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Digital Fashion: Riprendere il controllo del canale e-Comemrce

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Intervento di Federico Gasparotto all\'evento Netcomm "DIGITAL FASHION: Multicanalità, eCommerce e Customer Engagement per le aziende della Moda"

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Digital Fashion: Riprendere il controllo del canale e-Comemrce

  1. 1. Regain the e-Commerce channelMilan, November 7, 2012
  2. 2. A unique end-to-end service offering Process & Business Strategy Process Technology Infrastructure Application System Process Consulting Consulting Consulting Operations Operations Implementation Operations Accenture As Business Innovation Partner Management of Business Strategy Process Information Technology Processes Change Management Strategy Consulting Management Consulting IT-Consulting Comprehensive Know-how through High implementation complexity through experts and projects across the e2e IT and project management Know-How value chainCopyright © 2012 Accenture. All rights reserved. 2
  3. 3. Accenture Customer Innovation Network Technology Accenture Interactive Labs e-Commerce Centre ofChicago, Illinois Excellence Technology ACIN Milan Labs Chicago Oracle Retail Beijing, ChinaTechnology Labs (Lodz) San Josè, California Delivery India Delivery SAP Retail Center (Bilbao) Centers Consumer (Napoli) Goods BI, ERP, Agri Value Led (Hyderabad) (Chicago, ISC) Operations ERP Philippine CRM, S&M, (Madrid ISC) (Bangalore) Delivery High Performance BI, Planning Business Showcase Supply Chain (Milan ISC) Center Murray Hill, New Jersey (Barcelona ISC) Technology (Manila) London, UK Labs Bangalore, India Technology Labs Sophia Antipolis ACINAccenture Customer Innovation Network Sao PauloAccenture‟s global network of CG&S Industry Solution CentersGlobal Delivery NetworkAccenture Tecnology Labs
  4. 4. Listening the voice of the customers on 10 Facebook pages of fashion brands without e-Commerce Dear think about an online shop!!! It Open an online shop, it’s more would be great convenient to shop on the Internet! On-line shop is a generous idea!!! I would like an online shop, as e.g. Top Secret has  (…) I also often shop online, even though I have the same store in my Boo, why it’s not possible to shop town, because a garment is on the Internet? unavailable  There is only one question coming Is there any chance that in the nearest to my mind: why Reserved does future you will open an online shop? not have an e-shop? There are several nice products I would like to buy but that are not available in Oh, please hurry up! Most of the my area. brands already have their online shops. Copyright © 2012 Accenture. All rights reserved. 4
  5. 5. Why an e-commerce platform? Enjoy the possibility to have a complete control over your channel strategies, without the intervention of an agency!Copyright © 2012 Accenture. All rights reserved. 5
  6. 6. Clothing & footwear market trend in Europe >Global eCommerce market is poised for a double digit growth in the years to come, with the majority coming from the EU and the USA Source: Euro monitor, Forrester Research, Fact Finder, Kelkoo, Accenture Analysis , Forbes, Business of Fashion, Accenture EstimationCopyright © 2012 Accenture. All rights reserved. 6
  7. 7. Clothing & footwear market trend in Europe >Global eCommerce market is poised for a double digit growth in the years to come, with the majority coming from the EU and the USA >Fashion and luxury is the second market segment in European Market Source: Euro monitor, Forrester Research, Fact Finder, Kelkoo, Accenture Analysis , Forbes, Business of Fashion, Accenture EstimationCopyright © 2012 Accenture. All rights reserved. 7
  8. 8. Clothing & footwear market trend in Europe >Global eCommerce market is poised for a double digit growth in the years to come, with the majority coming from the EU and the USA >Fashion and luxury is the second market segment in European Market >The clothing & footwear European Compound Annual Growth Rate of 11,5% Source: Euro monitor, Forrester Research, Fact Finder, Kelkoo, Accenture Analysis , Forbes, Business of Fashion, Accenture EstimationCopyright © 2012 Accenture. All rights reserved. 8
