Dr. Katharina Wendl (Hervis): Hervis gre večkanalno

A traditional sports dealer on the way to a digital future

Dr. Katharina Wendl

© 2014 HERVIS Sport- und Mode GesmbH

HERVIS GOES MULTI-CHANNEL

© Hervis Sport- und Modegesellschaft m.b.H. 2

eCom - A look back – How it all beganHistory and development of the Hervis online shops

Multi Channel – “The new Hervis is here!“From the development of the concept to the international roll-out

Prospects – Where are we going?Our visions, strategies and to-do’s to ensure a successful future

AGENDA

eCOM – a look backA new sales channel is established.

„„


Hervis international

Over 173 Shops in 7 countries4 Online-Shops (AT/DE, CZ, SI, HU)


Hervis key figures 2012● Turnover 2012: € 424 Mio.

● 2.831 employees

● more than 173 Shops in 7 countries

● more than 180.000 m² sales floor

Hervis Sports

Over 170 Hervis outlets, but …- growing competion from new pure online players- only 1 sales channel (fixed location outlets)- no central warehouse (basis for eCom full-range)


OUR SOLUTION – THE HERVIS COUNTDOWN -> a Live-Shopping-Concept

Daily countdown: 1 Product available for 24 hrsStart: June 2009


THE CONCEPT IS WORKING … -> 2,500 Ski helmets in just one day

FIXED LOCATION OUTLETS

Example: Ski helmetSales price: 69.99List Price: 129.99Order quantity: 2,500Sales quantity: 2,377Period: 5 months

ONLINE-SHOP

Example: Ski helmetSales price: 59.99List price: 129.99Order quantity: 2,500Sales quantity: 2,189Period: 1 day


FROM COUNTDOWN – to MEGA COUNTDOWN -> a further development of the Live-Shopping-Concept

2011: 12 Products for 1 week / 24 Products for 2 weeks

2012: 30 - 80 Products / 2 Runs per week

2010: 1 Product for 24 hrs

But, the Live-shopping concept

is subject to a growth limit

„ „

The market is undergoing a change.


THE BIRTH OF THEME & BRAND SHOPS-> A logical consequence in the direction of full range availability

2013: 1.000 seasonal products for 24 / 7 availability2014: on the way to full range


Die 3 pillars of Hervis online-shops

Hervis e-Commerce

Pricing policy:Online / Outlets similar – Centralized price adjustment

Pricing policy:Online / Outlets similar – Centralized price adjustment

Pricing policy:especially “Online only“ price (for short time) – Manual price adjustment

OUR FAVOURITE !

14© Hervis Sport- und Modegesellschaft m.b.H.

What have we achieved so far ?

Online - Turnover 2012:

+30% over previous year

Online - Turnover 2013:

+51,57% over previous year

Online – Turnover target 2014:

+60% over previous year


(Ø 1,8 items /

basket) dispatched 2013

range of products online (thereof ~800 Articles in Theme- / brand shops | 2012: 2,500 )

What have we achieved so far ?

70,000 Articles

6,000 Articles


BUT ALWAYS KEEP IN FOCUS: Our business model and our key performance indicators

CALCULATION MODELTotal costs per piece: € 9,31

Since our e-commerce must pay-off we have to reach a revenue of

€ 15,- per piece


However, our customers are changing their purchasing behaviour.

… and we must adapt quickly to this.


© Hervis Sport- und Modegesellschaft m.b.H. 1818© Hervis Sport- und Modegesellschaft m.b.H.

Customers inform themselves in advance online and then go to an outlet.

ONLINE BOOSTS OFFLINE


The customer decides ..…


… when and where he gathers information and makes his purchases.Since eCommerce is independent of closing times and is accessible via mobile end-user devices, then time and location are increasingly becoming unimportant.

Multi-/Cross-Channel-Retailing

HERVIS GOESMULTI CHANNELMulti channel Shop Concept sets new standards



Step 1DEVELOPMENTIntegration of the online-worldinto the offline-world.



Step 2TEST PHASEHervis Future Store Vienna in the “Wien Mitte” shopping centre.

Shop opening flysheets


NEW CONCEPT

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QR-CODES on the brand-labels link directly to the Brand Shops.

orders5%


in theORDER ZONE of the “Wien Mitte“Shopping Centre using the mobile terminals.

