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2 0 1 2 / 2 0 1 3   e Ta i l   E u r o p e   T r e n d   R e p o r t
etail   2012/2013   benchmarking   report




Table of Contents
About this Report	                               3
Study Results	                                   4
About WBR	                                       10
About eTail Europe	                              11
Be a Part of eTail Europe 2013, Register Now!	   12



The goal of the 2012/2013 eTail Europe Trend Report is
to establish an industry benchmark
for digital marketers at multi-channel retail companies
in Europe or with international business presence
etail      2012/2013           benchmarking                  report




   “As always it’s full of interesting
people and subject matters. For us,
                                            About this Report
  it’s the exact location and crowd         The team behind Worldwide Business Research’s eTail Europe conference – with help from
   we would like to address and be          an advisory board of senior-level executives from international retail companies – created
                                            a benchmarking questionnaire distributed to eTail Europe’s 2012 audience of multi-channel
     [around] and will definitely be        retail marketers. The survey was distributed at the London conference, where more than
                   there next year!”        115 marketing executives from retail brands answered questions about what channels were
                                            growing, the challenges of internationalization and mobile commerce, and more.
      Nile Younis, Sales Manager/Business
       Development EMEA, Global Collect     “Very clearly the biggest hurdle in Ecommerce remains change [and] change
                                            management,” said Thilo Bendler, VP, Otto Group, in his analysis of the results of the
                                            following report. Otto Group is a worldwide retail trust with 11.6 billion EUR revenues from 123
                                            companies. “For most this is the unwillingness to change within the companies and less
                                            from the consumer side,” Bendler continued.

                                            The goal of the survey was to understand where digital marketers in Europe (or those
                                            looking to expand to Europe) stand on some of the retail industry’s biggest issues. The
                                            report also delivers analysis of the revealed trends from executives at companies like
                                            Forrester Research, Schuh and Waitrose. Results to this study determine trends and
                                            marketing successes, as well as areas in need of further development and investigation in
                                            the multi-channel retail market across Europe.

                                            The roles of those answering the questionnaire ranged from Chief Marketing Officer to
                                            President to SVP of Direct Marketing and Manager of Social Media Marketing, to name a
                                            few. Respondents represented companies like House of Fraser, Vonage, Hotels.com, Tesco,
                                            TopMan and more.

                                            See how your firm compares to your peers and competitors by viewing the results and
                                            analysis throughout this report. Results begin on page four.
etail     2012/2013      benchmarking report

1      What do you see as the
     biggest growth area for
    online retailers in general
     over the next 24 months?                           10%                          37%                           54%
                                                        Social                     International                   Mobile
                                                        Media                         Growth




                                                                                  The majority of those surveyed say mobile as
                                                                                  the biggest growth area for online retailers,
                                                                                  though international growth was a close second
2                                                                                 with many retailers viewing that as a potential
           What are the biggest                            41%                    for investment in the next one to two years.

           barriers the industry                           Too many choices

             faces in the next 24                                             32%
                        months?                                               Cost of technology

                                                                                                   27%
                                                                                                   People’s willingness to change




“I don’t know why 41% of respondents might see
too much choice as a barrier to progress in the
industry, but some people cannot prioritise.”
                                          Sean McKee,
       Head of Ecommerce and Customer Services, Schuh
etail   2012/2013       benchmarking            report


3 Which of the following
     channels do you think
    will change the most in
        the next 24 months?
                                                              22% SOCIAL MEDIA
                                                              27% TELEVISION
                                                              51% MOBILE
    European retailers see mobile as not only the                         “On what mediums will change over the next 24
    biggest growth opportunity, but also the area                         months, I’m not surprised to see mobile as the biggest
    that will change the most in the next one to                          but I think that Internet TV will really start to take
    two years                                                             hold during this period – and also that it will be used
                                                                          increasingly in tandem with tablets in the home.”
                                                                                     Robin Phillips, Director of Ecommerce, Waitrose


4        Where do you think
          will be the biggest
      international growth                          72%                 17%                    9%                       3%
          area in the next 24                       Asia                 Latin
                                                                        America
                                                                                              Western
                                                                                              Europe
                                                                                                                         US

                    months?

