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Keep control of your brand in a fashion omnichannel strategy exhausting Market-place role
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Keep control of your brand in a fashion omnichannel strategy exhausting Market-place role

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Keep control of your brand (avoiding strategic mistake inflating the brand perception with flash sales and using full-outsourcing) in a fashion omnichannel strategy (e-comemrce, store, mobile, ...) …

Keep control of your brand (avoiding strategic mistake inflating the brand perception with flash sales and using full-outsourcing) in a fashion omnichannel strategy (e-comemrce, store, mobile, ...) exhausting Market-place role (Taobao, Amazon, eBay)

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  • 1. Omnichannel fashionstrategy: marketplaceroleTo become a leadingFashion e-commerceprotecting brand.Milan, 26 June 2013
  • 2. Copyright © 2013 Accenture All rights reserved. 2Something about Accenture …
  • 3. Copyright © 2013 Accenture All rights reserved. 3An end-to-end service unique offeringStrategyConsultingProcessConsultingTechnologyConsultingProcess &SystemImplementationInfrastructureOperationsApplicationOperationsBusinessProcessOperationsAccenture As Business Innovation PartnerStrategy ConsultingManagement ConsultingIT-ConsultingStrategy Process Information TechnologyManagement of BusinessProcessesComprehensive Know-how throughexperts and projects across the e2evalue chainHigh implementation complexity throughIT and project management Know-HowChange Management
  • 4. Copyright © 2013 Accenture All rights reserved. 4Introducing Accenture Interactive the e-commerce CoEIndia DeliveryCenters ConsumerGoods(Hyderabad)TechnologyLabsBangalore, IndiaOperations(Madrid ISC)CRM, S&M,BI, Planning(Milan ISC)ACINChicagoACINSao PauloAccenture Interactivee-Commerce Centre ofExcellenceMilanPhilippineDeliveryCenter(Manila)Supply Chain(Barcelona ISC)Technology LabsSan Josè,CaliforniaTechnologyLabsChicago, IllinoisHigh PerformanceBusiness ShowcaseMurray Hill, New JerseyLondon, UKTechnology LabsSophia AntipolisSAP Retail(Bilbao)DeliveryCenter(Napoli)Value LedERP(Bangalore)Oracle Retail(Lodz)Accenture Customer Innovation NetworkAccenture’s global network of CG&S Industry Solution CentersGlobal Delivery NetworkAccenture Tecnology LabsTechnologyLabsBeijing, ChinaBI, ERP, Agri(Chicago, ISC)
  • 5. Copyright © 2013 Accenture All rights reserved. 5Fashion market is changing ischanging quickly, unexpectedly,digitally
  • 6. Copyright © 2013 Accenture All rights reserved. 6Market picture
  • 7. Copyright © 2012 Accenture. All rights reserved. 7Clothing & footwear market trend in EuropeSource: Euro monitor, Forrester Research, Fact Finder, Kelkoo, Accenture Analysis , Forbes, Business of Fashion, Accenture Estimation>Global eCommerce market ispoised for a double digit growthin the years to come, with themajority coming from the EUand the USA>Fashion and luxury is thesecond market segment inEuropean Market>The clothing & footwearEuropean Compound AnnualGrowth Rate of 11,5%
  • 8. Copyright © 2013 Accenture All rights reserved. 8E-Commerce ecosystem assessment by fashion districts• Internet adoption:• eComm. adoption:• Evolution index:• Internal / SAS:• Promotion:• Potential:Early adoption Average Late adoptionExhausted Exploitable ExploitableDM + Led + BA Led + BA (mostly) BA3,6 3,2 2,7Multiple Mixed SingleQuick Quick QuickSource: Forrester Research, Gartner, Forbes, Ovum, Accenture Analysis ,
  • 9. Copyright © 2013 Accenture All rights reserved. 9Luxury and fashion market are evolving even in ItalySources: MF Fashion, Italia oggi, Messaggero
  • 10. Copyright © 2013 Accenture All rights reserved. 10E-Commerce evolutionFunctionality/CustomerValue1st GenerationExperience by Default[Ad hoc] 5%2nd GenerationExperience by Intent[Prioritize & Improve] 35%3rd GenerationExperience by Design[Design & Push] 50%4th GenerationExperience on Demand[Engage & Co-innovate] < 10%Fragmented &inconsistent• Catalog• Shopping cart• PaymentsHome-grownManual updatingScaling issuesSurvey experienceMarketingonlyBasic• Search• Promotions• Merchandising• Order status• Cross sells• Product-centricSingle-channelLimited featuresMeasure experienceMeasure benefitsAdded features•Searchandising•Customer data profiles forpersonalized experience• Targeted e-marketing•Guided store navigation forin store search•Social media•User generated content•Web analyticsCustomer-centricMicro-merchandisingCross-channelReal time testingContinuous experienceimprovementsOptimized for businessoutcomesBest-in-class
