The E-Commerce reference index based on the eShopper journey

The E-Commerce reference index based on the eShopper journey eShopper Index® 2015 March 18th, 2015

Table of contents

©iVentures Consulting 2015

1. 2015 eShopper Index

2. Executive summary

3. Rankings

4. Performance analysis of the eShopper experience: key figures, key learnings, best and worst practices

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Table of contents




3. Rankings


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What is the eShopper Index? The E-Commerce reference Index based on the eShopper journey

Analyze and rank performances all along the customer journey (before, during and after purchase). 1


Cover 14 sub-steps of the customer journey through over 250 criteria. 2

Provide cross sector comparisons through over 111 American and European companies. 3

Identify best practices on all these sub-steps including online marketing and omnichannel. 4

ANALYZED CHANNELS

Website Mobile

Customer service Social platforms

THE ONLY INTERNATIONAL INDEX TO:

Omnichannel Online marketing

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An analysis all along the customer journey 250 criteria on 14 sub-steps, before, during and after the purchase

Social media Mobile User Interface Content marketing

Product page

Omnichannel Sales funnel Customer service Newsletter

Customer account

Communication emails

Delivery & package

Return & refund

©iVentures Consulting 2015 5

Online marketing & personalization

BEFORE PURCHASE

DURING PURCHASE

AFTER PURCHASE

1 2 3 4 5

6 7 8

9 10 11 12 13 14

For each analyzed player: •  We order several products and then send them back. •  We contact customer service through each possible channel (phone, mail, chat, click to call and social platforms). •  We analyze the customer journey through 250 criteria along 14 sub-steps.

Breakdown of the 111 players Strong focus on Fashion, Luxury and Perfumes & Cosmetics sectors

40%

19% 18%

14%

10% Others*

Multi-sector

Perfumes & Cosmetics

Luxury

Fashion


* Other sectors: Electronics, Books, Toys, Design & Furniture

111 analyzed e-commerce players 3 Suisses Darty Jimmy Choo Prada Adidas Décathlon John Lewis Puma Amazon Dell Justfab Ralph Lauren American Apparel Dior Parfums Kate Spade Saint Laurent Apple Dolce & Gabbana Kiehl's Saks Fifth Avenue Argos E.L.F. Kiko Cosmetics Sarenza Asos Esprit L'Oréal Paris Sears Auchan Estée Lauder Lacoste Selfridges Baccarat Etam Lancôme Sephora Barnes & Noble Everlane La Redoute Shiseido Barneys New York Fab Levi's Swarovski Benefit Cosmetics Farfetch Longchamp Target Bestbuy Feelunique Louis Vuitton Tiffany Biotherm Fnac Mac Tommy Hilfiger Bonobos Foot Locker Macy's Tory Burch Bloomingdale Galeries Lafayette Marc Jacobs Topshop Boots Gap Marionnaud Toys"R"us Burberry Gilt Marks & Spencer Urban outfitters C&A Giorgio Armani Menlook Vente-privée Calvin Klein Gucci Michael Kors Vestiaire Collective Carrefour Guerlain Mytheresa Walgreens Cartier H&M Neiman Marcus Walmart Celio Harrods Nasty Gal Yoox Chanel Hermès Net A Porter Yves Rocher Christian Louboutin Homebase Nike Zalando Clarins Hugo Boss Nocibe Zappos Clinique Ikea Nordstrom Zara Coach J.Crew Pixmania

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Table of contents




3. Rankings


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Top 20

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Retailers are the winners. brick & clicks take their revenge

•  All top 5 players are retailers. There is no brand (Vs. 1 brand in 2014). 3 players in the top 5 are brick & clicks (Vs. 1 brick & click in 2014). Zappos and Net A Porter are the only players that stayed in the top 5. And they are … pure players.

•  Zalando, Amazon and Gap have left the Top 5.

WHAT THE TOP 5 TELLS US

•  Retailers tend to confirm their strengths: 80% of the top 20 players are retailers (Vs. 48% of the total analyzed players). Only 20% of the top 20 players are brands. This 80/20 ratio was also observed in 2014.

•  Bricks and clicks remain strong Vs. pure players: 65% are bricks and clicks, 35% are pure players.

WHAT THE TOP 20 TELLS US

US / Europe take away


•  US and European players are equal in the Top 20 ranking: 10 US players are in the Top 20. 10 European players are in the Top 20 (4 FR, 5 UK, 1 German).

•  European players tend to be better in providing: -  Delivery options to their customers (62% of European

players provide 2 or more delivery options to their customers Vs. 36% for US).

-  Pick up at home for product return (36% of European players Vs. 23% for US).

-  QR code scan through mobile App (30% of European players with stores Vs. 14% for US).

-  Click & Collect in store (42% of European players with stores Vs. 36% for US).

-  Reserve & Collect in store (12% of European players with stores Vs. 6% for US).

-  Editorial & tips sections (63% of European players with stores Vs. 34% for the US).

•  US players tend to be better in providing: -  Free delivery with or without minimal amount (94% of US

players Vs. 68% for Europe). -  Longer window for product return (47% of US players allow

product return after 30 days Vs. 11% for Europe). -  Wider availability of customer service: 80% of US players’

customer service are available on Sundays (Vs. 31% for Europe), 78% are open after 8PM (Vs. 25% for Europe) and 58% are available 24/7 (Vs. 11% for Europe).

-  Personalization of website (17% of US players Vs. 9% for Europe)

-  More return in store (67% of US players with stores Vs.44% for Europe).

-  More exchange in store (56% of US players with stores Vs. 42% for Europe)

-  In-store product availability feature on the site (42% of US players with stores Vs. 37% for Europe).

-  Barcode scan through mobile App (36% of US players with stores Vs. 30 % for Europe).

-  In-store features on mobile such as information, maps and promotional offers once shopper is in store (14% of US players with stores vs. 0 to 2% in Europe).

-  Online magazines and blogs (66% of US players with stores Vs. 58% for Europe) and inspirational images (60% of US players with stores Vs. 44% for Europe).

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US players still dominate in the implementation of innovative features

Sectors take away Some strengths & weaknesses in each sector

•  As in 2014, the Fashion sector emerges as the winner (50% of the top 20), followed by Multi-sector players such as John Lewis, Amazon, Macy’s (20% of the top 20) and Luxury players (4 players in the top 20).

•  There is potential optimization in Electronics (1 player in the top 20) and Perfumes & Cosmetics players (1 player in the Top 20).


•  Inspirational images, blogs and online magazines •  Sophisticated merchandising

S T R E N G T H S W E A K N E S S E S

F a s h i o n

M u l t i - s e c t o r

•  M-commerce App •  Personalization on website and mobile •  Product return time •  Reassuring information on the site (about delivery, return etc.) •  Omnichannel features (return in stores, click and collect,

connected devices in store)

•  Quality of multiproduct presentation •  Highlight of online help •  Quality of the package

•  Personalization on website and mobile •  Omnichannel features (connected devices in stores…)

L u x u r y •  Inspirational images, blogs and online magazines or blogs •  Sophisticated merchandising •  Highlight of online help and reassuring information (about

delivery, return etc) •  Quality of the package

•  M-Commerce App •  Authorized time frame for product return •  Omnichannel features (Click and collect, return in stores,

connected devices in store)

•  Editorial tips/ content •  Quality of the package P e r f u m e s &

C o s m e t i c s •  M-Commerce App •  Personalization on website and mobile •  Free product return •  Omnichannel features (click and collect and return in stores)

O t h e r s ( E l e c t r o n i c s ,

B o o k s , … )

•  M-commerce App •  Personalization on website and mobile •  Reassuring information on the site (about delivery, return etc.) •  Omnichannel features (return in stores and click and collect…)

•  Quality of multiproduct presentation •  Highlight of online help •  Quality of the package

E-Commerce ecosystem evolution New design and new features don’t always mean a better ranking


57% 24%

19%

New website

Some changes

No changes

•  46% of the analyzed players have a specific UI for the US and Europe.

•  The trend points to an increased number of region-specific UIs (+ 30% in 1 year).

E-Commerce ecosystem evolution in 1 year

46% 54% Specific UI Same UI +30%

In 1 year -30% In 1 year

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•  81% of the analyzed players have partially changed (24%) or totally changed (57%) their website in the last 12 months.

•  However, 56% of these players have decreased their rankings in the eShopper Index.

•  Many companies tend to focus on design rather than satisfy eShopper’s basic expectations (reassurance, omnichannel services etc.).

6 trends emerge from the eShopper Index

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Mobile

Content marketing

•  M-Commerce App is now a reality with 50% of the players with an iOS app (+6% Vs. 2014) and 37% on Android (+0% Vs. 2014).

•  Mobile innovations mainly concern In-store features such as payment, special offers to be redeemed in store, In-store information (map, news, events …), contact a sales person etc.

•  Some players are more and more transparent about product’s components (Saks, Burberry, Kiehl’s , Sephora etc…), country of origin (Zappos, Burberry, Gucci etc.) and pricing (Everlane’s positioning “Customers have the right to know what their products cost to make”).

•  New features and contents are product video (32%) and availability of the product in store (30%). Product page

•  Content marketing (inspirational images, editorial/ tips section(s) and online magazine or blog) is key to generate eShop traffic. More than 50% of the analyzed players create Content marketing.

•  Inspirational images (Coach, Burberry etc.) and brand online magazines and blogs (such as Style insider magazine by Harrods, etc.) are a priority in Luxury and Fashion sectors.

•  Perfumes & Cosmetics tend to prefer beauty tips (Lancôme, L'Oréal Paris, Shiseido etc.) •  Retailers focus on reviews, recommendations and tips to customers through a consumer magazine

or section (Auchan and Fnac).

6 trends emerge from the eShopper Index

Omnichannel

•  Omnichannel services such as Click & Collect (39% of players with stores), Return in store (52%) and Exchange in store (48%) are still must have, but less than half of the players have implemented these features.

•  Omnichannel innovations concern features and services such as Book an appointment in store (19%), Reserve & collect (9%), Connected devices in store to check product availability and / or place an order (9%) as well as In-store mobile features (ie. Mobile p13).

•  Personalization based on purchase and browsing remains among the top trends, even though it is rarely proposed. It appears mostly on websites (13%), and remains rare on newsletters (8%) and mobile (4%)

•  Electronics and Multi-sector players are the most active (Amazon, Best Buy, Fnac, 3 Suisses etc.). American players are the most advanced, especially Amazon that continues to enjoy its first mover advantage.



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Delivery

•  New and faster delivery options tend to appear: 1-hour delivery (Amazon in NYC and Everlane in San Francisco), 3-hours delivery (Hermès in Paris), Amazon Locker in the US, Click and collect in 1 hour (Fnac), Reserve & collect in 1 hour (Barnes & Noble) etc.