                                                      When asked which countries or regions had the most potential for growth
                                                      for retail in the coming 24 months, online retailers overwhelmingly chose
                                                      Asia. Latin America was the next choice, but only 17% chose this region
                                                      while 72% chose Asia.
etail    2012/2013   benchmarking       report

5         For what purpose do
          you find social media
               most beneficial?                         37%        Customer Service


                                                        30%        CRM Strategy
    “I don’t see enough good social CRM
    technology to actually see CRM as an end

                                                        26%
    goal. There are a few options, but very
    expensive and still require moderate tech                      Customer
    know-how for now.”
                          Xavier de Lecaros-Aquise,
                                                                   Acquisition
              Co-Founder/COO, Girl Meets Dress.com



                                                          7%       Sales
                                                                   Channel
                                                                                      While Twitter and Pinterest are
                                                                                      certainly gaining ground with
                                                                                      online retailers, Facebook still
                                                                                      dominates, with 64% of retailers
6      Which social platform                                                          saying that it will continue to be
                                                                                      the most significant for the next
           do you think will be                                                       one to two years.
          the most significant
         for retail in the next
        24 months, in terms of
      influence over revenue
                and/or profit?

                                                        4%             14%               18%                64%
                                                      Foursquare       Twitter           Pinterest          Facebook
“Social initiatives need to get more
sophisticated if they are really going to
drive sales. While social media marketing
campaigns are a common component of any
marketing strategy now, social selling has
still yet to make a mark. Social initiatives
need to become more product-specific,
building on the social merchandising
approaches that leaders such as Marks
and Spencer and French Connection have
adopted.”
                                      Martin Gill,
Principal Analyst, Ecommerce and Channel Strategy,
                               Forrester Research
etail    2012/2013     benchmarking           report
                                                           80% of retailers
7                 Which of the                             surveyed predict
                                                           that consumers
               following will                             will use mobile
                                                          devices mostly
           consumers be most                              for social media
        inclined to use mobile                            and online
                                                          shopping over the
          devices for over the                            next 24 months.
              next 24 months?
     “Although mobile buyers are still early
     adopters right now, and may only
     represent a tiny portion of overall sales
     at least for the next couple of years, many
     e-Business executives are reporting a
     significant uplift in traffic to their sites
     from mobile devices. Mobile will rapidly
     become a core touch point for shoppers
     as they browse and explore products.

                                                                      2%         17%            39%              41%
     Revenue alone cannot be taken as an
     indicator of importance.”
              Martin Gill, Principal Analyst, Forrester               Scanning   Mobile         Online           Social Media
                                                                      Products   Payment        Shopping
                                                                      in Store

8        What is your biggest
       challenge in terms of                              41% Logistics
    international expansion?
                                                          32% Regulations, Taxes, Tariffs, etc.

                                                          18% Marketing
                                                                                           The biggest challenge for retailers wanting
                                                                                           to expand internationally continues to be
                                                          8% Payment                       logistics. 41% of those surveyed said they
                                                                 Systems
                                                                                           still struggle with it. 32% said regulations
                                                                                           and taxes are the biggest hurdles to
                                                                                           international expansion.
etail     2012/2013     benchmarking           report


9             Where are you                                            64%
         currently focusing
     your mobile efforts and
                 resources?
                                                                                         14%                 14%                8%
                                                                    Mobile Site       Tablet Site     Linking The Mobile       App
                                                                   Development       Development       Experience with     Development
                                                                                                          the In-Store
                                                                                                          Experience

10          How long do you
        think it will be before
           the industry sees a                                                    15%                         3%
                                                                                  12 Months                   5 Years
     mainstream uptake in NFC,
       cloud or other mobile                                                                                                   53%
             payments at POS?                                    29%                                                           24 Months
                                                                 36 Months
      “I think mobile will increasingly blur the
      distinction between traditional in-store
      retailing and online retailing. As smartphones
      become enabled with payment [technology],
      customers will increasingly incorporate them
      into their repertoire of shopping missions and
      will be disappointed if retailers don’t facilitate
      for them across all their channels. I think what
      this will drive retailers to do is to develop
      a single view of the customer across all
      channels and be able to recognise and reward
      their loyalty at all touch points.”
               Robin Phillips, Director of Ecommerce, Waitrose



                                         said that it will
The large majority of retailers surveyed
                                        il industry sees
take at least 24 months before the reta
                                       the point of sale.
an uptake in mobile payment types at
etail     2012/2013         benchmarking                  report




