Uploaded byJustus Wilde
Disrupting The Tsunami - iMedia Presentation by Amblique
The document analyzes the growth of pure play retailers compared to multi-channel stores, noting that pure plays have a significantly higher rate of return visits and conversions. Key trends include the increasing influence of mobile traffic and social media in driving sales, with specific examples of successful brands like ASOS and Forever New. It concludes that established retailers must adapt to these changes and compete by leveraging online strategies while integrating physical and digital sales channels.
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Disrupting The Tsunami - iMedia Presentation by Amblique
- 2. Introduction What does the tsunami look like? Source: Hitwise © Amblique 2012
- 3. Frequency - ReturnVisits Why are pure plays growing so fast? Return visits. Pure plays - avg. 81% Multi-channel - avg. 65% • Catch Of The Day • General Pants • Forever New • BrandsExclusive 93% • Sportsgirl 77% • Ozsale • City Beach • BuyInvite • Cotton On • ASOS • Supre • Amazon • Country Road • SurfStitch • Big W • EziBuy (AU) • Toys R Us • David Jones • Deals Direct 53% • StyleTread 61% • Officeworks • Myer • Kmart • Rebel Sport Visitors are 25% more likely to revisit a pure play* Returning visitors 67% more likely to convert** * Hitwise ** Google Analytics May 2011 – April 2012 © Amblique 2012
- 4. What’s Going ToSave Established Retailers? Let’s explore disruptors detail 1. Pure plays 2. Internationals 3. Mobile 4. New digital channels 5. Social Media © Amblique 2012
- 5. Pure Plays –Brand Awareness in Apparel YoY the pie is 51% bigger Top Performers • New Pure plays (+167%) • ASOS (+163%) • Forever New (+57%) Pure plays in red went from 16% to 29% of the pie in 1 year Source: Google Insights Mar-12 vs. Mar-11 New pure plays inc. SurfStitch (SS), TheIconic (TI) & StyleTread (ST) © Amblique 2012
- 6. Pure Plays -ASOS • Traffic up 279% year on year for March • Social drives 19% of traffic • 36% of traffic from search Source: Hitwise Mar-12 vs. Mar-11 © Amblique 2012
- 7. Pure Plays -ASOS • Traffic up 279% year on year for March • Social drives 19% of traffic • 36% of traffic from search Source: Hitwise Mar-12 vs. Mar-11 © Amblique 2012
- 8. Pure Plays –Brand Awareness in Broader Retail YoY the pie is 19% bigger Top Performers • COTD (+37%) • Toys R Us (+36%) • Amazon (+29%) • Kmart (+29%) Amazon grew the most in absolute numbers Source: Google Insights Mar-12 vs. Mar-11 © Amblique 2012
- 9. Established Retailers –David Jones • Traffic up 21% year on year for March • Social drives 6% of traffic • Took 80% more traffic from Myer YoY • 53% of traffic from search Source: Hitwise Mar-12 vs. Mar-11 © Amblique 2012
- 10. Established Retailers –David Jones • Traffic up 21% year on year for March • Social drives 6% of traffic • Took 80% more traffic from Myer YoY • 53% of traffic from search Source: Hitwise Mar-12 vs. Mar-11 © Amblique 2012
- 11. International Retail Top 100 Apparel Sites April 2012 40% Multi- channel 38% 46% Category Growth Contribution © Amblique 2012
- 12. International Retailers PushingOnline © Amblique 2012
- 13. International Retailers PushingOnline © Amblique 2012
- 14. International Retailers PushingOnline Launching May 15th in Australia
- 15. Mobile & Tablets • Mobile & tablets account to up to 22% of traffic Source: Google Analytics for 9 fashion clients © Amblique 2012
- 16. Mobile & Tablets • Tablets up to 283% more $/visit Source: Google Analytics for 9 fashion clients © Amblique 2012
- 17. Mobile Traffic SMS 20% of all 98% open visits+ rate** Email Store 27% of email locators opened on 47% more mobile* from mobiles+ * Mobile Email Opens Report, Knotice April 2012 based on US data ** The Benefits of SMS Marketing, Power Retail April 2012 + Google Analytics for various clients, March 2012 © Amblique 2012
- 18. New Digital Channels Private Sales Clubs Aggregators 25% Top 100 Apparel ~20% shopping traffic Deals / Group Buying Comparison © Amblique 2012
- 19. Channels Are Shifting Top 100 apparel visit share is changing…. April 2011 April 2012 25% Pure Play 47% 32% 43% Multi-Channel Pure Play Multi-Channel 28% Private Sales 25% Private Sales © Amblique 2012
- 20. Transactional Aggregators –Reach/Value/Loyalty Transactional aggregator channel engagement increases customer value 2.1x 1.6x 2% Engage 1 2 3 of aggregator customers 35-45% were new to brand (online) 7% Value aggregator introduced customers 90% + spend direct at some stage (online) Source: Actual client sales data. Two apparel sits with multiple aggregators and significant volume. © Amblique 2012
- 21. Social 13% YOUR 10% WEBSITE 8% 7% Consumer Buying Journey 1. 2. 3. 4. 5. 6. Consider Evaluate Buy Experience Advocate Bond Retailer Engagement MONITOR RESPOND AMPLIFY LEAD © Amblique 2012
- 22. Social – AdvocateRecommendations Are Key Shipping + Range 24 comments in a day © Amblique 2012
- 23. Social - Immediacy …42 minutes later… © Amblique 2012
- 24. Social – WhatIs It Worth? What value can be attributed to a Fan?? 1.8 visits (0.4 – 6) 1.7% transacted (0.4% - 6.7%) $1.52 ($0.22-$5.59) Value should = Purchase Value + Referral Value NPS is better system Note: Average across 10 apparel sites for 1 year (end April 2012). Only includes online spend. © Amblique 2012
- 25. Social – InterestingIn-Store Integration © Amblique 2012
- 26. What Is RequiredTo Compete? 1. Resource & structure appropriately 2. Be omnipresent 3. Leverage offline > online 4. BYO clearance channel © Amblique 2012
- 27. Offline to Online Australian GDP 96.6% Online 3.4%
- 28. What Is RequiredTo Compete? 1. Resource & structure appropriately 2. Be omnipresent 3. Leverage offline > online 4. BYO clearance channel AND Amazon principles apply to all 1. The equation of the business 2. Customer centricity 3. Bridging the physical & the digital © Amblique 2012
- 29. Amazon Principles –The Equation of the Business Source: eCommera © Amblique 2012
- 30. What Is RequiredTo Compete? 1. Resource & structure appropriately 2. Be omnipresent 3. Leverage offline > online 4. BYO clearance channel AND Amazon principles apply to all 1. The equation of the business 2. Customer centricity 3. Bridging the physical & the digital © Amblique 2012
- 31. Amblique Showreel www.youtube.com/watch?v=0DjvfkUZsXk © Amblique 2012
- 32. Blogs & Resources • http://blog.kissmetrics.com • http://www.marketingexperiments.com/blog • http://www.mequoda.com • http://blog.comscore.com • http://blog.demandware.com • http://socialcommercetoday.com • http://www.theverge.com Thank you! Justus Wilde Tim Griffin Online Strategy Director Search Marketing Director jw@amblique.com tg@amblique.com © Amblique 2012