2015 Winners


+66* Vs. 2014

Website partially changed

Biggest jump

+115*

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#1

#7 Out of 111

New website

Out of 111

* In the eShopper Index 2014, Saks’ ranking was 67 out of 130 analyzed players and 3 Suisses’ ranking was 122 out of 130.

2015 Losers


#111* out of 111

New website

Worst crash

-65*

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#90 out of 111

New website

Flop

* In the eShopper Index 2014, Prada’s ranking was 126 out of 130 analyzed players and Sears’ ranking was 25 out of 130.

Table of contents




3. Rankings


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Overall Ranking


The eShopper customer journey is overall smooth from start to follow up.

Champion

The eShopper customer journey is nearly perfect but still shows some breaches.

Challenger

The purchase can be made but there are real breaches in the customer journey despite some very carefully carved steps.

Diligent

Too many breaches in many steps of the eShopper customer journey.

Feeble

Top 10 11 to 50

51 to 100

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Identification of 4 major categories

101 to 111

Overall Ranking


Rank ‘15 Company name Vs. ‘14 HQ Category Performance Score

/100 Before During After

1 SAKS FIFTH AVENUE +66 USA Champion 81.31

2 ZAPPOS +0 USA Champion 80.74

3 JOHN LEWIS +15 EUR Champion 80.70

4 NET-À-PORTER +0 EUR Champion 79.55

5 NEIMAN MARCUS +83 USA Champion 79.51

6 BURBERRY +27 EUR Champion 79.30

7 3 SUISSES +115 EUR Champion 78.45

8 KATE SPADE +5 USA Champion 78.32

9 NORDSTROM -1 USA Champion 77.55

10 HARRODS +4 EUR Champion 77.49

11 ASOS +15 EUR Challenger 76.41

12 SEPHORA +0 EUR Challenger 75.95

13 ZALANDO -12 EUR Challenger 75.61

14 FNAC +6 EUR Challenger 75.22

15 AMAZON -12 USA Challenger 74.29

16 MACY’S +14 USA Challenger 74.28

17 TARGET -6 USA Challenger 74.22

18 SARENZA -2 EUR Challenger 74.18

19 RALPH LAUREN -9 USA Challenger 73.86

20 NIKE +9 USA Challenger 73.72

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Smooth eShopper journey. Needs little improvements Few breaches in the eShopper journey. Needs some improvements Many breaches in the eShopper journey. Room for improvements

Overall Ranking




21 SELFRIDGES & CO +28 EUR Challenger 73.68

22 MARKS & SPENCER -13 EUR Challenger 73.53

23 LA REDOUTE -4 EUR Challenger 73.35

24 DARTY +30 EUR Challenger 73.21

25 J.CREW +73 USA Challenger 73.18

26 WALMART +2 USA Challenger 73.01

27 MENLOOK / EUR Challenger 72.74

28 LOUIS VUITTON +30 EUR Challenger 72.73

29 FAB -22 USA Challenger 72.63

30 TOYS’R’US +34 USA Challenger 72.40

31 COACH +28 USA Challenger 72.37

32 TORY BURCH -11 USA Challenger 72.11

33 SWAROVSKI +68 EUR Challenger 71.96

34 BLOOMINGDALE’S -17 USA Challenger 71.73

35 GALERIES LAFAYETTE / EUR Challenger 71.51

36 JIMMY CHOO / USA Challenger 71.50

37 FOOT LOCKER / USA Challenger 71.49

38 BEST BUY +34 USA Challenger 71.48

39 FARFETCH +23 EUR Challenger 71.47

40 TIFFANY & CO +10 USA Challenger 71.22

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Overall Ranking




41 CLARINS -19 EUR Challenger 71.11

42 BARNEYS NEW YORK +36 USA Challenger 71.07

43 MARIONNAUD +52 EUR Challenger 71.02

44 CLINIQUE -29 USA Challenger 70.97

45 MICHAEL KORS +38 USA Challenger 70.92

46 YOOX -14 EUR Challenger 70.49

47 ESTEE LAUDER -13 USA Challenger 70.41

48 LACOSTE -42 EUR Challenger 70.19

49 H&M -22 EUR Challenger 70.12

50 BARNES & NOBLE -19 USA Challenger 70.05

51 ADIDAS -27 EUR Diligent 69.95

52 GAP -47 USA Diligent 69.89

53 ZARA +3 EUR Diligent 69.09

54 BONOBOS -9 USA Diligent 68.86

55 DECATHLON -13 EUR Diligent 68.75

56 GIORGIO ARMANI +63 EUR Diligent 68.47

57 EVERLANE / USA Diligent 68.10

58 BIOTHERM / EUR Diligent 67.89

59 JUSTFAB -21 USA Diligent 67.68

60 BENEFIT COSMETICS -3 USA Diligent 67.41

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Overall Ranking




61 MYTHERESA -26 EUR Diligent 67.27

62 MARC JACOBS -9 USA Diligent 67.18

63 L’OREAL PARIS +8 EUR Diligent 66.76

64 NASTY GAL -1 USA Diligent 66.72

65 YVES ROCHER -19 EUR Diligent 66.49

66 ESPRIT +10 EUR Diligent 66.28

67 LEVI’S -30 USA Diligent 66.11

68 CHANEL -29 EUR Diligent 65.98

69 CELIO -18 EUR Diligent 65.90

70 DELL +26 USA Diligent 65.88

71 URBAN OUTFITTERS / USA Diligent 65.74

72 NOCIBÉ +10 EUR Diligent 65.68

73 ETAM / EUR Diligent 65.66

74 WALGREENS / USA Diligent 65.65

75 SHISEIDO / ASIA Diligent 65.61

76 PIXMANIA -3 EUR Diligent 65.58

77 BOOTS / EUR Diligent 65.29

78 ARGOS +19 EUR Diligent 65.19

79 AMERICAN APPAREL -2 USA Diligent 64.53

80 MAC COSMETICS -28 USA Diligent 64.51

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Overall Ranking




81 FEELUNIQUE / EUR Diligent 63.74

82 KIEHL’S / USA Diligent 63.71

83 TOPSHOP -8 EUR Diligent 63.63

84 PUMA - 36 EUR Diligent 63.02

85 VESTIAIRE COLLECTIVE -5 EUR Diligent 63.01

86 AUCHAN -63 EUR Diligent 62.67

87 GILT -51 USA Diligent 62.60

88 HUGO BOSS -48 EUR Diligent 62.31

89 HERMES -2 EUR Diligent 62.29

90 SEARS -65 USA Diligent 62.03

91 CHRISTIAN LOUBOUTIN / EUR Diligent 61.34

92 KIKO COSMETICS / EUR Diligent 60.96

93 CARTIER / EUR Diligent 60.73

94 HOMEBASE +24 EUR Diligent 60.66

95 APPLE -29 USA Diligent 60.37

96 DIOR PARFUMS +21 EUR Diligent 60.34

97 LONGCHAMP -5 EUR Diligent 60.12

98 TOMMY HILFIGER -28 EUR Diligent 59.39

99 E.L.F. / USA Diligent 58.54

100 DOLCE & GABBANA +23 EUR Diligent 57.97

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Overall Ranking




101 IKEA +28 EUR Feeble 57.89

102 GUCCI -8 EUR Feeble 57.48

103 BACCARAT -17 EUR Feeble 54.28

104 SAINT LAURENT +5 EUR Feeble 53.56

105 GUERLAIN -20 EUR Feeble 53.55

106 CALVIN KLEIN -41 USA Feeble 51.29

107 C&A / EUR Feeble 49.68

108 VENTE PRIVEE -3 EUR Feeble 49.11

109 CARREFOUR -2 EUR Feeble 46.99

110 LANCÖME -8 EUR Feeble 46.38

111 PRADA +15 EUR Feeble 42.47

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Fashion ranking

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11 ©iVentures Consulting 2015

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60% of the top 10 players are pure players

Luxury ranking

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Among the top 10 players, 4 US and 4 UK companies

Perfumes & Cosmetics ranking

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Among the top 10, 30% US companies , 70% French companies

Multi-sector ranking

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For the 1st time since 2013, the top multi-sector player is a brick & click

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Others ranking*

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Among the top 5, 3 US companies and 2 French companies


Omnichannel ranking*

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Among the top 10, 9 retailers and only 1 brand

* 82 of the 111 analyzed players have physical stores

Table of contents




3. Rankings

4. Performance analysis of the eShopper experience – key figures, key learnings, best and worst practices

31

Performance analysis of the eShopper journey


Omnichannel


Before purchase During purchase After purchase

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Omnichannel


During purchase After purchase Before purchase

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1st step of the eShopper purchasing process


Evaluate & Consider

•  Determined •  Unsure

P R O F I L E

•  Look for information & inspiration

•  Browse •  Compare •  Form an opinion •  Evaluate options and offers

I N T E N T I O N

•  Clarity •  Transparency •  Inspiration •  Advices & tips •  Efficiency regarding time

spent •  Similar experience to shop

window

N E E D S

•  Price •  Best offer •  Added value •  Customer Experience •  Easy to use

K P I

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5 sub-steps under scrutiny


BEFORE PURCHASE

Mobile

Content marketing

Social media User Interface

Product page

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BEFORE PURCHASE

Mobile

Content marketing

User Interface

Product page

Social media

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K E Y I N S I G H T

Key figures


99% 95% 100%

74% 86% 89% 91%

0%

25%

50%

75%

100%

Facebook Twitter Youtube Instagram Blog Pinterest Google+

Presence on social media platforms

Main activities on Facebook and Twitter

+23%

+12%

SOCIAL MEDIA

45% 33%

85% 74% 70%

95%

0%

25%

50%

75%

100%

Facebook Twitter

Special offers / Deals Product highlight Customer service

•  Even as a ghost town, Google + remains an efficient SEO/SEM tool. Brands are attracted by the free Google search highlight of their Google + posts.

•  Instagram and Pinterest are the best inspirational social platforms to highlight and stage products.

•  Facebook and Twitter are mainly used to highlight product and as customer service channels. Communication on special offers and deals is not frequent.

Google + and Instagram share the best growth in brand presence over 1 year

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+0%

+1%

+2%

+12%

+12%

+4%

+23%

Key learnings


SOCIAL MEDIA

•  Presence on Facebook, Twitter, Youtube Pinterest, Instagram and Google+.

•  Usage as a marketing tool on FB, Twitter, Youtube to highlight products with links to the eShop.

•  Usage as a marketing tool on Instagram and Pinterest to highlight inspirational images of products (with links to the eShop for Pinterest).

