1© iVentures Consulting 2014
eShopper Index ®eShopper
Index
Digital strategy for retail: OmniChannel
®
May 7th, 2014#hivedata
@cbiget@iventuresC
2© iVentures Consulting 2014
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
3© iVentures Consulting 2014
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
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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
5© iVentures Consulting 2014
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
6© iVentures Consulting 2014
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
7© iVentures Consulting 2014
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
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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
9© iVentures Consulting 2014
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
10© iVentures Consulting 2014
eShopper Index ®
OMNICHANNELKey figures
0%
20%
40%
60% 54%
40%
36%36%
25%
20%18%
6%3%
Main OmniChannel services implemented
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eShopper Index ®
OMNICHANNELKey figures
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
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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
OMNICHANNELKey figures
13© iVentures Consulting 2014
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)
14© iVentures Consulting 2014
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
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eShopper Index ®
OMNICHANNELBest Practices
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)
Return a product ordered online
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
16© iVentures Consulting 2014
eShopper Index ®
OMNICHANNELBest Practices
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
17© iVentures Consulting 2014
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
OMNICHANNELBest Practices
18© iVentures Consulting 2014
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
Return 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
OMNICHANNELBest Practices
19© iVentures Consulting 2014
eShopper Index ®
OMNICHANNELBest Practices
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
20© iVentures Consulting 2014
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