Online and in-store innovation all along the customer journey - March 29th, 2017 - TCG Summit
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Online and in-store innovation all along the customer journey March 29th, 2017
CHRISTOPHE BIGET
About iVentures Consulting iVentures Consulting
• Management Consulting boutique dedicated to Digital transformation
Managing Partner
• Founded in 2005 by Aurélia Ammour and Christophe Biget @cbiget
@iVenturesC
• Paris and San Francisco
CONSULTING DIGITAL SKILL BUSINESS
DEVELOPMENT INTELLIGENCE
• Digital transformation in all aspects • Digital academy • E-Shopper Index
of business
• Reverse mentoring • E-commerce & Omnichannel
• E-Commerce & Omnichannel strategy performance analysis
definition and implementation • Learning trips
• Marketwatch & digests
• Partnership with startup ecosystem • Executive trainings
MAIN CLIENTS
Retail: Carrefour, Darty, Fnac, Just One Eye, Monoprix, Stokomani, Tati, Truffaut,…
Fashion & Luxury: Baccarat, Boucheron, Celine, Esprit, Kering Group, Lacoste, LVMH Group, Loewe, Moët-Hennessy,…
Beauty: Clarins, Diptyque, Dior, Feelunique.com, Lancôme, L’Oréal Paris, Nocibé, Paco Rabanne, Sephora, Yves Rocher,…
Others: Air France, BNP Fortis, Ducati, EDF, Essilor, GMF, Icade, Le Monde, Paris Aéroports, SNCF, Société Générale, Saint-Gobain, SC Johnson, Suez, Total , Véolia,…
© IVentures Consulting 2017 2
ONLINE AND IN-STORE INNOVATION
ALONG THE CUSTOMER JOURNEY
AGENDA
• Customer 2020: What differences?
• Trends and best practices?
• Where do we go from now?
©iVentures Consul.ng 2017 3
ONLINE AND IN-STORE INNOVATION
ALONG THE CUSTOMER JOURNEY
AGENDA
• Customer 2020: What differences?
• Trends and best practices?
• Where do we go from now?
©iVentures Consul.ng 2017 4
By 2020, consumers will have evolved
NEW WAY TO CONSUME COMMUNITY AND COLLABORATIVE
• Consume more and more equitable • Higher use of collaborative services
• Want to know more about what they buy • Growth of communities
• Want to discover new products and feel lower • Development of personal shoppers
attachment and interest in brands
• New delivery methods
MOBILITY / TRANSPORT CONNECTED CUSTOMERS
• Decrease in the number of individual vehicles • Simpler and seamless “on the go” shopping
among city dwellers experience
• Transformation of individual modes of transport • New in-store services
• New means of public transport • Personalization
© IVentures Consulting 2017 5
What do experts say ?
L2*:
• 2015: year of Click & Collect (59% of US/Europe retailer)
• 2016: year of Real time inventory (stock & reserve – 52% of US & UK
retailers)
• 2017:
- On the Go shopping (chatbots, mobile pay, proximity marketing,…)
- Kill online Vs. store silos, to provide seamless shopping experience
ISCS**:
• 86 % of Millenials use mobile devices IN STORE to:
- Compare prices at other stores
- Check availability
- Get discounts or coupons
- Read reviews
Darty***:
• 52% of clients who bought in-store visited our site less than 7 days before purchase
• For purchase above 250€, 60% of clients visited our site less than 7 days before
• Mobile is the 1st device used to prepare store purchase
*Omnichannel Intelligence report – L2 - Dec. 2016
© IVentures Consulting 2017 **Convergence of physical and digital – ESCS – Dec. 2016 6
*** Case Study – Google - Oct 2016
ONLINE AND IN-STORE INNOVATION
ALONG THE CUSTOMER JOURNEY
AGENDA
• Customer 2020: What differences?
• Trends and best practices?
• Where do we go from now?
