transparent pouch. -  Presence of a thank-you note. -  A delivery form. -  Clear and detailed return instructions. -  A return form. -  A pre-printed sticker for the return. -  An invoice. -  Christmas stickers. 112 Mytheresa’s package DELIVERY & PACKAGE
  113. 113. Worst practice ©iVentures Consulting 2015 BASIC PACKAGE WITH NO DOCUMENTS BESIDES THE PRODUCT •  Basic package: product wrapped in brown paper. •  No document, no invoice, no delivery form, no return instructions provided with the product. •  No way to know which company sent the product until receiving the shipping confirmation email. Esprit’s loyal card to access the customer account 113 DELIVERY & PACKAGE Auchan’s package
  114. 114. 4 sub-steps under scrutiny ©iVentures Consulting 2015 Email communication 114 AFTER PURCHASE Customer account Delivery & Package Return & refund
  115. 115. KEY INS IGHT Key figures ©iVentures Consulting 2015 64% 63% 0% 20% 40% 60% 80% 100% USA EUR Free return by region 63%of players offers a free return service RETURN & REFUND 115 +30% -30% Free return by sector •  63% of the players provide free returns (+5% vs. 2014), almost the same ratio in Europe as in the US. •  However, only 20% of Perfumes & Cosmetics players offer free returns. 73% 71% 73% 20% 73% 63% 0% 25% 50% 75% 100% Fashion Luxury Multi-sector Perfumes & Cosmetics Others* All sectors* Other sectors: Electronics, Books, Toys, Design & Furniture
  116. 116. Key figures ©iVentures Consulting 2015 Return options •  All players provide returns by mail. However, only 2 players out of 5 offer in- store returns and only 3 out of 10 offer home pick-up. •  Home pick-up is offered less frequently in the US (23%) than in Europe (36%). European companies have strongly invested in this service in the last year (vs. 19% in 2014). 116 RETURN & REFUND 100% 31% 39% 14% 0% 20% 40% 60% 80% 100% Mail Home pick-up Return in store Return through proximity spots 23% 36% 31% 0% 20% 40% 60% USA EUR All regions Home pick-up by region
  117. 117. Key figures ©iVentures Consulting 2015 Authorized time frame to return a product by region •  Region that extends the authorized return time frame to more than 30 days is the US (47%). •  Sectors that extend it to more than 30 days are Multi-sector (40%), Fashion (32%) and Perfumes & Cosmetics (30%). •  Sectors with a short return time frame are Luxury (66% from 8 to 15 days) and others* (55% from 8 to 15 days). 117 RETURN & REFUND Authorized time frame to return a product by sector 32% 5% 40% 30% 18% 27% 41% 29% 33% 20% 27% 33% 25% 66% 27% 35% 55% 36% 2% 15% 4% 0% 20% 40% 60% 80% 100% Fashion Luxury Multi-sector Perfumes & cosmetics Others* All sectors <7 days 8-15 days 16-30 days >30 days 47% 11% 26% 38% 28% 32% 13% 56% 38% 2% 5% 4% 0% 20% 40% 60% 80% 100% USA EUR All regions <7 days 8-15 days 16-30 days >30 days * Other sectors: Electronics, Books, Toys, Design & Furniture
  118. 118. Key figures ©iVentures Consulting 2015 Refund time frame after returning a product by region •  Both regions reduced the refund time frame to less than 30 days. •  Most sectors reduce the refund time frame to less than 30 days in Europe as in the US. •  10% of Perfumes & Cosmetics players refund in more than 30 days. 118 RETURN & REFUND Refund time frame after returning a product by sector 2% 10% 3% 98% 100% 100% 90% 100% 97% 0% 20% 40% 60% 80% 100% Fashion Luxury Multi-sector Perfumes & cosmetics Others* All sectors <30 days >30 days 2% 3% 3% 98% 97% 97% 0% 20% 40% 60% 80% 100% USA EUR All regions <30 days >30 days * Other sectors: Electronics, Books, Toys, Design & Furniture
  119. 119. Key learnings ©iVentures Consulting 2015 •  Presence and clarity of return & refund section. •  Return conditions highlighted all along the customer journey. •  14 to 30 days return time frame. •  Return form with a clear explanation included in the package or print-out through customer account. NO call to the brand to request authorization. •  Option to exchange a product (in store or by email). •  Possible return using the delivery box. •  Return by email free of charge. •  Notification by email after return and refund are processed. •  Full refund within 30 days. BA SICS DIFFERENTIATORS •  30 to 365 days return time frame. •  Return in store and/ or through proximity delivery spot, free of charge. •  Home/Office pick-up for return, free of charge. •  Pre-paid return sticker included in delivery package or print-out through customer account. •  Full refund before product is received by the brand or automatically once the product is received. •  Option to put the money on credit in the customer account for future purchases. •  Thank-you / apology in the email received after return and refund are processed. Nordstrom’s return reassurance RETURN & REFUND 119
