Gracia amico - Hobbs - eRetail 2014

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Gracia amico - Hobbs - eRetail 2014

  1. 1. IT’S ALL RETAIL Gracia Amico 18 March 2014
  2. 2. A quick overview The last 20 years...
  3. 3. The retail journey
  4. 4. How did I start the journey
  5. 5. Experience at true British multi-channel retailers
  6. 6. It is the customer and only the customer who matters Anytime, anywhere.
  7. 7. The new era has brought some challenges  Store vs. Online: Cannibalization?  How to deliver this well?  Silo mentality  How to understand the numbers and therefore customer with multiple touch points  What does the modern company look like? Who is in charge?
  8. 8. How did we approach some of these at Hobbs Cross channel Education  70% of online browsers go to store to buy  26% of all email openeners have never bought online but go to stores within 3 days of receiving the email to buy  Build one view of the customers
  9. 9. A two-way relationship  Collect emails  Accept returns in store  Click and collect set up  pilot  Store room  System  Signage  results  Rewards?  Results - numbers  Local emails to drive traffic  Style appointments  Local mobile ads  Increase footfall through click and collect stores online
  10. 10. Multi-touch points effect at Hobbs Understanding the numbers  Mobile revenue increase of +74.6%  Mobile mix 34%  Mobile + ipad traffic +170%  Conversion of mobile -58% of desktop  Conversion on Ipads -20% of desktop
  11. 11. A new view  Mixed/blended  How many times the customer has engaged with the brand during their visit conversion engagement
  12. 12. Coming back to the customer  Understanding  Convenience  Relevant  Needs to make a real difference Single view
  13. 13. Relevant and convenient Supermarkets
  14. 14. Understanding the customer Pure players
  15. 15. Challenges in the company  Where does ecommerce sit?  Who has ownership of  Sales  Technology  What is the role of marketing?  Where does social fit in?
  16. 16. Big estate companies have a multi-channel director covering both stores and online Small estate companies have ecommerce lead retail A proper place for the marketing director – numerical position – reschooling The CEO is the customer! The changing boardroom
  17. 17. - The End – or, the End of the Beginning...? Winston S. Churchill

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