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20 TheTech - PRESENTED BY - Ragtrader
12   MARCH 2019            DIGITAL SPECIAL                                                       WWW.RAGTRADER.COM.AU           WWW.RAGTRADER.COM.AU                                         DIGITAL SPECIAL                                                        MARCH 2019   13

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                                                                                                                                                                                         on ad spend. Conti says the         lander says digital activations are a core
                                                                                                                                                                                         campaign increased conver-          part of the business. “We utilise content
                                                                                                                                                                                         sions outside the CR collection     across our digital channels, the Sports-
                                                                                                                                                                                         itself. “We saw the traffic that    girl Beauty hub, social media and all of

                                 Tech
                                                     The                                                                                                                                 was coming through those ads
                                                                                                                                                                                         were purchasing the capsule
                                                                                                                                                                                         range but were also purchas-
                                                                                                                                                                                                                             our stores.” The retailer has seen excep-
                                                                                                                                                                                                                             tional growth and interaction across its
                                                                                                                                                                                                                             social media channels over the last 12
                                                                                                                                                                                         ing other collections too. It       months, with the marketing and digital
                                                                                                                                                                                         was a great entry point into the    team now constantly developing video
                                                                                                                                                                                         brand for other people to take      content and driving engagement across
                                                                                                                                                                                         a look into all the other collec-   @sportsgirl and @sportsgirlbeauty Ins-
                                                                                                                                                                                         tions we have available as well.”   tagram channels.

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                                                                                                                                                                                              The Daily Edited:
                                                                                                                                                                                              founder Alyce Tran
                                          Assia Benmedjdoub ranks the 20 top tech                                                                                                              Alyce Tran found herself
                                                                                                                                                                                          in a tricky position last year.
                                               influencers in Australian fashion.                                                                                                         In May, Tran and her business
                                                                                                                                Perks offers $10 of rewards for every $100     partner Tania Liu took a look at their
                                                                                                                                spent across the Cotton On Group port-         books: sales were on track to hit $30
                                                                                                                                folio, as well as birthday bonuses, invites,   million for the fiscal year, with earnings
                                                                                                                                exclusive offers and product previews. On-     up 38.25%. The problem? Investor and
                                                                                                                                line sales now represent about 10% of to-      business partner Oroton, which had in-
                                                                                                                                tal sales ($2 billion) for Cotton On Group,    jected $4.5 million into the business af-
                                                                                                                                with online penetration as steep as 15% for    ter they sold a 30% stake in 2017, was
                                                                                                                                brands such as Cotton On Kids.                 in voluntary administration. Prepared
                                                                                                                                                                               to back themselves, the pair bought the
                                                                                                                                                                               stake back for a neat $2.21 million and

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                                                                                                                                     Country Road: channels                    secured a sound financial outcome for
                                                                                                                                     marketing manager                         their fledgling monogrammable leather
                                                                                                                                     Paul Conti                                goods business. It was a critical point for
                                                                                                                                If there’s one person who can back the         the brand, which is available online and
                                                                                                                                power of digital content marketing, it’s       through stores in Australia, Singapore
                                                                                                                                Paul Conti. Just 12 months into the            and the US. Today, Tran says she works
                                                                                                                                launch of Country Road’s digital jour-         seven days a week, 365 days a year and
                                                                                                                                nal ‘Live With Us’ the platform recorded       has staff across the globe respond direct-
                                                                                                                                a revenue run rate of $1.1 million with        ly to her: from the CFO in Sydney or a

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                                      The Iconic: chief operating               to take their eyes off the ball. “Customer      featured product conversions at over 4%.       sales associate in its US team.

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                                      officer Anna Lee                          expectations have never been higher, with       This marketing strategy continued when                                                            Cue: chief information officer
                                      In 2018, Australian and New Zea-          competition in the Australian and New           Instagram chose Country Road as one of                                                            Shane Lenton

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                                 land shoppers spent the equivalent of          Zealand retail market heating up.”              three brands to test its Shopping feature           Sportsgirl: digital manager                   It’s a company that is still wholly
                                 28 years browsing on The Iconic. That                                                          in Australia last year. After using Ins-            Lauren Benci                             owned by the founding family - but that
                                 breaks down to 10,400 days, 15 million                                                         tagram’s ‘Stories’ capability to promote            Lauren Benci is no stranger to the       doesn’t mean womenswear retailer Cue,

