1. OmniCanal
Prêt-à-Porter & Luxe
9 Stratégies Gagnantes
©Stephany Gochuico
@stephgo77

2. Sommaire
 Retail OmniCanal, c’est quoi ?
 Comportement des consommateurs OmniCanal
 9 Stratégies Gagnantes pour l’OmniCanal
 Meilleures Enseignes "OmniCanal"
 Les plus Grandes Marques de Luxe dans le monde
 Les marques de Luxe, devraient-elles devenir
"OmniCanal" ?
 Comportement des Consommateurs Fortunés
 Comment réussir l’OmniCanal ?

3. OmniCanal
Omni :- préfixe référant à tout
Canal :- ensemble des moyens et
de lieux de distribution d’un produit

4. Pourquoi l’OmniCanal ?

5. Les consommateurs sont…
SO
SOCIAL
LO
LOCAL
MO
MOBILE

6. Les consommateurs font…
Photo courtesy: Quarticon.com

7. Les consommateurs achètent…
AT
ANY TIME
AW
ANY WHERE
AD
ANY DEVICE

8. Comportement des
Consommateurs

9. 9
Source: Accenture “Seamless Retailing Research Study 2014”
Showrooming… Webrooming…

10. 10
Source: Google “The New Multi-Screen World: Understanding Cross-platform Consumer Behaviour,” August 2012, 15738 respondents

11. 11
Source: Google “The New Multi-Screen World: Understanding Cross-platform Consumer Behaviour,” August 2012, 1611 respondents.

12. 12
Source: Google “The New Multi-Screen World: Understanding Cross-platform Consumer Behaviour,” August 2012.

13. 13
Source: Ipsos OTX/Google 2012 Holiday Shopping Intentions Survey, 1500 respondents.

14. 14
Source: Ipsos OTX/Google 2012 Holiday Shopping Intentions Survey, 1500 respondents

15. 15
Source: Forrester Research “European Technographics® Consumer Technology Online Survey”, Q4 2012

16. 16
Photo Courtesy: National Retail Federation “Mobile Retail Initiative”, 2011
Retail OmniCanal

17. 17
Retail OmniCanal

18. 18
Retail OmniCanal

19. 9 Stratégies Gagnantes
pour l’OmniCanal

20. 20
©Stephany Gochuico

21. OmniRetail Matrix1 : Stratégie
21
©Stephany Gochuico

22. Stratégie #1 : Client
22
“
”
There is only one boss. The customer.
And he can fire everybody in the
company from the chairman on down,
simply by spending his money
somewhere else.
-Sam Walton, Founder of Wal-Mart Stores Inc.

23. Stratégie #2 : Organisation Transversale
23

24. Équipes Web, Mobile & Magasins sont AMIS
24

25. Gestion des retours commandes entre AMIS
25

26. Stratégie #3 : Centraliser les données
26
#1 Clients
#3 Stocks
#2 Références produits

27. 27
Source: Vandelay Sales
Stratégie #4 :
Gestion des stocks en temps réel avec RFID

28. RFID : Radio Frequency Identification
Réseau
Internet
Étiquette RFID
(antenne & puce)
Lecteur RFID
(émetteur &
récepteur radio)
Serveur de
base de données
Autres bases de données
Encapsulation
(packaging de
l’étiquette RFID)

29. Source: L2 Intelligence Report & Richrelevance
“OmniChannel Retail” 30 July 2014
% des Enseignes qui utilisent la RFID

30. 30
Enseignes qui ont une visibilité temps réel
sur les stocks en magasin

31. 31
Stratégie #5 :
Optimisation de l’éxecution des commandes
Source: Forna

32. 32
RETAIL
DISTRIBUTION
CENTER
E-COMMERCE/MOBILE
DISTRIBUTION
CENTER
Éxecution des commandes en SILO

33. 33
RETAIL
DISTRIBUTION
CENTER
E-COMMERCE/MOBILE
DISTRIBUTION
CENTER
*SHIP
FROM
STORE
Éxecution des commandes OmniCanal
*Expédier depuis le magasin.