Video : Hervis Future Store


Step 3Roll-out INTERNATIONAL

100 outlets throughout Europe


NEW POS MaterialMORE WAYS TO SHOP – Entrance portal

Tablet-Terminal with sticker ”Pay in Store“

Cardboard stands

Brand shops - Stickers on brand labels

Some stickers for the pillars

Ski wall

NEW SERVICES for the customerOnline ordering in the store

Click & Collect facility

Pay in Store facility

Return of goods possible in the outlets

Lots happened in 2013 …


“Wien Mitte“: 25.4.13 – 25.7.13659 packages

of these, 85 bicycles (78 made ready-to-ride)

Return rate = 0%

Return-rate

0%

orders45%



What else has changed ?

An introduction in ALL countries and in ALL media forms.

360 Degree Marketing - Multiscreen

eCOM - ProspectsOur Vision.

„„


HERVIS GOESMOBILE / No-Lineanytime – anywhere- any device

For “tomorrow‘s customers“ ….August 2013 (AT): 17.3% of our website Customers were mobile - i.e. via mobile phone (12.5%) and via. Tablet (5.8%).March 2014 (AT): 31,44% were mobile: via Handy (20,22%) and via Tablet (11,23%)


Where will the customer shop in 2020 ?


HERVISPopUp StoresA totally new shopping experience

The concept is based on a combination of online and offline services. Customers have the ability to scan the QR codes on the printed products, gather related information and then to purchase them. In addition, a computer terminal and a consultant are available.


HERVISPopUp StoresA totally new shopping experience

The brands come to the customer and all thatat a low price and with a high degree of attention.


HERVISSHOWROOMSThe best ever store innovation

In the showroom customers find only one piece of each article, but via use of the QR codes one can find the wished for goods and define the required size. Finally, the customer finds the selected goods in the allotted cabin, which can be paid for there and taken away immediately. A strategy which both optically reduces the showroom and reduces the personnel costs.


HERVISShopping WindowsShopping via a Touchscreen or a mobile phone


HERVISShopping WindowsShopping via a Touchscreen or a mobile phone

Thus, products can be brought closer to passers-by, even outside of normal business hours. Selected products can then be paid for via a mobile device and then delivered to the customer’s home within an hour. The aim here is to present ranges of branded goods online at locations where the target group spend their time.

OUR WAY

42

POP UP STORES

43

Small sales floors – great potentialsVery strong online focus, incl. seller support

44

Hervis Express: Hervis Pop up Stores

45

Sales support: We bring the online world to the stationary store

46Concept: Alser Strasse 1090 Wien, Alser Strasse 20

NEW CONCEPTS: Modern shop window design

47

NEW CONCEPTS:Pop up Skirental

48

But equally unrenouncable in the digital world …

DIGITAL WORLD


The human factor!

OUR VISION

50


Our vision of a digital company:The digital salesperson

52

one distribution-tool

53

5 times more articles(all colours, all sizes, 24h available)


Customer Touchpoints – The multitude of Hervis customer Touchpoints

Up till now2014

and onwards


Mobile assisted shopping in the outlets – with sales staff support.

Customer enters the outlet. Logs onto the Hervis sales system using a customer loyalty card App.

The customer is welcomed by the salesperson– who already knows who the customer is and what items have been bought to date. Using a Tablet, the salesperson can advise the customer and lead him through the sales process.

Using Bluetooth based iBeacons the outlets, customers can gather information themselves via Smartphone.

Alternatively the customer can scan the product details and place the product into the virtual shopping or wish list.

The customer pays for the goods either directly via the Tablet, or pays at the check-out (Pay in Store), or an invoice is sent to the customer‘s home.

The goods are delivered directly to the home of the customer via the online – shop - logistic organization, or delivered to the outlet.


Markets: New user concepts and multichannel formats will be developed – with increasing digitalization of the POS (e.g. interactive sales showrooms, digital sales support etc).

Online-Reservations and online – stock availablity enquiries will be enabled, Click & Collect systems

The quality of customer data will be improved and utilized in smarter and qualitively better manners (e.g. Digital CRM, customer data networks etc).

Offer the customer at each Touchpoint exactly what is expected to be found there:

Advice

Information

Speed

Personality

Experience

Choice…

A look into the future

57

BEILAGE NEUBut it‘s all about…

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59

SPORT

60

SUCCESS

… and

61

Thank you

Date post:	14-Dec-2014
Category:	Marketing
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