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Beauty & the Beast
Fashion, Technology and the New Online Economy
Valeria Dominguez
eCommerce and Omnichannel Director Ado...
Since 1975
2
3
4
Flagship
&
Digital flagship
SERRANO Nº 5
5
6
Proof of
online success
7
2009 2014
REVENUE GROWTH
8
x19
OUT OF 672 STORES
2009 2014
ECOMMERCE RANKING
9
Nº1
2012 2013
EBITDA GROWTH
10
x13,2
11
1.
12
Management,
American style
2.
13
eCommerce team
14
Beauty, emotion
and feeling connected
3.
15
Photography e olution
2009 2011 2013 2014
16
Category page e olution
2009
2011
17
SEARCHWOMAN MAN U WOMAN U MAN SHOES BAGS KIDS CAMPAIGN
Vestido joya
428,00¤
Vestido joya
428,00¤
Vestido espalda
398,00¤
V...
Animal print a-line dress
374 ¤
Gathered gabardine dress
184 ¤
WOMAN
MAN
U WOMAN
U MAN
SHOES
BAGS
ACCESSORIES
COCKTAIL
wom...
WOMAN
MAN
U WOMAN
U MAN
SHOES
BAGS
ACCESSORIES
COCKTAIL
woman
-colecction
-accessories
u woman
AD+
KIDS
CAMPAIGN
LOOKBOOK
...
4.
22
Mexico
FLAGSHIP MEXICO, ANATOLE
136 POINTS OF SALE
23
Make it comfortable
for the client,
not yourself
5.
24
Free shipping and returns*
25
APP mobile
26
Make
shopping social
6.
27
User reviews
FIT GUIDE
YOUR RATING:
Signature: Claudia D (edit)
SUBMIT
Small True size Big
Guidelines
SHARE YOUR OPINION
T...
Wish List
ADD TO BAG
ADD TO WISH LIST
Description Composition Caracteristics
Select size size chart
Color: spearmint
FREE ...
The customer is
already omnichanel
7.
30
360 shopping experience
31
Shop online:
32
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The beauty and the beast...the 7 rules for online success

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Fashion, technology, and the new online economy are the main characters in this presentation. It focuses on the successful evolution of adolfodominguez.com in its digital expansion, a project spearheaded by Valeria Domínguez, Director of eBusiness and Omnichannel.

Published in: Retail, Marketing, Internet
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The beauty and the beast...the 7 rules for online success

