The New Luxury World: l'identità digitale nel lusso fa la differenza
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This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. The New Luxury World: l’identità digitale nel lusso fa la differenza Massimo Fubini Founder & CEO di ContactLab 7° Luxury Summit, Il Sole 24ORE, 10 giugno 2015
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Transcript of The New Luxury World: l'identità digitale nel lusso fa la differenza
This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
The New Luxury World:
l’identità digitale nel lusso fa la differenza
Massimo Fubini
Founder & CEO di ContactLab
7° Luxury Summit, Il Sole 24ORE, 10 giugno 2015
This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 2
CONTACTLAB - FACTS & FIGURES
Oltre 15 ANNI di esperienza e di leadership nel digital direct marketing
1 SEDE a Milano, 4 UFFICI in Europa
80 MILIONI di email spedite ogni giorno
6.3 TERABYTE di dati gestiti ogni giorno dai nostri sistemi
12.5ML EUR fatturato (2014)
CASH POSITIVE e totalmente autofinanziata
ContactLab è iscritta al programma Elite di BORSA ITALIANA
Exane BNP Paribas ha scelto ContactLab come partner per le analisi dei trend di mercato digital dell’ambito fashion-
luxury
Gartner ha incluso ContactLab nella Market Guide for Email Marketing (giugno 2014)
This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 3
COSA FACCIAMO PER L’INDUSTRIA DEL LUSSO
This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 4
PUNTO DI RIFERIMENTO PER I MEDIA INTERNAZIONALINewspaper: ForbesDate: 2015/05/28Page: Online newspaperLanguage: Spanish
Newspaper: Il Sole 24OREDate: 2015/05/29Page: 21Language: Italian
This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 5
IPER-FOCALIZZATI SUL LUSSO IN SCALA GLOBALE, CON PARTNER D’ECCELLENZA
This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 6
NON SI TRATTA (SOLO) DI E-COMMERCE…
15%
17%
20%
23%
0%
5%
10%
15%
20%
25%
2011 2012 2013 2014
Revenues from In-store Digitally Contactable Clients (% In-Store Revenues, Worldwide)
Source:
ContactLab Analysis
Dal 2011 crescono i ricavi generati in negozio dai clienti con un profilo digitale…
This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 7
Anonymous
27%
Digitally Contactable
23%
Registered
50%
LUXURY BRAND: DA DOVE ARRIVA IL FATTURATO RETAIL
… Che però rappresentano ancora solo 1/4 degli acquirenti in negozio
Source:
ContactLab Analysis
In-Store: Level of Engagement (% Retail Revenues, 2014)
• I clienti anonimi sono
un’opportunità di business
• Dar loro un’identità digitale per
fidelizzarli, portarli in negozio,
stimolarli all’acquisto potrebbe far
crescere le revenues sino al 30%
This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 8
0%
10%
20%
40%
50%
60%
30%
70%
80%
90%
100%
92%
3%5%
90%
6%4%
2013 2014
4%
L’ESPERIENZA DI ACQUISTO SI FLUIDIFICA TRA I DIVERSI CANALI DI VENDITA
E-commerce only
Cross-Channel
In-store only
Le revenues generate dall'e-commerce coprono una
forbice che va dallo 0% al 20%
Client Mix by Purchasing Channel (% Retail Revenues, Worldwide, 2013-2014)
Source:
ContactLab Analysis
0% - 20% ricavi e-commerceMedia pesata country by country
This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 9
È LA CONTATTABILITA’ DIGITALE CHE FA LA DIFFERENZA, SU QUALSIASI CANALE DI VENDITA
0
200
400
600
800
1.000
2013 2014 2013 2014 2013 2014 2013 2014
1.200
1.400E-COMMERCE IN STORE CROSS CHANNEL
Digitally Contactable Registered Digitally Contactable Digitally Contactable
La competitività si gioca sulla
capacità di integrare i profili
digitali dei clienti con le azioni
che compiono in qualsiasi
touchpoint della marca
Client Yearly Average Spending (EUR, Worldwide, 2013-2014)
Source:
ContactLab Analysis
This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 10
Client Revenues by Level of Engagement: S-Curve Simulation (% Total In-Store Revenues, Worldwide, 2009-2020E)
Source:
ContactLab Analysis
LA CONTATTABILITA’ DIGITALE È LA NUOVA LEVA PER LA COMPETITIVITA’
0%
10%
20%
40%
50%
60%
30%
70%
80%
90%
100%
2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020
23%
50%
27%
26%
51%
23%
29%
50%
21%
32%
49%
19%
35%
48%
17%
38%
47%
15%
41%
45%
14% Anonymous
Registered
Digitally Contactable
Estimates
Il numero di clienti registrati e digitalmente contattabili è in continuo aumento e ha un profilo alto spendente sia in negozio
sia cross canale
This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 11
E-COMMERCE, IMPATTO TRIPLICATO SUL FATTURATO DEI LUXURY BRAND NEI PROSSIMI 5 ANNI
0%
5%
10%
15%
20%
25%
30%
35%
UK Germany US Worldwide ROW France
2014
2020E
Average 3 Methodologies
Source:
ContactLab Simulation,
Exan BNP Paribas estimates
E-commerce Penetration: 2020E Vision (average: Simple Linear, Multiple Linear, S-Curve)
This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 12
0%
10%
20%
30%
40%
50%
2014 2020E
S-Curve
27%
51%
6%
21%
17%
34%
TRE MISURAZIONI, UNA DIREZIONE: AUMENTANO I RICAVI DIRETTI E INDIRETTI DAL DIGITALE
Digitally-driven
In-store Revenue
E-commerce Revenue
Il digitale potrà influenzare sino alla metà delle vendite di un brand
Source:
ContactLab Simulation
Revenues from Digital Playground (% Total Worldwide Retail Revenues, 2014-2020E)
This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 13
MISURIAMO COSTANTEMENTE LA ROADMAP DIGITALE DEI MAGGIORI BRAND DEL LUSSO
Source:
ContactLab Analysis
This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 14
LA TERZA EDIZIONE DEL REPORT «DIGITAL FRONTIERS» È DISPONIBILE ONLINE
http://bit.ly/DF2020
This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 15
GRAZIE
www.contactlab.com
www.newslettermonitor.com
@massimofubini
MASSIMO FUBINI
