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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.

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) Presentatie E-Shop Expo 2014: fun(doo) Presentation Transcript

  • Retail 4.0 – the Fun(doo) case Omnichannel and multichannel are dead March 19th, 2014 @joeridewaele joeri@fundoo.eu @sven_dewaele sven@fundoo.eu
  • 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
  • 1. Who is Fun(doo) 2. Our core beliefs and challenges Topics of today 3
  • 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
  • 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
  • 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
  • ▪ 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
  • By taking the jump, Fundoo started to play in the “retail 4.0” league... 8
  • 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
  • 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 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
  • 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
  • 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
  • Topics of today 14 1. Who is Fun(doo) 2. Our core beliefs and challenges
  • 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”
  • 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?
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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?