  • 11. Copyright © 2013 Accenture All rights reserved. 11Market trends
  • 12. Copyright © 2013 Accenture All rights reserved. 12Source: Euro monitor, Accenture Analysis ,> “Give me control and choice”:the customers love a brandconsistent omni-channelexperienceThe most wanted functionality in a fashion brand site> “Help me, help myself”:customer support is one of themost important elements todecide customer journey in siteand stores> “Know me everywhere”:the 21% of customer tent topurchase recommendedadditional products to completeoutfits
  • 13. Copyright © 2012 Accenture. All rights reserved. 13Most influencing strategies for Fashion e-Commerce> Predictions are the moreplayers come into the market,the more price competition willbecome heavier and discounterosion will follow> The M-Commerce growth willcontinue a rapid growthincluding couponing, voucherand shopping comparison>Most profitable (increase 65-70% margin) on-line strategyis the customer reactivationthrough direct marketing &social-crmSource: Forrester research, Forbes
  • 14. Copyright © 2013 Accenture All rights reserved. 14Luxury and fashion market are evolving>The customer givesless importance to theidea of Brand, if hewould buy clothes,shoes and accessories.>The asimetric valueperception is leveragedby the new businessmodel.>The international crisisis the first reason of thistrend.
  • 15. Copyright © 2013 Accenture All rights reserved. 15The most interesting business-caseof the evolving fashion and luxuryplayers … and some common issue
  • 16. Copyright © 2013 Accenture All rights reserved. 16Business case
  • 17. Copyright © 2012 Accenture. All rights reserved. 17Business-Case: Tiffany e-commerce & social integration
  • 18. Copyright © 2012 Accenture. All rights reserved. 18Business-Case: Amazon Fashion
  • 19. Copyright © 2012 Accenture. All rights reserved. 19Business-Case: Amazon Fashion
  • 20. Copyright © 2012 Accenture. All rights reserved. 20Business-Case: Dunhill in-store experience
  • 21. Copyright © 2012 Accenture. All rights reserved. 21Business-Case: Bureberry digitalizing store
  • 22. Copyright © 2012 Accenture. All rights reserved. 22Business-Case: Farfetch new fashion marketplace
  • 23. Copyright © 2012 Accenture. All rights reserved. 23Business-Case: Farfetch new fashion marketplace
  • 24. Copyright © 2012 Accenture. All rights reserved. 24Business-Case: Superdry on e-bay
  • 25. Copyright © 2012 Accenture. All rights reserved. 25Business-Case: Uniqlo go to China using TaoBao/T-Mall
  • 26. Copyright © 2012 Accenture. All rights reserved. 26Business-Case: Hointer fully automated store
  • 27. Copyright © 2012 Accenture. All rights reserved. 27Business-Case: Celio* showrooming
  • 28. Copyright © 2012 Accenture. All rights reserved. 28Business-Case: Nike-Fuel purchasing everywhere
  • 29. Copyright © 2012 Accenture. All rights reserved. 29Business-Case: Nike-Fuel purchasing everywhere
  • 30. Copyright © 2012 Accenture. All rights reserved. 30Business-Case: House of Fraser omni-fashion
  • 31. Copyright © 2012 Accenture. All rights reserved. 31Business-Case: Nasty Gal a merchandise-experience
  • 32. Copyright © 2012 Accenture. All rights reserved. 32Business-Case: Nasty Gal a merchandise-experience
  • 33. Copyright © 2012 Accenture. All rights reserved. 33Business-Case: Stories.com e-commerce curation
  • 34. Copyright © 2013 Accenture All rights reserved. 34Emerging trends
  • 35. Copyright © 2012 Accenture. All rights reserved. 35Business-Case: Google Maps Indoor
  • 36. Copyright © 2012 Accenture. All rights reserved. 36Business-Case: In-store Augmented Reality fashion
  • 37. Copyright © 2012 Accenture. All rights reserved. 37Business-Case: Google Glasses
  • 38. Copyright © 2013 Accenture All rights reserved. 38Common issues
  • 39. Copyright © 2012 Accenture. All rights reserved. 39Business-Case: have we control ?