34. 34
versus
>50 km distance
0-5 km distance
E-COMMERCE/MOBILE
DISTRIBUTION
CENTER
Solution OmniCanal :
Expédier depuis le magasin
Source: Stephany Gochuico

35. Proposer aux Clients OmniCanal
des options de commande
Source: New Look website

36. Click&Collect : immédiat, économique
Source: New Look website

37. Click&Collect : rassurant

38. 38
Stratégie #6 : Progamme de Fidélisation

39. 39
*Source: Deloitte National Research Survey and Loyalogy “Loyalty Plus Research Study” Jan 2013
88%
of businesses with loyalty programs
are more profitable than their
competitors who do not use this
solution.*

40. 40
Source: Demand Metric Benchmark Report “Employee Engagement: Revenue Growth Strategy for 2014” Dec 2013
L’Engagement élevé des employés =
l’Accroissement de la fidélité des clients

41. 41
Source: Maxxing
Stratégie #7 : Campagnes OmniCanal

42. Stratégie #8 (OmniRetail Matrix2) :
Canaux Online/Offline
42
©Stephany Gochuico

43. 43
Source: NBS System “Benchmark of E-Commerce Solutions” June 2013
C.A. > €15M > €15M > €150M > €15M > €15M <€1.5M<€15M
Plateformes E-commerce
avec des capacités OmniCanal

44. 44
Source: Monetate & Business Insider “How Retailers And E-Commerce Sites are Driving Sales by Getting More Socail” 25 March 2014
Email
Search
Social

45. 45
Source: AddShoppers & Market Realist “Must-know: Why social networks are influencing e-commerce sales,” 26 September 2014.
Social Commerce

46. 46
Source: conversationprism.com

47. If you make customers unhappy in the physical world,
they might each tell 6 friends.
If you make customers unhappy on the Internet,
they can each tell 6,000 friends.”
-Jeff Bezos, CEO of Amazon
47
Social Commerce
“

48. 48
Écosystème du M-commerce

49. 49
VERO MODA
QR Code Fashion Store

50. 50
HOINTER QR Code Jeans Store

51. 51
Digital In-Store

52. 52
4 Modèles du Digital In-Store
Source: Keyrus Management

53. Technologie iBeacon :
53
Source: Nitro Mobile Solutions
Maximiser les ventes OmniCanal

54. Défi : Vision 360° des données
54

55. Stratégie #9 (OmniRetail Matrix3) :
Technologie
55©Stephany Gochuico

56. 56
Les Enseignes doivent travailler
avec un Intégrateur de Systèmes

57. Meilleures Enseignes
“OmniCanal”

58. 58
Source: Retail Info Systems “OmniChannel Readiness,” October 2013
#1 Apple & Nordstrom 45.8% | #2 Macy’s 37.5% | #3 Walmart 33.3% | #4 Target & Best Buy 20.8%
Meilleures Enseignes OmniCanal (US)

59. 59
Source: Webcredible UK “Omni-Channel Customer Experience,” November 2012
#1 Burberry | #2 Waterstones | #3 Debenhams | #4 Topshop | #5 Harrods
#6 John Lewis | #7 Marks & Spencer | #8 Boots | #9 Next | #10 Ted Baker
Meilleures Enseignes OmniCanal (UK)

60. Les Plus Grandes
Marques de Luxe
dans le monde
Source: Forbes “World’s Most Valuable Luxury Brands” & Statista “Brand value of the leading 10 most valuable luxury brands worldwide in 2014”

61. Source: Forbes “World’s Most Valuable Luxury Brands” & Statista “Brand value of the leading 10 most valuable luxury brands worldwide in 2014”
FENDI (Rome)
Brand value $3.02 billion

62. Source: Forbes “World’s Most Valuable Luxury Brands” & Statista “Brand value of the leading 10 most valuable luxury brands worldwide in 2014”
COACH (New York)
Brand value $3.13 billion

63. Source: Forbes “World’s Most Valuable Luxury Brands” & Statista “Brand value of the leading 10 most valuable luxury brands worldwide in 2014”
RALPH LAUREN (New York)
Brand value $4.04 billion

64. Source: Forbes “World’s Most Valuable Luxury Brands” & Statista “Brand value of the leading 10 most valuable luxury brands worldwide in 2014”
BURBERRY (London)
Brand value $5.94 billion

65. Source: Forbes “World’s Most Valuable Luxury Brands” & Statista “Brand value of the leading 10 most valuable luxury brands worldwide in 2014”
TIFFANY & CO. (New York)
Brand value $5.16 billion

66. Source: Forbes “World’s Most Valuable Luxury Brands” & Statista “Brand value of the leading 10 most valuable luxury brands worldwide in 2014”
CHANEL (Paris)
Brand value $7.81 billion

