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The E-Commerce reference index based on the eShopper journey
eShopper Index® 2015
March 18th, 2015
Table of contents
©iVentures Consulting 2015
1. 2015 eShopper Index
2. Executive summary
3. Rankings
4. Performance analysis of the eShopper experience: key figures, key
learnings, best and worst practices
2
Table of contents
©iVentures Consulting 2015
1. 2015 eShopper Index
2. Executive summary
3. Rankings
4. Performance analysis of the eShopper experience: key figures, key
learnings, best and worst practices
3
What is the eShopper Index?
The E-Commerce reference Index based on the eShopper journey
Analyze and rank performances all along the customer
journey (before, during and after purchase).1
©iVentures Consulting 2015
Cover 14 sub-steps of the customer journey through over
250 criteria.2
Provide cross sector comparisons through over 111
American and European companies.3
Identify best practices on all these sub-steps including
online marketing and omnichannel.4
ANALYZED CHANNELS
Website Mobile
Customer service Social platforms
THE ONLY INTERNATIONAL INDEX TO:
OmnichannelOnline marketing
4
An analysis all along the customer journey
250 criteria on 14 sub-steps, before, during and after the purchase
Social media Mobile User Interface Content
marketing
Product page
Omnichannel
Sales funnel Customer service Newsletter
Customer
account
Communication
emails
Delivery
& package
Return
& refund
©iVentures Consulting 2015 5
Online marketing
& personalization
BEFORE
PURCHASE
DURING
PURCHASE
AFTER
PURCHASE
1 2 3 4 5
6 7 8
9 10 11 12 13 14
For each analyzed player:
•  We order several products and then send them back.
•  We contact customer service through each possible channel (phone, mail, chat, click to call and social platforms).
•  We analyze the customer journey through 250 criteria along 14 sub-steps.
Breakdown of the 111 players
Strong focus on Fashion, Luxury and Beauty sectors
40%
19%
18%
14%
10%Others*
Multi-sector
Beauty
Luxury
Fashion
©iVentures Consulting 2015 6
* Other sectors: Electronics, Books, Toys, Design & Furniture
111 analyzed e-commerce players
3 Suisses Darty Jimmy Choo Prada
Adidas Décathlon John Lewis Puma
Amazon Dell Justfab Ralph Lauren
American Apparel Dior Parfums Kate Spade Saint Laurent
Apple Dolce & Gabbana Kiehl's Saks Fifth Avenue
Argos E.L.F. Kiko Cosmetics Sarenza
Asos Esprit L'Oréal Paris Sears
Auchan Estée Lauder Lacoste Selfridges
Baccarat Etam Lancôme Sephora
Barnes & Noble Everlane La Redoute Shiseido
Barneys New York Fab Levi's Swarovski
Benefit Cosmetics Farfetch Longchamp Target
Bestbuy Feelunique Louis Vuitton Tiffany
Biotherm Fnac Mac Tommy Hilfiger
Bonobos Foot Locker Macy's Tory Burch
Bloomingdale Galeries Lafayette Marc Jacobs Topshop
Boots Gap Marionnaud Toys"R"us
Burberry Gilt Marks & Spencer Urban outfitters
C&A Giorgio Armani Menlook Vente-privée
Calvin Klein Gucci Michael Kors Vestiaire Collective
Carrefour Guerlain Mytheresa Walgreens
Cartier H&M Neiman Marcus Walmart
Celio Harrods Nasty Gal Yoox
Chanel Hermès Net A Porter Yves Rocher
Christian Louboutin Homebase Nike Zalando
Clarins Hugo Boss Nocibe Zappos
Clinique Ikea Nordstrom Zara
Coach J.Crew Pixmania
NEW
©iVentures Consulting 2015
NEW
NEW
NEW
NEW
NEW
NEW
NEW
NEW
NEW
NEW
NEW
NEW
NEW
NEW
NEW
NEW
NEW
7
Table of contents
©iVentures Consulting 2015
1. 2015 eShopper Index
2. Executive summary
3. Rankings
4. Performance analysis of the eShopper experience: key figures, key
learnings, best and worst practices
8
Top 20
1
2
3
4
5
6
7
8
9
10
©iVentures Consulting 2015
11
12
13
14
15
16
17
18
19
20
9
Retailers are the winners. brick & clicks take their revenge
•  All top 5 players are retailers. There is no brand (Vs. 1
brand in 2014). 3 players in the top 5 are brick &
clicks (Vs. 1 brick & click in 2014). Zappos and Net A
Porter are the only players that stayed in the top 5. And
they are … pure players.
•  Zalando, Amazon and Gap have left the Top 5.
WHAT THE TOP 5 TELLS US
•  Retailers tend to confirm their strengths: 80% of the top
20 players are retailers (Vs. 48% of the total analyzed
players). Only 20% of the top 20 players are brands.
This 80/20 ratio was also observed in 2014.
•  Bricks and clicks remain strong Vs. pure players: 65%
are brick and clicks, 35% are pure players.
WHAT THE TOP 20 TELLS US
US / Europe take away
©iVentures Consulting 2015
•  US and European players are equal in the Top 20
ranking: 10 US players are in the Top 20. 10 European
players are in the Top 20 (4 FR, 5 UK, 1 German).
•  European players tend to be better in providing:
-  Delivery options to their customers (62% of European
players provide 2 or more delivery options to their
customers Vs. 36% for US).
-  Pick up at home for product return (36% of European
players Vs. 23% for US).
-  QR code scan through mobile App (30% of European
players with stores Vs. 14% for US).
-  Click & Collect in store (42% of European players with
stores Vs. 36% for US).
-  Reserve & Collect in store (12% of European players with
stores Vs. 6% for US).
-  Editorial & tips sections (63% of European players with
stores Vs. 34% for the US).
•  US players tend to be better in providing:
-  Free delivery with or without minimal amount (94% of US
players Vs. 68% for Europe).
-  Longer window for product return (47% of US players allow
product return after 30 days Vs. 11% for Europe).
-  Wider availability of customer service: 80% of US players’
customer service are available on Sundays (Vs. 31% for
Europe), 78% are open after 8PM (Vs. 25% for Europe) and
58% are available 24/7 (Vs. 11% for Europe).
-  Personalization of website (17% of US players Vs. 9% for
Europe)
-  More return in store (67% of US players with stores Vs.44%
for Europe).
-  More exchange in store (56% of US players with stores Vs.
42% for Europe)
-  In-store product availability feature on the site (42% of US
players with stores Vs. 37% for Europe).
-  Barcode scan through mobile App (36% of US players with
stores Vs. 30 % for Europe).
-  In-store features on mobile such as information, maps and
promotional offers once shopper is in store (14% of US
players with stores vs. 0 to 2% in Europe).
-  Online magazines and blogs (66% of US players with stores
Vs. 58% for Europe) and inspirational images (60% of US
players with stores Vs. 44% for Europe).
10
US players still dominate in the implementation of innovative features
Sectors take away
Some strengths & weaknesses in each sector
•  As in 2014, the Fashion sector emerges as the winner (50% of the top 20), followed by Multi-sector players such as
John Lewis, Amazon, Macy’s (20% of the top 20) and Luxury players (4 players in the top 20).
•  There is potential optimization in Electronics (1 player in the top 20) and Beauty players (1 player in the Top 20).
©iVentures Consulting 2015 11
•  Inspirational images, blogs and online magazines
•  Sophisticated merchandising
ST REN GT HS WEAKNESSES
F a s h i o n
M u l t i - s e c t o r
•  M-commerce App
•  Personalization on website and mobile
•  Product return time
•  Reassuring information on the site (about delivery, return etc.)
•  Omnichannel features (return in stores, click and collect,
connected devices in store)
•  Quality of multiproduct presentation
•  Highlight of online help
•  Quality of the package
•  Personalization on website and mobile
•  Omnichannel features (connected devices in stores…)
L u x u r y
•  Inspirational images, blogs and online magazines or blogs
•  Sophisticated merchandising
•  Highlight of online help and reassuring information (about
delivery, return etc)
•  Quality of the package
•  M-Commerce App
•  Authorized time frame for product return
•  Omnichannel features (Click and collect, return in stores,
connected devices in store)
•  Editorial tips/ content
•  Quality of the package
B e a u t y •  M-Commerce App
•  Personalization on website and mobile
•  Free product return
•  Omnichannel features (click and collect and return in stores)
O t h e r s
( E l e c t r o n i c s ,
B o o k s , … )
•  M-commerce App
•  Personalization on website and mobile
•  Reassuring information on the site (about delivery, return etc.)
•  Omnichannel features (return in stores and click and collect…)
•  Quality of multiproduct presentation
•  Highlight of online help
•  Quality of the package
E-Commerce ecosystem evolution
New design and new features don’t always mean a better ranking
©iVentures Consulting 2015
57%24%
19%
New website
Some changes
No changes
•  46% of the analyzed players have a specific
UI for the US and Europe.
•  The trend points to an increased number of
region-specific UIs (+ 30% in 1 year).
E-Commerce ecosystem evolution in 1 year
46%54%
Specific UI Same UI
+30%
In 1 year-30%
In 1 year
12
•  81% of the analyzed players have partially
changed (24%) or totally changed (57%)
their website in the last 12 months.
•  However, 56% of these players have
decreased their rankings in the eShopper
Index.
•  Many companies tend to focus on design
rather than satisfy eShopper’s basic
expectations (reassurance, omnichannel
services etc.).
6 trends emerge from the eShopper Index
13
Mobile
Content
marketing
•  M-Commerce App is now a reality with 50% of the players with an iOS app (+6% Vs. 2014) and 37%
on Android (+0% Vs. 2014).
•  Mobile innovations mainly concern In-store features such as payment, special offers to be
redeemed in store, In-store information (map, news, events …), contact a sales person etc.
•  Some players are more and more transparent about product’s components (Saks, Burberry,
Kiehl’s , Sephora etc…), country of origin (Zappos, Burberry, Gucci etc.) and pricing (Everlane’s
positioning “Customers have the right to know what their products cost to make”).
•  New features and contents are product video (32%) and availability of the product in store (30%).
Product page
•  Content marketing (inspirational images, editorial/ tips section(s) and online magazine or blog) is
key to generate eShop traffic. More than 50% of the analyzed players create Content marketing.
•  Inspirational images (Coach, Burberry etc.) and brand online magazines or blogs (such as Style
insider magazine by Harrods, etc.) are a priority in Luxury and Fashion sectors.
•  Beauty tends to prefer beauty tips (Lancôme, L'Oréal Paris, Shiseido etc.)
•  Retailers focus on reviews, recommendations and tips to customers through a consumer magazine
or section (Auchan and Fnac).
6 trends emerge from the eShopper Index
Omnichannel
•  Omnichannel services such as Click & Collect (39% of players with stores), Return in store (52%) and
Exchange in store (48%) are still must have, but less than half of the players have implemented
these features.
•  Omnichannel innovations concern features and services such as Book an appointment in store
(19%), Reserve & collect (9%), Connected devices in store to check product availability and / or
place an order (9%) as well as In-store mobile features (ie. Mobile p13).
•  Personalization based on purchase and browsing remains among the top trends, even though it is
rarely proposed. It appears mostly on websites (13%), and remains rare on newsletters (8%) and
mobile (4%)
•  Electronics and Multi-sector players are the most active (Amazon, Best Buy, Fnac, 3Suisses etc.).
American players are the most advanced, especially Amazon that continues to enjoy its first mover
advantage.
©iVentures Consulting 2015
Online marketing
& personalization
14
Delivery
•  New and faster delivery options tend to appear: 1-hour delivery (Amazon in NYC and Everlane in San
Francisco), 3-hours delivery (Hermès in Paris), Amazon Locker in the US, Click and collect in 1 hour
(Fnac), Reserve & collect in 1 hour (Barnes & Noble) etc.
2015 Winners
©iVentures Consulting 2015
+66*
Vs. 2014
Website partially
changed
Biggest jump
+115*
15
#1
#7
Out of 111
New website
Out of 111
* In the eShopper Index 2014, Saks’ ranking was 67 out of 130 analyzed players and 3 Suisses’ ranking was 122 out of 130.
2015 Losers
©iVentures Consulting 2015
#111*
out of 111
New website
Worst crash
-65*
16
#90
out of 111
New website
Flop
* In the eShopper Index 2014, Prada’s ranking was 126 out of 130 analyzed players and Sears’ ranking was 25 out of 130.
Table of contents
©iVentures Consulting 2015
1. 2015 eShopper Index
2. Executive summary
3. Rankings
4. Performance analysis of the eShopper experience: key figures, key
learnings, best and worst practices
17
Overall Ranking
©iVentures Consulting 2015
The eShopper customer journey is overall
smooth from start to follow up.
Champion
The eShopper customer journey is nearly
perfect but still shows some breaches.
Challenger
The purchase can be made but there are real
breaches in the customer journey despite
some very carefully carved steps.
Diligent
Too many breaches in many steps of the
eShopper customer journey.
Feeble
Top 10 11 to 50
51 to 100
18
Identification of 4 major categories
101 to 111
Overall Ranking
©iVentures Consulting 2015
Rank ‘15 Company name Vs. ‘14 HQ Category
Performance Score
/100Before During After
1 SAKS FIFTH AVENUE +66 USA Champion 81.31
2 ZAPPOS +0 USA Champion 80.74
3 JOHN LEWIS +15 EUR Champion 80.70
4 NET-À-PORTER +0 EUR Champion 79.55
5 NEIMAN MARCUS +83 USA Champion 79.51
6 BURBERRY +27 EUR Champion 79.30
7 3 SUISSES +115 EUR Champion 78.45
8 KATE SPADE +5 USA Champion 78.32
9 NORDSTROM -1 USA Champion 77.55
10 HARRODS +4 EUR Champion 77.49
11 ASOS +15 EUR Challenger 76.41
12 SEPHORA +0 EUR Challenger 75.95
13 ZALANDO -12 EUR Challenger 75.61
14 FNAC +6 EUR Challenger 75.22
15 AMAZON -12 USA Challenger 74.29
16 MACY’S +14 USA Challenger 74.28
17 TARGET -6 USA Challenger 74.22
18 SARENZA -2 EUR Challenger 74.18
19 RALPH LAUREN -9 USA Challenger 73.86
20 NIKE +9 USA Challenger 73.72
19
Smooth eShopper journey. Needs little improvements
Few breaches in the eShopper journey. Needs some improvements
Many breaches in the eShopper journey. Room for improvements
Overall Ranking
©iVentures Consulting 2015
Rank ‘15 Company name Vs. ‘14 HQ Category
Performance Score
/100Before During After
21 SELFRIDGES & CO +28 EUR Challenger 73.68
22 MARKS & SPENCER -13 EUR Challenger 73.53
23 LA REDOUTE -4 EUR Challenger 73.35
24 DARTY +30 EUR Challenger 73.21
25 J.CREW +73 USA Challenger 73.18
26 WALMART +2 USA Challenger 73.01
27 MENLOOK / EUR Challenger 72.74
28 LOUIS VUITTON +30 EUR Challenger 72.73
29 FAB -22 USA Challenger 72.63
30 TOYS’R’US +34 USA Challenger 72.40
31 COACH +28 USA Challenger 72.37
32 TORY BURCH -11 USA Challenger 72.11
33 SWAROVSKI +68 EUR Challenger 71.96
34 BLOOMINGDALE’S -17 USA Challenger 71.73
35 GALERIES LAFAYETTE / EUR Challenger 71.51
36 JIMMY CHOO / USA Challenger 71.50
37 FOOT LOCKER / USA Challenger 71.49
38 BEST BUY +34 USA Challenger 71.48
39 FARFETCH +23 EUR Challenger 71.47
40 TIFFANY & CO +10 USA Challenger 71.22
20
Smooth eShopper journey. Needs little improvements
Few breaches in the eShopper journey. Needs some improvements
Many breaches in the eShopper journey. Room for improvements
Overall Ranking
©iVentures Consulting 2015
Rank ‘15 Company name Vs. ‘14 HQ Category
Performance Score
/100Before During After
41 CLARINS -19 EUR Challenger 71.11
42 BARNEYS NEW YORK +36 USA Challenger 71.07
43 MARIONNAUD +52 EUR Challenger 71.02
44 CLINIQUE -29 USA Challenger 70.97
45 MICHAEL KORS +38 USA Challenger 70.92
46 YOOX -14 EUR Challenger 70.49
47 ESTEE LAUDER -13 USA Challenger 70.41
48 LACOSTE -42 EUR Challenger 70.19
49 H&M -22 EUR Challenger 70.12
50 BARNES & NOBLE -19 USA Challenger 70.05
51 ADIDAS -27 EUR Diligent 69.95
52 GAP -47 USA Diligent 69.89
53 ZARA +3 EUR Diligent 69.09
54 BONOBOS -9 USA Diligent 68.86
55 DECATHLON -13 EUR Diligent 68.75
56 GIORGIO ARMANI +63 EUR Diligent 68.47
57 EVERLANE / USA Diligent 68.10
58 BIOTHERM / EUR Diligent 67.89
59 JUSTFAB -21 USA Diligent 67.68
60 BENEFIT COSMETICS -3 USA Diligent 67.41
21
Smooth eShopper journey. Needs little improvements
Few breaches in the eShopper journey. Needs some improvements
Many breaches in the eShopper journey. Room for improvements
Overall Ranking
©iVentures Consulting 2015
Rank ‘15 Company name Vs. ‘14 HQ Category
Performance Score
/100Before During After
61 MYTHERESA -26 EUR Diligent 67.27
62 MARC JACOBS -9 USA Diligent 67.18
63 L’OREAL PARIS +8 EUR Diligent 66.76
64 NASTY GAL -1 USA Diligent 66.72
65 YVES ROCHER -19 EUR Diligent 66.49
66 ESPRIT +10 EUR Diligent 66.28
67 LEVI’S -30 USA Diligent 66.11
68 CHANEL -29 EUR Diligent 65.98
69 CELIO -18 EUR Diligent 65.90
70 DELL +26 USA Diligent 65.88
71 URBAN OUTFITTERS / USA Diligent 65.74
72 NOCIBÉ +10 EUR Diligent 65.68
73 ETAM / EUR Diligent 65.66
74 WALGREENS / USA Diligent 65.65
75 SHISEIDO / ASIA Diligent 65.61
76 PIXMANIA -3 EUR Diligent 65.58
77 BOOTS / EUR Diligent 65.29
78 ARGOS +19 EUR Diligent 65.19
79 AMERICAN APPAREL -2 USA Diligent 64.53
80 MAC COSMETICS -28 USA Diligent 64.51
22
Smooth eShopper journey. Needs little improvements
Few breaches in the eShopper journey. Needs some improvements
Many breaches in the eShopper journey. Room for improvements
Overall Ranking
©iVentures Consulting 2015
Rank ‘15 Company name Vs. ‘14 HQ Category
Performance Score
/100Before During After
81 FEELUNIQUE / EUR Diligent 63.74
82 KIEHL’S / USA Diligent 63.71
83 TOPSHOP -8 EUR Diligent 63.63
84 PUMA - 36 EUR Diligent 63.02
85 VESTIAIRE COLLECTIVE -5 EUR Diligent 63.01
86 AUCHAN -63 EUR Diligent 62.67
87 GILT -51 USA Diligent 62.60
88 HUGO BOSS -48 EUR Diligent 62.31
89 HERMES -2 EUR Diligent 62.29
90 SEARS -65 USA Diligent 62.03
91 CHRISTIAN LOUBOUTIN / EUR Diligent 61.34
92 KIKO COSMETICS / EUR Diligent 60.96
93 CARTIER / EUR Diligent 60.73
94 HOMEBASE +24 EUR Diligent 60.66
95 APPLE -29 USA Diligent 60.37
96 DIOR PARFUMS +21 EUR Diligent 60.34
97 LONGCHAMP -5 EUR Diligent 60.12
98 TOMMY HILFIGER -28 EUR Diligent 59.39
99 E.L.F. / USA Diligent 58.54
100 DOLCE & GABBANA +23 EUR Diligent 57.97
23
Smooth eShopper journey. Needs little improvements
Few breaches in the eShopper journey. Needs some improvements
Many breaches in the eShopper journey. Room for improvements
Overall Ranking
©iVentures Consulting 2015
Rank ‘15 Company name Vs. ‘14 HQ Category
Performance Score
/100Before During After
101 IKEA +28 EUR Feeble 57.89
102 GUCCI -8 EUR Feeble 57.48
103 BACCARAT -17 EUR Feeble 54.28
104 SAINT LAURENT +5 EUR Feeble 53.56
105 GUERLAIN -20 EUR Feeble 53.55
106 CALVIN KLEIN -41 USA Feeble 51.29
107 C&A / EUR Feeble 49.68
108 VENTE PRIVEE -3 EUR Feeble 49.11
109 CARREFOUR -2 EUR Feeble 46.99
110 LANCÖME -8 EUR Feeble 46.38
111 PRADA +15 EUR Feeble 42.47
24
Smooth eShopper journey. Needs little improvements
Few breaches in the eShopper journey. Needs some improvements
Many breaches in the eShopper journey. Room for improvements
Fashion ranking
1
2
3
4
5
6
7
8
9
10
11
©iVentures Consulting 2015
12
13
14
15
16
17
18
19
20
21
22
23
24
25
26
27
28
29
30
31
32
33
34
35
36
37
38
39
40
41
42
43
44
25
60% of the top 10 players are pure players
Luxury ranking
1
2
3
4
5
6
7
8
9
10
©iVentures Consulting 2015
11
12
13
14
15
16
17
18
19
20
21
26
Among the top 10 players, 4 US and 4 UK companies
Beauty ranking
1
2
3
4
5
6
7
8
9
10
©iVentures Consulting 2015
11
12
13
14
15
16
17
18
19
20
27
Among the top 10, 30% US companies , 70% French companies
Multi-sector ranking
1
2
3
4
5
6
7
8
©iVentures Consulting 2015
9
10
11
12
13
14
15
28
For the 1st time since 2013, the top multi-sector player is a brick & click
6
7
8
9
10
11
Others ranking*
1
2
3
4
5
©iVentures Consulting 2015 29
Among the top 5, 3 US companies and 2 French companies
* Other sectors: Electronics, Books, Toys, Design & Furniture
Omnichannel ranking*
1
2
3
4
5
©iVentures Consulting 2015 30
6
7
8
9
10
Among the top 10, 9 retailers and only 1 brand
* 82 of the 111 analyzed players have physical stores
Table of contents
©iVentures Consulting 2015
1. 2015 eShopper Index
2. Executive summary
3. Rankings
4. Performance analysis of the eShopper experience – key figures, key
learnings, best and worst practices
31
Performance analysis of the eShopper journey
©iVentures Consulting 2015
Omnichannel
Online marketing
& personalization
Before purchase During purchase After purchase
32
Performance analysis of the eShopper journey
©iVentures Consulting 2015
Omnichannel
Online marketing
& personalization
During purchase After purchaseBefore purchase
33
1st step of the eShopper purchasing process
©iVentures Consulting 2015
Evaluate & Consider
•  Determined
•  Unsure
PR OFIL E
•  Look for information &
inspiration
•  Browse
•  Compare
•  Form an opinion
•  Evaluate options and offers
INT ENTI ON
•  Clarity
•  Transparency
•  Inspiration
•  Advices & tips
•  Efficiency regarding time
spent
•  Similar experience to shop
window
NEEDS
•  Price
•  Best offer
•  Added value
•  Customer Experience
•  Easy to use
KPI
34
BEFORE PURCHASE
5 sub-steps under scrutiny
©iVentures Consulting 2015
BEFORE PURCHASE
Mobile
Content marketing
Social media User Interface
Product page
35
5 sub-steps under scrutiny
©iVentures Consulting 2015
BEFORE PURCHASE
Mobile
Content marketing
User Interface
Product page
Social media
36
KEY INSIGHT
Key figures
©iVentures Consulting 2015
99% 95% 100%
74%
86% 89% 91%
0%
25%
50%
75%
100%
Facebook Twitter Youtube Instagram Blog Pinterest Google+
Presence on social media platforms
Main activities on Facebook and Twitter
+23%
+12%
SOCIAL MEDIA
45%
33%
85%
74%70%
95%
0%
25%
50%
75%
100%
Facebook Twitter
Special offers / Deals
Product highlight
Customer service
•  Even as a ghost town, Google + remains an efficient
SEO/SEM tool. Brands are attracted by the free Google
search highlight of their Google + posts.