  • 40. Copyright © 2012 Accenture. All rights reserved. 40Business-Case: have we control ?
  • 41. Copyright © 2012 Accenture. All rights reserved. 41Business-Case: have we control ?
  • 42. Copyright © 2012 Accenture. All rights reserved. 42Business-Case: have we control ?
  • 43. Copyright © 2012 Accenture. All rights reserved. 43Business-Case: have we control ?
  • 44. Copyright © 2012 Accenture. All rights reserved. 44Business-Case: have we control ?
  • 45. Copyright © 2013 Accenture All rights reserved. 45So what?
  • 46. Copyright © 2012 Accenture. All rights reserved. 46So what? Go to market strategies1Owned site2Full-outsouring3Conrolledmarket-place4Demanded(marketplace,flash sales)ProfitabilityBrandprotectionSpeed tomarketOmni-channalingCataloguedigitalizationManagementeffortOverall impact on P&L: it’ negative it depend it’s positive
  • 47. Copyright © 2013 Accenture All rights reserved. 47So what I need to do to became aleading player in the evolvingomnichannel fashion market?
  • 48. Copyright © 2012 Accenture. All rights reserved. 482Forecast potentialNew cross-channel market research methodologies3Maximize salesEconometric model for new channel activation4Optimize investmentsIntegration of services, providers, technology234Became a leading e-commerce in future market1Define strategyBrand positioning and customer experience by channel1
  • 49. Copyright © 2012 Accenture. All rights reserved. 49SEARCHNatural Search,SEOPaid Search,SEMSearchCapabilityLanding PageOptimisationiMEDIAStandardDisplay AdsRich MediaAdsBroadbandVideoWeb TVWEB SITEBrandedSitesAffiliateSitePromotionalSiteUsability &AccessibilityAnalytics,Web SiteOptimisationPARTNERSHIPSContentSyndicationComparisonSites,ShoppingDirectoriesSponsorships,Co-brandingPhilanthropicCauseMarketingE-COMMERCEDirect toConsumerWhere to BuyFunctionalityBrandedStorefrontSell Direct onThird-Party SiteTechnicalPlatformMOBILEMobileBrowserMobile Aps QR Codes, GPSRFID POSTextMessagingCRMLoyaltyPlatformBehavioralTargeting &AcquisitionCross-sellEngineRetention &WinBackCampaigns,Email,ReportingSOCIALOnline Video Communities,Answer ForumsWord-of-mouth,Buzz, ReferralsWikis, blogs,Crowd SourcingProductInnovationMultichannel Customer JourneyDIGITAL CAPABILITIES TO LEVERAGEOFFLINEFOUNDATIONAWARENESSADVOCACYPURCHASECONSIDERATIONLOYALTYONLINEIdentificationof NeedSearch forSolutionEvaluateAlternativesProductDetailsVisit tothe storePurchaseDecisionVisit tothebrandwebsiteCompareOffersOnlinePurchaseSocialInteractionOnlineRegistrationMobileAppOfflinePurchase19% 81%Time Spent1) Define strategy: omnichannel23412341
  • 50. Copyright © 2012 Accenture. All rights reserved. 501) Define strategy: digital positioning2341exclusiveaccessibleSource: Marci Ikeler – digital strategy for luxury brandDigitalTV Print In-Sotre Events VIP Events1“Because the internet is founded on principles of accessibility and democracy, luxurybrands generally use digital as a way to spread the brands dream and mythology.Digital communications can play a valuable and critical role in spreading information aboutthe brand.”exclusiveaccessibleTV Print In-Sotre Events VIP Events2DigitalThe role of «digital»approached with astandard stragyThe new role of«digital» approachedwith a seamlessluxury stragy2341
