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Top 10 Lessons
from 10 Years of experience
as European e-Commerce Pioneer



              Carine Moitier, COO & Co-Founde...
Leapfrog is a joint research & innovation initiative of the
                    European Textile & Clothing industry,

   ...
Leapfrog 2005-2009

drives down EU manufacturing costs,
                   increases speed,
  launches new product-service...
35 partners
                                  11 countries
http://www.leapfrog-eu.org/   3 years worktime
Development of an Innovative Customised Product
Configuration ( CPC ) Framework enabling multiple interactions by
internal...
Custom Clothing = The Long Tail of Fashion




Filters & recommandation technology will guide the customer
from “one-size-...
Source: Picture of the Author from Sueddeutsche Zeitung
Source : Online Survey on Internet Shopping Habits – Nielsen Jan 08




 85% of the world population is
 online
    More t...
Custom clothing: some US market figures
   Lands' End's commitment to customers has always been an industry
benchmark and...
Mass Customization

quot;Producing goods and services to
meet individual customer's needs
    with near mass production
  ...
http://www.polo.com
05/24/09   confidential nv Douëlou copyright 08   13
ESPRIT
tp://www.marksandspencer-madetomeasure.com
The Mass Customization Benefits


For the consumer
• product satisfaction : fit & uniqueness
• hedonistic process satisfac...
Who are the customized minded men ?
                                                         je trouve facilement
        ...
Who are the customized minded women ?
                                                       je trouve facilement
        ...
The Mass Customization Benefits


For the retailer
• value competition instead of price
• reduced planning risk, inscrease...
The Mass Customization Benefits


For the retailer
• customer knowledge
• life panel without panel effects
• « lead custom...
The Bivolino.com ConceptStory


«If every man is an individual, then how can he be satisfied with
products that are not ma...
Shirt second skin

Thanks to Linosoft ™ technology, worldwide
patented, each Bivolino shirt is cut according
to the exact ...
Consumer driven integrated manufacturing
Pattern design
     CAD


  MTM license
   Software                   Backoffice ...
‘Fashion before fashion’


Bivolino.com offers the latest fashion within
14 days thanks to a full vertically integrated
e-...
http://bivolino.hyves.nl/
Carine Moitier 2008
Your business powered
 by BivolinoServices
•   Configure the product in the
    Webshop with Bivosoft tm




2. eCAD/CAM processing of each
   single customer order ...
Powered by Shirtsdotnet.com




                               SOME own experieces




www.wemadebyme.com
Some figures for conclusion

• 75% repeat customers
• 3.8% return of goods
• no discount sales
• + 100% growth for each of...
++ TOP 10 Lessons…
  out of 10 years experience
Lesson #1

THINK BIG,
STAR T SMALL &
STAY FOCUSED.
Lesson #2

e-COMMERCE SHOULD BE
 IN THE HEARTH & SOUL
  OF YOUR COMPANY’s
   CULTURE & VISION.
Lesson #3

THE e-COMMERCE BUSINESS
       IS NOT JUST
   ANOTHER CHANNEL.
Lesson #4

THE e-COMMERCE BUSINESS
       IS BUILT ON
   REPEAT CUSTOMERS.
Customers come…

Customers come back…
• on any given day, 75% of purchases from returning customers
• repeat customers ord...
Lesson #5

WORD OF MOUTH
REALLY WORKS ONLINE.
Consumers are the New Authorities
Then                                    Now
                  “Turns out the contaminate...
Lesson #6

CREATE REAL VALUE,
DO NOT COMPETE ON PRICE.
Lesson #7

  MAKE SURE YOUR
INVENTORY WEB SITE
 IS 100% ACCURATE.
Lesson #8

CENTRALLY LOCATE
YOUR DISTRIBUTION.
Lesson #9

CUSTOMER SERVICE
     IS AN
  INVESTMENT.

(NOT AN EXPENSE)
What customers first see
• 24/7 1-800 number on every page
• free fast shipping
• free return policy

What customers exper...
Lesson #10

DON’T BE SECRETIVE.

DON’T WORRY ABOUT
COMPETITORS.

