Fashion Omnichannel - Fubini€¦ · Fashion Omnichannel “In this age of the customer, the only sustainable competitive advantage is knowledge of and engagement with customers.”

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Fashion OmnichannelIl Digital ridefinisce la relazione del cliente con il Brand

Massimo Fubini, Founder & CEO of ContactLab

Accenture Pavillion @e-Commerce Netcomm Forum – 18 Maggio 2016

Customer journey: challenges and opportunities

© Copyright 2016 Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.

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The challengeFashion Omnichannel

“In this age of the customer, the only sustainable competitive advantage is knowledge of and engagement with customers.”

- Michael Barnes, VP, Research Director Forrester Research


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The opportunity: engage according to the customer journeyFashion Omnichannel


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The opportunity: engage according to the customer journeyFashion Omnichannel


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The opportunity: make your commerce “ubiquitous”Fashion Omnichannel

• Newandacceleratedadvancesinthefieldofnetworkingandcommunications haveclaimedtheirplaceinallaspectsofourlives,includingcommercialactivities

• Providingservicesthatare“alwaysavailableanywhere”isthekeytothisultimateorubiquitouscommerce.Definedastheonethat“offersauniqueandpersonalizedservicetoeverycustomerindividuallyusingubiquitousnetworks”

• Itcanbeseenasanextensionofthecurrenttypesofcommerce,butnotastheirreplacement

geographic commerce

e-commerce

m-commerce

u-commerce


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The opportunity: … and available omnichannel !Fashion Omnichannel

• Theaudiencehaschanged,andtheirjourneychangesconstantly;onceauniversal,linearpath,itistodayacomplexinteractivegridrevealingnewemergingmodels:

• non-linear• unique• different• ubiquitous

• Thepillarsofsuchubiquitous commercearenotonlyinfluencing thewaycustomersshop,makedecisionsandinteractwithstores,butthey’resettingnewlevelsofexpectationintermsofstoretraffic,conversions,basketvalueandloyalty


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The impact: number of touch-points usedFashion Omnichannel

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

2000 2010 2014 2015

4 or more touchpoints

1 to 3 touchpoints

Year One Two Three 1to3 Four Five Six Seven+ >=42000 16,4% 66,2% 10,1% 92,7% 7,3% 0,0% 0,0% 0,0% 7,3%2010 8,9% 37,8% 39,4% 86,1% 8,2% 5,2% 0,4% 0,1% 13,9%2014 4,2% 31,3% 37,6% 73,1% 11,7% 7,4% 3,9% 3,9% 26,9%2015 2,1% 23,6% 32,7% 58,4% 14,9% 14,6% 5,4% 6,7% 41,6%

The diagram shows the number of touch-points consumers regularly use when shopping. A touch point is a channel or tool, including things like stores, websites, dedicated apps, telephone order lines, catalogues, social media and so forth. The purchase process includes all aspects of shopping from browsing to buying to returns.

Source: THE CONNECTED CONSUMER, WEBLOYALTY & CONLUMINO


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Digital vs. Physical: what can the store do?Fashion Omnichannel

• Inordertosatisfytheincreasingdemandforrelationships,“brickandmortarstorescanandshouldcreate‘smarter’storeexperiences”(Google,DigitalImpactonIn-StoreShopping)

• Adoptingdigitalengagementsolutionstoconnectwithomni-channelcustomersintheu-commerceeraisthewaytodriveandincreasein-storesales

Your Customer and Digital strategies should not be seen as separate issues, but as part of a bigger picture

Are fashion&luxury brands ready for the challenge?


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Why digitally contactable customers? Fashion Ommichannel

• Digital contactability is the key growth driver in the digital playground

• The number of registered & contactable customers is growing over the years and they have a high spender profile both onlineand in-store

• Registered & contactable clients spend 15-25% more in store on a yearly basis

DIGITALLYCONTACTABLE

REGISTERED

ANONYMOUS

IN-STORE CROSS-CHANNEL ECOMMERCE

CLIENTEN

GAG

EMEN

TSEGMEN

TATION

CLIENTSEGMENTATIONBYPURCHASINGCHANNEL

c.20%

c.55%

c.25%

RevenuesfromDigitalPlayground


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Why digitally contactable customers? Fashion Ommichannel

• Digital contactability is the key growth driver in the digital playground

• The number of registered & contactable customers is growing over the years and they have a high spender profile both onlineand in-store

• Registered & contactable clients spend 15-25% more in store on a yearly basis


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Measuring performances of luxury brands in the digital arenaDIGITAL LUXE MEETING 2016

• Effective observation tool thatmeasures the level of multichannel marketing and digitalisation employed by 30 international brands

• +9% in global performance in the second semester of 2015, double that of the previousreport (+4%)

• The highest results were foundin the axes of Digital CustomerExperience (+10%) and Strategic Reach (+6%)

Digital Competitive Map – Jan 2016


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Impact of digital engagement in revenue increase DIGITAL LUXE MEETING 2016

• Competitiveness plays its role in the ability to integrate the customer’s digital profiles with their action made in anytouchpoint and in any moment of the customer journey

• Digital engagement contributes to 40% of the revenue growth LFL for fashion & luxury brands

Progress on digital explains c.40% of LFL variance

Thank you

Massimo Fubini, Founder & CEO of [email protected]

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Fashion Omnichannel - Fubini€¦ · Fashion Omnichannel “In this age of the customer, the only sustainable competitive advantage is knowledge of and engagement with customers.”