•  Instagram and Pinterest are the best inspirational social
platforms to highlight and stage products.
•  Facebook and Twitter are mainly used to highlight
product and as customer service channels.
Communication on special offers and deals is not
frequent.
Google + and Instagram share the best growth
in brand presence over 1 year
37
+0%
+1%
+2%
+12%
+12%
+4%
+23%
Key learnings
©iVentures Consulting 2015
SOCIAL MEDIA
•  Presence on Facebook, Twitter, Youtube Pinterest, Instagram
and Google+.
•  Usage as a marketing tool on FB, Twitter, Youtube to highlight
products with links to the eShop.
•  Usage as a marketing tool on Instagram and Pinterest to
highlight inspirational images of products (with links to the
eShop for Pinterest).
•  Usage as a free SEO/ SEM tool on Google+ to highlight posts on
search results.
•  Usage as a Customer service tool on Twitter to respond to any
customer enquiries.
BA SICS DIFFERENTIATORS
GOODIES
•  Contests.
•  Social games.
•  Interactive quizzes.
Example of Kate Spade’s
post on Facebook
•  Usage as a marketing tool on Facebook and Twitter to highlight
deals, special offers and exclusivities with links to the eShop.
•  Usage as a Customer service tool on Facebook to respond to
customer enquiries.
38
Best practice
©iVentures Consulting 2015
SOCIAL MEDIA
PROMOTION OF THE KATE SPADE’S LIFESTYLE
•  Facebook (2M likes)
-  Mainly used as a marketing tool to highlight new
products, style and food guides, special offers as
well as a customer service tool to respond to
customer enquiries.
-  “Facebook Exclusive” section to introduce
special products from Kate Spade and contests.
•  Twitter (797K followers)
-  Mainly used as a marketing and customer
service platform; very active account.
•  Youtube (6K subscribers, 2.5M views)
-  Video channel with product, lifestyle and
campaign videos, guest stars, fashion advices,
food tips and behind the scenes footage, etc.
•  Instagram (977K followers)
-  Highlight of products and inspirational images
to promote the Kate Spade lifestyle.
•  Pinterest (243K followers)
-  Rich in products, lifestyle and inspirational
content driving traffic to the eShop.
•  Google + (6K followers)
-  Highlight of products and inspirational images,
as well as fashion videos and tips.
Example of Kate Spade’s post on Facebook
39
Kate Spade’s Pinterest
Best practice
©iVentures Consulting 2015
SOCIAL MEDIA
Source : Milky, Dec. 2013
CUSTOMER ORIENTED SOCIAL MEDIA STRATEGY
WITH OFFERS, EDITORIAL & CUSTOMER SERVICE
40
•  Facebook (23M likes)
-  Mainly used as as a marketing tool to highlight
new products and offers as well as a customer
service tool to respond to customer enquiries.
•  Twitter (1.57M followers)
-  Mainly used as a marketing and customer
service tool.
•  Youtube (62K subscribers, 26M views)
-  Video channel featuring promotional and
lifestyle tips
•  Instagram (608K followers)
-  Highlight of products and inspirational images.
•  Pinterest (270K followers)
-  Very rich in products, lifestyle and inspirational
content driving traffic to the eShop
•  Google + (530K followers)
-  Highlight of products and promotions
Example of
Target’s post
on Facebook
Target’s
YouTube video
channel
Worst practice
©iVentures Consulting 2015
SOCIAL MEDIA
•  Choice not to use social platforms for the Apple Store
to highlight Apple’s products and answer to customer
queries.
-  Empty Facebook page.
-  Empty Twitter account.
-  No Instagram account.
-  A fake Pinterest account highlighting Apple’s
products and performances as well as
competitors’ products and industry news.
-  Only a rich Youtube video channel with product
and service videos, campaigns and event
reports.
Apple’s Facebook page
41
NO SOCIAL COMMERCE ACTIVITY
Apple’s Fake Pinterest account
5 sub-steps under scrutiny
©iVentures Consulting 2015
BEFORE PURCHASE
Content marketing
User Interface
Product page
42
Social media Mobile
KEY INS IGHT
Key figures
©iVentures Consulting 2015
91%
51%
37%
0%
20%
40%
60%
80%
100%
Mobile version iOs App Android app
+4%
in 1 year +6%
in 1 year +0%
in 1 year
Mobile version Vs. M-Commerce App
55%
24%
87%
30%
82%
51%
39%
5%
80%
25%
55%
37%
0%
25%
50%
75%
100%
Fashion Luxury Multi-sector Perfumes &
Cosmetics
Others* All sectors
iOS app Android App
M-Commerce app by sector
51%of all
players have a M-
Commerce app on
iOS
MOBILE
Most players have a mobile version of their E-Commerce website (+4% Vs. 2014).
Only half of the players provide M-Commerce Apps on iOS (+6% Vs. 2014) , and a third on Android (+0% Vs. 2014).
Only a minority of the Perfumes & Cosmetics and Luxury players provide M-Commerce Apps.
43
* Other sectors: Electronics, Books, Toys, Design & Furniture
Key figures
©iVentures Consulting 2015
The 5 top M-Commerce features & services
MOBILE
1.  Notifications
2.  Highlight of Special offers & deals
3.  Store locator
4.  Barcode scan
5.  Editorial/ Tips section and Loyalty program module
44
70%
39%
65%
11% 9% 11%
4%
14%
47%
32%
16%
91%
39%
0%
20%
40%
60%
80%
100%
Special offers,
deals, etc.
Editorial/ Tips
section
Store locator Book
appointment
In-store info
(news, events
…)
In-store offers Contact a sales
person in-store
Payment Barcode scan QR scan Product scan Notifications Loyalty
program
M- Commerce app features & services
Players tend to provide eShoppers with more and more in-store features such as payment, special offers to be redeemed
in store, In-store information (store internal map, news, events …) and contact a sales person.
Key learnings
©iVentures Consulting 2015
MOBILE
•  User-friendly mobile version of the E-Commerce site including:
-  A store locator (for players with stores).
-  Highlight of special offers & deals (except in Luxury).
-  Highlight of products.
•  User-friendly M-Commerce app on iOS including:
-  A store locator (for players with stores).
-  A barcode scan (for players with stores).
-  Special offers & deals (except in Luxury).
-  Notifications to inform eShoppers about new arrivals,
new collections, special offers, events etc.
BA SICS DIFFERENTIATORS
GOODIES
Macy’s M-Commerce app
•  User-friendly M-Commerce app on Android.
•  M-Commerce app including:
-  Content marketing & tips.
-  Personalized contents & offers.
-  Book an appointment in store.
-  A loyalty program module.
-  In-store features such as QR code scan, payment, In-
store information & events, special offers to be
redeemed and possibility to contact a sales person.
45
•  Product scan on M-Commerce app (from advertising or product
itself) through augmented reality to get more information about
a product and / or for visual search to see similar products in
the eShop
Best practice
©iVentures Consulting 2015
EXCELLENT IN-STORE MOBILE SHOPPING
EXPERIENCE
Mobile website
•  Well adapted and easy-to-use mobile website.
M-commerce app on iOS and Android
•  eShop
-  Store and manage offers and payment options
all in one place with “My Wallet”.
-  Image search: take or upload a photo and search
among thousands of products online to find
similar products.
•  Store locator
-  Search by city and zip code.
-  Address, opening hours, available services
-  Notifications received when the closest store is
open or closed.
•  Omnichannel
-  Check the in-store availability of a product
-  Book an appointment for exclusive advice.
-  Scan barcodes and QR codes for more
information about products or promotions.
-  Mobile offers to be redeemed in store.
-  Indoor information and turn-by-turn mapping
navigation.
Macy’s M-Commerce home page & product review
46
Macy’s image search feature
MOBILE
Best practice
©iVentures Consulting 2015
ADVANCED MOBILE LOYALTY PROGRAM MODULE
Mobile website
•  Well adapted and easy-to-use mobile website.
M-commerce app on iOS and Android
•  eShop
-  3 ways to shop: discovery or reorder, from shop
recommendations (Sephora tips & highlights) and
shop inspirations (looks, tutorials etc.).
•  Store locator
-  Search by map or list, zip code and city.
-  Address, opening hours, beauty services available
and beauty tests.
•  Omnichannel
-  Check the in-store availability of a product
-  Shop in store: barcode scan to obtain information,
ratings and reviews for any product.
-  Ability to book an appointment in store for advice.
-  Ability to flash the “beauty insider” card (loyalty
card) to earn and redeem points in store, save it to
use in-store, keep track of account status and get
exclusive offers, products and promotions.
-  In-store notifications on current offers.
-  Payment in store via Apple Pay in all Bay Area
stores and the Lexington store in NYC.
Sephora to go’s M-Commerce app home page
47
Sephora to go’s loyalty card (Beauty Insider)
MOBILE
Worst practice
©iVentures Consulting 2015
•  No mobile version of the website: redirects eShoppers
to the current website version, very long to load and not
adapted to a discovery and shopping experience.
•  No M-Commerce app.
48
NO MOBILE INITIATIVE
MOBILE
Guerlain.com on mobile
5 sub-steps under scrutiny
©iVentures Consulting 2015
BEFORE PURCHASE
Content marketing Product page
49
Social media Mobile User Interface
Key figures
Quality of the user interface
(Simplicity, responsiveness, readability)
Players tend to develop more and more user interfaces that differ the US and in Europe (2015 vs. 2014).
High quality UI is now provided by most players. However, highlighting of customer service and reassuring information
such as delivery, return etc. remains rare.
50
32%
46%
22% Very easy
Easy
Difficult
European UI Vs. American UI Reassurance
31%
23%
82%
0%
30%
60%
90%
Permanent visibility &
highlight of customer
service from any page
Permanent visibility &
highlight of reassuring
information*
Presence of an online help
USER INTERFACE
KEY INS IGHT
80%of players
provide a good
quality user
interface
46%54%
Specific UI
Same UI
+30%
In 1 year
-30%
In 1 year
* Payment, delivery, return etc.
Key figures
©iVentures Consulting 2015
USER INTERFACE
51
Quality of landing pages by sector
55%
43%
0% 0% 0%
30%
45%
57%
100% 100% 100%
70%
93%
81%
93%
65%
91%
86%
0%
20%
40%
60%
80%
100%
Fashion Luxury Multi-sector Perfumes & cosmetics Others* All sectors
Sophisticated merchandising / multiproduct presentation Basic merchandising / multiproduct presentation Filters
Fashion and Luxury are the only sectors to have a sophisticated merchandising on their landing pages
Filters are proposed by all sectors but more rarely in Perfumes & Cosmetics.
* Other sectors: Electronics, Books, Toys, Design & Furniture
Key learnings
©iVentures Consulting 2015
USER INTERFACE
•  Fast navigation bar covering 3 levels of information: access to all
departments, categories and sub-categories all along the
customer journey.
•  Home page highlighting offers, new products, collections etc.
•  Landing page with basic merchandising, and smart filters
including product category, price, color, size, …
•  Easy-to-use search engine with pre-suggestions and quality
results and smart filters.
•  Store locator, easy-to-find and to use with search by city and zip
code, basic information on each store (address, opening hours,
amenities, etc...).
•  Presence of online help or FAQ.
BA SICS DIFFERENTIATORS
John Lewis’
navigation bar
•  Inspirational images highlighted on home page (New arrivals,
New collection, Shop now, …).
•  Landing page with sophisticated merchandising staging
product in more inspirational style.
•  Personalized product recommendations based on previous
browsing and purchases.
•  Permanent visibility and highlight of Customer service and
reassuring information about delivery, return etc. from any
page.
•  List of viewed items available all along the customer journey.
•  Store locator, easy-to-find and to use with richer content for
each store (photos, store-specific events and promotions,
available product categories, etc.).
52
Best practice
©iVentures Consulting 2015
•  Navigation
-  Highlight of new arrivals, top sellers, etc., and
get inspiration and advice from the home page.
-  Very easy-to-use navigation bar with direct
access on roll over to sections/ departments,
product categories and sub-categories.
-  Intuitive search engine with sophisticated filters.
-  Visibility of last-viewed products and
recommendations based on previous browsing.
•  Landing page merchandising
-  Price match section where customers can check
how much they will save compared to
competitors’ prices.
-  Presence of sophisticated filters and product
reviews on the landing page.
•  Store locator
-  Maps and directions, opening hours and events.
-  Click & collect information available.
•  Reassuring information
-  Permanent visibility and highlight of customer
service from any page.
-  Permanent visibility and highlight of reassuring
information (delivery, return etc.).
-  Presence of online help / FAQ.
John Lewis’ home page
53
John Lewis’ navigation bar
USER INTERFACE
FRIENDLY & REASSURING USER INTERFACE
Best practice
©iVentures Consulting 2015
FRIENDLY & REASSURING USER INTERFACE
•  Navigation
-  Very easy-to-use navigation bar with direct
access on roll over to sections/ departments,
product categories and sub-categories.
-  Highlight of new collections, best sellers,
currents best offers, top sellers, top offers on the
homepage.
-  3 clicks from home page to product presentation
page.
-  Personalized product recommendations based
on previous browsing and purchases.
-  Presence of an intuitive search engine with
sophisticated filters.
•  Landing page merchandising
-  Sophisticated landing page with filters available
-  Possibility to change the color of a product and
get a quick product view from the landing page.
•  Reassuring information
-  Permanent visibility and highlight of customer
service from all pages.
-  Permanent highlight of reassuring information.
-  Presence of online help and FAQ.
3 Suisses’ home page
54
3 Suisses’ navigation bar
USER INTERFACE
Worst practice
©iVentures Consulting 2015
•  User interface not intuitive & slow navigation process
-  Needs to go back to the menu icon to access the
navigation bar.
-  Requires too many clicks to access to sections,
product categories and subcategories then
product (5 clicks from pre-home page to product
page).
•  No reassuring information about
-  Customer service.
-  Delivery, return etc.
55
USER INTERFACE NOT FRIENDLY AND NOT
REASSURING
USER INTERFACE
Prada’s pre-home page
Prada’s e-store home page with a step by step
navigation
5 sub-steps under scrutiny
©iVentures Consulting 2015
BEFORE PURCHASE
Product page
56
Social media Mobile User Interface
Content marketing
KEY INS IGHT
Key figures
©iVentures Consulting 2015
65%
50%
61%
0%
20%
40%
60%
80%
Inspirational images (campaign,
lifestyle, still life, etc.)
Editorial /tips section(s) Online magazine or blog
Main Content marketing activities
Content marketing activities by sector
65%of players
inspire their
customers through
images staging their
products
Luxury, Fashion, Perfumes & Cosmetics are the most active sectors using Content marketing through inspirational
images, Editorial/ tips section(s) and online magazine or blog to inspire and advise customers and generate traffic to
eShop.
57
* Other sectors: Electronics, Books, Toys, Design & Furniture
91%
86%
27%
40%
0%
65%
57%
33% 33%
75%
36%
50%
64% 62% 60%
55%
64% 61%
0%
20%
40%
60%
80%
100%
Fashion Luxury Multi-sector Perfumes &
cosmetics
Others* All sectors
Inspirational images (campaign, lifestyle, still
life etc.)
Editorial /tips section(s)
online magazine or blog
CONTENT MARKETING
Key learnings
©iVentures Consulting 2015
•  Looks (in Fashion and Cosmetics)
BA SICS DIFFERENTIATORS
GOODI ES
Shop the shoot on Style
Insider, Harrods’ fashion
magazine
•  Presence of inspirational images (campaign, lifestyle, still life,
etc.) on home and landing pages
•  Presence of Editorial / tips section(s) and highlight on home
page with inspirational images and/ or videos (campaigns,
tutorials, lookbooks etc.) and links to product pages
•  Presence of a brand magazine or a blog with links to product
pages to inspire and/ or advise customers with links to product
pages
58
•  Advices / tests modules with questions
•  Make up app and game (in cosmetics)
CONTENT MARKETING
Best practice
©iVentures Consulting 2015
RICH AND INSPIRATIONAL STYLE INSIDER
MAGAZINE
•  Online fashion magazine News
-  News: access to all new fashion and beauty
products, fashion events and in-store events.
-  Top 5: a best-of section with the best new
products.
-  Trends: the best of celebrities fashion, style
personalities and street style pictures.
-  Interviews: celebrities, designers and fashion
personalities.
-  Fashion shows: summaries of fashion shows.
-  Beauty buzz: new arrivals, make-up tips,
tutorials and celebrities’ updates.
-  Fashion shoots: get a quick look at shoots and
shop products.
-  Harrods magazine: a direct link to the store’s
high-end online fashion magazine.
-  Inside the studio: get an insider look at Britain's
most talented fashion designers.
Style Insider Magazine’s home page
59
Shoppable products on the Fashion shoots section
CONTENT MARKETING
Best practice
©iVentures Consulting 2015
RICH ONLINE CONSUMER MAGAZINE
•  The magazine “Les conseils de nos experts” (Experts’
tips & recommendations) provided by store experts to
help customers in their shopping experience
-  Covers over 15 categories of Fnac products (from
high tech to comics).
-  Benchmarks similar products.
-  Tests, rates and reviews of products.
-  Video tutorials and tips.
-  Highlight of a selection of best products in every
category.
-  Expert presentations (profile picture, area of
expertise) and published articles.
-  ‘L’Atelier des chefs’: recipes and cooking tip
videos from chefs.
-  ‘Fnac gaming’ : Watch video game shows every
month.
-  Etc.
Fnac’s consumer magazine home page
60
Example of camera ranking made by a Fnac expert
CONTENT MARKETING
Worst practice
©iVentures Consulting 2015
•  No consumer sections or magazine with reviews, tips &
recommendations sections provided by experts.
61
NO CONTENT MARKETING STRATEGY
Amazon’s home page
CONTENT MARKETING
5 sub-steps under scrutiny
©iVentures Consulting 2015
BEFORE PURCHASE
62
Social media Mobile User Interface
Content marketing Product page
Key figures
©iVentures Consulting 2015 63
+30%
-30%
PRODUCT PAGE
KEY INS IGHT
Only 39%of
players highlight an
online help feature
on the product
page
93% 91%
97%
52%
84%
32%
89%
30%
59%
39%
82%
55%
52%
48%
89%
47%
70%
0%
20%
40%
60%
80%
100%
Product
qualitative
description
Product
technical
description
High quality
product
images
Multiple view
images of
single product
Product zoomProduct video
(demo, tips
etc.)
Detailed
option list
In-store
product
availability
Highlight of
reassuring
information
(delivery,
return etc.)
Highlight of
Online help
(chat or
customer
service)
Up / cross
selling
Customer
reviews
Customer
ratings
Facebook Like Share on
social
platforms
Share by
email
Add to wish
list
Product page characteristics
The 5 top features & contents of a product page
1.  Good image quality.
2.  Product qualitative description.
3.  Product technical description (specifications, ingredients etc.).
4.  Detailed option list (color, size etc.).
5.  Share on social platforms.
New features and contents are multi angle views of product, product video
and in-store product availability.
Key learnings
©iVentures Consulting 2015
PRODUCT PAGE
•  Content:
-  High quality product images.
-  Product qualitative description.
-  Product technical description (ingredients,
specifications etc.).
-  Detailed option list (Size, color etc.).
•  Features:
-  Product zoom.
-  Up / cross selling.
•  Reassuring information:
-  Customer reviews & ratings (except Luxury).
BA SICS DIFFERENTIATORS
GOODIES
Saks’ product page
•  Content:
-  Multiple view images of single product.
-  Product video (demo, tips etc.).
-  Transparency about products (origin, fabric/
ingredients, pricing etc.)
•  Feature: in-store product availability.
•  Reassuring information:
-  Highlight of delivery, return etc.
-  Highlight of Online help (chat or customer service)..
64
•  Share on social platforms and by email as well as Facebook like.
•  Add to wish list / favorites.
Best practice
©iVentures Consulting 2015
RICH AND REASSURING PRODUCT PAGE
•  Merchandising
-  Detailed qualitative and technical product
description.
-  Video of the model wearing the product
automatically played; multi-angle views of the
worn product and zoom to see the texture.
-  Detailed option lists and size guide.
•  Up / Cross selling
-  “Complete the look”.
-  Similar products also seen by other customers.
•  Omnichannel service
-  Check in-store product availability.
•  Social & Wishlist
-  Customers reviews and ratings.
-  Share products on social platforms or via email.
-  Q&A features allowing customers to ask questions
to customers who already bought the product.
-  Add to wishlist.
•  Reassuring information
-  Pop-up live chat with a specialist after a few
minutes spent on the website.
-  Highlight of shipping and return information.
-  Highlight of customer service and online help.
65
Saks’s product page
PRODUCT PAGE
Best practice
©iVentures Consulting 2015
RICH AND REASSURING PRODUCT PAGE
•  Merchandising
-  Extremely deep qualitative and technical product
description.
-  High quality pictures with zoom and multi-angle
views of the product.
-  Advice and services related to the product.
-  Ability to compare products.
-  Detailed options list.
•  Up / Cross selling
-  Similar products also seen by other customers.
-  Products ultimately purchased by customers.
-  Related accessories.
•  Omnichannel service
-  Check in-store product availability.
-  Click & Collect.
•  Social & Wishlist
-  Customer reviews and ratings with pros and cons.
-  Add to wishlist.
•  Reassuring information
-  Customer service permanently highlighted.
-  Pop-up live chat to help customers.
Darty’s product page
66
PRODUCT PAGE
Darty’s product
page
Worst practice
©iVentures Consulting 2015
•  Limited description and images of the product.
•  No reassurance (customer service, information about
delivery, return etc.).
