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Regain the e-Commerce channel
Milan, November 7, 2012
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Copyright © 2012 Accenture. All rights reserved. 2
Change Management
Accenture Customer Innovation Network
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(Hyderabad)
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(Madrid ISC) CRM, S&M,
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Copyright © 2012 Accenture. All rights reserved. 4
Listening the voice of the customers on 10 Facebook pages
of fashion brands without e-Commerce
Dear think about an online shop!!! It
would be great
On-line shop is a generous idea!!!
There is only one question coming
to my mind: why Reserved does
not have an e-shop?
(…) I also often shop online, even
though I have the same store in my
town, because a garment is
unavailable
Oh, please hurry up! Most of the
brands already have their online
shops.
I would like an online shop, as e.g. Top
Secret has
Open an online shop, it’s more
convenient to shop on the Internet!
Boo, why it’s not possible to shop
on the Internet?
Is there any chance that in the nearest
future you will open an online shop?
There are several nice products I would
like to buy but that are not available in
my area.
Copyright © 2012 Accenture. All rights reserved. 5
Why an e-commerce platform?
Enjoy the
possibility to have
a complete control
over your channel
strategies, without
the intervention of
an agency!
Copyright © 2012 Accenture. All rights reserved. 6
Clothing & footwear market trend in Europe
Source: Euro monitor, Forrester Research, Fact Finder, Kelkoo, Accenture Analysis , Forbes, Business of Fashion, Accenture Estimation
>Global eCommerce market is
poised for a double digit growth
in the years to come, with the
majority coming from the EU
and the USA
Copyright © 2012 Accenture. All rights reserved. 7
Clothing & footwear market trend in Europe
Source: Euro monitor, Forrester Research, Fact Finder, Kelkoo, Accenture Analysis , Forbes, Business of Fashion, Accenture Estimation
>Global eCommerce market is
poised for a double digit growth
in the years to come, with the
majority coming from the EU
and the USA
>Fashion and luxury is the
second market segment in
European Market
Copyright © 2012 Accenture. All rights reserved. 8
Clothing & footwear market trend in Europe
Source: Euro monitor, Forrester Research, Fact Finder, Kelkoo, Accenture Analysis , Forbes, Business of Fashion, Accenture Estimation
>Global eCommerce market is
poised for a double digit growth
in the years to come, with the
majority coming from the EU
and the USA
>Fashion and luxury is the
second market segment in
European Market
>The clothing & footwear
European Compound Annual
Growth Rate of 11,5%
Copyright © 2012 Accenture. All rights reserved. 9
eCommerce evolution F
un
cti
on
ality
/ C
usto
mer
Valu
e
1st Generation
Experience by Default
[Ad hoc] 5%
2nd Generation
Experience by Intent
[Prioritize & Improve] 35%
3rd Generation
Experience by Design
[Design & Push] 50%
4th Generation
Experience on Demand
[Engage & Co-innovate] < 10%
Fragmented & inconsistent
• Catalog • Shopping cart
• Payments
Home-grown Manual updating Scaling issues Survey experience
Marketing only
Basic
• Search
• Promotions
• Merchandising
• Order status
• Cross sells
• Product-centric
Single-channel
Limited features
Measure experience
Measure benefits
Added features
•Searchandising
•Customer data profiles for
personalized experience
• Targeted e-marketing
•Guided store navigation for
in store search
•Social media
•User generated content
•Web analytics
Customer-centric
Micro-merchandising
Cross-channel
Real time testing
Continuous experience
improvements
Optimized for business
outcomes
Best-in-class
E-Commerce ecosystem assessment by fashion districts
Copyright © 2012 Accenture. All rights reserved. 10
>Internet adoption:
>eComm. adoption:
>Evolution index:
>Internal / SAS:
>Promotion:
>Potential:
Early adoption Average Late adoption
Exhausted Exploitable Exploitable
DM + Led + BA Led + BA (mostly) BA
3,6 3,2 2,7
Multiple Mixed Single
Quick Quick Quick
Source: Forrester Research, Gartner, Forbes, Ovum, Accenture Analysis ,
