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LOBLAW DIGITALCreating Omnichannel Experiences
PA G E 2
Intro to Loblaw Digital
JoeFresh.com
Click & Collect
BeautyBOUTIQUE.ca
Agenda
1
2
4
3
PA G E 3
About Loblaw Companies Ltd.
Vision: To be Canada’s best food, health and home retailer by exceeding
customer expectations through innovative products at great prices
$43B in sales
6 divisions, 2,300+ stores
14M+ customers weekly
192,000 employees
Canada’s leading Brands
Discount
Emerging
Market
PA G E 4
Our vision: Create compelling and seamless end-to-end digital experiences for customers
• We established the team 3 years ago
• We are responsible for designing and building digital experiences across the
enterprise
• We operate 3 eCommerce businesses
• We have ambitious goals and an aggressive growth plan
PA G E 5
Our downtown Toronto office space reflects our culture …
PA G E 6
… As do our social activities
PA G E 7
We launched and now operate 3 businesses
2013
JoeFresh.com
2014
Click & Collect
2015
beautyBOUTIQUE.ca
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JoeFresh.comLauren Steinberg
PA G E 9
Greater exponential growth versus brick & mortar retail
3rd fastest growing category online, after books/music/video & mass merch e-retailers
Apparel companies in top 500 collectively increased online sales 20% from 2013 to 2014, while
overall apparel sales increased only 3.4%
eMarketer forecasts US retail ecommerce sales of apparel and accessories will reach $60.0
billion in 2015, a 17.2% share of total US retail ecommerce
US apparel industry dollars for the 12 months ending February 2015 shows that industry sales
grew 2% overall, while in-store sales shrank 2%.
Rapid Growth in Online Apparel
PA G E 1 0
That’s the promise of Joe Fresh. Our designs
bring a modern point of view to everyday
wardrobe favourites that are infused with
easy polish and thoughtful details. In
categories spanning apparel, accessories,
footwear and beauty, our assortments
provide the building blocks of personal style.
With lifestyle collections for women, men and
children, we make shopping for fashion
convenient, fun and affordable for the entire
family.
ESSENTIAL STYLE, EXCEPTIONAL VALUE
366Locations across
Canada
#2Canadian apparel
market share
PA G E 11
2006 2013Launched e-
commerce in
Canada
Founded in
Toronto, ON by
Joe Mimran
2014Launched e-
commerce in US
2015Released iPad and
iPhone mobile apps
2008 Launched
kids category
which now makes
up 43% of total
sales
2012 Entered new
markets including
US via JC Penney
and standalone
First e-commerce
business launched
by Loblaw Digital
No marketing had
been done to drive
digital engagement
Little if any brand
recognition,
separate pricing
strategy, small
store footprint, lots
of competition
THERE’S MORE…
Created the Joe Fresh Centre for Innovation with partners at Ryerson DMZ
Launched internationally in Mexico, Korea, Egypt, United Arab Emirates, Saudi Arabia and soon the Philippines
PA G E 1 2
HOW WE WORK
E-COMMERCE BRAND
MARKETING
ACQUISITION
RETENTION
DEMAND GEN
GRAPHIC DESIGN
PHOTOGRAPHY
COPYWRITING
TRADING
STRATEGY
PURCHASING
INVENTORY
MERCHANDISING
CATEGORY
ON-SITE TOOLS
MARKETING
TRADITIONAL MKTG
IN-STORE MKTG
BRAND BUILDING
CAMPAIGN IMAGERY
PR + SOCIAL MEDIA
MERCHANDISING
PURCHASING
PRICING OF
ASSORTMENT
PROMOTIONAL
STRATEGY
FINANCIAL PLANNING
SKU CREATION
MARGIN MANAGEMENTSITE CONTENT
PROMOTIONS
ANALYTICS
ROADMAP
PA G E 1 3
Email Marketing
Paid Search | SEM
Paid Social (FB)
Affiliate Marketing
Dynamic Display
Remarketing
Referral Marketing
Influencer Campaigns
Drive demand via paid channels
RETURN ON
AD SPENDATTRIBUTION
CLICK-THRU CONVERSION
IMPRESSIONS
PA G E 1 4
TURN
TRADITIONAL
CAMPAIGNS
INTO
SHOPPABLE
CONTENT
PA G E 1 5
PA G E 1 6
PA G E 1 7
PA G E 1 8
PA G E 1 9
PA G E 2 0
PA G E 2 1
PROBLEM: Photography is extremely
high cost. Unsure of the impact to site
engagement and transactions.
ASSUMPTION: Off-figure product
imagery, given the quality actually
negatively impacts add-to-cart’s and
conversion
IMPROVE ON SITE CONVERSION: PHOTOGRAPHY
?
PA G E 2 2
ACTUAL: Without off-
figure, we saw -11.4%
less add-to-cart clicks,
6.2% more product page
views and 5.7% more
quick view hits
TAKEAWAY: Customers
want more imagery to
eliminate uncertainty.
Improve off-figure imagery
to increase add-to-cart’s
and conversion
TEST, LEARN, PIVOT
PA G E 2 3
TEST, LEARN, PIVOT
PA G E 2 4
Not only do we
collaborate within our
Loblaw Digital team and
across e-commerce
teams and brand division
but also across business
divisions.
DRIVE SALES BY LEVERAGING INTERNAL PARTNERS
• Strong results – 33% of total revenue for duration
• 75% New vs. 25% Repeat Customers
• AOV $68 (vs. regular average of ~$75)
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Click & CollectRalph Faminial
PA G E 2 6
Online grocery is making a big impact globally
£6.5B
£14.6B+125%
€5.2B
€11.0B
Grocery eCommerce Market2
+113%
2013 2018
Online Grocery Sales, Worldwide1
$100B
$23B
2019
+34%
2014
Source: 1Online Food Shopping and Grocery Delivery in the U.S.: Future of Food Retailing, Packaged Facts, Oct. 2014; 2IGD research, Sept 2013
PA G E 2 7
We are in a period of rapid change and accelerated
investment through digital
PA G E 2 8
Customers have high expectations of online grocery shopping
Broad Assortment Deals & Offers
Quality Payment Options
High Product Availability
Fast & Convenient
PA G E 2 9
Click & Collect today: 4 banners and 53 stores
PA G E 3 0
Order Online (50K+ items enriched online)
PA G E 3 1
We Do The Shopping (deliver fresh, high-quality produce)
PA G E 3 2
Fast, convenient pick-up
PA G E 3 3
Quick Shop leverages online & in-store purchase history
PA G E 3 4
Personalization throughout the shopping experience
Customer Purchase History
Item purchased in past
Incorporates PC Plus offers
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BeautyBOUTIQUE.caJeff Kolenc
PA G E 3 6
The eCommerce Beauty Industry
In 2012, the global beauty and personal care category grew at a rate of 29% in
eCommerce compared to an overall growth rate of 6%*
Sources:* eMarketer: Beauty Sector Sees Strong eCommerce Growth, 2013ATK Kearney: Beauty and the E-Commerce Beast, 2014
PA G E 3 7
Introducing BeautyBOUTIQUE.ca
PA G E 3 8
• Running a replenishment based
business
• Not just another brick and mortar
store
• Choosing the right 3PL
• Make sure you have a strong
foundation for your analytics
• Gaining an understanding for the
consumer beyond conversion
• The power of A/B testing
• First large scale SDM eCommerce
website
• Working with multiple
stakeholders (SDM, vendors, 3PL)
to execute assortment,
marketing, etc.
• Promotions takeaways
Successes and Challenges
Launch Website Analytics Inventory Management
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QUESTIONS?
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