  1. 1. Beauty & the Beast Fashion, Technology and the New Online Economy Valeria Dominguez eCommerce and Omnichannel Director Adolfo Dominguez Global eCommerce Summit June 18, 2014 Barcelona
  2. 2. Since 1975 2
  3. 3. 3
  4. 4. 4
  5. 5. Flagship & Digital flagship SERRANO Nº 5 5
  6. 6. 6
  7. 7. Proof of online success 7
  8. 8. 2009 2014 REVENUE GROWTH 8 x19
  9. 9. OUT OF 672 STORES 2009 2014 ECOMMERCE RANKING 9 Nº1
  10. 10. 2012 2013 EBITDA GROWTH 10 x13,2
  11. 11. 11
  12. 12. 1. 12
  13. 13. Management, American style 2. 13
  14. 14. eCommerce team 14
  15. 15. Beauty, emotion and feeling connected 3. 15
  16. 16. Photography e olution 2009 2011 2013 2014 16
  17. 17. Category page e olution 2009 2011 17
  18. 18. SEARCHWOMAN MAN U WOMAN U MAN SHOES BAGS KIDS CAMPAIGN Vestido joya 428,00¤ Vestido joya 428,00¤ Vestido espalda 398,00¤ Vestido espalda 398,00¤ Vestido glitter 178,00¤ Vestido griego 484,00¤ Vestido gasa 369,00¤ Vestido gasa 369,00¤ Vestido topos 384,00¤ Vestido topos 384,00¤ Vestido nude 348,00¤ Vestido nude 348,00¤ FREE SHIPPING AND RETURS WHEREVER YOU ARE FREE SHIPPING AND RETURNS WHEREVER YOU ARE FAVOURITES CAMPAIGN VIDEOS HERITAGE OUR STORES DRESSES DRESSES WOMAN dresses jackets & vests sweaters & cardigans shirts & tops tees trousers & shorts skirts shoes bags accessories cocktail U WOMAN SHOES BAGS ACCESSORIES COCKTAIL AD+ KIDS FAVOURITES CAMPAIGN VIDEOS HERITAGE OUR STORES WOMAN dresses jackets & vests sweaters & cardigans shirts & tops tees trousers & shorts skirts shoes bags accessories cocktail U WOMAN SHOES BAGS ACCESSORIES COCKTAIL AD+ KIDS SEARCHWOMAN MAN U WOMAN U MAN SHOES BAGS KIDS CAMPAIGN 2012 2013 18
  19. 19. Animal print a-line dress 374 ¤ Gathered gabardine dress 184 ¤ WOMAN MAN U WOMAN U MAN SHOES BAGS ACCESSORIES COCKTAIL woman -colecction -accessories u woman AD+ KIDS CAMPAIGN LOOKBOOK 19
  20. 20. WOMAN MAN U WOMAN U MAN SHOES BAGS ACCESSORIES COCKTAIL woman -colecction -accessories u woman AD+ KIDS CAMPAIGN LOOKBOOK Gathered side dress 378 ¤ Animal print a-line dress 374 ¤ Crochet-knit dress 232 ¤ Gathered gabardine dress 184 ¤ 398 ¤ Greek style silk gown 498 ¤ A-line jewell dress 498 ¤ Ladylike printed dress 168 ¤ 20
  21. 21. 4. 22
  22. 22. Mexico FLAGSHIP MEXICO, ANATOLE 136 POINTS OF SALE 23
  23. 23. Make it comfortable for the client, not yourself 5. 24
  24. 24. Free shipping and returns* 25
  25. 25. APP mobile 26
  26. 26. Make shopping social 6. 27
  27. 27. User reviews FIT GUIDE YOUR RATING: Signature: Claudia D (edit) SUBMIT Small True size Big Guidelines SHARE YOUR OPINION This dress is so beautiful. The fabric is soft and the cut and shape make it so comfortable. The length is just right and the pleating in the back stops it from looking too frumpy. Can be dressed up or down. This dress is so beautiful. The fabric is soft and the cut and shape make it so comfortable. The length is just right and the pleating in the back stops it from looking too frumpy. Can be dressed up or down. VALORACIÓN MEDIA (4.0 out of 5 stars) Basado en 12 opiniones. El 90% de los usuarios recomienda este producto I love the colors on this dress and how swishy it is. The belt honestly actually looks surprisingly cheap, But The dress is a bit small for me and I’m 5’3’’ JUNE 18, 2014 MY OPINION CLAUDIA.D CRISTINA.C Fit guide Fit guide Fit guide Perfect Perfect Small JUNE 10, 2014 MARCH 25, 2014 EDIT DELETE I found this opinion usefull: YES: 4 I found this opinion usefull: YES: 1 COSTUMER REVIEWS By clicking submit, you accept and agree the Terms and Conditions SHARE YOUR OPINION 28
  28. 28. Wish List ADD TO BAG ADD TO WISH LIST Description Composition Caracteristics Select size size chart Color: spearmint FREE SHIPPING PLEATED SILK BLOUSE 128 € 100% silk blouse with long sleeves, a crew neck and a pleated at the front. It fastens with concealed buttons, and features metallic buttons on the cuffs and neckline. item 21953507741 S M L Pleated silk blouse 128 € Medium-heeled sandals 119 € Pleated silk blouse 128 € Pleated silk blouse 128 € Pleated silk blouse 128 € Green linen midi dress 128 € Matte geometric neck 34 € size: 38 Pleated silk blouse 128 € Crochet-knit dress 232 € share: ADD ALL TO BAG ADD TO BAG WISH LIST | My summer dreams size: 38 29
  29. 29. The customer is already omnichanel 7. 30
  30. 30. 360 shopping experience 31
  31. 31. Shop online: 32

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