Copyright © 2012 Accenture. All rights reserved. 11
Fashion & Luxury Channels Evolution Trends
Source: Accenture Trends Observatory
Copyright © 2012 Accenture. All rights reserved. 12
Fashion & Luxury Channels Evolution Trends
Source: Accenture Trends Observatory
Source: Euro monitor, Accenture Analysis ,
> “Give me control and choice”:
the customers love a brand
consistent omni-channel
experience
The most wanted functionality in a fashion brand site
Copyright © 2012 Accenture. All rights reserved. 13
Source: Euro monitor, Accenture Analysis ,
> “Give me control and choice”:
the customers love a brand
consistent omni-channel
experience
The most wanted functionality in a fashion brand site
Copyright © 2012 Accenture. All rights reserved. 14
> “Help me, help myself”:
customer support is one of the
most important elements to
decide customer journey in site
and stores
Source: Euro monitor, Accenture Analysis ,
> “Give me control and choice”:
the customers love a brand
consistent omni-channel
experience
The most wanted functionality in a fashion brand site
Copyright © 2012 Accenture. All rights reserved. 15
> “Help me, help myself”:
customer support is one of the
most important elements to
decide customer journey in site
and stores
> “Know me everywhere”:
the 21% of customer tent to
purchase recommended
additional products to complete
outfits
Copyright © 2012 Accenture. All rights reserved. 16
Source: Forrester research, Forbes
Most influencing strategies for Fashion e-Commerce market
> Predictions are the more
players come into the market,
the more price competition will
become heavier and discount
erosion will follow
Copyright © 2012 Accenture. All rights reserved. 17
Source: Forrester research, Forbes
Most influencing strategies for Fashion e-Commerce market
> Predictions are the more
players come into the market,
the more price competition will
become heavier and discount
erosion will follow
> The M-Commerce growth will
continue a rapid growth
including couponing, voucher
and shopping comparison
Copyright © 2012 Accenture. All rights reserved. 18
Source: Forrester research, Forbes
Most influencing strategies for Fashion e-Commerce market
> Predictions are the more
players come into the market,
the more price competition will
become heavier and discount
erosion will follow
> The M-Commerce growth will
continue a rapid growth
including couponing, voucher
and shopping comparison
>Most profitable (increase 65-
70% margin) on-line strategy
is the customer reactivation
through direct marketing &
social-crm
Focus on Burberry cloudy period
Copyright © 2012 Accenture. All rights reserved. 19
> 9/11/2012 “Burberry Group
tumbles 17% after profit
warning”* (affecting the overall
fashion segment**) cause by
wholesales trends
Source: The Business of Fashion, The Wall Street Journal*, Market watch**, Klout
Focus on Burberry cloudy period
Copyright © 2012 Accenture. All rights reserved. 20
> 9/11/2012 “Burberry Group
tumbles 17% after profit
warning”* (affecting the overall
fashion segment**) cause by
wholesales trends
>Burberry is focusing its effort
on social engagement with a
clear strategy that allowed
them to became leader
Source: The Business of Fashion, The Wall Street Journal*, Market watch**, Klout
Focus on Burberry cloudy period
Copyright © 2012 Accenture. All rights reserved. 21
> 9/11/2012 “Burberry Group
tumbles 17% after profit
warning”* (affecting the overall
fashion segment**) cause by
wholesales trends
>Burberry is focusing its effort
on social engagement with a
clear strategy that allowed
them to became leader
> Futuristic technology meets
heritage at Burberry's new
London flagship, with an
innovative experience that
merge digital and in-store UX
Source: The Business of Fashion, The Wall Street Journal*, Market watch**, Klout
A case history: Luxury brand
Copyright © 2012 Accenture. All rights reserved. 22
> One of the most important
luxury brand needs to
empower the sales channels
>The strategy aims to increase
B2B wholesale channel level of
interactions and relationship
and also to launch a profitable
e-Commerce
>The brand experience
leverages CRM and e-
Commerce strategies across
direct and indirect channels
>Prénatal was a traditional
niche-player in a market growth
