E shopper Index - by Christophe Biget at IVentures

1© iVentures Consulting 2014

eShopper Index ®eShopper

Index

Digital strategy for retail: OmniChannel

®

May 7th, 2014#hivedata

@cbiget@iventuresC


eShopper Index ®

About us

iVentures Consulting is a management consulting firm dedicated to digital strategy, founded in 2005 and based in Paris and San Francisco

iVentures Consulting mainly works in the Fashion, Luxury, Cosmetics, Retail, Travel, Media & Entertainment sectors

Digital Business strategy

Omnichannel and digital strategy diagnosis and definition

Organization, business planning and road map

Business intelligence Support to implementation

Digital skill development of top managers and executives

Training Digital academy Learning expeditions Reverse mentoring …

eShopper Index

Ranking & Analysis of leading companies’’ E-Commerce performances all along the customer journey


eShopper Index ®

Today, the question is not to know WHERE customers buy but HOW they buy

IN THE PAST

Physical retail and E-Commerce were two distinct experiences

TODAYRetail 2.0: a unique & fluid customer experience without breaches


eShopper Index ®

What is eShopper Index?

The only International Index to: analyze & rank leading

companies’ E-Commerce performances all along the customer journey

cover 13 sub-steps of the customer journey through over 250 criteria

allow cross sector comparisons through over 130 companies in 11 sectors all over the world

Website Mobile

Social platforms

Customer services

CRMOmniChannel


eShopper Index ®

2014 eShopper Index13 sub-steps measured

Om

niC

han

nel

Before purchase SEO/ SEM Social Media Mobile

User Interface

Product Page

During purchase Sales Funnel Customer Service Newsletter

After purchase Communication

emails

Customer Account

Delivery & Package

Return & Refund


eShopper Index ®

Overall Ranking of the 130 analyzed companies

1 Zalando 28 Walmart 55 Thierry Mugler 82 Nocibe109 YSL

2 Zappos 29 Nike 56 Zara 83 Michael Kors110 Columbia

3 Amazon 30 Macy's 57 Benefit Cosmetics 84 Ruelala111 Nespresso

4 Net A Porter 31 Barnes & Noble 58 Louis Vuitton 85 Guerlain112 Boulanger

5 Gap 32 Yoox 59 Coach 86 Baccarat113 Sainsbury's

6 Lacoste 33 Burberry 60 Eveil & Jeux 87 Hermes114 Fresh

7 Fab 34 Estée Lauder 61 Otto 88 Neiman Marcus115 Safeway

8 Nordstrom 35 Mytheresa 62 Farfetch 89 SFR116 Guess

9 Marks & Spencer 36 Gilt 63 Nasty Gal 90 DKNY117 Dior Parfums

10 Ralph Lauren 37 Levi's 64 Toys"R"us 91 Next118 Homebase

11 Target 38 Justfab 65 Calvin Klein 92 Longchamp119 Giorgio Armani

12 Sephora 39 Chanel 66 Apple 93 Neutrogena120

Bouygues Telecom

13 Kate Spade 40 Hugo Boss 67Saks Fifth Avenue 94 Gucci

121 Orange

14 Harrods 41 Tesco 68 Shopbop 95 Marionnaud122 3 Suisses

15 Clinique 42 Décathlon 69 Reebok 96 Dell123

Dolce & Gabbana

16 Sarenza 43Createurs de Beaute 70 Tommy Hilfiger 97 Argos

124 AT&T

17 Bloomingdale’s 44 Bruneau 71 L'Oréal Paris 98 J. Crew125 Sprint

18 John Lewis 45 Bonobos 72 Best Buy 99 Nine West126 Prada

19 La Redoute 46 Yves Rocher 73 Pixmania 100Carphone Warehouse

127 Vodafone

20 Fnac 47 Avon 74 Staples 101 Swarovski128 T-Mobile

21 Tory Burch 48 Puma 75 Topshop 102 Lancome129 Ikea

22 Clarins 49 Selfridges 76 Esprit 103 Office Depot 130 O2

23 Auchan 50 Tiffany & Co. 77American Apparel 104 Very

24 Adidas 51 Celio 78 Barneys 105 VentePrivee 25 Sears 52 Mac 79 Costco 106 Quicksilver

26 Asos 53 Marc Jacobs 80Vestiaire Collective 107 Carrefour

27 H&M 54 Darty 81 Moda Operandi 108 Verizon


eShopper Index ®

Executive summaryWhat the Top 20 says

The best bricks & clicks have caught up and even surpassed the pure players: 75% of the top 20, and 79% of all

analyzed companies

TOP 20

1 11

2 12

3 13

4 14

5 15

6 16

7 17

8 18

9 19

10 20

The performance of European companies is neither better nor worse than that of American companies

