Presentatie E-Shop Expo 2014: fun(doo)

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Presentatie 'The Fundoo Case' van Sven De Waele tijdens E-Shop Expo op 19 en 20 maart in Tour & Taxis Brussel.

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Presentatie E-Shop Expo 2014: fun(doo)

  1. 1. Retail 4.0 – the Fun(doo) case Omnichannel and multichannel are dead March 19th, 2014 @joeridewaele joeri@fundoo.eu @sven_dewaele sven@fundoo.eu
  2. 2. Who are we Sven ▪ Partner at Fun & Fundoo (February 2012) ▪ Partner at Doe Het Zelf mét De Waele former Fundoo (2005-12) ▪ Consultant at Altran Europe (2001-04) ▪ FT International MBA aan Vlerick (2005) ▪ Master in Industrial management (2004) ▪ Civil engineer computer science (2001) Joeri ▪ McKinsey MBA ‘08 ▪ Civil engineer electromechanics (2005) ▪ Industrial engineer (2002) ▪ Partner at Fun & Fundoo (February 2012) ▪ Engagement manager and consultant at McKinsey & Company (2008-12) ▪ Brand manager at Unilever (2005-08) 2
  3. 3. 1. Who is Fun(doo) 2. Our core beliefs and challenges Topics of today 3
  4. 4. From... To... ▪ DiY player launched in '80 -ies ▪ Pure offline ▪ Attracting mainly local shoppers ▪ Leisure concept launched sept '12 ▪ Retail 4.0 omnichannel model ▪ BeNe business ▪ 28 online stores – 1 offline experience center Fundoo, launched in sept '12, builds on the family DiY business and zwembadstore.be („09) 4
  5. 5. Fundoo is the anchor of 28 specialised online leisure shops 5 28 shops = 18 in BE + 8 in NL + 1 in FR + 1 in DE
  6. 6. Fundoo Village launched as interactive experience center for shoppers who want to touch, see and feel the products “Fundoo Village” = 2000m2 to experience, test and get advice Touch, feel, and see – give customers opportunity to connect with their products and inspire them 1 Personal advice – get to talk with expert advisors for your questions 2 Pick-up point – reserve your products online and pick-up offline 3 Fundoo‟s offline model covering 3 objectives 6
  7. 7. ▪ Objective – Set up 1 integrated multichannel concept in the market with a seamless integration of online and offline – Become leader in leisure in BE NOTE – presentation today is about fundoo as is not about the joint entity Since dec „13 Fundoo has joined forces with Fun to extend our offline presence and build 1 integrated multichannel leisure concept 7
  8. 8. By taking the jump, Fundoo started to play in the “retail 4.0” league... 8
  9. 9. We believe “Retail 4.0” is the new way of shopping in an omni-channel environment 1 2 3 Retail 1.0 Retail 2.0 Retail 3.0 4 Retail 4.0 Total retail: online = offline ▪ Opening of hypermarkets eg. Tesco, Walmart, Auchan, … ▪ First modern e- commerce: – Amazon.com – Ebay – Zappos ▪ Best practices still in development ▪ First retailers with self service ▪ Begin 20th century ▪ ~1950 ▪ ~’1995 ▪ Now 9
  10. 10. Fun(doo) is positioned as mix of cross-channel shopping experience and high customer service 10 Online category killer Offline shopping experience Price Cross-channel Shopping experience Unique product Customer service Digital products & service Customizer SOURCE: booz&co.
  11. 11. 11 Online category killer Offline shopping experience Price Cross-channel Shopping experience Unique product Customer service Digital products & service Customizer SOURCE: booz&co. We believe this is the best positioning when Amazon would ever enter Belgium
  12. 12. 3 core pillars in the Fundoo concept 1 Shopper centric – Easy & convenient We don‟t want you to loose time to get to the right information and products @home Specialist - expert2 We test the products ourselves and if needed we bring service@home Experience in leisure3 We want you to be inspired online & offline 12
  13. 13. Our ambition ▪ Become a leading leisure E-tailer in Belgium ▪ Have ~60 online shops live by 2015 ▪ Expand our physical network with multiple stores across Belgium 13
  14. 14. Topics of today 14 1. Who is Fun(doo) 2. Our core beliefs and challenges
  15. 15. Fun(doo)'s core beliefs and challenges 15 OMNICHANNEL and MULTICHANNEL are dead Long live TOTAL RETAIL ▪ # 1 – “Shoppers don't think in channels anymore – neither should our organisation”
