Bluebell_magentocom_china_2013

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Bluebell_magentocom_china_2013

  1. 1. §  We are family owned and have enjoyed a strong presence in Asia for more than 50 years §  70 Brands, 450 Point of Sales in Asia and more than 2,000 employees THE essence §  We selectively establish and build brands across Asia §  We provide access to multiple distribution channels with expertise across luxury product markets §  We tailor distribution strategies to ensure complete respect of the brands equity §  We bring a blend of Eastern and Western culture 2
  2. 2. OVER 50 YEARS OF luxury partnerships in Asia 1954 JAPAN - 1960 KOREA - 1967 HONG KONG, SINGAPORE - 1975 MALAYSIA - 1983 TAIWAN, THAILAND - 1993 CHINA “Our commitment to succeed is matched only by our inherent pleasure in dealing with all things luxurious and beautiful.” MICHEL & CATHERINE GOEMANS 3
  3. 3. SINCE 1970 OUR SINCE 1973 1980 ~ 2000 1989 ~ 2005 SINCE 1989 SINCE 1992 SINCE 1995 SINCE 2000 SINCE 2004 SINCE 2004 SINCE 2006 SINCE 2008 PARTNERS over the years 4
  4. 4. SINCE 2012 OUR SINCE 2012 SINCE 2012 SINCE 2012 SINCE 2012 SINCE 2012 SINCE 2012 SINCE 2012 SINCE 2012 SINCE 2012 SINCE 2013 SINCE 2013 recent PARTNERS 5
  5. 5. §  eCommerce Based on Bluebell eCommerce platform or client technologies: Carven.fr - Carven.jp - Balmain.co.jp - Nuxe.jp - theplace.kr Radley.sg - Radley.my - Pandora.jp (Dec 2013) §  Online Marketing Supporting offline business with online marketing strategy: Search engines optimization, Media Buying, Online PR/Bloggers DIGITAL §  Social Media Adapting global Facebook & Twitter strategy to local players: China (Weibo, Baidu…), Japan (Mixi, Yahoo Japan, Ameba…), Korea (Naver, Daum, Cyworld…) §  Consulting Supporting brand to establish their online distribution in Asia:   IT, Marketing, Logistics, Team recruitment: Uggaustralia.cn ugg.tmall.com - Charlotteolympia.com   6
  6. 6. CARVEN CARVEN UGG INTERNATIONAL SITE eCOMMERCE JAPAN eCOMMERCE TMALL CHINA DIGITAL BALMAIN The PLACE RADLEY eCOMMERCE JAPAN eCOMMERCE KOREA eCOMMERCE SEA 7
  7. 7. The Challenge to Manage Offline and Online Distribution Channels
  8. 8. Hate and Fear relationship «  I  cannot  sell  my  products  online.  Its  too  complicated,  nobody  will  buy  online  »     «  I  should  not  sell  online  or  it  will  kill  my  retail  business  »   «  I  need  some  eMarke;ng  support  to  drive  customers  to  my  stores  »   «  Unfair  compe;;on  from  pure  players  »  
  9. 9. From customers point of view «  I  am  scared  to  buy  online  for  trust  and  services  issues:  security,   fraud,  delivery,  exchange  »   «  It  is  cheaper  to  buy  online  »   «  I  check  online  before  I  buy  in  store:  product,  opinion,  store  locators….    »   «  I  share  online  my  opinion,  my  experience,  my  shopping  »   «  I  check  online  before  I  buy  in  store:  product,  opinion,  store  locators….    »   «  expect  a  seamless  experience  to  buy  online  or  in  store,  before  and  aCer  my  purchase  »    
  10. 10. Changed the Retail industry
  11. 11. Music Killed the retail industry
  12. 12. Travel & Airlines Changed the distribution landscape
  13. 13. Real estate Enrich and support customer experience
  14. 14. Fashion/Apparel Forced the retailer to rethink the customer journey and experience
  15. 15. What is the impact for retailers? People don’t think channel, they think products and brands Customers don’t HAVE to shop to a store, Stores became on of the OPTION to buy from Research Purchase Delivery Web   Web   Post   Mobile   Mobile   Courier   Store   Store   Store  
  16. 16. Competition is everywhere Technology made shopping easier and more engaging eCommerce put the traditional retail on the global map: è  From next door shop to any shop selling online worldwide
