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Best Of 2014 Altavia Watch - English version

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The 2014 Best Of international Retail trends by the Altavia Watch team.
6 main trends identified:
1. Towards a new era in global trade
2. Pure players invest in traditional trading conventions
3. Physical formats are reinvented
4. Smart objects for a new customer experience
5. The triumphant mobile, at the heart of customer relations
6. Personalisation, between customer service and big data

Published in: Retail
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Best Of 2014 Altavia Watch - English version

  1. 1. BEST OF 2014 English version Thierry Strickler – Youmna Ovazza January 2015
  2. 2. Pure players invest in traditional trading CONVENTIONS PHYSICAL formats are reinvented SMART objects for a new customer experience The triumphant MOBILE, at the heart of customer relations PERSONALISATION, between customer service and big data Towards a new era in GLOBAL trade 1 2 3 4 5 6
  3. 3. 1. Towards a new era in GLOBAL trade
  4. 4. Towards a new era in GLOBAL trade  The battle of the giants 2014 confirms the great shape global e-commerce is in (+23.6% in 2013 reaching €1,552 billion) and the major role of the Marketplaces, which have removed borders and extend to all four corners of the globe. The new giants setting the tone of global trade are pure players with pharaonic ambitions: Amazon, Alibaba and Rakuten. The Asian platforms are pitting their efficient economic and service-based model (shop in shop for brands, for example) against Amazon's all-terrain innovation.  The game of multichannel retailer partnerships Traditional distributors are defending their positions by reinvesting in physical stores and using their e-commerce for their multichannel and international development. It is a global playing field and partnerships are being formed between complementary players and competitors, which is reshuffling the decks in trade competition: price war in domestic markets like in France, pooling of forces abroad.  The emergence of Africa In 2013, 70% of the economies with the highest growth rate in the world were in Africa. Africa's middle class is expected to increase from 370 million people to over 600 million over the next thirty or so years (IMF source). The major international retail groups and the pure players have joined this new dimension and are positioning themselves to expand and invest in these new growth drivers. The emergence of powerful pan-African players seems imminent.
  5. 5. Amazon's marketplace has become a global trading tool The world will soon no longer be enough for Amazon, which is announcing some extraordinary unverifiable results for this festive period. Over 2 billion parcels were sent across the planet - to 185 different countries to be precise. And over 25 % of sales were made using a mobile device – a mind-boggling amount. Fulfillment by Amazon is a real success, the retailer has announced - the solution which enables companies to use Amazon to sell their products. There are currently 2 million sellers across the world, accounting for 40% of unit sales on Amazon. In other words, as a Marketplace, Amazon is becoming a key global solution. (Source: actualitte.com)
  6. 6. Wall Street: Alibaba is filling up its cave With 25 billion dollars, the Chinese on-line retail giant is beating the fundraising record. D-Day for the Chinese on-line retail giant Alibaba and its charismatic founder Jack Ma. The biggest stock market transaction in history has taken place in New York. The figures soon make your head spin. Its marketplace is a mix between Amazon and eBay, with Paypal for its payment system, and a final touch of Google for its merchant search engine. This ecosystem, one of its kind, generates annual sales which exceed Greece's GDP. That then is the infinitely great mammoth company worth 168 billion dollars, just fifteen years after it was created in Hangzhou in 1999. (Source: liberation.fr)
  7. 7. The ogre Rakuten takes its slice of the American cake The Japanese owner of PriceMinister has just acquired the cash back shopping engine Ebates for 1 billion dollars. This has shaken up the on- line sales sector. Rakuten is seeking to bring its international sales up to 50% as opposed to its current 6%. "We are going to enter the foreign markets with Ebates, which has set up a partnership with shops in a wide range of fields, all under our umbrella," said Mikitani after the acquisition. (Source: tech24.fr)
  8. 8. The new French retail chain deal Carrefour has concluded a long-term agreement with Cora/Supermarchés Match with joint purchasing in mind from 1st January 2015, each of the chains nevertheless retaining its independence. This partnership focuses on the purchase of domestic and international brands, in both the food and non-food segments. This agreement does not involve their own labels, SME products or fresh farm produce. (Source: retaildetail.be) The effects of the price war between retailers is felt beyond borders: the French Auchan and the German Metro announced their partnership for purchasing foreign products. The first object of the agreement, as of November: joint negotiations for the purchasing of foreign brands. The idea? To place themselves in a position of strength by pooling their resources "in Hong Kong and Shanghai", to deal with suppliers "situated in Asia" as well as in Eastern Europe. (Source: latribune.f) The price war is blowing up the retail landscape. Système U and Auchan have announced the teaming up of their respective purchasing groups. Together the cooperative group and the family business will create the French leader with 21.5% of the market share as opposed to 21% for Carrefour and 20% for Leclerc, while Casino and Intermarché risk falling behind. (Source: challenges.fr)