•  Usage as a free SEO/ SEM tool on Google+ to highlight posts on search results.

•  Usage as a Customer service tool on Twitter to respond to any customer enquiries.

B A S I C S D I F F E R E N T I A T O R S

G O O D I E S

•  Contests. •  Social games. •  Interactive quizzes.

Example of Kate Spade’s post on Facebook

•  Usage as a marketing tool on Facebook and Twitter to highlight deals, special offers and exclusivities with links to the eShop.

•  Usage as a Customer service tool on Facebook to respond to customer enquiries.

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Best practice


SOCIAL MEDIA

PROMOTION OF THE KATE SPADE’S LIFESTYLE

•  Facebook (2M likes) -  Mainly used as a marketing tool to highlight new

products, style and food guides, special offers as well as a customer service tool to respond to customer enquiries.

-  “Facebook Exclusive” section to introduce special products from Kate Spade and contests.

•  Twitter (797K followers) -  Mainly used as a marketing and customer

service platform; very active account.

•  Youtube (6K subscribers, 2.5M views) -  Video channel with product, lifestyle and

campaign videos, guest stars, fashion advices, food tips and behind the scenes footage, etc.

•  Instagram (977K followers) -  Highlight of products and inspirational images

to promote the Kate Spade lifestyle.

•  Pinterest (243K followers) -  Rich in products, lifestyle and inspirational

content driving traffic to the eShop. •  Google + (6K followers)

-  Highlight of products and inspirational images, as well as fashion videos and tips.

Example of Kate Spade’s post on Facebook

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Kate Spade’s Pinterest

Best practice


SOCIAL MEDIA

Source : Milky, Dec. 2013

CUSTOMER ORIENTED SOCIAL MEDIA STRATEGY WITH OFFERS, EDITORIAL & CUSTOMER SERVICE

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•  Facebook (23M likes) -  Mainly used as as a marketing tool to highlight

new products and offers as well as a customer service tool to respond to customer enquiries.

•  Twitter (1.57M followers) -  Mainly used as a marketing and customer

service tool. •  Youtube (62K subscribers, 26M views)

-  Video channel featuring promotional and lifestyle tips

•  Instagram (608K followers) -  Highlight of products and inspirational images.

•  Pinterest (270K followers) -  Very rich in products, lifestyle and inspirational

content driving traffic to the eShop •  Google + (530K followers)

-  Highlight of products and promotions

Example of Target’s post on Facebook

Target’s YouTube video channel

Worst practice


SOCIAL MEDIA

•  Choice not to use social platforms for the Apple Store to highlight Apple’s products and answer to customer queries.

-  Empty Facebook page. -  Empty Twitter account. -  No Instagram account. -  A fake Pinterest account highlighting Apple’s

products and performances as well as competitors’ products and industry news.

-  Only a rich Youtube video channel with product and service videos, campaigns and event reports.

Apple’s Facebook page

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NO SOCIAL COMMERCE ACTIVITY

Apple’s Fake Pinterest account



BEFORE PURCHASE

Content marketing

User Interface

Product page

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Social media Mobile

K E Y I N S I G H T

Key figures


91%

51%

37%

0%

20%

40%

60%

80%

100%

Mobile version iOs App Android app

+4% in 1 year +6%

in 1 year +0% in 1 year

Mobile version Vs. M-Commerce App

55%

24%

87%

30%

82%

51% 39%

5%

80%

25%

55% 37%

0%

25%

50%

75%

100%

Fashion Luxury Multi-sector Perfumes & Cosmetics

Others* All sectors

iOS app Android App

M-Commerce app by sector

51% of all players have a M-Commerce app on iOS

MOBILE

Most players have a mobile version of their E-Commerce website (+4% Vs. 2014). Only half of the players provide M-Commerce Apps on iOS (+6% Vs. 2014) , and a third on Android (+0% Vs. 2014). Only a minority of the Perfumes & Cosmetics and Luxury players provide M-Commerce Apps.

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Key figures


The 5 top M-Commerce features & services

MOBILE

1.  Notifications 2.  Highlight of Special offers & deals 3.  Store locator 4.  Barcode scan 5.  Editorial/ Tips section and Loyalty program module

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70%

39%

65%

11% 9% 11% 4%

14%

47%

32%

16%

91%

39%

0%

20%

40%

60%

80%

100%

Special offers, deals, etc.

Editorial/ Tips section

Store locator Book appointment

In-store info (news, events

…)

In-store offers Contact a sales person in-store

Payment Barcode scan QR scan Product scan Notifications Loyalty program

M- Commerce app features & services

Players tend to provide eShoppers with more and more in-store features such as payment, special offers to be redeemed in store, In-store information (store internal map, news, events …) and contact a sales person.

Key learnings


MOBILE

•  User-friendly mobile version of the E-Commerce site including: -  A store locator (for players with stores). -  Highlight of special offers & deals (except in Luxury). -  Highlight of products.

•  User-friendly M-Commerce app on iOS including: -  A store locator (for players with stores). -  A barcode scan (for players with stores). -  Special offers & deals (except in Luxury). -  Notifications to inform eShoppers about new arrivals,

new collections, special offers, events etc.


G O O D I E S

Macy’s M-Commerce app

•  User-friendly M-Commerce app on Android. •  M-Commerce app including:

-  Content marketing & tips. -  Personalized contents & offers. -  Book an appointment in store. -  A loyalty program module. -  In-store features such as QR code scan, payment, In-

store information & events, special offers to be redeemed and possibility to contact a sales person.

45

•  Product scan on M-Commerce app (from advertising or product itself) through augmented reality to get more information about a product and / or for visual search to see similar products in the eShop

Best practice


EXCELLENT IN-STORE MOBILE SHOPPING EXPERIENCE Mobile website •  Well adapted and easy-to-use mobile website. M-commerce app on iOS and Android •  eShop

-  Store and manage offers and payment options all in one place with “My Wallet”.

-  Image search: take or upload a photo and search among thousands of products online to find similar products.

•  Store locator -  Search by city and zip code. -  Address, opening hours, available services -  Notifications received when the closest store is

open or closed. •  Omnichannel

-  Check the in-store availability of a product -  Book an appointment for exclusive advice. -  Scan barcodes and QR codes for more

information about products or promotions. -  Mobile offers to be redeemed in store. -  Indoor information and turn-by-turn mapping

navigation.

Macy’s M-Commerce home page & product review

46

Macy’s image search feature

MOBILE

Best practice


ADVANCED MOBILE LOYALTY PROGRAM MODULE

Mobile website •  Well adapted and easy-to-use mobile website. M-commerce app on iOS and Android •  eShop

-  3 ways to shop: discovery or reorder, from shop recommendations (Sephora tips & highlights) and shop inspirations (looks, tutorials etc.).

•  Store locator -  Search by map or list, zip code and city. -  Address, opening hours, beauty services available

and beauty tests. •  Omnichannel

-  Check the in-store availability of a product -  Shop in store: barcode scan to obtain information,

ratings and reviews for any product. -  Ability to book an appointment in store for advice. -  Ability to flash the “beauty insider” card (loyalty

card) to earn and redeem points in store, save it to use in-store, keep track of account status and get exclusive offers, products and promotions.

-  In-store notifications on current offers. -  Payment in store via Apple Pay in all Bay Area

stores and the Lexington store in NYC.

Sephora to go’s M-Commerce app home page

47

Sephora to go’s loyalty card (Beauty Insider)

MOBILE

Worst practice


•  No mobile version of the website: redirects eShoppers to the current website version, very long to load and not adapted to a discovery and shopping experience.

•  No M-Commerce app.

48

NO MOBILE INITIATIVE

MOBILE

Guerlain.com on mobile



BEFORE PURCHASE

Content marketing Product page

49

Social media Mobile User Interface

Key figures

Quality of the user interface (Simplicity, responsiveness, readability)

Players tend to develop more and more user interfaces that differ the US and in Europe (2015 vs. 2014). High quality UI is now provided by most players. However, highlighting of customer service and reassuring information such as delivery, return etc. remains rare.

50

32%

46%

22% Very easy Easy Difficult

European UI Vs. American UI Reassurance

31% 23%

82%

0%

30%

60%

90%

Permanent visibility & highlight of customer service from any page

Permanent visibility & highlight of reassuring

information*

Presence of an online help

USER INTERFACE

K E Y I N S I G H T

80% of players provide a good quality user interface

46% 54% Specific UI

Same UI

+30% In 1 year

-30% In 1 year

* Payment, delivery, return etc.

Key figures


USER INTERFACE

51

Quality of landing pages by sector

55%

43%

0% 0% 0%

30%

45%

57%

100% 100% 100%

70%

93%

81%

93%

65%

91% 86%

0%

20%

40%

60%

80%

100%

Fashion Luxury Multi-sector Perfumes & cosmetics Others* All sectors

Sophisticated merchandising / multiproduct presentation Basic merchandising / multiproduct presentation Filters

Fashion and Luxury are the only sectors to have a sophisticated merchandising on their landing pages Filters are proposed by all sectors but more rarely in Perfumes & Cosmetics.


Key learnings


USER INTERFACE

•  Fast navigation bar covering 3 levels of information: access to all departments, categories and sub-categories all along the customer journey.

•  Home page highlighting offers, new products, collections etc. •  Landing page with basic merchandising, and smart filters

including product category, price, color, size, … •  Easy-to-use search engine with pre-suggestions and quality

results and smart filters. •  Store locator, easy-to-find and to use with search by city and zip

code, basic information on each store (address, opening hours, amenities, etc...).

•  Presence of online help or FAQ.


John Lewis’ navigation bar

•  Inspirational images highlighted on home page (New arrivals, New collection, Shop now, …).

•  Landing page with sophisticated merchandising staging product in more inspirational style.

•  Personalized product recommendations based on previous browsing and purchases.

•  Permanent visibility and highlight of Customer service and reassuring information about delivery, return etc. from any page.

•  List of viewed items available all along the customer journey. •  Store locator, easy-to-find and to use with richer content for

each store (photos, store-specific events and promotions, available product categories, etc.).

52

Best practice


•  Navigation -  Highlight of new arrivals, top sellers, etc., and

get inspiration and advice from the home page. -  Very easy-to-use navigation bar with direct

access on roll over to sections/ departments, product categories and sub-categories.

-  Intuitive search engine with sophisticated filters. •  Landing page merchandising

-  Price match section where customers can check how much they will save compared to competitors’ prices.

-  Presence of sophisticated filters and product reviews on the landing page.

-  Visibility of last-viewed products and recommendations based on previous browsing.

•  Store locator -  Maps and directions, opening hours and events. -  Click & collect information available.