  120. 120. Best practice ©iVentures Consulting 2015 VERY FAVORABLE RETURN CONDITIONS •  Return -  Presence of a clear dedicated section explaining the return process. -  Delivery box can be used for return. -  No return time limit. -  Free return by using the pre-paid return label. -  Return in-store possible. •  Exchange or credits -  Exchange possible. Could be managed online. -  No time frame limit. •  Refund -  Total amount refunded within 14 business days. 120 Nordstrom’s returns & exchanges section RETURN & REFUND
  121. 121. Best practice ©iVentures Consulting 2015 QUICK AND FREE RETURN PROCESS •  Return -  Dedicated section explaining the return process. -  Delivery box can be used for return. -  Free return shipping label in every box. If not, customer can print a label through the customer account. -  Returns that arrive after 90 days but in under 365 days will be refunded to store credit, or eligible for exchange. •  Exchange -  Exchange possible within 365 days of purchase date. •  Refund -  Clarified refund issue with picture. -  Possibility to get a full refund if return within 90 days of purchase. -  Total amount refunded within 14 business days. 121 Nordstrom’s returns & exchanges section RETURN & REFUND
  122. 122. Worst practice ©iVentures Consulting 2015 NO RETURN OR EXCHANGE POSSIBLE •  No return or exchange possible due to the low cost of E.L.F.’s products. 122 e.l.f. ‘s return conditions RETURN & REFUND
  123. 123. Performance analysis of the eShopper journey ©iVentures Consulting 2015 Omnichannel Online marketing & personalization Before purchase 123 During purchase After purchase
  124. 124. Key figures ©iVentures Consulting 2015 Coupons enclosed with the package Offers, deals, exclusivities are highlighted primarily on the website and in the newsletter. Product up/ cross selling takes place mostly on the product page. Only 50% of the players provide up/ cross selling in their shopping bag and 19% in the order confirmation email. Only 1 player out of 10 encloses coupons in the package. 124 11% 89% Yes No Presence of Up / Cross selling 45% 33% 5% 82% 88% 9% 0% 20% 40% 60% 80% 100% Facebook Twitter Mobile app Website Newsletter Customer account ONLINE MARKETING & PERSONALIZATION KEY INS IGHT Only 13%of players provide personalization based on purchases and browsing Highlight of offers, deals, exclusivities etc. 82% 50% 19% 0% 20% 40% 60% 80% 100% Product page Shopping bag Order confirmation email
  125. 125. Key figures ©iVentures Consulting 2015 Personalization of offers, deals etc., by sector •  Personalization based on purchase and browsing is still very rare on website (13%), newsletter (8%) and mobile (4%). •  Electronics and Fashion players are the most active in personalization on website Multi-sector players are the most active on mobile personalization. •  US players are the most advanced. 125 Personalization of offers, deals, etc. ONLINE MARKETING & PERSONALIZATION 4% 13% 8% 0% 5% 10% 15% 20% Mobile app Website Newsletter 14% 0% 13% 5% 36% 13% 2% 0% 20% 0% 0% 4% 0% 10% 20% 30% 40% Fashion Luxury Multi-sector Perfumes & Cosmetics Others * All sectors Personalization on website Personalization on mobile 17% 9% 6% 2% 0% 5% 10% 15% 20% USA Europe Personalization on website Personalization on mobile Personalization of offers, deals etc., by region
