THE E-BUSINESS IN THE OMNI-CHANNEL ERA

RaffaeleNardoHeadofDigital&E-CommerceElisabe6aFranchi

@raffaelenardo

@raffaele_nardo raffaelenardo@gmail.com

www.raffaelenardo.it

2015 Europe

COUNTRIES: 1.  Italy 2.  United Kingdom 3.  Ireland 4.  France 5.  Germany 6.  Spain 7.  Austria 8.  Malta 9.  Sweden 10.  Finland 11.  Denmark 12.  Czech Rep. 13.  Romania 14.  Bulgaria 15.  Slovenia 16.  Poland 17.  Hungary 18.  Slovakia 19.  Croatia 20.  Lithuania 21.  Estonia 22.  Latvia 23.  Portugal 24.  Switzerland 25.  Luxembourg 26.  Netherlands 27.  Belgium 28.  Greece 29.  Cyprus 30.  Russian Federation

elisabe6afranchi.comLanguages:IT,EN,FR,DE,ES,RUCurrencies:€,£,zł,RubCountries:30

TARGET Create a platform that optimize what usually happens at the bottom of the Funnel: increasing the conversion rate

and reducing the lost conversions.

WHY OPTIMIZE THE PLATFORM Several studies demostrated that 67,89% of e-commerce

shopping carts are abandoned without converting.

•  Don’t force customers to register in order to complete a purchese can increase the CR of 45%.

•  Adding a picture of each item during all steps can increase the CR of 10%

•  Let customers save their cart can increase the CR of 24%.

•  Demonstrate security and enlist trust can increase the CR of 58%.

•  Don’t take words for granted, changing a headline or adding special words can increase conversions up to 221%.

•  Color can make a difference, different colors mean different things for customers and the correct use of them can increase the CTR of 21%.

UX/UI STORY-TELLING The new User Interface is developed to give more information and, at the same time, reduce significantly the steps needed to finalize the order.

The Story-telling it’s the most effective way to present a product and the story behind it. For this reason we have dedicated a special space in the product pages for editorial contents.

360° PRODUCT VIEW The idea is to valorize the category killer with a special feature which gives additional value to the products. We introduced the 360° function that allows the customers to rotate complitely the model to better appreciate the product.

Analyzing the results of the first season it’s noticed that the conversion rate was increased of 4,3% and based on this data we decided to extend the function to all the other categories.

360° PRODUCT VIEW Sometimes what you create for one platform could be helpful to the others and let you keep a coherent communication.

SHOP BY LOOK The new lookbook section s interactive and completely integrated with the shop, infact you can buy the complete look, just one item, discover colors,

availability and others information.

ANIMATED CATALOG We tried to make the shop catalog more attractive than ever,

using the gif-animations to enchance the value of the products. The result is a significant increase of the Click-through rate.

RESULTS We used CrazyEgg tool combined to eBusiness statistics to analyze the result of the

first month and I discovered that the Click-through rate was increased of 270% and the conversion rate of the products was increased between 15% to 42%.

E-MAIL MARKETING ONE-TO-ONE INCREASE THE EFFECTIVENESS

Research shows video email marketing has a 280% higher rate of return than traditional emails.

We improved our DEM channel using videos and special function such as shop by size and shop by color.

Results after 6 months:

•  Global CTR +63%

•  Globlal CR +18%

OMNI-CHANNEL STATISTICS

Customers are interacting or transacting with your brand using more than one channel.

If you cannot tie transactions from multiple channels to the same physical person, it is impossible to identify

your most valuable customers.

OMNI-CHANNEL THE STRATEGY

E-commerce Retail

•  Shared Stock Show the stores availabilty directly on the e-commerce to optimize the stock and give to clients more choise.

•  Buy Online & Pick-up in store Offer to clients the possibility to buy online and pick up the item in store.

•  E-Mail Marketing OneToOne Collecting in-store information about the customers let us to create custom email campaign.

•  Click & Collect The custemers will be able to buy produtcs that are not phiscally available in the store and choose to receive it at home or come back to pick up in store.

•  Customer’s Journey Collection online information about the customers will let us to personalize the customer experience in the stores.

STORE LOCATOR BOOK AN APPOINTMENT

As additional service for our customers, we are going to introduce a special feature that allows the users to book an appointment in boutique directly from our website.

The main focus is to connect online and offline with a deep services network.

STORE LOCATOR BOOK AN APPOINTMENT

The feature has few and simple steps.

Clicking “Book an appointment” the users will be able to select the date on a digital calendar.

STORE LOCATOR BOOK AN APPOINTMENT

Then they can choose the appointment’s time-range and complete the contact form with all the information required.

The system will send automaticcally the appointment request to the boutique.

STORE LOCATOR BOOK AN APPOINTMENT

The boutique will confirm the appointment in 24h.

STORES AVAILABILITY RESERVE FROM ONLINE

We are going to introduce a new call-to-action in the product page that allows the customers to check the availability of the products in our stores.

This tool will bring an additional value to our platform and will fits complitely the needs of our customers offering in this way a faster communication and support.

STORES AVAILABILITY RESERVE FROM ONLINE

The customers can check the availability of the products in our stores all over the world.

They can select the store and make a reservation of the item that can be picked up later in the store.

SHARED STOCK INCREASE THE AVAILABILITY

We are going to share the stores stock directly online.

In this way we will increase the availability of our e-commerce platform, optimizing the stock of the physical stores through several rules that guarantee to not canibalize the retail channel.

BUY ONLINE & PICKUP IN STORE INCREASE THE SYNERGY

Focus:

•  Brings online users to the physicall store and offline user to the website

This function increase the synergy between e-commerce and retail giving to the customers a simple but useful service.

BUY ONLINE & PICKUP IN STORE INCREASE THE SYNERGY

Focus:

•  Brings online users to the physicall store and offline user to the website

This function increase the synergy between e-commerce and retail giving to the customers a simple but useful service.

CLICK & COLLECT SATIFSFY THE NEEDS

E-commerce Retail

Warehouse

Graphic Interface

The website is not only a B2C platform but it could be a great tool for the shop assistants too. We are going to launch a dedicated e-commerce store-view for our retail stores that will has the following features:

•  UX/UI Easy-to-use (developed for a quick use in the store) •  Show the complete catalog picking the availability of the central warehouse. •  Possibility to buy a product that it’s not phisically available in the store and ship it directly to

customer’s home.

E-MAIL MARKETING ONE-TO-ONE INCREASE THE EFFECTIVENESS

This year we started with a new retail software “CEGID” that will help us to collect more and more information about our customers.

The integration of CEGID with our CRM and DEM platfrom will let us increase significantly the effectiveness of our E-Mail Marketing Campaign reacing an higher level of customaziation.

Examples:

•  D.E.M. with a selection of products based on the orders history.

•  D.E.M. with a selection of products based on the user’s preferred colors.

•  D.E.M. with products available in the user’s size.

•  D.E.M. with a different selection of products based on country and on age.

•  D.E.M. with a special usage of the user’s information (Custom product with user’s initials.).

The combinantions are unlimited.

CUSTOMER’S JOURNEY HOW DOES IT WORKS?

A deep view on the customer’s journey could create a better shopping experience increasing the brand revenue.

Tracking the customer’s journey we are able to store several information such as: a defined user’s profile, their behavior online/offline and much more.

Clients expect that you consider their personal experience and their own needs.

The shopping experience can reach an high level of personalization that can increase the Up-selling and Cross-selling, here some examples:

•  Suggest products in line with the user preferences •  Suggest products that can be combined with

products purcheased in the past. •  Actions in special events or occasion.

THANK YOU