•  Reassuring information -  Permanent visibility and highlight of customer

service from any page. -  Permanent visibility and highlight of reassuring

information (delivery, return etc.). -  Presence of online help / FAQ.

John Lewis’ home page

53

John Lewis’ navigation bar

USER INTERFACE

FRIENDLY & REASSURING USER INTERFACE

Best practice


FRIENDLY & REASSURING USER INTERFACE •  Navigation

-  Very easy-to-use navigation bar with direct access on roll over to sections/ departments, product categories and sub-categories.

-  Highlight of new collections, best sellers, currents best offers, top sellers, top offers on the homepage.

-  3 clicks from home page to product presentation page.

-  Personalized product recommendations based on previous browsing and purchases.

-  Presence of an intuitive search engine with sophisticated filters.

•  Landing page merchandising -  Sophisticated landing page with filters available -  Possibility to change the color of a product and

get a quick product view from the landing page. •  Reassuring information

-  Permanent visibility and highlight of customer service from all pages.

-  Permanent highlight of reassuring information. -  Presence of online help and FAQ.

3 Suisses’ home page

54

3 Suisses’ navigation bar

USER INTERFACE

Worst practice


•  User interface not intuitive & slow navigation process -  Needs to go back to the menu icon to access the

navigation bar. -  Requires too many clicks to access to sections,

product categories and subcategories then product (5 clicks from pre-home page to product page).

•  No reassuring information about

-  Customer service. -  Delivery, return etc.

55

USER INTERFACE NOT FRIENDLY AND NOT REASSURING

USER INTERFACE

Prada’s pre-home page

Prada’s e-store home page with a step by step navigation



BEFORE PURCHASE

Product page

56


Content marketing

K E Y I N S I G H T

Key figures


65%

50% 61%

0%

20%

40%

60%

80%

Inspirational images (campaign, lifestyle, still life, etc.)

Editorial /tips section(s) Online magazine or blog

Main Content marketing activities

Content marketing activities by sector

65% of players inspire their customers through images staging their products

Luxury, Fashion, Perfumes & Cosmetics are the most active sectors using Content marketing through inspirational images, Editorial/ tips section(s) and online magazine or blog to inspire and advise customers and generate traffic to eShop.

57


91% 86%

27%

40%

0%

65% 57%

33% 33%

75%

36%

50%

64% 62% 60% 55%

64% 61%

0%

20%

40%

60%

80%

100%

Fashion Luxury Multi-sector Perfumes & cosmetics

Others* All sectors

Inspirational images (campaign, lifestyle, still life etc.)

Editorial /tips section(s)

online magazine or blog

CONTENT MARKETING

Key learnings


•  Looks (in Fashion and Cosmetics)


G O O D I E S

Shop the shoot on Style Insider, Harrods’ fashion magazine

•  Presence of inspirational images (campaign, lifestyle, still life, etc.) on home and landing pages

•  Presence of Editorial / tips section(s) and highlight on home page with inspirational images and/ or videos (campaigns, tutorials, lookbooks etc.) and links to product pages

•  Presence of a brand magazine or a blog with links to product pages to inspire and/ or advise customers with links to product pages

58

•  Advices / tests modules with questions •  Make up app and game (in cosmetics)

CONTENT MARKETING

Best practice


RICH AND INSPIRATIONAL STYLE INSIDER MAGAZINE •  Online fashion magazine News

-  News: access to all new fashion and beauty products, fashion events and in-store events.

-  Top 5: a best-of section with the best new products.

-  Trends: the best of celebrities fashion, style personalities and street style pictures.

-  Interviews: celebrities, designers and fashion personalities.

-  Fashion shows: summaries of fashion shows. -  Beauty buzz: new arrivals, make-up tips,

tutorials and celebrities’ updates. -  Fashion shoots: get a quick look at shoots and

shop products. -  Harrods magazine: a direct link to the store’s

high-end online fashion magazine. -  Inside the studio: get an insider look at Britain's

most talented fashion designers.

Style Insider Magazine’s home page

59

Shoppable products on the Fashion shoots section

CONTENT MARKETING

Best practice


RICH ONLINE CONSUMER MAGAZINE •  The magazine “Les conseils de nos experts” (Experts’

tips & recommendations) provided by store experts to help customers in their shopping experience

-  Covers over 15 categories of Fnac products (from high tech to comics).

-  Benchmarks similar products. -  Tests, rates and reviews of products. -  Video tutorials and tips. -  Highlight of a selection of best products in every

category. -  Expert presentations (profile picture, area of

expertise) and published articles. -  ‘L’Atelier des chefs’: recipes and cooking tip

videos from chefs. -  ‘Fnac gaming’ : Watch video game shows every

month. -  Etc.

Fnac’s consumer magazine home page

60

Example of camera ranking made by a Fnac expert

CONTENT MARKETING

Worst practice


•  No consumer sections or magazine with reviews, tips & recommendations sections provided by experts.

61

NO CONTENT MARKETING STRATEGY Amazon’s home page

CONTENT MARKETING



BEFORE PURCHASE

62


Content marketing Product page

Key figures


+30% -30%

PRODUCT PAGE

K E Y I N S I G H T

Only 39% of players highlight an online help feature on the product page

93% 91% 97%

52%

84%

32%

89%

30%

59%

39%

82%

55% 52% 48%

89%

47%

70%

0%

20%

40%

60%

80%

100%

Product qualitative description

Product technical

description

High quality product images

Multiple view images of

single product

Product zoom Product video (demo, tips

etc.)

Detailed option list

In-store product

availability

Highlight of reassuring

information (delivery,

return etc.)

Highlight of Online help

(chat or customer service)

Up / cross selling

Customer reviews

Customer ratings

Facebook Like Share on social

platforms

Share by email

Add to wish list

Product page characteristics

The 5 top features & contents of a product page

1.  Good image quality. 2.  Product qualitative description. 3.  Product technical description (specifications, ingredients etc.). 4.  Detailed option list (color, size etc.). 5.  Share on social platforms. New features and contents are multi angle views of product, product video and in-store product availability.

Key learnings


PRODUCT PAGE

•  Content: -  High quality product images. -  Product qualitative description. -  Product technical description (ingredients,

specifications etc.). -  Detailed option list (Size, color etc.).

•  Features: -  Product zoom. -  Up / cross selling.

•  Reassuring information: -  Customer reviews & ratings (except Luxury).


G O O D I E S

Saks’ product page

•  Content: -  Multiple view images of single product. -  Product video (demo, tips etc.). -  Transparency about products (origin, fabric/

ingredients, pricing etc.) •  Feature: in-store product availability. •  Reassuring information:

-  Highlight of delivery, return etc. -  Highlight of Online help (chat or customer service)..

64

•  Share on social platforms and by email as well as Facebook like. •  Add to wish list / favorites.

Best practice


RICH AND REASSURING PRODUCT PAGE •  Merchandising

-  Detailed qualitative and technical product description.

-  Video of the model wearing the product automatically played; multi-angle views of the worn product and zoom to see the texture.

-  Detailed option lists and size guide. •  Up / Cross selling

-  “Complete the look”. -  Similar products also seen by other customers.

•  Omnichannel service -  Check in-store product availability.

•  Social & Wishlist -  Customers reviews and ratings. -  Share products on social platforms or via email. -  Q&A features allowing customers to ask questions

to customers who already bought the product. -  Add to wishlist.

•  Reassuring information -  Pop-up live chat with a specialist after a few

minutes spent on the website. -  Shipping and return information. -  Customer service and online help always at the

top. 65

Saks’s product page

PRODUCT PAGE

Best practice


RICH AND REASSURING PRODUCT PAGE •  Merchandising

-  Extremely deep qualitative and technical product description.

-  High quality pictures with zoom and multi-angle views of the product.

-  Advice and services related to the product. -  Ability to compare products. -  Detailed options list.

•  Up / Cross selling -  Similar products also seen by other customers. -  Products ultimately purchased by customers. -  Related accessories.

•  Omnichannel service -  Check in-store product availability. -  Click & Collect.

•  Social & Wishlist -  Customer reviews and ratings with pros and cons. -  Add to wishlist.

•  Reassuring information -  Customer service permanently highlighted. -  Pop-up live chat to help customers.

Darty’s product page

66

PRODUCT PAGE

Darty’s product page

Worst practice


•  Limited description and images of the product.

•  No reassurance (customer service, information about delivery, return etc.).

67

VERY POOR PRODUCT PAGE

Hermes’ product page

PRODUCT PAGE



Omnichannel


During purchase After purchase Before purchase

68

2nd step of the eShopper purchasing process


Buy

•  Determined

P R O F I L E

•  Place the order •  Customize the order (present,

different delivery…) •  Get answers to questions if

required

I N T E N T I O N

•  Quick and secured payment •  Intuitive process •  Reassurance •  Flexibility •  Easy experience

N E E D S

•  Step by step process •  Consistency •  Customer Service

performance (response rate, answering time…)

K P I

69



DURING PURCHASE

70

Customer service Sales funnel Newsletter



DURING PURCHASE

71

Customer service Newsletter Sales funnel

Key figures


Length of the sales funnel from shopping bag to order confirmation

72

56%

31%

13%

Short

Medium

Long

+30% -30%

Shopping bag content

100%

44%

77%

50% 63%

0%

20%

40%

60%

80%

100%

Order summary

Delivery time Delivery cost Up/Cross selling

Promotional code

SALES FUNNEL

K E Y I N S I G H T

+40% of players improved their sales funnel by reducing the number of steps involved

+41% in 1 year

-30% in 1 year

-11% in year

•  Players tend to increasingly simplify the sales funnel to improve the customer experience. +41% of the players shortened it in 1 year. •  In the shopping bag:

-  Most players provide delivery cost and promotional code.

-  Only less than half of players provide the delivery date and up/cross selling

Key figures


Reassuring information by sector

Free delivery by region

SALES FUNNEL

•  Perfumes & Cosmetics, Fashion and Luxury players strongly emphasize online help (delivery, return, etc.).

•  However, the sales funnel for most sectors lacks in reassuring information.

•  94% of US players provide free delivery (with/without minimum amount) vs. only 68% of European players.

•  4 players out of 5 propose more than 3 payment options.

Number of payment options

2% 18%

80%

1 mode 2-3 modes >3 modes

6% 33%

22%

64% 30% 44%

30% 37% 34%

0%

20%

40%

60%

80%

100%

USA Europe All Regions

Free delivery w/o min. amount Free delivery with min. amount No free delivery

73

55% 57% 47%

55% 45%

53%

73% 67%

40%

75%

45%

65%

0%

20%

40%

60%

80%


Others* All sectors

Highlight of reassuring information to encourage purchasing

Highlight of Online help (chat or customer service)


Key figures


Diversity of delivery options by region

SALES FUNNEL

•  Half of players propose more than 2 delivery options. European sites propose more delivery options (>2 options) than American sites (64% of US players propose one delivery mode only).