67
VERY POOR PRODUCT PAGE
Hermes’ product page
PRODUCT PAGE
Performance analysis of the eShopper journey
©iVentures Consulting 2015
Omnichannel
Online marketing
& personalization
During purchase After purchaseBefore purchase
68
2nd step of the eShopper purchasing process
©iVentures Consulting 2015
Buy
•  Determined
PR OFIL E
•  Place the order
•  Customize the order (present,
different delivery…)
•  Get answers to questions if
required
INT ENTI ON
•  Quick and secured payment
•  Intuitive process
•  Reassurance
•  Flexibility
•  Easy experience
NEEDS
•  Step by step process
•  Consistency
•  Customer Service
performance (response rate,
answering time…)
KPI
69
DURING PURCHASE
3 sub-steps under scrutiny
©iVentures Consulting 2015
DURING PURCHASE
70
Customer serviceSales funnel Newsletter
3 sub-steps under scrutiny
©iVentures Consulting 2015
DURING PURCHASE
71
Customer service NewsletterSales funnel
Key figures
©iVentures Consulting 2015
Length of the sales funnel from shopping
bag to order confirmation
72
56%
31%
13%
Short
Medium
Long
+30%
-30%
Shopping bag content
100%
44%
77%
50%
63%
0%
20%
40%
60%
80%
100%
Order
summary
Delivery time Delivery cost Up/Cross
selling
Promotional
code
SALES FUNNEL
KEY INS IGHT
+40%of players
improved their sales
funnel by reducing
the number of steps
involved
+41%
in 1 year
-30%
in 1 year
-11%
in year
•  Players tend to increasingly simplify the
sales funnel to improve the customer
experience. +41% of the players shortened
it in 1 year.
•  In the shopping bag:
-  Most players provide delivery cost
and promotional code.
-  Only less than half of players
provide the delivery date and up/
cross selling
Key figures
©iVentures Consulting 2015
Reassuring information by sector
Free delivery by region
SALES FUNNEL
•  Perfumes & Cosmetics, Fashion and Luxury
players strongly emphasize online help
(delivery, return, etc.).
•  However, the sales funnel for most sectors
lacks in reassuring information.
•  94% of US players provide free delivery
(with/without minimum amount) vs. only
68% of European players.
•  4 players out of 5 propose more than 3
payment options.
Number of payment options
2%
18%
80%
1 mode
2-3 modes
>3 modes
6%
33%
22%
64%
30% 44%
30% 37% 34%
0%
20%
40%
60%
80%
100%
USA Europe All Regions
Free delivery w/o min. amount
Free delivery with min. amount
No free delivery
73
55% 57%
47%
55%
45%
53%
73%
67%
40%
75%
45%
65%
0%
20%
40%
60%
80%
Fashion Luxury Multi-sector Perfumes &
Cosmetics
Others* All sectors
Highlight of reassuring information to encourage purchasing
Highlight of Online help (chat or customer service)
* Other sectors: Electronics, Books, Toys, Design & Furniture
Key figures
©iVentures Consulting 2015
Diversity of delivery options by region
SALES FUNNEL
•  Half of players propose more than 2
delivery options. European sites propose
more delivery options (>2 options) than
American sites (64% of US players propose
one delivery mode only).
•  Standard delivery and 24-hour delivery are
the most common options.
•  1 player out of 4 provides pick-up at a
closest location (mainly in Europe).
•  Click & Collect (30% of all players) and
Reserve & Collect (6% of all players) remain
rare.
74
97%
65%
3%
27% 30%
6%
0%
20%
40%
60%
80%
100%
Standard delivery 24H delivery By courier in less
than 4 hours
Pick up at a closest
location
Click & Collect Reserve & Collect
Delivery options
4% 6% 5%
32%
56%
46%
64% 38% 49%
0%
25%
50%
75%
100%
USA Europe All Regions
1 mode
2-3 modes
>3 modes
Key learnings
©iVentures Consulting 2015
SALES FUNNEL
•  Constant visibility of the mini shopping bag and number of
items.
•  Shopping bag including the order summary and shipping cost.
•  Free delivery (with minimum amount).
•  At least 2 delivery options: standard and express.
•  At least 3 payment options.
•  Order summary before and after the payment.
•  Gift box and customized message.
BA SICS DIFFERENTIATORS
Fnac’s sales funnel
•  Short sales funnel in less than 4 pages (customer account not
included).
•  Shopping bag also includes promotional code, up/cross selling
and delivery time.
•  Free delivery (without a minimum amount)
•  Online help (chat or customer service) and reassuring
information (payment, delivery, return etc.) highlighted all
along the sales funnel.
•  Additional delivery options: click & collect, pick-up at a closest
location (Kiala, Amazon Lockers etc.), reserve & collect and
courier in less than 4 hours.
•  Additional payment options: AMEX and Paypal.
•  1 click purchase feature.
75
Best practice
©iVentures Consulting 2015
SHORT, CLEAR AND REASSURING SALES FUNNEL Fnac’s shopping bag
76
•  Short sales funnel
-  4 clear and simple steps including identification.
-  Possibility to subscribe to the loyalty program.
-  Presence of an order summary at the payment
step.
-  Gift packaging and message customizable.
•  Shopping bag
-  Visibility of the mini shopping bag all along the
customer journey.
-  Presence of the quantity added, delivery cost, and
promotional code in the shopping bag.
•  Delivery options
-  6 options: Free Click & Collect in store in 1 hour
with a 30 days time frame to pick up the product in
store; Pick-up at a close location; Standard
shipping; Next day shipping; Subscription to Fnac
Express+ (39€/ year) for unlimited delivery in 1 day;
Delivery by courier in 3 hours.
•  Payment options
-  9 payment options including AMEX and PayPal.
•  Reassuring information
-  Presence of reassuring information (payment, ...).
-  Highlight of customer service and online help;
Display of a pop-up chat after few minutes in the
sales funnel.
Fnac’s delivery by
courier option
SALES FUNNEL
Best practice
©iVentures Consulting 2015 77
SHORT, CLEAR AND REASSURING SALES FUNNEL
•  Short sales funnel
-  4 clear and simple steps including identification
with presence of icons.
-  Order summary always available on the right all
along the sales funnel and after payment.
-  Gift packaging and message customizable.
•  Shopping bag
-  Visibility of the mini shopping bag all along the
customer journey.
-  Presence of the quantity added, delivery cost,
and promotional code in the shopping bag.
•  Delivery options
-  4 options: Free Click & Collect in store; Standard
shipping; Next day shipping; International
delivery to 60+ countries.
•  Payment options
-  8 payment options including AMEX and PayPal.
•  Reassuring information
-  Permanent highlight of customer number and
online help.
-  Presence of reassuring information (payment,
delivery, return ....).
Selfridges’ shopping bag
Selfridges’ delivery options
SALES FUNNEL
Worst practice
©iVentures Consulting 2015
•  VIP membership program option ($39.95 / month)
already pre-checked by default once in the shopping
bag.
78
PRE-CHECKED VIP MEMBERSHIP OPTION BY
DEFAULT IN THE SHOPPING BAG
Justfab’s shopping bag with pre-checked option by default
SALES FUNNEL
3 sub-steps under scrutiny
©iVentures Consulting 2015
DURING PURCHASE
79
NewsletterSales funnel Customer service
Key figures
©iVentures Consulting 2015
Customer service visibility
80
+30%
-30%
Contact means actually used
91% 93%
5%
30%
70%
95%
0%
20%
40%
60%
80%
100%
Phone Email Click to call Chat Facebook Twitter
CUSTOMER SERVICE
KEY INS IGHT
50%of
customer services
departments are
available by phone
on Sunday
•  Customer service sections exist and are
clearly visible most of the time, but rarely
highlighted (only 27% of players highlight
this feature).
•  Twitter, Email and Phone are the most used
means of contact.
•  However 2 out of 3 players do NOT have an
online chat feature and 95% of the players
do not offer click to call.
96%
27%
84%
0%
20%
40%
60%
80%
100%
Presence of a customer service
contact section
Highlight of a customer service
contact section
Clarity of the customer service
contact section
Key figures
©iVentures Consulting 2015
Quality of customer service response
•  US players perform far better than
Europeans in terms of customer service
availabilities: 24/7, on Sunday, after 8pm
and in providing a free number.
•  Quality of the customer service response is
the highest by phone (89%), chat (81%) and
click to call (83%). Response by email and
Facebook tend not to be as good (70%), but
still better than on Twitter (40%).
12%
30%
17% 18%
30%
60%
42%
26%
40%
46%
36%46% 44%
83%
42%
24%
4%
0%
20%
40%
60%
80%
100%
Phone Email Click to call Chat Facebook Twitter
Very good
Good
Poor
81
CUSTOMER SERVICE
80% 78%
59%
93%
15%
31%
25%
11%
66%
12%
51%
47%
31%
77%
14%
0%
20%
40%
60%
80%
100%
By phone available
on Sunday
By phone available
after 8pm
By phone - 24/7
availability
Free number Leaving message
outside of opening
hours
USA Europe All regions
Customer service – Availability by region
Key figures
©iVentures Consulting 2015
Customer service response time by Email, Facebook and Twitter
•  The response time of the customer service
is better on social platforms (Facebook,
Twitter) as well as click to call and chat.
•  Telephone and email have the worst
response time.
82
CUSTOMER SERVICE
Customer service response time by phone, click to call and chat
49%
17% 21%
49%
33%
43%
2%
50%
36%
0%
20%
40%
60%
80%
100%
Phone Click to call Chat
Time > 30s Time from 10 to 30s Time <10
52%
31%
45%
11%
18%
4%
37%
51% 51%
0%
20%
40%
60%
80%
100%
Email Facebook Twitter
< 4h
4h to 8h
>9h
Key learnings
©iVentures Consulting 2015
CUSTOMER SERVICE
•  Presence and clarity of a customer service contact section.
•  Main means of contact: telephone, Twitter, email, Facebook
•  Free telephone number.
•  Availability all week: 8am/ 9am to 6pm/ 7pm.
BA SICS DIFFERENTIATORS
GOODIES
Burberry’s
contact page
•  The customer service contact section is highlighted all along the
customer journey.
•  Additional means of contact: chat and click to call.
•  Proactive pop-up chat at specific stages of the customer
journey (ie > 1 minute on the Product Page of an expensive
product).
•  More availability:
-  Ideally 24/7.
-  At least after 8pm and on Sunday.
•  Possibility to leave a message outside of opening hours.
•  Satisfaction survey after using Customer Service.
•  Highlight of an online virtual advisor.
83
Best practice
©iVentures Consulting 2015 84
HIGH QUALITY AND EFFICIENT CUSTOMER
SERVICE
•  Presence and clarity of the customer service contact
page.
•  5 ways to contact customer service
-  Phone.
-  Email.
-  Click to call.
-  Chat.
-  Twitter.
•  24/7 availability.
•  Good response quality using all 5 means of contact.
•  Quick response time
-  Phone (24 seconds).
-  Email (1 hour).
-  Chat (5 seconds).
-  Twitter (37 min).
•  Pull-down customer service menu highlighted
providing all customer services
-  Contact section, payment, shipping, returns,
FAQ’s, appointments, live chat, and call me
back.
Burberry’s contact page
Burberry’s click to call
session
CUSTOMER SERVICE
Best practice
©iVentures Consulting 2015 85
HIGH QUALITY AND EFFICIENT CUSTOMER
SERVICE
•  Presence and clarity of the customer service contact
page.
•  5 ways to contact customer service
-  Phone.
-  Email.
-  Chat.
-  Facebook.
-  Twitter.
•  24/7 availability.
•  Good response quality using all 5 means of contact.
•  Quick response time
-  Phone (13 seconds).
-  Email (less than 1 hour).
-  Chat (15 seconds).
-  Facebook (6 hours).
•  Customer service number, live chat and help section
highlighted on the website all along the customer
journey.
Zappos’s FAQ
Zappos’s help
CUSTOMER SERVICE
Worst practice
©iVentures Consulting 2015 86
LOW QUALITY CUSTOMER SERVICE
CUSTOMER SERVICE
Gucci’s only contact mean
•  Customer service can only be contacted by email.
•  No phone number, no chat, no click-to-call, not
possibility to contact the brand via social platforms.
•  Very poor customer service response quality on 2
queries made by email
•  No response received to the first email, requesting
details of return conditions.
•  An email with questions from Gucci received
following our email regarding an issue on an order,
then no response following our second email with
our answers.
3 sub-steps under scrutiny
©iVentures Consulting 2015
DURING PURCHASE
87
Sales funnel Customer service Newsletter
Key figures
©iVentures Consulting 2015
Newsletter’s target
Most players can optimize the newsletter subscription process (highlight of subscription, information on newsletter
frequency and content, possible customization). Only 11% of the players provide a personalized newsletter (based on
previous purchases and browsing).
88
17%
83%
Different newsletters for
Customers & Prospects
Same newsletters for both
Newsletter content
23%
42%
35%
5%
71%
0%
20%
40%
60%
80%
Subscription
highlighted on the
site
Customization of
content possible
Content of the
newsletter
mentioned
Frequency
mentioned
Confirmation
received after
subscription
NEWSLETTER
KEY INS IGHT
Only 17%of
players send
different newsletters
to customers and
prospects
Newsletter subscription
85% 88%
11%
0%
30%
60%
90%
Highlight of new
collection/ products
Highlight of special offers/
promotions/ deals
Personalized content
based on previous
purchases or browsing
history
Key learnings
©iVentures Consulting 2015
•  Same newsletter for customers and prospects.
•  Receipt of a newsletter confirmation after subscription.
•  Creative newsletter design.
•  Content of the newsletter: highlights of new collection/ products
and special offers/ promotions/ deals.
•  Easy to find the unsubscribe link (both in newsletter and
customer account).
•  Regular mailing schedule (at least once a month, and no more
than once a week).
BA SICS DIFFERENTIATORS
89
NEWSLETTER
•  Different newsletter for customers and prospects.
•  Subscription highlighted on the site .
•  Content and frequency of the newsletter mentioned at the
subscription stage.
•  Customization of the newsletter possible at the subscription
level and / or in the customer account.
•  Personalized content based on previous purchases or browsing
history.
•  Cross-promotion of services (Social platforms, mobile app
etc...).
GOODIES
89
Net-A-Porter’s newsletter
subscription confirmation
•  Interactive newsletter: including interactive medias.
Best practice
©iVentures Consulting 2015 90
RICH AND CUSTOMIZED NEWSLETTER
•  Newsletters received during the data collection period
(September – December 2014).
•  Presence of different newsletters dedicated to
customers and prospects.
•  Newsletter subscription
-  Content of the newsletter mentioned.
-  Invitation to customize the newsletter in the
customer account by selecting our favorite
designers.
-  Receipt of confirmation after subscription.
•  Newsletter content
-  New collection and products highlighted.
-  Special offers and promotions highlighted.
-  Good readability and design, in line with the
brand’s image.
-  Cross-promotion of Net-A-Porter’s social media
platforms, customer service, magazine and
customer account.
-  Presence of the unsubscribe link.
Example of Net-A-Porter’s
customized newsletter
dedicated to a customer
Net-A-Porter’s newsletter
subscription confirmation
NEWSLETTER
Best practice
©iVentures Consulting 2015 91
NEAT AND COMPLETE NEWSLETTER
•  Newsletters received during the data collection period
(September – December 2014).
•  Newsletter subscription
-  Content and frequency of the newsletter
mentioned.
-  Content can be customized at the subscription
stage: possibility to select themes (Fashion,
Fragrance & beauty, Watches & Fine Jewelry and
Chanel News).
-  Receipt of confirmation after subscription and a
first newsletter the same day.
•  Newsletter content
-  New collection and products highlighted.
-  Good readability and design in line with brand’s
image.
-  Direct links to social media, customer service,
brand’s magazine and customer account.
-  Presence of settings and unsubscribe links.
Chanel’s newsletter
subscription
confirmation
Example of Chanel
customized newsletter
NEWSLETTER
Worst practice
©iVentures Consulting 2015 92
NO NEWSLETTER RECEIVED
Longchamp’s newsletter subscription form
•  Newsletter subscription available on the website but
very long form to fill out (12 fields).
•  No newsletter received during data collection period
(September – December 2014).
NEWSLETTER
Performance analysis of the eShopper journey
©iVentures Consulting 2015
Omnichannel
Online marketing
& personalization
After purchaseBefore purchase
93
During purchase
3rd step of the eShopper purchasing process
©iVentures Consulting 2015
Enjoy the experience
•  Satisfied eShopper
•  Unsatisfied eShopper
PR OFIL E
•  Be reassured that he/she
picked the right product and
the right site
•  Fast and reliable delivery
•  Good after-sales service
•  Continuity of experience
INT ENTI ON
•  Trust
•  Constancy
•  Effectiveness
•  Personalized attention
•  Caring relationship
NEEDS
•  Fulfilled expectations
•  Satisfaction
KPI
94
AFTER PURCHASE
4 sub-steps under scrutiny
©iVentures Consulting 2015
AFTER PURCHASE
Delivery & Package
Email communication Customer account
Return & refund
95
4 sub-steps under scrutiny
©iVentures Consulting 2015
Delivery & Package
Email communication Customer account
Return & refund
96
AFTER PURCHASE
KEY INS IGHT
Key figures
©iVentures Consulting 2015
100%
93%
5%
28%
0%
20%
40%
60%
80%
100%
Order confirmation Shipping confirmation Delivery confirmation Satisfaction survey
Type of emails received
Only 28%of
players send a
satisfaction survey
email
EMAIL COMMUNICATION
97
+30%
-30%
Order confirmation email content
50%
99%
21%
40%
59% 59%
19%
0%
20%
40%
60%
80%
100%
Estimated
delivery date
Quantity and
reference
ordered
Information
or access to
cancellation
conditions
Information
or access to
return
conditions
Access to
order status
Customer
service
highlight and
contact
details
Up/ cross
selling
•  Most companies send 2 communication
emails after the order (order confirmation
and shipping confirmation).
•  Most order confirmation emails give
information on quantity and reference
ordered, access to order status and
customer service details. However, there is
potential for improvement by including
additional information, such as estimated
delivery date, information on return and
cancellation policies, up/cross selling.
Key learnings
©iVentures Consulting 2015
•  A minimum of 2 emails: order confirmation and shipping
confirmation.
•  Order confirmation and shipping confirmation emails must
include at least:
-  a summary of the order, amount paid, an estimated
delivery date.
-  an access to the order status.
-  a highlight of the Customer service.
BA SICS DIFFERENTIATORS
•  Additional emails: delivery confirmation, satisfaction email for
feedbacks or product review & rating, return confirmation, and
reminder for abandoned shopping bag.
•  Order confirmation and shipping confirmation emails can also
include:
-  Information or access to return policy.
-  Information or access to cancellation policy.
-  Up/ cross selling.
-  Cross-promotion of services (Social platforms, mobile
app etc...).
-  Invoice (attachment or direct link to the customer
account).
GOODIES
EMAIL COMMUNICATION
•  Signature of the customer service representative.
Bloomingdale’s
satisfaction email
98
Best practice
©iVentures Consulting 2015
COMPLETE AND CLEAR EMAILS
•  3 emails received
-  Good content readability.
-  Design consistent with brand image.
•  1st email - Order confirmation
-  Thank you message.
-  Order summary and estimated delivery date.
-  Access to order status and return & exchange
information.
-  Highlight of newsletter subscription and loyalty
program.
-  Presence of reassuring information (payment,
shipping, return etc.) and customer service
number and availability.
•  2nd email - Shipping confirmation
-  Link to track the package.
-  Access to newsletter subscription.
-  Presence of customer service help topics and
reassuring information (return etc.).
•  3rd email - Satisfaction email (order feedback)
-  Thank you message.
-  Invitation to give a feedback on the order.
Example of
Bloomingdale’s order
confirmation email
99
EMAIL COMMUNICATION
Bloomingdale’s
satisfaction email
(order feedback)
Best practice
©iVentures Consulting 2015
COMPLETE AND CLEAR EMAILS
Example of Fab’s order
confirmation email
100
EMAIL COMMUNICATION
Fab’s satisfaction email
(product review)
•  3 emails received
-  Good content readability.
-  Design consistent with brand image.
•  1st email - Order confirmation
-  Thank you message.
-  Order summary and estimated delivery date.
-  Access to order status.
-  Presence of reassuring information (payment,
shipping etc.) and customer service email.
•  2nd email - Shipping confirmation
-  Link to track the package.
-  Order summary.
-  Presence of reassuring information (payment,
shipping etc.) and customer service email.
•  3rd email - Satisfaction email (Product review)
-  Picture of the purchased product.
-  Invitation to write a review of the purchased
product.
-  Presence of reassuring information.
-  Access to social media platforms.
Worst practice
©iVentures Consulting 2015
ONLY ONE EMAIL RECEIVED
•  Only one order confirmation email received. No
shipping confirmation email. No satisfaction email.
Homebase’s order confirmation email
101
EMAIL COMMUNICATION
4 sub-steps under scrutiny
©iVentures Consulting 2015
Delivery & Package
Email communication
Return & refund
102
AFTER PURCHASE
Customer account
Key figures
©iVentures Consulting 2015 103
+30%
-30%
CUSTOMER ACCOUNT
KEY INS IGHT
Only 9%of
players highlight
offers directly in the
customer account
97%
90%
63%
95% 93%
50%
64%
31%
10%
13%
9%
31%
22%
64%
0%
20%
40%
60%
80%
100%
Personal
information
management
Multi address
management
Bank detail /
payment
management
Current order
status
Order history Previous
invoices
Newsletters &
alerts
subscription
management
Return
management
Exchange
management
Cancellation
management
Highlight of
personalized
promotions and
offers
Direct access to
customer service
Loyalty program
module
Wishlist
management
Main features & content of a customer account
The 5 top features & contents
1.  Personal information management.
2.  Current order status.
3.  Order history.
4.  Multi address management.
5.  Newsletters & alerts subscription and Wishlist management.
New innovative features & content include a loyalty program module and
highlight personalized offers and promotions.
Key learnings
©iVentures Consulting 2015
•  Account creation:
-  Easiness to identify errors or missing information.
-  Welcome email after received customer account
creation.
-  Possibility for prospects to create a customer account
•  Customer account features:
-  At least personal information management, multi-
delivery addresses, order status & history, newsletter &
alert subscription.
-  Access to the new order available immediately after
payment.
BA SICS DIFFERENTIATORS
104
Account creation:
-  Possibility to create an account after purchase.
-  Less than 5 fields in the account creation form.
-  A welcome email outlining the main features and
benefits of the customer account.
•  Customer account features:
-  Features linked to cancellation management, return,
exchange & refund management.
-  Features to develop proximity: loyalty program
module, highlight of personalized promotions, rating
& review management, store preference registration,
size and preference registration (especially in Fashion
and Luxury).
-  Convenience features : bank information
management, invoice print-out, highlight of customer
service.
GOODIES
104
•  Wishlist/ favorites management.
•  Profile picture.
CUSTOMER ACCOUNT
John Lewis’s customer
account main page
Best practice
©iVentures Consulting 2015
RICH & REASSURING CUSTOMER
ACCOUNT
•  Account creation
-  Prospect can register.
-  Creation possible after payment.
-  Highly efficient registration section with only 3
fields required.
-  Brand opt-in.
-  Welcome email received after customer
account creation.
•  Customer account management
-  Personal information management.
-  Multiple delivery address management.
-  Payment details management.
-  Ability to see the current order status.
-  Access to order history.
-  Previous invoices available.
