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E shopper Index - by Christophe Biget at IVentures

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E shopper Index - by Christophe Biget at IVentures

  1. 1. 1© iVentures Consulting 2014 eShopper Index ®eShopper Index Digital strategy for retail: OmniChannel ® May 7th, 2014 #hivedata @cbiget @iventuresC
  2. 2. 2© iVentures Consulting 2014 eShopper Index ® About us  iVentures Consulting is a management consulting firm dedicated to digital strategy, founded in 2005 and based in Paris and San Francisco  iVentures Consulting mainly works in the Fashion, Luxury, Cosmetics, Retail, Travel, Media & Entertainment sectors Digital Business strategy  Omnichannel and digital strategy diagnosis and definition  Organization, business planning and road map  Business intelligence  Support to implementation Digital skill development of top managers and executives  Training  Digital academy  Learning expeditions  Reverse mentoring … eShopper Index  Ranking & Analysis of leading companies’’ E- Commerce performances all along the customer journey
  3. 3. 3© iVentures Consulting 2014 eShopper Index ® Today, the question is not to know WHERE customers buy but HOW they buy IN THE PAST Physical retail and E-Commerce were two distinct experiences TODAY Retail 2.0: a unique & fluid customer experience without breaches
  4. 4. 4© iVentures Consulting 2014 eShopper Index ® What is eShopper Index?  The only International Index to:  analyze & rank leading companies’ E-Commerce performances all along the customer journey  cover 13 sub-steps of the customer journey through over 250 criteria  allow cross sector comparisons through over 130 companies in 11 sectors all over the world Website Mobile Social platforms Customer services CRM OmniChannel
  5. 5. 5© iVentures Consulting 2014 eShopper Index ® 2014 eShopper Index 13 sub-steps measured OmniChannel Before purchase SEO/ SEM Social Media Mobile User Interface Product Page During purchase Sales Funnel Customer Service Newsletter After purchase Communication emails Customer AccountDelivery & Package Return & Refund
  6. 6. 6© iVentures Consulting 2014 eShopper Index ® Overall Ranking of the 130 analyzed companies 1 Zalando 28 Walmart 55 Thierry Mugler 82 Nocibe 10 9 YSL 2 Zappos 29 Nike 56 Zara 83 Michael Kors 11 0 Columbia 3 Amazon 30 Macy's 57 Benefit Cosmetics 84 Ruelala 11 1 Nespresso 4 Net A Porter 31 Barnes & Noble 58 Louis Vuitton 85 Guerlain 11 2 Boulanger 5 Gap 32 Yoox 59 Coach 86 Baccarat 11 3 Sainsbury's 6 Lacoste 33 Burberry 60 Eveil & Jeux 87 Hermes 11 4 Fresh 7 Fab 34 Estée Lauder 61 Otto 88 Neiman Marcus 11 5 Safeway 8 Nordstrom 35 Mytheresa 62 Farfetch 89 SFR 11 6 Guess 9 Marks & Spencer 36 Gilt 63 Nasty Gal 90 DKNY 11 7 Dior Parfums 10 Ralph Lauren 37 Levi's 64 Toys"R"us 91 Next 11 8 Homebase 11 Target 38 Justfab 65 Calvin Klein 92 Longchamp 11 9 Giorgio Armani 12 Sephora 39 Chanel 66 Apple 93 Neutrogena 12 0 Bouygues Telecom 13 Kate Spade 40 Hugo Boss 67 Saks Fifth Avenue 94 Gucci 12 1 Orange 14 Harrods 41 Tesco 68 Shopbop 95 Marionnaud 12 2 3 Suisses 15 Clinique 42 Décathlon 69 Reebok 96 Dell 12 3 Dolce & Gabbana 16 Sarenza 43 Createurs de Beaute 70 Tommy Hilfiger 97 Argos 12 4 AT&T 12
  7. 7. 7© iVentures Consulting 2014 eShopper Index ® Executive summary What the Top 20 says  The best bricks & clicks have caught up and even surpassed the pure players:  75% of the top 20, and 79% of all analyzed companies TOP 20 1 11 2 12 3 13 4 14 5 15 6 16 7 17 8 18 9 19 10 20  The performance of European companies is neither better nor worse than that of American companies  The Fashion sector emerges as the winner followed by the Multi-sector players  Fashion: 50 % of the Top 20 for 31% of all analyzed companies  Only 1 luxury company and 2perume and cosmetics  Multi-sector: 25% of the top 20 for only 10% of analyzed companies
  8. 8. 8© iVentures Consulting 2014 eShopper Index ® OmniChannel ranking OmniChannel Top 10 1 2 3 4 5 6 7 8 9 10  50% are European, 50% American  80% are retailers/ 20% are brands  60% are in Consumer Electronics and multi-sector
  9. 9. 9© iVentures Consulting 2014 eShopper Index ® OMNICHANNEL Key figures 69% 31% % of players with stores or showrooms that set up at least one OmniChannel service* Minimum one main omnichannel service No omnichanel services * At least Pick-up in store or Return in store or Connected device(s) in store
  10. 10. 10© iVentures Consulting 2014 eShopper Index ® OMNICHANNEL Key figures 0% 20% 40% 60% 54% 40% 36% 36% 25% 20% 18% 6% 3% Main OmniChannel services implemented
  11. 11. 11© iVentures Consulting 2014 eShopper Index ® OMNICHANNEL Key figures 0% 10% 20% 30% 40% 50% 60% 70% 63% 30% 37% 36% 26% 23% 17% 13% 2% 46% 48% 36% 36% 25% 17% 18% 0% 4% Main OmniChannel services implemented by region USA EUROPE
  12. 12. 12© iVentures Consulting 2014 eShopper Index ® 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 100% 75% 32% 83% 50% 16% 67% 100% 8% 14% 50% 40% 80% 100% 64% 67% 100% 37% 89% 67% 33% 29% 20% 54% Pick up in store vs Return in store by sector Pick up in store Return in store OMNICHANNEL Key figures