  9. 9. eCommerce evolution Best-in-class •Searchandising •Customer data profiles for Functionality / Customer Value personalized experience Added features • Targeted e-marketing •Guided store navigation for in store search • Search •Social media • Promotions •User generated content Basic • Merchandising •Web analytics Marketing only • Order status • Cross sells Customer-centric • Catalog • Product-centric Micro-merchandising • Shopping cart Cross-channel • Payments Real time testing Single-channel Continuous experience Home-grown Limited features improvements Fragmented & Manual updating Measure experience Optimized for business inconsistent Scaling issues Measure benefits outcomes Survey experience 1st Generation 2nd Generation 3rd Generation 4th Generation Experience by Default Experience by Intent Experience by Design Experience on Demand [Ad hoc] 5% [Prioritize & Improve] 35% [Design & Push] 50% [Engage & Co-innovate] < 10%Copyright © 2012 Accenture. All rights reserved. 9
  10. 10. E-Commerce ecosystem assessment by fashion districts>Internet adoption: Early adoption Average Late adoption>eComm. adoption: Quick Quick Quick>Evolution index: 3,6 3,2 2,7>Internal / SAS: Multiple Mixed Single>Promotion: DM + Led + BA Led + BA (mostly) BA>Potential: Exhausted Exploitable Exploitable Source: Forrester Research, Gartner, Forbes, Ovum, Accenture Analysis , Copyright © 2012 Accenture. All rights reserved. 10
  11. 11. Fashion & Luxury Channels Evolution Trends Source: Accenture Trends ObservatoryCopyright © 2012 Accenture. All rights reserved. 11
  12. 12. Fashion & Luxury Channels Evolution Trends Source: Accenture Trends ObservatoryCopyright © 2012 Accenture. All rights reserved. 12
  13. 13. The most wanted functionality in a fashion brand site > “Give me control and choice”: the customers love a brand consistent omni-channel experienceSource: Euro monitor, Accenture Analysis ,Copyright © 2012 Accenture. All rights reserved. 13
  14. 14. The most wanted functionality in a fashion brand site > “Give me control and choice”: the customers love a brand consistent omni-channel experience > “Help me, help myself”: customer support is one of the most important elements to decide customer journey in site and storesSource: Euro monitor, Accenture Analysis ,Copyright © 2012 Accenture. All rights reserved. 14
  15. 15. The most wanted functionality in a fashion brand site > “Give me control and choice”: the customers love a brand consistent omni-channel experience > “Help me, help myself”: customer support is one of the most important elements to decide customer journey in site and stores > “Know me everywhere”: the 21% of customer tent to purchase recommended additional products to completeSource: Euro monitor, Accenture Analysis , outfitsCopyright © 2012 Accenture. All rights reserved. 15
  16. 16. Most influencing strategies for Fashion e-Commerce market > Predictions are the more players come into the market, the more price competition will become heavier and discount erosion will follow Source: Forrester research, ForbesCopyright © 2012 Accenture. All rights reserved. 16
  17. 17. Most influencing strategies for Fashion e-Commerce market > Predictions are the more players come into the market, the more price competition will become heavier and discount erosion will follow > The M-Commerce growth will continue a rapid growth including couponing, voucher and shopping comparison Source: Forrester research, ForbesCopyright © 2012 Accenture. All rights reserved. 17
  18. 18. Most influencing strategies for Fashion e-Commerce market > Predictions are the more players come into the market, the more price competition will become heavier and discount erosion will follow > The M-Commerce growth will continue a rapid growth including couponing, voucher and shopping comparison > Most profitable (increase 65- 70% margin) on-line strategy is the customer reactivation through direct marketing & Source: Forrester research, Forbes social-crmCopyright © 2012 Accenture. All rights reserved. 18
  19. 19. Focus on Burberry cloudy period > 9/11/2012 “Burberry Group tumbles 17% after profit warning”* (affecting the overall fashion segment**) cause by wholesales trendsCopyright © 2012 Accenture. All rights reserved. Source: The Business of Fashion, The Wall Street Journal*, Market watch**, Klout 19
  20. 20. Focus on Burberry cloudy period > 9/11/2012 “Burberry Group tumbles 17% after profit warning”* (affecting the overall fashion segment**) cause by wholesales trends >Burberry is focusing its effort on social engagement with a clear strategy that allowed them to became leaderCopyright © 2012 Accenture. All rights reserved. Source: The Business of Fashion, The Wall Street Journal*, Market watch**, Klout 20
