Working With Different Platforms to Maximize your Global Reach - Clarence Chew Ex-Chief Marketing Officer, Decathlon

Working With Different
Platforms to Maximize your
       Global Reach

             Clarence Chew
   Ex-Chief Marketing Officer, Decathlon

“32% of global business revenue will be at risk
     due to digital disruption by 2020.”

          – Massachusetts Institute of Technology

“Everything exists in context. Nothing is simply
good or bad. It’s either better or worse than the
        alternatives it’s compared to.”

                 – Dave Trott, Author

Decathlon
•   Sports Equipment (>50
    sports)

•   Designer, Manufacturer,
    Retailer

•   28 Countries

•   1,300 Stores

•   70,000 Employees

•   10 Billion Euros Revenue
    (2016)

Decathlon

•   2013 – 2017

•   Profitable as of Feb 2017

Network

Imagine….

Too Many Choices

Main Issues Faced
•   What e-commerce/digital platform?

•   How to design a friendly face to customers?

•   How to manage products across different countries?

•   How to collect data; what data to collect?

•   Who is my customer? How do I talk to them?

•   How do I continuously engage my customer?

?

?

?

Making Things Work

E-commerce/Digital
            Platform
1. Budget vs. intended scale?

2. Level of tech advancement

3. Level of understanding

4. Logistics capabilities

5. Hosting capabilities

E-commerce/Digital
          Platform

QUESTIONS?

User Experience
1.   Who are you targeting?

2.   What are you trying to get them to do?

3.   Have you mastered the art of friction reduction?

4.   Is your experience consistent?

User Experience

User Experience

User Experience

QUESTIONS?

Managing Products
1.   Do you have legacy systems?

2.   Do you have non-integrated systems?

3.   Do you have a link between your offline and online business?

4.   Do you have a link between your countries?

5.   Do you need to segment warehousing?

6.   Do you have access to technology that makes this easy?

Managing Products

QUESTIONS?

Data

IT’S A TRAP!!!

Data
1.   Do you have the capacity to use data?

2.   Do you know exactly what data you need to collect?

3.   Who is the data analyst in your organization?

4.   Is data used by the marketing team?

5.   Do you know how to use this data to achieve business
     objectives?

Data

QUESTIONS?

Customer Lifecycle
1.   Is a returning customer really worth ten new
     ones?

2.   Do you actually know the path of your customer?

3.   Are you present in the path of your customer?

4.   Do you know how to talk to your customer?

Traditional Funnel
       Awareness

        Interest

         Intent

        Purchase

Modern Funnel
                                                     First-Time     Returning      Exclusive    Defecting
                                                     Customer       Customer       Customer     Customer
                                          $

Awareness   Interest         Intent   Purchase

                                                                                                            Time
                                              Customer Experience

      Customer Acquisition                                                Customer Engagement

Customer Lifecycle

QUESTIONS?

Customer Engagement
1.   What is the best way to speak to your customer?

2.   Is real-time the best way to do this?

3.   Help-desk and call-centre functions: inhouse or
     outsource?

Key Takeaways

1. There are many ways to skin the cat

2. There is no "one-size-fits-all” solution

3. Learn before doing

We are an Asian consulting firm - a leading advisor
  and a trusted executor in business strategy.

  Our management consultancy features service
execution capabilities specializing in the areas of IT
  infrastructure, IT development, marketing &
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For more information, please see www.qcg.com.sg

Thank You!

Clarence Chew
Partner

+65 9363 0363
clarence.chew@qcg.com.sg