Omnichannel Retail. Perception and Reality

(1)

Omnichannel Retail.

Perception and Reality

(2)

• At present, the área where the omnichannel has a biggest impact is

clearly that of marketing, and more concretely to propitiate a

dynamism in shop, pricing and promotions.

• In the nearest future (Next 18 Months), the chains express his priority to

achieve a biggest impact of the omnichannel in more operative áreas as

management/organization and relative to the experience of the

client.

• The chains with better results were prioritizing his relative efforts facing

the nearest future (With regard to that they obtain worse results) in:

• Utilization of mobile devices on the part of the employees in shop

• Generation and utilization of contents of marketing elaborated by

the own user

• The sector of Hypermarkets / supermarkets will put more emphasis in

the áreas of marketing and managment

Conclusions polls chains.

Spain

(3)

Profile polled- Methodology

•

MHE has realized a study on the impact that has the activity Omnichannel in 76

chains, both national and international, that form a part of the following sectors (Clothing & Accessories, Hypermarket/Supermarket, Leisure, Home,

Miscellaneous)

•

It was asked to indicate the level of impact of the folowing activities

Omnichannel in his current business and wich was his forecast on the impact that they would have to 18 months in 4 big rellevant áreas for the business (Operations in shop, Experence of the client, Marketing, Organization/Metric)

•

The study was carried out across an on-line questionnaire in December, 2015.

•

Participants have qualified to the retailers in this study of the following way, in

function to the financial results obtained in the last 3 available exercises:

–

Winners: Sales and Ebitda of the last 3 exercises have been positive

(TACC)

–

Average: Sales or Ebitda of the last 3 exercises have been positive

(4)

16% _14% 28% 18% 42% 42% 52% 57% Operaciones en

tienda Experiencia delcliente Marketing Organización

Impacto Muy Alto o Alto Omnichannel ACTUAL vs PREVISIÓN 18 MESES

ACTUAL PREVISIÓN 18 MESES

26 p.p. 28 p.p.

24 p.p. _{39 p.p.}

Impact Omnichannel – Greater impact in

the área of Organization

40 38 31 30 29 26 25 22 22 20 Organización comercial

Utilización de métricas/ratios específicos de… Contenidos de marketing (UGC)

Wifi gratis en las tiendas Utilización por parte de los empleados en… Consulta online/móvil de stock disponible Gestión del ciclo de vida del producto (PLM) Click and collect Comunicación en tienda Dinamismo en tienda de acciones…

OR G OR G MK T EXP O P S EXP O P S O P S MK T MK T

Diferencia entre Impacto Muy Alto y Alto PREVISIÓN 18 MESES vs ACTUAL

Impact Omnichannel – Most raised up to

(5)

Impact Omnichannel in Retail – Future

Impact Omnichannel in Retail – Winners

vs Laggards

5,7 5,0 6,4 6,8 5,1 3,8 5,7 5,9 Operaciones en Tienda

Experiencia del Cliente

Marketing

Organización

Valoraciones Impacto Omnichannel - PREVISION 18 MESES WINNERS vs LAGGARDS Winner Laggard 1,9 1,6 1,5 1,0 0,9 0,7 0,4 0,3

Utilización por parte de los empleados en tienda de soportes online/móvil cara al cliente Contenidos de marketing. Utilización de las

valoraciones, comentarios y visuales… Wifi gratis en las tiendas Utilización de métricas/ratios específicos de

omnichannel relevantes para el negocio Posibilidad de consulta online/móvil de stock

disponible (para un producto concreto en… Organización comercial. Funciones integradas

con el resto de actividades

Comunicación en tienda, información detallada de producto, segmentaciones y ayudas para la…

Dinamismo en tienda de acciones promocionales, pricing y eventos

O PS MK T E XP O R G E XP O R G MK T MK T

Diferencia de Valoración por Atributo - PREVISIÓN 18 MESES WINNERS vs LAGGARDS

(6)

