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Welcome to the world of Omnichannel & Commercial Operations.
The mission of OmniChannel & Commercial Operations is to build the bridge between the brand promise and the consumer experience by taking a validated concept to transmission across all our touch points.
We are responsible to ensure that there is rationality and consistency across the business decisions taken by the company. Together with our partners across the business we aim to secure profitable growth and high consumer satisfaction through: Ensuring a unique and consistent consumer experience across all touch points. Driving commercial efficiency throughout the business.
As a new division, let us highlight our responsibilities within the new CGB set-up.
Presentatie big data expo swarovski
SWAROVSKI BENELUX &
Passion for fashion and retail industry
International consumer goods business
Marketing & Economics
Leadership, developing brands, consumer future
MANAGING DIRECTOR Swarovski BENELUX & NORDICS
SWAROVSKI IS NOT ‘JUST ANOTHER RETAILER’
EUR 3.05 billion revenue
Approx. 30,000 employees
Approx. 3100 stores world wide
A touch of glamour, yet within reach
Heritage and mastery
THE SWAROVSKI BRAND
Idea to shelf
Digital savvy consumers
24 hrs online
THE CHALLENGE: A CUSTOMER-CENTRIC RETAIL APPROACH
‘Big Data: business relevance you can’t
see but with the right technology you can!’
FROM TOP DOWN TO BOTTOM UP APPROACH
CONSUMER PURCHASE FUNNEL
Product: coverting meaningful input to relevant
Media: creating a constant dialogue with the
Speed to market: predictions on planning,
production, buying and merchandising
Loyalty: from consideration to purchase, from
purchase to re-purchase
How can data science help us to improve the customer experience?
WHAT HAVE WE IMPLEMENTED SO FAR?
Predicting daily demand of 40.000+ SKU-shop combinations
To minimize lost sales and redundant stock at end of season
Business value Consumer value
19.1% out of stock decrease
for best-selling products
Increased shopping experience: match
between assortment and customer needs on
a local level
No old season products in store
7.5 % increase in turnover
21% stock level decrease for slow moving
Sales of slow moving products not
IMAGE RECOGNITION: THE NEXT STEP IN DATA SCIENCE
WHY ARE PICTURES SO IMPORTANT?
People can easily picture themselves owning
Makes the product much more tangible
More value is attached to the product
IMAGE RECOGNITION USED TO PREDICT CUSTOMER’S TASTE
‘Nowadays most intelligence is focused on textual data, but consumers are focused on images.
For taste sensitive products this can be enhanced with image recognition, because it is hard to
capture style related elements and product feel in product characteristic tags.’
THE ADVANTAGES OF IMAGE RECOGNITION
Type: Remix Bracelet
Manufacturing year: 2017
Materials used: Rose Gold
Usually available data
to detect color
pixels to detect shape
Calculating on images
But what about shape or style?
HOW DOES IMAGE RECOGNITION WORK?
BASED ON THIS PIXEL DATA TASTE CLUSTERS ARE CREATED
THAT REPRESENT SOMEONES TASTE
As input for design for new products, to predict the success of the introduction in advance
HOW TO IMPLEMENT THIS IN THE FUTURE OF RETAILING
Recommendations of new product introductions, by prediction which customers will like them most.
Algorithms that replicate store representatives by getting an accurate grasp of the consumer’s taste
Quickly make an offer that matches individual needs
Offline in combination with VR
THE FUTURE OF RETAIL
‘The online and offline environment will be intertwined to an extent that everything is connected and everyone
online. This provides an abundant number of data and will bring the experience of the consumer to the next