                                                                                                   About WBR
“The meeting has been                  “A really interesting
great. I met with a lot of my          assortment of information,
vendors, and being a B2B               speakers and suppliers to
company, it has been fantastic         convert a wide breadth of
collaborating with B2C                 innovation in the Ecommerce                                 WBR is the world’s biggest large-scale conference
companies to compare and               world.”                                                     company and part of the PLS group, one of the world’s
contrast!”                                             Hayley Meenan-Wilkin,                       leading providers of strategic business intelligence
                     Daniel Peters,                  Head of Web Operations,
                                                                                                   with 16 offices worldwide. Our conference divisions
  Onsite Marketing Manager Europe,                                Tesco.com
                                                                                                   consistently out-perform their industry sector
                      Office Depot
                                                                                                   competitors on the quality of the events we produce
                                                                                                   and the relationships we nurture with both attendees
“As always it’s full of interesting people and subject matters.                                    and sponsors. Every year over 10,000 senior executives
For us, it’s the exact location and crowd we would like to                                         from Fortune 1,000 companies attend over 100 of our
address and be [around] and will definitely be there next year!”                                   annual conferences – a true “Who’s Who” of today’s
    Nile Younis, Sales Manager/Business Development EMEA, Global Collect                           corporate world. From Automotive events in Bucharest to
                                                                                                   Logistics conferences in Arizona to Luxury conferences
                                                                                                   in New York and Finance summits in Hong Kong, WBR
                                                                                                   is dedicated to exceeding the needs of its customers
                                                                                                   around the world. In addition to our industry leading
                                                                                                   conferences, our professional services marketing
                                                                                                   division, WBR Digital, connects solution providers to their
                                                                                                   target audiences with year-round online branding and
                                                                                                   engagement lead generation campaigns.




          w w w. e t a i l e u r o p e . c o m • e t a i l e u r o p e @ w b r e s e a r c h . c o m • + 4 4 2 07 3 6 8 9 5 9 0
About eTail Europe
    eTail is the premier Ecommerce event in              In just three days, attendees will learn to create a consistent and personal experience
    Europe, featuring 60 sessions and 400+               across all channels, enhance their conversion rates, improve customer loyalty,
        senior level attendees in the UK and             and drive sales. The complete agenda, list of speakers and registration details are
                     European retail market.             available at www.etaileurope.com.




“I’ve been coming to eTail Europe for
four years now. It is the best conference
of its kind. With the thought leadership
and senior level of the attendees, it is
the best Ecommerce event out there!”
   Vincent Potier, Managing Director, Vonage



                  w w w. e t a i l e u r o p e . c o m • e t a i l e u r o p e @ w b r e s e a r c h . c o m • + 4 4 2 07 3 6 8 9 5 9 0
24 – 26 June, 2013,
        QEII Conference Centre,
        London




Want to be a part
  of next year’s
                                     Click here to Register Now!*                                                   GO
   eTail Europe                   Why else should you attend
                                  eTail Europe 2013?
 Trend Report?                    4 After hearing more thanto come backfrom more than 60 retail
                                                            50 sessions
                                    speakers, you’re bound               with something that can
  Make sure you’re                      help your business.

  there in 2013                   4 With 26 countries represented at the conference in 2012, it’s a truly
                                        international event where you’ll learn to rethink your marketing
                                        strategies.

                                  4 93%think thatattendees saidlike it in recommend it to colleagues.
                                    We
                                        of 2012
                                                  means you’ll
                                                                 they’d
                                                                          2013 too.
                                  *Call our customer services team to get the best available discounts for your firm at + 44 2 07 368 9590, or email us at etaileurope@wbresearch.com

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The eTail European Ecommerce Trends Report