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                                 minutes or close to a billion seconds. As           Cotton On: eCommerce                       a Country Road capsule collection, the         tech fashion landscape, having worked         which first opened its doors in 1968, is a
                                 a member of the senior executive team at            manager Brendan Sweeney                    brand saw an average return of x18.05          at Puma, Just Group, Blue Illusion and        stickler for tradition. Having launched
                                 The Iconic, Anna Lee is responsible for              When it comes to repeat business for                                                           Green With Envy. As the digital         its eCommerce portal in May 2011, Cue
                                 keeping the engine running. “Our cus-          retailers, there’s nothing quite like a well-                                                        manager at Sportsgirl, she has a        ramped up the innovation stakes last
                                 tomers consistently rate their interactions    formed loyalty scheme. In 2017, Cotton                                                               big year ahead with a large-scale       year with a suite of omnichannel ser-
                                 with our team at customer satisfaction         On Group launched a trial of Cotton On                                                               replatforming project for sports-       vices released to market. This included
                                 scores of over 90%,” she says. “We’re al-      & Co Perks in the New Zealand market.                                                                girl.com.au in the works and an         the rollout of WeChat and Alipay sys-
                                 ways looking for the fastest ways to deliver   When it grew to account for 50% of sales                                                             increased digital marketing focus.      tems across its network, a style finder
                                 the latest tech innovations for a seamless     for three of its brands, it was rolled out to                                                        “We are no longer doing ‘digi-          tool and in-store technology allowing
                                 shopping experience to our customers.”         the Australian market in 2018 with an av-                                                            tal marketing’ but marketing in         staff to confirm and pack orders for
                                 This includes product innovations such         erage of 100,000 sign ups per week. Cot-                                                             a digital world,” is the mantra         home delivery within 20 minutes. Cue
                                 as Snap To Shop, Find Your Fit and Fol-        ton On eCommerce head Brendan Swee-                                                                  Benci works by. The new Sporst-         chief information officer Shane Lenton
                                 low the Brand features. The Iconic has         ney says the data gathered allowed the                                                               girl platform will not only offer       says services such as Store to Door are
                                 achieved over two million mobile app           company to cross-sell across other brands                                                            more services such as flexible de-      an increasing part of the brand’s digi-
                                 downloads, making it the most down-            in its portfolio, with additional online and                                                         livery options, but ‘how to’ video      tal strategy. “Innovation is at the core
                                 loaded fashion app in Australia, and re-       in-store services added such as Click Col-                                                           content for the booming Sports-         of everything we do at Cue, so we are
                                 ceives 13 million online visits per month.     lect across the Cotton On, Typo, Cotton                                                              girl Beauty range and content           always looking at ways to embrace new
                                 Despite these significant wins, Lee says       On Body, Supre, Cotton On Kids, Typo                                                                 around inspiring young women.           technologies and improve the customer
                                 players in the tech space can never afford     and Rubi store networks. Cotton On & Co                                                              Sportsgirl CEO Colleen Cal-             shopping experience,” he says.
20 TheTech - PRESENTED BY - Ragtrader
14   MARCH 2019                                 DIGITAL SPECIAL                                                    WWW.RAGTRADER.COM.AU         WWW.RAGTRADER.COM.AU                                         DIGITAL SPECIAL                                                      MARCH 2019   15

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                  Showpo:                                                                          reach across 190 countries through a         capital cities. Teperson says the launch       offering and grow our Marketplace,”                    Amazon: head of Amazon
                  general manager                                                                  partnership with marketplace Farfetch.       of click-and-collect and click-and-dis-        he says. The website already offers                    fashion Australia Angela
                  Alex Durkin                                                                      Looking to the future, the swimwear          patch sales more than doubled digital          in excess of 1.9 million SKUs via the                  Langmann
             Online fast fashion retailer Show-                                                    giant intends to launch an omnichan-         revenue. “By just making the inventory         Marketplace platform and has over             While regulatory documents indicate
             po never ends a year without a                                                        nel loyalty program called ‘The Beach        available, we were able to generate that       1.2 million active customers. In 2017,        Amazon made a modest $16 million
             milestone: its annual revenue ex-                                                     Club’, which will allow customers to         sales lift without investing a single cent     the online shopping group purchased           in sales for the first month of trade
             ceeded $30 million in 2016 and a                                                      shop, earn and redeem rewards across         more in the inventory. It’s a huge trans-      iconic childrenswear brand Pumpkin            in Australia, the online giant is start-
             year later it recorded its one mil-                                                   stores and online sites. Swarbrick is well   formation opportunity.”                        Patch from voluntary administration.          ing to pick up traction. The platform
             lionth order. In January 2019,                                                        placed to take on the challenge, hav-                                                       It now offers the brand on its plat-          launched an online storefront ‘The
             Showpo opened a 4,700sqm                                                              ing spent five years at Esprit APAC in                                                      form, alongside daily deals for men’s,        Local Fashion Store’ leading up to