•  Standard delivery and 24-hour delivery are the most common options.

•  1 player out of 4 provides pick-up at a closest location (mainly in Europe).

•  Click & Collect (30% of all players) and Reserve & Collect (6% of all players) remain rare.

74

97%

65%

3%

27% 30%

6% 0%

20%

40%

60%

80%

100%

Standard delivery 24H delivery By courier in less than 4 hours

Pick up at a closest location

Click & Collect Reserve & Collect

Delivery options

4% 6% 5%

32%

56% 46%

64% 38% 49%

0%

25%

50%

75%

100%

USA Europe All Regions

1 mode

2-3 modes

>3 modes

Key learnings


SALES FUNNEL

•  Constant visibility of the mini shopping bag and number of items.

•  Shopping bag including the order summary and shipping cost. •  Free delivery (with minimum amount). •  At least 2 delivery options: standard and express. •  At least 3 payment options. •  Order summary before and after the payment. •  Gift box and customized message.


Fnac’s sales funnel

•  Short sales funnel in less than 4 pages (customer account not included).

•  Shopping bag also includes promotional code, up/cross selling and delivery time.

•  Free delivery (without a minimum amount) •  Online help (chat or customer service) and reassuring

information (payment, delivery, return etc.) highlighted all along the sales funnel.

•  Additional delivery options: click & collect, pick-up at a closest location (Kiala, Amazon Lockers etc.), reserve & collect and courier in less than 4 hours.

•  Additional payment options: AMEX and Paypal. •  1 click purchase feature.

75

Best practice


SHORT, CLEAR AND REASSURING SALES FUNNEL Fnac’s shopping bag

76

•  Short sales funnel -  4 clear and simple steps including identification. -  Possibility to subscribe to the loyalty program. -  Presence of an order summary at the payment

step. -  Gift packaging and message customizable.

•  Shopping bag -  Visibility of the mini shopping bag all along the

customer journey. -  Presence of the quantity added, delivery cost,

and promotional code in the shopping bag. •  Delivery options

-  5 options: Free Click & Collect in store in 1 hour; Pick-up at a close location; Standard shipping; Next day shipping; Subscription to Fnac Express+ (39€/ year) for unlimited delivery in 1 day.

•  Payment options -  9 payment options including AMEX and PayPal.

•  Reassuring information -  Presence of reassuring information

(payment, ...). -  Highlight of customer service and online help;

Display of a pop-up chat after few minutes in the sales funnel.

Fnac’s delivery options

SALES FUNNEL

Best practice


SHORT, CLEAR AND REASSURING SALES FUNNEL

•  Short sales funnel -  4 clear and simple steps including identification

with presence of icons. -  Order summary always available on the right all

along the sales funnel and after payment. -  Gift packaging and message customizable.

•  Shopping bag -  Visibility of the mini shopping bag all along the

customer journey. -  Presence of the quantity added, delivery cost,

and promotional code in the shopping bag. •  Delivery options

-  4 options: Free Click & Collect in store; Standard shipping; Next day shipping; International delivery to 60+ countries.

•  Payment options -  8 payment options including AMEX and PayPal.

•  Reassuring information -  Permanent highlight of customer number and

online help. -  Presence of reassuring information (payment,

delivery, return ....).

Selfridges’ shopping bag

Selfridges’ delivery options

SALES FUNNEL

Worst practice


•  VIP membership program option ($39.95 / month) already pre-checked by default once in the shopping bag.

78

PRE-CHECKED VIP MEMBERSHIP OPTION BY DEFAULT IN THE SHOPPING BAG

Justfab’s shopping bag with pre-checked option by default

SALES FUNNEL



DURING PURCHASE

79

Newsletter Sales funnel Customer service

Key figures


Customer service visibility

80

+30% -30%

Contact means actually used

91% 93%

5%

30%

70%

95%

0%

20%

40%

60%

80%

100%

Phone Email Click to call Chat Facebook Twitter

CUSTOMER SERVICE

K E Y I N S I G H T

50% of customer services departments are available by phone on Sunday

•  Customer service sections exist and are clearly visible most of the time, but rarely highlighted (only 27% of players highlight this feature).

•  Twitter, Email and Phone are the most used means of contact.

•  However 2 out of 3 players do NOT have an online chat feature and 95% of the players do not offer click to call.

96%

27%

84%

0%

20%

40%

60%

80%

100%

Presence of a customer service contact section

Highlight of a customer service contact section

Clarity of the customer service contact section

Key figures


Quality of customer service response

•  US players perform far better than Europeans in terms of customer service availabilities: 24/7, on Sunday, after 8pm and in providing a free number.

•  Quality of the customer service response is the highest by phone (89%), chat (81%) and click to call (83%). Response by email and Facebook tend not to be as good (70%), but still better than on Twitter (40%).

12%

30%

17% 18%

30%

60%

42% 26%

40%

46%

36% 46% 44%

83%

42% 24%

4%

0%

20%

40%

60%

80%

100%

Phone Email Click to call Chat Facebook Twitter

Very good

Good

Poor

81

CUSTOMER SERVICE

80% 78%

59%

93%

15%

31% 25%

11%

66%

12%

51% 47%

31%

77%

14%

0%

20%

40%

60%

80%

100%

By phone available on Sunday

By phone available after 8pm

By phone - 24/7 availability

Free number Leaving message outside of opening

hours

USA Europe All regions

Customer service – Availability by region

Key figures


Customer service response time by Email, Facebook and Twitter

•  The response time of the customer service is better on social platforms (Facebook, Twitter) as well as click to call and chat.

•  Telephone and email have the worst response time.

82

CUSTOMER SERVICE

Customer service response time by phone, click to call and chat

49%

17% 21%

49%

33% 43%

2%

50% 36%

0%

20%

40%

60%

80%

100%

Phone Click to call Chat

Time > 30s Time from 10 to 30s Time <10

52% 31%

45%

11%

18% 4%

37% 51% 51%

0%

20%

40%

60%

80%

100%

Email Facebook Twitter

< 4h

4h to 8h

>9h

Key learnings


CUSTOMER SERVICE

•  Presence and clarity of a customer service contact section. •  Main means of contact: telephone, Twitter, email, Facebook •  Free telephone number. •  Availability all week: 8am/ 9am to 6pm/ 7pm.


G O O D I E S

Burberry’s contact page

•  The customer service contact section is highlighted all along the customer journey.

•  Additional means of contact: chat and click to call. •  Proactive pop-up chat at specific stages of the customer

journey (ie > 1 minute on the Product Page of an expensive product). •  More availability:

-  Ideally 24/7. -  At least after 8pm and on Sunday.

•  Possibility to leave a message outside of opening hours. •  Satisfaction survey after using Customer Service.

•  Highlight of an online virtual advisor.

83

Best practice


HIGH QUALITY AND EFFICIENT CUSTOMER SERVICE

•  Presence and clarity of the customer service contact page. •  5 ways to contact customer service

-  Phone. -  Email. -  Click to call. -  Chat. -  Twitter.

•  24/7 availability. •  Good response quality using all 5 means of contact. •  Quick response time

-  Phone (24 seconds). -  Email (1 hour). -  Chat (5 seconds). -  Twitter (37 min).

•  Pull-down customer service menu highlighted providing all customer services

-  Contact section, payment, shipping, returns, FAQ’s, appointments, live chat, and call me back.

Burberry’s contact page

Burberry’s click to call session

CUSTOMER SERVICE

Best practice


HIGH QUALITY AND EFFICIENT CUSTOMER SERVICE

•  Presence and clarity of the customer service contact page. •  5 ways to contact customer service

-  Phone. -  Email. -  Chat. -  Facebook. -  Twitter.

•  24/7 availability.

•  Good response quality using all 5 means of contact. •  Quick response time

-  Phone (13 seconds). -  Email (less than 1 hour). -  Chat (15 seconds). -  Facebook (6 hours).

•  Customer service number, live chat and help section highlighted on the website all along the customer journey.

Zappos’s FAQ

Zappos’s help

CUSTOMER SERVICE

Worst practice


LOW QUALITY CUSTOMER SERVICE

CUSTOMER SERVICE

Gucci’s only contact mean

•  Customer service can only be contacted by email. •  No phone number, no chat, no click-to-call, not

possibility to contact the brand via social platforms.

•  Very poor customer service response quality on 2 queries made by email •  No response received to the first email, requesting

details of return conditions. •  An email with questions from Gucci received

following our email regarding an issue on an order, then no response following our second email with our answers.



DURING PURCHASE

87

Sales funnel Customer service Newsletter

Key figures


Newsletter’s target

Most players can optimize the newsletter subscription process (highlight of subscription, information on newsletter frequency and content, possible customization). Only 11% of the players provide a personalized newsletter (based on previous purchases and browsing).

88

17%

83%

Different newsletters for Customers & Prospects

Same newsletters for both

Newsletter content

23%

42% 35%

5%

71%

0%

20%

40%

60%

80%

Subscription highlighted on the

site

Customization of content possible

Content of the newsletter mentioned

Frequency mentioned

Confirmation received after subscription

NEWSLETTER

K E Y I N S I G H T

Only 17% of players send different newsletters to customers and prospects

Newsletter subscription

85% 88%

11%

0%

30%

60%

90%

Highlight of new collection/ products

Highlight of special offers/ promotions/ deals

Personalized content based on previous

purchases or browsing history

Key learnings


•  Same newsletter for customers and prospects. •  Receipt of a newsletter confirmation after subscription. •  Creative newsletter design. •  Content of the newsletter: highlights of new collection/ products

and special offers/ promotions/ deals. •  Easy to find the unsubscribe link (both in newsletter and

customer account). •  Regular mailing schedule (at least once a month, and no more

than once a week).


89

NEWSLETTER

•  Different newsletter for customers and prospects. •  Subscription highlighted on the site . •  Content and frequency of the newsletter mentioned at the

subscription stage. •  Customization of the newsletter possible at the subscription

level and / or in the customer account. •  Personalized content based on previous purchases or browsing

history. •  Cross-promotion of services (Social platforms, mobile app

etc...).

G O O D I E S

89

Net-A-Porter’s newsletter subscription confirmation

•  Interactive newsletter: including interactive medias.

Best practice


RICH AND CUSTOMIZED NEWSLETTER •  Newsletters received during the data collection period

(September – December 2014).

•  Presence of different newsletters dedicated to customers and prospects.

•  Newsletter subscription

-  Content of the newsletter mentioned. -  Invitation to customize the newsletter in the

customer account by selecting our favorite designers.