of new competitors
>A turn-around strategy aims to
change the collection creation
criteria, to increase and
integrate both the contact and
the sale channels
A case history: Prénatal
Copyright © 2012 Accenture. All rights reserved. 23
>Prénatal was a traditional
niche-player in a market growth
of new competitors
>A turn-around strategy aims to
change the collection creation
criteria, to increase and
integrate both the contact and
the sale channels
>A social-commerce strategy
integrated seamless social,
community, CRM and
e-Commerce
A case history: Prénatal
Copyright © 2012 Accenture. All rights reserved. 24
A case history: New Look
Copyright © 2012 Accenture. All rights reserved. 25
> New Look, one of the UK‟s
most successful „fast fashion‟
retailers, aims to create a
fashion site able to compete
(and win) in the pure-play
market
>A searchandising experience
stand-out the catalogue depth
emphasizing a company asset
>A direct-marketing strategy
empowers the brand presence
through the whole customer
journey
3 steps to regain the e-Commerce channel
Copyright © 2012 Accenture. All rights reserved. 26
3
2
1
Forecast potential New cross-channel market research
methodologies
Define Project scope Integration of services, providers, technology
Business case Optimise investiments, maximize sales
1
2
3
• Evaluation of the strength of your brand to identify
marketing opportunities through data analysis
• Leverage the Internet to define online consumers
potential
• Leverage social media to drive online sales
• Optimize e-mail/personal data collection to promote your
eCommerce platform
• Your potential should be increased, does not necessarily
need to be done internally
• Data Integration is the key to consumer insight
competence often not well developed within the company
third-party solutions
1) Forecast the unexpressed global potential
Copyright © 2012 Accenture. All rights reserved. 27
A B
C D
Exausted Potential
Brand Popularity
eC
om
merc
e
Tra
ditio
nal
Busin
ess b
y c
hannel
>The first step to define the
commercialization spread roadmap is
the estimation of the multichannel
potential by country
1
2
3
1) Forecast the unexpressed global potential
Copyright © 2012 Accenture. All rights reserved. 28
A B
C D
Exausted Potential
Brand Popularity
eC
om
merc
e
Tra
ditio
nal
Busin
ess b
y c
hannel
>The first step to define the
commercialization spread roadmap is
the estimation of the multichannel
potential by country
>To define multichannel potential in all
the countries where brand is currently
operating we need to consider,
normalize and aggregate
inhomogeneous business lever as: > Visitor Factor: Visits, time spent
> Trend Factor: brand trend, SERP, bidding values
> Population Factor: population by country
> Penetration Factor: internet & eCommerce penetration by
country
> Diffusion Factor: direct and wholesale store number
> Commercial Factor: direct and wholesale sales volume
> Activation Factor: business start-up readiness
> Security & Issue Factors: unpredictable factors
Trend factor
1
2
3
Copyright © 2012 Accenture. All rights reserved. 29
2) Maximize sales
BRANDING
INFORMATION
AQUISITION
BRAND
AWARENESS
T1
T2 FIDELIZATION
DIRECT MKTG LED ORGANIC
SEO
COMMUNICATION
CAMPAIGNS
VIRAL/BUZZ
ORDER
NUMBER
Service
Level
AVERAGE TICKET
VALUE (ATV)
AVERAGE TICKET
VALUE
> We can influence the visitor
volume by activating different
acquisition channels focused
on re-activation tactics and
performance strategies
>The most relevant lever to
consider is the conversion rate
that is influenced by a mix of
commercial and UX elements
>The average ticket is also
influenced by the capability of a
brand to enhance the shop-the-
look and outfit experience Source: The internet retail report
CTR
CR
TM
KPI
1
2
3
30 Copyright © 2012 Accenture. All rights reserved.
Catalogue
Mgmt
Creative & Asset Mgmt
Financial Payment
Shopping
Merchandise
Finance & Billing
CRM Content
Web Content Mgmt
Web Social Mgmt
Customer
Inventory Facility Mgmt
Reporting Customer
Service
Web Platform Customer
Care Supply Chain
Fulfilment
Application Mgmt
Licensing Mgmt
Analytics & Reporting
Analytics
Paid Media
Owned Media
Marketing & Sales
Store Integration
Reservation
Product Data
Mgmt
Pricing Mgmt.
