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Любомир Кучук — логистика-для_маркетинга
 

Любомир Кучук — логистика-для_маркетинга

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    Любомир Кучук — логистика-для_маркетинга Любомир Кучук — логистика-для_маркетинга Presentation Transcript

    • Logistics  for  Marketing This  copyrighted  document  is  the  property  of  OOO  Kupishoes    and  is  disclosed  in  confidence.  It  may  not  be  copied,  disclosed  to  others,  or  used   for  manufacturing,  without  the  prior  consent  of  OOO  Kupishoes. Liubomir  Kuchuk   5th  of  June  2014
    • Content 2 4 2 3 1 Lamoda  background Why  we  need  to  do  own  Logistics? Implications  of  technology  on  the  business  model What  does  that  mean  to  customers?
    • Lamoda  is  backed  by  experienced  investors… 3 Globally  renowned  investors Press  Clippings
    • …  and  has  access  to  unique  global  knowledge  and  experience  in  e-­‐commerce  through  companies  founded  by  our   investors   4 E-­‐commerce  companies  founded  by  our  investors
    • Q4   2013 Q3   2013 Q2   2013 Q4   2012 Q1   2013 Q3   2012 Q2   2012 Q1   2012 Q4   2011 Q3   2011 Q2   2011 Lamoda’s  growth  has  been  exponential,  covering  already  all  key  markets  in  CIS 5 Partners  who  trust  us   Reaching  customers  across  Russia  and  CIS Present  now To  be  launched  shortly Goal  -­‐  #1  in  Russia  and  CIS >80k#  SKUs~1000#  brands Volume   Number  of  orders Kazakhstan Ukraine
    • Content 6 4 2 3 1 Lamoda  background Why  we  need  to  do  own  logistics? Implications  of  technology  on  the  business  model What  does  that  mean  to  customers?
    • Logistics  infrastructure  is  the  main  challenge  for  ecommerce  in  Russia 7 Germany China USA2x 2x 50x Existing  courier  firms     not  tailored  for  fashion   e-­‐commerce   Supply  challenge ▪ Not  customer  experience   focused   ▪ Relatively  slow   ▪ Relatively  expensive Demand  challenge Customers  expect  highest   service  level ▪ Try  on  at  door   ▪ Cash  on  delivery   ▪ Next  day  delivery   ▪ Friendly  and  timely   couriers   How  to  deliver  superior  customer  experience  to   demanding  customers  across  17.000.000  km2?
    • When  launched  in  2011,  Lamoda  partnered  with  the  most  successful  companies… 8 Leading  international  freight  agent,  used  for  delivering  goods  to   Russia Well  known  European  3PL  provider  with  facilities  in  Russia Leading  international  express  delivery  agent One  of  biggest  players  in  Russia WH  and   fulfillment Inbound   freight Delivery  to   customers Call  Center Initial  Setup
    • …  but  customer  needs  were  not  met 9 Long  lead-­‐time  in  delivery  of  goods  from  suppliers  at  high  cost Long  lead-­‐time  in  all  WH  processes   Low  quality  of  stock     Not  efficient  usage  of  space Long  lead  time  of  delivery   Non  traceable  orders   Customer  lower  satisfaction Low  SLA   Low  understanding  of  our  products   Not  familiar  with  business  model Inbound   freight Call  Center WH  and   fulfillment Delivery  to   customers Challenges
    • Hence  Lamoda  has  developed  its  own,  integrated  ecommerce  platform 10 Inhouse  import  team  to  bring  inventory  online  first  in  the   season Lamoda  Distribution  Center  in  Moscow  focused  on  fast   fulfillment  and  attractive  cut-­‐off  times  for  customers  (e.g.  24h   Moscow  for  next  day) Lamoda  Express  as  the  fastest  B2C  delivery  company  in  Russia/ Kazakhstan  (next  day  delivery  in  >50  cities,  e.g.  Almaty,   Ekaterinburg) Lamoda  Call  Center  with  highest  service  level  for  inbound  and   outbound  operations Inbound   freight Call  Center WH  and   fulfillment Delivery  to   customers Market-­‐specific  Solution
    • Content 11 4 2 3 1 Intro  –  Lamoda  background Why  we  need  to  do  own  logistics?   Implications  of  technology  on  the  business  model What  does  that  mean  to  customers?
    • Customer  experience  that  we  offer  is  reflected  in  every  step  of  the  value  chain… 12 Call  Centre ! ! 
 Distribution  Centre ! ! !   Own  fashion  delivery 99.98%  
 items  availability  in  the  DC 99%  
 of  calls  originated  within  first  5   minutes  from  order  creation Trained  sales  reps     to  support  in  choosing  the  right   goods DC  in  Moscow  where     40%     of  market  is  located 90%  
 of  calls  are  answered  within  20   seconds Next  day  delivery  in  >50   cities Next  day  delivery  in  Moscow   when  ordered  before   Midnight 64  delivery   methods 99.99%  
 outbound  service   level
    • 13 Lamoda  Distribution  Center,  October  2012