  126. 126. Key learnings ©iVentures Consulting 2015 •  Deals, offers, exclusivities etc. highlighted on the website and in the newsletter. •  New products, new collections, new arrivals highlighted on the home page and landing pages as well as in the newsletter and social platforms •  Best sellers highlighted on the home page. •  Up/ cross selling on the product page such as: -  “Customers who bought this item also bought”. -  “Customers who viewed this Item also viewed”. -  “Frequently bought together”. -  “If you like this item, you will like this one”. -  “Shopping tips”. -  Etc. BA SICS DIFFERENTIATORS Amazon’s personalized recommendations •  Deals, offers, exclusivities etc. highlighted on social platforms (Facebook and Twitter), mobile and on the customer account. •  Personalization of contents and products based on previous purchases and browsing on website, mobile, newsletter and Customer account. •  Additional Up/ cross selling on the shopping bag and order confirmation email. •  Loyalty program/ card offering discounts and other benefits, available cross-platforms; subscription highlighted in the sales funnel and management through the customer account. •  Coupons enclosed with the package to be redeemed in-store and/or in the eShop. •  Incentive to encourage customers and prospects to subscribe to the newsletter (discount, gift etc.). ONLINE MARKETING & PERSONALIZATION 126
  127. 127. Best practice ©iVentures Consulting 2015 SOPHISTICATED ONLINE MARKETING WITH STRONG PERSONALIZATION •  Highlight of special offers and deals with direct link to eShop on: -  Social platforms and newsletters. -  Website, mobile site and app. •  Personalized product recommendations based on previous purchases and browsing on: -  Website, including customer account and Mobile site and app. -  Newsletters. •  Sophisticated cross-selling on the product page -  “Customers Who Bought This Item Also Bought”. -  “Customers Who Viewed This Item Also Viewed”. -  “Frequently Bought Together”. -  “Sponsored Products Related To This Item”. •  Amazon Prime (annual membership program offering multiple benefits including FREE 2-day shipping) -  Subscription from the sales funnel and management from the customer account. 127 Amazon’s personalization preferences & history ONLINE MARKETING & PERSONALIZATION Amazon’s cross selling and personalized product recommendations
  128. 128. Best practice ©iVentures Consulting 2015 PERSONALIZATION & LOYALTY PROGRAM •  Highlight of special offers and deals as well as new products and new arrivals with direct link to eShop on: -  Social platforms and newsletters. -  Website (customer account included), mobile site and app. •  Personalized product recommendations based on previous purchases and browsing on: -  Website. -  Newsletters. •  Sophisticated cross-selling on the product page -  “If you like this item, you will like this one”. -  “Shopping tips”. -  “Other ideas”. •  Loyalty program that offers discounts, gifts and other benefits -  Subscription from the sales funnel and management from the customer account. 128 Example of Galeries Lafayette’s newsletter with offers ONLINE MARKETING & PERSONALIZATION Galeries Lafayette’s loyalty card
  129. 129. Worst practice ©iVentures Consulting 2015 VERY BASIC ONLINE PRODUCT MARKETING •  Products are only highlighted in the newsletter. •  No cross-selling of products on the product page and in the shopping bag. •  No targeted and personalized recommendations dedicated to specific customers and prospects. Same offers apply to everyone. 129 Example of Mac’s newsletter ONLINE MARKETING & PERSONALIZATION
  130. 130. Performance analysis of the eShopper journey ©iVentures Consulting 2015 Omnichannel Online marketing & personalization Before purchase 130 During purchase After purchase
  131. 131. Key figures ©iVentures Consulting 2015 131 +30% -30% OMNICHANNEL KEY INS IGHT 50%of players with physical stores allow in-store return and exchange 100% 39% 39% 9% 19% 6% 6% 3% 33% 23% 6% 10% 9% 52% 48% 0% 20% 40% 60% 80% 100% Store locator In-store product availability Click & collect Reserve & collect Book an appointment in store In-Store information on mobile In-Store Special offers on mobile In-Store contact a sales person Barcode scan QR code scan Product scan Payment Connected devices in store Return in store Exchange in store Main omnichannel features & services The 5 top features & services 1.  Store locator. 2.  Return product in store. 3.  Exchange product in store. 4.  Click & Collect. 5.  Check in-store product availability New innovative features and services include Book an appointment in store, reserve & collect, connected devices in store and In-store features on mobile (ie. payment, special offers to be redeemed in store, in-store information, QR code scan, possibility to contact a sales person) . Click & collect and return in store hasn’t increased since 2014.