-  Newsletter subscription management /
promotional preference including interests,
shopping and communication preferences.
-  Direct access to customer service and the help
section.
-  Presence of a loyalty program module.
-  Review management.
-  Wishlist management.
John Lewis’s customer account main page
105
CUSTOMER ACCOUNT
John Lewis’s
promotional
preferences
Best practice
©iVentures Consulting 2015
•  Account creation
-  Prospects can register.
-  Highly efficient registration section with only 3
fields required.
-  Easy to identify mistakes or missing information
field after field.
-  Welcome email received after customer account
creation.
•  Customer account management
-  Contact details management.
-  Multiple delivery address management.
-  Payment details management.
-  Ability to see current order status.
-  Access to order history.
-  Previous invoices available.
-  Alerts and newsletters subscription
management; ability to customize newsletter’s
frequency.
-  Returns management.
-  Highlight of personalized promotions and
special offers.
-  Wishlist management.
Gilt’s customer account main page
106
CUSTOMER ACCOUNT
RICH AND PRACTICAL CUSTOMER
ACCOUNT
Gilt’s personalized offers highlight in the customer account
Worst practice
©iVentures Consulting 2015
NEED A CARD TO ACCESS THE
CUSTOMER ACCOUNT
•  In order to use the customer account, the eShopper
needs to receive by mail a loyalty card that provides
the code to access the customer account.
•  This card was received 1 month after the order.
Esprit’s loyal card to access the customer account
107
CUSTOMER ACCOUNT
4 sub-steps under scrutiny
©iVentures Consulting 2015
Email communication
Return & refund
108
AFTER PURCHASE
Customer account
Delivery & Package
Key figures
©iVentures Consulting 2015
Quality package Vs. Brand image by sector
109
+30%
-30%
Package content other than product itself
DELIVERY & PACKAGE
KEY INS IGHT
Only 26%of
players include a
Thank you letter
with the package
7% 5%
20% 18%
7%
57%
43%
73%
70%
64%
59%
36%
52%
7%
30%
18%
34%
0%
20%
40%
60%
80%
100%
Fashion Luxury Multi-sector Perfumes &
Cosmetics
Others* All sectors
Very good
Good
Poor
* Other sectors: Electronics, Books, Toys, Design & Furniture
•  Players from the Fashion & Luxury sectors offer the best quality packages.
Lower quality packages are found with multi-sector players and others
sectors (Electronics, Books …).
•  Most packages include a delivery form and a return form. However, very few
players include a pre-printed return sticker, samples, product catalogues, a
thank-you note or incentives to drive traffic to store.
26%
86%
58%
39%
14% 19%
9%
25%
0%
20%
40%
60%
80%
100%
Thank you letter Delivery form Return form Pre-printed sticker
for return
Product
catalogues /
Brochures
Samples or bonus Coupons Invoice
Key learnings
©iVentures Consulting 2015
•  Good quality package consistent with brand image (colors of the
brand, etc.)
•  Box size and inside protection adapted to the product.
•  Package content aside from the product:
-  Delivery form.
-  Return form with clear instructions.
BA SICS DIFFERENTIATORS
110
•  High quality package consistent with brand image (colors of the
brand, logo, special wrap, specific fragrance, etc.).
•  Box designed to facilitate opening and reusable in case of
return.
•  Additional content aside from the product:
-  Pre-printed sticker/label for return.
-  Thank-you note in a nice envelope.
-  Product catalogue.
-  Brand’s magazine.
-  Coupons to drive eShopper to physical store or eStore.
-  Invoice (except for present).
-  Detailed product presentation and Certificate of
authenticity for luxury and other expensive products.
GOODIES
110
•  Samples.
•  Bonuses.
•  Stickers.
Cartier’s package
DELIVERY & PACKAGE
Best practice
©iVentures Consulting 2015
ENJOYABLE OPENING EXPERIENCE
•  Package quality
-  High quality package consistent with brand
image (Colors, logo, same bag as in store etc.)
-  Box size and inside protection adapted to the
product; designed to facilitate opening and
reusable in case of return.
-  Product delivered in a well-protected solid and
branded white cardboard box with shredded
paper, inside a Cartier bag and wrapped as a gift.
•  Additional content aside from the product
-  A thank-you note in an envelope.
-  A delivery form.
-  Clear and detailed return instructions.
-  A return form.
-  A pre-printed sticker for the return.
-  An invoice.
-  Terms & conditions.
111
Cartier’s package
DELIVERY & PACKAGE
Best practice
©iVentures Consulting 2015
ENJOYABLE OPENING EXPERIENCE
•  Package quality
-  High quality package consistent with brand
image (Colors, logo, wrap, etc.)
-  Box size and inside protection adapted to the
product; designed to facilitate opening and
reusable in case of return.
-  Product delivered in a well-protected solid and
branded white cardboard box with pink/red
tissue paper.
•  Additional content aside from the product
-  All documents very nicely presented in a
transparent pouch.
-  Presence of a thank-you note.
-  A delivery form.
-  Clear and detailed return instructions.
-  A return form.
-  A pre-printed sticker for the return.
-  An invoice.
-  Christmas stickers.
112
Mytheresa’s package
DELIVERY & PACKAGE
Worst practice
©iVentures Consulting 2015
BASIC PACKAGE WITH NO DOCUMENTS
BESIDES THE PRODUCT
•  Basic package: product wrapped in brown paper.
•  No document, no invoice, no delivery form, no return
instructions provided with the product.
•  No way to know which company sent the product until
receiving the shipping confirmation email.
Esprit’s loyal card to access the customer account
113
DELIVERY & PACKAGE
Auchan’s package
4 sub-steps under scrutiny
©iVentures Consulting 2015
Email communication
114
AFTER PURCHASE
Customer account
Delivery & Package Return & refund
KEY INS IGHT
Key figures
©iVentures Consulting 2015
64% 63%
0%
20%
40%
60%
80%
100%
USA EUR
Free return by region
63%of players
offers a free return
service
RETURN & REFUND
115
+30%
-30%
Free return by sector
•  63% of the players provide free returns
(+5% vs. 2014), almost the same ratio in
Europe as in the US.
•  However, only 20% of Perfumes &
Cosmetics players offer free returns.
73% 71% 73%
20%
73%
63%
0%
25%
50%
75%
100%
Fashion Luxury Multi-sector Perfumes &
Cosmetics
Others* All sectors* Other sectors: Electronics, Books, Toys, Design & Furniture
Key figures
©iVentures Consulting 2015
Return options
•  All players provide returns by mail.
However, only 2 players out of 5 offer in-
store returns and only 3 out of 10 offer
home pick-up.
•  Home pick-up is offered less frequently in
the US (23%) than in Europe (36%).
European companies have strongly
invested in this service in the last year (vs.
19% in 2014).
116
RETURN & REFUND
100%
31%
39%
14%
0%
20%
40%
60%
80%
100%
Mail Home pick-up Return in store Return through
proximity spots
23%
36%
31%
0%
20%
40%
60%
USA EUR All regions
Home pick-up by region
Key figures
©iVentures Consulting 2015
Authorized time frame to return a product by region
•  Region that extends the authorized return
time frame to more than 30 days is the US
(47%).
•  Sectors that extend it to more than 30 days
are Multi-sector (40%), Fashion (32%) and
Perfumes & Cosmetics (30%).
•  Sectors with a short return time frame are
Luxury (66% from 8 to 15 days) and others*
(55% from 8 to 15 days).
117
RETURN & REFUND
Authorized time frame to return a product by sector
32%
5%
40%
30%
18%
27%
41%
29%
33%
20%
27%
33%
25%
66%
27%
35%
55%
36%
2%
15%
4%
0%
20%
40%
60%
80%
100%
Fashion Luxury Multi-sector Perfumes & cosmetics Others* All sectors
<7 days
8-15 days
16-30 days
>30 days
47%
11%
26%
38%
28%
32%
13%
56%
38%
2% 5%
4%
0%
20%
40%
60%
80%
100%
USA EUR All regions
<7 days
8-15 days
16-30 days
>30 days
* Other sectors: Electronics, Books, Toys, Design & Furniture
Key figures
©iVentures Consulting 2015
Refund time frame after returning a product by region
•  Both regions reduced the refund time frame
to less than 30 days.
•  Most sectors reduce the refund time frame
to less than 30 days in Europe as in the US.
•  10% of Perfumes & Cosmetics players
refund in more than 30 days.
118
RETURN & REFUND
Refund time frame after returning a product by sector
2%
10% 3%
98% 100% 100%
90%
100% 97%
0%
20%
40%
60%
80%
100%
Fashion Luxury Multi-sector Perfumes & cosmetics Others* All sectors
<30 days
>30 days
2% 3% 3%
98% 97% 97%
0%
20%
40%
60%
80%
100%
USA EUR All regions
<30 days
>30 days
* Other sectors: Electronics, Books, Toys, Design & Furniture
Key learnings
©iVentures Consulting 2015
•  Presence and clarity of return & refund section.
•  Return conditions highlighted all along the customer journey.
•  14 to 30 days return time frame.
•  Return form with a clear explanation included in the package or
print-out through customer account. NO call to the brand to
request authorization.
•  Option to exchange a product (in store or by email).
•  Possible return using the delivery box.
•  Return by email free of charge.
•  Notification by email after return and refund are processed.
•  Full refund within 30 days.
BA SICS DIFFERENTIATORS
•  30 to 365 days return time frame.
•  Return in store and/ or through proximity delivery spot, free of
charge.
•  Home/Office pick-up for return, free of charge.
•  Pre-paid return sticker included in delivery package or print-out
through customer account.
•  Full refund before product is received by the brand or
automatically once the product is received.
•  Option to put the money on credit in the customer account for
future purchases.
•  Thank-you / apology in the email received after return and
refund are processed.
Nordstrom’s return reassurance
RETURN & REFUND
119
Best practice
©iVentures Consulting 2015
VERY FAVORABLE RETURN
CONDITIONS
•  Return
-  Presence of a clear dedicated section explaining
the return process.
-  Delivery box can be used for return.
-  No return time limit.
-  Free return by using the pre-paid return label.
-  Return in-store possible.
•  Exchange or credits
-  Exchange possible. Could be managed online.
-  No time frame limit.
•  Refund
-  Total amount refunded within 14 business days.
120
Nordstrom’s returns & exchanges section
RETURN & REFUND
Best practice
©iVentures Consulting 2015
QUICK AND FREE RETURN PROCESS
•  Return
-  Dedicated section explaining the return process.
-  Delivery box can be used for return.
-  Free return shipping label in every box. If not,
customer can print a label through the customer
account.
-  Returns that arrive after 90 days but in under 365
days will be refunded to store credit, or eligible
for exchange.
•  Exchange
-  Exchange possible within 365 days of purchase
date.
•  Refund
-  Clarified refund issue with picture.
-  Possibility to get a full refund if return within 90
days of purchase.
-  Total amount refunded within 14 business days.
121
Nordstrom’s returns & exchanges section
RETURN & REFUND
Worst practice
©iVentures Consulting 2015
NO RETURN OR EXCHANGE POSSIBLE
•  No return or exchange possible due to the low cost of
E.L.F.’s products.
122
e.l.f. ‘s return conditions
RETURN & REFUND
Performance analysis of the eShopper journey
©iVentures Consulting 2015
Omnichannel
Online marketing
& personalization
Before purchase
123
During purchase After purchase
Key figures
©iVentures Consulting 2015
Coupons enclosed with the package
Offers, deals, exclusivities are highlighted primarily on the website and in the newsletter.
Product up/ cross selling takes place mostly on the product page. Only 50% of the players provide up/ cross selling in
their shopping bag and 19% in the order confirmation email. Only 1 player out of 10 encloses coupons in the package.
124
11%
89%
Yes
No
Presence of Up / Cross selling
45%
33%
5%
82%
88%
9%
0%
20%
40%
60%
80%
100%
Facebook Twitter Mobile app Website Newsletter Customer
account
ONLINE MARKETING & PERSONALIZATION
KEY INS IGHT
Only 13%of
players provide
personalization
based on purchases
and browsing
Highlight of offers, deals, exclusivities etc.
82%
50%
19%
0%
20%
40%
60%
80%
100%
Product page Shopping bag Order confirmation email
Key figures
©iVentures Consulting 2015
Personalization of offers, deals etc., by sector
•  Personalization based on purchase and
browsing is still very rare on website (13%),
newsletter (8%) and mobile (4%).
•  Electronics and Fashion players are the
most active in personalization on website
Multi-sector players are the most active on
mobile personalization.
•  US players are the most advanced.
125
Personalization of offers, deals, etc.
ONLINE MARKETING & PERSONALIZATION
4%
13%
8%
0%
5%
10%
15%
20%
Mobile app Website Newsletter
14%
0%
13%
5%
36%
13%
2%
0%
20%
0% 0%
4%
0%
10%
20%
30%
40%
Fashion Luxury Multi-sector Perfumes &
Cosmetics
Others * All sectors
Personalization on website Personalization on mobile
17%
9%
6%
2%
0%
5%
10%
15%
20%
USA Europe
Personalization on website Personalization on mobile
Personalization of offers, deals etc., by region
Key learnings
©iVentures Consulting 2015
•  Deals, offers, exclusivities etc. highlighted on the website and in
the newsletter.
•  New products, new collections, new arrivals highlighted on the
home page and landing pages as well as in the newsletter and
social platforms
•  Best sellers highlighted on the home page.
•  Up/ cross selling on the product page such as:
-  “Customers who bought this item also bought”.
-  “Customers who viewed this Item also viewed”.
-  “Frequently bought together”.
-  “If you like this item, you will like this one”.
-  “Shopping tips”.
-  Etc.
BA SICS DIFFERENTIATORS
Amazon’s
personalized
recommendations
•  Deals, offers, exclusivities etc. highlighted on social platforms
(Facebook and Twitter), mobile and on the customer account.
•  Personalization of contents and products based on previous
purchases and browsing on website, mobile, newsletter and
Customer account.
•  Additional Up/ cross selling on the shopping bag and order
confirmation email.
•  Loyalty program/ card offering discounts and other benefits,
available cross-platforms; subscription highlighted in the sales
funnel and management through the customer account.
•  Coupons enclosed with the package to be redeemed in-store
and/or in the eShop.
•  Incentive to encourage customers and prospects to subscribe to
the newsletter (discount, gift etc.).
ONLINE MARKETING & PERSONALIZATION
126
Best practice
©iVentures Consulting 2015
SOPHISTICATED ONLINE MARKETING
WITH STRONG PERSONALIZATION
•  Highlight of special offers and deals with direct link to
eShop on:
-  Social platforms and newsletters.
-  Website, mobile site and app.
•  Personalized product recommendations based on
previous purchases and browsing on:
-  Website, including customer account and Mobile
site and app.
-  Newsletters.
•  Sophisticated cross-selling on the product page
-  “Customers Who Bought This Item Also Bought”.
-  “Customers Who Viewed This Item Also Viewed”.
-  “Frequently Bought Together”.
-  “Sponsored Products Related To This Item”.
•  Amazon Prime (annual membership program offering
multiple benefits including FREE 2-day shipping)
-  Subscription from the sales funnel and
management from the customer account.
127
Amazon’s personalization preferences & history
ONLINE MARKETING & PERSONALIZATION
Amazon’s cross selling and personalized product
recommendations
Best practice
©iVentures Consulting 2015
PERSONALIZATION & LOYALTY
PROGRAM
•  Highlight of special offers and deals as well as new
products and new arrivals with direct link to eShop on:
-  Social platforms and newsletters.
-  Website (customer account included), mobile
site and app.
•  Personalized product recommendations based on
previous purchases and browsing on:
-  Website.
-  Newsletters.
•  Sophisticated cross-selling on the product page
-  “If you like this item, you will like this one”.
-  “Shopping tips”.
-  “Other ideas”.
•  Loyalty program that offers discounts, gifts and other
benefits
-  Subscription from the sales funnel and
management from the customer account.
128
Example of Galeries Lafayette’s newsletter with offers
ONLINE MARKETING & PERSONALIZATION
Galeries Lafayette’s loyalty card
Worst practice
©iVentures Consulting 2015
VERY BASIC ONLINE PRODUCT
MARKETING
•  Products are only highlighted in the newsletter.
•  No cross-selling of products on the product page and in
the shopping bag.
•  No targeted and personalized recommendations
dedicated to specific customers and prospects. Same
offers apply to everyone.
129
Example of Mac’s newsletter
ONLINE MARKETING & PERSONALIZATION
Performance analysis of the eShopper journey
©iVentures Consulting 2015
Omnichannel
Online marketing
& personalization
Before purchase
130
During purchase After purchase
Key figures
©iVentures Consulting 2015 131
+30%
-30%
OMNICHANNEL
KEY INS IGHT
50%of players
with physical stores
allow in-store
return and
exchange
100%
39% 39%
9%
19%
6% 6%
3%
33%
23%
6%
10% 9%
52%
48%
0%
20%
40%
60%
80%
100%
Store locator In-store product
availability
Click & collect Reserve &
collect
Book an
appointment in
store
In-Store
information on
mobile
In-Store Special
offers on mobile
In-Store contact
a sales person
Barcode scan QR code scan Product scan Payment Connected
devices in store
Return in store Exchange in
store
Main omnichannel features & services
The 5 top features & services
1.  Store locator.
2.  Return product in store.
3.  Exchange product in store.
4.  Click & Collect.
5.  Check in-store product availability
New innovative features and services include Book an appointment in store,
reserve & collect, connected devices in store and In-store features on mobile
(ie. payment, special offers to be redeemed in store, in-store information, QR
code scan, possibility to contact a sales person) .
Click & collect and return in store hasn’t increased since 2014.
Key figures
©iVentures Consulting 2015 132
Main omnichannel features & services by region
100%
42%
36%
6%
19%
14% 14%
6%
36%
14%
8%
19%
8%
64%
56%
100%
37%
42%
12%
19%
0%
2%
0%
30% 30%
5%
2%
9%
42% 42%
0%
20%
40%
60%
80%
100%
Store locator Availability of
product in store
on the site
Click & collect Reserve &
collect
Book an
appointment in
store
In-Store
information on
mobile
In-Store Special
offers on
mobile
In-Store
contact a sales
person
Barcode scan QR code scan Product scan Payment Connected
devices in store
Return in store Exchange in
store
USA Europe
Click & Collect and Reserve & Collect are more developed in Europe than in the US.
In-store product return and exchange are still more readily available in the US than in Europe.
In-store mobile features such as store information, special offers, payment, are more frequent in the US than in Europe.
OMNICHANNEL
Key figures
©iVentures Consulting 2015
In-store return by sector
•  Click & Collect is provided the most by
multi-sector and Electronics players.
•  Reserve & Collect is rarer, mainly proposed
by Electronics and Fashion sectors.
•  Connected devices in store mainly concern
Multi-sector players.
•  In-store return is mainly offered by multi-
sector, Electronics sectors and Fashion.
•  Luxury, Cosmetics and Fashion (to a lesser
extent) players are much less omnichannel
mature.
133
Click & Collect Vs. reserve & collect by sector
Connected devices in store by sector
OMNICHANNEL
31%
24%
92%
17%
86%
42%
12%
0%
15%
0%
29%
9%
0%
20%
40%
60%
80%
100%
Fashion Luxury Multi-sector Perfumes &
Cosmetics
Others * All sectors
Click & collect Reserve & collect
54%
24%
92%
33%
86%
52%
0%
20%
40%
60%
80%
100%
Fashion Luxury Multi-sector Perfumes &
Cosmetics
Others * All sectors
5% 5%
27%
0% 0%
9%
0%
10%
20%
30%
40%
50%
Fashion Luxury Multi-sector Perfumes &
Cosmetics
Others * All sectors
* Other sectors: Electronics, Books, Toys, Design & Furniture
Key learnings
©iVentures Consulting 2015
•  Online
-  Presence of a store locator on the site and on mobile.
•  In-store services
-  In-store return.
-  In-store exchange.
BA SICS DIFFERENTIATORS
Macy’s touchscreen in store
•  Online
-  Check in-store product availability on the website and
mobile.
-  Click & collect and/ or Reserve & Collect.
-  Possibility to book an appointment in store (for
advices etc.).
•  In-store mobile features
-  Barcode and/ or QR scan .
-  Payment (Apple Pay etc.).
-  In-store information (maps, events, amenities etc.).
-  In-store offers to be redeemed in stores.
-  Possibility to contact a sales person.
•  In-store service
-  Connected devices in store to check product
availability in stores and /or order products.
OMNICHANNEL
GOODIES
•  Product scan on mobile to access product page or similar
products, see video or advertising.
134
Best practice
©iVentures Consulting 2015
RICH AND COMPLETE OMNICHANNEL
EXPERIENCE
•  Online
-  Efficient and easy-to-use store locator.
-  Check in-store product availability.
-  Click & collect.
-  Book an appointment for exclusive advice.
-  Coupons available online and in-store.
•  In-store service
-  Return a product in store.
-  Tablets and touchscreens available to discover
and search for product information, check
product availability …
•  In-store mobile features
-  Indoor turn-by-turn mapping navigation.
-  Mobile offers to be redeemed in store.
-  Barcode and QR codes scan for more
information about products or promotions.
-  Image search: take or upload a photo and search
among thousands of products online to find
similar products.
-  Payment possible with Macy’s credit card.
135
Macy’s touchscreen in store
OMNICHANNEL
Macy’s in-store product availability feature on mobile
Best practice
©iVentures Consulting 2015
RICH SHOPPING EXPERIENCE IN STORE
136
Apple app’s welcome message
in-store
OMNICHANNEL
Apple’s Easypay on
mobile
•  Online
-  Efficient and easy-to-use store locator.
-  Check in-store product availability.
-  Click & collect.
-  Possibility to make a reservation for Genius Bar,
workshops & events and One-to-One.
•  In-store service
-  Return a product in store.
-  Devices available for product testing and to
search for information on Apple products.
•  In-store mobile features
-  Contact a salesperson in store.
-  In-store information and reservations: events &
workshop, check waiting time on the Genius Bar
line or for a training session.
-  Payment via the mobile app in store.
-  Get more product information in store by
scanning barcodes with Easypay.
Worst practice
©iVentures Consulting 2015
NO OMNICHANNEL STRATEGY
•  No Click & Collect or Reserve & Collect .
•  In-store returns not possible for online purchases, due
to technical and organization issues (ie. Screenshot).
•  No possible in-store exchange.
137
C&A’s return in store policy
OMNICHANNEL
To learn more about your detailed performance
and the eShopper Index
©iVentures Consulting 2015
CONTACT US
eShopperindex@iventures-consulting.com
www.iventures-consulting.com/eshopper-index | www.facebook.com/IventuresConsulting | @iVenturesC
Paris
Christophe Biget
Partner
+33 (0)1 70 08 06 60
@cbiget
7/11 rue de l’Yvette
75016 Paris
Aurelia Ammour
Partner
+1 (415) 315-9654
@aammour
1714 Lombard Street
San Francisco CA 94123
San Francisco
138
©iVentures Consulting 2015
139
iVentures Consulting is a Management Consulting boutique dedicated to Digital transformation and Ecommerce &
Omnichannel Strategy, founded in 2005 by Aurélia Ammour and Christophe Biget and based in Paris and San Francisco.
iVentures Consulting mainly works in Fashion, Luxury, Beauty, Retail, Travel and Media & entertainment.