  16. 16. The shopper defines the role of each channel and is depending on the category and specific product (1/2) 16 Via which channel do you think these gocarts are most sold at Fundoo? Online? Offline?
  17. 17. The shopper defines the role of each channel and is depending on the category and specific product (1/2) 17 Via which channel do you think these gocarts are most sold at Fundoo? Online Offline
  18. 18. The shopper defines the role of each channel and is depending on the category and specific product (2/2) Online? Offline? Via which channel do you think this wood box is most sold at Fundoo? 18
  19. 19. The shopper defines the role of each channel and is depending on the category and specific product (2/2) 19 Via which channel do you think this wood box is most sold at Fundoo? Phone Online? Offline
  20. 20. Shopper need Re-buyResearch Shop/buy Collect Service Print/ Catalogue/ Online shop/Mobile Social Offline Offline with online integration Call center/ customer service SOURCE: google ▪ In retail 4.0 there is no online or offline purchase funnel ▪ Customers mix online and offline during different stages of the funnel G Browse catalogue Search Check with friends Inspect products Buy online Check order (mobile) Collect in store/ at home Query installation instructions Write review Check features Buy again Read reviews Query specification Shoppers do not think in channels anymore 20 Typical omni-channel scenario
  21. 21. Our kiosks make it possible to bring a wide assortment on the offline shopping floor 21 ▪ Connecting the online with the offline makes it possible to – Offer our long tail assortment – Be a sales information guide during the sales process ▪ Sales process is completely different ▪ Strong category management is critical 650 4,400 Offline x7 Online Offline 650 X20? Online Today Future Number of SKUs online vs offline, today and future
  22. 22. SOURCE: Fundoo We try to guide our shoppers along the customer journey from the on to the offline... Examples on how we guide our shopper to the offline Shopper need Re-buyResearch Shop/buy Collect Service Appointment module – an appointment module on our online site to plan a visit (mainly for expensive products, e.g., sauna Offer extra services offline Offer relevant extra‟s for offline visits, e.g., collect and go in store and get 10% rebate on next online order Create experience events offline – e.g., cooking classes, sauna expert demo sessions, … From the online funnel Invited to the offline Special promotions only available in store – communicated on the site or via email 22
  23. 23. Shopper need Re-buyResearch Shop/buy Collect Service From the offline funnel Invited to the online Receipt – put online promotion on the receipt, e.g., 5EUR rebate on product and online promo code PRO123 Extended product info – push shoppers to online to give more info Collect email address – even if a customer bought offline connect with him for future offers SOURCE: Fundoo research But also from offline to online! Reviews – foresee a review process online for offline buyers Examples on how we guide our shopper to the online 23
  24. 24. Our online/offline shoppers have the highest value Online/Offline comparison per fundoo shopper segment Average value/ buyer x1 x3 Pure online shoppers Online- offline shoppers Pure offline shoppers % repeat x2 1,1 ▪ Once the fundoo shopper went offline it is much easier to start selling online ▪ Trust barrier is gone and shoppers go for the convenience driver ▪ Fundoo frequency for pure offline shoppers is lower due to low network coverage SOURCE: Fundoo data 24
  25. 25. Retail 4.0 still has a couple of challenges 25 Buy offline, return online 2a ▪ What about the product stock? Keep in offline stock or send to online stock? Buy online, return offline 2b ▪ Who takes the revenue loss? Online or offline? Issues Loyalty system1 ▪ How will you use your loyalty points online/offline? Sell online items in offline shop 3 ▪ Who gets the revenue? Online or offline? ▪ Who takes the handling cost?

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