Online and in-store innovation all along the customer …€¦ · Online and in-store innovation...

Online and in-store innovation all along the customer journey March 29th, 2017

About iVentures Consulting •  Management Consulting boutique dedicated to Digital transformation

•  Founded in 2005 by Aurélia Ammour and Christophe Biget

•  Paris and San Francisco

•  Digital transformation in all aspects of business

•  E-Commerce & Omnichannel strategy definition and implementation

•  Partnership with startup ecosystem

C O N S U L T I N G

•  E-Shopper Index

•  E-commerce & Omnichannel performance analysis

•  Marketwatch & digests

B U S I N E S S I N T E L L I G E N C E

•  Digital academy

•  Reverse mentoring

•  Learning trips

•  Executive trainings

D I G I T A L S K I L L D E V E L O P M E N T

M A I N C L I E N T S

Retail: Carrefour, Darty, Fnac, Just One Eye, Monoprix, Stokomani, Tati, Truffaut,…

Fashion & Luxury: Baccarat, Boucheron, Celine, Esprit, Kering Group, Lacoste, LVMH Group, Loewe, Moët-Hennessy,… Beauty: Clarins, Diptyque, Dior, Feelunique.com, Lancôme, L’Oréal Paris, Nocibé, Paco Rabanne, Sephora, Yves Rocher,… Others: Air France, BNP Fortis, Ducati, EDF, Essilor, GMF, Icade, Le Monde, Paris Aéroports, SNCF, Société Générale, Saint-Gobain, SC Johnson, Suez, Total , Véolia,…

© IVentures Consulting 2017 2

C H R I S T O P H E B I G E T i V e n t u r e s C o n s u l t i n g Managing Partner @cbiget @iVenturesC

©iVenturesConsul.ng2017 3

ONLINE AND IN-STORE INNOVATION ALONG THE CUSTOMER JOURNEY

AGENDA

•  Customer 2020: What differences?

•  Trends and best practices?

•  Where do we go from now?



AGENDA




By 2020, consumers will have evolved


NEW WAY TO CONSUME

•  Consume more equitable and want to know more about what they buy

•  Want to discover new products

•  Expect customization

COMMUNITY AND COLLABORATIVE

•  Development of personal shoppers

•  Higher use of collaborative services

•  Growth of communities

MOBILITY / TRANSPORT

•  New delivery methods

•  Decrease in the number of individual vehicles in large cities •  New means of public transport

CONNECTED CUSTOMERS

•  Simpler and seamless “on the go” shopping

experience

•  New in-store services

•  Expect personalization

What do experts say ?

© IVentures Consulting 2017

L2*: •  2015: year of Click & Collect (59% of US/Europe retailer) •  2016: year of Real time inventory (stock & reserve – 52% of US & UK

retailers) •  2017/2018:

- On the Go shopping (chatbots, mobile pay, proximity marketing,…) - Kill online Vs. store silos, to provide seamless shopping experience

ISCS**: •  86 % of Millenials use mobile devices IN STORE to:

- Compare prices at other stores - Check availability - Get discounts or coupons - Read reviews

Darty***: •  52% of clients who bought in-store visited our site less than 7 days before purchase •  For purchase above 250€, 60% of clients visited our site less than 7 days before •  Mobile is the 1st device used to prepare store purchase

*Omnichannel Intelligence report – L2 - Dec. 2016 **Convergence of physical and digital – ISCS – Dec. 2016 *** Case Study – Google - Oct 2016

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AGENDA




Brands and retailers must implement differentiating tactics for better acquisition, conversion and retention all along the customer journey especially on the following substages

These customer changes require rapid adaptation from brands and retailers in all sectors, including TCG’s


SITES & PRODUCT PAGE MOBILE

DELIVERY

OMNICHANNEL

IN-STORE

BETTER EXPERIENCE AND MORE CONTENT ON WEB SITE

“Darty & Vous”. Every day, new articles offering product tests, tips, articles on trends, interviews Each post is shoppable

Sephora beauty magazine "Beauty Dot": beauty trends, advice, tutorials, expert interviews and influencers with photos, animated gifs and videos Each article / post is shoppable

CONTENTS / SHOPPABLE MAGS


OVERALL ONLINE EXPERIENCE

•  Intuitive navigation •  Smart filters / Efficient search •  Personalization (recommendations, deals…) •  Advices (through customer opinions)

