Digital Strategy OmniChannel Retail

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
TODAY
Retail 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
CRM
OmniChannel

eShopper
Index ®
2014 eShopper Index
13 sub-steps measured
OmniChannel
Before
purchase SEO/ SEM Social Media Mobile User Interface Product Page
During
purchase Sales Funnel Customer Service Newsletter
After
purchase Communication
emails
Customer AccountDelivery & Package Return & Refund

eShopper
Index ®
Overall Ranking of the 130 analyzed
companies
1 Zalando 28 Walmart 55 Thierry Mugler 82 Nocibe
10
9 YSL
2 Zappos 29 Nike 56 Zara 83 Michael Kors
11
0 Columbia
3 Amazon 30 Macy's 57 Benefit Cosmetics 84 Ruelala
11
1 Nespresso
4 Net A Porter 31 Barnes & Noble 58 Louis Vuitton 85 Guerlain
11
2 Boulanger
5 Gap 32 Yoox 59 Coach 86 Baccarat
11
3 Sainsbury's
6 Lacoste 33 Burberry 60 Eveil & Jeux 87 Hermes
11
4 Fresh
7 Fab 34 Estée Lauder 61 Otto 88 Neiman Marcus
11
5 Safeway
8 Nordstrom 35 Mytheresa 62 Farfetch 89 SFR
11
6 Guess
9 Marks & Spencer 36 Gilt 63 Nasty Gal 90 DKNY
11
7 Dior Parfums
10 Ralph Lauren 37 Levi's 64 Toys"R"us 91 Next
11
8 Homebase
11 Target 38 Justfab 65 Calvin Klein 92 Longchamp
11
9 Giorgio Armani
12 Sephora 39 Chanel 66 Apple 93 Neutrogena
12
0 Bouygues Telecom
13 Kate Spade 40 Hugo Boss 67 Saks Fifth Avenue 94 Gucci
12
1 Orange
14 Harrods 41 Tesco 68 Shopbop 95 Marionnaud
12
2 3 Suisses
15 Clinique 42 Décathlon 69 Reebok 96 Dell
12
3 Dolce & Gabbana
16 Sarenza 43 Createurs de Beaute 70 Tommy Hilfiger 97 Argos
12
4 AT&T
12

eShopper
Index ®
Executive summary
What 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 ®
OMNICHANNEL
Key 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 ®
OMNICHANNEL
Key figures
0%
20%
40%
60% 54%
40%
36%
36%
25%
20%
18%
6%
3%
Main OmniChannel services implemented

eShopper
Index ®
OMNICHANNEL
Key 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
USA
EUROPE

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
OMNICHANNEL
Key figures

eShopper
Index ®
OMNICHANNEL
Observations, 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)
OMNICHANNEL
Best Practices

eShopper
Index ®
OMNICHANNEL
Best 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)
 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 ®
OMNICHANNEL
Best 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

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
OMNICHANNEL
Best Practices

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
OMNICHANNEL
Best Practices

eShopper
Index ®
OMNICHANNEL
Best 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

eShopper
Index ®
Contacts
PARIS OFFICE
Christophe Biget
Partner
+33 1 70 08 06 60
christopheb@iventures-consulting.com
@cbiget
SAN FRANCISCO OFFICE
Aurelia Ammour
Partner
+1 (415) 315-9654
aureliaa@iventures-consulting.com
@aammour
www.iventures-consulting.com
@iventuresC

Digital Strategy OmniChannel Retail

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