  132. 132. Key figures ©iVentures Consulting 2015 132 Main omnichannel features & services by region 100% 42% 36% 6% 19% 14% 14% 6% 36% 14% 8% 19% 8% 64% 56% 100% 37% 42% 12% 19% 0% 2% 0% 30% 30% 5% 2% 9% 42% 42% 0% 20% 40% 60% 80% 100% Store locator Availability of product in store on the site Click & collect Reserve & collect Book an appointment in store In-Store information on mobile In-Store Special offers on mobile In-Store contact a sales person Barcode scan QR code scan Product scan Payment Connected devices in store Return in store Exchange in store USA Europe Click & Collect and Reserve & Collect are more developed in Europe than in the US. In-store product return and exchange are still more readily available in the US than in Europe. In-store mobile features such as store information, special offers, payment, are more frequent in the US than in Europe. OMNICHANNEL
  133. 133. Key figures ©iVentures Consulting 2015 In-store return by sector •  Click & Collect is provided the most by multi-sector and Electronics players. •  Reserve & Collect is rarer, mainly proposed by Electronics and Fashion sectors. •  Connected devices in store mainly concern Multi-sector players. •  In-store return is mainly offered by multi- sector, Electronics sectors and Fashion. •  Luxury, Cosmetics and Fashion (to a lesser extent) players are much less omnichannel mature. 133 Click & Collect Vs. reserve & collect by sector Connected devices in store by sector OMNICHANNEL 31% 24% 92% 17% 86% 42% 12% 0% 15% 0% 29% 9% 0% 20% 40% 60% 80% 100% Fashion Luxury Multi-sector Perfumes & Cosmetics Others * All sectors Click & collect Reserve & collect 54% 24% 92% 33% 86% 52% 0% 20% 40% 60% 80% 100% Fashion Luxury Multi-sector Perfumes & Cosmetics Others * All sectors 5% 5% 27% 0% 0% 9% 0% 10% 20% 30% 40% 50% Fashion Luxury Multi-sector Perfumes & Cosmetics Others * All sectors * Other sectors: Electronics, Books, Toys, Design & Furniture
  134. 134. Key learnings ©iVentures Consulting 2015 •  Online -  Presence of a store locator on the site and on mobile. •  In-store services -  In-store return. -  In-store exchange. BA SICS DIFFERENTIATORS Macy’s touchscreen in store •  Online -  Check in-store product availability on the website and mobile. -  Click & collect and/ or Reserve & Collect. -  Possibility to book an appointment in store (for advices etc.). •  In-store mobile features -  Barcode and/ or QR scan . -  Payment (Apple Pay etc.). -  In-store information (maps, events, amenities etc.). -  In-store offers to be redeemed in stores. -  Possibility to contact a sales person. •  In-store service -  Connected devices in store to check product availability in stores and /or order products. OMNICHANNEL GOODIES •  Product scan on mobile to access product page or similar products, see video or advertising. 134
  135. 135. Best practice ©iVentures Consulting 2015 RICH AND COMPLETE OMNICHANNEL EXPERIENCE •  Online -  Efficient and easy-to-use store locator. -  Check in-store product availability. -  Click & collect. -  Book an appointment for exclusive advice. -  Coupons available online and in-store. •  In-store service -  Return a product in store. -  Tablets and touchscreens available to discover and search for product information, check product availability … •  In-store mobile features -  Indoor turn-by-turn mapping navigation. -  Mobile offers to be redeemed in store. -  Barcode and QR codes scan for more information about products or promotions. -  Image search: take or upload a photo and search among thousands of products online to find similar products. -  Payment possible with Macy’s credit card. 135 Macy’s touchscreen in store OMNICHANNEL Macy’s in-store product availability feature on mobile