JUST DO IT!
Many Thanks!

info@cmoitier.com
Blog : www.cmoitier.com
www.twitter.com/cmoitier
Bivolino.com  Top 10 lessons
Bivolino.com  Top 10 lessons
Bivolino.com  Top 10 lessons
Bivolino.com  Top 10 lessons
Bivolino.com  Top 10 lessons
Bivolino.com  Top 10 lessons
Bivolino.com  Top 10 lessons
Bivolino.com  Top 10 lessons
Bivolino.com  Top 10 lessons
Bivolino.com  Top 10 lessons
Bivolino.com  Top 10 lessons
Bivolino.com  Top 10 lessons
Bivolino.com  Top 10 lessons
Bivolino.com  Top 10 lessons
Bivolino.com  Top 10 lessons
Bivolino.com  Top 10 lessons
Bivolino.com  Top 10 lessons
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Bivolino.com Top 10 lessons

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Top 10 lessons from 10 Years of experience as European e-Commerce Pioneer

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Bivolino.com Top 10 lessons

  1. 1. Top 10 Lessons from 10 Years of experience as European e-Commerce Pioneer Carine Moitier, COO & Co-Founder Expert Consultant in e-Commerce eTail Europe 2009 - 09.06.09
  2. 2. Leapfrog is a joint research & innovation initiative of the European Textile & Clothing industry, led by Euratex, aiming at a technology breakthrough in the clothing industry & retail
  3. 3. Leapfrog 2005-2009 drives down EU manufacturing costs, increases speed, launches new product-services like Mass Customization.
  4. 4. 35 partners 11 countries http://www.leapfrog-eu.org/ 3 years worktime
  5. 5. Development of an Innovative Customised Product Configuration ( CPC ) Framework enabling multiple interactions by internal organization actors, and business partners aiming to the collaboration in the development of new products and the configuration of personalized garments by the consumers. Partners from retail & industry involved.
  6. 6. Custom Clothing = The Long Tail of Fashion Filters & recommandation technology will guide the customer from “one-size-fits-all bestsellers clothing” upto the high variety choice in custom clothing. Source : Chris Anderson – The Long Tail - July 07
  7. 7. Source: Picture of the Author from Sueddeutsche Zeitung
  8. 8. Source : Online Survey on Internet Shopping Habits – Nielsen Jan 08 85% of the world population is online More than 50% have bought online last month Fashion is the second most popular product segment representing 36% Fashion has the top increase, From 20% to 36%
  9. 9. Custom clothing: some US market figures  Lands' End's commitment to customers has always been an industry benchmark and the resulting customer response has been phenomenal. In 2003, custom clothing sales grew 72 % over 2002. About 40 % of all jeans and chinos sold online are custom made. On average, custom clothing buyers increase their annual spending on both custom and regular clothing by 39 percent. And they're a loyal bunch: The retention rate is 34 percent higher than for other online shoppers.  A Jupiter Research study conducted last November revealed that 51% of people surveyed said they would pay an extra $10 to have a pair of pants custom fitted; 28 percent said they would pay $20; and 18 percent said they would pay $30.  25 % of USA online webshops offer Custom Clothing Ralph Lauren, Tommy Hilfiger, Timberland, Nike, Adidas, Landsend, Jc Penney, Jos a Bank, Rochester Big & Tall, QVC,...
  10. 10. Mass Customization quot;Producing goods and services to meet individual customer's needs with near mass production efficiency.quot; (Tseng/Jiao 2001)
  11. 11. http://www.polo.com
  12. 12. 05/24/09 confidential nv Douëlou copyright 08 13
  13. 13. ESPRIT
  14. 14. tp://www.marksandspencer-madetomeasure.com
  15. 15. The Mass Customization Benefits For the consumer • product satisfaction : fit & uniqueness • hedonistic process satisfaction : - pride of authorship - peer recognition & emotional factors • new shopping experience • new differention possibilities
  16. 16. Who are the customized minded men ? je trouve facilement 4 customisation pour être mon propre styliste H satisfait Cible en mineure 301M€ 3 H mode 373€ /pers 778M€ 540€ /pers 2 H équipé 470M€ 351€ /pers 1 ne pas me faire oser remarquer idées créatives 0 customisation sur customisation -2 -1 0 1 2 des classiques sur de la mode Cible n°1 -1 Cœur de cible H oublié H frustré 309M€ 413M€ Jeje trouvedifficilement trouve difficilement 299€ /pers -2 467€ /pers Customisation parpar customisation défaut La Customisation : un nouveau défaut Source : Institut Français de la Mode (IFM) - 2007