  21. 21. Focus on Burberry cloudy period > 9/11/2012 “Burberry Group tumbles 17% after profit warning”* (affecting the overall fashion segment**) cause by wholesales trends >Burberry is focusing its effort on social engagement with a clear strategy that allowed them to became leader > Futuristic technology meets heritage at Burberrys new London flagship, with an innovative experience that merge digital and in-store UXCopyright © 2012 Accenture. All rights reserved. Source: The Business of Fashion, The Wall Street Journal*, Market watch**, Klout 21
  22. 22. A case history: Luxury brand > One of the most important luxury brand needs to empower the sales channels >The strategy aims to increase B2B wholesale channel level of interactions and relationship and also to launch a profitable e-Commerce >The brand experience leverages CRM and e- Commerce strategies across direct and indirect channelsCopyright © 2012 Accenture. All rights reserved. 22
  23. 23. A case history: Prénatal >Prénatal was a traditional niche-player in a market growth of new competitors >A turn-around strategy aims to change the collection creation criteria, to increase and integrate both the contact and the sale channelsCopyright © 2012 Accenture. All rights reserved. 23
  24. 24. A case history: Prénatal >Prénatal was a traditional niche-player in a market growth of new competitors >A turn-around strategy aims to change the collection creation criteria, to increase and integrate both the contact and the sale channels >A social-commerce strategy integrated seamless social, community, CRM and e-CommerceCopyright © 2012 Accenture. All rights reserved. 24
  25. 25. A case history: New Look > New Look, one of the UK‟s most successful „fast fashion‟ retailers, aims to create a fashion site able to compete (and win) in the pure-play market >A searchandising experience stand-out the catalogue depth emphasizing a company asset >A direct-marketing strategy empowers the brand presence through the whole customer journeyCopyright © 2012 Accenture. All rights reserved. 25
  26. 26. 1 23 steps to regain the e-Commerce channel 3 1 • Evaluation of the strength of your brand to identify Forecast potential marketing opportunities through data analysis New cross-channel market research • Leverage the Internet to define online consumers methodologies potential 2 • Your potential should be increased, does not necessarily need to be done internally Define Project scope • Data Integration is the key to consumer insight  Integration of services, providers, technology competence often not well developed within the company  third-party solutions 3 Business case • Leverage social media to drive online sales Optimise investiments, maximize sales • Optimize e-mail/personal data collection to promote your eCommerce platformCopyright © 2012 Accenture. All rights reserved. 26
  27. 27. 11) Forecast the unexpressed global potential 2 3 >The first step to define the commercialization spread roadmap is Brand Popularity the estimation of the multichannel Exausted Potential potential by country Traditional Business by channel A B eCommerce C DCopyright © 2012 Accenture. All rights reserved. 27
  28. 28. 11) Forecast the unexpressed global potential 2 3 >The first step to define the commercialization spread roadmap is Brand Popularity the estimation of the multichannel Exausted Potential potential by country Traditional >To define multichannel potential in all Business by channel Trend factor A B the countries where brand is currently operating we need to consider, normalize and aggregate inhomogeneous business lever as: eCommerce > Visitor Factor: Visits, time spent > Trend Factor: brand trend, SERP, bidding values C D > Population Factor: population by country > Penetration Factor: internet & eCommerce penetration by country > Diffusion Factor: direct and wholesale store number > Commercial Factor: direct and wholesale sales volume > Activation Factor: business start-up readiness > Security & Issue Factors: unpredictable factorsCopyright © 2012 Accenture. All rights reserved. 28
