Date post: | 11-Apr-2017 |
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Integratedpla,ormforfashione-commerceinRussia&CIS_____________________________________________________________________________________PaulRogowski,SeniorDirectorLogisAcs
CasualandBasic
FashionandDesign
Exitprice
Entryprice
Highprice
Lowprice
Lamoda developed a balanced assortment with 1000+ brands per season
Russia & CIS are large and highly attractive consumer markets with strong internet growth potential
POPULATION210mln
FASHION“HUNGRY”CONSUMERS
ONLINEPENETRATION
3-4%vs.10%+WEST
SOLIDBASKETS+50EUR
RUSSIA
KAZAKHSTANUKRAINE
BELARUS
Running e-commerce business in Russia requires a customized approach in e-commerce
Lackoftrustinonlineshopsduetolackofhumancontact
Outboundcalls:callcustomeraRerplacinganordertoconfirmitandgetaddiAonaldetails
RelaAvelycheaplaborinregionsofRussia/CIS
+ =
Preferencetopayinperson
Lowprevalenceofnon-cashtransacAons
Cashondelivery:customerdoesnothavetoprepayordereditems,paymentismadeondelivery
+ =
Wishtotrygoodsbeforepaying
LongleadAmesofreturns
Try-on&parWalrejecWon:customercantryonordereditemsandthenchoosewhattopurchase
+ =
Salesrepdelivery:fashionorienteddeliverybysalesrepsisamust,ideallyintegratedwfulfillmentinMOW
Postalservices&courierdeliverynotsuitableforfashion
PreferenceoverfasterleadAmes + =
Consumer’smindset Marketspecifics ImplicaWonfore-commerce
We created a superior, fully integrated value chain with core competencies in-house
Expressdeliveryviasalesforce
DELIVERY
Highspeedfulfillment
FULFILLMENTCENTER
24/7availabilitywithhighservice
CALLCENTER
Fastandhighquality
E-PRODUCTION
Welldesigned,stablesoluAon
providingbestuserexperience
WEBDEVELOPMENT
OnlineandofflinepromoAons
MARKETING
High performance fulfillment center designed for efficient e-commerce operations
SUPERFAST,RELIABLEANDCOSTEFFICIENTFULFILLMENTCENTERASABASISFORTHEBEST-IN-CLASSLOGISTICSSTORAGEINBOUND OUTBOUND
99,98%STOCKACCURACYANDOPERATIONSQUALITY
CAPACITYUPTO8000000ITEMS
2,5hINAVERAGETOPROCESSORDERS
BRANDEDPACKAGINGFORBIGPARTNERS
ALLOWSSAMEDAYDELIVERYINMOSCOW,
NEXTDAYIN150+CITIESCYCLESTOCK-TAKING
EVERY2MONTHS
INBOUNDUPTO
240000ITEMSPERDAY
95%OFNEWARRIVALSANDTRY-ONREJECTIONSARE
AVIABLEONSITEIN24hTRY-ONRETURNSWITHQUALITYCHECKING,PRICELABELSCUTTING,ALARMANDHANGERSREMOVING,ETC
LMExpressCoverage-67%ofpurchasingpowerinCIS,
try-onopAoneverywherewhereLMEispresented
ExternalDeliveryCompanies-XDCCoverage–remaining33%ofpurchasingpowerinCIS
Lamoda last mile delivery includes both own infrastructure and network of external delivery companies
Lamodadelivery–100%ofpurchasingpowerinRUSSIA,BELARUS,KAZAHSTANandUKRAINE
UKRAINE
33% of value is shipped via selected partners under strict account management
RUSSIA BELARUS
KAZAKHSTAN
Through faster lead times and higher service level at moderate cost LM Express achieves higher Customer Lifetime Value1 (CLV)
IMPACT
DRIVERHigherservicelevel,
DIT ScalepotenAal Behergoodscontrol&transparency
Higherservicelevel,DIT
LowerRR&highernetsales
Comparablecostperorder
Fasterreturncycle&lesslostvalue
Higherrepurchasingrate HigherCLV
Beherserviceoverall
XDC
LME
1. CustomerLifeAmeValue(CLV)isapredicAonofthenetprofitahributedtotheenArefuturerelaAonshipwithacustomer
LMExpressVSXDC:CustomerLifeAmeValuecomparison
LM Express infrastructure provides unique and fastest delivery to the biggest cities and satellites
~50%ofpopulaAon
>580ciAesandsatellites
~70%ofpurchasingpower
LMEXPRESSCOVERAGE
DAILYCONNECTIONS:>208
LMESameDayinMoscow
LMENextDay(coverage-65%)