  136. 136. Best practice ©iVentures Consulting 2015 RICH SHOPPING EXPERIENCE IN STORE 136 Apple app’s welcome message in-store OMNICHANNEL Apple’s Easypay on mobile •  Online -  Efficient and easy-to-use store locator. -  Check in-store product availability. -  Click & collect. -  Possibility to make a reservation for Genius Bar, workshops & events and One-to-One. •  In-store service -  Return a product in store. -  Devices available for product testing and to search for information on Apple products. •  In-store mobile features -  Contact a salesperson in store. -  In-store information and reservations: events & workshop, check waiting time on the Genius Bar line or for a training session. -  Payment via the mobile app in store. -  Get more product information in store by scanning barcodes with Easypay.
  137. 137. Worst practice ©iVentures Consulting 2015 NO OMNICHANNEL STRATEGY •  No Click & Collect or Reserve & Collect . •  In-store returns not possible for online purchases, due to technical and organization issues (ie. Screenshot). •  No possible in-store exchange. 137 C&A’s return in store policy OMNICHANNEL
  138. 138. To learn more about your detailed performance and the eShopper Index ©iVentures Consulting 2015 CONTACT US eShopperindex@iventures-consulting.com www.iventures-consulting.com/eshopper-index | www.facebook.com/IventuresConsulting | @iVenturesC Paris Christophe Biget Partner +33 (0)1 70 08 06 60 @cbiget 7/11 rue de l’Yvette 75016 Paris Aurelia Ammour Partner +1 (415) 315-9654 @aammour 1714 Lombard Street San Francisco CA 94123 San Francisco 138
  139. 139. ©iVentures Consulting 2015 139 iVentures Consulting is a Management Consulting boutique dedicated to Digital transformation and Ecommerce & Omnichannel Strategy, founded in 2005 by Aurélia Ammour and Christophe Biget and based in Paris and San Francisco. iVentures Consulting mainly works in Fashion, Luxury, Beauty, Retail, Travel and Media & entertainment. •  Digital transformation: digital integration in all aspects of business •  E-Commerce & Omnichannel audit and strategy definition •  Support to implementation •  Partnership with startup ecosystem CO NS U LTI N G •  E-Shopper Index: Ranking & Analysis of leading companies’ E- Commerce performances all along the customer journey •  Deep dive analysis: E-Commerce & Omnichannel performances optimization BUSINESS INTELLIGENCE •  Training •  Digital academy •  Reverse mentoring •  Learning trips DIGIT A L SKILL DEVEL OPMENT MAIN C LIEN T S Fashion & Luxury: Baccarat, Boucheron, Celine, Esprit, Givenchy, Kering Group, Lacoste, LVMH Group, Loewe, Moet Hennessy, Vilebrequin. Beauty: Diptyque, Feelunique.com, Lancôme, L’Oréal Paris, Nocibé, Paco Rabanne, Puig, Sephora, Yves Rocher. Retail: Carrefour, Darty, Fnac, Stokomani, Tati, Truffaut. Travel : Ada, Aéroport de Paris, Air France, Liligo.com. Voyages-sncf.com, SNCF. Media & Entertainment: AFP, Curse.com, IsCool Entertainment, Le Monde, Micromania/ Gamestop. Others: Alstom, Areva, BNP Paribas, Ducati, EDF, GMF, Groupama, Icade, Société Générale, Saint Gobain, SC Johnson, Suez, Total , Véolia. About iVentures Consulting

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