This document discusses the strategy and execution of establishing an omnichannel distribution model for the brand Carven in Japan. Key points include: - Collecting customer data from all touchpoints including ecommerce, retail stores, and department stores and merging the data for analysis. - Developing a best-in-class multi-channel customer service by integrating call centers, ecommerce, retail, and warehouses. - Adapting communication and promotion strategies based on customer data segmentation and purchase history across channels. - Establishing KPIs and being responsive to optimize the omnichannel model through improvements and addressing challenges over time.

2. § We are family owned and have enjoyed a strong presence
in Asia for more than 50 years
§ 70 Brands, 450 Point of Sales in Asia and more than 2,000
employees
THE
essence
§ We selectively establish and build brands across Asia
§ We provide access to multiple distribution channels with
expertise across luxury product markets
§ We tailor distribution strategies to ensure complete respect
of the brands equity
§ We bring a blend of Eastern and Western culture
2

3. OVER
50 YEARS
OF
luxury partnerships
in Asia
1954 JAPAN - 1960 KOREA - 1967 HONG KONG, SINGAPORE - 1975 MALAYSIA - 1983 TAIWAN, THAILAND - 1993 CHINA
“Our commitment to
succeed is matched only by
our inherent pleasure in
dealing with all things
luxurious and beautiful.”
MICHEL & CATHERINE GOEMANS
3

4. SINCE 1970
OUR
SINCE 1973
1980 ~ 2000
1989 ~ 2005
SINCE 1989
SINCE 1992
SINCE 1995
SINCE 2000
SINCE 2004
SINCE 2004
SINCE 2006
SINCE 2008
PARTNERS
over the years
4

5. SINCE 2012
OUR
SINCE 2012
SINCE 2012
SINCE 2012
SINCE 2012
SINCE 2012
SINCE 2012
SINCE 2012
SINCE 2012
SINCE 2012
SINCE 2013
SINCE 2013
recent
PARTNERS
5

6. § eCommerce
Based on Bluebell eCommerce platform or client technologies:
Carven.fr - Carven.jp - Balmain.co.jp - Nuxe.jp - theplace.kr Radley.sg - Radley.my - Pandora.jp (Dec 2013)
§ Online Marketing
Supporting offline business with online marketing strategy:
Search engines optimization, Media Buying, Online PR/Bloggers
DIGITAL
§ Social Media
Adapting global Facebook & Twitter strategy to local players:
China (Weibo, Baidu…), Japan (Mixi, Yahoo Japan, Ameba…), Korea
(Naver, Daum, Cyworld…)
§ Consulting
Supporting brand to establish their online distribution in Asia:
IT, Marketing, Logistics, Team recruitment: Uggaustralia.cn ugg.tmall.com - Charlotteolympia.com
6

7. CARVEN
CARVEN
UGG
INTERNATIONAL SITE
eCOMMERCE JAPAN
eCOMMERCE TMALL CHINA
DIGITAL
BALMAIN
The PLACE
RADLEY
eCOMMERCE JAPAN
eCOMMERCE KOREA
eCOMMERCE SEA
7

8. The Challenge to Manage Offline and
Online Distribution Channels

9. Hate and Fear relationship
«
I
cannot
sell
my
products
online.
Its
too
complicated,
nobody
will
buy
online
»
«
I
should
not
sell
online
or
it
will
kill
my
retail
business
»
«
I
need
some
eMarke;ng
support
to
drive
customers
to
my
stores
»
«
Unfair
compe;;on
from
pure
players
»

10. From customers point of view
«
I
am
scared
to
buy
online
for
trust
and
services
issues:
security,
fraud,
delivery,
exchange
»
«
It
is
cheaper
to
buy
online
»
«
I
check
online
before
I
buy
in
store:
product,
opinion,
store
locators….
»
«
I
share
online
my
opinion,
my
experience,
my
shopping
»
«
I
check
online
before
I
buy
in
store:
product,
opinion,
store
locators….
»
«
expect
a
seamless
experience
to
buy
online
or
in
store,
before
and
aCer
my
purchase
»