  17. 17. What are the key challenges for retailers •  Pricing •  Assortment/Merchandising •  Inventory management •  Level of services •  IT system •  Internal organization
  18. 18. JAPAN
  19. 19. "From Paris to New York, everybody wants to have a piece of Carven... And even the Italians"
  20. 20. Japan distribution eCommerce Retail Department store Multi-brand store
  21. 21. Objectives •  Limit international online competitions •  Maximize sales in Retail and eCommerce •  Multi-Channel experience for local customers •  Integrate the eCommerce site as part of existing distribution
  22. 22. Overall strategy •  Agree with Principal on pure player distribution and principal eCommerce site •  Unique retail price on Japanese market •  Common discount price dates with the whole distribution •  Same buyer for online and offline: Ecommerce + Retail •  Common warehouse for eCommerce and Retail •  Common call center and customer service •  P&L owned by the brand team
  23. 23. Execution
  24. 24. Merchandising - Inventory - Level of services - IT system - Internal organization 1 Collect customers data in all possible touch points
  25. 25. Where eCommerce eCommerce Back-End Retail Department store POS System Bluebell Link© CRM System
  26. 26. In Store registration Paper eRegistration Bluebell Link© CRM System
  27. 27. Merchandising - Inventory - Level of services - IT system - Internal organization 1 Collect customers data in all possible touch points 2 Merge all data and analysis these data with brand team
  28. 28. eCommerce eCommerce Back-End Retail Department store POS System Bluebell Link© CRM System
  29. 29. Merchandising - Inventory - Level of services - IT system - Internal organization 1 Collect customers data in all possible touch points 2 Merge all data and analysis these data with brand team 3 Develop best in class multi channel Customer service
  30. 30. eCommerce Retail eCommerce Back-End Department store POS System Bluebell Link© CRM System Call Center Customer service WMS Bluebell Warehouse
  31. 31. Merchandising - Inventory - Level of services - IT system - Internal organization 1 Collect customers data in all possible touch points 2 Merge all data and analysis these data with brand team 3 Develop best in class multi channel Customer service 4 Adapt your communication and promotion moments
  32. 32. Communication strategy •  Segment your customer Data base •  Build marketing calendar based on: –  Product calendar è Collection –  Promotion è Private Sales, Sales, Family Sales –  Customer History è RFM + Channel + Personal Data + Customer Service Record •  Marketing execution: –  Digital Team + Sales promotion team •  Analytics: track ROI Record •  Next steps: integrate SNS as part of customer profile and communication tool
  33. 33. Merchandising - Inventory - Level of services - IT system - Internal organization 1 Collect customers data in all possible touch points 2 Merge all data and analysis these data with brand team 3 Develop best in class multi channel Customer service 4 Adapt your communication and promotion moments 5 Kpi follow up and reactivity
  34. 34. Key learnings After 3 months setup and 9 months of fine tuning •  Your organization needs to be prepared, IT tools won’t do it for you •  Flexible IT Approach with modules è avoid the black box tools •  Challenge Retail team to improve customer experience in Store •  Challenge Online team to improve the level of service è very high compared with retail standard •  Step by Step approach •  Manage expectation
  35. 35. Improvements and Challenges •  Integrate social media in our data analysis and communication •  In-store pick-up from eCommerce •  Delivery from In-store online shopping •  More education at sales staff level: –  Customer registration è Incentives –  Place online orders –  Up-sale customers who pick-up in store

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