E-retail Deloitte - eCommerce study


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E-retail Deloitte - eCommerce study

  1. 1. European eCommerce assessment Maturity of top 200 European e-retailersR. van de HoefBussum, 8 maart 2012
  2. 2. Strategy Operations Assurance www.onlineinnovation.nl Raoul van de Hoef www.werkenbijdeloitte.nl Deloitte Consulting1 © 2012 Deloitte The Netherlands
  3. 3. Agenda Who leads the European landscape? What are top performers in each sector? Are clicks outperforming (online) bricks? What about Mobile? State of Dutch e-Retail?2 © 2012 Deloitte The Netherlands
  4. 4. Our benchmark includes top 200 online retailers from 8 European countries3 © 2012 Deloitte The Netherlands
  5. 5. Webshops in 8 sectors were assessed on 17 dimensions and 140 criteria Storefront User Product User Shopping Catalog management search experience cart Fulfilment Manage Shipping Shipping & Customer Place orders Payments orders details fulfilment service Extended capabilities Personalisation & recommendations Rich content Multi-channel Social media Globalisation integration Mobile commerce4 © 2012 Deloitte The Netherlands
  6. 6. Who leads theEuropean landscape?
  7. 7. Southern Europe is strongest on most capabilities, closing in on the US+ Product search + Order & Fulfilment + Social Storefront Fulfilment Extended DE IT NL ES SE TR UK FR6 © 2012 Deloitte The Netherlands
  8. 8. Examples from the leading countries Alternate (DE) - Search & Recommendations Istanbulism (TR) - On-site track & trace Bimeks (TR) – What’s up Box7 © 2012 Deloitte The Netherlands
  9. 9. What are top performers in each sector?
  10. 10. Fashion: Italy is (co)leading on 3 of the 6 extended features Recommendations DE Mobile Commerce Globalization IT + NL - SE ES TR UK Social Networking Rich Content FR - US Index Multi-Channel Support9 © 2012 Deloitte The Netherlands
  11. 11. Best practices in Fashion El Corte Inglés (SP) – Virtual model ASOS (UK) – Order from magazine Nelly.com (SE) - Shop celebrity outfits10 © 2012 Deloitte The Netherlands
  12. 12. Consumer electronics: Netherlands is leading in multi-channel support Recommendations DE IT Mobile Commerce Globalization NL SE ES TR UK FR + Social Networking Rich Content US Index Multi-Channel Support11 © 2012 Deloitte The Netherlands
  13. 13. Best practices in Consumer electronics MyCom – Availability in store(NL) Price Minister (FR) - Up-sell from shopping cart Internity (SP) – Interactive bundling12 © 2012 Deloitte The Netherlands
  14. 14. General merchandise: UK is strongest on extended features Recommendations DE IT - Mobile Commerce Globalization NL - SE - ES TR UK FR Social Networking Rich Content US Index Multi-Channel Support13 © 2012 Deloitte The Netherlands
  15. 15. Best practices in General merchandise Tesco (UK) – Rich content & Offers Debenhams (UK) – Mobile commerce14 © 2012 Deloitte The Netherlands
  16. 16. Are clicks outperforming (online) bricks?
  17. 17. Pure players versus Traditional retailers Country Pure play % Pure play more advanced in top 25 • Catalog & product search TR 58% • Payments NL 52% • Recommendations • Social UK 33% • Mobile FR 33% DE 31% Traditional retail (online) leading • Catalog & product search IT 25% • Extended features SE 21% • Social (DE) ES 13% • Mobile (FR) • Recommendations (UK)16 © 2012 Deloitte The Netherlands
  18. 18. What about Mobile?
  19. 19. Mobile commerce is most mature in UK and France General merchandise and Fashion have the most advanced adoption Consumer electronics falls behind in mobile capabilities Mobile barcode scanning Mobile store navigation Share with friendsLevel of mobile maturity Mobile site/app UK FR IT NL SP DE SE TR18 © 2012 Deloitte The Netherlands
  20. 20. Top performers in mobile per sector Consumer electronics Fashion General Merchandise FNAC Topshop Debenhams France UK UK Siba Zara Tesco Sweden Spain UK Mediaworld H&M Argos Italy NL UK Mobile site/ Mobile barcode Mobile store Share with app scanning navigation friends19 © 2012 Deloitte The Netherlands
  21. 21. Mobile best practice Topshop (UK) Browse catalog View products Remember your size Buy or check stock Social sharing Barcode scanning20 © 2012 Deloitte The Netherlands
  22. 22. State of Dutch e-retail
  23. 23. Netherlands – Current state versus European average + - Product search & Catalog Payment options Order tracking & shipping Social networking Rich content (virtual models) Mobile commerce Recommendations Multi-channel + - Product search Multi-channel (keyword and feature search) (reserve online, pick up, ship to, Recommendations return items to stores Customer service + - Order tracking Product search & Catalog (detailed product content Rich content often with promotions) Mobile commerce22 © 2012 Deloitte The Netherlands
  24. 24. What to expect – US and UK trends arriving in Europe Content as asset Data analytics to drive experience to target customers 1234568 Multi- channel Digital in-store touchpoints Internationalisation23 © 2012 Deloitte The Netherlands
  25. 25. Deloitte refers to one or more of Deloitte Touche Tohmatsu Limited, a UK private company limited by guarantee, and its network of member firms,each of which is a legally separate and independent entity. Please see www.deloitte.com/about for a detailed description of the legal structure ofDeloitte Touche Tohmatsu Limited and its member firms.Deloitte provides audit, tax, consulting, and financial advisory services to public and private clients spanning multiple industries. With a globallyconnected network of member firms in more than 150 countries, Deloitte brings world-class capabilities and deep local expertise to help clientssucceed wherever they operate. Deloittes approximately 170,000 professionals are committed to becoming the standard of excellence.This publication contains general information only, and none of Deloitte Touche Tohmatsu Limited, its member firms, or their related entities(collectively, the “Deloitte Network”) is, by means of this publication, rendering professional advice or services. Before making any decision ortaking any action that may affect your finances or your business, you should consult a qualified professional adviser. No entity in the DeloitteNetwork shall be responsible for any loss whatsoever sustained by any person who relies on this publication. © 2012 Deloitte The Netherlands
  26. 26. Appendix: Benchmark model overviewStorefront User Product User Shopping Catalog management search experience cart Login, user Catalog views, Browse, sorting & Site performance, Product availability, profile, loyalty product content, filtering, feature security & privacy, backorders, program comparison search accessibility wishlistFulfilment Manage Shipping Shipping & Customer Place orders Payments orders details fulfilment service Order summary, Payment types, Shipping options, Delivery Order tracking, Call center, FAQ, express checkout, billing options, shipping date, appointments, order history co-browsing, chat gift services coupons tax calculation returnsExtended features Recommen- Social Mobile Rich content Multi-channel Globalisation dations networking commerce Image search, Targeted Reserve online, Sharethis, Mobile app, store Localized content, virtual models, recommendations, pick up in store, Facebook, Twitter, navigation, multi currency, store blogs cross/up-sell return to store user community barcode scanning regional sizes25 © 2012 Deloitte The Netherlands