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             warehouse in Sydney to deal with                                                      senior executive marketing and eCom-                  Princess Polly:                       women’s and kid’s fashion brands.             Christmas 2018, housing more than
             this growing demand. The new                                                          merce roles. Seafolly CEO Paul Kotrba                 co-founder Wez Bryett                                                               150 brands such as Tony Bianco, Oro-
             site has allowed the company to                                                       says the brand has ambitions to become                 Queenslanders Wez and Eirin                                                        ton and Lorna Jane. It wasn’t just the

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             more than triple local warehous-                                                      the largest fashion swimwear house in        Bryett are hitting above their weight when               Bec + Bridge:                       bigger brands which earned a slice of
             ing and increased capabilities to                                                     the world. “Seafolly has a strong global     it comes to their fast fashion eCommerce                 brand and sales director            the pie however, with labels such as
             house over one million units of                                                       wholesale business in over 40 countries      site, Princess Polly. Last year, private eq-             Jordana Sexton
             stock. Durkin manages a team                                                          that is delivering healthy year on year      uity-backed Elevate Brandpartners took a       Don’t let her job title fool you: her beat
             of six executives as the business                                                     growth. Farfetch is another significant      50% stake in the business with reports a       is sales, but her nous for eCommerce and

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             continues to scale, with plans to extend        The PAS Group: head of digital        milestone in our strategy to continue.”      US rollout is planned to commence this         digital strategy is unquestionable. Aus-
             services to the US market. Importantly,         Anna Samkova                                                                       year. Eirin Bryett opened her first Prin-      tralian designer womenswear label Bec
             the brand also continues to place prod-           When a company attributes 75%                                                    cess Polly boutique in the late 2000s and      + Bridge has seen online sales increase

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             uct at the centre of its growth strategy.   of transactions to loyalty customers,              Accent Group: chief digital         with the urging of Wez, diversified into       130% year on-year through a mix of
             Showpo saw revenue increase by 30%          the potential to use data for growth is            officer Mark Teperson               the eCommerce space. By 2010, the busi-        delivery, online marketing and redesign
             after extending its size offer by an ad-    limitless. This is what The PAS Group              As chief digital officer for Ac-    ness had a $10 million turnover and nine       initiatives. Brand and sales director Jor-
             ditional three sizes. Durkin joined the     head of digital Anna Samkova discov-      cent Group, Mark Teperson is critical        Princess Polly locations. The business is      dana Sexton says a relentless focus on
             business over five years ago when it was    ered last year, when she unleashed a      in leading an omnichannel strategy           now a pureplay operator with merchandise       key trading periods is vital to ensuring
             operating bricks-and-mortar locations.      new tool that unified online and of-      which spans 445 stores across Austra-        targetted at the wardrobes of 16 to 26-year-   maximum return. “Spring racing is huge
             “The decision to go pure play was pivot-    fline purchase data alongside loyalty     lia and New Zealand. In fiscal 2018,         olds. Ardell Lashes, Dr Martens, L.A. Girl,    for us and there is a heavy focus on our
             al to Showpo, and allowed us to achieve     and engagement stats. With a holistic     it clocked a 130% growth in digital          Quay Australia and Windsor Smith are           dress category during this period - for in-
             the growth we needed. As the company        view of customer data - drilling down     sales driven by four new eCommerce           some of the brands offered on the site.        stance, dresses made up 73% of all sales
             grew, so did my responsibilities; more      as deep as colour and product prefer-     sites for Timberland, Dr. Martens,                                                          in September 2018 alone.” New season
             stock, more staff, and more revenue to      ence - the Group commenced targeted       Platypus New Zealand and Skechers                                                           launch EDMs and Instagram are the key
             be responsible for.”                        campaigns via paid social and email.      New Zealand, the launch of click-and-                                                       drivers for converting customer sales.
                                                         The result? An end-of-season paid so-     collect and click-and-dispatch options                                                      “We also see a high ROI on sponsored
                                                         cial campaign hitting lapsed customers    in Platypus and Hype, as well as the                                                        Instagram posts, which we have only re-

