Strategic thought to
exhaust the fashion
e-commerce potential
in the growing markets…
Are we ready to (really) grasp the emerging market
digital opportunities ?

Russia

Copyright © 2012 Accenture All rights ...
Are we ready to (really) grasp the emerging market
digital opportunities ?
1
What is the real omnicahnnel opportunity in t...
Are we ready to (really) grasp the emerging market
digital opportunities ?
1
What is the real omnicahnnel opportunity in t...
How can we define our business goals, reach our
customers and exhaust our e-commerce potential ?
Customer Journey

KPI

Bu...
Fashion e-commerce forecast: China and Russia
will become the 1st and 3rd the global market
E-Commerce Apparel potential c...
Are we ready to (really) grasp the emerging market
digital opportunities ?
1
What is the real omnicahnnel opportunity in t...
The different digital consumer attitude is reflected
by the Top 25 sites interactions in Russia and China
Top 25 Chinese s...
Social-network and marketplace role in the Chinese
and russian customer journey (1/2)
Social influence: % of respondents i...
Social-network and marketplace role in the Chinese
and russian customer journey (2/2)
Sina registred users &
annualized re...
Are we ready to (really) grasp the emerging market
digital opportunities ?
1
What is the real omnicahnnel opportunity in t...
Our digital strategy need to be designed to engage
the customer of markets with different maturity (1/2)
Is our strategy r...
Our digital strategy need to be designed to engage
the customer of markets with different maturity (2/2)
Business Lever

D...
Are we ready to (really) grasp the emerging market
digital opportunities ?
1
What is the real omnicahnnel opportunity in t...
The customer is looking for a seamless
omnichannel multi-touch-point customer-journey
The omnichannel customer is moving t...
The omnichannel acquisition strategy will drive our
presence across the overall customer journey (1/3)
The chinese touch-p...
The omnichannel acquisition strategy will drive our
presence across the overall customer journey (2/3)
The chinese touch-p...
The omnichannel acquisition strategy will drive our
presence across the overall customer journey (3/3)
The chinese touch-p...
… so what ?
1
The market will growth very quickly (+185% in Russia, +335% in
China) then we need to keep an aggressive app...
Thank you!
Federico Gasparotto
Digital Marketing Offering Lead

Accenture Interactive
Tel:
@:
Blog:
IM:

+39-331-7550490
f...
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Fashion e-Commerce: a compared strategic approach for China and Russia

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The e-Commerce strategy to enter in the emergin markets: a compared approach for China and Russia

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Fashion e-Commerce: a compared strategic approach for China and Russia

