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Manor: Umsetzung der neuen eCommerce Strategie am Beispiel Fashion

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Mit der Präsentation der neuen E-Commerce-Strategie von Manor rundete Vanessa Delplace, Direktorin Manor E-Commerce, das Programm des E-Commerce Summit 2013 ab.
Manor.ch startete 2002 mit dem Verkauf von Wein. Hinzu kamen schrittweise weitere Bereiche und 2012 schliesslich Manor Fashion. Delplace zeigte die Umsetzung der neuen E-Commerce-Strategie am Beispiel von Manor Fashion. Dazu präsentierte sie zunächst die Unternehmensziele. So hat sich Manor bis 2017 auf die Fahnen geschrieben, 5% des Non-Food-Umsatzes online zu generieren.
Die Firma hat sich mit dem neuen Multichannel-Ansatz zum Ziel gesetzt, den Kunden ein umfassendes Einkaufserlebnis zu bieten und diese somit noch stärker zu binden. Dadurch soll der Kundenwert erhöht und auch die Frequenz in den Warenhäusern gesteigert werden.

Mehr zum E-Commerce Summit:
http://magazin.unic.com/2013/03/11/6-schweizer-e-commerce-summit-2013/

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Manor: Umsetzung der neuen eCommerce Strategie am Beispiel Fashion