MORE EFFICIENT PRODUCT PAGES (TRANSPARENCY, SERVICES)

•  Up/Cross sales •  Expert’s & customers opinions •  Detailed technical description •  Product In-store availability

•  Highlight of benefits of main ingredients

•  Customers’ reviews and ratings •  Subscription for auto refill •  Product video presentation

•  Factory presentation •  Radical price transparency


MORE MOBILE SERVICES THROUGH APPS (1/2)

Consumers scan and buy the product in-store without checkout via Apple Pay

Scan&Go App allows customers to scan and pay directly for their product and avoid cashier

MOBILE PAY

Make-up tips (via Kik, Facebook Messenger, …)

Customers can ask the bot for suggestions and then order flowers through Facebook Messenger

CHATBOT


MORE MOBILE SERVICES THROUGH APPS (2/2)

When entering a US Sephora store, customers receive notifications related to store offers and news Other customized notifications based on the customer journey may also follow

Personalized notification sent near a store, highlighting availability in store of a product from customer’s shopping

PROXIMITY MARKETING (NEAR STORE) PROXIMITY MARKETING (IN STORE)


OMNICHANNEL SERVICES SUCH AS CLICK / RESERVE & COLLECT CLICK & COLLECT

Celio offers a free on-line reservation of products available in stores, within 1 hour, and for a period of 48 hours

RESERVE & COLLECT

Darty Offers 5€ discount on Click & Collect ordered products: •  1 hour availability •  dedicated parking spaces, •  pick-up zones at store entrance


Click & Collect + Reserve & Collect : up to 48% of the overall ECommerce sales for these 2 companies

MORE IN-STORE SERVICES IN-STORE NAVIGATION

Tablets convey additional product information and warn when go past promotions or products you like (personalized recommendations)

Target offers an in-store navigation tool in its app to find products, shelves and cases in all of the brand's stores


AUGMENTED REALITY

“Smart Mirror” allows customers to try virtually in-store items and compare cuts and colors without having to try. Also available for makeup, skincare and hair color testing

AND … BETTER COMMUNICATION

Click & Collect highlighted at store entrance indicating pickup points and the e-services features

OMNICHANNEL SERVICES HIGHLIGHTS ALL ALONG THE CUSTOMER JOURNEY

Etam highlights omnichannel services on a billboard that can not be missed. Promoted services: loyalty card, iPad in store to check availability, Etam.com eShop, Click & Collect , social platforms …)


« Click & Commute » is highlighted through ubiquitous displays in the John Lewis store in St Pancras

FASTER, SCHEDULED DELIVERY WITHOUT PREMIUM

•  1 hour (Pay), and free otherwise

•  Tracked delivery

•  UberEats offers less than 30 minutes delivery

•  30 minutes average •  Transparency on each restaurant delivery

time


SUBSCRIPTION BASED REVENUE (LEVERAGING EXPRESS DELIVERY)

•  Instacart Express : 149$/year

•  Amazon Prime : 10,99 $/month

•  Fnac +: 49€ / year




AGENDA





Where do we go from now? Invest in the future and structure your innovation resources: •  Wal-Mart spends 1B€/ year on innovation •  Fnac/Darty have mutualized their digital innovation

Define your digital and omnichannel: •  Ambition •  Roadmap •  Organization (with cross functional teams - store and digital)

Implement an innovation process: •  Starts by whittling down big ideas •  Review by cross-functional team (executives, store managers and associates) •  Create a prototype •  Test in several volunteers stores

« Remember that most of the time, your initiative won’t work. Be patient and improve, improve, improve,… » Scott Emmons, head of the Innovation Lab at Neiman Marcus

©iVentures Consulting 2017

C O N T A C T U S

www.iventures-consulting.com/eshopper-index | www.facebook.com/IventuresConsulting | @iVenturesC

Paris

Christophe Biget Managing Partner

+33 (0)6 62 04 62 75 @cbiget

[email protected]

7/11 rue de l’Yvette 75016 Paris

Aurelia Ammour Managing Partner

+1 (415) 315-9654 @aammour

[email protected]

1714 Lombard Street San Francisco CA 94123

San Francisco

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Online and in-store innovation all along the customer …€¦ · Online and in-store innovation...

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