11. Changed the Retail industry

12. Music
Killed the retail industry

13. Travel & Airlines
Changed the distribution landscape

14. Real estate
Enrich and support customer experience

15. Fashion/Apparel
Forced the retailer to rethink the customer journey and experience

16. What is the impact for retailers?
People don’t think channel, they think products and brands
Customers don’t HAVE to shop to a store, Stores became on of the OPTION to buy from
Research
Purchase
Delivery
Web
Web
Post
Mobile
Mobile
Courier
Store
Store
Store

17. Competition is everywhere
Technology made shopping easier and more engaging
eCommerce put the traditional retail on the global map:
è From next door shop to any shop selling online worldwide

18. What are the key challenges for retailers
• Pricing
• Assortment/Merchandising
• Inventory management
• Level of services
• IT system
• Internal organization

19. JAPAN

20. "From Paris to New York,
everybody wants to have a piece of
Carven... And even the Italians"

21. Japan distribution
eCommerce
Retail
Department store
Multi-brand store

22. Objectives
• Limit international online competitions
• Maximize sales in Retail and eCommerce
• Multi-Channel experience for local customers
• Integrate the eCommerce site as part of existing distribution

23. Overall strategy
• Agree with Principal on pure player distribution and principal
eCommerce site
• Unique retail price on Japanese market
• Common discount price dates with the whole distribution
• Same buyer for online and offline: Ecommerce + Retail
• Common warehouse for eCommerce and Retail
• Common call center and customer service
• P&L owned by the brand team

24. Execution

25. Merchandising - Inventory - Level of services - IT system - Internal organization
1
Collect customers data in all possible touch points

26. Where
eCommerce
eCommerce
Back-End
Retail
Department store
POS
System
Bluebell Link©
CRM System

27. In Store registration
Paper
eRegistration
Bluebell Link©
CRM System

28. Merchandising - Inventory - Level of services - IT system - Internal organization
1
Collect customers data in all possible touch points
2
Merge all data and analysis these data with brand team

29. eCommerce
eCommerce
Back-End
Retail
Department store
POS
System
Bluebell Link©
CRM System

30. Merchandising - Inventory - Level of services - IT system - Internal organization
1
Collect customers data in all possible touch points
2
Merge all data and analysis these data with brand team
3
Develop best in class multi channel Customer service

31. eCommerce
Retail
eCommerce
Back-End
Department store
POS
System
Bluebell Link©
CRM System
Call Center
Customer service
WMS
Bluebell
Warehouse

32. Merchandising - Inventory - Level of services - IT system - Internal organization
1
Collect customers data in all possible touch points
2
Merge all data and analysis these data with brand team
3
Develop best in class multi channel Customer service
4
Adapt your communication and promotion moments

33. Communication strategy
• Segment your customer Data base
• Build marketing calendar based on:
– Product calendar è Collection
– Promotion è Private Sales, Sales, Family Sales
– Customer History è RFM + Channel + Personal Data + Customer
Service Record
• Marketing execution:
– Digital Team + Sales promotion team
• Analytics: track ROI Record
• Next steps: integrate SNS as part of customer profile and
communication tool

34. Merchandising - Inventory - Level of services - IT system - Internal organization
1
Collect customers data in all possible touch points
2
Merge all data and analysis these data with brand team
3
Develop best in class multi channel Customer service
4
Adapt your communication and promotion moments
5
Kpi follow up and reactivity

35. Key learnings
After 3 months setup and 9 months of fine tuning
• Your organization needs to be prepared, IT tools won’t do it for you
• Flexible IT Approach with modules è avoid the black box tools
• Challenge Retail team to improve customer experience in Store
• Challenge Online team to improve the level of service
è very high compared with retail standard
• Step by Step approach
• Manage expectation

36. Improvements and Challenges
• Integrate social media in our data analysis and communication
• In-store pick-up from eCommerce
• Delivery from In-store online shopping
• More education at sales staff level:
– Customer registration è Incentives
– Place online orders
– Up-sale customers who pick-up in store