\"Customer perspectives and behaviours online: considerations for fashion (r)etailing\"
London College of Fashion
February 2009
www.ianjindal.com
www.internetretailing.net
Thursday, 26 February 2009

\"Customer perspectives and
behaviours online:
considerations for fashion
(r)etailing\"
1.Context
2.No middle in eCommerce
3.People not technology
- Social
- VRM
4.Magic - in passing only
5.2009?
Thursday, 26 February 2009

1. Context
Thursday, 26 February 2009

1. Context
Thursday, 26 February 2009

1. Christmas
Thursday, 26 February 2009

1. Christmas
• Boxing day busiest of year (down 5%
• £4.7bn online over Christmas: 14% YOY
YOY)
• November - highest YOY of 26%
• John Lewis Christmas day traffic - twelve
• Growth is slowing in ecommerce but still times higher than 2007
above offline
• PC World, Currys, Dixons - 30-40%
• eCommerce - 16% for H2 (IMRG)
increase (mainly large TVs)
• Offline - 0% for H2 (source: ONS)
• Christmas Day: 3.8m (14% down), but
sales 21% higher at £102m.
• Customers bargain-hunting
• Pre-Christmas sales and January started
immediately after last posting date!
Thursday, 26 February 2009

1. Christmas
118%
Product. Price. Promise
Thursday, 26 February 2009

1. Christmas
Discounting and vouchers
Canny interplay with retailer sales
Thursday, 26 February 2009

2. No Middle in eCommerce
Thursday, 26 February 2009

2. No Middle in eCommerce
Thursday, 26 February 2009

Product
2. No Middle in eCommerce
Operations
• Customer
– segment
– needs
– access
• Product
– exclusivity
Customer
– access
– knowledge
• Operations
– efficiency
– effectiveness
– service
Thursday, 26 February 2009

3. Social - Follow the people, not technology
Thursday, 26 February 2009

3. Social
83.85% higher
conversion (20+
reviews)
• Reviews becoming standard
• User “stories”, not just ratings
• 78%: “customer recommendations
are the most credible form of
advertising” (Nielsen)
Thursday, 26 February 2009

3. Social
19% 81%
• Reviews becoming standard
• User “stories”, not just ratings
• 78%: “customer recommendations
• •
Top style-setters become “Mavens” Customers become sales-people
are the most credible form of
• Based on page views AND product • Social networks become retailers
advertising” (Nielsen)
clicks
• Co-shoppers as retailers (ThisNext)
Thursday, 26 February 2009

3. Social
• Configure all
panels,
materials,
colour
• Preview your
custom shoe
• nikeid.nike.com
Thursday, 26 February 2009

3. Social
• Configured
option
• Buy “your”
show
• Feedback to
Nike on
trends, colours
• May put into
production
Thursday, 26 February 2009

3. Social
• Create your
own clothes
• More than just
‘configure’
Thursday, 26 February 2009

3. Social
• Configuration
• Social
• Virtual and
real...
• Can do on a
mobile phone?
Copyright Icon Nicholson -
http://www.iconnicholson.com/
nrf07/
Thursday, 26 February 2009

4. Any sufficiently advanced technology is indistinguishable from magic
Thursday, 26 February 2009

4. Any sufficiently advanced technology is indistinguishable from magic
http://www.slideshare.net/ikj/ps071-digitalshorts-manchester
Thursday, 26 February 2009

4. Any sufficiently advanced technology is indistinguishable from magic
Nodes
http://www.slideshare.net/ikj/ps071-digitalshorts-manchester
Thursday, 26 February 2009

4. Any sufficiently advanced technology is indistinguishable from magic
Open Structured Data
Nodes
http://www.slideshare.net/ikj/ps071-digitalshorts-manchester
Thursday, 26 February 2009

4. Any sufficiently advanced technology is indistinguishable from magic
ESP?
Epiphenomena
Open Structured Data
Phenomena
Network
Social
Web 2.0
Business
Nodes
http://www.slideshare.net/ikj/ps071-digitalshorts-manchester
Thursday, 26 February 2009

5. 2009?
Thursday, 26 February 2009

5. Christmas
★ Customers - cynical, savvy, disloyal,
discriminating, demanding
★ Market - slowing, saturated, competitive
★ Data - partial, expensive, not owned, not
exclusive, not understood entirely
★ Behaviour and Phenomena - attention
and money are limited; free data and
interact; plan services for delight,
relevance and utility
★ Entering a magic phase - web is bigger
than any one/thing. Again.
Thursday, 26 February 2009

5. Christmas
2008 2009
Rising tide floats all boats Gaps in the market for those
with sharp elbows - and the will
to use them!
Growth Cash
Innovation ROI
Range Focus
Competitors Customers
PPC SEO and Conversion
Ebullient Ruthless
Thursday, 26 February 2009

Thank you!
\"Customer perspectives and behaviours online: considerations for fashion (r)etailing\"
http://www.slideshare.net/ikj/ps073-lcf
London College of Fashion
February 2009
www.ianjindal.com
www.internetretailing.net
Thursday, 26 February 2009