  9. 9. Ikea and Marriott join forces to create a new hotel chain Last year, Ikea announced its intention of launching a budget hotel chain in Europe. The brand has just found a partner for this project. It is the Marriott Group, which sees this as a way of diversifying, Marriott specialising in luxury hotels. Under the brand name Moxy Hotels, the two partners plan to eventually open 150 hotels in the major European cities. The first hotel is expected to open next year in Milan. (Source: lemonde.fr)
  10. 10. Gap multiplies its international partnerships Gap has become partners with JD, a local e- commerce partner in China. The American group Gap, the second largest fashion retailer in the world, is strengthening its presence in Asia with electronic commerce. The company has signed a partnership agreement with the Chinese e-commerce giant JD to open a store within its platform. (Source: fashionunited.fr) Gap and Zalando announce online pan-European partnership. Gap brand and Zalando, Europe’s largest online fashion web site, have announced a partnership that will see Gap open its own dedicated online shop within Zalando. “This partnership represents Gap’s first foray into multi-brand retailing in Europe. Also for the first time, Gap’s collections will be styled alongside other brands available on Zalando, providing customers with new looks to combine American and European casual style”. (Source : marketwatch.com)
  11. 11. Costco to launch online China store with Alibaba Costco Wholesale Corp. will enter China for the first time through the opening of an online flagship store on Alibaba Group’s Tmall Global platform. Tmall Global allows overseas brands and retailers to establish presence on the Alibaba third-party e-commerce platform Tmall.com without the need for physical operations in China. Costco’s online store launch will extend its offering to consumers in mainland China for the first time. (Source: chainstoreage.com)
  12. 12. Accor goes into partnership with Huazhu to speed up its development in China The French hotel group Accor has announced that it is going to create a trading and capital- intensive partnership with the Chinese group Huazhu, which should allow it to gain ground in China. "The aim is to speed up development by leveraging Huazhu's power, its relationships with real-estate investors and its experience in managing a huge hotel network in China." (Source: lemonde.fr)
  13. 13. Fnac goes into partnership with Intermarché Fnac has announced the opening of 7 stores in France and abroad by the end of the year, including the transformation of two "Culture and Leisure" departments of the Intermarché chain. This announcement is part of the "Fnac 2015" strategic plan which aims to develop the presence of the cultural products retail chain in towns of fewer than 100,000 inhabitants with store sizes between 300 m² and 1500 m². (Source: lexpress.fr)
  14. 14. An African e-commerce company set to conquer new markets The on-line retailer Jumia, the aspiring Amazon of the African continent financed by the German venture capital firm Rocket Internet, is establishing itself on three new markets - Uganda, Ghana and Cameroon. Jumia was launched in 2012 and is already present in Nigeria, Morocco, the Ivory Coast, Egypt and Kenya, offering over 100,000 items. Launches in Cameroon and Ghana are planned according to a company spokesperson. Jumia, which already has over 1,500 employees, is hoping to create 100 extra jobs with this expansion, with an initial team of 30 people in each country for customer support, packaging, distribution and delivery. (Source: fashionmag.com)
  15. 15. Carrefour and CFAO out to conquer the African consumer The African continent is a land of opportunity for the major foreign groups in retail and consumer goods. The French Carrefour has gone into partnership with the Franco-Japanese group CFAO to conquer the market in countries in West and Central Africa. The market outlook is attractive. The African middle class is expected to increase from 370 million people to over 600 million in 2050. From 400 million in 2009, the urban population will reach a billion in 2040. A country like Nigeria already has 18 cities with over a million inhabitants. According to a recent McKinsey report, Africans might be spending over 1,000 billion dollars in consumer goods industries in 2020. (Source: laregionale.com)
  16. 16. 2. Pure players invest in traditional trading CONVENTIONS
  17. 17. Pure players invest in traditional trading CONVENTIONS  The pure players facing the challenges of growth Competitive pressure is continually growing in on-line trade: there were 650,000 BtoC shopping websites in Europe at the end of 2013 and this number is set to rise by 15 to 20% during the coming years (according to Ecommerce Europe). The challenges facing the pure players to keep up and expand are many. A large number of e-traders are developing multichannel-retailing in the opposite direction and investing in traditional trading conventions.  Emerging offline to drive online sales & engagement Embodying the brand, acquiring new customers, creating a bond and engaging consumers, standing out and increasing brand preference, the 2014 trend shows us the players' capacity to leverage the traditional trading conventions at all contact points in the customer journey: > Physical sales in concept stores, and mobile sales via distributors > Sales promotions and recruitment via street marketing campaigns > Preparation for purchasing with printed catalogues > Customer loyalty and experience renewed via technological devices (NFC, screens, iBeacon…) or product concepts and innovative services.
