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Shopper First Retailing (L'Oreal)

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Shopper First Retailing (L'Oreal)

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Shopper First Retailing (L'Oreal)

  1. 1. Shopper First Retailing What Consumers Are Telling Us About the Future of Shopping ​Amanda Green ​Head of eCommerce & CRM, L’Oreal Luxe Australia ​James Johnson Regional Director, Customer Success & Retail Practice, Salesforce Commerce Cloud ​
  2. 2. Amanda Green Head of eCommerce & CRM L’Oreal Luxe James Johnson Regional Director Customer Success
  3. 3. Digital Agility & Culture Drives Success $355.9B $297.8B MARKET VALUE AS OF DECEMBER 30, 2016 COMPANY CHANGE IN VALUE OVER THE LAST 10 YEARS: MARKET VALUE 2006 MARKET VALUE 2016 % CHANGE $27.8B $18.1B $12.4B $24.2B $24.2B $28.4B $51.3B $214.0B $17.5B 96% 86% 33% 64% 55% 54% 21% 1% 1,934% $1.1B $2.6B $8.3B $8.8B $11.0B $13.2B $40.6B $212.4B $355.9B
  4. 4. People Start Their Hunt With Digital… 5% 34% 61% Print Physical Digital 17% 21% 14% 8% Online Marketplace Search Engine Social Media Retailer or Brand App or Site Where are you most likely to start your hunt? (Australian Data) Source: Australia data-only shown. Global Consumer Survey. Six Countries. March, 2017 N=6000. Values may sum to >100% due to rounding. Australia-only data shown.
  5. 5. Use Mobile In-Store 59% 22% Research Some shoppers conduct more than one above activity, thus sum of activities is higher than the whole 11% Buy 30% Compare Prices Source: Australia Data-only shown. Global Consumer Survey. Six Countries. March, 2017 N=6000.
  6. 6. “Important or very important” among Australians 75% “I want to leave a store with my purchase in-hand” Source: Global Consumer Survey. Six Countries. March, 2017 N=6000. Values may sum to >100% due to rounding.
  7. 7. Shoppers Chase The ‘New’ ​Both digital AND physical shoppers expect new products and are more likely to visit when there are new products 8% 27% 66% - N + 0% 10% 20% 30% 40% 50% 60% 70% ​Digital Shoppers ​Physical Shoppers 4% 22% 74% - N + 0% 20% 40% 60% 80% ​Q: I would be more likely to visit when there are new products (agree/disagree) ​8x difference ​19x difference Source: Australia Data-only shown. Global Consumer Survey. Six Countries. March, 2017 N=6000. Values may sum to >100% due to rounding. Australia-only data shown.
  8. 8. of Gen Z’s prefer to shop in stores in Australia 55% Youth ≠ Only Digital
  9. 9. ¸Ω “25% of eCommerce sales are done from within the four walls of the store with sales associates. Further, buy online and pick up in store accounts for approximately 25% of net sales. The two channels are highly integrated.” Stacey Renfro SVP, eCommerce Pier 1 Imports
  10. 10. There’s one shopper. Our job is to serve one brand experience across store and digital. ​Brendan Sweeney, Group General Manager, eCommerce, Cotton On Group
  11. 11. Today’s Leaders Are Agile, Faster, And Nimble From • Annual planning cycles • Top-down product decisions • Week-long delivery cycles • Traditional Waterfall IT / Perfection • Store-based KPIs • Store-centered Sales • Incremental growth mindset To • Monthly or weekly product cycles • Bottom-up / data-led product decisions • Same-day delivery / pick-up • Agile / DevOps-based approaches • Experience-based KPIs • Customer-centered Sales • Growth / Disruption Mindset Customer Experience Transformation must always start with the customer, and must serve as the process for sustained change and innovation
  12. 12. The Road to Shopper-First Retailing The Evolving Storefront Mobile: The Digital Compass Flattening The Funnel Immersive Intelligence Increasing Shopping Efficiency Using AI to Connect Shoppers with Products Shoppers Migrate Engagement Towards Phone In-Store Drives Nearly Half of eCommerce Sales
  13. 13. How L’Oreal Thinks Shopper First
  14. 14. L'Oréal Video 1 - Beauty for All
  15. 15. How L'Oréal Thinks Customer First ​Our Key Areas to address KNOW OUR CONSUMER DATA OBSESSION DIGITAL ADVERTISING THAT WORKS NEW MARKETING GAME GO BIG ON E-COMMERCE THE RIGHT TALENT
  16. 16. How L'Oréal Thinks Customer First
  17. 17. L'Oréal Video 2 - The Beauty Collective
  18. 18. How Kiehl’s Thinks Customer First ​Routine Finder
  19. 19. How Giorgio Armani Beauty Thinks Customer First ​Be where the customer is
  20. 20. Mobile as The Digital Compass ​L'Oréal Makeup Genius
  21. 21. L'Oréal Video 3 - Makeup Genius
  22. 22. Push Notification Jodie tried the look Email Reminder Jodie is reminded of the look & product she liked and other recommended products for her SMS Geo Targeting Jodie gets notified that the products are on sale nearby Social Media Jodie shares her favorite new look from the app Social Ads Targeted and relevant to the look & preferences (Active Audiences) Purchase Jodie buys her look at Priceline ​Customer Journey Makeup Genius
  23. 23. ​Visit it here at Retail Connect L'Oréal Makeup Genius
  24. 24. Additional Resources The Future Of Shopping…
  25. 25. Shopper First Retailing ​With insights provided by the Salesforce Shopping Index, which looks at the shopping activity of more than 300 million shoppers worldwide, a sweeping global consumer survey examining the preferences and motivations of 6,000 shoppers across six countries and dozens of interviews with retail experts in technology and customer experience, this study combines the perspectives of the consumer and the retailer alike. ​demandware.com/resources/unified-commerce-future- shopping/ ​What Consumers Are Telling Us About the Future of Shopping
  26. 26. Commerce Cloud Shopping Index ​This report analyses the activity of more than 500 million shoppers worldwide to identify trends and changes in shopping activity. It represents the truest picture of shopping today. ​demandware.com/shopping-index/
  27. 27. Salesforce Empowered Shopper Report ​To understand further how technology is changing the shopping experience and how retailers and brands need to respond to omnichannel shopper behaviour, Salesforce combined a survey of 650 Australian shoppers with data from more than 40 million online global shoppers to examine current attitudes, habits, and look at the part technology can play in reaching and converting these shoppers. ​www.salesforce.com/au/form/pdf/2017- empowered-shopper.jsp

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