•  Digital transformation: digital
integration in all aspects of
business
•  E-Commerce & Omnichannel
audit and strategy definition
•  Support to implementation
•  Partnership with startup
ecosystem
CO NS U LTI N G
•  E-Shopper Index: Ranking &
Analysis of leading companies’ E-
Commerce performances all
along the customer journey
•  Deep dive analysis: E-Commerce
& Omnichannel performances
optimization
BUSINESS
INTELLIGENCE
•  Training
•  Digital academy
•  Reverse mentoring
•  Learning trips
DIGIT A L SKILL
DEVEL OPMENT
MAIN C LIEN T S
Fashion & Luxury: Baccarat, Boucheron, Celine, Esprit, Givenchy, Kering Group, Lacoste, LVMH Group, Loewe,
Moet Hennessy, Vilebrequin.
Beauty: Diptyque, Feelunique.com, Lancôme, L’Oréal Paris, Nocibé, Paco Rabanne, Puig, Sephora, Yves Rocher.
Retail: Carrefour, Darty, Fnac, Stokomani, Tati, Truffaut.
Travel : Ada, Aéroport de Paris, Air France, Liligo.com. Voyages-sncf.com, SNCF.
Media & Entertainment: AFP, Curse.com, IsCool Entertainment, Le Monde, Micromania/ Gamestop.
Others: Alstom, Areva, BNP Paribas, Ducati, EDF, GMF, Groupama, Icade, Société Générale, Saint Gobain, SC
Johnson, Suez, Total , Véolia.
About iVentures Consulting
ESHOPPER INDEX 2015 REPORT (FREE DOWNLOAD)
ESHOPPER INDEX 2015 REPORT (FREE DOWNLOAD)

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ESHOPPER INDEX 2015 REPORT (FREE DOWNLOAD)

  • 1. The E-Commerce reference index based on the eShopper journey eShopper Index® 2015 March 18th, 2015
  • 2. Table of contents ©iVentures Consulting 2015 1. 2015 eShopper Index 2. Executive summary 3. Rankings 4. Performance analysis of the eShopper experience: key figures, key learnings, best and worst practices 2
  • 3. Table of contents ©iVentures Consulting 2015 1. 2015 eShopper Index 2. Executive summary 3. Rankings 4. Performance analysis of the eShopper experience: key figures, key learnings, best and worst practices 3
  • 4. What is the eShopper Index? The E-Commerce reference Index based on the eShopper journey Analyze and rank performances all along the customer journey (before, during and after purchase).1 ©iVentures Consulting 2015 Cover 14 sub-steps of the customer journey through over 250 criteria.2 Provide cross sector comparisons through over 111 American and European companies.3 Identify best practices on all these sub-steps including online marketing and omnichannel.4 ANALYZED CHANNELS Website Mobile Customer service Social platforms THE ONLY INTERNATIONAL INDEX TO: OmnichannelOnline marketing 4
  • 5. An analysis all along the customer journey 250 criteria on 14 sub-steps, before, during and after the purchase Social media Mobile User Interface Content marketing Product page Omnichannel Sales funnel Customer service Newsletter Customer account Communication emails Delivery & package Return & refund ©iVentures Consulting 2015 5 Online marketing & personalization BEFORE PURCHASE DURING PURCHASE AFTER PURCHASE 1 2 3 4 5 6 7 8 9 10 11 12 13 14 For each analyzed player: •  We order several products and then send them back. •  We contact customer service through each possible channel (phone, mail, chat, click to call and social platforms). •  We analyze the customer journey through 250 criteria along 14 sub-steps.
  • 6. Breakdown of the 111 players Strong focus on Fashion, Luxury and Beauty sectors 40% 19% 18% 14% 10%Others* Multi-sector Beauty Luxury Fashion ©iVentures Consulting 2015 6 * Other sectors: Electronics, Books, Toys, Design & Furniture
  • 7. 111 analyzed e-commerce players 3 Suisses Darty Jimmy Choo Prada Adidas Décathlon John Lewis Puma Amazon Dell Justfab Ralph Lauren American Apparel Dior Parfums Kate Spade Saint Laurent Apple Dolce & Gabbana Kiehl's Saks Fifth Avenue Argos E.L.F. Kiko Cosmetics Sarenza Asos Esprit L'Oréal Paris Sears Auchan Estée Lauder Lacoste Selfridges Baccarat Etam Lancôme Sephora Barnes & Noble Everlane La Redoute Shiseido Barneys New York Fab Levi's Swarovski Benefit Cosmetics Farfetch Longchamp Target Bestbuy Feelunique Louis Vuitton Tiffany Biotherm Fnac Mac Tommy Hilfiger Bonobos Foot Locker Macy's Tory Burch Bloomingdale Galeries Lafayette Marc Jacobs Topshop Boots Gap Marionnaud Toys"R"us Burberry Gilt Marks & Spencer Urban outfitters C&A Giorgio Armani Menlook Vente-privée Calvin Klein Gucci Michael Kors Vestiaire Collective Carrefour Guerlain Mytheresa Walgreens Cartier H&M Neiman Marcus Walmart Celio Harrods Nasty Gal Yoox Chanel Hermès Net A Porter Yves Rocher Christian Louboutin Homebase Nike Zalando Clarins Hugo Boss Nocibe Zappos Clinique Ikea Nordstrom Zara Coach J.Crew Pixmania NEW ©iVentures Consulting 2015 NEW NEW NEW NEW NEW NEW NEW NEW NEW NEW NEW NEW NEW NEW NEW NEW NEW 7
  • 8. Table of contents ©iVentures Consulting 2015 1. 2015 eShopper Index 2. Executive summary 3. Rankings 4. Performance analysis of the eShopper experience: key figures, key learnings, best and worst practices 8
  • 9. Top 20 1 2 3 4 5 6 7 8 9 10 ©iVentures Consulting 2015 11 12 13 14 15 16 17 18 19 20 9 Retailers are the winners. brick & clicks take their revenge •  All top 5 players are retailers. There is no brand (Vs. 1 brand in 2014). 3 players in the top 5 are brick & clicks (Vs. 1 brick & click in 2014). Zappos and Net A Porter are the only players that stayed in the top 5. And they are … pure players. •  Zalando, Amazon and Gap have left the Top 5. WHAT THE TOP 5 TELLS US •  Retailers tend to confirm their strengths: 80% of the top 20 players are retailers (Vs. 48% of the total analyzed players). Only 20% of the top 20 players are brands. This 80/20 ratio was also observed in 2014. •  Bricks and clicks remain strong Vs. pure players: 65% are brick and clicks, 35% are pure players. WHAT THE TOP 20 TELLS US
  • 10. US / Europe take away ©iVentures Consulting 2015 •  US and European players are equal in the Top 20 ranking: 10 US players are in the Top 20. 10 European players are in the Top 20 (4 FR, 5 UK, 1 German). •  European players tend to be better in providing: -  Delivery options to their customers (62% of European players provide 2 or more delivery options to their customers Vs. 36% for US). -  Pick up at home for product return (36% of European players Vs. 23% for US). -  QR code scan through mobile App (30% of European players with stores Vs. 14% for US). -  Click & Collect in store (42% of European players with stores Vs. 36% for US). -  Reserve & Collect in store (12% of European players with stores Vs. 6% for US). -  Editorial & tips sections (63% of European players with stores Vs. 34% for the US). •  US players tend to be better in providing: -  Free delivery with or without minimal amount (94% of US players Vs. 68% for Europe). -  Longer window for product return (47% of US players allow product return after 30 days Vs. 11% for Europe). -  Wider availability of customer service: 80% of US players’ customer service are available on Sundays (Vs. 31% for Europe), 78% are open after 8PM (Vs. 25% for Europe) and 58% are available 24/7 (Vs. 11% for Europe). -  Personalization of website (17% of US players Vs. 9% for Europe) -  More return in store (67% of US players with stores Vs.44% for Europe). -  More exchange in store (56% of US players with stores Vs. 42% for Europe) -  In-store product availability feature on the site (42% of US players with stores Vs. 37% for Europe). -  Barcode scan through mobile App (36% of US players with stores Vs. 30 % for Europe). -  In-store features on mobile such as information, maps and promotional offers once shopper is in store (14% of US players with stores vs. 0 to 2% in Europe). -  Online magazines and blogs (66% of US players with stores Vs. 58% for Europe) and inspirational images (60% of US players with stores Vs. 44% for Europe). 10 US players still dominate in the implementation of innovative features
  • 11. Sectors take away Some strengths & weaknesses in each sector •  As in 2014, the Fashion sector emerges as the winner (50% of the top 20), followed by Multi-sector players such as John Lewis, Amazon, Macy’s (20% of the top 20) and Luxury players (4 players in the top 20). •  There is potential optimization in Electronics (1 player in the top 20) and Beauty players (1 player in the Top 20). ©iVentures Consulting 2015 11 •  Inspirational images, blogs and online magazines •  Sophisticated merchandising ST REN GT HS WEAKNESSES F a s h i o n M u l t i - s e c t o r •  M-commerce App •  Personalization on website and mobile •  Product return time •  Reassuring information on the site (about delivery, return etc.) •  Omnichannel features (return in stores, click and collect, connected devices in store) •  Quality of multiproduct presentation •  Highlight of online help •  Quality of the package •  Personalization on website and mobile •  Omnichannel features (connected devices in stores…) L u x u r y •  Inspirational images, blogs and online magazines or blogs •  Sophisticated merchandising •  Highlight of online help and reassuring information (about delivery, return etc) •  Quality of the package •  M-Commerce App •  Authorized time frame for product return •  Omnichannel features (Click and collect, return in stores, connected devices in store) •  Editorial tips/ content •  Quality of the package B e a u t y •  M-Commerce App •  Personalization on website and mobile •  Free product return •  Omnichannel features (click and collect and return in stores) O t h e r s ( E l e c t r o n i c s , B o o k s , … ) •  M-commerce App •  Personalization on website and mobile •  Reassuring information on the site (about delivery, return etc.) •  Omnichannel features (return in stores and click and collect…) •  Quality of multiproduct presentation •  Highlight of online help •  Quality of the package
  • 12. E-Commerce ecosystem evolution New design and new features don’t always mean a better ranking ©iVentures Consulting 2015 57%24% 19% New website Some changes No changes •  46% of the analyzed players have a specific UI for the US and Europe. •  The trend points to an increased number of region-specific UIs (+ 30% in 1 year). E-Commerce ecosystem evolution in 1 year 46%54% Specific UI Same UI +30% In 1 year-30% In 1 year 12 •  81% of the analyzed players have partially changed (24%) or totally changed (57%) their website in the last 12 months. •  However, 56% of these players have decreased their rankings in the eShopper Index. •  Many companies tend to focus on design rather than satisfy eShopper’s basic expectations (reassurance, omnichannel services etc.).
  • 13. 6 trends emerge from the eShopper Index 13 Mobile Content marketing •  M-Commerce App is now a reality with 50% of the players with an iOS app (+6% Vs. 2014) and 37% on Android (+0% Vs. 2014). •  Mobile innovations mainly concern In-store features such as payment, special offers to be redeemed in store, In-store information (map, news, events …), contact a sales person etc. •  Some players are more and more transparent about product’s components (Saks, Burberry, Kiehl’s , Sephora etc…), country of origin (Zappos, Burberry, Gucci etc.) and pricing (Everlane’s positioning “Customers have the right to know what their products cost to make”). •  New features and contents are product video (32%) and availability of the product in store (30%). Product page •  Content marketing (inspirational images, editorial/ tips section(s) and online magazine or blog) is key to generate eShop traffic. More than 50% of the analyzed players create Content marketing. •  Inspirational images (Coach, Burberry etc.) and brand online magazines or blogs (such as Style insider magazine by Harrods, etc.) are a priority in Luxury and Fashion sectors. •  Beauty tends to prefer beauty tips (Lancôme, L'Oréal Paris, Shiseido etc.) •  Retailers focus on reviews, recommendations and tips to customers through a consumer magazine or section (Auchan and Fnac).
  • 14. 6 trends emerge from the eShopper Index Omnichannel •  Omnichannel services such as Click & Collect (39% of players with stores), Return in store (52%) and Exchange in store (48%) are still must have, but less than half of the players have implemented these features. •  Omnichannel innovations concern features and services such as Book an appointment in store (19%), Reserve & collect (9%), Connected devices in store to check product availability and / or place an order (9%) as well as In-store mobile features (ie. Mobile p13). •  Personalization based on purchase and browsing remains among the top trends, even though it is rarely proposed. It appears mostly on websites (13%), and remains rare on newsletters (8%) and mobile (4%) •  Electronics and Multi-sector players are the most active (Amazon, Best Buy, Fnac, 3Suisses etc.). American players are the most advanced, especially Amazon that continues to enjoy its first mover advantage. ©iVentures Consulting 2015 Online marketing & personalization 14 Delivery •  New and faster delivery options tend to appear: 1-hour delivery (Amazon in NYC and Everlane in San Francisco), 3-hours delivery (Hermès in Paris), Amazon Locker in the US, Click and collect in 1 hour (Fnac), Reserve & collect in 1 hour (Barnes & Noble) etc.
  • 15. 2015 Winners ©iVentures Consulting 2015 +66* Vs. 2014 Website partially changed Biggest jump +115* 15 #1 #7 Out of 111 New website Out of 111 * In the eShopper Index 2014, Saks’ ranking was 67 out of 130 analyzed players and 3 Suisses’ ranking was 122 out of 130.
  • 16. 2015 Losers ©iVentures Consulting 2015 #111* out of 111 New website Worst crash -65* 16 #90 out of 111 New website Flop * In the eShopper Index 2014, Prada’s ranking was 126 out of 130 analyzed players and Sears’ ranking was 25 out of 130.
  • 17. Table of contents ©iVentures Consulting 2015 1. 2015 eShopper Index 2. Executive summary 3. Rankings 4. Performance analysis of the eShopper experience: key figures, key learnings, best and worst practices 17
  • 18. Overall Ranking ©iVentures Consulting 2015 The eShopper customer journey is overall smooth from start to follow up. Champion The eShopper customer journey is nearly perfect but still shows some breaches. Challenger The purchase can be made but there are real breaches in the customer journey despite some very carefully carved steps. Diligent Too many breaches in many steps of the eShopper customer journey. Feeble Top 10 11 to 50 51 to 100 18 Identification of 4 major categories 101 to 111
  • 19. Overall Ranking ©iVentures Consulting 2015 Rank ‘15 Company name Vs. ‘14 HQ Category Performance Score /100Before During After 1 SAKS FIFTH AVENUE +66 USA Champion 81.31 2 ZAPPOS +0 USA Champion 80.74 3 JOHN LEWIS +15 EUR Champion 80.70 4 NET-À-PORTER +0 EUR Champion 79.55 5 NEIMAN MARCUS +83 USA Champion 79.51 6 BURBERRY +27 EUR Champion 79.30 7 3 SUISSES +115 EUR Champion 78.45 8 KATE SPADE +5 USA Champion 78.32 9 NORDSTROM -1 USA Champion 77.55 10 HARRODS +4 EUR Champion 77.49 11 ASOS +15 EUR Challenger 76.41 12 SEPHORA +0 EUR Challenger 75.95 13 ZALANDO -12 EUR Challenger 75.61 14 FNAC +6 EUR Challenger 75.22 15 AMAZON -12 USA Challenger 74.29 16 MACY’S +14 USA Challenger 74.28 17 TARGET -6 USA Challenger 74.22 18 SARENZA -2 EUR Challenger 74.18 19 RALPH LAUREN -9 USA Challenger 73.86 20 NIKE +9 USA Challenger 73.72 19 Smooth eShopper journey. Needs little improvements Few breaches in the eShopper journey. Needs some improvements Many breaches in the eShopper journey. Room for improvements
  • 20. Overall Ranking ©iVentures Consulting 2015 Rank ‘15 Company name Vs. ‘14 HQ Category Performance Score /100Before During After 21 SELFRIDGES & CO +28 EUR Challenger 73.68 22 MARKS & SPENCER -13 EUR Challenger 73.53 23 LA REDOUTE -4 EUR Challenger 73.35 24 DARTY +30 EUR Challenger 73.21 25 J.CREW +73 USA Challenger 73.18 26 WALMART +2 USA Challenger 73.01 27 MENLOOK / EUR Challenger 72.74 28 LOUIS VUITTON +30 EUR Challenger 72.73 29 FAB -22 USA Challenger 72.63 30 TOYS’R’US +34 USA Challenger 72.40 31 COACH +28 USA Challenger 72.37 32 TORY BURCH -11 USA Challenger 72.11 33 SWAROVSKI +68 EUR Challenger 71.96 34 BLOOMINGDALE’S -17 USA Challenger 71.73 35 GALERIES LAFAYETTE / EUR Challenger 71.51 36 JIMMY CHOO / USA Challenger 71.50 37 FOOT LOCKER / USA Challenger 71.49 38 BEST BUY +34 USA Challenger 71.48 39 FARFETCH +23 EUR Challenger 71.47 40 TIFFANY & CO +10 USA Challenger 71.22 20 Smooth eShopper journey. Needs little improvements Few breaches in the eShopper journey. Needs some improvements Many breaches in the eShopper journey. Room for improvements
  • 21. Overall Ranking ©iVentures Consulting 2015 Rank ‘15 Company name Vs. ‘14 HQ Category Performance Score /100Before During After 41 CLARINS -19 EUR Challenger 71.11 42 BARNEYS NEW YORK +36 USA Challenger 71.07 43 MARIONNAUD +52 EUR Challenger 71.02 44 CLINIQUE -29 USA Challenger 70.97 45 MICHAEL KORS +38 USA Challenger 70.92 46 YOOX -14 EUR Challenger 70.49 47 ESTEE LAUDER -13 USA Challenger 70.41 48 LACOSTE -42 EUR Challenger 70.19 49 H&M -22 EUR Challenger 70.12 50 BARNES & NOBLE -19 USA Challenger 70.05 51 ADIDAS -27 EUR Diligent 69.95 52 GAP -47 USA Diligent 69.89 53 ZARA +3 EUR Diligent 69.09 54 BONOBOS -9 USA Diligent 68.86 55 DECATHLON -13 EUR Diligent 68.75 56 GIORGIO ARMANI +63 EUR Diligent 68.47 57 EVERLANE / USA Diligent 68.10 58 BIOTHERM / EUR Diligent 67.89 59 JUSTFAB -21 USA Diligent 67.68 60 BENEFIT COSMETICS -3 USA Diligent 67.41 21 Smooth eShopper journey. Needs little improvements Few breaches in the eShopper journey. Needs some improvements Many breaches in the eShopper journey. Room for improvements
  • 22. Overall Ranking ©iVentures Consulting 2015 Rank ‘15 Company name Vs. ‘14 HQ Category Performance Score /100Before During After 61 MYTHERESA -26 EUR Diligent 67.27 62 MARC JACOBS -9 USA Diligent 67.18 63 L’OREAL PARIS +8 EUR Diligent 66.76 64 NASTY GAL -1 USA Diligent 66.72 65 YVES ROCHER -19 EUR Diligent 66.49 66 ESPRIT +10 EUR Diligent 66.28 67 LEVI’S -30 USA Diligent 66.11 68 CHANEL -29 EUR Diligent 65.98 69 CELIO -18 EUR Diligent 65.90 70 DELL +26 USA Diligent 65.88 71 URBAN OUTFITTERS / USA Diligent 65.74 72 NOCIBÉ +10 EUR Diligent 65.68 73 ETAM / EUR Diligent 65.66 74 WALGREENS / USA Diligent 65.65 75 SHISEIDO / ASIA Diligent 65.61 76 PIXMANIA -3 EUR Diligent 65.58 77 BOOTS / EUR Diligent 65.29 78 ARGOS +19 EUR Diligent 65.19 79 AMERICAN APPAREL -2 USA Diligent 64.53 80 MAC COSMETICS -28 USA Diligent 64.51 22 Smooth eShopper journey. Needs little improvements Few breaches in the eShopper journey. Needs some improvements Many breaches in the eShopper journey. Room for improvements
  • 23. Overall Ranking ©iVentures Consulting 2015 Rank ‘15 Company name Vs. ‘14 HQ Category Performance Score /100Before During After 81 FEELUNIQUE / EUR Diligent 63.74 82 KIEHL’S / USA Diligent 63.71 83 TOPSHOP -8 EUR Diligent 63.63 84 PUMA - 36 EUR Diligent 63.02 85 VESTIAIRE COLLECTIVE -5 EUR Diligent 63.01 86 AUCHAN -63 EUR Diligent 62.67 87 GILT -51 USA Diligent 62.60 88 HUGO BOSS -48 EUR Diligent 62.31 89 HERMES -2 EUR Diligent 62.29 90 SEARS -65 USA Diligent 62.03 91 CHRISTIAN LOUBOUTIN / EUR Diligent 61.34 92 KIKO COSMETICS / EUR Diligent 60.96 93 CARTIER / EUR Diligent 60.73 94 HOMEBASE +24 EUR Diligent 60.66 95 APPLE -29 USA Diligent 60.37 96 DIOR PARFUMS +21 EUR Diligent 60.34 97 LONGCHAMP -5 EUR Diligent 60.12 98 TOMMY HILFIGER -28 EUR Diligent 59.39 99 E.L.F. / USA Diligent 58.54 100 DOLCE & GABBANA +23 EUR Diligent 57.97 23 Smooth eShopper journey. Needs little improvements Few breaches in the eShopper journey. Needs some improvements Many breaches in the eShopper journey. Room for improvements
  • 24. Overall Ranking ©iVentures Consulting 2015 Rank ‘15 Company name Vs. ‘14 HQ Category Performance Score /100Before During After 101 IKEA +28 EUR Feeble 57.89 102 GUCCI -8 EUR Feeble 57.48 103 BACCARAT -17 EUR Feeble 54.28 104 SAINT LAURENT +5 EUR Feeble 53.56 105 GUERLAIN -20 EUR Feeble 53.55 106 CALVIN KLEIN -41 USA Feeble 51.29 107 C&A / EUR Feeble 49.68 108 VENTE PRIVEE -3 EUR Feeble 49.11 109 CARREFOUR -2 EUR Feeble 46.99 110 LANCÖME -8 EUR Feeble 46.38 111 PRADA +15 EUR Feeble 42.47 24 Smooth eShopper journey. Needs little improvements Few breaches in the eShopper journey. Needs some improvements Many breaches in the eShopper journey. Room for improvements
  • 25. Fashion ranking 1 2 3 4 5 6 7 8 9 10 11 ©iVentures Consulting 2015 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 25 60% of the top 10 players are pure players
  • 26. Luxury ranking 1 2 3 4 5 6 7 8 9 10 ©iVentures Consulting 2015 11 12 13 14 15 16 17 18 19 20 21 26 Among the top 10 players, 4 US and 4 UK companies
  • 27. Beauty ranking 1 2 3 4 5 6 7 8 9 10 ©iVentures Consulting 2015 11 12 13 14 15 16 17 18 19 20 27 Among the top 10, 30% US companies , 70% French companies
  • 28. Multi-sector ranking 1 2 3 4 5 6 7 8 ©iVentures Consulting 2015 9 10 11 12 13 14 15 28 For the 1st time since 2013, the top multi-sector player is a brick & click
  • 29. 6 7 8 9 10 11 Others ranking* 1 2 3 4 5 ©iVentures Consulting 2015 29 Among the top 5, 3 US companies and 2 French companies * Other sectors: Electronics, Books, Toys, Design & Furniture
  • 30. Omnichannel ranking* 1 2 3 4 5 ©iVentures Consulting 2015 30 6 7 8 9 10 Among the top 10, 9 retailers and only 1 brand * 82 of the 111 analyzed players have physical stores
  • 31. Table of contents ©iVentures Consulting 2015 1. 2015 eShopper Index 2. Executive summary 3. Rankings 4. Performance analysis of the eShopper experience – key figures, key learnings, best and worst practices 31
  • 32. Performance analysis of the eShopper journey ©iVentures Consulting 2015 Omnichannel Online marketing & personalization Before purchase During purchase After purchase 32