©iVentures Consul.ng 2017 7
These customer changes require rapid adaptation from brands
and retailers in all sectors, including TCG’s
Brands and retailers must implement differentiating tactics for better acquisition, conversion and retention
all along the customer journey especially on the following substages
SITES & PRODUCT
MOBILE OMNICHANNEL
PAGE
IN-STORE DELIVERY
© IVentures Consulting 2017 8
BETTER EXPERIENCE AND MORE CONTENT ON WEB SITE
OVERALL ONLINE EXPERIENCE CONTENTS / SHOPPABLE MAGS
Sephora beauty magazine "Beauty Dot":
beauty trends, advice, tutorials, expert
interviews and influencers with photos,
animated gifs and videos
Each article / post is shoppable
• Intuitive navigation
• Smart filters
• Personalized replacement products “Darty & Vous”. Every day, new articles offering product tests,
• Possibility to add forgotten products tips, articles on trends, interviews
• ... Delivery in 1H Each post is shoppable
© IVentures Consulting 2017 9
MORE EFFICIENT PRODUCT PAGES (TRANSPARENCY, SERVICES)
• Highlight of benefits of main
ingredients
• Customers’ reviews and ratings
• Smart filters • Product video presentation
• Up/Cross sales • Subscription for auto refill
• Factory presentation
• Expert’s & customers opinions • Radical price transparency
• Detailed technical description
• Product In-store availability
© IVentures Consulting 2017 10MORE MOBILE SERVICES THROUGH APPS (1/2)
MOBILE PAY CHATBOT
Make-up tips (via Kik, Facebook Messenger, …)
Consumers scan and buy the product in-store without
checkout via Apple Pay
Scan&Go App allows customers to scan and pay directly for Customers can ask the bot for suggestions and then order
their product and avoid cashier flowers through Facebook Messenger
© IVentures Consulting 2017 11MORE MOBILE SERVICES THROUGH APPS (2/2)
PROXIMITY MARKETING (NEAR STORE) PROXIMITY MARKETING (IN STORE)
When entering a US Sephora store,
customers receive notifications
related to store offers and news
Other customized notifications
based on the customer journey
may also follow
Personalized notification sent near a store,
highlighting availability in store of a product from
customer’s shopping
© IVentures Consulting 2017 12OMNICHANNEL SERVICES SUCH AS CLICK / RESERVE & COLLECT
CLICK & COLLECT RESERVE & COLLECT
Celio offers a free on-line reservation of products available
in stores, within 1 hour, and for a period of 48 hours
Darty Offers 5€ discount on Click & Collect ordered
products:
• 1 hour availability Click & Collect + Reserve & Collect : up to 48% of
• dedicated parking spaces, the overall ECommerce sales for these 2
• pick-up zones at store entrance companies
© IVentures Consulting 2017 13MORE IN-STORE SERVICES
IN-STORE NAVIGATION AUGMENTED REALITY
Tablets convey additional product information and
warn when go past promotions or products you like
(personalized recommendations)
Target offers an in-store navigation tool in
its app to find products, shelves and cases
in all of the brand's stores
“Smart Mirror” allows customers to try virtually in-store
items and compare cuts and colors without having to try.
Also available for makeup, skincare and hair color testing
© IVentures Consulting 2017 14AND … BETTER COMMUNICATION
OMNICHANNEL SERVICES HIGHLIGHTS ALL ALONG THE CUSTOMER JOURNEY
Etam highlights omnichannel
services on a billboard that can
not be missed.
Promoted services: loyalty card,
iPad in store to check availability,
Etam.com eShop, Click & Collect ,
social platforms …)
Click & Collect highlighted at store entrance indicating « Click & Commute » is highlighted through ubiquitous
pickup points and the e-services features displays in the John Lewis store in St Pancras
© IVentures Consulting 2017 15FASTER, SCHEDULED DELIVERY WITHOUT PREMIUM
• 30 minutes average
• 1 hour (Pay), and free
• Transparency on each restaurant delivery
otherwise
time
• Tracked delivery
• UberEats offers less than 30 minutes delivery
© IVentures Consulting 2017 16SUBSCRIPTION BASED REVENUE (LEVERAGING EXPRESS DELIVERY)
• Instacart Express : 149$/year
• Fnac +: 49€ / year
• Amazon Prime : 10,99 $/month
© IVentures Consulting 2017 17ONLINE AND IN-STORE INNOVATION
ALONG THE CUSTOMER JOURNEY
AGENDA
• Customer 2020: What differences?
• Trends and best practices?
• Where do we go from now?
©iVentures Consul.ng 2017 18Where do we go from now?
Invest in the future and structure your innovation resources:
• Wal-Mart spends 1B€/ year on innovation
• Fnac/Darty have mutualized their digital innovation teams
Define your digital and omnichannel:
• Ambition
• Roadmap
• Organization (with cross functional teams - store and digital)
Implement an innovation process:
• Starts by whittling down big ideas
• Review by cross-functional team (executives, store managers and associates)
• Create a prototype
• Test in several volunteers stores
« Remember that most of the time, your initiative won’t work. Be patient and
improve, improve, improve,… »
Scott Emmons, head of the Innovation Lab at Neiman Marcus
©iVentures Consul.ng 2017 19THANK YOU © IVentures Consulting 2017 20
CONTACT US
Paris San Francisco
Christophe Biget Aurelia Ammour
Managing Partner Managing Partner
+33 (0)6 62 04 62 75 +1 (415) 315-9654
@cbiget @aammour
christopheb@iventures-consulting.com aureliaa@iventures-consulting.com
7/11 rue de l’Yvette 1714 Lombard Street
75016 Paris San Francisco CA 94123
www.iventures-consulting.com/eshopper-index | www.facebook.com/IventuresConsulting | @iVenturesC
©iVentures Consulting 2017 21You can also read