The Fashion sector emerges as the winner followed by the Multi-sector players Fashion: 50 % of the Top 20 for 31% of

all analyzed companies Only 1 luxury company and 2perume

and cosmetics Multi-sector: 25% of the top 20 for only

10% of analyzed companies


eShopper Index ®

OmniChannel ranking

OmniChannel Top 10

1

2

3

4

5

6

7

8

9

10

50% are European, 50% American

80% are retailers/ 20% are brands

60% are in Consumer Electronics and multi-sector


eShopper Index ®

OMNICHANNELKey figures

69%

31%

% of players with stores or showrooms that set up at least one OmniChannel

service*

Minimum one main omnichannel service

No omnichanel services

* At least Pick-up in store or Return in store or Connected device(s) in store


eShopper Index ®


0%

20%

40%

60% 54%

40%

36%36%

25%

20%18%

6%3%

Main OmniChannel services implemented


eShopper Index ®


0%

10%

20%

30%

40%

50%

60%

70%63%

30%37%

36%

26%

23%

17%

13%

2%

46% 48%

36%36%

25%

17%18%

0% 4%

Main OmniChannel services implemented by region

USAEUROPE


eShopper Index ®

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%100%

75%

32%

83%

50%

16%

67%

100%

8%14%

50%

40%

80%

100%

64% 67%

100%

37%

89%

67%

33%29%

20%

54%

Pick up in store vs Return in store by sector

Pick up in store

Return in store



eShopper Index ®

OMNICHANNELObservations, Benefits and

Recommendations

Observations: Companies with physical and online presence should implement a

clear OmniChanel strategy all along eShopper journey to leverage their presence and benefit from competitive advantages

OmniChanel strategy will benefit to both the eStore and physical stores through driving traffic, increase frequency of contact, and maximise customer intimacy

The challenge is to implement the process and train sales staff to respond to customer expectation by providing digital experience

Fashion brands are the best in providing OmniChannel experience

Benefits: Increase quality of the customer

experience Give new reason to go to stores Increase sales Differentiate from other brands Build customer loyalty

BASICS

Buy online and pick up products in store

Exchange or return products in store

Check products availability in physical store from website

Scan barcodes and QR Codes for more information about product (Product Page, comments,..)

Localize the nearest store from mobile app

DIFFERENCIATORS Book an appointment in store from the site or

mobile for advices Reserve product through website to pick up in

physical store (without purchase) Find coupons and deals on the website/social

pages to use in physical store Use tablet in store to customize product from

website Use tablet in store to browse catalogue and order

product for a delivery at home Use the mobile application in store for calling

a sales staff, checking availability of product,..

Receive deals when near to the store through mobile application

Localize the nearest store from mobile app

GOODIES

Call Customer Service from mobile app

Try product in store through an interactive mirror (Fashion)


eShopper Index ®

MACY’S

RICH AND COMPLETE OMNICHANNEL EXPERIENCE

Online experience

Check the availability of product in physical store

Book an appointment for exclusive advices

Coupons available online and in-store

In-store experience

Pick up a product ordered online

Return a product ordered online

Scan barcodes and QR codes for more information about products or promotions

Use the mobile application in store for deals and promotions

Use tablets in store to check availability of products (with sales staff)

OMNICHANNELBest Practices


eShopper Index ®


DARTY

DIGITAL SHOPPING EXPERIENCE IN STORE

Online experience

Check the availability of product in physical store

In-store experience

Scan a product in store for more information through mobile app (bar code and QR code)

Pick up a product ordered online (4hrs after purchase)


Free wi-fi to avoid 3G/4G issues with mobile

Use the touch screen in store to browse products or to call someone from the sales staff for help

Call the After sales service for help from the mobile app


eShopper Index ®


BURBERRY

IMMERSIVE BRAND EXPERIENCE COMBINING THE BEST OF ONLINE & OFFLINE ENVIRONNEMENT

Combination of online and offline environments: Burberry.com and Burberry’s stores

Online experience

Possibility to book an appointment for shopping advice

In-store experience (London flagship)

Presence of personalized screens through interactive mirrors.

Possibility to manipulate reality by experiencing products physically and virtually at the same time

Shop through a connected tablet with sales staff help

Watch through tablet how each product is made

Presence of a digital wall pulsating with content, alternating between live runway feeds, audiovisual content, mirrors and ads


eShopper Index ®

JOHN LEWIS

VIRTUAL SHOPPING AND MIRROR FOR A NEW EXPERIENCE

Possibility to:

Try products through virtual mirrors. Customers can create complete outfits selected from johnlewis.com. This makes the shopping experience more enjoyable by letting customers see how they look without getting undressed

Purchase by scanning QR codes of products displayed on the shop window and buy these from the mobile website



eShopper Index ®

TOPSHOP

ONLINE AND OFFLINE OMNICHANNEL EXPERIENCE

Online experience

Book a free appointment with a stylist in store

In-store experience

Pick up a product ordered online


Scan product barcodes in store to save to Notebook, share with friends, or check stock in another store

Scan Topshop QR codes for exclusive content



eShopper Index ®


AMERICAN APPAREL

MOBILE EXPERIENCE IN STORE

Receive deals, offers and product notifications walking into any American apparel retail store with the mobile application

Augmented reality experience by scanning images and product barcodes around the store to see full outfits, color lines, videos, slideshows, and ways to wear then share favorites with friends

Access to LeClub account at retail stores for a faster shopping experience, all while acquiring loyalty points


eShopper Index ®

Contacts

PARIS OFFICE

Christophe BigetPartner+33 1 70 08 06 60 [email protected]

@cbiget

SAN FRANCISCO OFFICE

Aurelia AmmourPartner+1 (415) 315-9654 [email protected]

@aammour

www.iventures-consulting.com@iventuresC

http://www.iventures-consulting.com/

Technology

E shopper Index - by Christophe Biget at IVentures