  • 33. Performance analysis of the eShopper journey ©iVentures Consulting 2015 Omnichannel Online marketing & personalization During purchase After purchaseBefore purchase 33
  • 34. 1st step of the eShopper purchasing process ©iVentures Consulting 2015 Evaluate & Consider •  Determined •  Unsure PR OFIL E •  Look for information & inspiration •  Browse •  Compare •  Form an opinion •  Evaluate options and offers INT ENTI ON •  Clarity •  Transparency •  Inspiration •  Advices & tips •  Efficiency regarding time spent •  Similar experience to shop window NEEDS •  Price •  Best offer •  Added value •  Customer Experience •  Easy to use KPI 34 BEFORE PURCHASE
  • 35. 5 sub-steps under scrutiny ©iVentures Consulting 2015 BEFORE PURCHASE Mobile Content marketing Social media User Interface Product page 35
  • 36. 5 sub-steps under scrutiny ©iVentures Consulting 2015 BEFORE PURCHASE Mobile Content marketing User Interface Product page Social media 36
  • 37. KEY INSIGHT Key figures ©iVentures Consulting 2015 99% 95% 100% 74% 86% 89% 91% 0% 25% 50% 75% 100% Facebook Twitter Youtube Instagram Blog Pinterest Google+ Presence on social media platforms Main activities on Facebook and Twitter +23% +12% SOCIAL MEDIA 45% 33% 85% 74%70% 95% 0% 25% 50% 75% 100% Facebook Twitter Special offers / Deals Product highlight Customer service •  Even as a ghost town, Google + remains an efficient SEO/SEM tool. Brands are attracted by the free Google search highlight of their Google + posts. •  Instagram and Pinterest are the best inspirational social platforms to highlight and stage products. •  Facebook and Twitter are mainly used to highlight product and as customer service channels. Communication on special offers and deals is not frequent. Google + and Instagram share the best growth in brand presence over 1 year 37 +0% +1% +2% +12% +12% +4% +23%
  • 38. Key learnings ©iVentures Consulting 2015 SOCIAL MEDIA •  Presence on Facebook, Twitter, Youtube Pinterest, Instagram and Google+. •  Usage as a marketing tool on FB, Twitter, Youtube to highlight products with links to the eShop. •  Usage as a marketing tool on Instagram and Pinterest to highlight inspirational images of products (with links to the eShop for Pinterest). •  Usage as a free SEO/ SEM tool on Google+ to highlight posts on search results. •  Usage as a Customer service tool on Twitter to respond to any customer enquiries. BA SICS DIFFERENTIATORS GOODIES •  Contests. •  Social games. •  Interactive quizzes. Example of Kate Spade’s post on Facebook •  Usage as a marketing tool on Facebook and Twitter to highlight deals, special offers and exclusivities with links to the eShop. •  Usage as a Customer service tool on Facebook to respond to customer enquiries. 38
  • 39. Best practice ©iVentures Consulting 2015 SOCIAL MEDIA PROMOTION OF THE KATE SPADE’S LIFESTYLE •  Facebook (2M likes) -  Mainly used as a marketing tool to highlight new products, style and food guides, special offers as well as a customer service tool to respond to customer enquiries. -  “Facebook Exclusive” section to introduce special products from Kate Spade and contests. •  Twitter (797K followers) -  Mainly used as a marketing and customer service platform; very active account. •  Youtube (6K subscribers, 2.5M views) -  Video channel with product, lifestyle and campaign videos, guest stars, fashion advices, food tips and behind the scenes footage, etc. •  Instagram (977K followers) -  Highlight of products and inspirational images to promote the Kate Spade lifestyle. •  Pinterest (243K followers) -  Rich in products, lifestyle and inspirational content driving traffic to the eShop. •  Google + (6K followers) -  Highlight of products and inspirational images, as well as fashion videos and tips. Example of Kate Spade’s post on Facebook 39 Kate Spade’s Pinterest
  • 40. Best practice ©iVentures Consulting 2015 SOCIAL MEDIA Source : Milky, Dec. 2013 CUSTOMER ORIENTED SOCIAL MEDIA STRATEGY WITH OFFERS, EDITORIAL & CUSTOMER SERVICE 40 •  Facebook (23M likes) -  Mainly used as as a marketing tool to highlight new products and offers as well as a customer service tool to respond to customer enquiries. •  Twitter (1.57M followers) -  Mainly used as a marketing and customer service tool. •  Youtube (62K subscribers, 26M views) -  Video channel featuring promotional and lifestyle tips •  Instagram (608K followers) -  Highlight of products and inspirational images. •  Pinterest (270K followers) -  Very rich in products, lifestyle and inspirational content driving traffic to the eShop •  Google + (530K followers) -  Highlight of products and promotions Example of Target’s post on Facebook Target’s YouTube video channel
  • 41. Worst practice ©iVentures Consulting 2015 SOCIAL MEDIA •  Choice not to use social platforms for the Apple Store to highlight Apple’s products and answer to customer queries. -  Empty Facebook page. -  Empty Twitter account. -  No Instagram account. -  A fake Pinterest account highlighting Apple’s products and performances as well as competitors’ products and industry news. -  Only a rich Youtube video channel with product and service videos, campaigns and event reports. Apple’s Facebook page 41 NO SOCIAL COMMERCE ACTIVITY Apple’s Fake Pinterest account
  • 42. 5 sub-steps under scrutiny ©iVentures Consulting 2015 BEFORE PURCHASE Content marketing User Interface Product page 42 Social media Mobile
  • 43. KEY INS IGHT Key figures ©iVentures Consulting 2015 91% 51% 37% 0% 20% 40% 60% 80% 100% Mobile version iOs App Android app +4% in 1 year +6% in 1 year +0% in 1 year Mobile version Vs. M-Commerce App 55% 24% 87% 30% 82% 51% 39% 5% 80% 25% 55% 37% 0% 25% 50% 75% 100% Fashion Luxury Multi-sector Perfumes & Cosmetics Others* All sectors iOS app Android App M-Commerce app by sector 51%of all players have a M- Commerce app on iOS MOBILE Most players have a mobile version of their E-Commerce website (+4% Vs. 2014). Only half of the players provide M-Commerce Apps on iOS (+6% Vs. 2014) , and a third on Android (+0% Vs. 2014). Only a minority of the Perfumes & Cosmetics and Luxury players provide M-Commerce Apps. 43 * Other sectors: Electronics, Books, Toys, Design & Furniture
  • 44. Key figures ©iVentures Consulting 2015 The 5 top M-Commerce features & services MOBILE 1.  Notifications 2.  Highlight of Special offers & deals 3.  Store locator 4.  Barcode scan 5.  Editorial/ Tips section and Loyalty program module 44 70% 39% 65% 11% 9% 11% 4% 14% 47% 32% 16% 91% 39% 0% 20% 40% 60% 80% 100% Special offers, deals, etc. Editorial/ Tips section Store locator Book appointment In-store info (news, events …) In-store offers Contact a sales person in-store Payment Barcode scan QR scan Product scan Notifications Loyalty program M- Commerce app features & services Players tend to provide eShoppers with more and more in-store features such as payment, special offers to be redeemed in store, In-store information (store internal map, news, events …) and contact a sales person.
  • 45. Key learnings ©iVentures Consulting 2015 MOBILE •  User-friendly mobile version of the E-Commerce site including: -  A store locator (for players with stores). -  Highlight of special offers & deals (except in Luxury). -  Highlight of products. •  User-friendly M-Commerce app on iOS including: -  A store locator (for players with stores). -  A barcode scan (for players with stores). -  Special offers & deals (except in Luxury). -  Notifications to inform eShoppers about new arrivals, new collections, special offers, events etc. BA SICS DIFFERENTIATORS GOODIES Macy’s M-Commerce app •  User-friendly M-Commerce app on Android. •  M-Commerce app including: -  Content marketing & tips. -  Personalized contents & offers. -  Book an appointment in store. -  A loyalty program module. -  In-store features such as QR code scan, payment, In- store information & events, special offers to be redeemed and possibility to contact a sales person. 45 •  Product scan on M-Commerce app (from advertising or product itself) through augmented reality to get more information about a product and / or for visual search to see similar products in the eShop
  • 46. Best practice ©iVentures Consulting 2015 EXCELLENT IN-STORE MOBILE SHOPPING EXPERIENCE Mobile website •  Well adapted and easy-to-use mobile website. M-commerce app on iOS and Android •  eShop -  Store and manage offers and payment options all in one place with “My Wallet”. -  Image search: take or upload a photo and search among thousands of products online to find similar products. •  Store locator -  Search by city and zip code. -  Address, opening hours, available services -  Notifications received when the closest store is open or closed. •  Omnichannel -  Check the in-store availability of a product -  Book an appointment for exclusive advice. -  Scan barcodes and QR codes for more information about products or promotions. -  Mobile offers to be redeemed in store. -  Indoor information and turn-by-turn mapping navigation. Macy’s M-Commerce home page & product review 46 Macy’s image search feature MOBILE
  • 47. Best practice ©iVentures Consulting 2015 ADVANCED MOBILE LOYALTY PROGRAM MODULE Mobile website •  Well adapted and easy-to-use mobile website. M-commerce app on iOS and Android •  eShop -  3 ways to shop: discovery or reorder, from shop recommendations (Sephora tips & highlights) and shop inspirations (looks, tutorials etc.). •  Store locator -  Search by map or list, zip code and city. -  Address, opening hours, beauty services available and beauty tests. •  Omnichannel -  Check the in-store availability of a product -  Shop in store: barcode scan to obtain information, ratings and reviews for any product. -  Ability to book an appointment in store for advice. -  Ability to flash the “beauty insider” card (loyalty card) to earn and redeem points in store, save it to use in-store, keep track of account status and get exclusive offers, products and promotions. -  In-store notifications on current offers. -  Payment in store via Apple Pay in all Bay Area stores and the Lexington store in NYC. Sephora to go’s M-Commerce app home page 47 Sephora to go’s loyalty card (Beauty Insider) MOBILE
  • 48. Worst practice ©iVentures Consulting 2015 •  No mobile version of the website: redirects eShoppers to the current website version, very long to load and not adapted to a discovery and shopping experience. •  No M-Commerce app. 48 NO MOBILE INITIATIVE MOBILE Guerlain.com on mobile
  • 49. 5 sub-steps under scrutiny ©iVentures Consulting 2015 BEFORE PURCHASE Content marketing Product page 49 Social media Mobile User Interface
  • 50. Key figures Quality of the user interface (Simplicity, responsiveness, readability) Players tend to develop more and more user interfaces that differ the US and in Europe (2015 vs. 2014). High quality UI is now provided by most players. However, highlighting of customer service and reassuring information such as delivery, return etc. remains rare. 50 32% 46% 22% Very easy Easy Difficult European UI Vs. American UI Reassurance 31% 23% 82% 0% 30% 60% 90% Permanent visibility & highlight of customer service from any page Permanent visibility & highlight of reassuring information* Presence of an online help USER INTERFACE KEY INS IGHT 80%of players provide a good quality user interface 46%54% Specific UI Same UI +30% In 1 year -30% In 1 year * Payment, delivery, return etc.
  • 51. Key figures ©iVentures Consulting 2015 USER INTERFACE 51 Quality of landing pages by sector 55% 43% 0% 0% 0% 30% 45% 57% 100% 100% 100% 70% 93% 81% 93% 65% 91% 86% 0% 20% 40% 60% 80% 100% Fashion Luxury Multi-sector Perfumes & cosmetics Others* All sectors Sophisticated merchandising / multiproduct presentation Basic merchandising / multiproduct presentation Filters Fashion and Luxury are the only sectors to have a sophisticated merchandising on their landing pages Filters are proposed by all sectors but more rarely in Perfumes & Cosmetics. * Other sectors: Electronics, Books, Toys, Design & Furniture
  • 52. Key learnings ©iVentures Consulting 2015 USER INTERFACE •  Fast navigation bar covering 3 levels of information: access to all departments, categories and sub-categories all along the customer journey. •  Home page highlighting offers, new products, collections etc. •  Landing page with basic merchandising, and smart filters including product category, price, color, size, … •  Easy-to-use search engine with pre-suggestions and quality results and smart filters. •  Store locator, easy-to-find and to use with search by city and zip code, basic information on each store (address, opening hours, amenities, etc...). •  Presence of online help or FAQ. BA SICS DIFFERENTIATORS John Lewis’ navigation bar •  Inspirational images highlighted on home page (New arrivals, New collection, Shop now, …). •  Landing page with sophisticated merchandising staging product in more inspirational style. •  Personalized product recommendations based on previous browsing and purchases. •  Permanent visibility and highlight of Customer service and reassuring information about delivery, return etc. from any page. •  List of viewed items available all along the customer journey. •  Store locator, easy-to-find and to use with richer content for each store (photos, store-specific events and promotions, available product categories, etc.). 52
  • 53. Best practice ©iVentures Consulting 2015 •  Navigation -  Highlight of new arrivals, top sellers, etc., and get inspiration and advice from the home page. -  Very easy-to-use navigation bar with direct access on roll over to sections/ departments, product categories and sub-categories. -  Intuitive search engine with sophisticated filters. -  Visibility of last-viewed products and recommendations based on previous browsing. •  Landing page merchandising -  Price match section where customers can check how much they will save compared to competitors’ prices. -  Presence of sophisticated filters and product reviews on the landing page. •  Store locator -  Maps and directions, opening hours and events. -  Click & collect information available. •  Reassuring information -  Permanent visibility and highlight of customer service from any page. -  Permanent visibility and highlight of reassuring information (delivery, return etc.). -  Presence of online help / FAQ. John Lewis’ home page 53 John Lewis’ navigation bar USER INTERFACE FRIENDLY & REASSURING USER INTERFACE
  • 54. Best practice ©iVentures Consulting 2015 FRIENDLY & REASSURING USER INTERFACE •  Navigation -  Very easy-to-use navigation bar with direct access on roll over to sections/ departments, product categories and sub-categories. -  Highlight of new collections, best sellers, currents best offers, top sellers, top offers on the homepage. -  3 clicks from home page to product presentation page. -  Personalized product recommendations based on previous browsing and purchases. -  Presence of an intuitive search engine with sophisticated filters. •  Landing page merchandising -  Sophisticated landing page with filters available -  Possibility to change the color of a product and get a quick product view from the landing page. •  Reassuring information -  Permanent visibility and highlight of customer service from all pages. -  Permanent highlight of reassuring information. -  Presence of online help and FAQ. 3 Suisses’ home page 54 3 Suisses’ navigation bar USER INTERFACE
  • 55. Worst practice ©iVentures Consulting 2015 •  User interface not intuitive & slow navigation process -  Needs to go back to the menu icon to access the navigation bar. -  Requires too many clicks to access to sections, product categories and subcategories then product (5 clicks from pre-home page to product page). •  No reassuring information about -  Customer service. -  Delivery, return etc. 55 USER INTERFACE NOT FRIENDLY AND NOT REASSURING USER INTERFACE Prada’s pre-home page Prada’s e-store home page with a step by step navigation
  • 56. 5 sub-steps under scrutiny ©iVentures Consulting 2015 BEFORE PURCHASE Product page 56 Social media Mobile User Interface Content marketing
  • 57. KEY INS IGHT Key figures ©iVentures Consulting 2015 65% 50% 61% 0% 20% 40% 60% 80% Inspirational images (campaign, lifestyle, still life, etc.) Editorial /tips section(s) Online magazine or blog Main Content marketing activities Content marketing activities by sector 65%of players inspire their customers through images staging their products Luxury, Fashion, Perfumes & Cosmetics are the most active sectors using Content marketing through inspirational images, Editorial/ tips section(s) and online magazine or blog to inspire and advise customers and generate traffic to eShop. 57 * Other sectors: Electronics, Books, Toys, Design & Furniture 91% 86% 27% 40% 0% 65% 57% 33% 33% 75% 36% 50% 64% 62% 60% 55% 64% 61% 0% 20% 40% 60% 80% 100% Fashion Luxury Multi-sector Perfumes & cosmetics Others* All sectors Inspirational images (campaign, lifestyle, still life etc.) Editorial /tips section(s) online magazine or blog CONTENT MARKETING
  • 58. Key learnings ©iVentures Consulting 2015 •  Looks (in Fashion and Cosmetics) BA SICS DIFFERENTIATORS GOODI ES Shop the shoot on Style Insider, Harrods’ fashion magazine •  Presence of inspirational images (campaign, lifestyle, still life, etc.) on home and landing pages •  Presence of Editorial / tips section(s) and highlight on home page with inspirational images and/ or videos (campaigns, tutorials, lookbooks etc.) and links to product pages •  Presence of a brand magazine or a blog with links to product pages to inspire and/ or advise customers with links to product pages 58 •  Advices / tests modules with questions •  Make up app and game (in cosmetics) CONTENT MARKETING
  • 59. Best practice ©iVentures Consulting 2015 RICH AND INSPIRATIONAL STYLE INSIDER MAGAZINE •  Online fashion magazine News -  News: access to all new fashion and beauty products, fashion events and in-store events. -  Top 5: a best-of section with the best new products. -  Trends: the best of celebrities fashion, style personalities and street style pictures. -  Interviews: celebrities, designers and fashion personalities. -  Fashion shows: summaries of fashion shows. -  Beauty buzz: new arrivals, make-up tips, tutorials and celebrities’ updates. -  Fashion shoots: get a quick look at shoots and shop products. -  Harrods magazine: a direct link to the store’s high-end online fashion magazine. -  Inside the studio: get an insider look at Britain's most talented fashion designers. Style Insider Magazine’s home page 59 Shoppable products on the Fashion shoots section CONTENT MARKETING
  • 60. Best practice ©iVentures Consulting 2015 RICH ONLINE CONSUMER MAGAZINE •  The magazine “Les conseils de nos experts” (Experts’ tips & recommendations) provided by store experts to help customers in their shopping experience -  Covers over 15 categories of Fnac products (from high tech to comics). -  Benchmarks similar products. -  Tests, rates and reviews of products. -  Video tutorials and tips. -  Highlight of a selection of best products in every category. -  Expert presentations (profile picture, area of expertise) and published articles. -  ‘L’Atelier des chefs’: recipes and cooking tip videos from chefs. -  ‘Fnac gaming’ : Watch video game shows every month. -  Etc. Fnac’s consumer magazine home page 60 Example of camera ranking made by a Fnac expert CONTENT MARKETING
  • 61. Worst practice ©iVentures Consulting 2015 •  No consumer sections or magazine with reviews, tips & recommendations sections provided by experts. 61 NO CONTENT MARKETING STRATEGY Amazon’s home page CONTENT MARKETING
  • 62. 5 sub-steps under scrutiny ©iVentures Consulting 2015 BEFORE PURCHASE 62 Social media Mobile User Interface Content marketing Product page
  • 63. Key figures ©iVentures Consulting 2015 63 +30% -30% PRODUCT PAGE KEY INS IGHT Only 39%of players highlight an online help feature on the product page 93% 91% 97% 52% 84% 32% 89% 30% 59% 39% 82% 55% 52% 48% 89% 47% 70% 0% 20% 40% 60% 80% 100% Product qualitative description Product technical description High quality product images Multiple view images of single product Product zoomProduct video (demo, tips etc.) Detailed option list In-store product availability Highlight of reassuring information (delivery, return etc.) Highlight of Online help (chat or customer service) Up / cross selling Customer reviews Customer ratings Facebook Like Share on social platforms Share by email Add to wish list Product page characteristics The 5 top features & contents of a product page 1.  Good image quality. 2.  Product qualitative description. 3.  Product technical description (specifications, ingredients etc.). 4.  Detailed option list (color, size etc.). 5.  Share on social platforms. New features and contents are multi angle views of product, product video and in-store product availability.
  • 64. Key learnings ©iVentures Consulting 2015 PRODUCT PAGE •  Content: -  High quality product images. -  Product qualitative description. -  Product technical description (ingredients, specifications etc.). -  Detailed option list (Size, color etc.). •  Features: -  Product zoom. -  Up / cross selling. •  Reassuring information: -  Customer reviews & ratings (except Luxury). BA SICS DIFFERENTIATORS GOODIES Saks’ product page •  Content: -  Multiple view images of single product. -  Product video (demo, tips etc.). -  Transparency about products (origin, fabric/ ingredients, pricing etc.) •  Feature: in-store product availability. •  Reassuring information: -  Highlight of delivery, return etc. -  Highlight of Online help (chat or customer service).. 64 •  Share on social platforms and by email as well as Facebook like. •  Add to wish list / favorites.