  18. 18. Birchbox Soho uses machine learning to bring the popular subscription service While e-commerce has become a staple of the modern retail experience, for many shoppers it can’t replace the tactile experience of testing products before a purchase. New York-based Internet startup Birchbox aimed to change this in 2010 by creating a strategy for tapping into the persistently offline beauty market, selling customized subscription boxes filled with full-sized product samples, which subscribers can then buy from their online store (Source: psfk.com)
  19. 19. Promovacances, from the Net to a physical agency Launched on the Net in 1998, Promovacances is an on-line travel agency and has been a brand of the Karavel Group since 2001. Promovacances has relied on a multichannel development strategy and from 2005, began to open physical agencies, in order to better meet its customers' needs in terms of advice. Today there are around forty of them in mainland France and the brand plans to expand this network to 75 agencies by 2017. (Source: franchise-magazine.com)
  20. 20. Zalando: The online shopping giant attracts offline customers How can you boost your organic growth in e- commerce? That is the problem facing Zalando. The e-commerce giant is still not profitable and is banking on profitability coming with economies of scale, which can only be achieved by attracting new customers. But customers are hard to convince, so Zalando must reach out to them. (Source: evigo.com)
  21. 21. Welcome to Miliboo, the ultra-connected store The furniture e-retailer is opening a store in Paris which explores both the shopping experience of the future and the future of furniture itself. "Internet users regularly ask us where they can see our furniture," the manager explains. So we thought of the best way of complementing our on-line presence, by providing 'something more' so that people come and see us in store." That something is a 600m² highly-connected store. (Source: journaldunet.com)
  22. 22. Spartoo opens its first store and launches 3 own brands in 2015 The first pilot point of sale will be launched in Grenoble in the first quarter of 2015. And will be followed by many others. "Each store should be profitable after a year," clarifies the CEO. Like many pure players, Spartoo is looking to get closer to its customers. "We need to bring the human touch back into trade to generate brand preference. It's a key loyalty driver." It plans to open outside the European area. International trade already accounts for over 50% of the total turnover, estimated at 130 million Euros in 2013. (Source: ecommercemag.fr)
  23. 23. ASOS invents the fitting room … in the street ASOS, the English on-line shopping site, is incorporating the concept of automated parcel distribution and adding on a fitting room. This innovation would allow on-line retailers to cut their product returns costs which drain their accounts. This new concept is a fitting room in a public place which receives the parcel ordered by the customer, enabling him or her to try on the clothes and send them back straight away if they are not suitable. (Source: lefigaro.fr)
  24. 24. Amazon shifts to paper The e-commerce champion has just published a leaflet for the festive period, distributed all over Europe. There are 12 paper pages featuring around sixty toys for Christmas (without any prices since Amazon adapts them according to the competition). Since 15 November, the e-commerce giant has been sending its European customers who shop in Amazon's Toys, Children & Baby stores this "selection" of toys in their letterbox. And when this on-line sales icon is asked why it has decided to produce a selection on paper, it replies that "it is in Amazon's DNA to always try out new solutions, new things and new techniques for customers." (Source: graphiline.com)
  25. 25. Yihaodian, the 3rd on-line distributor in China, adopts the paper catalogue Yihodian, the 3rd on-line distributor in China also owned by Wal-Mart (51% since 2012), is adopting traditional trading conventions to create traffic on its website. The 12-page catalogue is being distributed in high footfall areas such as the Shanghai underground. (Source: Altavia Group)
  26. 26. The Teleshopping paper catalogue, a factor in sales development Going against the tide of a large proportion of distance sellers, Teleshopping, the leading French telesales company and 100% subsidiary of TF1, is demonstrating that its paper catalogue is a factor in sales development. Teleshopping relies on 4 product distribution channels. The television, which introduces almost 300 products per year, the stores, the websites and the paper catalogue, with 6 million sent annually. The catalogue, which presents a much wider range of products than the television, is a key feature of our customer loyalty strategy alongside our loyalty cards and our digital levers. (Source: complex-systems.fr )
  27. 27. Airbnb to launch glossy magazine Airbnb is moving beyond its internet roots into the world of publishing with the launch of a glossy quarterly magazine. The apartment rental website – which sparked a social media storm earlier this year when its new logo was compared to genitalia – is launching the first edition of the magazine this week. The 128-page magazine, called Pineapple, is a glossy coffee table production of the same ilk as i-D or Wonderland. The magazine promises to take a “new and inspiring look at travel through the lens of the Airbnb community”. (Source: theguardian.com )
  28. 28. 3. PHYSICAL formats are reinvented
  29. 29. PHYSICAL formats are reinvented  Brick & mortar chains reinvent their stores 90 to 94% of total trade in America is still conducted in stores (according to eMarketer and Forrester). The development of the multichannel is forcing retailers to reinvent their physical concepts. The in-store customer experience has become a genuine mantra and there are multiple proposals. Customer focus and "customer-centric" strategies are being renewed to appeal more to customers.  Trading methods are merging The antagonism between digital and physical is no longer an issue. The synergies between the Brick & Click are well-known. "When Fnac sets up a store in a place where it wasn't present, its website sales jump from 15% to 20% in the region (source Le Monde). Digital technology is now used in-store to get to know customers better and help them in their choices. Trade must now use all retail channels together - it is an obligation driven by consumer needs.  Creativity and disruption in the new proximity formats Proximity formats are highly coveted. The major retailers' latest weapon is fresh produce in the food sector. New entrants are innovating through the offer or the mobile formats.