  13. 13. 13© iVentures Consulting 2014 eShopper Index ® OMNICHANNEL Observations, Benefits and Recommendations Observations:  Companies with physical and online presence should implement a clear OmniChanel strategy all along eShopper journey to leverage their presence and benefit from competitive advantages  OmniChanel strategy will benefit to both the eStore and physical stores through driving traffic, increase frequency of contact, and maximise customer intimacy  The challenge is to implement the process and train sales staff to respond to customer expectation by providing digital experience  Fashion brands are the best in providing OmniChannel experience Benefits:  Increase quality of the customer experience  Give new reason to go to stores  Increase sales  Differentiate from other brands  Build customer loyalty BASICS  Buy online and pick up products in store  Exchange or return products in store  Check products availability in physical store from website  Scan barcodes and QR Codes for more information about product (Product Page, comments,..)  Localize the nearest store from mobile app DIFFERENCIATORS  Book an appointment in store from the site or mobile for advices  Reserve product through website to pick up in physical store (without purchase)  Find coupons and deals on the website/social pages to use in physical store  Use tablet in store to customize product from website  Use tablet in store to browse catalogue and order product for a delivery at home  Use the mobile application in store for calling a sales staff, checking availability of product,..  Receive deals when near to the store through mobile application  Localize the nearest store from mobile app GOODIES  Call Customer Service from mobile app  Try product in store through an interactive mirror (Fashion)
  14. 14. 14© iVentures Consulting 2014 eShopper Index ® MACY’S RICH AND COMPLETE OMNICHANNEL EXPERIENCE Online experience  Check the availability of product in physical store  Book an appointment for exclusive advices  Coupons available online and in-store In-store experience  Pick up a product ordered online  Return a product ordered online  Scan barcodes and QR codes for more information about products or promotions  Use the mobile application in store for deals and promotions  Use tablets in store to check availability of products (with sales staff) OMNICHANNEL Best Practices
  15. 15. 15© iVentures Consulting 2014 eShopper Index ® OMNICHANNEL Best Practices DARTY DIGITAL SHOPPING EXPERIENCE IN STORE Online experience  Check the availability of product in physical store In-store experience  Scan a product in store for more information through mobile app (bar code and QR code)  Pick up a product ordered online (4hrs after purchase)  Return a product ordered online  Free wi-fi to avoid 3G/4G issues with mobile  Use the touch screen in store to browse products or to call someone from the sales staff for help  Call the After sales service for help from the mobile app
  16. 16. 16© iVentures Consulting 2014 eShopper Index ® OMNICHANNEL Best Practices BURBERRY IMMERSIVE BRAND EXPERIENCE COMBINING THE BEST OF ONLINE & OFFLINE ENVIRONNEMENT Combination of online and offline environments: Burberry.com and Burberry’s stores Online experience  Possibility to book an appointment for shopping advice In-store experience (London flagship)  Presence of personalized screens through interactive mirrors.  Possibility to manipulate reality by experiencing products physically and virtually at the same time  Shop through a connected tablet with sales staff help  Watch through tablet how each product is made  Presence of a digital wall pulsating with content, alternating between live runway feeds, audiovisual content, mirrors and ads
  17. 17. 17© iVentures Consulting 2014 eShopper Index ® JOHN LEWIS VIRTUAL SHOPPING AND MIRROR FOR A NEW EXPERIENCE Possibility to:  Try products through virtual mirrors. Customers can create complete outfits selected from johnlewis.com. This makes the shopping experience more enjoyable by letting customers see how they look without getting undressed  Purchase by scanning QR codes of products displayed on the shop window and buy these from the mobile website OMNICHANNEL Best Practices
  18. 18. 18© iVentures Consulting 2014 eShopper Index ® TOPSHOP ONLINE AND OFFLINE OMNICHANNEL EXPERIENCE Online experience  Book a free appointment with a stylist in store In-store experience  Pick up a product ordered online  Return a product ordered online  Scan product barcodes in store to save to Notebook, share with friends, or check stock in another store  Scan Topshop QR codes for exclusive content OMNICHANNEL Best Practices
  19. 19. 19© iVentures Consulting 2014 eShopper Index ® OMNICHANNEL Best Practices AMERICAN APPAREL MOBILE EXPERIENCE IN STORE  Receive deals, offers and product notifications walking into any American apparel retail store with the mobile application  Augmented reality experience by scanning images and product barcodes around the store to see full outfits, color lines, videos, slideshows, and ways to wear then share favorites with friends  Access to LeClub account at retail stores for a faster shopping experience, all while acquiring loyalty points
  20. 20. 20© iVentures Consulting 2014 eShopper Index ® Contacts PARIS OFFICE Christophe Biget Partner +33 1 70 08 06 60 christopheb@iventures-consulting.com @cbiget SAN FRANCISCO OFFICE Aurelia Ammour Partner +1 (415) 315-9654 aureliaa@iventures-consulting.com @aammour www.iventures-consulting.com @iventuresC

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