International perspectives on building a digital-first culture inside your organization
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Flavio Dias, Chief Digital Office, Via Varejo; Matteo Molon, Head of eCommerce & CRM, Calzedonia Group; Alberton Serrentino, Founding Partner, Varese Retail
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International perspectives on building a digital-first culture inside your organization
- 1. International perspectives on building a digital-first culture inside your organization Flavio Dias, Chief Digital Officer, Via Varejo Matteo Molon, Head of eCommerce & CRM, Calzedonia Group Alberton Serrentino, Founding Partner, Varese Retail
- 2. Alberto Serrentino Founder, Varese Retail Flavio Dias Chief Digital Officer, Via Varejo Matteo Molon Head of eCommerce & CRM Calzedonia Group
- 3. Customers do not establish relationships or shop from channels, they buy from brands
- 4. Digital transformation is not about technology change. It is about changing the way people use technology and how the organization is designed to engage them
- 5. Strategic priority – top down + Organization design, management model, metrics, compensation + Data driven, mobile first + Velocity, prototyping, ”imperfection” + Collaboration + Consumers obsession and frictionless experiences = Digital-FirstCulture = Engagement
- 6. One area where I think we are especially distinctive is failure. I believe we are the best place in the world to fail (we have plenty of practice!), and failure and invention are inseparable twins. Jeff Bezos (Letter to Shareholders, 2016) How do you keep the vitality of Day 1, even inside a large organization? Here’s a starter pack of essentials for Day 1 defense: customer obsession, a skeptical view of proxies, the eager adoption of external trends, and high-velocity decision making Jeff Bezos (Letter to Shareholders, 2017)
- 9. Via Varejo Digital Journey
- 10. Multichannel customers = Higher Spending STORES ONLINE +216% 2x MULTICHANNEL +62% Viavarejo customers yearly spending in 2017
- 11. In store pick up reduces cost to serve 100 65 8 SHIP TO HOME RRS SHIP TO STORE IN STORE STOCK DELIVERY TIME 5 days 48h to 72h <24h SHIPPING FEE PAID FREE FREE
- 12. Click and Collect evolution in 2017 8.4% 9.3% 12.6% 13.4% 18.7% 17.8% 22.0% 23.5% 24.2% Jan Fev Mar Abr Mai Jun Jul Ago Set +271% TAKEUPRATE(# ORDERS) 10% STORE INVENTORY 57% STORE INVENTORY Jan Feb Mar Apr May June July Aug Sep
- 13. Big Data, Advanced Analytics and CRM + INTERNAL DATA EXTERNAL DATA LOJAS WEB APPS CUSTOMER SERVICE SOCIAL NETWORKS PRODUCTSDEMOGRAPHICS EVENTS ORDERS TARGETED CAMPAIGNS BANKSSERVICES CREDIT
- 14. From pipeline to Platform DEMAND SUPPLY CUSTOMERSERVICES LISTS BUYERS SELLERSSOLUTIONS ADS SELLERS PRODUCTS ANS SERVICES PRODUCTS AND SERVICES FINANCIALSERVICES LOYALTY&INCENTIVE CLICKANDCOLLECT FULFILLMENT
Editor's Notes
- 25% of what we sell online is now picked up at a stores. Nearly 60% of that it is coming out of the store inventory. And we expect those numbers to continue to grow very rapidly.