  1. 1. Strategic thought to exhaust the fashion e-commerce potential in the growing markets…
  2. 2. Are we ready to (really) grasp the emerging market digital opportunities ? Russia Copyright © 2012 Accenture All rights reserved. China 2
  3. 3. Are we ready to (really) grasp the emerging market digital opportunities ? 1 What is the real omnicahnnel opportunity in these countries ? 2 Does we really know these markets and the customer needs? 3 What is the role of the digital in our expansion strategy? 4 What is the best digital go-to-market strategy ? Copyright © 2012 Accenture All rights reserved. 3
  4. 4. Are we ready to (really) grasp the emerging market digital opportunities ? 1 What is the real omnicahnnel opportunity in these countries ? 2 Does we really know these markets and the customer needs? 3 What is the role of the digital in our expansion strategy? 4 What is the best digital go-to-market strategy ? Copyright © 2012 Accenture All rights reserved. 4
  5. 5. How can we define our business goals, reach our customers and exhaust our e-commerce potential ? Customer Journey KPI Business lever Consider Adressable market Reach Brand awareness & ATL Customer Thrust Natural & Organic Acquire Reactivation Engage Customer relation Direct Marketing Click Through Visitors Commercial Levers User Experience Conversion eStore Store Channeling Convert Profitability Relation Copyright © 2012 Accenture All rights reserved. Turnover Customer Lifetime Value 5
  6. 6. Fashion e-commerce forecast: China and Russia will become the 1st and 3rd the global market E-Commerce Apparel potential customer by country E-commerce Apparel potential market by country (Million of people) (Million Euros) € 25.000 400,0 350,0 € 20.000 250,0 Axis Title Axis Title 300,0 200,0 150,0 100,0 € 15.000 € 10.000 € 5.000 50,0 UK IT FR US China Russia 2013 9,3 2,0 5,9 36,6 99,8 8,1 2014 10,7 2,7 7,1 43,1 169,2 10,7 2015 11,6 3,5 8,4 49,8 265,9 12,9 2016 12,6 4,4 9,8 56,7 336,9 15,0 €UK IT FR US China Russia 2013 € 283 € 42 € 124 € 785 € 3.177 € 265 2014 € 359 € 65 € 175 € 1.021 € 6.945 € 420 2015 € 424 € 97 € 234 € 1.291 € 14.233 € 591 2016 € 499 € 138 € 311 € 1.605 € 22.506 € 829 Source: eMarketer, Euromonitor, Internet retailer, idata, ATK. CBInsight, Netcomm, TNS, Accenture Analysis Copyright © 2012 Accenture All rights reserved. 6
  7. 7. Are we ready to (really) grasp the emerging market digital opportunities ? 1 What is the real omnicahnnel opportunity in these countries ? 2 Does we really know these markets and the customer needs? 3 What is the role of the digital in our expansion strategy? 4 What is the best digital go-to-market strategy ? Copyright © 2012 Accenture All rights reserved. 7
  8. 8. The different digital consumer attitude is reflected by the Top 25 sites interactions in Russia and China Top 25 Chinese sites Top 25 Russian sites 1 baidu.com 13 gmw.cn 1 yandex.ru 13 rambler.ru 2 qq.com 14 youku.com 2 vk.com 14 rutracker.org 3 taobao.com 15 ifeng.com 3 google.ru 15 ucoz.ru 4 sina.com.cn 16 youku.com 4 google.com 16 twitter.com 5 163.Com 17 ku6.com 5 mail.ru 17sberbank.ru 6 hao123.com 18 sogou.com 6 youtube.com 18 blogspot.ru 7 weibo.com 19 people.com.cn 7 odnoklassniki.ru 19 habrahabr.ru 8 tmall.com 20 alipay.com 8 facebook.com 20 ya.ru 9 360.cn 21alibaba.com 9 wikipedia.org 21 webmoney.ru 10 sohu.com 22 jd.com 10 liveinternet.ru 22 searchengines.ru 11 google.com.hk 23 google.com 11 livejournal.com 23 rbc.ru 12 soso.com 24 china.com.cn 12 avito.ru 24 sape.ru 25 yesky.com Search Social Marketplace Service/Entertainment Copyright © 2012 Accenture All rights reserved. 25 aliexpress.com Portal/Magazine Bank/payment Source: Alexa, Yander, Accenture analysis 8
  9. 9. Social-network and marketplace role in the Chinese and russian customer journey (1/2) Social influence: % of respondents indicating they “share everything” or “MostThings” online. Marketplace role: (A) the leading experience in China, (B) the e-commerce enabler in Russia. A 24% B Russia China Copyright © 2012 Accenture All rights reserved. Source: Ipsos OTX, Alibaba, KPCB, eBay Alibaba/Taobao, Ozon, Aplha wise, Morgan Stanley 9
  10. 10. Social-network and marketplace role in the Chinese and russian customer journey (2/2) Sina registred users & annualized revenues Russina E-Commerce diffusion by region in 2010 Higest potential Russia China Copyright © 2012 Accenture All rights reserved. Source: TNW, Sina, Morgan Stanley, KPCB, Idata, Acquarius, Grachabicha Maga ccrr, 10