Assortment Planning
Benchmark
Collaboration
Photo Mgmt.
Image
Mgmt.
Video Mgmt.
Graphic
Designer
Naming &
Labelling
Mgmt
Store info
mgmt.
Copywriting
Blogs Mgmt.
Community
Mgmt.
Ratings &
Reviews
Social Media
Administration
Translation Service
Promotion Mgmt.
SEO SEM
Affiliation
Mgmt.
Retargeting
Remarketing Commission
Deduplication
Marketing
Comparison
Shopping
Gift /Voucher
Mgmt
Loyalty Mgmt
Cross/Up Sell Mgmt.
Clustering
Mgmt.
Segmentation
Mgmt.
Funnel
Optimization
Invoice Mgmt
Reconciliatio
n Mgmt.
Tax Mgmt.
Payment &
Process
Mgmt.
Fraud Mgmt Online Service Product Support
Returns
Mgmt support
Orders Mgmt
support
Stock Mgmt.
3PL contract
Mgmt
Warehousing
Mgmt.
Transportatio
n Mgmt.
Auditing
Service
Sales
Tracking
Alert
Monthly
Reporting
Service
Web
Analytics
Marketing
Analytics
Shopping
Analytics
Fulfilment
Analytics
Returns
Mgmt
Replenishme
nt Mgmt
Administrative Service Support
3PL / Carrier
selection
Collaboration
3) Optimize investments – define project perimeter
1
2
3
31 Copyright © 2012 Accenture. All rights reserved.
Catalogue
Mgmt
Creative & Asset Mgmt
Financial Payment
Shopping
Merchandise
Finance & Billing
CRM Content
Web Content Mgmt
Web Social Mgmt
Customer
Inventory Facility Mgmt
Reporting Customer
Service
Web Platform Customer
Care Supply Chain
Fulfilment
Application Mgmt
Licensing Mgmt
Analytics & Reporting
Analytics
Paid Media
Owned Media
Marketing & Sales
Store Integration
Reservation
Product Data
Mgmt
Pricing Mgmt.
Assortment Planning
Benchmark
Collaboration
Photo Mgmt.
Image
Mgmt.
Video Mgmt.
Graphic
Designer
Naming &
Labelling
Mgmt
Store info
mgmt.
Copywriting
Blogs Mgmt.
Community
Mgmt.
Ratings &
Reviews
Social Media
Administration
Translation Service
Promotion Mgmt.
SEO SEM
Affiliation
Mgmt.
Retargeting
Remarketing Commission
Deduplication
Marketing
Comparison
Shopping
Gift /Voucher
Mgmt
Loyalty Mgmt
Cross/Up Sell Mgmt.
Clustering
Mgmt.
Segmentation
Mgmt.
Funnel
Optimization
Invoice Mgmt
Reconciliatio
n Mgmt.
Tax Mgmt.
Payment &
Process
Mgmt.
Fraud Mgmt Online Service Product Support
Returns
Mgmt support
Orders Mgmt
support
Stock Mgmt.
3PL contract
Mgmt
Warehousing
Mgmt.
Transportatio
n Mgmt.
Auditing
Service
Sales
Tracking
Alert
Monthly
Reporting
Service
Web
Analytics
Marketing
Analytics
Shopping
Analytics
Fulfilment
Analytics
Returns
Mgmt
Replenishme
nt Mgmt
Administrative Service Support
3PL / Carrier
selection
Collaboration
3) Optimize investments – how to optimize your investiments:
1
2
3
Business planning
32 Copyright © 2012 Accenture. All rights reserved.
1
2
3
>Define the middle term
strategy and the benefit for the
organization generating sales
on-line and in store
>Forecast the profits and loss,
the break event point and the
overall project profitability
>Define the new scenario
activating a new mix of partner
with vertical skill, services and
structure the new organization
Copyright © 2012 Accenture. All rights reserved. 33
SO WHAT !?!
> 4th e-Commerce Gen that starts from the
customer experience is seamless and omni-
channel
>E-Commerce is strategic for fashion brand to
rethink your model and win in a changing
market
> Exhaust the brand potential by activating and
leveraging the acquisition channel thrusts