XDC:2-5days
DELIVERYTOCITIES
Trains:3
Trucks:>160
Flights:>45
Санкт-Петербург
Хабаровск
Тюмень
Омск
ЧелябинскУфа
Екатеринбург
ПермьИжевск
Казань
Астрахань
Владикавказ
Нальчик
Барнаул
Волгоград
Воронеж
Иркутск
Чебоксары
Кемерово
МайкопКраснодар
Красноярск
ЛипецкТамбов
НижнийНовгород
Новосибирск
Ростов-На-Дону СамараСаратовСочи
Ставрополь
Тверь
Томск
Калуга
Тула
Смоленск ЯрославльКострома
ИвановоМосква
Минск
Гомель
Могилев
БрестГродно
Алматы
АстанаКараганда
Шымкент
Павлодар
Актау
АтырауАктобе Кокшетай
Костанай
ПетропавловскУральск
Усть-Каменогорск
ТалдыкорганТараз
Кызылорда
LM Express offers a highly reliable and time flexible delivery chain across CIS
• 208dailynetworkmovements
• >90%contractedoutto25partners
• ExtensiveconAngency&backupplanning
• 24/7controltowermonitoringtransport
• OpAmizedforfastandslowleadAmes
• 55+LMExpressHubs• 36RU• 15KZ• 2BY
• About1500Salesmen• 8addiAonalpick-up
pointsinMoscowandSt.Petersburg
• 12pick-uppointsinCIS
• Coverageof500+ciWes• Nextdaydeliveryto
150+ciAesacrossCIS• HighqualitySameDay
DeliveryinMoscow• “Try-on”and“cash-on-
delivery”products• Lastmilefullyoperated
byownworkforce• TabletsoluAonavailable
forimprovedclientinteracAon
• Anaveragereturncycleof7daysforLMERegions
• NextdayreturnsforMoscow,2daysforSt.Petersburg
• SchedulesopAmizedforinventoryvalue&transportaAoncost
DIRECTNETWORK LOCALHABS LASTMILE RETURN
INTEGRATEDAUDIT,REPORTINGANDPERFORMANCEMANAGEMENTAPPROACH
LM Express is a professional salesforce, not a typical courier company: delivering customer service VS parcel from A to B
Typicalcourier
LMEsalesrepresentaWve
• PosiAveandhelpfula¤tude
• TrainedandincenAvizedoncustomerservice
• Neatandprofessionaluniform
• Alltherequiredequipment
• Portablecashregister
• Portablepaymentterminal
• Bag,Pen,Notepad,Calculator
• Try-onequipment
• BejerconnecWonwiththeclient
• Highersalesconversion
• UpsellingopportuniWes
• Customerinsights
Deliverywithstrongfocusonsalesforcedevelopment:successfulsalesstartswithprofessionala¤tude
Our tablet solution improves productivity and customer experience by professionalizing interaction with clients
DIRECTNETWORK
OPERATIONALEFFICIENCY§ InstantstatusupdateinERP§ Deliverycontrol§ Real-Amefleetmanagement
CUSTOMER§ Ordersonscreenwithrichmediaand
suggesAons§ OrderspecificinformaAon§ Opportunityforupselling§ DeepintegraAonwithCRM
SALESFORCEMGMT§ Real-AmetrackingofKPIs§ RankingtobuildcompeAAonand
driveperformance§ GamificaAontomoAvatepersonnel
IMPACT
§ HigherproducAvityandefficienttransacAonsbyminimizingnon-valueaddingacAviAes
§ GeolocaAonofdriverenablescityheadtomonitorperformanceduringtheday
§ BehercustomerexperienceduetoarrivalAmenoAficaAonanddrivermapping+moreconvenientandahracAveinteracAon
NEXTPLANNEDFEATURES
§ Personalareaforsalesreps§ AssisAngrouAng
LMEsalesforcetabletapp
Lamoda Customer support service – best-in-class solution in the industry
OUTBOUNDLINE 95%
callscompletedwithin5minutesaRerorderplacement
INBOUNDLINE 90%
incomingcallshandledwithin20seconds
QUALITYCONTROL 9,2
averagesaAsfacAonscoreaRerthecall
24/7 WORKING SCHEDULE
E-production provides the highest speed and best quality of content
1500 m2 SPACE
UP TO 1500 SKUs / 4000 IMAGES PER DAY
WORKING WITH
TOP MODEL AGENCIES
BEST-IN-CLASS
FULL-CYCLE CATALOGUE SERVICE
ALL-IN: TOP MODELS, PROPS, PHOTOGRAPHERS, STYLIST, RETOUCHER, MAKEUP, IRONING AND ITEMS PREPARATION
ENTRYPOINTSINTOCISE-MARKETSVIALAMODA
Lamoda’s aims to be the #1 digital partner for lifestyle brands in Russia and CIS
WHOLESALE MARKETPLACE B2B