  30. 30. Intermarché unveils its new hypermarket concept Intermarché's new showcase store is in… Gironde, where the chain's new hypermarket concept measuring over 6 000 m² has been unveiled. It is very brightly-lit, with a whole section of the store in a bow window. First surprise: the fresh produce area, which starts with a spectacular delicatessen, stands out very clearly. Its positioning is very clearly more premium, with a really wide variety of choices. The non-food departments have not been left out, particularly the multimedia department located at the store entrance, where you can handle the products at your leisure. In the clothing department, a lot of work has been done too on presentation, with eye-catching red podiums and dark display units. (Source: zepros.fr)
  31. 31. Benetton undergoes its revolution The Italian clothing group has revealed a new store concept in Milan, radically changing its market approach. "In 2012, and especially in 2013, we embarked on a new path by rethinking our business along the lines of a break, a renewal, yet without forgetting our history. The revamped flagship is radically different compared to traditional Benetton stores. The products are no longer set out according to different types, but organised by style and theme, and follow on from each other along a smooth and varied path composed of small sections gathered together. Each one is characterised by a theme and precise set of colours, offering a total look and different possible combinations, together with accessories. (Source: fashionmag.com )
  32. 32. Nespresso Cube: Nespresso's new high-tech store 3 metres by 3 metres. Size-wise, the new Nespresso store at the BHV Marais, is not very impressive. Its interest lies elsewhere: fully automated, it is the first store of its type in France. Reserved exclusively for Nespresso Club members. Fully automated, this store is designed as the fulfilment of a "promise" that Nespresso represents in the eyes of its consumers. A vision of customer relations which has constantly guided its development strategy since its beginnings in France 23 years ago. (Source: relationclientmag.fr )
  33. 33. Gémo: A new connected store concept After the recent opening of its new Follow Me format, Gémo is continuing on its path of modernising its image by unveiling, on 31st October, a new connected store concept. The chain is offering a fashionable layout of collections in this new "connected" format, with low furniture, flattering lighting and in particular a large number of digital screens like the Mobile Mirror and the Shoe Mirror, which are being trialled here before being rolled out in the future new Gémo formats. (Source: fr.fashionmag.com)
  34. 34. Walmart opens first Walmart to Go convenience store After more than a year of planning, the Walmart to Go convenience-store format quietly opened in Bentonville on Saturday (March 15), with the grand opening set for March 19. The small store is a hybrid format — part traditional convenience store, part grocery, part quick serve restaurant. Walmart partnered with Bentonville Butcher & Deli, one of the more popular names around in terms of quality meat, to operate a quick serve meat counter in the back of the store. (Source: thecitywire.com )
  35. 35. Waitrose develops new store format to meet future shopping needs Shoppers can now try on their click and collect orders, learn cooking skills and use tablet computers to place online orders in Waitrose’s latest new format store. Mark Price, managing director of Waitrose, says the new Food & Home format represents the supermarket’s strategic response to the way food retailing is changing. “Food retail is undergoing huge structural change – driven by lifestyle changes and an increased use of technology”, said Price. “It is essential that our shops are at the forefront of our strategic response to these changes, preparing us for the future of retail and retaining our leadership in innovation and customer service in the grocery sector.” (Source: internetretailing.net)
  36. 36. Colruyt Group tests a brand new concept: Cru Colruyt Group is testing a new concept, named Cru. The concept caters for "those who love to eat well and who are in search of pure flavours and authentic products." Cru intends to recreate a real market atmosphere at a permanent site. Customers will find a selection of fresh produce as well as bread baked on-site. The aim is for the concept to evolve gradually. The first Cru in Overijse will build its own identity with its partners, customers and employees and will endeavour to root itself in the region's culture and specific customs. Each new point of sale will therefore bring its own touch according to the region it is in. (Source: retaildetail.be)
  37. 37. A new proximity concept to be seen at Tesco Tesco unveiled a new and original small urban proximity concept on Wednesday 3 September. Situated in the heart of the City of London, the Philpot Lane Tesco Express is smaller than the chain's average store at just 100 m². To save space, the congestion caused by self- service checkouts has been reduced to a minimum. The checkouts are lined up against a wall. Also inside the sales area is a counter serving food to go, operated by a partner chain: Fred’s Food Construction. It also delivers to the offices in the vicinity. (Source: lineaires.com )
  38. 38. Daily Wagon: Leading food truck brand Mobile catering is now structured as a format. Daily Wagon is the leading mobile catering chain in France. One of the original features of the concept is offering a different type of cuisine per truck: So British, Burger, Vegetarian and soon “Chtis” or Corsican. We have a dual development strategy. We are aiming for both recurring locations like offices and private or public events like fairs and exhibitions." (Source: e-marketing.fr)
