OMNICHANNEL IN RETAIL: HET ANTWOORD OP E-COMMERCE PROF. GINO VAN OSSEL

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1 OMNICHANNEL IN RETAIL: HET ANTWOORD OP E-COMMERCE PROF. GINO VAN OSSEL 1

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4 AGENDA 1. winkelgedrag red de winkel! 3. in de praktijk 4. en de zelfstandige handel? 5. besluit 4

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9 fashion? 1 9

10 1 9 importance of search? 10

11 source: Need for speed, Parago, 2014 (n=>1900; online research, 2013 holiday season) 2 11

12 64% e-commerce in Belgium, Comeos, June 2015 has bought online in the past 12 months 33% is buying online monthly e-commerce in Belgium, Comeos, June

13 which new products did you buy online during the past 12 months? e-commerce in Belgium Comeos June 2014 AGENDA 1. winkelgedrag red de winkel! 3. in de praktijk 4. en de zelfstandige handel? 5. besluit 13

14 monochannel monochannel multichannel 14

15 360 communication and sales monochannel multichannel crosschannel 93% of visitors are store customers 3 15

16 360 communication and sales monochannel multichannel crosschannel OMNI-CHANNEL monochannel multichannel crosschannel omnichannel 16

17 OMNI-CHANNEL benefits of offline: experience, service & advice merchandise in stock trust enriched with the internet free wifi, screens, tablets,.. website, webshop, app & the benefits of online: access to info, reviews & ratings order in-store & at home choice customer centric commerce 17

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21 growth John Lewis online +21.6% growth John Lewis shop sales + 2.2% (+0.6% LFL) online share of sales John Lewis 31.6% John Lewis click & collect 54% of online orders source: John Lewis 2014/15 annual report growth vs. year ago We are seeing about 34% of (pick-up) visits translating into additional sales in shop and that number is growing exponentially at the moment. It s typically or increasingly for purchases that the customer didn t think they would make. So it is quite out with whatever they were going to collect. 21

22 25% 23,5% 20% 18,3% 14,4% 15% 10% 5% 0,2% 0% total retail online retail online pure players online store based retailers retail sales vs. year ago (Netherlands Q CBS) 22

23 monochannel AGENDA 1. winkelgedrag red de winkel! 3. in de praktijk 4. en de zelfstandige handel? 5. besluit 23

24 CUSTOMER-CENTRIC COMMERCE orientation purchase after-sales enrich simplify functional needs affective needs CUSTOMER-CENTRIC COMMERCE orientation purchase after-sales enrich simplify functional needs affective needs 24

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27 CUSTOMER-CENTRIC COMMERCE orientation purchase after-sales enrich simplify functional needs affective needs 27

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36 MARKETING touch point share of transactions hard goods share of transactions soft goods paid search 32% 19% natural search 25% 14% 19% 41% social media < 1% <2% other 23% 24% Source: Forrester / GSI Commerce Holiday attribution research 11 (Q1 2012) 36

37 Looking up more information on something I saw in a folder 73% Comparing prices of stores online 70% Comparing prices of products & services online Looking up online what's for sale in stores before I go shopping Consulting online products reviews by consumers Exploring the offer online before going to a store 70% 65% 57% 55% Consulting online store reviews by consumers 36% % somewhat to totally agree source: Retail in Belgium, InSites/Vlerick, 2012 (n = +170 statement) plus d info sur 37

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39 3. 39

40 buying frequency in store online 3,0 2,3 webshop only customers 5,4 store only customers 7,0 omni-channel customers source: Bijenkorf receipt loyalty card product scanner gift voucher push messaging mailings 40

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42 50% store pick-up (NL) 60% of returns are in-store (NL) 42

43 SHIP FROM STORE >200 orders / day reduce mark downs reduce webshop out of stocks reduce delivery time AGENDA 1. winkelgedrag red de winkel! 3. in de praktijk 4. en de zelfstandige handel? 5. besluit 43

44 digital dreams digital budget one size doesn t fit all 44

45 partnering 45

46 SERVICE 2.0 receipt loyalty card product scanner gift voucher push messaging mailings 46

47 get the basics right! click & reserve on average 3 items/ticket 47

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51 AGENDA 1. winkelgedrag red de winkel! 3. in de praktijk 4. red de zelfstandige handel! 5. besluit CONCLUSION the threat of e-commerce volume shift & margin squeeze incremental costs & investments 51

52 CONCLUSION the threat of e-commerce volume shift & margin squeeze incremental costs & investments the opportunity of e-commerce top line growth serving (most committed) customers better 52

53 buying frequency in store online 3,0 2,3 webshop only customers 5,4 store only customers 7,0 omni-channel customers source: Bijenkorf CONCLUSION the right focus serve your existing customer better get the basics right where / when / be found local search & existing media & store (staff) show your range collaborate with your suppliers stock level? become transactional webshop or other 53

54 CONCLUSION the threat of e-commerce volume shift & margin squeeze incremental costs & investments the opportunity of e-commerce top line growth serving (most committed) customers better omni-channel! from store-centric to customer-centric commerce If we focus on the customer, the outcome will be right Jamie Nordstrom head of Nordstrom Direct 54

55 Dit boek biedt een stevig conceptueel kader én heel concrete handvatten! Een echte must voor al wie begaan is met de toekomst van retail! Wouter Torfs, CEO Schoenen Torfs Een echte aanrader voor zowel retailers als etailers! Gestoeld op een unieke mix van academische visie en hands-on ervaring vanuit de retailpraktijk, schetst Gino Van Ossel de toekomst van het distributielandschap: ga voor omnichannel en plaats de klant (eindelijk) weer centraal! Bart Claes, CEO JBC CUSTOMER-CENTRIC COMMERCE orientation purchase after-sales enrich simplify functional needs affective needs 55

56 CONCLUSION Prof. Gino Van Ossel Retail management E-commerce & omni-channel Shopper & trade marketing Channel