  29. 29. 1 2 2) Maximize sales 3KPI > We can influence the visitor DIRECT MKTG LED ORGANIC volume by activating different BRANDING SEO T1 acquisition channels focusedCTR COMMUNICATION BRAND INFORMATION CAMPAIGNS AWARENESS on re-activation tactics and VIRAL/BUZZ AQUISITION T2 FIDELIZATION performance strategies ORDER >The most relevant lever toCR NUMBER consider is the conversion rate that is influenced by a mix of Service Level commercial and UX elements AVERAGE TICKET AVERAGE TICKET >The average ticket is alsoTM VALUE VALUE (ATV) influenced by the capability of a brand to enhance the shop-the- Source: The internet retail report look and outfit experience Copyright © 2012 Accenture. All rights reserved. 29
  30. 30. 1 3) Optimize investments – define project perimeter 2 3Merchandise Content Marketing & Sales CRM Catalogue Creative & Web Content Web Social Paid Owned Customer Shopping Mgmt Asset Mgmt Mgmt Mgmt Media MediaProduct Data Photo Gift /Voucher Cross/Up Sell Mgmt. Naming & Blogs Mgmt. SEM SEO Mgmt. Mgmt Mgmt Labelling Video Mgmt Community Affiliation Promotion FunnelPricing Mgmt. Mgmt. Mgmt. Mgmt. Loyalty Mgmt Mgmt. Optimization Image Store info Ratings & Retargeting Commission Clustering Benchmark mgmt. Remarketing Mgmt. Reviews Deduplication Mgmt. Assortment Graphic Social Media email Segmentation Planning Copywriting Marketing Designer Administration Mgmt. ComparisonCollaboration Translation Service Shopping Customer Supply Chain Finance & Billing Web Platform Analytics & Reporting Care Inventory Fulfilment Payment Facility Reporting Financial Mgmt Analytics Customer Service 3PL / Carrier Web Auditing Returns Stock Mgmt. Invoice Mgmt Payment & Application selection Analytics Service Mgmt support Process Mgmt Replenishme 3PL contract Reconciliatio Mgmt. Marketing Sales Orders Mgmt nt Mgmt Mgmt n Mgmt. Analytics Tracking support Licensing Alert Warehousing Mgmt Shopping OnlineCollaboration Tax Mgmt. Fraud Mgmt Mgmt. Analytics Monthly Service Product Fulfilment Reporting Support Transportatio Store Analytics Service n Mgmt. Integration Returns Administrativ e Service Mgmt Reservation SupportCopyright © 2012 Accenture. All rights reserved. 30
  31. 31. 1 3) Optimize investments – how to optimize your investiments: 2 3Merchandise Content Marketing & Sales CRM Catalogue Creative & Web Content Web Social Paid Owned Customer Shopping Mgmt Asset Mgmt Mgmt Mgmt Media MediaProduct Data Photo Gift /Voucher Cross/Up Sell Mgmt. Naming & Blogs Mgmt. SEM SEO Mgmt. Mgmt Mgmt Labelling Video Mgmt Community Affiliation Promotion FunnelPricing Mgmt. Mgmt. Mgmt. Mgmt. Loyalty Mgmt Mgmt. Optimization Image Store info Ratings & Retargeting Commission Clustering Benchmark mgmt. Remarketing Mgmt. Reviews Deduplication Mgmt. Assortment Graphic Social Media email Segmentation Planning Copywriting Marketing Designer Administration Mgmt. ComparisonCollaboration Translation Service Shopping Customer Supply Chain Finance & Billing Web Platform Analytics & Reporting Care Inventory Fulfilment Payment Facility Reporting Financial Mgmt Analytics Customer Service 3PL / Carrier Web Auditing Returns Stock Mgmt. Invoice Mgmt Payment & Application selection Analytics Service Mgmt support Process Mgmt Replenishme 3PL contract Reconciliatio Mgmt. Marketing Sales Orders Mgmt nt Mgmt Mgmt n Mgmt. Analytics Tracking support Licensing Alert Warehousing Mgmt Shopping OnlineCollaboration Tax Mgmt. Fraud Mgmt Mgmt. Analytics Monthly Service Product Fulfilment Reporting Support Transportatio Store Analytics Service n Mgmt. Integration Returns Administrativ e Service Mgmt Reservation SupportCopyright © 2012 Accenture. All rights reserved. 31
  32. 32. 1 2Business planning 3 >Define the middle term strategy and the benefit for the organization generating sales on-line and in store >Forecast the profits and loss, the break event point and the overall project profitability >Define the new scenario activating a new mix of partner with vertical skill, services and structure the new organizationCopyright © 2012 Accenture. All rights reserved. 32
  33. 33. SO WHAT !?! >E-Commerce is strategic for fashion brand to rethink your model and win in a changing market > 4th e-Commerce Gen that starts from the customer experience is seamless and omni- channel > Exhaust the brand potential by activating and leveraging the acquisition channel thrustsCopyright © 2012 Accenture. All rights reserved. 33
  34. 34. Thank you ! federico.gasparotto@accenture.comCopyright © 2012 Accenture. All rights reserved. 34

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