• Great dispersión betweem the chains. Without homogeneity

• Gap “omnichannel” substantial VS other markets more digitized eg US

• Few chains offer visibility of the stock online real time. The client wants to

know if the product that wants is available

• The webs of the chains are optimized for the mobile experience (8 of every

10)

• Necessary to improve the comunication of the services Omnichannel in

shop. The client need to know: How, when and where it can buy

• Opportunity to offer free wifi in the shops, only avaliable in 2 of every 10

chains, tom improve the experience of the client and to obtain additional

sales

• Importance of the valuations and comments of the clients. Only 1 of every

10 retailers allows the search of products for valuations and 2 of every 10

to value and/or to do comments on the same ones

• To value a biggest implantation of sending and free returns of products:

experience vs margin

(7)

What is?

•

Detailed Benchmarking of more tan 140 chains in spain, both national and

international, all of them with activity Omnichannel including eCommerce. Realized during March, 2016

•

It copies the experience of the client along his itinerary of purchase across the

different channeles (online, mobile and physical shop).

•

Representation of different sectors of the retail (Clothing (Clothing, Footwear &

Accessories, Home goods, Food, Health & Beauty, Leisure Goods, Other)

Sources

• Observation in shop

• Visiting webs (desktop/mobil)

• National Retail Federation (NRF)

• Google Developers

• website.grader.com (Hubspot)

Omnichannel Retail Index – Methodology

What has been analyzed?

Technical aspects of the web page

Availability of stock

Experience multi-device/ platform

(inc. tienda)

Web and Mobile experience of the user

80 articles group in 8 blocks

Marketing Delivery

(8)

199

171

165 165

156

150

Leisure goods Clothing Home goods Health &

Beauty Food Other

MHE Omnichannel Retail Index for Sector

Media

Omnichannel Retail Index – Ranking for sector

Omnichannel Retail Index – Ranking for

sector and Block of activity

Fuente: MHE Omni Retail Index

Sector _performanceSite Availability of _stock multi-device/Experience platform

Web and Mobile experience of

the user

Marketing Delivery Return Attentionto the client Leisure goods 24% 5% 10% 22% 6% 7% 9% 15% Clothing 27% 3% 10% 19% 5% 8% 11% 17% H & B 24% 5% 11% 22% 4% 12% 6% 18% Home goods 26% 4% 10% 19% 5% 9% 9% 17% Food 29% 0% 10% 16% 4% 16% 10% 14% Other 28% 3% 9% 12% 6% 12% 11% 20% TOTAL 27% 3% 10% 19% 5% 9% 10% 17%

(9)

163

181

Nacional Internacional

MHE Omnichannel Retail Index for

Origin of the Chains

Media

Omnichannel Retail Index – Ranking for

Origin of the Chains

Omnichannel Retail Index – Breakdown

for Origin of the Chains

45 4 16 30 8 15 18 28 47 7 19 36 9 15 17 30

Desglose de MHE Omnichannel Retail Index por Origen de

las Cadenas

Nacional Internacional

(10)

280 ₂₇₁

256

236 234 ₂₃₁ ₂₃₀ ₂₂₆ ₂₂₅

224

TOP 10 MHE Omnichannel Retail

Omnichannel Retail Index – TOP 10

Omnichannel Retail Index – Breakdown

for Origin of the Chains

Cadena MHE Retail Omnichannel _Index

Kiabi 280 Decathlon 271 Media Markt 256 Fnac 236 Desigual 234 El Corte Inglés 231 Norauto 230 Imaginarium 226 Massimo Dutti 225 Pull & Bear 224

Oysho 224 Adolfo Domínguez 224 Punto Roma 222 Druni 222 Carrefour 221 Boboli 221 Sprinter 220 Douglas 220 Nike 216 Stradivarius 216 Adidas 215 Foot Locker 214 The Phone House 212 Women'Secret 210 Casa del Libro 210