  • 1. 2 0 1 2 / 2 0 1 3 e Ta i l E u r o p e T r e n d R e p o r t
  • 2. etail 2012/2013 benchmarking report Table of Contents About this Report 3 Study Results 4 About WBR 10 About eTail Europe 11 Be a Part of eTail Europe 2013, Register Now! 12 The goal of the 2012/2013 eTail Europe Trend Report is to establish an industry benchmark for digital marketers at multi-channel retail companies in Europe or with international business presence
  • 3. etail 2012/2013 benchmarking report “As always it’s full of interesting people and subject matters. For us, About this Report it’s the exact location and crowd The team behind Worldwide Business Research’s eTail Europe conference – with help from we would like to address and be an advisory board of senior-level executives from international retail companies – created a benchmarking questionnaire distributed to eTail Europe’s 2012 audience of multi-channel [around] and will definitely be retail marketers. The survey was distributed at the London conference, where more than there next year!” 115 marketing executives from retail brands answered questions about what channels were growing, the challenges of internationalization and mobile commerce, and more. Nile Younis, Sales Manager/Business Development EMEA, Global Collect “Very clearly the biggest hurdle in Ecommerce remains change [and] change management,” said Thilo Bendler, VP, Otto Group, in his analysis of the results of the following report. Otto Group is a worldwide retail trust with 11.6 billion EUR revenues from 123 companies. “For most this is the unwillingness to change within the companies and less from the consumer side,” Bendler continued. The goal of the survey was to understand where digital marketers in Europe (or those looking to expand to Europe) stand on some of the retail industry’s biggest issues. The report also delivers analysis of the revealed trends from executives at companies like Forrester Research, Schuh and Waitrose. Results to this study determine trends and marketing successes, as well as areas in need of further development and investigation in the multi-channel retail market across Europe. The roles of those answering the questionnaire ranged from Chief Marketing Officer to President to SVP of Direct Marketing and Manager of Social Media Marketing, to name a few. Respondents represented companies like House of Fraser, Vonage, Hotels.com, Tesco, TopMan and more. See how your firm compares to your peers and competitors by viewing the results and analysis throughout this report. Results begin on page four.
  • 4. etail 2012/2013 benchmarking report 1 What do you see as the biggest growth area for online retailers in general over the next 24 months? 10% 37% 54% Social International Mobile Media Growth The majority of those surveyed say mobile as the biggest growth area for online retailers, though international growth was a close second 2 with many retailers viewing that as a potential What are the biggest 41% for investment in the next one to two years. barriers the industry Too many choices faces in the next 24 32% months? Cost of technology 27% People’s willingness to change “I don’t know why 41% of respondents might see too much choice as a barrier to progress in the industry, but some people cannot prioritise.” Sean McKee, Head of Ecommerce and Customer Services, Schuh
  • 5. etail 2012/2013 benchmarking report 3 Which of the following channels do you think will change the most in the next 24 months? 22% SOCIAL MEDIA 27% TELEVISION 51% MOBILE European retailers see mobile as not only the “On what mediums will change over the next 24 biggest growth opportunity, but also the area months, I’m not surprised to see mobile as the biggest that will change the most in the next one to but I think that Internet TV will really start to take two years hold during this period – and also that it will be used increasingly in tandem with tablets in the home.” Robin Phillips, Director of Ecommerce, Waitrose 4 Where do you think will be the biggest international growth 72% 17% 9% 3% area in the next 24 Asia Latin America Western Europe US months? When asked which countries or regions had the most potential for growth for retail in the coming 24 months, online retailers overwhelmingly chose Asia. Latin America was the next choice, but only 17% chose this region while 72% chose Asia.
  • 6. etail 2012/2013 benchmarking report 5 For what purpose do you find social media most beneficial? 37% Customer Service 30% CRM Strategy “I don’t see enough good social CRM technology to actually see CRM as an end 26% goal. There are a few options, but very expensive and still require moderate tech Customer know-how for now.” Xavier de Lecaros-Aquise, Acquisition Co-Founder/COO, Girl Meets Dress.com 7% Sales Channel While Twitter and Pinterest are certainly gaining ground with online retailers, Facebook still dominates, with 64% of retailers 6 Which social platform saying that it will continue to be the most significant for the next do you think will be one to two years. the most significant for retail in the next 24 months, in terms of influence over revenue and/or profit? 4% 14% 18% 64% Foursquare Twitter Pinterest Facebook
  • 7. “Social initiatives need to get more sophisticated if they are really going to drive sales. While social media marketing campaigns are a common component of any marketing strategy now, social selling has still yet to make a mark. Social initiatives need to become more product-specific, building on the social merchandising approaches that leaders such as Marks and Spencer and French Connection have adopted.” Martin Gill, Principal Analyst, Ecommerce and Channel Strategy, Forrester Research
