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Omnichannel retailing - Patrick Munden eBay

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Omnichannel retailing - Patrick Munden eBay

  1. 1. WINNING IN TODAY’S OMNICHANNEL RETAIL WORLD Patrick Munden Head of Large Merchant Marketing Europe, eBay
  2. 2. CONSUMER BEHAVIOUR HAS CHANGED Lines have blurred in an omnichannel world It’s no longer Online vs. Offline
  3. 3. OMNICHANNEL RETAIL 75% of total retail spending occurs 15 miles from home Source: UPS 2012 80% of eBay buyers would buy cross- border for the right product Source: eBay research 2012 £5 Billion m-commerce estimated sales for UK in 2013 Source: Deloitte research August 2013 MOBILE – LOCAL - GLOBAL
  4. 4. GLOBAL ONLINE MARKETPLACE eBay connects buyers and sellers worldwide BUY IT NEW AND BUY IT NOW eBay works with 100+ high street retailers and brands 19.5 75%of the items are sold at fixed prices 70%of the items are new Source: eBay.com quarterly results Q4-2013 and internal research 2012-13 unless stated 149 MILLION active users in UK & Ireland ANYTIME AND ANYWHERE eBay Mobile is a shopping universe in your pocket $22 BN global mobile sales in 2013 260+ MILLION eBay Inc. app downloads worldwide 40% of eBay transactions are touched by mobile MILLION active users worldwide
  5. 5. SHOPPING IS NOW COMPLEX AND FRAGMENTED
  6. 6. Is there an eBay effect? What’s the future of the store? Are omnichannel customers worth pursuing? Does online cannibalise offline? RETAILERS ARE ASKING: DOES ONLINE COMPLIMENT OFFLINE?
  7. 7. How can retailers realise the omnichannel opportunity? Are leading retailers benefiting from an omnichannel approach? Is there value in serving omnichannel consumers? STUDY: THE OMNICHANNEL OPPORTUNITY UNLOCKING THE POWER OF THE OMNICHANNEL CONSUMER 3 2 1
  8. 8. STUDY: THE OMNICHANNEL OPPORTUNITY METHODOLOGY Interviews with leading retailers across Europe Econometric analysis of store and non- store sales, and the impact of a broad presence across channels Survey of 2000 adults in the UK and Germany
  9. 9. DELOITTE EXAMINED THE UK MARKET FOR WOMEN’S DRESSES FROM 2009 TO 2013 Generating £1.5bn annual sales With 54% of market 17 RETAILERS
  10. 10. DELOITTE FINDING: OMNICHANNEL RETAILING HELPS CAPTURE INCREMENTAL SALES For every £100 spent through non-store channels Based on UK women’s dresses market £95 is incremental to store sales. Level of cannibalisation is just 5%
  11. 11. PRESENCE ON EBAY DRIVES TRAFFIC TO OTHER CHANNELS USED BY THE BRAND “We found that promotions we run on eBay.co.uk have a positive impact on sales on our own website, and also more surprisingly, in store.” Andy Harding, Executive Director of Multichannel, House of Fraser 1.2% INCREASE in store sales from a presence on eBay DELOITTE FINDING: A PRESENCE ON EBAY INCREASES IN-STORE SALES
  12. 12. IS THERE VALUE IN SERVING OMNICHANNEL CONSUMERS? CONNECTED CONSUMERS ARE BLURRING THE ON/OFFLINE BOUNDARIES How do we shop in UK? 31% of people visited a store prior to making a recent online purchase 34% of people used online channels before making a purchase in store 1 in 3 people already use multiple channels when shopping Findings from Deloitte’s survey of 1000 adults in UK Q3/4-2013
  13. 13. IS THERE VALUE IN SERVING OMNICHANNEL CONSUMERS? CONNECTED CONSUMERS ARE INFLUENCED BY A WIDE RANGE OF SOURCES 69% said that visiting the high street store had a big influence on their shopping 72% are influenced by friends and family What influences shopping behaviour? 2/3 are influenced by customer reviews, and slightly higher by price comparison sites 1/2 reported that they were influenced by social media and blogs 43% Reported that they were influenced in their shopping by apps
  14. 14. IS THERE VALUE IN SERVING OMNICHANNEL CONSUMERS? TECHNOLOGY IS DRIVING SHOPPING BEHAVIOUR Over 80%of tablet owners have used their tablet for shopping 35% use their smartphone to find nearby stores 34% take a picture of a product to retrieve information on it 23% recognise their location and provide information on local offers 23% scan barcodes in order to access additional information What influences shopping behaviour?
  15. 15. IS THERE VALUE IN SERVING OMNICHANNEL CONSUMERS? They are almost 2x as likely to use mobile as part of their purchase journeys 50% A NEW BREED OF CONSUMER HAS EMERGED – THE SUPER SHOPPER Shoppers who behave in an omnichannel way are more valuable to retailers, spending more money and shopping more frequently The value of these purchases through multiple channels can be up to 50% more than those purchased through a single channel These shoppers are 30% more likely to research online before visiting store 18% of shoppers account for around 70% of retail spending in the UK
  16. 16. OFFERING FLEXIBLE DELIVERY OPTIONS, USING THE STORE AS A COLLECTION POINT BEING PRESENT AT ANY STAGE OF THE SHOPPING JOURNEY ALLOW CUSTOMERS TO USE THE CHANNEL OF THEIR CHOICE HOW CAN RETAILERS REALISETHE OMNICHANNELOPPORTUNITY? ADOPT A VARIETY OF STRATEGIES THAT BLUR ONLINE/OFFLINE
  17. 17. What was your reason for completing your purchase in-store? What was your reason for completing your purchase online? HOW CAN RETAILERS REALISETHE OMNICHANNELOPPORTUNITY? OFFER FLEXIBILITY AND SPEED ACROSS INTEGRATED CHANNELS I did not want to wait for delivery I wanted to try out or test the product I was buying I wanted to see the range available in store 20% 30% 25% The product was cheaper online Special offer that was only available online I find online shopping more convenient 40% 27% 30%
  18. 18. Download the report and guides http://ebay.eu/omni ©2014 eBay. All rights reserved. eBay and the eBay logo are registered trademarks of eBay. Designated trademarks and brands are the property of their respective owners.
  19. 19. THANK YOU. Patrick Munden pmunden@ebay.com Twitter: pmunden

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