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                  Tony Bianco: digital marketing         clocked a x4 return on ad spend. Sam-     integration of after payment options                                                        cently started to run for the brand,” she
                  manager Beth Auty                      kova says the campaign involved ad-       in-store across retail banners. The                                                         says. An Instagram bridal edit late last
                  Content is king for digital mar-       vertising popular styles purchased by     Group, which has a dedicated digital                                                        year saw the collection sell out within
             keting manager Beth Auty. But as            these customers via Facebook carousel.    hub to drive ideas and innovation, also                                                     days of being online. “We were forced to
             a manager who’s accountable for all         “We finally achieved a single customer    introduced an endless aisle inventory                                                       produce re-cuts almost immediately.”
             eCommerce sales and KPIs across do-         view and I know we are the only retail-   solution and same day delivery for key
             mestic and international sites, as well     er who managed to do so in

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             as local drop-ship, she also under-         four months’ time,” Samko-                                                                                                                     Honey Birdette: online
             stands the need for revenue building.       va says of the strategy. “We                                                                                                                   manager Charlotta Forslof
             Auty says Instagram has become an           wanted to have powerful                                                                                                                         Intimate apparel retailer Hon-
             invaluable tool for the brand, allowing     analytics available to us in                                                                                                          ey Birdette is aiming to operate up to
             for a constant stream of relevant mes-      real time, all the time, and                                                                                                          20 stores in the US over the next two to
             saging that can be adjusted at the click    we wanted that data to give                                                                                                           three years. Key to its success? An ag-

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             of a button. “For example, if it’s get-     different insights across the                                                                    Catch Group:                         gressive influencer strategy in the mar-
             ting a little bit colder we will switch     whole organisation.”                                                                             CEO Nati Harpaz                      ket which has seen US online sales now
             ads to be ankle boots. Or we will start                                                                                                      During peak periods, pure-           account for 35% of the business. This
             pushing our other categories such as                                                                                               play company Catch Group can ship              organic digital growth has largely been

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             jewellery or handbags. What we do                   Seafolly: head                                                                 more than 10,000 parcels a day from            driven on social media platforms such         Local Supply and Third Form also get-
             is we change that regularly to deliver              of digital and                                                                 its automated distribution centre in           as Instagram. Honey Birdette founder          ting in on the initiative. Langmann
             relevant content to our customers so it             eCommerce                                                                      Melbourne’s industrial outer west.             Eloise Monoghan credits her digital           says the strategy, which also included
             looks native in their feeds.” Some 20%      Caroline Swarbrick                                                                     In fact, CEO Nati Harpaz expects               and marketing teams for snowballing           an awards program for local designers,
             of revenue generated through paid so-       It’s going to be a bumper                                                              demand to be so significant over the           US growth in a short amount of time.          cements its dedication to fashion cat-
             cial stems from Instagram, with 31%         year for freshly appointed                                                             next five years, the Group has just un-        “Certainly online, we’re seeing the           egory growth. “We are really excited to
             of impressions harking from the plat-       Seafolly head of digital Car-                                                          veiled a new 22,000sqm warehouse               brand resonate in New York, LA, Flori-        be empowering some brilliant home-
             form. Interestingly, 35% of followers       oline Swarbrick. After un-                                                             close to its existing facility. “Catch         da and Texas and 50% of social follow-        grown talent by putting them front
             on Instagram are now from the US,           veiling a brand new global                                                             Group has been experiencing signifi-           ers are now from the States.” The brand       and centre on our Fashion store. We
             further driving export growth for the       eCommerce platform last                                                                cant growth over the last two years,           currently has stores in Los Angeles and       know Aussies love to shop local and we
             brand internationally.                      year, Seafolly expanded its                                                            as we continue to expand our product           other key trading districts.                  want to help them do just that.”
20 TheTech - PRESENTED BY - Ragtrader
16   MARCH 2019                                      DIGITAL SPECIAL                                         WWW.RAGTRADER.COM.AU