-  Receipt of confirmation after subscription. •  Newsletter content

-  New collection and products highlighted. -  Special offers and promotions highlighted. -  Good readability and design, in line with the

brand’s image. -  Cross-promotion of Net-A-Porter’s social media

platforms, customer service, magazine and customer account.

-  Presence of the unsubscribe link.

Example of Net-A-Porter’s customized newsletter

dedicated to a customer

Net-A-Porter’s newsletter subscription confirmation

NEWSLETTER

Best practice


NEAT AND COMPLETE NEWSLETTER •  Newsletters received during the data collection period

(September – December 2014). •  Newsletter subscription

-  Content and frequency of the newsletter mentioned.

-  Content can be customized at the subscription stage: possibility to select themes (Fashion, Fragrance & beauty, Watches & Fine Jewelry and Chanel News).

-  Receipt of confirmation after subscription and a first newsletter the same day.

•  Newsletter content -  New collection and products highlighted. -  Good readability and design in line with brand’s

image. -  Direct links to social media, customer service,

brand’s magazine and customer account. -  Presence of settings and unsubscribe links.

Chanel’s newsletter subscription confirmation

Example of Chanel customized newsletter

NEWSLETTER

Worst practice


NO NEWSLETTER RECEIVED

Longchamp’s newsletter subscription form

•  Newsletter subscription available on the website but

very long form to fill out (12 fields). •  No newsletter was received during data collection

period (September – December 2014).

NEWSLETTER



Omnichannel


After purchase Before purchase

93

During purchase

3rd step of the eShopper purchasing process


Enjoy the experience

•  Satisfied eShopper •  Unsatisfied eShopper

P R O F I L E

•  Be reassured that he/she picked the right product and the right site

•  Fast and reliable delivery •  Good after-sales service •  Continuity of experience

I N T E N T I O N

•  Trust •  Constancy •  Effectiveness •  Personalized attention •  Caring relationship

N E E D S

•  Fulfilled expectations •  Satisfaction

K P I

94



AFTER PURCHASE

Delivery & Package

Email communication Customer account

Return & refund

95



Delivery & Package

Email communication Customer account

Return & refund

96

AFTER PURCHASE

K E Y I N S I G H T

Key figures


100% 93%

5%

28%

0%

20%

40%

60%

80%

100%

Order confirmation Shipping confirmation Delivery confirmation Satisfaction survey

Type of emails received

Only 28% of players send a satisfaction survey email

EMAIL COMMUNICATION

97

+30% -30%

Order confirmation email content

50%

99%

21%

40%

59% 59%

19%

0%

20%

40%

60%

80%

100%

Estimated delivery date

Quantity and reference ordered

Information or access to cancellation conditions

Information or access to

return conditions

Access to order status

Customer service

highlight and contact details

Up/ cross selling

•  Most companies send 2 communication emails after the order (order confirmation and shipping confirmation).

•  Most order confirmation emails give information on quantity and reference ordered, access to order status and customer service details. However, there is potential for improvement by including additional information, such as estimated delivery date, information on return and cancellation policies, up/cross selling.

Key learnings


•  A minimum of 2 emails: order confirmation and shipping confirmation. •  Order confirmation and shipping confirmation emails must

include at least: -  a summary of the order, amount paid, an estimated

delivery date. -  an access to the order status. -  a highlight of the Customer service.


•  Additional emails: delivery confirmation, satisfaction email for feedbacks or product review & rating, return confirmation, and reminder for abandoned shopping bag. •  Order confirmation and shipping confirmation emails can also

include: -  Information or access to return policy. -  Information or access to cancellation policy. -  Up/ cross selling. -  Cross-promotion of services (Social platforms, mobile

app etc...). -  Invoice (attachment or direct link to the customer

account).

G O O D I E S

EMAIL COMMUNICATION

•  Signature of the customer service representative.

Bloomingdale’s satisfaction email

98

Best practice


COMPLETE AND CLEAR EMAILS •  3 emails received

-  Good content readability. -  Design consistent with brand image.

•  1st email - Order confirmation -  Thank you message. -  Order summary and estimated delivery date. -  Access to order status and return & exchange

information. -  Highlight of newsletter subscription and loyalty

program. -  Presence of reassuring information (payment,

shipping, return etc.) and customer service number and availability.

•  2nd email - Shipping confirmation -  Link to track the package. -  Access to newsletter subscription. -  Presence of customer service help topics and

reassuring information (return etc.). •  3rd email - Satisfaction email (order feedback)

-  Thank you message. -  Invitation to give a feedback on the order.

Example of Bloomingdale’s order confirmation email

99

EMAIL COMMUNICATION

Bloomingdale’s satisfaction email

(order feedback)

Best practice


COMPLETE AND CLEAR EMAILS Example of Fab’s order confirmation email

100

EMAIL COMMUNICATION

Fab’s satisfaction email (product review)

•  3 emails received -  Good content readability. -  Design consistent with brand image.

•  1st email - Order confirmation -  Thank you message. -  Order summary and estimated delivery date. -  Access to order status. -  Presence of reassuring information (payment,

shipping etc.) and customer service email. •  2nd email - Shipping confirmation

-  Link to track the package. -  Order summary. -  Presence of reassuring information (payment,

shipping etc.) and customer service email. •  3rd email - Satisfaction email (Product review)

-  Picture of the purchased product. -  Invitation to write a review of the purchased

product. -  Presence of reassuring information. -  Access to social media platforms.

Worst practice


ONLY ONE EMAIL RECEIVED

•  Only one order confirmation email received. No shipping confirmation email. No satisfaction email.

Homebase’s order confirmation email

101

EMAIL COMMUNICATION



Delivery & Package

Email communication

Return & refund

102

AFTER PURCHASE

Customer account

Key figures


+30% -30%

CUSTOMER ACCOUNT

K E Y I N S I G H T

Only 9% of players highlight offers directly in the customer account

97% 90%

63%

95% 93%

50%

64%

31%

10% 13% 9%

31%

22%

64%

0%

20%

40%

60%

80%

100%

Personal information

management

Multi address management

Bank detail / payment

management

Current order status

Order history Previous invoices

Newsletters & alerts

subscription management

Return management

Exchange management

Cancellation management

Highlight of personalized

promotions and offers

Direct access to customer service

Loyalty program module

Wishlist management

Main features & content of a customer account

The 5 top features & contents

1.  Personal information management. 2.  Current order status. 3.  Order history. 4.  Multi address management. 5.  Newsletters & alerts subscription and Wishlist management. New innovative features & content include a loyalty program module and highlight personalized offers and promotions.

Key learnings


•  Account creation: -  Easiness to identify errors or missing information. -  Welcome email after received customer account

creation. -  Possibility for prospects to create a customer account

•  Customer account features: -  At least personal information management, multi-

delivery addresses, order status & history, newsletter & alert subscription.

-  Access to the new order available immediately after payment.


104

Account creation: -  Possibility to create an account after purchase. -  Less than 5 fields in the account creation form. -  A welcome email outlining the main features and

benefits of the customer account. •  Customer account features:

-  Features linked to cancellation management, return, exchange & refund management.

-  Features to develop proximity: loyalty program module, highlight of personalized promotions, rating & review management, store preference registration, size and preference registration (especially in Fashion and Luxury).

-  Convenience features : bank information management, invoice print-out, highlight of customer service.

G O O D I E S

104

•  Wishlist/ favorites management. •  Profile picture.

CUSTOMER ACCOUNT

John Lewis’s customer account main page

Best practice


RICH & REASSURING CUSTOMER ACCOUNT •  Account creation

-  Prospect can register. -  Creation possible after payment. -  Highly efficient registration section with only 3

fields required. -  Brand opt-in. -  Welcome email received after customer

account creation.

•  Customer account management -  Personal information management. -  Multiple delivery address management. -  Payment details management. -  Ability to see the current order status. -  Access to order history. -  Previous invoices available. -  Newsletter subscription management /

promotional preference including interests, shopping and communication preferences.

-  Direct access to customer service and the help section.

-  Presence of a loyalty program module. -  Review management. -  Wishlist management.

John Lewis’s customer account main page

105

CUSTOMER ACCOUNT

John Lewis’s promotional preferences

Best practice


•  Account creation -  Prospects can register. -  Highly efficient registration section with only 3

fields required. -  Easy to identify mistakes or missing information

field after field. -  Welcome email received after customer account

creation.

•  Customer account management -  Contact details management. -  Multiple delivery address management. -  Payment details management. -  Ability to see current order status. -  Access to order history. -  Previous invoices available. -  Alerts and newsletters subscription

management; ability to customize newsletter’s frequency.

-  Returns management. -  Highlight of personalized promotions and

special offers. -  Wishlist management.

Gilt’s customer account main page

106

CUSTOMER ACCOUNT

RICH AND PRACTICAL CUSTOMER ACCOUNT

Gilt’s personalized offers highlight in the customer account

Worst practice


NEED A CARD TO ACCESS THE CUSTOMER ACCOUNT •  In order to use the customer account, the eShopper

needs to receive by mail a loyalty card that provides the code to access the customer account.

•  This card was received 1 month after the order.

Esprit’s loyal card to access the customer account

107

CUSTOMER ACCOUNT



Email communication

Return & refund

108

AFTER PURCHASE

Customer account

Delivery & Package

Key figures


Quality package Vs. Brand image by sector

109

+30% -30%

Package content other than product itself

DELIVERY & PACKAGE

K E Y I N S I G H T

Only 26% of players include a Thank you letter with the package

7% 5% 20% 18% 7%

57% 43%

73%

70%

64%

59%

36% 52%

7% 30%

18% 34%

0%

20%

40%

60%

80%

100%


Others* All sectors

Very good

Good

Poor


•  Players from the Fashion & Luxury sectors offer the best quality packages. Lower quality packages are found with multi-sector players and others sectors (Electronics, Books …).

•  Most packages include a delivery form and a return form. However, very few players include a pre-printed return sticker, samples, product catalogues, a thank-you note or incentives to drive traffic to store.

26%

86%

58%

39%

14% 19% 9%

25%

0%

20%

40%

60%

80%

100%

Thank you letter Delivery form Return form Pre-printed sticker for return

Product catalogues /

Brochures

Samples or bonus Coupons Invoice

Key learnings


•  Good quality package consistent with brand image (colors of the brand, etc.)

•  Box size and inside protection adapted to the product. •  Package content aside from the product:

-  Delivery form. -  Return form with clear instructions.


110

•  High quality package consistent with brand image (colors of the brand, logo, special wrap, specific fragrance, etc.).

•  Box designed to facilitate opening and reusable in case of return.