  39. 39. Day by Day: A new bulk grocery chain Day by Day has just opened its third store in the Paris region. This new package-free grocery concept is a franchise system for expansion. The chain already has a genuine bright and colourful concept defined in its three shops. With an assortment which does not include fresh produce, Day by Day is only designed for staple purchases, but simplifies point of sale management considerably. (Source: lineaires.com)
  40. 40. Birchbox installs vending machines in the Gare Montparnasse For five months, Birchbox has had a cosmetics vending machine, Birchbox On the Go, in the centre of Paris' Montparnasse train station. The machine has a selection of beauty products in packs of two miniatures. Each pack is designed to be used immediately (unexpected weekend away, evening spent with friends, etc.) with the aim of developing a new purchase channel and discovering beauty products. "The train station is a place where you pass through, wait, meet people and set off on long and short journeys. More practical and simpler, beauty according to Birchbox now comes in packs which you slip into your handbag before catching your train." (Source: premiumbeautynews.com)
  41. 41. 4. SMART objects for a new customer experience
  42. 42. SMART objects for a new customer experience  Smart objects are becoming increasingly accessible According to the European Commission, a European had on average 2 smart objects in 2012 and will have 7 in 2015 for a global turnover of 400 million Euros. Of the 3,200 exhibitors at the Las Vegas Consumer Electronics Show in January 2015, over 70% are presenting a smart object, tracker, sensor, smart home equipment, etc.  Retail combines smart objects in every imaginable way for the customer experience It is a genuine revolution and Retail has integrated its many challenges, such as establishing itself in a highly promising market, distinguishing itself through innovation, building its brand image and collecting data on customer behaviour. The scope of smart objects is huge - they can support the consumer through his entire journey, from the shopping list to in-store advice, sales promotion and after-sales service.  The emerging new channel for information and customer relations By building up precise customer data, smart objects bring unprecedented added value. The analysis of this data gives retailers the opportunity to fine-tune themselves to their customers and offer them new services. A new channel for consumer/retailer interaction (after-sales service, logistics, marketing, etc.) is emerging.
  43. 43. The American hardware store OSH hires a sales-robot At San José, in the United States, a new type of salesman has made his appearance in the OSH hardware store. Customers are now greeted and given information by a human-sized robot which can speak. The robot, christened OSHbot and developed by American company Fellow Robots, has actually been helping the store's employees since the beginning of November 2014. (Source: chefdentreprise.com)
  44. 44. Drones put on a fashion show for "Black Friday" Brazil, the Sao Paulo business district - the place where men's clothing retailer Camisaria Colombo flew these model-drones to announce Black Friday 2014. The drones were dressed in sale outfits and stopped to greet potential customers working in the offices. (Source: golem13)
  45. 45. With Apple's iBeacon technology, Macy’s tries out ultra-targeted ads at the point of sale Consumers who visit Macy's department stores are actually the first to try out a new mobile application on Apple, which enables the advertiser to send them ultra-targeted messages according to their behaviour on-site and what is known about their purchasing preferences. The terminals currently installed in two Macy's stores (New York and San Francisco) are able to send signals to customers in the department nearby. They will receive promotional messages in relation to the departments and floors where the iPhone users are. (Source: ad-exchange.fr)
  46. 46. 7-Eleven taps beacons to chase runners into stores Convenience store retailer 7-Eleven is working with Japanese soft drink manufacturer Pocari Sweat on a beacon campaign in Singapore that tracks runners’ progress and offers rewards when they pass one of the chain’s locations. The retailer’s stores will be marked in the app as hydration points, where runners can purchase Pocari Sweat. When users pass by a store, complete a running course, or make a Pocari Sweat purchase, they will receive participation points. (Source: mobilecommercedaily.com)
  47. 47. Darty creates a department for the "smart home" Darty is approaching the smart home at full tilt and already has a lot to say on the subject. Particularly as winter approaches with the first smart heating management devices. And to persuade its customers of the value and usefulness of these smart products, the brand has even created a "smart home" department split into three distinct areas: Electricity (lighting, saving energy, smart plugs), Security (alarms, detection, protection, video- surveillance) and Comfort (heating). (Source: itrnews.com)
  48. 48. Waitrose cooperating with Hiku to introduce smart shopping solutions British supermarket chain Waitrose has started cooperating with U.S. startup company called Hiku. The innovative technology startup has created a smart-shopping device that can change the way we buy groceries online as well as how we create our grocery shopping list. The Hiku devices let users create a smart list of groceries to buy online. (Source: evigo.com)