  11. 11. Are we ready to (really) grasp the emerging market digital opportunities ? 1 What is the real omnicahnnel opportunity in these countries ? 2 Does we really know these markets and the customer needs? 3 What is the role of the digital in our expansion strategy? 4 What is the best digital go-to-market strategy ? Copyright © 2012 Accenture All rights reserved. 11
  12. 12. Our digital strategy need to be designed to engage the customer of markets with different maturity (1/2) Is our strategy reflecting the brand positioning and growth plan across all the channels ? The new role of «digital» approached with a consistent seamless customer centric strategy Brand Popularity Exausted exclusive accessible Potential Traditional eCommerce Business by channel growth TV A B Copyright © 2012 Accenture All rights reserved. D Print In-Store Event VIP Event exclusive accessible TV C Digital Print In-Store Event Digital VIP Event “Because the internet is founded on principles of accessibility and democracy, luxury brands generally use digital as a way to spread the brand's dream and mythology. Digital communications can play a valuable and critical role in spreading information about the brand. 12
  13. 13. Our digital strategy need to be designed to engage the customer of markets with different maturity (2/2) Business Lever Dimension Market Maturity • • • • • Geography/accessibility Internet adoption E-Commerce adoption Preferred media Usual customer journey Strategy • • • Access a new market Accessibility Exclusivity Objectives • • • • • • • • • • 1 2 3 4 Channels Copyright © 2012 Accenture All rights reserved. • • Market will increase of 185% • Customer habits • will evolve quickly • We need to show and enhance the perception of our style • We need to transmit the real quality of our products Awareness Communicate Engage Purchase Advocacy • We need to establish a long term relation with the customer base • We need to constantly create new relations with new customers Physical store Mobile On-line Social Marketplace • We need to facilitate the purchase process • We need to cover the relevant touch-point to enable the relation Market will increase of 338% Customer habits will change totally 13
  14. 14. Are we ready to (really) grasp the emerging market digital opportunities ? 1 What is the real omnicahnnel opportunity in these countries ? 2 Does we really know these markets and the customer needs? 3 What is the role of the digital in our expansion strategy? 4 What is the best digital go-to-market strategy ? Copyright © 2012 Accenture All rights reserved. 14
  15. 15. The customer is looking for a seamless omnichannel multi-touch-point customer-journey The omnichannel customer is moving to a different mix of touchpoint increasing the weight of digital OFFLINE FOUNDATION Identification of Need AWARENESS The multi-device consumer is increasing (56% in China) but brand is missing their on-line potential ONLINE Search for Solution Evaluate Alternatives Compare Offers CONSIDERATION Product Details Visit to the brand website Purchase Decision PURCHASE Visit to the store Online Purchase Offline Purchase Mobile App LOYALTY Online Registration ADVOCACY Time Spent Social Interaction 19% 81% Source: European Technographics® Online Benchmark Survey, Q3 2012; North American Technographics Online Benchmark Survey (Part 1), Q2 2012 (US, Canada); Asia Pacic Copyright © 2012 Accenture All rights reserved. Technographics Online Benchmark Survey, Q3 2012 (Australia, China, Hong Kong, India, 15 Japan, South KoreaForrester Research, Acquarius
  16. 16. The omnichannel acquisition strategy will drive our presence across the overall customer journey (1/3) The chinese touch-point relevance analysis to define the customer journey The russian touch-point relevance analysis to define the customer journey Communicate Communicate Periodicals Magazines On-line reviews Market-place search Catalogues Glocal apps TV sales Targeted Door-to-Door DEM Pice-comparrion Flash-sales SMS Product Key-Word Retargeting eCoupon mCoupon Marketplace store Postal Coupon Store Purchase Copyright © 2012 Accenture All rights reserved. online Store Television Radio Magazines Digital Guerilla PR Word of mouth Newsletter Applications Flyers Generic Keywords Site offline Mobile online Radio Digital PR Social-commerce E-Commerce News Sites Online Social Networks TV Video Virals Television Guerilla Word of mouth Newsletter Applications Flyers Generic Keywords Site Periodicals Banner Rich Media Social-commerce On-line reviews Market-place search Store Catalogues Glocal apps TV sales Targeted Door-to-Door DEM Pice-comparrion Flash-sales SMS Product Key-Word Retargeting eCoupon mCoupon Marketplace store E-Commerce offline News Sites Online Social Networks TV Video Virals Mobile Banner Rich Media Postal Coupon Store Purchase Source: Mark Up, eBit Innovation and Demoskopea, NetComm, Euromonitor, Datamonitor, Accenture Research 16