  • 65. Best practice ©iVentures Consulting 2015 RICH AND REASSURING PRODUCT PAGE •  Merchandising -  Detailed qualitative and technical product description. -  Video of the model wearing the product automatically played; multi-angle views of the worn product and zoom to see the texture. -  Detailed option lists and size guide. •  Up / Cross selling -  “Complete the look”. -  Similar products also seen by other customers. •  Omnichannel service -  Check in-store product availability. •  Social & Wishlist -  Customers reviews and ratings. -  Share products on social platforms or via email. -  Q&A features allowing customers to ask questions to customers who already bought the product. -  Add to wishlist. •  Reassuring information -  Pop-up live chat with a specialist after a few minutes spent on the website. -  Highlight of shipping and return information. -  Highlight of customer service and online help. 65 Saks’s product page PRODUCT PAGE
  • 66. Best practice ©iVentures Consulting 2015 RICH AND REASSURING PRODUCT PAGE •  Merchandising -  Extremely deep qualitative and technical product description. -  High quality pictures with zoom and multi-angle views of the product. -  Advice and services related to the product. -  Ability to compare products. -  Detailed options list. •  Up / Cross selling -  Similar products also seen by other customers. -  Products ultimately purchased by customers. -  Related accessories. •  Omnichannel service -  Check in-store product availability. -  Click & Collect. •  Social & Wishlist -  Customer reviews and ratings with pros and cons. -  Add to wishlist. •  Reassuring information -  Customer service permanently highlighted. -  Pop-up live chat to help customers. Darty’s product page 66 PRODUCT PAGE Darty’s product page
  • 67. Worst practice ©iVentures Consulting 2015 •  Limited description and images of the product. •  No reassurance (customer service, information about delivery, return etc.). 67 VERY POOR PRODUCT PAGE Hermes’ product page PRODUCT PAGE
  • 68. Performance analysis of the eShopper journey ©iVentures Consulting 2015 Omnichannel Online marketing & personalization During purchase After purchaseBefore purchase 68
  • 69. 2nd step of the eShopper purchasing process ©iVentures Consulting 2015 Buy •  Determined PR OFIL E •  Place the order •  Customize the order (present, different delivery…) •  Get answers to questions if required INT ENTI ON •  Quick and secured payment •  Intuitive process •  Reassurance •  Flexibility •  Easy experience NEEDS •  Step by step process •  Consistency •  Customer Service performance (response rate, answering time…) KPI 69 DURING PURCHASE
  • 70. 3 sub-steps under scrutiny ©iVentures Consulting 2015 DURING PURCHASE 70 Customer serviceSales funnel Newsletter
  • 71. 3 sub-steps under scrutiny ©iVentures Consulting 2015 DURING PURCHASE 71 Customer service NewsletterSales funnel
  • 72. Key figures ©iVentures Consulting 2015 Length of the sales funnel from shopping bag to order confirmation 72 56% 31% 13% Short Medium Long +30% -30% Shopping bag content 100% 44% 77% 50% 63% 0% 20% 40% 60% 80% 100% Order summary Delivery time Delivery cost Up/Cross selling Promotional code SALES FUNNEL KEY INS IGHT +40%of players improved their sales funnel by reducing the number of steps involved +41% in 1 year -30% in 1 year -11% in year •  Players tend to increasingly simplify the sales funnel to improve the customer experience. +41% of the players shortened it in 1 year. •  In the shopping bag: -  Most players provide delivery cost and promotional code. -  Only less than half of players provide the delivery date and up/ cross selling
  • 73. Key figures ©iVentures Consulting 2015 Reassuring information by sector Free delivery by region SALES FUNNEL •  Perfumes & Cosmetics, Fashion and Luxury players strongly emphasize online help (delivery, return, etc.). •  However, the sales funnel for most sectors lacks in reassuring information. •  94% of US players provide free delivery (with/without minimum amount) vs. only 68% of European players. •  4 players out of 5 propose more than 3 payment options. Number of payment options 2% 18% 80% 1 mode 2-3 modes >3 modes 6% 33% 22% 64% 30% 44% 30% 37% 34% 0% 20% 40% 60% 80% 100% USA Europe All Regions Free delivery w/o min. amount Free delivery with min. amount No free delivery 73 55% 57% 47% 55% 45% 53% 73% 67% 40% 75% 45% 65% 0% 20% 40% 60% 80% Fashion Luxury Multi-sector Perfumes & Cosmetics Others* All sectors Highlight of reassuring information to encourage purchasing Highlight of Online help (chat or customer service) * Other sectors: Electronics, Books, Toys, Design & Furniture
  • 74. Key figures ©iVentures Consulting 2015 Diversity of delivery options by region SALES FUNNEL •  Half of players propose more than 2 delivery options. European sites propose more delivery options (>2 options) than American sites (64% of US players propose one delivery mode only). •  Standard delivery and 24-hour delivery are the most common options. •  1 player out of 4 provides pick-up at a closest location (mainly in Europe). •  Click & Collect (30% of all players) and Reserve & Collect (6% of all players) remain rare. 74 97% 65% 3% 27% 30% 6% 0% 20% 40% 60% 80% 100% Standard delivery 24H delivery By courier in less than 4 hours Pick up at a closest location Click & Collect Reserve & Collect Delivery options 4% 6% 5% 32% 56% 46% 64% 38% 49% 0% 25% 50% 75% 100% USA Europe All Regions 1 mode 2-3 modes >3 modes
  • 75. Key learnings ©iVentures Consulting 2015 SALES FUNNEL •  Constant visibility of the mini shopping bag and number of items. •  Shopping bag including the order summary and shipping cost. •  Free delivery (with minimum amount). •  At least 2 delivery options: standard and express. •  At least 3 payment options. •  Order summary before and after the payment. •  Gift box and customized message. BA SICS DIFFERENTIATORS Fnac’s sales funnel •  Short sales funnel in less than 4 pages (customer account not included). •  Shopping bag also includes promotional code, up/cross selling and delivery time. •  Free delivery (without a minimum amount) •  Online help (chat or customer service) and reassuring information (payment, delivery, return etc.) highlighted all along the sales funnel. •  Additional delivery options: click & collect, pick-up at a closest location (Kiala, Amazon Lockers etc.), reserve & collect and courier in less than 4 hours. •  Additional payment options: AMEX and Paypal. •  1 click purchase feature. 75
  • 76. Best practice ©iVentures Consulting 2015 SHORT, CLEAR AND REASSURING SALES FUNNEL Fnac’s shopping bag 76 •  Short sales funnel -  4 clear and simple steps including identification. -  Possibility to subscribe to the loyalty program. -  Presence of an order summary at the payment step. -  Gift packaging and message customizable. •  Shopping bag -  Visibility of the mini shopping bag all along the customer journey. -  Presence of the quantity added, delivery cost, and promotional code in the shopping bag. •  Delivery options -  6 options: Free Click & Collect in store in 1 hour with a 30 days time frame to pick up the product in store; Pick-up at a close location; Standard shipping; Next day shipping; Subscription to Fnac Express+ (39€/ year) for unlimited delivery in 1 day; Delivery by courier in 3 hours. •  Payment options -  9 payment options including AMEX and PayPal. •  Reassuring information -  Presence of reassuring information (payment, ...). -  Highlight of customer service and online help; Display of a pop-up chat after few minutes in the sales funnel. Fnac’s delivery by courier option SALES FUNNEL
  • 77. Best practice ©iVentures Consulting 2015 77 SHORT, CLEAR AND REASSURING SALES FUNNEL •  Short sales funnel -  4 clear and simple steps including identification with presence of icons. -  Order summary always available on the right all along the sales funnel and after payment. -  Gift packaging and message customizable. •  Shopping bag -  Visibility of the mini shopping bag all along the customer journey. -  Presence of the quantity added, delivery cost, and promotional code in the shopping bag. •  Delivery options -  4 options: Free Click & Collect in store; Standard shipping; Next day shipping; International delivery to 60+ countries. •  Payment options -  8 payment options including AMEX and PayPal. •  Reassuring information -  Permanent highlight of customer number and online help. -  Presence of reassuring information (payment, delivery, return ....). Selfridges’ shopping bag Selfridges’ delivery options SALES FUNNEL
  • 78. Worst practice ©iVentures Consulting 2015 •  VIP membership program option ($39.95 / month) already pre-checked by default once in the shopping bag. 78 PRE-CHECKED VIP MEMBERSHIP OPTION BY DEFAULT IN THE SHOPPING BAG Justfab’s shopping bag with pre-checked option by default SALES FUNNEL
  • 79. 3 sub-steps under scrutiny ©iVentures Consulting 2015 DURING PURCHASE 79 NewsletterSales funnel Customer service
  • 80. Key figures ©iVentures Consulting 2015 Customer service visibility 80 +30% -30% Contact means actually used 91% 93% 5% 30% 70% 95% 0% 20% 40% 60% 80% 100% Phone Email Click to call Chat Facebook Twitter CUSTOMER SERVICE KEY INS IGHT 50%of customer services departments are available by phone on Sunday •  Customer service sections exist and are clearly visible most of the time, but rarely highlighted (only 27% of players highlight this feature). •  Twitter, Email and Phone are the most used means of contact. •  However 2 out of 3 players do NOT have an online chat feature and 95% of the players do not offer click to call. 96% 27% 84% 0% 20% 40% 60% 80% 100% Presence of a customer service contact section Highlight of a customer service contact section Clarity of the customer service contact section
  • 81. Key figures ©iVentures Consulting 2015 Quality of customer service response •  US players perform far better than Europeans in terms of customer service availabilities: 24/7, on Sunday, after 8pm and in providing a free number. •  Quality of the customer service response is the highest by phone (89%), chat (81%) and click to call (83%). Response by email and Facebook tend not to be as good (70%), but still better than on Twitter (40%). 12% 30% 17% 18% 30% 60% 42% 26% 40% 46% 36%46% 44% 83% 42% 24% 4% 0% 20% 40% 60% 80% 100% Phone Email Click to call Chat Facebook Twitter Very good Good Poor 81 CUSTOMER SERVICE 80% 78% 59% 93% 15% 31% 25% 11% 66% 12% 51% 47% 31% 77% 14% 0% 20% 40% 60% 80% 100% By phone available on Sunday By phone available after 8pm By phone - 24/7 availability Free number Leaving message outside of opening hours USA Europe All regions Customer service – Availability by region
  • 82. Key figures ©iVentures Consulting 2015 Customer service response time by Email, Facebook and Twitter •  The response time of the customer service is better on social platforms (Facebook, Twitter) as well as click to call and chat. •  Telephone and email have the worst response time. 82 CUSTOMER SERVICE Customer service response time by phone, click to call and chat 49% 17% 21% 49% 33% 43% 2% 50% 36% 0% 20% 40% 60% 80% 100% Phone Click to call Chat Time > 30s Time from 10 to 30s Time <10 52% 31% 45% 11% 18% 4% 37% 51% 51% 0% 20% 40% 60% 80% 100% Email Facebook Twitter < 4h 4h to 8h >9h
  • 83. Key learnings ©iVentures Consulting 2015 CUSTOMER SERVICE •  Presence and clarity of a customer service contact section. •  Main means of contact: telephone, Twitter, email, Facebook •  Free telephone number. •  Availability all week: 8am/ 9am to 6pm/ 7pm. BA SICS DIFFERENTIATORS GOODIES Burberry’s contact page •  The customer service contact section is highlighted all along the customer journey. •  Additional means of contact: chat and click to call. •  Proactive pop-up chat at specific stages of the customer journey (ie > 1 minute on the Product Page of an expensive product). •  More availability: -  Ideally 24/7. -  At least after 8pm and on Sunday. •  Possibility to leave a message outside of opening hours. •  Satisfaction survey after using Customer Service. •  Highlight of an online virtual advisor. 83
  • 84. Best practice ©iVentures Consulting 2015 84 HIGH QUALITY AND EFFICIENT CUSTOMER SERVICE •  Presence and clarity of the customer service contact page. •  5 ways to contact customer service -  Phone. -  Email. -  Click to call. -  Chat. -  Twitter. •  24/7 availability. •  Good response quality using all 5 means of contact. •  Quick response time -  Phone (24 seconds). -  Email (1 hour). -  Chat (5 seconds). -  Twitter (37 min). •  Pull-down customer service menu highlighted providing all customer services -  Contact section, payment, shipping, returns, FAQ’s, appointments, live chat, and call me back. Burberry’s contact page Burberry’s click to call session CUSTOMER SERVICE
  • 85. Best practice ©iVentures Consulting 2015 85 HIGH QUALITY AND EFFICIENT CUSTOMER SERVICE •  Presence and clarity of the customer service contact page. •  5 ways to contact customer service -  Phone. -  Email. -  Chat. -  Facebook. -  Twitter. •  24/7 availability. •  Good response quality using all 5 means of contact. •  Quick response time -  Phone (13 seconds). -  Email (less than 1 hour). -  Chat (15 seconds). -  Facebook (6 hours). •  Customer service number, live chat and help section highlighted on the website all along the customer journey. Zappos’s FAQ Zappos’s help CUSTOMER SERVICE
  • 86. Worst practice ©iVentures Consulting 2015 86 LOW QUALITY CUSTOMER SERVICE CUSTOMER SERVICE Gucci’s only contact mean •  Customer service can only be contacted by email. •  No phone number, no chat, no click-to-call, not possibility to contact the brand via social platforms. •  Very poor customer service response quality on 2 queries made by email •  No response received to the first email, requesting details of return conditions. •  An email with questions from Gucci received following our email regarding an issue on an order, then no response following our second email with our answers.
  • 87. 3 sub-steps under scrutiny ©iVentures Consulting 2015 DURING PURCHASE 87 Sales funnel Customer service Newsletter
  • 88. Key figures ©iVentures Consulting 2015 Newsletter’s target Most players can optimize the newsletter subscription process (highlight of subscription, information on newsletter frequency and content, possible customization). Only 11% of the players provide a personalized newsletter (based on previous purchases and browsing). 88 17% 83% Different newsletters for Customers & Prospects Same newsletters for both Newsletter content 23% 42% 35% 5% 71% 0% 20% 40% 60% 80% Subscription highlighted on the site Customization of content possible Content of the newsletter mentioned Frequency mentioned Confirmation received after subscription NEWSLETTER KEY INS IGHT Only 17%of players send different newsletters to customers and prospects Newsletter subscription 85% 88% 11% 0% 30% 60% 90% Highlight of new collection/ products Highlight of special offers/ promotions/ deals Personalized content based on previous purchases or browsing history
  • 89. Key learnings ©iVentures Consulting 2015 •  Same newsletter for customers and prospects. •  Receipt of a newsletter confirmation after subscription. •  Creative newsletter design. •  Content of the newsletter: highlights of new collection/ products and special offers/ promotions/ deals. •  Easy to find the unsubscribe link (both in newsletter and customer account). •  Regular mailing schedule (at least once a month, and no more than once a week). BA SICS DIFFERENTIATORS 89 NEWSLETTER •  Different newsletter for customers and prospects. •  Subscription highlighted on the site . •  Content and frequency of the newsletter mentioned at the subscription stage. •  Customization of the newsletter possible at the subscription level and / or in the customer account. •  Personalized content based on previous purchases or browsing history. •  Cross-promotion of services (Social platforms, mobile app etc...). GOODIES 89 Net-A-Porter’s newsletter subscription confirmation •  Interactive newsletter: including interactive medias.
  • 90. Best practice ©iVentures Consulting 2015 90 RICH AND CUSTOMIZED NEWSLETTER •  Newsletters received during the data collection period (September – December 2014). •  Presence of different newsletters dedicated to customers and prospects. •  Newsletter subscription -  Content of the newsletter mentioned. -  Invitation to customize the newsletter in the customer account by selecting our favorite designers. -  Receipt of confirmation after subscription. •  Newsletter content -  New collection and products highlighted. -  Special offers and promotions highlighted. -  Good readability and design, in line with the brand’s image. -  Cross-promotion of Net-A-Porter’s social media platforms, customer service, magazine and customer account. -  Presence of the unsubscribe link. Example of Net-A-Porter’s customized newsletter dedicated to a customer Net-A-Porter’s newsletter subscription confirmation NEWSLETTER
  • 91. Best practice ©iVentures Consulting 2015 91 NEAT AND COMPLETE NEWSLETTER •  Newsletters received during the data collection period (September – December 2014). •  Newsletter subscription -  Content and frequency of the newsletter mentioned. -  Content can be customized at the subscription stage: possibility to select themes (Fashion, Fragrance & beauty, Watches & Fine Jewelry and Chanel News). -  Receipt of confirmation after subscription and a first newsletter the same day. •  Newsletter content -  New collection and products highlighted. -  Good readability and design in line with brand’s image. -  Direct links to social media, customer service, brand’s magazine and customer account. -  Presence of settings and unsubscribe links. Chanel’s newsletter subscription confirmation Example of Chanel customized newsletter NEWSLETTER
  • 92. Worst practice ©iVentures Consulting 2015 92 NO NEWSLETTER RECEIVED Longchamp’s newsletter subscription form •  Newsletter subscription available on the website but very long form to fill out (12 fields). •  No newsletter received during data collection period (September – December 2014). NEWSLETTER
  • 93. Performance analysis of the eShopper journey ©iVentures Consulting 2015 Omnichannel Online marketing & personalization After purchaseBefore purchase 93 During purchase
  • 94. 3rd step of the eShopper purchasing process ©iVentures Consulting 2015 Enjoy the experience •  Satisfied eShopper •  Unsatisfied eShopper PR OFIL E •  Be reassured that he/she picked the right product and the right site •  Fast and reliable delivery •  Good after-sales service •  Continuity of experience INT ENTI ON •  Trust •  Constancy •  Effectiveness •  Personalized attention •  Caring relationship NEEDS •  Fulfilled expectations •  Satisfaction KPI 94 AFTER PURCHASE
  • 95. 4 sub-steps under scrutiny ©iVentures Consulting 2015 AFTER PURCHASE Delivery & Package Email communication Customer account Return & refund 95
  • 96. 4 sub-steps under scrutiny ©iVentures Consulting 2015 Delivery & Package Email communication Customer account Return & refund 96 AFTER PURCHASE
  • 97. KEY INS IGHT Key figures ©iVentures Consulting 2015 100% 93% 5% 28% 0% 20% 40% 60% 80% 100% Order confirmation Shipping confirmation Delivery confirmation Satisfaction survey Type of emails received Only 28%of players send a satisfaction survey email EMAIL COMMUNICATION 97 +30% -30% Order confirmation email content 50% 99% 21% 40% 59% 59% 19% 0% 20% 40% 60% 80% 100% Estimated delivery date Quantity and reference ordered Information or access to cancellation conditions Information or access to return conditions Access to order status Customer service highlight and contact details Up/ cross selling •  Most companies send 2 communication emails after the order (order confirmation and shipping confirmation). •  Most order confirmation emails give information on quantity and reference ordered, access to order status and customer service details. However, there is potential for improvement by including additional information, such as estimated delivery date, information on return and cancellation policies, up/cross selling.
  • 98. Key learnings ©iVentures Consulting 2015 •  A minimum of 2 emails: order confirmation and shipping confirmation. •  Order confirmation and shipping confirmation emails must include at least: -  a summary of the order, amount paid, an estimated delivery date. -  an access to the order status. -  a highlight of the Customer service. BA SICS DIFFERENTIATORS •  Additional emails: delivery confirmation, satisfaction email for feedbacks or product review & rating, return confirmation, and reminder for abandoned shopping bag. •  Order confirmation and shipping confirmation emails can also include: -  Information or access to return policy. -  Information or access to cancellation policy. -  Up/ cross selling. -  Cross-promotion of services (Social platforms, mobile app etc...). -  Invoice (attachment or direct link to the customer account). GOODIES EMAIL COMMUNICATION •  Signature of the customer service representative. Bloomingdale’s satisfaction email 98
  • 99. Best practice ©iVentures Consulting 2015 COMPLETE AND CLEAR EMAILS •  3 emails received -  Good content readability. -  Design consistent with brand image. •  1st email - Order confirmation -  Thank you message. -  Order summary and estimated delivery date. -  Access to order status and return & exchange information. -  Highlight of newsletter subscription and loyalty program. -  Presence of reassuring information (payment, shipping, return etc.) and customer service number and availability. •  2nd email - Shipping confirmation -  Link to track the package. -  Access to newsletter subscription. -  Presence of customer service help topics and reassuring information (return etc.). •  3rd email - Satisfaction email (order feedback) -  Thank you message. -  Invitation to give a feedback on the order. Example of Bloomingdale’s order confirmation email 99 EMAIL COMMUNICATION Bloomingdale’s satisfaction email (order feedback)
  • 100. Best practice ©iVentures Consulting 2015 COMPLETE AND CLEAR EMAILS Example of Fab’s order confirmation email 100 EMAIL COMMUNICATION Fab’s satisfaction email (product review) •  3 emails received -  Good content readability. -  Design consistent with brand image. •  1st email - Order confirmation -  Thank you message. -  Order summary and estimated delivery date. -  Access to order status. -  Presence of reassuring information (payment, shipping etc.) and customer service email. •  2nd email - Shipping confirmation -  Link to track the package. -  Order summary. -  Presence of reassuring information (payment, shipping etc.) and customer service email. •  3rd email - Satisfaction email (Product review) -  Picture of the purchased product. -  Invitation to write a review of the purchased product. -  Presence of reassuring information. -  Access to social media platforms.
  • 101. Worst practice ©iVentures Consulting 2015 ONLY ONE EMAIL RECEIVED •  Only one order confirmation email received. No shipping confirmation email. No satisfaction email. Homebase’s order confirmation email 101 EMAIL COMMUNICATION
  • 102. 4 sub-steps under scrutiny ©iVentures Consulting 2015 Delivery & Package Email communication Return & refund 102 AFTER PURCHASE Customer account
  • 103. Key figures ©iVentures Consulting 2015 103 +30% -30% CUSTOMER ACCOUNT KEY INS IGHT Only 9%of players highlight offers directly in the customer account 97% 90% 63% 95% 93% 50% 64% 31% 10% 13% 9% 31% 22% 64% 0% 20% 40% 60% 80% 100% Personal information management Multi address management Bank detail / payment management Current order status Order history Previous invoices Newsletters & alerts subscription management Return management Exchange management Cancellation management Highlight of personalized promotions and offers Direct access to customer service Loyalty program module Wishlist management Main features & content of a customer account The 5 top features & contents 1.  Personal information management. 2.  Current order status. 3.  Order history. 4.  Multi address management. 5.  Newsletters & alerts subscription and Wishlist management. New innovative features & content include a loyalty program module and highlight personalized offers and promotions.