•  Additional content aside from the product: -  Pre-printed sticker/label for return. -  Thank-you note in a nice envelope. -  Product catalogue. -  Brand’s magazine. -  Coupons to drive eShopper to physical store or eStore. -  Invoice (except for present). -  Detailed product presentation and Certificate of

authenticity for luxury and other expensive products.

G O O D I E S

110

•  Samples. •  Bonuses. •  Stickers.

Cartier’s package

DELIVERY & PACKAGE

Best practice


ENJOYABLE OPENING EXPERIENCE

•  Package quality -  High quality package consistent with brand

image (Colors, logo, same bag as in store etc.) -  Box size and inside protection adapted to the

product; designed to facilitate opening and reusable in case of return.

-  Product delivered in a well-protected solid and branded white cardboard box with shredded paper, inside a Cartier bag and wrapped as a gift.

•  Additional content aside from the product -  A thank-you note in an envelope. -  A delivery form. -  Clear and detailed return instructions. -  A return form. -  A pre-printed sticker for the return. -  An invoice. -  Terms & conditions.

111

Cartier’s package

DELIVERY & PACKAGE

Best practice


ENJOYABLE OPENING EXPERIENCE

•  Package quality -  High quality package consistent with brand

image (Colors, logo, wrap, etc.) -  Box size and inside protection adapted to the

product; designed to facilitate opening and reusable in case of return.

-  Product delivered in a well-protected solid and branded white cardboard box with pink/red tissue paper.

•  Additional content aside from the product -  All documents very nicely presented in a

transparent pouch. -  Presence of a thank-you note. -  A delivery form. -  Clear and detailed return instructions. -  A return form. -  A pre-printed sticker for the return. -  An invoice. -  Christmas stickers.

112

Mytheresa’s package

DELIVERY & PACKAGE

Worst practice


BASIC PACKAGE WITH NO DOCUMENTS BESIDES THE PRODUCT •  Basic package: product wrapped in brown paper.

•  No document, no invoice, no delivery form, no return instructions provided with the product.

•  No way to know which company sent the product until receiving the shipping confirmation email.

Esprit’s loyal card to access the customer account

113

DELIVERY & PACKAGE

Auchan’s package



Email communication

114

AFTER PURCHASE

Customer account

Delivery & Package Return & refund

K E Y I N S I G H T

Key figures


64% 63%

0%

20%

40%

60%

80%

100%

USA EUR

Free return by region

63% of players offers a free return service

RETURN & REFUND

115

+30% -30%

Free return by sector

•  63% of the players provide free returns (+5% vs. 2014), almost the same ratio in Europe as in the US.

•  However, only 20% of Perfumes & Cosmetics players offer free returns.

73% 71% 73%

20%

73% 63%

0%

25%

50%

75%

100%


Others* All sectors * Other sectors: Electronics, Books, Toys, Design & Furniture

Key figures


Return options

•  All players provide returns by mail. However, only 2 players out of 5 offer in-store returns and only 3 out of 10 offer home pick-up.

•  Home pick-up is offered less frequently in the US (23%) than in Europe (36%). European companies have strongly invested in this service in the last year (vs. 19% in 2014).

116

RETURN & REFUND

100%

31% 39%

14%

0%

20%

40%

60%

80%

100%

Mail Home pick-up Return in store Return through proximity spots

23%

36% 31%

0%

20%

40%

60%

USA EUR All regions

Home pick-up by region

Key figures


Authorized time frame to return a product by region

•  Region that extends the authorized return time frame to more than 30 days is the US (47%).

•  Sectors that extend it to more than 30 days are Multi-sector (40%), Fashion (32%) and Perfumes & Cosmetics (30%).

•  Sectors with a short return time frame are Luxury (66% from 8 to 15 days) and others* (55% from 8 to 15 days).

117

RETURN & REFUND

Authorized time frame to return a product by sector

32%

5%

40% 30%

18% 27%

41%

29%

33%

20% 27%

33%

25%

66%

27%

35% 55%

36%

2% 15%

4%

0%

20%

40%

60%

80%

100%


<7 days

8-15 days

16-30 days

>30 days

47%

11% 26%

38%

28%

32%

13%

56%

38%

2% 5% 4%

0%

20%

40%

60%

80%

100%

USA EUR All regions

<7 days

8-15 days

16-30 days

>30 days


Key figures


Refund time frame after returning a product by region

•  Both regions reduced the refund time frame to less than 30 days.

•  Most sectors reduce the refund time frame to less than 30 days in Europe as in the US.

•  10% of Perfumes & Cosmetics players refund in more than 30 days.

118

RETURN & REFUND

Refund time frame after returning a product by sector

2% 10% 3%

98% 100% 100% 90%

100% 97%

0%

20%

40%

60%

80%

100%


<30 days

>30 days

2% 3% 3%

98% 97% 97%

0%

20%

40%

60%

80%

100%

USA EUR All regions

<30 days

>30 days


Key learnings


•  Presence and clarity of return & refund section. •  Return conditions highlighted all along the customer journey. •  14 to 30 days return time frame. •  Return form with a clear explanation included in the package or

print-out through customer account. NO call to the brand to request authorization.

•  Option to exchange a product (in store or by email). •  Possible return using the delivery box. •  Return by email free of charge. •  Notification by email after return and refund are processed. •  Full refund within 30 days.


•  30 to 365 days return time frame. •  Return in store and/ or through proximity delivery spot, free of

charge. •  Home/Office pick-up for return, free of charge. •  Pre-paid return sticker included in delivery package or print-out

through customer account. •  Full refund before product is received by the brand or

automatically once the product is received. •  Option to put the money on credit in the customer account for

future purchases. •  Thank-you / apology in the email received after return and

refund are processed.

Nordstrom’s return reassurance

RETURN & REFUND

119

Best practice


VERY FAVORABLE RETURN CONDITIONS •  Return

-  Presence of a clear dedicated section explaining the return process.

-  Delivery box can be used for return. -  No return time limit. -  Free return by using the pre-paid return label. -  Return in-store possible.

•  Exchange or credits -  Exchange possible. Could be managed online. -  No time frame limit.

•  Refund -  Total amount refunded within 14 business days.

120

Nordstrom’s returns & exchanges section

RETURN & REFUND

Best practice


QUICK AND FREE RETURN PROCESS

•  Return -  Dedicated section explaining the return process. -  Delivery box can be used for return. -  Free return shipping label in every box. If not,

customer can print a label through the customer account.

-  Returns that arrive after 90 days but in under 365 days will be refunded to store credit, or eligible for exchange.

•  Exchange -  Exchange possible within 365 days of purchase

date.

•  Refund -  Clarified refund issue with picture. -  Possibility to get a full refund if return within 90

days of purchase. -  Total amount refunded within 14 business days.

121

Nordstrom’s returns & exchanges section

RETURN & REFUND

Worst practice


NO RETURN OR EXCHANGE POSSIBLE

•  No return or exchange possible due to the low cost of E.L.F.’s products.

122

e.l.f. ‘s return conditions

RETURN & REFUND



Omnichannel


Before purchase

123

During purchase After purchase

Key figures


Coupons enclosed with the package

Offers, deals, exclusivities are highlighted primarily on the website and in the newsletter. Product up/ cross selling takes place mostly on the product page. Only 50% of the players provide up/ cross selling in their shopping bag and 19% in the order confirmation email. Only 1 player out of 10 encloses coupons in the package.

124

11%

89%

Yes

No

Presence of Up / Cross selling

45% 33%

5%

82% 88%

9%

0%

20%

40%

60%

80%

100%

Facebook Twitter Mobile app Website Newsletter Customer account

ONLINE MARKETING & PERSONALIZATION

K E Y I N S I G H T

Only 13% of players provide personalization based on purchases and browsing

Highlight of offers, deals, exclusivities etc.

82%

50%

19%

0%

20%

40%

60%

80%

100%

Product page Shopping bag Order confirmation email

Key figures


Personalization of offers, deals etc., by sector

•  Personalization based on purchase and browsing is still very rare on website (13%), newsletter (8%) and mobile (4%).

•  Electronics and Fashion players are the most active in personalization on website Multi-sector players are the most active on mobile personalization.

•  US players are the most advanced.

125

Personalization of offers, deals, etc.


4%

13%

8%

0%

5%

10%

15%

20%

Mobile app Website Newsletter

14%

0%

13%

5%

36%

13%

2% 0%

20%

0% 0% 4%

0%

10%

20%

30%

40%


Others * All sectors

Personalization on website Personalization on mobile

17%

9%

6%

2%

0%

5%

10%

15%

20%

USA Europe

Personalization on website Personalization on mobile

Personalization of offers, deals etc., by region

Key learnings


•  Deals, offers, exclusivities etc. highlighted on the website and in the newsletter.

•  New products, new collections, new arrivals highlighted on the home page and landing pages as well as in the newsletter and social platforms

•  Best sellers highlighted on the home page. •  Up/ cross selling on the product page such as:

-  “Customers who bought this item also bought”. -  “Customers who viewed this Item also viewed”. -  “Frequently bought together”. -  “If you like this item, you will like this one”. -  “Shopping tips”. -  Etc.


Amazon’s personalized recommendations

•  Deals, offers, exclusivities etc. highlighted on social platforms (Facebook and Twitter), mobile and on the customer account.

•  Personalization of contents and products based on previous purchases and browsing on website, mobile, newsletter and Customer account.

•  Additional Up/ cross selling on the shopping bag and order confirmation email.

•  Loyalty program/ card offering discounts and other benefits, available cross-platforms; subscription highlighted in the sales funnel and management through the customer account.

•  Coupons enclosed with the package to be redeemed in-store and/or in the eShop.

•  Incentive to encourage customers and prospects to subscribe to the newsletter (discount, gift etc.).


126

Best practice


SOPHISTICATED ONLINE MARKETING WITH STRONG PERSONALIZATION •  Highlight of special offers and deals with direct link to

eShop on: -  Social platforms and newsletters. -  Website, mobile site and app.

•  Personalized product recommendations based on previous purchases and browsing on:

-  Website, including customer account and Mobile site and app.

-  Newsletters. •  Sophisticated cross-selling on the product page

-  “Customers Who Bought This Item Also Bought”. -  “Customers Who Viewed This Item Also Viewed”. -  “Frequently Bought Together”. -  “Sponsored Products Related To This Item”.

•  Amazon Prime (annual membership program offering multiple benefits including FREE 2-day shipping)

-  Subscription from the sales funnel and management from the customer account.

