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La Redoute - Convegno eCommerce 2011

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La Redoute - Convegno eCommerce 2011

  1. 1. La Redoute « home-shopping » case Antonella Pivaro – Marketing Manager Redcats Italy | 19 April 2011
  2. 2. 19/04/2011 WHAT IS REDCATS TODAY ? Redcats is an international leader for distribution of fashion & home decoration on Internet (PPR Group home-shopping division)
  3. 3. 19/04/2011 26 million active customers in 32 countries
  4. 4. 19/04/2011 1 800 million sales on Internet in 2010 N°1 in Home Shopping in France, Scandinavia and Portugal N°3 Home Shopping company worldwide in fashion and home furnishing N°1 mail order company in plus-sizes N° 3 company in apparel catalogue sales in the USA N°1 web-site in France with laredoute.fr (BtoC, excluding services)
  5. 5. 19/04/2011 An international company: 57% of sales outside of France in 2010
  6. 6. 19/04/2011 <ul><ul><li>1 800 million € sales on Internet in 2010 </li></ul></ul><ul><ul><li>61% of Redcats home-shopping sales on Internet </li></ul></ul><ul><ul><li>(vs 4% on 2001) </li></ul></ul><ul><ul><li>more than 70 e-commerce websites </li></ul></ul><ul><ul><li>(10 new only on 2010) </li></ul></ul><ul><ul><li>54 million unique visitors every month </li></ul></ul>A web company !
  7. 7. 19/04/2011 17 brands in 32 countries
  8. 8. 19/04/2011 La Redoute Italy <ul><li>About us: </li></ul><ul><li>start up on January 2008, based on Milan </li></ul><ul><li>multichannel “home-shopping”: </li></ul><ul><li>web + catalogue + call center </li></ul><ul><li>no retail shops </li></ul><ul><li>2 main collections per year (SS & AW), </li></ul><ul><li>with new-in during season </li></ul><ul><li>a big part in-house designed collection </li></ul><ul><li>around 8.000 fashion items on website, </li></ul><ul><li>more or less 4.000 on main catalogue </li></ul><ul><li>mass market fashion collection: </li></ul><ul><li>clothes, underwear, shoes & accessories </li></ul><ul><li>for women, men & children; home textile; </li></ul><ul><li>special big size offer </li></ul>
  9. 9. 19/04/2011 <ul><li>About www.laredoute.it : </li></ul><ul><li>on January 2008 start up e-commerce </li></ul><ul><li>was 13% total sales </li></ul><ul><li>on w15 season to date SS11 it represents </li></ul><ul><li>58% on sales </li></ul><ul><li>between 800-1.000K unique visitors per month; </li></ul><ul><li>around 1.500K visits/month </li></ul><ul><li>update every 2 weeks with new-in products </li></ul><ul><li>catalogues, direct mailings, media campaigns </li></ul><ul><li>(radio, TV, press,..) all focused to push web </li></ul><ul><li>=> Web is our main channel to sell; catalogues </li></ul><ul><li>became a media , not sales channel </li></ul>La Redoute Italy
  10. 10. 19/04/2011 <ul><li>About our online adv strategy: </li></ul><ul><li>big part budget on SEM </li></ul><ul><li>other budget split between retargeting, </li></ul><ul><li>affiliation programs, price comparators </li></ul><ul><li>CPO/CPA model </li></ul>La Redoute Italy
  11. 11. 19/04/2011 La Redoute Italy <ul><li>Multichannel approach focused 100% online! </li></ul><ul><li>Same image on all media same time: </li></ul><ul><li>website home page </li></ul><ul><li>banners (affiliation programme) </li></ul><ul><li>loyalty and prospection cover catalogues </li></ul><ul><li>press advertising </li></ul><ul><li>TV spot </li></ul><ul><li>social networks (FB brand image) </li></ul><ul><li>mobile appli </li></ul><ul><li>Ex. SPRING SS11 campaign : </li></ul><ul><li>=> cumulated better effect on sales </li></ul><ul><li>=> better conversion even on other </li></ul><ul><li>LR operations same period </li></ul><ul><li>=> better qualified visits on web </li></ul><ul><li>(+ 67,7% vs weeks before campaign) </li></ul>
  12. 12. 19/04/2011 <ul><li>About customers: </li></ul><ul><li>e-commerce 85% women, 15% men </li></ul><ul><li>other channels 95% women, 5% men </li></ul><ul><li>=> Woman is our main customer! </li></ul><ul><li>What they buy online (market share): </li></ul><ul><li>50% women </li></ul><ul><li>growing on children </li></ul><ul><li>around same mkt share between </li></ul><ul><li>shoes, men, home textile </li></ul><ul><li>=> A good part are mothers buying </li></ul><ul><li>for themselves & family </li></ul><ul><li>Payments: only 25% by credit cards </li></ul>La Redoute Italy
  13. 13. 19/04/2011 La Redoute Italy <ul><li>About LR customer expertise: </li></ul><ul><li>do it relaxing at home, all around Italy </li></ul><ul><li>(web is the best proximity!) </li></ul><ul><li>no stress on crowded shopping center </li></ul><ul><li>can do shopping every day 24hours! </li></ul><ul><li>search for fashion products at good prices </li></ul><ul><li>find a complete offer for all family </li></ul><ul><li>compare LR offer to retail brands </li></ul><ul><li>(OVS, Zara, H&M) </li></ul><ul><li>easy to order and convenient to receive </li></ul><ul><li>directly at home </li></ul>
  14. 14. <ul><li>About LR versus customers: </li></ul><ul><li>BtoCtoB approach listening the customer, </li></ul><ul><li>his opinion, needs and voice </li></ul><ul><li>social media development: </li></ul><ul><li>=> online Magazine www.modastylemag.it </li></ul><ul><li>=> La Redoute Italia FB fan page: </li></ul><ul><li>more than 11K Italian fans! </li></ul><ul><li>=> m ore than 1 million Facebook fans in </li></ul><ul><li>the group (350K on LR FR fan page) </li></ul><ul><li>=> working on “F-commerce” shopTab </li></ul><ul><li>=> monitoring forum, blogs, price </li></ul><ul><li>comparators </li></ul><ul><li>virtual look style (online on laredoute.fr) </li></ul><ul><li>3D augmented reality & online </li></ul><ul><li>chat room (future vision) </li></ul>La Redoute Italy 19/04/2011
  15. 15. 19/04/2011 <ul><li>About M-commerce: </li></ul><ul><li>Mobile apps: </li></ul><ul><li>- Iphone & Ipad on Jan.11 </li></ul><ul><li>- Android on March 11 </li></ul><ul><li>- QR code on mailings </li></ul><ul><li>- only internal promotion </li></ul><ul><li>(newsletter, sms, mailing, web) </li></ul><ul><li>Mobile browser: poor use compared </li></ul><ul><li>to others LR countries </li></ul><ul><li>good IT potential… but business? </li></ul>La Redoute Italy
  16. 16. 19/04/2011 La Redoute – Redcats Italy Via Pergolesi, 26 20124 Milano Antonella Pivaro Tel. +39 02 97 38 64 13 Mobile + 39 345 366 50 53 [email_address] Skype: antonellaitalie
  17. 17. 19/04/2011 MERCI

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