  17. 17. The omnichannel acquisition strategy will drive our presence across the overall customer journey (2/3) The chinese touch-point relevance analysis to define the customer journey The russian touch-point relevance analysis to define the customer journey Communicate Periodicals NetworksVirals Store Catalogues Glocal TV sales apps Market-place search Product Key-Word DEM Pice-comparrion Flash-sales Retargeting eCoupon Postal Purchase Coupon Store Copyright © 2012 Accenture All rights reserved. Radio Magazines Digital PR Guerilla Word of mouth Applications Generic Keywords On-line reviews Market-place search Catalogues Glocal apps TV sales Product DEM Key-WordPice-comparrion Retargeting eCoupon Flyers Store Social-commerce Flash-sales SMS mCoupon Marketplace store E-Commerce Targeted Doorto-Door Newsletter online On-line reviews Mobile online Social-commerce Site Word of mouth Flyers Television Online Guerilla Applications Generic Keywords Newsletter Sites TV Social Video NetworksVirals offline Site Rich Media Magazines Digital PR Periodicals Banner News News Sites Television Social Online Radio TV Video Mobile Banner Rich Media offline Communicate Targeted Door-to-Door Postal SMS mCoupon Coupon Marketplace store E-Commerce Purchase Source: Mark Up, eBit Innovation and Demoskopea, NetComm, Euromonitor, Datamonitor, Accenture Research Store 17
  18. 18. The omnichannel acquisition strategy will drive our presence across the overall customer journey (3/3) The chinese touch-point relevance analysis to define the customer journey The russian touch-point relevance analysis to define the customer journey Communicate Communicate Periodicals Magazines On-line reviews Market-place search Catalogues Glocal apps TV sales Targeted Door-to-Door DEM Pice-comparrion Flash-sales SMS Product Key-Word Retargeting eCoupon mCoupon Marketplace store Postal Coupon Store Purchase Copyright © 2012 Accenture All rights reserved. online Store Television Radio Magazines Digital Guerilla PR Word of mouth Newsletter Applications Flyers Generic Keywords Site offline Mobile online Radio Digital PR Social-commerce E-Commerce News Sites Online Social Networks TV Video Virals Television Guerilla Word of mouth Newsletter Applications Flyers Generic Keywords Site Periodicals Banner Rich Media Social-commerce On-line reviews Market-place search Store Catalogues Glocal apps TV sales Targeted Door-to-Door DEM Pice-comparrion Flash-sales SMS Product Key-Word Retargeting eCoupon mCoupon Marketplace store E-Commerce offline News Sites Online Social Networks TV Video Virals Mobile Banner Rich Media Postal Coupon Store Purchase Source: Mark Up, eBit Innovation and Demoskopea, NetComm, Euromonitor, Datamonitor, Accenture Research 18
  19. 19. … so what ? 1 The market will growth very quickly (+185% in Russia, +335% in China) then we need to keep an aggressive approach to protect our achievement. 2 The customer journey and the consumer behavior is definitely different so we need to re-invent the overall strategy including the most relevant touchpoints (as local marketplace, social, searches). 3 The digital strategy need to be consistent with our positioning and the market maturity (then probably more aggressive in China relational in Russia). 4 The go-to-market need to cover the most important touch-point for our clients and need to be managed with a strong platform and accurate processes controlled by the brand. Copyright © 2012 Accenture All rights reserved. 19
  20. 20. Thank you! Federico Gasparotto Digital Marketing Offering Lead Accenture Interactive Tel: @: Blog: IM: +39-331-7550490 federico.gasparotto@accenture.com www.gasparotto.biz federico.gasparotto
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