  • 51. Copyright © 2012 Accenture. All rights reserved. 512) Forecast the unexpressed global potentialA BC DExausted PotentialBrand PopularityeCommerceTraditionalBusinessbychannel>The first step to define thecommercialization spread roadmap isthe estimation of the multichannelpotential by country>To define multichannel potential in allthe countries where brand is currentlyoperating we need to consider,normalize and aggregateinhomogeneous business lever as:> Visitor Factor: Visits, time spent> Trend Factor: brand trend, SERP, bidding values> Population Factor: population by country> Penetration Factor: internet & eCommerce penetration bycountry> Diffusion Factor: direct and wholesale store number> Commercial Factor: direct and wholesale sales volume> Activation Factor: business start-up readiness> Security & Issue Factors: unpredictable factors2341
  • 52. Copyright © 2012 Accenture. All rights reserved. 522) Forecast the unexpressed global potentialA BC DExausted PotentialBrand PopularityeCommerceTraditionalBusinessbychannel>The first step to define thecommercialization spread roadmap isthe estimation of the multichannelpotential by country>To define multichannel potential in allthe countries where brand is currentlyoperating we need to consider,normalize and aggregateinhomogeneous business lever as:> Visitor Factor: Visits, time spent> Trend Factor: brand trend, SERP, bidding values> Population Factor: population by country> Penetration Factor: internet & eCommerce penetration bycountry> Diffusion Factor: direct and wholesale store number> Commercial Factor: direct and wholesale sales volume> Activation Factor: business start-up readiness> Security & Issue Factors: unpredictable factorsTrend factor2341
  • 53. Copyright © 2012 Accenture. All rights reserved. 533) Maximize sales> We can influence the visitorvolume by activating differentacquisition channels focused onre-activation tactics andperformance strategies>The most relevant lever toconsider is the conversion ratethat is influenced by a mix ofcommercial and UX elements>The average ticket is alsoinfluenced by the capability of abrand to enhance the shop-the-look and outfit experienceClientAcquisitionRealtimeBidRetargetDisplayAffiliation CRMloyaltyE-mailMarketpalceRemarketKeywordCRMloyalty2341
  • 54. Copyright © 2012 Accenture. All rights reserved. 54> We can influence the visitorvolume by activating differentacquisition channels focused onre-activation tactics andperformance strategies>The most relevant lever toconsider is the conversion ratethat is influenced by a mix ofcommercial and UX elements>The average ticket is alsoinfluenced by the capability of abrand to enhance the shop-the-look and outfit experienceClickThroughChannelingTrafficTurnoverCommercialLeversTransactionsOrganic LeadAwarenessInformationAcquisitionCustomerThrustUserExperienceReactivationConversionPhisical(store)Digital /Mobile3) Maximize sales2341