  17. 17. Who are the customized minded women ? je trouve facilement customisation pour être mon 4 propre styliste F mode F accro mode 3 F satisfaite 596M€ 765M€ 543€ /pers 531M€ 730€ /pers 417€ /pers 2 Cible n°2 F équipée 1 460M€ F contrainte 351€ /pers 727M€ ne pas me faire 572€ /pers oser remarquer 0 idées créatives customisation sur -2 -1 0 1 2 3customisation des classiques sur de la mode Cible -1 n°1 F frustrée -2 841M€ F oubliée 592€ /pers 484M€ je trouve difficilement 334€ /pers Je customisation par trouve difficilement Customisation par défaut défaut -3 Source : Institut Français de la Mode (IFM) - 2007
  18. 18. The Mass Customization Benefits For the retailer • value competition instead of price • reduced planning risk, inscreased flexibility • new cost strutures • reduction of inventory, fashion risk • real customer relationship management
  19. 19. The Mass Customization Benefits For the retailer • customer knowledge • life panel without panel effects • « lead customer » information • higher market research efficiency • using custom operations as learning / pilot fields for upcoming mass products
  20. 20. The Bivolino.com ConceptStory «If every man is an individual, then how can he be satisfied with products that are not made uniquely for him ? » Bivolino.com was born in 1998 from a desire to meet individual fashion needs. Strong of our 50 years know how, our vision is to answer all your personal needs and desires in terms of fashion. Thanks to Internet and our revolutionary customizing patented technology, we are able to give you the inspiration for creating your own style. Starter Award 2004 in The Netherlands Promotional Product of the Year 2004 BeCommerce Silver Award 2006
  21. 21. Shirt second skin Thanks to Linosoft ™ technology, worldwide patented, each Bivolino shirt is cut according to the exact body shape without using any tape measurement.
  22. 22. Consumer driven integrated manufacturing Pattern design CAD MTM license Software Backoffice ADM Made-to-measure software Shipment Database sizes Remote manufactory Measurements CAM West-Europe
  23. 23. ‘Fashion before fashion’ Bivolino.com offers the latest fashion within 14 days thanks to a full vertically integrated e-business. Each week a new collection is available.
  24. 24. http://bivolino.hyves.nl/
  25. 25. Carine Moitier 2008
  26. 26. Your business powered by BivolinoServices
  27. 27. • Configure the product in the Webshop with Bivosoft tm 2. eCAD/CAM processing of each single customer order and 1/1 patterns with Linosoft tm patent 3. Tracking of all production and delivery phase with Bivotrack tm 4. Manufacturing services 05/24/09
  28. 28. Powered by Shirtsdotnet.com SOME own experieces www.wemadebyme.com
  29. 29. Some figures for conclusion • 75% repeat customers • 3.8% return of goods • no discount sales • + 100% growth for each of the last 3 years
  30. 30. ++ TOP 10 Lessons… out of 10 years experience
  31. 31. Lesson #1 THINK BIG, STAR T SMALL & STAY FOCUSED.
  32. 32. Lesson #2 e-COMMERCE SHOULD BE IN THE HEARTH & SOUL OF YOUR COMPANY’s CULTURE & VISION.
  33. 33. Lesson #3 THE e-COMMERCE BUSINESS IS NOT JUST ANOTHER CHANNEL.
  34. 34. Lesson #4 THE e-COMMERCE BUSINESS IS BUILT ON REPEAT CUSTOMERS.
  35. 35. Customers come… Customers come back… • on any given day, 75% of purchases from returning customers • repeat customers order> 2.5x in the next 12 months. Customers come back, order more and more often… • repeat customers have higher average order size • 111,98€ - first time customer in Q108 • 143,22€ - returning customers in Q108
  36. 36. Lesson #5 WORD OF MOUTH REALLY WORKS ONLINE.
  37. 37. Consumers are the New Authorities Then Now “Turns out the contaminated wheat gluten that has sickened and killed so many cats and dogs recently has ended up in quite a few brand names. I finally found a complete list of the affected brands here. I feed my cats --- dry food, and fortunately the dry food was not on the list. The --- wet is, though. Don't assume that your brand is safe. Check the list!” - stynes.blogspot.com, 04/05/07
  38. 38. Lesson #6 CREATE REAL VALUE, DO NOT COMPETE ON PRICE.
  39. 39. Lesson #7 MAKE SURE YOUR INVENTORY WEB SITE IS 100% ACCURATE.
  40. 40. Lesson #8 CENTRALLY LOCATE YOUR DISTRIBUTION.
  41. 41. Lesson #9 CUSTOMER SERVICE IS AN INVESTMENT. (NOT AN EXPENSE)
  42. 42. What customers first see • 24/7 1-800 number on every page • free fast shipping • free return policy What customers experience • fast & accurate fulfillment • friendly, helpful « above & beyond » customer service • a personal handwritten complement card What to do internally • no call times • no sales-based performance goal for reps • 5-week customer service & culture training
  43. 43. Lesson #10 DON’T BE SECRETIVE. DON’T WORRY ABOUT COMPETITORS. JUST DO IT!
  44. 44. Many Thanks! info@cmoitier.com Blog : www.cmoitier.com www.twitter.com/cmoitier

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