emerce12 - Raoul van de Hoef - Deloitte Consulting
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Transcript of emerce12 - Raoul van de Hoef - Deloitte Consulting
European eCommerce assessment
R. van de HoefBussum, 8 maart 2012
Maturity of top 200 European e-retailers
© 2012 Deloitte The Netherlands2
Strategy Operations Assurance
Raoul van de Hoef
Deloitte Consulting
www.onlineinnovation.nl
www.werkenbijdeloitte.nl
© 2012 Deloitte The Netherlands3
Agenda
What about Mobile?
Who leads the European landscape?
Are clicks outperforming (online) bricks?
What are top performers in each sector?
State of Dutch e-Retail?
© 2012 Deloitte The Netherlands4
Our benchmark includes top 200 online retailers from 8 European countries
© 2012 Deloitte The Netherlands5
Webshops in 8 sectors were assessed on 17 dimensions and 140 criteria
Personalisation & recommendations
Multi-channelRich content
Mobile commerce
Social media integration
Globalisation
Extended capabilities
Storefront
Fulfilment
User experience
Product search
Catalog User manageme
nt
Shopping cart
Shipping & fulfilment
Shipping details
Manage orders
Place orders
Customer service
Payments
Who leads the European landscape?
© 2012 Deloitte The Netherlands7
Storefront Fulfilment Extended
Southern Europe is strongest on most capabilities, closing in on the US
Product search Order & Fulfilment Social+ + +
User M
anag
emen
t
Catal
og
Produ
ct Sea
rch/
Selec
tion
User E
xper
ienc
e
Shopp
ing
Cart
Shipp
ing
Detai
ls
Paym
ent In
form
atio
n
Place
Ord
er
Man
age
Order
s
Shipp
ing
& Ful
fillm
ent
Custo
mer
Ser
vice
Recom
men
datio
ns
Globa
lizat
ion
Rich co
nten
t
Mul
ti-Cha
nnel
Sup
port
Socia
l Net
workin
g
Mob
ile C
omm
erce
DE IT NL ES SE TR UK FR
© 2012 Deloitte The Netherlands8
Examples from the leading countries
Bimeks (TR) – What’s up Box
Istanbulism (TR) - On-site track & traceAlternate (DE) - Search & Recommendations
What are top performers
in each sector?
© 2012 Deloitte The Netherlands10
Fashion: Italy is (co)leading on 3 of the 6 extended features
Recommendations
Globalization
Rich Content
Multi-Channel Support
Social Networking
Mobile Commerce DE
IT
NL
SE
ES
TR
UK
FR
US Index
+
-
-
© 2012 Deloitte The Netherlands11
Best practices in Fashion
ASOS (UK) – Order from magazineEl Corte Inglés (SP) – Virtual model
Nelly.com (SE) - Shop celebrity outfits
© 2012 Deloitte The Netherlands12
Consumer electronics: Netherlands is leading in multi-channel support
Recommendations
Globalization
Rich Content
Multi-Channel Support
Social Networking
Mobile CommerceDE
IT
NL
SE
ES
TR
UK
FR
US Index
+
© 2012 Deloitte The Netherlands13
Best practices in Consumer electronics
MyCom – Availability in store(NL) Price Minister (FR) - Up-sell from shopping cart
Internity (SP) – Interactive bundling
© 2012 Deloitte The Netherlands14
General merchandise: UK is strongest on extended features
Recommendations
Globalization
Rich Content
Multi-Channel Support
Social Networking
Mobile CommerceDE
IT
NL
SE
ES
TR
UK
FR
US Index
-
-
-
© 2012 Deloitte The Netherlands15
Best practices in General merchandise
Debenhams (UK) – Mobile commerceTesco (UK) – Rich content & Offers
Are clicks outperforming (online) bricks?
© 2012 Deloitte The Netherlands17
Pure players versus Traditional retailers
Country Pure play % in top 25
TR 58%
NL 52%
UK 33%
FR 33%
DE 31%
IT 25%
SE 21%
ES 13%
Pure play more advanced
• Catalog & product search
• Payments
• Recommendations
• Social
• Mobile
Traditional retail (online) leading
• Catalog & product search
• Extended features
• Social (DE)
• Mobile (FR)
• Recommendations (UK)
What about Mobile?
© 2012 Deloitte The Netherlands
Mobile commerce is most mature in UK and France
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Leve
l of
mob
ile m
atur
ity
NL SEDESPITFRUK TR
Mobile site/appShare with friendsMobile store navigationMobile barcode scanning
General merchandise and Fashion have the most advanced adoption
Consumer electronics falls behind in mobile capabilities
© 2012 Deloitte The Netherlands
Top performers in mobile per sector
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Consumer electronics Fashion General Merchandise
FNAC France
Topshop UK
Debenhams
UK
Siba Sweden
Zara
Spain Tesco
UK
Mediaworld Italy
H&M NL
Argos
UK
Mobile site/ app
Mobile barcode scanning
Mobile store navigation
Share with friends
© 2012 Deloitte The Netherlands
Buy or check stock Social sharing Barcode scanning
Mobile best practice
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Browse catalog View products Remember your sizeTopshop (UK)
State of Dutch e-retail
© 2012 Deloitte The Netherlands
Netherlands – Current state versus European average
Multi-channel(reserve online, pick up, ship to,
return items to stores
Product search (keyword and feature search)
Recommendations
Customer service
+ -
Payment options
Social networking
Mobile commerce
Product search & Catalog
Order tracking & shipping
Rich content (virtual models)
Recommendations
Multi-channel
+ -
Product search & Catalog(detailed product content
often with promotions)
Order tracking
Rich content
Mobile commerce
+ -
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© 2012 Deloitte The Netherlands24
What to expect – US and UK trends arriving in Europe
Content as asset to drive experience
Digital in-store touchpoints
Data analytics to target customers
Internationalisation
Multi-channel
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© 2012 Deloitte The Netherlands
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© 2012 Deloitte The Netherlands26
Appendix: Benchmark model overview
User experience
Product search
Catalog User manageme
nt
Shopping cart
Shipping & fulfilment
Shipping details
Manage orders
Place orders
Customer service
Multi-channel
Globalisation
Recommen-dations
Rich content
Social networking
Storefront
Fulfilment
Extended features
Payments
Mobile commerce
Site performance,
security & privacy,
accessibility
Browse, sorting & filtering, feature
search
Catalog views, product content,
comparison
Login, user profile, loyalty
program
Product availability, backorders,
wishlist
Delivery appointments,
returns
Shipping options,
shipping date,tax calculation
Order tracking, order
history
Order summary, express
checkout, gift services
Call center, FAQ, co-
browsing, chat
Reserve online, pick up in store, return
to store
Localized content, multi
currency, regional sizes
Targeted recommendations, cross/up-
sell
Image search, virtual models,
store blogs
Sharethis, Facebook,
Twitter, user community
Payment types, billing
options, coupons
Mobile app, store
navigation, barcode scanning