  • 104. Key learnings ©iVentures Consulting 2015 •  Account creation: -  Easiness to identify errors or missing information. -  Welcome email after received customer account creation. -  Possibility for prospects to create a customer account •  Customer account features: -  At least personal information management, multi- delivery addresses, order status & history, newsletter & alert subscription. -  Access to the new order available immediately after payment. BA SICS DIFFERENTIATORS 104 Account creation: -  Possibility to create an account after purchase. -  Less than 5 fields in the account creation form. -  A welcome email outlining the main features and benefits of the customer account. •  Customer account features: -  Features linked to cancellation management, return, exchange & refund management. -  Features to develop proximity: loyalty program module, highlight of personalized promotions, rating & review management, store preference registration, size and preference registration (especially in Fashion and Luxury). -  Convenience features : bank information management, invoice print-out, highlight of customer service. GOODIES 104 •  Wishlist/ favorites management. •  Profile picture. CUSTOMER ACCOUNT John Lewis’s customer account main page
  • 105. Best practice ©iVentures Consulting 2015 RICH & REASSURING CUSTOMER ACCOUNT •  Account creation -  Prospect can register. -  Creation possible after payment. -  Highly efficient registration section with only 3 fields required. -  Brand opt-in. -  Welcome email received after customer account creation. •  Customer account management -  Personal information management. -  Multiple delivery address management. -  Payment details management. -  Ability to see the current order status. -  Access to order history. -  Previous invoices available. -  Newsletter subscription management / promotional preference including interests, shopping and communication preferences. -  Direct access to customer service and the help section. -  Presence of a loyalty program module. -  Review management. -  Wishlist management. John Lewis’s customer account main page 105 CUSTOMER ACCOUNT John Lewis’s promotional preferences
  • 106. Best practice ©iVentures Consulting 2015 •  Account creation -  Prospects can register. -  Highly efficient registration section with only 3 fields required. -  Easy to identify mistakes or missing information field after field. -  Welcome email received after customer account creation. •  Customer account management -  Contact details management. -  Multiple delivery address management. -  Payment details management. -  Ability to see current order status. -  Access to order history. -  Previous invoices available. -  Alerts and newsletters subscription management; ability to customize newsletter’s frequency. -  Returns management. -  Highlight of personalized promotions and special offers. -  Wishlist management. Gilt’s customer account main page 106 CUSTOMER ACCOUNT RICH AND PRACTICAL CUSTOMER ACCOUNT Gilt’s personalized offers highlight in the customer account
  • 107. Worst practice ©iVentures Consulting 2015 NEED A CARD TO ACCESS THE CUSTOMER ACCOUNT •  In order to use the customer account, the eShopper needs to receive by mail a loyalty card that provides the code to access the customer account. •  This card was received 1 month after the order. Esprit’s loyal card to access the customer account 107 CUSTOMER ACCOUNT
  • 108. 4 sub-steps under scrutiny ©iVentures Consulting 2015 Email communication Return & refund 108 AFTER PURCHASE Customer account Delivery & Package
  • 109. Key figures ©iVentures Consulting 2015 Quality package Vs. Brand image by sector 109 +30% -30% Package content other than product itself DELIVERY & PACKAGE KEY INS IGHT Only 26%of players include a Thank you letter with the package 7% 5% 20% 18% 7% 57% 43% 73% 70% 64% 59% 36% 52% 7% 30% 18% 34% 0% 20% 40% 60% 80% 100% Fashion Luxury Multi-sector Perfumes & Cosmetics Others* All sectors Very good Good Poor * Other sectors: Electronics, Books, Toys, Design & Furniture •  Players from the Fashion & Luxury sectors offer the best quality packages. Lower quality packages are found with multi-sector players and others sectors (Electronics, Books …). •  Most packages include a delivery form and a return form. However, very few players include a pre-printed return sticker, samples, product catalogues, a thank-you note or incentives to drive traffic to store. 26% 86% 58% 39% 14% 19% 9% 25% 0% 20% 40% 60% 80% 100% Thank you letter Delivery form Return form Pre-printed sticker for return Product catalogues / Brochures Samples or bonus Coupons Invoice
  • 110. Key learnings ©iVentures Consulting 2015 •  Good quality package consistent with brand image (colors of the brand, etc.) •  Box size and inside protection adapted to the product. •  Package content aside from the product: -  Delivery form. -  Return form with clear instructions. BA SICS DIFFERENTIATORS 110 •  High quality package consistent with brand image (colors of the brand, logo, special wrap, specific fragrance, etc.). •  Box designed to facilitate opening and reusable in case of return. •  Additional content aside from the product: -  Pre-printed sticker/label for return. -  Thank-you note in a nice envelope. -  Product catalogue. -  Brand’s magazine. -  Coupons to drive eShopper to physical store or eStore. -  Invoice (except for present). -  Detailed product presentation and Certificate of authenticity for luxury and other expensive products. GOODIES 110 •  Samples. •  Bonuses. •  Stickers. Cartier’s package DELIVERY & PACKAGE
  • 111. Best practice ©iVentures Consulting 2015 ENJOYABLE OPENING EXPERIENCE •  Package quality -  High quality package consistent with brand image (Colors, logo, same bag as in store etc.) -  Box size and inside protection adapted to the product; designed to facilitate opening and reusable in case of return. -  Product delivered in a well-protected solid and branded white cardboard box with shredded paper, inside a Cartier bag and wrapped as a gift. •  Additional content aside from the product -  A thank-you note in an envelope. -  A delivery form. -  Clear and detailed return instructions. -  A return form. -  A pre-printed sticker for the return. -  An invoice. -  Terms & conditions. 111 Cartier’s package DELIVERY & PACKAGE
  • 112. Best practice ©iVentures Consulting 2015 ENJOYABLE OPENING EXPERIENCE •  Package quality -  High quality package consistent with brand image (Colors, logo, wrap, etc.) -  Box size and inside protection adapted to the product; designed to facilitate opening and reusable in case of return. -  Product delivered in a well-protected solid and branded white cardboard box with pink/red tissue paper. •  Additional content aside from the product -  All documents very nicely presented in a transparent pouch. -  Presence of a thank-you note. -  A delivery form. -  Clear and detailed return instructions. -  A return form. -  A pre-printed sticker for the return. -  An invoice. -  Christmas stickers. 112 Mytheresa’s package DELIVERY & PACKAGE
  • 113. Worst practice ©iVentures Consulting 2015 BASIC PACKAGE WITH NO DOCUMENTS BESIDES THE PRODUCT •  Basic package: product wrapped in brown paper. •  No document, no invoice, no delivery form, no return instructions provided with the product. •  No way to know which company sent the product until receiving the shipping confirmation email. Esprit’s loyal card to access the customer account 113 DELIVERY & PACKAGE Auchan’s package
  • 114. 4 sub-steps under scrutiny ©iVentures Consulting 2015 Email communication 114 AFTER PURCHASE Customer account Delivery & Package Return & refund
  • 115. KEY INS IGHT Key figures ©iVentures Consulting 2015 64% 63% 0% 20% 40% 60% 80% 100% USA EUR Free return by region 63%of players offers a free return service RETURN & REFUND 115 +30% -30% Free return by sector •  63% of the players provide free returns (+5% vs. 2014), almost the same ratio in Europe as in the US. •  However, only 20% of Perfumes & Cosmetics players offer free returns. 73% 71% 73% 20% 73% 63% 0% 25% 50% 75% 100% Fashion Luxury Multi-sector Perfumes & Cosmetics Others* All sectors* Other sectors: Electronics, Books, Toys, Design & Furniture
  • 116. Key figures ©iVentures Consulting 2015 Return options •  All players provide returns by mail. However, only 2 players out of 5 offer in- store returns and only 3 out of 10 offer home pick-up. •  Home pick-up is offered less frequently in the US (23%) than in Europe (36%). European companies have strongly invested in this service in the last year (vs. 19% in 2014). 116 RETURN & REFUND 100% 31% 39% 14% 0% 20% 40% 60% 80% 100% Mail Home pick-up Return in store Return through proximity spots 23% 36% 31% 0% 20% 40% 60% USA EUR All regions Home pick-up by region
  • 117. Key figures ©iVentures Consulting 2015 Authorized time frame to return a product by region •  Region that extends the authorized return time frame to more than 30 days is the US (47%). •  Sectors that extend it to more than 30 days are Multi-sector (40%), Fashion (32%) and Perfumes & Cosmetics (30%). •  Sectors with a short return time frame are Luxury (66% from 8 to 15 days) and others* (55% from 8 to 15 days). 117 RETURN & REFUND Authorized time frame to return a product by sector 32% 5% 40% 30% 18% 27% 41% 29% 33% 20% 27% 33% 25% 66% 27% 35% 55% 36% 2% 15% 4% 0% 20% 40% 60% 80% 100% Fashion Luxury Multi-sector Perfumes & cosmetics Others* All sectors <7 days 8-15 days 16-30 days >30 days 47% 11% 26% 38% 28% 32% 13% 56% 38% 2% 5% 4% 0% 20% 40% 60% 80% 100% USA EUR All regions <7 days 8-15 days 16-30 days >30 days * Other sectors: Electronics, Books, Toys, Design & Furniture
  • 118. Key figures ©iVentures Consulting 2015 Refund time frame after returning a product by region •  Both regions reduced the refund time frame to less than 30 days. •  Most sectors reduce the refund time frame to less than 30 days in Europe as in the US. •  10% of Perfumes & Cosmetics players refund in more than 30 days. 118 RETURN & REFUND Refund time frame after returning a product by sector 2% 10% 3% 98% 100% 100% 90% 100% 97% 0% 20% 40% 60% 80% 100% Fashion Luxury Multi-sector Perfumes & cosmetics Others* All sectors <30 days >30 days 2% 3% 3% 98% 97% 97% 0% 20% 40% 60% 80% 100% USA EUR All regions <30 days >30 days * Other sectors: Electronics, Books, Toys, Design & Furniture
  • 119. Key learnings ©iVentures Consulting 2015 •  Presence and clarity of return & refund section. •  Return conditions highlighted all along the customer journey. •  14 to 30 days return time frame. •  Return form with a clear explanation included in the package or print-out through customer account. NO call to the brand to request authorization. •  Option to exchange a product (in store or by email). •  Possible return using the delivery box. •  Return by email free of charge. •  Notification by email after return and refund are processed. •  Full refund within 30 days. BA SICS DIFFERENTIATORS •  30 to 365 days return time frame. •  Return in store and/ or through proximity delivery spot, free of charge. •  Home/Office pick-up for return, free of charge. •  Pre-paid return sticker included in delivery package or print-out through customer account. •  Full refund before product is received by the brand or automatically once the product is received. •  Option to put the money on credit in the customer account for future purchases. •  Thank-you / apology in the email received after return and refund are processed. Nordstrom’s return reassurance RETURN & REFUND 119
  • 120. Best practice ©iVentures Consulting 2015 VERY FAVORABLE RETURN CONDITIONS •  Return -  Presence of a clear dedicated section explaining the return process. -  Delivery box can be used for return. -  No return time limit. -  Free return by using the pre-paid return label. -  Return in-store possible. •  Exchange or credits -  Exchange possible. Could be managed online. -  No time frame limit. •  Refund -  Total amount refunded within 14 business days. 120 Nordstrom’s returns & exchanges section RETURN & REFUND
  • 121. Best practice ©iVentures Consulting 2015 QUICK AND FREE RETURN PROCESS •  Return -  Dedicated section explaining the return process. -  Delivery box can be used for return. -  Free return shipping label in every box. If not, customer can print a label through the customer account. -  Returns that arrive after 90 days but in under 365 days will be refunded to store credit, or eligible for exchange. •  Exchange -  Exchange possible within 365 days of purchase date. •  Refund -  Clarified refund issue with picture. -  Possibility to get a full refund if return within 90 days of purchase. -  Total amount refunded within 14 business days. 121 Nordstrom’s returns & exchanges section RETURN & REFUND
  • 122. Worst practice ©iVentures Consulting 2015 NO RETURN OR EXCHANGE POSSIBLE •  No return or exchange possible due to the low cost of E.L.F.’s products. 122 e.l.f. ‘s return conditions RETURN & REFUND
  • 123. Performance analysis of the eShopper journey ©iVentures Consulting 2015 Omnichannel Online marketing & personalization Before purchase 123 During purchase After purchase
  • 124. Key figures ©iVentures Consulting 2015 Coupons enclosed with the package Offers, deals, exclusivities are highlighted primarily on the website and in the newsletter. Product up/ cross selling takes place mostly on the product page. Only 50% of the players provide up/ cross selling in their shopping bag and 19% in the order confirmation email. Only 1 player out of 10 encloses coupons in the package. 124 11% 89% Yes No Presence of Up / Cross selling 45% 33% 5% 82% 88% 9% 0% 20% 40% 60% 80% 100% Facebook Twitter Mobile app Website Newsletter Customer account ONLINE MARKETING & PERSONALIZATION KEY INS IGHT Only 13%of players provide personalization based on purchases and browsing Highlight of offers, deals, exclusivities etc. 82% 50% 19% 0% 20% 40% 60% 80% 100% Product page Shopping bag Order confirmation email
  • 125. Key figures ©iVentures Consulting 2015 Personalization of offers, deals etc., by sector •  Personalization based on purchase and browsing is still very rare on website (13%), newsletter (8%) and mobile (4%). •  Electronics and Fashion players are the most active in personalization on website Multi-sector players are the most active on mobile personalization. •  US players are the most advanced. 125 Personalization of offers, deals, etc. ONLINE MARKETING & PERSONALIZATION 4% 13% 8% 0% 5% 10% 15% 20% Mobile app Website Newsletter 14% 0% 13% 5% 36% 13% 2% 0% 20% 0% 0% 4% 0% 10% 20% 30% 40% Fashion Luxury Multi-sector Perfumes & Cosmetics Others * All sectors Personalization on website Personalization on mobile 17% 9% 6% 2% 0% 5% 10% 15% 20% USA Europe Personalization on website Personalization on mobile Personalization of offers, deals etc., by region
  • 126. Key learnings ©iVentures Consulting 2015 •  Deals, offers, exclusivities etc. highlighted on the website and in the newsletter. •  New products, new collections, new arrivals highlighted on the home page and landing pages as well as in the newsletter and social platforms •  Best sellers highlighted on the home page. •  Up/ cross selling on the product page such as: -  “Customers who bought this item also bought”. -  “Customers who viewed this Item also viewed”. -  “Frequently bought together”. -  “If you like this item, you will like this one”. -  “Shopping tips”. -  Etc. BA SICS DIFFERENTIATORS Amazon’s personalized recommendations •  Deals, offers, exclusivities etc. highlighted on social platforms (Facebook and Twitter), mobile and on the customer account. •  Personalization of contents and products based on previous purchases and browsing on website, mobile, newsletter and Customer account. •  Additional Up/ cross selling on the shopping bag and order confirmation email. •  Loyalty program/ card offering discounts and other benefits, available cross-platforms; subscription highlighted in the sales funnel and management through the customer account. •  Coupons enclosed with the package to be redeemed in-store and/or in the eShop. •  Incentive to encourage customers and prospects to subscribe to the newsletter (discount, gift etc.). ONLINE MARKETING & PERSONALIZATION 126
  • 127. Best practice ©iVentures Consulting 2015 SOPHISTICATED ONLINE MARKETING WITH STRONG PERSONALIZATION •  Highlight of special offers and deals with direct link to eShop on: -  Social platforms and newsletters. -  Website, mobile site and app. •  Personalized product recommendations based on previous purchases and browsing on: -  Website, including customer account and Mobile site and app. -  Newsletters. •  Sophisticated cross-selling on the product page -  “Customers Who Bought This Item Also Bought”. -  “Customers Who Viewed This Item Also Viewed”. -  “Frequently Bought Together”. -  “Sponsored Products Related To This Item”. •  Amazon Prime (annual membership program offering multiple benefits including FREE 2-day shipping) -  Subscription from the sales funnel and management from the customer account. 127 Amazon’s personalization preferences & history ONLINE MARKETING & PERSONALIZATION Amazon’s cross selling and personalized product recommendations
  • 128. Best practice ©iVentures Consulting 2015 PERSONALIZATION & LOYALTY PROGRAM •  Highlight of special offers and deals as well as new products and new arrivals with direct link to eShop on: -  Social platforms and newsletters. -  Website (customer account included), mobile site and app. •  Personalized product recommendations based on previous purchases and browsing on: -  Website. -  Newsletters. •  Sophisticated cross-selling on the product page -  “If you like this item, you will like this one”. -  “Shopping tips”. -  “Other ideas”. •  Loyalty program that offers discounts, gifts and other benefits -  Subscription from the sales funnel and management from the customer account. 128 Example of Galeries Lafayette’s newsletter with offers ONLINE MARKETING & PERSONALIZATION Galeries Lafayette’s loyalty card
  • 129. Worst practice ©iVentures Consulting 2015 VERY BASIC ONLINE PRODUCT MARKETING •  Products are only highlighted in the newsletter. •  No cross-selling of products on the product page and in the shopping bag. •  No targeted and personalized recommendations dedicated to specific customers and prospects. Same offers apply to everyone. 129 Example of Mac’s newsletter ONLINE MARKETING & PERSONALIZATION
  • 130. Performance analysis of the eShopper journey ©iVentures Consulting 2015 Omnichannel Online marketing & personalization Before purchase 130 During purchase After purchase
  • 131. Key figures ©iVentures Consulting 2015 131 +30% -30% OMNICHANNEL KEY INS IGHT 50%of players with physical stores allow in-store return and exchange 100% 39% 39% 9% 19% 6% 6% 3% 33% 23% 6% 10% 9% 52% 48% 0% 20% 40% 60% 80% 100% Store locator In-store product availability Click & collect Reserve & collect Book an appointment in store In-Store information on mobile In-Store Special offers on mobile In-Store contact a sales person Barcode scan QR code scan Product scan Payment Connected devices in store Return in store Exchange in store Main omnichannel features & services The 5 top features & services 1.  Store locator. 2.  Return product in store. 3.  Exchange product in store. 4.  Click & Collect. 5.  Check in-store product availability New innovative features and services include Book an appointment in store, reserve & collect, connected devices in store and In-store features on mobile (ie. payment, special offers to be redeemed in store, in-store information, QR code scan, possibility to contact a sales person) . Click & collect and return in store hasn’t increased since 2014.
  • 132. Key figures ©iVentures Consulting 2015 132 Main omnichannel features & services by region 100% 42% 36% 6% 19% 14% 14% 6% 36% 14% 8% 19% 8% 64% 56% 100% 37% 42% 12% 19% 0% 2% 0% 30% 30% 5% 2% 9% 42% 42% 0% 20% 40% 60% 80% 100% Store locator Availability of product in store on the site Click & collect Reserve & collect Book an appointment in store In-Store information on mobile In-Store Special offers on mobile In-Store contact a sales person Barcode scan QR code scan Product scan Payment Connected devices in store Return in store Exchange in store USA Europe Click & Collect and Reserve & Collect are more developed in Europe than in the US. In-store product return and exchange are still more readily available in the US than in Europe. In-store mobile features such as store information, special offers, payment, are more frequent in the US than in Europe. OMNICHANNEL
  • 133. Key figures ©iVentures Consulting 2015 In-store return by sector •  Click & Collect is provided the most by multi-sector and Electronics players. •  Reserve & Collect is rarer, mainly proposed by Electronics and Fashion sectors. •  Connected devices in store mainly concern Multi-sector players. •  In-store return is mainly offered by multi- sector, Electronics sectors and Fashion. •  Luxury, Cosmetics and Fashion (to a lesser extent) players are much less omnichannel mature. 133 Click & Collect Vs. reserve & collect by sector Connected devices in store by sector OMNICHANNEL 31% 24% 92% 17% 86% 42% 12% 0% 15% 0% 29% 9% 0% 20% 40% 60% 80% 100% Fashion Luxury Multi-sector Perfumes & Cosmetics Others * All sectors Click & collect Reserve & collect 54% 24% 92% 33% 86% 52% 0% 20% 40% 60% 80% 100% Fashion Luxury Multi-sector Perfumes & Cosmetics Others * All sectors 5% 5% 27% 0% 0% 9% 0% 10% 20% 30% 40% 50% Fashion Luxury Multi-sector Perfumes & Cosmetics Others * All sectors * Other sectors: Electronics, Books, Toys, Design & Furniture
  • 134. Key learnings ©iVentures Consulting 2015 •  Online -  Presence of a store locator on the site and on mobile. •  In-store services -  In-store return. -  In-store exchange. BA SICS DIFFERENTIATORS Macy’s touchscreen in store •  Online -  Check in-store product availability on the website and mobile. -  Click & collect and/ or Reserve & Collect. -  Possibility to book an appointment in store (for advices etc.). •  In-store mobile features -  Barcode and/ or QR scan . -  Payment (Apple Pay etc.). -  In-store information (maps, events, amenities etc.). -  In-store offers to be redeemed in stores. -  Possibility to contact a sales person. •  In-store service -  Connected devices in store to check product availability in stores and /or order products. OMNICHANNEL GOODIES •  Product scan on mobile to access product page or similar products, see video or advertising. 134
  • 135. Best practice ©iVentures Consulting 2015 RICH AND COMPLETE OMNICHANNEL EXPERIENCE •  Online -  Efficient and easy-to-use store locator. -  Check in-store product availability. -  Click & collect. -  Book an appointment for exclusive advice. -  Coupons available online and in-store. •  In-store service -  Return a product in store. -  Tablets and touchscreens available to discover and search for product information, check product availability … •  In-store mobile features -  Indoor turn-by-turn mapping navigation. -  Mobile offers to be redeemed in store. -  Barcode and QR codes scan for more information about products or promotions. -  Image search: take or upload a photo and search among thousands of products online to find similar products. -  Payment possible with Macy’s credit card. 135 Macy’s touchscreen in store OMNICHANNEL Macy’s in-store product availability feature on mobile
  • 136. Best practice ©iVentures Consulting 2015 RICH SHOPPING EXPERIENCE IN STORE 136 Apple app’s welcome message in-store OMNICHANNEL Apple’s Easypay on mobile •  Online -  Efficient and easy-to-use store locator. -  Check in-store product availability. -  Click & collect. -  Possibility to make a reservation for Genius Bar, workshops & events and One-to-One. •  In-store service -  Return a product in store. -  Devices available for product testing and to search for information on Apple products. •  In-store mobile features -  Contact a salesperson in store. -  In-store information and reservations: events & workshop, check waiting time on the Genius Bar line or for a training session. -  Payment via the mobile app in store. -  Get more product information in store by scanning barcodes with Easypay.
  • 137. Worst practice ©iVentures Consulting 2015 NO OMNICHANNEL STRATEGY •  No Click & Collect or Reserve & Collect . •  In-store returns not possible for online purchases, due to technical and organization issues (ie. Screenshot). •  No possible in-store exchange. 137 C&A’s return in store policy OMNICHANNEL
  • 138. To learn more about your detailed performance and the eShopper Index ©iVentures Consulting 2015 CONTACT US eShopperindex@iventures-consulting.com www.iventures-consulting.com/eshopper-index | www.facebook.com/IventuresConsulting | @iVenturesC Paris Christophe Biget Partner +33 (0)1 70 08 06 60 @cbiget 7/11 rue de l’Yvette 75016 Paris Aurelia Ammour Partner +1 (415) 315-9654 @aammour 1714 Lombard Street San Francisco CA 94123 San Francisco 138
  • 139. ©iVentures Consulting 2015 139 iVentures Consulting is a Management Consulting boutique dedicated to Digital transformation and Ecommerce & Omnichannel Strategy, founded in 2005 by Aurélia Ammour and Christophe Biget and based in Paris and San Francisco. iVentures Consulting mainly works in Fashion, Luxury, Beauty, Retail, Travel and Media & entertainment. •  Digital transformation: digital integration in all aspects of business •  E-Commerce & Omnichannel audit and strategy definition •  Support to implementation •  Partnership with startup ecosystem CO NS U LTI N G •  E-Shopper Index: Ranking & Analysis of leading companies’ E- Commerce performances all along the customer journey •  Deep dive analysis: E-Commerce & Omnichannel performances optimization BUSINESS INTELLIGENCE •  Training •  Digital academy •  Reverse mentoring •  Learning trips DIGIT A L SKILL DEVEL OPMENT MAIN C LIEN T S Fashion & Luxury: Baccarat, Boucheron, Celine, Esprit, Givenchy, Kering Group, Lacoste, LVMH Group, Loewe, Moet Hennessy, Vilebrequin. Beauty: Diptyque, Feelunique.com, Lancôme, L’Oréal Paris, Nocibé, Paco Rabanne, Puig, Sephora, Yves Rocher. Retail: Carrefour, Darty, Fnac, Stokomani, Tati, Truffaut. Travel : Ada, Aéroport de Paris, Air France, Liligo.com. Voyages-sncf.com, SNCF. Media & Entertainment: AFP, Curse.com, IsCool Entertainment, Le Monde, Micromania/ Gamestop. Others: Alstom, Areva, BNP Paribas, Ducati, EDF, GMF, Groupama, Icade, Société Générale, Saint Gobain, SC Johnson, Suez, Total , Véolia. About iVentures Consulting