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Jaume Betrian
Co-founder&Executive Director
Follow me:@jaumebetrian
Traditional retailer’s digital
crusade
Welive intheinternet
Source: Google ConsumerBarometer-TheConnected ConsumerSurvey 2014/ 2015
Base: Total online and offline population - SPAIN
Welive intheinternet
Source: Google ConsumerBarometer-TheConnected ConsumerSurvey 2014/ 2015
Base: Total online and offline population - SPAIN
Traditional retail is dead!
US retailecommerce sales 2014 to 2016
$304bn $347bn $392bn
2014 2015 2016
+14% +13%
Newretail’s main goal: seize theecommerceopportunity
E-commerce/Digital TeamTraditional Marketing Team
VS.
US retailecommerce sales 2014 to 2016
$304bn $347bn $392bn
2014 2015 2016
+14% +13%
US retailsales offline and online 2014 to 2016
$4.588bn
2015
$347
+14%
$304
2014
$4.428bn
2016
$4.740bn
$392
+13%
+3,6% +3,3%
Traditional retail is dead!
While foot traffic in store is declining…
…sales in the traditional retail are slightly growing
The new shoppers are “more committed shoppers”
- They pushed Average Transaction Values up .8 percent
- Sales per Shopper up 2.3 percent and
- Conversions up .5 percent, year over year for Q1 2015
What is happeningwith digital
The digital influence factor
Source: estudio Deloitte Nov’14 – Jan ’15 (n = 3.016)
Ventas en tienda física
+$4T
93,5%
Ventas e-commerce
$0,30T
6,5%
49%
Ventas en tienda física
influenciadas por medios digitales
en 2014
Thereis no online or offline consumerstheyareall online
E-commerce/Digital TeamTraditional Marketing Team
VS.+
Consumer First team
Synchorny
Becausethenewpurchasejourney includes both
Becausethat’s the only wayto be relevant
Becausepureplayers havealready realized of thepowerof thestore
197 Stores 25 Stores
1st Stores
2-3 Stores
Plans for 300+
+
Traditional retail is not dead… it hasjust changed forever
 Use your assets, but rationalize
 Offer a seamless experience on and offline
 Reduce the hurdles
 Invest in logistics
 Embrace a new marketing mix
 Invest in Business Intelligence using the Big Data
 Invest in digital transformation – new KPIs, new team members, new Roles, new P&L structures…
 Look at the market with a single mind that merges both on and off
 Look at this whole change as an opportunity not as a threat
Thank you!
Contact: jaume.betrian@ofertia.com

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