  • 8. etail 2012/2013 benchmarking report 80% of retailers 7 Which of the surveyed predict that consumers following will will use mobile devices mostly consumers be most for social media inclined to use mobile and online shopping over the devices for over the next 24 months. next 24 months? “Although mobile buyers are still early adopters right now, and may only represent a tiny portion of overall sales at least for the next couple of years, many e-Business executives are reporting a significant uplift in traffic to their sites from mobile devices. Mobile will rapidly become a core touch point for shoppers as they browse and explore products. 2% 17% 39% 41% Revenue alone cannot be taken as an indicator of importance.” Martin Gill, Principal Analyst, Forrester Scanning Mobile Online Social Media Products Payment Shopping in Store 8 What is your biggest challenge in terms of 41% Logistics international expansion? 32% Regulations, Taxes, Tariffs, etc. 18% Marketing The biggest challenge for retailers wanting to expand internationally continues to be 8% Payment logistics. 41% of those surveyed said they Systems still struggle with it. 32% said regulations and taxes are the biggest hurdles to international expansion.
  • 9. etail 2012/2013 benchmarking report 9 Where are you 64% currently focusing your mobile efforts and resources? 14% 14% 8% Mobile Site Tablet Site Linking The Mobile App Development Development Experience with Development the In-Store Experience 10 How long do you think it will be before the industry sees a 15% 3% 12 Months 5 Years mainstream uptake in NFC, cloud or other mobile 53% payments at POS? 29% 24 Months 36 Months “I think mobile will increasingly blur the distinction between traditional in-store retailing and online retailing. As smartphones become enabled with payment [technology], customers will increasingly incorporate them into their repertoire of shopping missions and will be disappointed if retailers don’t facilitate for them across all their channels. I think what this will drive retailers to do is to develop a single view of the customer across all channels and be able to recognise and reward their loyalty at all touch points.” Robin Phillips, Director of Ecommerce, Waitrose said that it will The large majority of retailers surveyed il industry sees take at least 24 months before the reta the point of sale. an uptake in mobile payment types at
  • 10. etail 2012/2013 benchmarking report About WBR “The meeting has been “A really interesting great. I met with a lot of my assortment of information, vendors, and being a B2B speakers and suppliers to company, it has been fantastic convert a wide breadth of collaborating with B2C innovation in the Ecommerce WBR is the world’s biggest large-scale conference companies to compare and world.” company and part of the PLS group, one of the world’s contrast!” Hayley Meenan-Wilkin, leading providers of strategic business intelligence Daniel Peters, Head of Web Operations, with 16 offices worldwide. Our conference divisions Onsite Marketing Manager Europe, Tesco.com consistently out-perform their industry sector Office Depot competitors on the quality of the events we produce and the relationships we nurture with both attendees “As always it’s full of interesting people and subject matters. and sponsors. Every year over 10,000 senior executives For us, it’s the exact location and crowd we would like to from Fortune 1,000 companies attend over 100 of our address and be [around] and will definitely be there next year!” annual conferences – a true “Who’s Who” of today’s Nile Younis, Sales Manager/Business Development EMEA, Global Collect corporate world. From Automotive events in Bucharest to Logistics conferences in Arizona to Luxury conferences in New York and Finance summits in Hong Kong, WBR is dedicated to exceeding the needs of its customers around the world. In addition to our industry leading conferences, our professional services marketing division, WBR Digital, connects solution providers to their target audiences with year-round online branding and engagement lead generation campaigns. w w w. e t a i l e u r o p e . c o m • e t a i l e u r o p e @ w b r e s e a r c h . c o m • + 4 4 2 07 3 6 8 9 5 9 0
  • 11. About eTail Europe eTail is the premier Ecommerce event in In just three days, attendees will learn to create a consistent and personal experience Europe, featuring 60 sessions and 400+ across all channels, enhance their conversion rates, improve customer loyalty, senior level attendees in the UK and and drive sales. The complete agenda, list of speakers and registration details are European retail market. available at www.etaileurope.com. “I’ve been coming to eTail Europe for four years now. It is the best conference of its kind. With the thought leadership and senior level of the attendees, it is the best Ecommerce event out there!” Vincent Potier, Managing Director, Vonage w w w. e t a i l e u r o p e . c o m • e t a i l e u r o p e @ w b r e s e a r c h . c o m • + 4 4 2 07 3 6 8 9 5 9 0
  • 12. 24 – 26 June, 2013, QEII Conference Centre, London Want to be a part of next year’s Click here to Register Now!* GO eTail Europe Why else should you attend eTail Europe 2013? Trend Report? 4 After hearing more thanto come backfrom more than 60 retail 50 sessions speakers, you’re bound with something that can Make sure you’re help your business. there in 2013 4 With 26 countries represented at the conference in 2012, it’s a truly international event where you’ll learn to rethink your marketing strategies. 4 93%think thatattendees saidlike it in recommend it to colleagues. We of 2012 means you’ll they’d 2013 too. *Call our customer services team to get the best available discounts for your firm at + 44 2 07 368 9590, or email us at etaileurope@wbresearch.com