  49. 49. Nestlé "recruits" a thousand Pepper robots in Japan Capable of engaging in conversation with customers, these robots will be deployed in superstores and specialist stores where Nespresso coffee machines and sachets are sold. A thousand robots will be attempting to beat human salespeoples' sales targets for Nespresso coffee machines and sachets. They will be deployed in superstores and specialist stores from December… in Japan, the most robot friendly country on the planet. (Source: lefigaro.fr)
  50. 50. With the Button, Darty's trust agreement enters the era of smart objects On Thursday 5th of June, the company presented a Made in France smart object which enables it to easily keep in touch with its customers: the Button. By simply pressing the device, its users will be called back by an advisor able to answer their questions. "With the Button, the consumer has permanent access to the equivalent of a concierge service which identifies someone in-house who is qualified to answer the question asked." (Source: usine-digitale.fr)
  51. 51. 5. The triumphant MOBILE, at the heart of customer relations
  52. 52. The triumphant MOBILE, at the heart of customer relations  Anglo-saxon retailers on the mobile front Consumer mobile usage is exploding: 3.6 billion people own a mobile (+5% vs 2013), and payments on mobiles account for 20% of global transactions in 2014 (+66%). As regards Retail, m-commerce (mobile & tablet) has become a key sales channel. Anglo-saxon distributors are leading the market as regards mobile investment and strategy, and their strategic vision is producing real trading results. French brands are lagging behind, remaining tactical and shallow in their application approach and favouring responsive design for their websites.  Service features which rely on multichannel platforms Loyalty programmes, sales promotions, payment - multichannel services are central to a satisfactory and repeated customer experience. Mobile payment is a strong trend which few have yet to integrate successfully. The Starbucks application is one of the most used apps in the USA, with 5 million payments made each week. There is great consumer demand for these services which are the fruit of large investments in multichannel applications and databases, and in-store Wi-Fi.
  53. 53. Zappos tests a Digital Personal Assistant Online retailer Zappos has unveiled a new service that aims to help shoppers find specific products by taking item requests in the form of images. The new service, aptly called Ask Zappos, is like a digital personal assistant who will help customers track down specific items even if the retailer doesn’t have the items in their online store. (Source: psfk.com)
  54. 54. Neiman Marcus makes it easier for mobile shoppers to buy items Neiman Marcus went omni-channel a few months ago, merging its online and offline shopping divisions for a seamless experience, and now it added search technology to its mobile app. Shoppers can take photos and find similar items from Neiman Marcus with a single click. The retailer also added a new feature to its e- commerce site, MyNM, showing shoppers what changed since their last visit to the site, what the current trends are and what is being pinned most on Pinterest at the moment. MyNM works like a sales associate would, replicating the instore experience online. The feature is not yet mobile. Customers find MyNM helpful during their shopping trip to neimanmarcus.com. (Source: internetretailer.com)
  55. 55. Fnac makes its new app a bridge between the Web and stores The chain's new mobile app is packed full of features for m-commerce and cross-channel use. The app stands apart, primarily through its simple, intuitive use, and also through the strong relational aspect and the concern for customising the experience which governed its design. "The database on which it is based is multichannel, the result of the integration of all our data bases three years ago," explains Katia Hersard. (Source: journaldunet.com)
  56. 56. Tablets for boosting customer experience in Buffalo Wings restaurants The Buffalo Wild Wings restaurant chain is going to install tablets in all the tables in its restaurants. Objectives: Attract more customers: tablets provide an opportunity to improve customer retention during quiet periods. Increase loyalty: tablets offer games for all customers to enjoy. Increase the turnover: more customers, more retention, more loyalty… tablets let you order, play and pay. (Source: siecledigital.f )
  57. 57. Walmart builds an in-store mobile experience What is unique about Wal-Mart's position on the subject is that there is a strong mobile component based on an application considered to be an important strategy for innovating the in- store experience. Their long-term vision is to use technology to improve the in-store experience. The mobile is a key element in helping customers have a better in-store experience. (Source: servicesmobiles.fr)
  58. 58. Macy’s: Mobile Retailer of the Year 2014 The Macy’s department store chain has received the highest distinction which each year honours a retailer in the United States for its strategic vision in Mobile Marketing. But it isn't just Macy's progress with the only Mobile channel which is being celebrated here. While the retail sector as a whole is seeing a drop in store traffic, this title pays tribute to the energy, work and investment deployed by Macy's to inject mobile technology into the whole shopping experience. The target: the growing number of consumers who come into a Macy’s with a smartphone in their hand. (Source: mobilecommercedaily.com)
