La Redoute - Convegno eCommerce 2011

La Redoute « home-shopping » case Antonella Pivaro – Marketing Manager Redcats Italy | 19 April 2011

19/04/2011 WHAT IS REDCATS TODAY ? Redcats is an international leader for distribution of fashion & home decoration on Internet (PPR Group home-shopping division)

19/04/2011 26 million active customers in 32 countries

19/04/2011 1 800 million sales on Internet in 2010 N°1 in Home Shopping in France, Scandinavia and Portugal N°3 Home Shopping company worldwide in fashion and home furnishing N°1 mail order company in plus-sizes N° 3 company in apparel catalogue sales in the USA N°1 web-site in France with laredoute.fr (BtoC, excluding services)

19/04/2011 An international company: 57% of sales outside of France in 2010

19/04/2011
1 800 million € sales on Internet in 2010
61% of Redcats home-shopping sales on Internet
(vs 4% on 2001)
more than 70 e-commerce websites
(10 new only on 2010)
54 million unique visitors every month
A web company !

19/04/2011 17 brands in 32 countries

19/04/2011 La Redoute Italy
About us:
start up on January 2008, based on Milan
multichannel “home-shopping”:
web + catalogue + call center
no retail shops
2 main collections per year (SS & AW),
with new-in during season
a big part in-house designed collection
around 8.000 fashion items on website,
more or less 4.000 on main catalogue
mass market fashion collection:
clothes, underwear, shoes & accessories
for women, men & children; home textile;
special big size offer

19/04/2011
About www.laredoute.it :
on January 2008 start up e-commerce
was 13% total sales
on w15 season to date SS11 it represents
58% on sales
between 800-1.000K unique visitors per month;
around 1.500K visits/month
update every 2 weeks with new-in products
catalogues, direct mailings, media campaigns
(radio, TV, press,..) all focused to push web
=> Web is our main channel to sell; catalogues
became a media , not sales channel
La Redoute Italy

19/04/2011
About our online adv strategy:
big part budget on SEM
other budget split between retargeting,
affiliation programs, price comparators
CPO/CPA model
La Redoute Italy

Multichannel approach focused 100% online!
Same image on all media same time:
website home page
banners (affiliation programme)
loyalty and prospection cover catalogues
press advertising
TV spot
social networks (FB brand image)
mobile appli
Ex. SPRING SS11 campaign :
=> cumulated better effect on sales
=> better conversion even on other
LR operations same period
=> better qualified visits on web
(+ 67,7% vs weeks before campaign)

19/04/2011
About customers:
e-commerce 85% women, 15% men
other channels 95% women, 5% men
=> Woman is our main customer!
What they buy online (market share):
50% women
growing on children
around same mkt share between
shoes, men, home textile
=> A good part are mothers buying
for themselves & family
Payments: only 25% by credit cards
La Redoute Italy

About LR customer expertise:
do it relaxing at home, all around Italy
(web is the best proximity!)
no stress on crowded shopping center
can do shopping every day 24hours!
search for fashion products at good prices
find a complete offer for all family
compare LR offer to retail brands
(OVS, Zara, H&M)
easy to order and convenient to receive
directly at home

About LR versus customers:
BtoCtoB approach listening the customer,
his opinion, needs and voice
social media development:
=> online Magazine www.modastylemag.it
=> La Redoute Italia FB fan page:
more than 11K Italian fans!
=> m ore than 1 million Facebook fans in
the group (350K on LR FR fan page)
=> working on “F-commerce” shopTab
=> monitoring forum, blogs, price
comparators
virtual look style (online on laredoute.fr)
3D augmented reality & online
chat room (future vision)
La Redoute Italy 19/04/2011

19/04/2011
About M-commerce:
Mobile apps:
- Iphone & Ipad on Jan.11
- Android on March 11
- QR code on mailings
- only internal promotion
(newsletter, sms, mailing, web)
Mobile browser: poor use compared
to others LR countries
good IT potential… but business?
La Redoute Italy

19/04/2011 La Redoute – Redcats Italy Via Pergolesi, 26 20124 Milano Antonella Pivaro Tel. +39 02 97 38 64 13 Mobile + 39 345 366 50 53 [email_address] Skype: antonellaitalie

19/04/2011 MERCI

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La Redoute - Convegno eCommerce 2011

by Casaleggio Associati on Apr 22, 2011

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La Redoute - Convegno eCommerce 2011 — Presentation Transcript