  • 55. Copyright © 2012 Accenture. All rights reserved. 55Post-orderPre-orderSupply chainFullfilment InventoryFinance & BillingPaymentFinancialAnalytics & ReportingReportingAnalyticsWebPlatformCRMCustomer ShoppingMarketing & SalesPaidMediaOwnedMediaContentCommercialAssortmentmanagementProductcontentEditorialcontentSocialcontentProduct DataMgmtPricingMgmt.AssortmentPlanningBenchmarkCollaborationPhotoMgmt.ImageMgmt.DescriptionMgmt.GraphicDesignerNaming &LabellingMgmtStore infomgmt.CopywritingBlogs Mgmt.CommunityMgmt.Ratings &ReviewsSocial MediaAdministrationTranslation ServicePromotionMgmt.SEOSEMAffiliationMgmt.RetargetingRemarketingCommissionDeduplicationemailMarketingComparisonShoppingGift /VoucherMgmtLoyaltyMgmtCross/UpSell Mgmt.ClusteringMgmt.Segmentation Mgmt.FunnelOptimizationInvoiceMgmtReconciliation Mgmt.Tax Mgmt.Payment &ProcessMgmt.Fraud MgmtStock Mgmt.3PL contractMgmtWarehousing Mgmt.Transportation Mgmt.AuditingServiceSalesTrackingAlertMonthlyReportingServiceWebAnalyticsMarketingAnalyticsShoppingAnalyticsFulfilmentAnalyticsReturnsMgmtReplenishment Mgmt3PL / CarrierselectionCollaborationStoreintegrationCustomerCareSupportserviceOnlineServiceProductReturnsMgmtOrders MgmtAdministrative ServiceFacility mgmtApplicationmgmtLicencingmgmtReservation /Pick23414) Optimize investiment
  • 56. Copyright © 2012 Accenture. All rights reserved. 56Post-orderPre-orderSupply chainFullfilment InventoryFinance & BillingPaymentFinancialAnalytics & ReportingReportingAnalyticsWebPlatformCRMCustomer ShoppingMarketing & SalesPaidMediaOwnedMediaContentCommercialAssortmentmanagementProductcontentEditorialcontentSocialcontentProduct DataMgmtPricingMgmt.AssortmentPlanningBenchmarkCollaborationPhotoMgmt.ImageMgmt.DescriptionMgmt.GraphicDesignerNaming &LabellingMgmtStore infomgmt.CopywritingBlogs Mgmt.CommunityMgmt.Ratings &ReviewsSocial MediaAdministrationTranslation ServicePromotionMgmt.SEOSEMAffiliationMgmt.RetargetingRemarketingCommissionDeduplicationemailMarketingComparisonShoppingGift /VoucherMgmtLoyaltyMgmtCross/UpSell Mgmt.ClusteringMgmt.Segmentation Mgmt.FunnelOptimizationInvoiceMgmtReconciliation Mgmt.Tax Mgmt.Payment &ProcessMgmt.Fraud MgmtStock Mgmt.3PL contractMgmtWarehousing Mgmt.Transportation Mgmt.AuditingServiceSalesTrackingAlertMonthlyReportingServiceWebAnalyticsMarketingAnalyticsShoppingAnalyticsFulfilmentAnalyticsReturnsMgmtReplenishment Mgmt3PL / CarrierselectionCollaborationStoreintegrationCustomerCareSupportserviceOnlineServiceProductReturnsMgmtOrders MgmtAdministrative ServiceFacility mgmtApplicationmgmtLicencingmgmtReservation /Pick23414) Optimize investiment
  • 57. Copyright © 2013 Accenture All rights reserved. 57So what?
  • 58. Copyright © 2012 Accenture. All rights reserved. 58So what? … the final takes> 4th e-Commerce Gen that startsfrom the customer experience isseamless and omni-channel>E-Commerce is strategic for fashionbrand to rethink your model and winin a changing market> Exhaust the brand potential byactivating and leveraging theacquisition channel thrusts>E-Commerce is not rocket science>Preserve your brand during fullcustomer journey
  • 59. Copyright © 2013 Accenture All rights reserved. 59Thank you !Federico GasparottoDigital Marketing Offering LeadAccenture InteractiveTel: +39-331-7550490@: federico.gasparotto@accenture.comBlog: www.gasparotto.bizLinkedin: it.linkedin.com/in/federicogasparotto