    • 14 Lamoda  Distribution  Center,  November  2012

    • 15 Lamoda  Distribution  Center,  December  2012

    • 16 Lamoda  Distribution  Center,  May  2013

    • Customer  experience  that  we  offer  is  reflected  in  every  step  of  the  value  chain… 17 Call  Centre ! ! 
 Distribution  Centre ! ! !   Own  fashion  delivery 99.98%  
 items  availability  in  the  DC 99%  
 of  calls  originated  within  first  5   minutes  from  order  creation Trained  sales  reps     to  support  in  choosing  the  right   goods DC  in  Moscow  where     40%     of  market  is  located 90%  
 of  calls  are  answered  within  20   seconds Next  day  delivery  in  >50   cities Next  day  delivery  in  Moscow   when  ordered  before   Midnight 64  delivery   methods 99.99%  
 outbound  service   level
    • …  and  results  in  massive  impact  on  economics 18 Quick  confirmation  calls     reduce  cancellation  rate Fast  delivery     reduces  rejection  rate Our  high  quality  delivery  service     reduces  rejection  rate Our  high  quality  delivery  service     increases  repurchasing  rate -­‐35% 10+  min5-­‐10  min1-­‐5  min<1  min +6% 6  month3  month1  month Lamoda  Express Other  courier  companies -­‐17% Other  courier   companies Lamoda  Express -­‐10% 4+  days3  days2  daysnext  day
    • Our  efforts  resulted  in  significant  improvement  of  customer   experience  over  last  year Net  promoters  score  (NPS) %  of  satisfied  customers Promoters,  % Detractors,  % NPS,  % 86817876 3555 83767371 Q2   2013 Q3   2013 Q4   2013 Q1   2014 89848285 Satisfied  and  fully  satisfied Website 91848282 Delivery 94878782 Customer  Care Q2   2013 Q3   2013 Q4   2013 Q1   2014 From  -­‐100%  to+100% 19
    • Content 20 4 2 3 1 Lamoda  background Why  we  need  to  do  own  logistics? Implications  of  technology  on  the  business  model What  does  that  mean  to  customers?
    • In  distribution  center,  internal  movements  are  supported  by   improved  technology  which  resulted  in  increased  quality 100%  control  and  track     of  internal  movements… …increased  quality 21 Hand  free  scanner Transport  solutions Zebra  label  printer 18  months  ago 13  times Today 1,5     mistake  out  of       10.000  orders Relative  number  of  mistakes  in   distribution  center  
    • Further  improvements  will  come  from  implementation  of  technology  in   process  automation 22 LoadingDispatchingPackagingSortingPicking
    • Additionally,  last  mile  delivery  will  be  supported  by  sophisticated   software  for  tablets  to  improve  performance 23 Operational  efficiency • Instant  status  update  in  ERP   • Delivery  interval  hit/miss  control   • Real-­‐time  fleet  management   • Complete  transparency  for  customer  care   centre Customer  
 Services • Client  orders  on  screen  with  rich  media  and   suggestions   • Order  specific  information   • Unlimited  opportunity  for  upselling   • Deep  integration  with  CRM Sales  Force
 Management • Real-­‐time  tracking  of  KPIs   • Team  ranking  to  build  competition  and  drive   performance   • Gamification  to  motivate  personnel
    • Thank  you! This  copyrighted  document  is  the  property  of  OOO  Kupishoes    and  is  disclosed  in  confidence.  It  may  not  be  copied,  disclosed  to  others,  or  used   for  manufacturing,  without  the  prior  consent  of  OOO  Kupishoes.