  59. 59. Starbucks France launches a mobile payment and rewards app The American brand is rolling out its mobile application, combining payment and a loyalty programme, in France and Germany. It enables customers to save time at the till and Starbucks to get to know them better to eventually customise its products. “The payment and loyalty card, My Starbucks Rewards, which we rolled out last June, has met with some success: 35,000 people have created their loyalty account on-line. That is why we are launching the mobile app, which is simpler, more fun and includes other features. It is used by customers who want to pay quickly: 28 % of them opt to pay by card in Starbucks cafés.” (Source: relationclientmag.fr)
  60. 60. ASOS supports US expansion with new commerce-enabled app British online retailer ASOS is making a harder push into the United States market with a new application that lets consumers shop and access additional brand content. The app includes many of the basic features that have become table stakes for retailers, such as cross-device log-ins and shopping cart editing features. “The rapid increase in mobile traffic means it’s important for brands to keep investing in and evolving their mobile offering”. “We wanted to make the app reflective of our Web experience which offers a wide range of features, such as runway videos, to give shoppers as much insight into our products as possible before making a purchase”. (Source: mobilecommercedaily.com )
  61. 61. Sainsbury’s wants to link the on-line and in-store experience more closely The British retailer is currently trying out a new mobile app which will facilitate the link between on-line purchasing and store visits. This app will allow Sainsbury's customers to fill their basket via their smartphone at home or on the move, by scanning the barcodes of the products they want or by selecting them on-site. Once in-store, the app guides them through the departments so they can find their products more easily and simply scan the label. Once the trolley is full, they just have to pay using the mobile. The management maintains that, thanks to this app, check-out has been reduced to under a minute. (Source: internetretailing.net)
  62. 62. Kohl’s leverages mobile loyalty program to drive customer engagement Kohl’s is leveraging its new loyalty program, optimized for mobile and Web, in a bid to continue driving customer engagement and build deeper relationships with consumers. The Yes2You rewards program will offer earning points for every purchase made at Kohls.com or in-store, and will serve as a two-way dialogue to help deliver meaningful experiences, according to the retailer. “Loyalty programs serve two major functions: to enable the collection of critical consumer contact and purchase history data and to encourage consumers to give that brand a little bit bigger share of their wallet over a longer period of time.” (Source: mobilecommercedaily.com)
  63. 63. How does Dunkin’ Donuts fill its restaurants on Mondays? Dunkin’ Donuts launched a new mobile app in 2012. A real success, as to date it has been downloaded 8.6 million times. "The speed with which our customers have adopted our mobile app represents unique opportunities for the brand, such as soon being able to order and pay from your mobile, or as of now conducting one-to-one promotions." Last year, Dunkin’ Donuts offered the inhabitants of Philadelphia the following deal: if the local team - the Eagles - won the match the previous evening, each customer presenting his “free coffee coupon” on his mobile app would receive a free coffee the next day. "It creates traffic on a Monday, which is traditionally a quiet day in our restaurants. And it increases the adoption of the mobile app by our customers." (Source: customer-insight-consulting)
  64. 64. Lacoste boosts in-store shopping experience with AR app for new trainer range French clothing company Lacoste is the latest brand to bring digital into its bricks and mortar stores with the launch of a new 3D augmented reality (AR) app that lets consumers try on its new range of LCST trainers. In what the brand is claiming as ‘the first’ AR experience to combine 3D product scanning, the mobile app is designed to use in-store POS to trigger interactive 3D product models of the new range. To use the app, shoppers must place their foot on the in-store floor graphic and scan it with a smartphone to view the trainers superimposed around their foot. (Source: thedrum.com)
  65. 65. 6. PERSONALISATION, between customer service and big data
  66. 66. PERSONALISATION, between customer service and big data  Product personalisation Like luxury brands, commodities (fizzy drinks, trainers, confectionery, etc.) are becoming available in custom-made versions to create emotional brand attachment. The consumer succumbs through a need to be different and to belong. He wants to be unique. Personalisation produced by "co-design" pushes the experience up a notch. The consumer is a player, adding his own personal touch to the product as he wishes.  Personalisation of marketing activation Point of sale digitalisation (tablets, iBeacons, etc.) gives retailers the opportunity to individualise and personalise customer relationships. Offering personalised offers on smartphones according to customers' buying habits, and/or making customer purchase histories available to salespeople, enables a buying situation which is generally anonymous in-store to be personalised.  Personalisation of the relationship The challenge for the brands is to obtain a 360° view of the customer: getting to know their target better in order to build a long-lasting, personalised relationship with him/her, using all of this data in the various channels of communication, sending the right messages at the right time and on the right channel/device, etc. The Big Data challenge becomes above all a Small Data challenge: being able to draw from it good insights into consumers for value-added actions and services.
