MAURITS JANSEN

MANAGING DIRECTOR

SWAROVSKI BENELUX &

NORDICS

Passion for fashion and retail industry

International consumer goods business

Marketing & Economics

Leadership, developing brands, consumer future

MAURITS JANSEN

MANAGING DIRECTOR Swarovski BENELUX & NORDICS

SWAROVSKI IS NOT ‘JUST ANOTHER RETAILER’

EUR 3.05 billion revenue

Approx. 30,000 employees

Approx. 3100 stores world wide

A touch of glamour, yet within reach

Heritage and mastery

On trend

Responsible

Imaginative

Vigorous

Passionate

THE SWAROVSKI BRAND

What

Target consumer

Distribution priorities

Product portfolio

Brand strength

Channel mix

Assortmentstructure

Idea to shelfprocess

Consumer engagement

Consumer

Product

Channels

Digital

Footprint

Profitable

growth & higher

consumer

satisfaction

8

Unique, consistent

consumer experience

Commercial smartness

and efficiency

OUR GOAL

Digital savvy consumers

24 hrs online

Personalization

Omni channeling

Convenience shopping

THE CHALLENGE: A CUSTOMER-CENTRIC RETAIL APPROACH

STORE PRODUCTIVITY

MERCHANDISING EXCELLENCE

RETAILING EXCELLENCE

OPERATIONAL IMPROVEMENT

‘Big Data: business relevance you can’t

see but with the right technology you can!’

FROM TOP DOWN TO BOTTOM UP APPROACH

CONSUMER PURCHASE FUNNEL

Product: coverting meaningful input to relevant output

Media: creating a constant dialogue with the

consumer

Speed to market: predictions on planning,

production, buying and merchandisingLoyalty: from consideration to purchase, from

purchase to re-purchase

How can data science help us to improve the customer experience?

WHAT HAVE WE IMPLEMENTED SO FAR?

Predicting daily demand of 40.000+ SKU-shop combinations

To minimize lost sales and redundant stock at end of season

Business value Consumer value

19.1% out of stock decrease

for best-selling products

Increased shopping experience: match

between assortment and customer needs on

a local level

No old season products in store

7.5 % increase in turnover

21% stock level decrease for slow moving

products

Sales of slow moving products not

affected

IMAGE RECOGNITION: THE NEXT STEP IN DATA SCIENCE

WHY ARE PICTURES SO IMPORTANT?

People can easily picture themselves owning the product

Makes the product much more tangible

More value is attached to the product

IMAGE RECOGNITION USED TO PREDICT CUSTOMER’S TASTE

‘Nowadays most intelligence is focused on textual data, but consumers are focused on images.

For taste sensitive products this can be enhanced with image recognition, because it is hard to

capture style related elements and product feel in product characteristic tags.’

THE ADVANTAGES OF IMAGE RECOGNITION

Brand: SwarovskiType: Remix BraceletManufacturing year: 2017Color: BlueMaterials used: Rose GoldPrice: 69€

Usually available data

Analyzing pixels

to detect color

Analyzing surrounding

pixels to detect shape

Calculating on images

But what about shape or style?

HOW DOES IMAGE RECOGNITION WORK?

BASED ON THIS PIXEL DATA TASTE CLUSTERS ARE CREATED

THAT REPRESENT SOMEONES TASTE

As input for design for new products, to predict the success of the introduction in advance

HOW TO IMPLEMENT THIS IN THE FUTURE OF RETAILING

Recommendations of new product introductions, by prediction which customers will like them most.

Algorithms that replicate store representatives by getting an accurate grasp of the consumer’s taste

Quickly make an offer that matches individual needs

Offline in combination with VR

THE FUTURE OF RETAIL

‘The online and offline environment will be intertwined to an extent that everything is connected and everyone

online. This provides an abundant number of data and will bring the experience of the consumer to the next

level’

THANK YOU#SWAROVSKIBEBRILLIANT