67. Source: Forbes “World’s Most Valuable Luxury Brands” & Statista “Brand value of the leading 10 most valuable luxury brands worldwide in 2014”
CARTIER (Paris)
Brand value $8.94 billion

68. Source: Forbes “World’s Most Valuable Luxury Brands” & Statista “Brand value of the leading 10 most valuable luxury brands worldwide in 2014”
ROLEX (Geneva)
Brand value $9.08 billion

69. Source: Forbes “World’s Most Valuable Luxury Brands” & Statista “Brand value of the leading 10 most valuable luxury brands worldwide in 2014”
PRADA (Milan)
Brand value $9.98 billion

70. Source: Forbes “World’s Most Valuable Luxury Brands” & Statista “Brand value of the leading 10 most valuable luxury brands worldwide in 2014”
GUCCI (Florence)
Brand value $16.13 billion

71. Source: Forbes “World’s Most Valuable Luxury Brands” & Statista “Brand value of the leading 10 most valuable luxury brands worldwide in 2014”
HERMES (Paris)
Brand value $ 21.84 billion

72. Source: Forbes “World’s Most Valuable Luxury Brands” & Statista “Brand value of the leading 10 most valuable luxury brands worldwide in 2014”
LOUIS VUITTON (Paris)
Brand value $25.87 billion

73. Le Luxe doit être inaccessible.
Les marques de Luxe
doivent être
“anti-OmniCanal” aussi ?

74. Comportement des
Consommateurs Fortunés

75. 75Source: Google & Ipsos MediaCT “How Affluent Shoppers Buy Luxury Goods, A Global View”,
Quantitative 400 interviews per country, Qualitative 28 interviews overall, January – April 2013
Profils

76. 76Source: Google & Ipsos MediaCT “How Affluent Shoppers Buy Luxury Goods, A Global View”,
Quantitative 400 interviews per country, Qualitative 28 interviews overall, January – April 2013

77. 77Source: Google & Ipsos MediaCT “How Affluent Shoppers Buy Luxury Goods, A Global View”,
Quantitative 400 interviews per country, Qualitative 28 interviews overall, January – April 2013
Comment les enseignes atteindre
le mieux des clients fortunés ?

78. 78Source: Google & Ipsos MediaCT “How Affluent Shoppers Buy Luxury Goods, A Global View”,
Quantitative 400 interviews per country, Qualitative 28 interviews overall, January – April 2013
Des clients fortunés achètent comment ?

79. Comparatif comportemental
des différentes générations

80. Source: Barclays, University of Liverpool
Generation Y
= Millennials

81. Source: pewinternet.org
Millennials = Generation Y

82. Source:
pewinternet.org

83. Réponse :
Les marques de Luxe
doivent être “OmniCanal”.

84. Les marques de Luxe
“OmniCanal”

85. Source: L2 Intelligence Report & Richrelevance “OmniChannel Retail” 30 July 2014
propose aux clients
une visibilité temps réel sur les stocks en magasin

86. Source: xxx
a une visibilité temps réel
sur les stocks en magasin et un service Click&Collect

87. Source: Webcredible “Omni-Channel Customer Experience,” November 2012
Burberry Bespoke :
 Partage sur les réseaux sociaux
My Burberry
 Trench coat fait sur mesure avec
un outil Web interactif

88. Comment réussir
l’OmniCanal ?

89. Investissement de 100%
à chaque élément de stratégie

90. Proposer à chaque Client une expérience personnalisée
90Source: Capgemini Consulting “Digital Shopper Relevancy,” July 2012, 16000 respondents, 16 countries (Australia,
Brazil, Canada, China, Finland, France, Germany, India, Italy, Mexico, Russia, Spain, Sweden, Turkey, UK, USA).

91. 91
Source: RIS News Custom Research “OmniChannel Readiness”, October 2013
Développer des Capacités OmniCanal

92. 92
OmniCanal :
Cher… Difficile…
Énergivore… Très lent…
mais
Inévitable…

93. Retailers estimate they lose $65M (€47M)
for every billion dollars (€721M) in
revenue due to a lack of
OmniChannel readiness.”
“
Source: Retail Info Systems “OmniChannel Readiness,” October 2013

94. Différenciateur OmniCanal :
L’innovation en permanence
à tous les niveaux.
Source: Stephany Gochuico

95. Contact : Stephany GOCHUICO
Consultante OmniCanal / CrossCanal
95
Twitter : @stephgo77
E-mail : stephgo@rocketmail.com
Linkedin : www.linkedin.com/in/stephanygochuico
Merci pour votre attention.