  1. 1. Umsetzung der neuen eCommerce Strategieam Beispiel von FashioneCommerce Summit 2013 Zürich – Vanessa Delplace
  2. 2. Agenda• Überblick Manor & manor.ch• Die neue eCommerce Strategie• Die Umsetzung• Die ersten Ergebnisse• Ausblick2 eManor, V.Delplace - eCommerce Summit 2013
  3. 3. Umsetzung der neuen eCommerce Strategie am Beispiel von FashionÜberblick Manor Standorte 2012 64 Umsatz 2012 in Mrd. CHF 2.8 Mitarbeiter 2012 10‘5893 eManor, V.Delplace - eCommerce Summit 2013
  4. 4. Umsetzung der neuen eCommerce Strategie am Beispiel von Fashionmanor.ch 2002 • Start Vertrieb Wein im Internet 2009 • Launch der Beauty & Spielwaren Webshops • Implementierung der Hybris-Plattform • Redesign der Seite manor.ch • Einführung von «Collect & Return in Stores» Services manor.ch vor Sept. 2012 2011 • 7’500 Produkte online • Akquisition von eboutic.ch, der Outletstore für Topmarken 2012 • Einführung einer neuen eCommerce Strategie, inkl. Launch des Fashion Angebotes & Redesign der Website (24.09.2012) • 20’000 Produkte online4 eManor, V.Delplace - eCommerce Summit 2013
  5. 5. Die neue eCommerce Strategie5 eManor, V.Delplace - eCommerce Summit 2013
  6. 6. Umsetzung der neuen eCommerce Strategie am Beispiel von FashionDie manor.ch MissionManor.ch wird als Wachstumstreiber Mehrumsatz generieren und unser modernes Imagestärken.Mit unserem neuen Webauftritt werden wir neue Kunden gewinnen und bestehendeKunden noch enger an uns binden.Dank einem konsequenten Multichannel-Ansatz werden wir unseren Kunden einumfassendes Einkaufserlebnis garantieren können.6 eManor, V.Delplace - eCommerce Summit 2013
  7. 7. Umsetzung der neuen eCommerce Strategie am Beispiel von FashionDie strategischen Entscheidungen Neue Positionierung von manor.ch als eCommerce Plattform Breites und hochwertiges Sortiment: unser Flagship (Genf) online bringen Transparente Preispolitik Eigenes Fotostudio Eigene Lager & Logistik-Prozesse Optimierung der Usability der Seiten und des Check-outs (Focus auf ROI) (Einsatz einer eMarketing Strategie)7 eManor, V.Delplace - eCommerce Summit 2013
  8. 8. Die Umsetzung8 eManor, V.Delplace - eCommerce Summit 2013
  9. 9. Umsetzung der neuen eCommerce Strategie am Beispiel von FashionFotostudio Wieso ein eigenes Fotostudio? • Kostenbegrenzung • Flexibilität & Reaktivität bei den Wareneingängen • Die Qualität des Contents (Bilder und Produktbeschreibungen) gewährleisten  5 Studios: • 3 für Models • 2 für Legewaren & Access. • 360° Kamera  Jährliche Fashion Fotoproduktion: • 35’000 Varianten zu shooten • 120’000 Bilder • Bis 400 Varianten / Tag  Team: 8 festangestellte Mitarbeiter + 2 bis 8 Freelancer nach Bedarf9 eManor, V.Delplace - eCommerce Summit 2013
  10. 10. Umsetzung der neuen eCommerce Strategie am Beispiel von FashionContenterstellung Entscheid: Model mit Kopf  Aufbau neue Prozesse & IT- Texter im Haus Schnittstelle Übersetzungen outsourced  Prozess-Dauer: 5 Tage10 eManor, V.Delplace - eCommerce Summit 2013
  11. 11. Umsetzung der neuen eCommerce Strategie am Beispiel von FashionProduktbilder & Produktbeschreibungen Detaillierter Produkttitel 35’000 Klare Brandname & Artikel / Jahr Logo zu shooten An Model Detaillierte Beschreibung vor Ort. Pflegehinweise & Materialinfos vor Ort geprüft. 3 bis 5 Bilder pro Artikel11 eManor, V.Delplace - eCommerce Summit 2013
  12. 12. Umsetzung der neuen eCommerce Strategie am Beispiel von FashionEin dediziertes Lager für FashionUnser Fashion Lager wurde in die Verteilzentralein Möhlin integriert:  3000 m2  120’000 SKUs  Legewaren & Hängewaren12 eManor, V.Delplace - eCommerce Summit 2013
  13. 13. Umsetzung der neuen eCommerce Strategie am Beispiel von FashionDer Versandsprozess: Einsatz Cross Docking Logistik & Verpackung übernimmt unser externer Partner Arvato in Pratteln Aufgabenbereich von Arvato: Aufbereitung, Verpackung & Versand der Ware Kundenretouren möglich via Warenhäuser oder per Post an die Verteilzentrale Möhlin13 eManor, V.Delplace - eCommerce Summit 2013
  14. 14. Umsetzung der neuen eCommerce Strategie am Beispiel von FashionOptimierung der Website  Die Usability der Plattform (Navigation, Funktionen, Suche, usw.) wurde optimiert.  Neues Design: • Fashion orientiert • Strukturiert & klar • Funktionell • Modern • Innovativ • Präsenz von Top-Produkten • Cross-selling Angebote • Berücksichtigt unsere Botschaft: «Donnons du style à la vie» => Gutes Preis-Leistungsverhältnis14 eManor, V.Delplace - eCommerce Summit 2013
  15. 15. Die ersten Ergebnisse15 eManor, V.Delplace - eCommerce Summit 2013
  16. 16. Umsetzung der neuen eCommerce Strategie am Beispiel von FashionFashion lädt zum Stöbern ein Steigerung des Traffic seit dem Launch des Fashion Angebotes: • Anzahl Visits: x3 • Anzahl Page Views / Visit: +45% • Erhöhung der Verweildauer: + 50% Erhöhung des durchschnittlichen Warenkorbwerts: + 30% Click & Collect (35 bis 40%) & Retouren in Warenhäusern (20%) bringen Kunden in die Warenhäuser16 eManor, V.Delplace - eCommerce Summit 2013
  17. 17. Umsetzung der neuen eCommerce Strategie am Beispiel von FashionDie kommenden Herausforderungen Verfeinerung des Sortiments Contenterstellung & Produktpflege: Time to Market beschleunigen Logistische Herausforderung: Prozesse an eManor anpassen Retourenmanagement optimieren Synergien mit den Warenhäusern aufbauen Interne Organisation & interne Kommunikation17 eManor, V.Delplace - eCommerce Summit 2013
  18. 18. Ausblick18 eManor, V.Delplace - eCommerce Summit 2013
  19. 19. Umsetzung der neuen eCommerce Strategie am Beispiel von FashioneCommerce and beyond Detailhandler haben also keine Wahl, ausser dass sie in eCommerce investieren müssen, um weiter wachsen zu können. eCommerce alleine genügt aber an sich nicht: Jeder sollte eine Multichannel-Strategie verfolgen, um erfolgreich werden zu können. Das heisst: • die Grenze zwischen der verschiedenen Kanälen abschaffen • eine «single customer view» schaffen (inkl. einem gründlichen CRM Approach und Mobile Tools)… was die folgende Herausforderungen mit einschliesst: • die Firmenkultur ändern lassen • den Supply Chain und die Logistik für das eCommerce optimieren • die Struktur der internen Organisation ans transversale MC-Projekt anpassen • die Marketing- & Kommunikationsstrategie globalisieren • das Reporting (neue KPIs) und die interne Kommunikation dementsprechend ändern So sieht die Roadmap Manor 2013 aus!19 eManor, V.Delplace - eCommerce Summit 2013
  20. 20. Danke für Ihre AufmerksamkeitVanessa DelplaceeCommerce & Multichannel Directorvanessa.delplace@manor.ch20 eManor, V.Delplace - eCommerce Summit 2013

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