127

Amazon’s personalization preferences & history


Amazon’s cross selling and personalized product recommendations

Best practice


PERSONALIZATION & LOYALTY PROGRAM •  Highlight of special offers and deals as well as new

products and new arrivals with direct link to eShop on: -  Social platforms and newsletters. -  Website (customer account included), mobile

site and app. •  Personalized product recommendations based on

previous purchases and browsing on: -  Website. -  Newsletters.

•  Sophisticated cross-selling on the product page -  “If you like this item, you will like this one”. -  “Shopping tips”. -  “Other ideas”.

•  Loyalty program that offers discounts, gifts and other benefits

-  Subscription from the sales funnel and management from the customer account.

128

Example of Galeries Lafayette’s newsletter with offers


Galeries Lafayette’s loyalty card

Worst practice


VERY BASIC ONLINE PRODUCT MARKETING •  Products are only highlighted in the newsletter. •  No cross-selling of products on the product page and in

the shopping bag.

•  No targeted and personalized recommendations dedicated to specific customers and prospects. Same offers apply to everyone.

129

Example of Mac’s newsletter




Omnichannel


Before purchase

130

During purchase After purchase

Key figures


+30% -30%

OMNICHANNEL

K E Y I N S I G H T

50% of players with physical stores allow in-store return and exchange

100%

39% 39%

9%

19%

6% 6% 3%

33%

23%

6% 10% 9%

52% 48%

0%

20%

40%

60%

80%

100%

Store locator In-store product availability

Click & collect Reserve & collect

Book an appointment in

store

In-Store information on

mobile

In-Store Special offers on mobile

In-Store contact a sales person

Barcode scan QR code scan Product scan Payment Connected devices in store

Return in store Exchange in store

Main omnichannel features & services

The 5 top features & services

1.  Store locator. 2.  Return product in store. 3.  Exchange product in store. 4.  Click & Collect. 5.  Check in-store product availability

New innovative features and services include Book an appointment in store, reserve & collect, connected devices in store and In-store features on mobile (ie. payment, special offers to be redeemed in store, in-store information, QR code scan, possibility to contact a sales person) . Click & collect and return in store hasn’t increased since 2014.

Key figures


Main omnichannel features & services by region

100%

42% 36%

6%

19% 14% 14%

6%

36%

14% 8%

19%

8%

64%

56%

100%

37% 42%

12%

19%

0% 2% 0%

30% 30%

5% 2%

9%

42% 42%

0%

20%

40%

60%

80%

100%

Store locator Availability of product in store

on the site


Book an appointment in

store

In-Store information on

mobile

In-Store Special offers on mobile

In-Store contact a sales

person

Barcode scan QR code scan Product scan Payment Connected devices in store

Return in store Exchange in store

USA Europe

Click & Collect and Reserve & Collect are more developed in Europe than in the US. In-store product return and exchange are still more readily available in the US than in Europe. In-store mobile features such as store information, special offers, payment, are more frequent in the US than in Europe.

OMNICHANNEL

Key figures


In-store return by sector

•  Click & Collect is provided the most by multi-sector and Electronics players.

•  Reserve & Collect is rarer, mainly proposed by Electronics and Fashion sectors.

•  Connected devices in store mainly concern Multi-sector players.

•  In-store return is mainly offered by multi-sector, Electronics sectors and Fashion.

•  Luxury, Cosmetics and Fashion (to a lesser extent) players are much less omnichannel mature.

133

Click & Collect Vs. reserve & collect by sector

Connected devices in store by sector

OMNICHANNEL

31% 24%

92%

17%

86%

42%

12% 0%

15%

0%

29%

9%

0%

20%

40%

60%

80%

100%




54%

24%

92%

33%

86%

52%

0%

20%

40%

60%

80%

100%



5% 5%

27%

0% 0%

9%

0%

10%

20%

30%

40%

50%




Key learnings


•  Online -  Presence of a store locator on the site and on mobile.

•  In-store services -  In-store return. -  In-store exchange.


Macy’s touchscreen in store

•  Online -  Check in-store product availability on the website and

mobile. -  Click & collect and/ or Reserve & Collect. -  Possibility to book an appointment in store (for

advices etc.). •  In-store mobile features

-  Barcode and/ or QR scan . -  Payment (Apple Pay etc.). -  In-store information (maps, events, amenities etc.). -  In-store offers to be redeemed in stores. -  Possibility to contact a sales person.

•  In-store service -  Connected devices in store to check product

availability in stores and /or order products.

OMNICHANNEL

G O O D I E S

•  Product scan on mobile to access product page or similar products, see video or advertising.

134

Best practice


RICH AND COMPLETE OMNICHANNEL EXPERIENCE •  Online

-  Efficient and easy-to-use store locator. -  Check in-store product availability. -  Click & collect. -  Book an appointment for exclusive advice. -  Coupons available online and in-store.

•  In-store service -  Return a product in store. -  Tablets and touchscreens available to discover

and search for product information, check product availability …

•  In-store mobile features -  Indoor turn-by-turn mapping navigation. -  Mobile offers to be redeemed in store. -  Barcode and QR codes scan for more

information about products or promotions. -  Image search: take or upload a photo and search

among thousands of products online to find similar products.

-  Payment possible with Macy’s credit card.

135

Macy’s touchscreen in store

OMNICHANNEL

Macy’s in-store product availability feature on mobile

Best practice


RICH SHOPPING EXPERIENCE IN STORE

136

Apple app’s welcome message in-store

OMNICHANNEL

Apple’s Easypay on mobile

•  Online -  Efficient and easy-to-use store locator. -  Check in-store product availability. -  Click & collect. -  Possibility to make a reservation for Genius Bar,

workshops & events and One-to-One.

•  In-store service -  Return a product in store. -  Devices available for product testing and to

search for information on Apple products.

•  In-store mobile features

-  Contact a salesperson in store. -  In-store information and reservations: events &

workshop, check waiting time on the Genius Bar line or for a training session.

-  Payment via the mobile app in store. -  Get more product information in store by

scanning barcodes with Easypay.

Worst practice


NO OMNICHANNEL STRATEGY

•  No Click & Collect or Reserve & Collect .

•  In-store returns not possible for online purchases, due to technical and organization issues (ie. Screenshot).

•  No possible in-store exchange.

137

C&A’s return in store policy

OMNICHANNEL

To learn more about your detailed performance and the eShopper Index


C O N T A C T U S [email protected]

www.iventures-consulting.com/eshopper-index | www.facebook.com/IventuresConsulting | @iVenturesC

Paris

Christophe Biget Partner

+33 (0)1 70 08 06 60 @cbiget

7/11 rue de l’Yvette

75016 Paris

Aurelia Ammour Partner

+1 (415) 315-9654 @aammour

1714 Lombard Street

San Francisco CA 94123

San Francisco

138

About iVentures Consulting

iVentures Consulting is a Management Consulting firm dedicated to Digital Strategy & Transformation and E-Commerce & Omnichannel, founded in 2005 by Aurélia Ammour and Christophe Biget and based in Paris and San Francisco. iVentures Consulting mainly works in the Fashion, Luxury, Cosmetics, Retail, Travel and Media & Entertainment sectors

•  Omnichannel & digital audit and strategy definition

•  Organization, business planning and road map

•  Support to implementation

D I G I T A L B U S I N E S S S T R A T E G Y

•  Ranking & Analysis of leading companies’ E-Commerce performances all along the customer journey

•  Deep dive analysis: E-Commerce & Omnichannel performances optimization

R E S E A R C H : E S H O P P E R I N D E X

•  Training

•  Digital academy

•  Reverse mentoring

D I G I T A L S K I L L D E V E L O P M E N T


M A I N C L I E N T S

Fashion & Luxury: Baccarat, Boucheron, Celine, Givenchy, Kering, LVMH Group, Loewe, Moet Hennessy, Vilebrequin Perfumes & Cosmetics: Feelunique.com, Lancôme, L’Oréal Paris, Paco Rabanne, Puig, Sephora, Yves Rocher Retail: Carrefour, Darty, Fnac, Truffaut Travel & Transport: Ada, Aéroport de Paris, Air France, Liligo.com. Voyages-sncf.com, SNCF Media & Entertainment: AFP, Curse.com, IsCool Entertainment, Le Monde, Micromania/ Gamestop Others: AGF, Alstom, Areva, BNP Paribas, EDF, GMF, Icade, Groupama, Saint Gobain, Suez, Total

Team


•  MS, ESCP Europe •  Aurélia is the Co-founder and Partner at iVentures Consulting, a

management consulting firm specialized in Digital Strategy & Transformation and E-Commerce & Omnichannel. She is the co-creator of the eShopper Index, started in 2013. Prior to creating iVentures Consulting, Aurelia spent five years in Venture Capital at Europatweb and Global Technology Investments as an Incubation Project Director, a Senior Associate specialized in Internet, Entertainment, Media and Mobile services. In 1995, Aurélia co-founded one of the first interactive agencies in France, later sold to Havas Advertising Group to become ConnectWorld. From 2007, Aurélia is regularly featured by Private Equity Magazine and L’Entreprise Magazine as a guest Journalist /expert on New technologies & Venture Capital as well as by leading schools (ESCP Europe, Dauphine University/ Strategies) as a visiting professor on “Entrepreneurship marketing” , “Digital Business strategy & organization” and “Digital P&L”

A U R E L I A A M M O U R P a r t n e r , S a n F r a n c i s c o eShopper Index Co-creator

C H R I S T O P H E B I G E T P a r t n e r , P a r i s eShopper Index Co-creator

•  MBA London Business school •  Christophe is the Co-founder and Partner at iVentures

Consulting, a management consulting firm specialized in Digital Strategy & Transformation and E-Commerce & Omnichannel. He is the co-creator of the eShopper Index, started in 2013. Prior to creating iVentures Consulting, Christophe spent five years in management consulting in Paris and London as a Manager for Andersen Consulting, Viant and Acemis. Christophe has led strategy, organization and internet consulting projects in the Media, Entertainment, Distribution and Telecom. He contributed to the development of firms such as Vivendi Universal, Emap, Granada, SFR. Before this experience, Christophe spent 6 years in the music and video industry as sales manager and marketing manager with Sony Music and the distributor Cogedep.

E S H O P P E R I N D E X T E A M

140

•  MANAGEMENT & COORDINATION: Renaud Pijselman •  DATA COLLECTION, DELIVERY MANAGEMENT, ANALYSIS AND

SUPPORT: Chunzi Liu, Cristina Guadalupe, Hainan Harrison YU, Joseph Laurent, Jason Greenlaw, Othman Sefrioui

•  DESIGN: Etienne Le Scaon (www.etiennels.com) •  EDITING: Holly Diener (www.theperfectword.fr)

Ventures C O N S U L T I N G i


Date post:	09-Aug-2015
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The E-Commerce reference index based on the eShopper journey

Marketing