                                     PRESENTED BY

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                       Big W: general manager of
                       digital Kate Langford
                        BIG W is now in its third year
             of a turnaround strategy, as it attempts
             to claw back successive profit losses. In
             October, the discount department store
             revealed online sales had grown 177%
             over the last quarter due to the adoption
             of pick-up options, range expansion and
             improvements in the search functional-
             ity of its site. Big W digital head Kate
             Langford is among those leading the
             digital turnaround, as parent company
             Woolworths looks to invest in company-
             wide tech capabilties. “There’s a lot of
             work that we’re doing at the moment to
             help data inform decisions on inventory
             forecasting, that’s intent-based, to help
             us get better at efficient processes.” End-
             less aisle is next on the agenda, in addi-
             tion to a more data-centric approach to
             marketing and communications. Over
             the last 18 months, it has diversified its       finance system, a new PLM system and a
             media mix from a catalogues-heavy ap-            new eCommerce platform allowing it to
             proach with social, digital, out-of-home,        replicate sites in the UK, Europe and Sin-

                                                                                                                                    eStar Store: True
             radio and screens added to the mix.              gapore. If there’s an ambassador for tech
                                                              investment in the industry, it’s McNally.
                                                              “At the time, increased demand had begun

             18
                       Witchery: head of                      to outstrip supply, our systems were bow-
                       marketing and digital
                       Jennifer Petropoulos
             2018 was a year of digital gains for fash-
                                                              ing under the strain and temporary labour
                                                              was just being thrown randomly into the
                                                              mix without any clear direction,” she says.
                                                                                                                                    Unified Commerce
             ion retailer Witchery: it clocked over 20%       “We simply had to do it.” The successful
             year-on-year growth in online sales, as well     designer brand is now readying itself for
             as its biggest ever sale day during Vogue        vertical retail expansion offshore.
             Online Shopping Night. It hauled an im-
             pressive $1 million in just 24 hours, ce-

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             menting a strategy which will see the brand                Target Australia:                                           eStar Store combines the rich content and user
             place increased focus on continued online                  head of digital experience
             growth in 2019. As head of marketing and                   Sally Lennox                                                experience of online shopping with the functionality
             digital for the retailer, Jennifer Petropoulos   At a 2018 strategy day for Wesfarmers,                                of in-store POS and operator initiated orders/sales,
             brings years of industry experience to the       legendary department stores CEO Guy
             role having worked at Target and TK Maxx.        Russo praised the steady progress in Tar-                             creating a true unified commerce solution.
             Witchery MD Simon Schofield is quick to          get’s online business. In addition to a cen-
             praise ongoing gains in the online space and     tral distribution centre to pick, pack and
             the power of a results-driven pool of talent.    ship orders to customers, it was reducing                             In-store consumers are demanding the same levels
             “Performance is strong and we’ve got a very      delivery times to customers through in-                               of access to information and immediate service they
             stable team. A very talented team.”              store fulfilment of digital purchases. For
                                                              head of digital experience Sally Lennox,                              receive online.
                                                              it was about progressively rolling out the

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                       Camilla: CEO Jane McNally              service to stores rather than a blanket so-
                       Ok, so Camilla is technically          lution nationally. “We started very slowly
                       not an online fashion brand            - you don’t need to turn on every single
             and a CEO is technically not a digital or        store to begin with.” It is just one pillar
             eCommerce head. But that’s where Jane            in a full turnaround strategy for the dis-
             McNally diverges from the rest: techni-          count department store, which is using
             cally. Last year, she instituted a mass in-      loyalty data to drive a customer-led om-
             frastructure overhaul at the designer fash-      nichannel strategy. How far can the data
             ion brand which saw the team spend 300           drill down? It knows the average Target
             hours a week on structural changes. In a         customer is a mother who spends 15
                                                                                                                                                                                       www.estaronline.com AU1800 503 891
             bid to prepare itself for international ex-      minutes in the store and is most likely to
             pansion, it loaded up its tech armoury with      shop for (in order) her home, kids and,                                                                                  sales@estaronline.com NZ 0800 151 655
             a host of upgrades: a cloud-based ERP and        finally, for herself. ■
20 TheTech - PRESENTED BY - Ragtrader 20 TheTech - PRESENTED BY - Ragtrader 20 TheTech - PRESENTED BY - Ragtrader 20 TheTech - PRESENTED BY - Ragtrader 20 TheTech - PRESENTED BY - Ragtrader 20 TheTech - PRESENTED BY - Ragtrader
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