  67. 67. Le Coq Sportif duplicates its customised clothing service Flocking was used on the French brand's very first sports jerseys and is an integral part of Le Coq Sportif's identity and know-how. The brand is offering its customers the chance to see the flocking method step by step on-line. The French artist Tyrsa has been commissioned for the occasion to create graphics showcasing the sports for which the brand has become famous throughout its history - cycling, tennis and football. (Source: fashionunited.fr)
  68. 68. In New York, the United Nude brand prints your custom- made shoes United Nude has a 3D printer in its NoHo store which you can use to design your shoes and print them. The shoes are tailor-made. In the style capital, competition is fierce. Faced with the Big Apple's great iconic shoe designers, brands are playing the innovation card to stand out. (Source: ideeslocales.fr)
  69. 69. Who A U: An American brand which rides on personalisation WhoWho A U ( Who are you ! ) is a Californian casual-wear brand. Situated in the heart of Soho, its New York flagship store is offering a unique "patch it" retail concept. The brand offers a personalisation concept on every one of its products. It has a wide range of top-quality badges which allow you to express your personality on your clothes. They allow your imagination to run wild to turn your clothes into unique objects. The product therefore reflects who I am (resulting in the Who are you concept…). (Source: nouveaux-concepts.com)
  70. 70. Longchamp installs tablets in-store for customising its bags To celebrate the twentieth anniversary of its iconic Le Pliage handbag, Longchamp has decided to innovate by enabling its customers to customise their model using a tablet directly in points of sale. With this new service, the brand is giving customers the opportunity to choose their model in real time using a tablet. The order is then placed and charged directly at the point of sale. The Le Pliage handbag will be available at the retail outlet or sent a few weeks later. (Source: internetretailing.net)
  71. 71. Louis Vuitton unveils its new store which focuses on the bespoke and personalisation The bland and impersonal in-store experience is no more: the luxury sector is in a way returning to its roots and now considering ways to inject a lifestyle, which may in some cases become a genuine creative process, in the act of purchasing. But the change is really making itself felt in the way the company is really highlighting the personalisation and bespoke manufacturing services it is offering. In this spirit, the Haute Maroquinerie salon, devoted to customised handbags, is offering a huge range of shapes, materials, colours, linings and finishes - initials and hand-painted motifs are available on trunks and metal stamping is available for certain leather or canvas items and accessories. (Source: fashionunited.fr)
  72. 72. Les Galeries Lafayette wish to offer their customers a more personalised service Les Galeries Lafayette are now offering their customers a more relevant and personalised shopping experience through all sales channels. Les Galeries Lafayette will be able to draw on data in real time to suggest suitable recommendations to every buyer and help them find what they need quickly and easily when they are shopping on the brand's website. The use of recommendations should allow Les Galeries Lafayette to take their first steps towards cross-channel personalisation. Les Galeries Lafayette will operate the solution to help the consumer go up-market in his purchases (up-sell) and to recommend to him complementary products (cross-selling). (Source: internetretailing.net )
  73. 73. BrandAlley concentrates its marketing initiatives around personalisation With 4.5 million unique visitors per month and 7 million members, BrandAlley appears in the top 20 retail websites. BrandAlley has restructured its databases in order to make use of all the data, centralise it and perfect one-to-one marketing initiatives, and above all optimise the e-mail implementation process. For a good number of retailers, e-mailing remains the most effective channel at 95%, as the opening rate of e-mails sent, the rate of clicks and subscription cancellations help to calculate the ROI of the campaigns. In fact, the technological solution will deliver contextualised messages or set up personalised scenarios for each customer through all channels. (Source: marketingperformer.fr)
  74. 74. House of Fraser: iBeacon mannequins to mobilize in-store shopping Retailers are looking for ways to lure their customers to store instead of just to their online or mobile site with hands-on technology that works only in the real world, not the virtual world. House of Fraser is testing beacon-enabled mannequins from Iconeme to mobilize the instore shopping experience. Beacon technology uses low-energy bluetooth to communicate with users’ phones, resembling wi- fi a bit. Each mannequin can be programmed differently to send out different information to users. (Source: evigo.com)
  75. 75. Thank you. Thierry Strickler: t.strickler@altavia-group.com Youmna Ovazza: y.ovazza@altavia-group.com Sarah Gaïsset: s.gaisset@altavia-group.com

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