Salsa 209 Apple 207 Bershka 206 Mayoral 206 Swarovsky 202 SportZone 201 Kiwoko 201 Maison du Monde 198 Cortefiel 198 Ulanka 198 Decimas 198 Yves Rocher 196 Zara 193 Alcampo 193 Springfield 192 HOSS 190 Toys r Us 189 Mango 188 Movistar 188

Kiko 188 Textura 187 Worten 187 Maje 187 Casaviva 186 Levi's 186 Merkal 186 TOUS 186 Benetton 186 Zippy 185 Burberry 184 Disney Store 184 C&A 183 Parfois 182 Trucco 182 Fosco 182 Lanidor 181 Etam 180 Purificación García 179 Comptoir de cottoniers 178 Games Workshop 178 HUGO BOSS 178 Leroy Merlin 178 Orchestra 178 MaryPaz 178 Roselin 177 Lacoste 177 Roberto Verino 176 Festa 176 Paco Martínez 176 El Ganso 176 ScalperS 175

Neck & Neck 175

Tuc Tuc 173 Real Madrid 171 Aristocrazy 171 Jose Luis 170 Conforama 168 Claires 166 Sandro 166 Dia 165 Sfera 164

Jack & Jones 164

Hackett 164 Camino a Casa 163 Greenwich 163 Canada House 163 Eroski 160 Blanco 158 Inside 158 MAX MARA 157

Bimba & Lola 153

H&M 153 Oro Vivo 153 Shana 152 Lola Rey 152 Okaidi 152 Camper 151 Pepe Jeans 150 A loja do Gato Preto 149 Vision Lab 149 Bodybell 149 Gocco 145 Forum 140 Amichi 137 Tino González 136 Mit Mat Mamá 135

Natura 132 Muebles Rey 127 Boston 124 Charanga 124 Hipercor 124 Noctalia 119 Punto Blanco 118 Hakei 118 Pablosky 117 Sephora 117 Orange 114 Prenatal 112 Lladro 111 La Oca 109 Carlin 105 Hobby Zoo 104 Calzedonia 97 Merkamueble 96 Pronovias 88 Mercadona 84 18TH OCTOBER 78 Alain Afflelou Óptico 78

The Mint 77

Vips 76

Chicco 74

(11)

50 100 150 200 250 300 Ki ab i D eca th lo n D esi g u al E l C ort e In g lés M ass im o D u tt i A do lf o D om ín g u ez Pu ll & B ea r Oy sh o Pu n to R o m a B ob ol i S pri n ter S tra d iv ari u s A di d as W o m en 'S ecr et S al sa B ers h ka M ay ora l S po rt Z on e C ort ef ie l D eci m as Z ar a S pri n g fi el d H OS S M an g o M aj e Levi 's B en et to n Z ip p y B u rbe rry _C&A T ru cc o La n id or E ta m Pu ri fi cac ió n G arc ía C om p to ir d e co tt on ier s H U G O B OS S Orc h es tr a La co st e R ob ert o V er in o Fest a E l G an so S ca lp erS N eck & N eck T u c T u c S an d ro S fera H ack et t Ja ck & Jo n es C an ad a H ou se B la n co In si d e M A X M A R A B im b a & L o la H & M S h an a Ok a id i Pep e Je an s G o cco Fo ru m A m ich i M it M at M am á N at u ra B ost on C h a ra n g a Pu n to B la n co Pren at al Pro n ov ia s 1 8 T H O C TOB E R T h e M in t C h icc o

MHE Omnichannel Retail Index - Clothing

Media

Omnichannel Retail Index – Ranking for

Sector – Clothing

Omnichannel Retail Index – Ranking for

Sector – Footwear & Accessories

0 50 100 150 200 250

MHE Omnichannel Retail Index - Footwear & Accessories

(12)

0 50 100 150 200 250 300

MHE Omnichannel Retail Index - Home

Media

Omnichannel Retail Index – Ranking for

Sector – Home

Omnichannel Retail Index – Ranking for

Sector – Health & Beauty

0 50 100 150 200 250

MHE Omnichannel Retail Index - Health and Beauty

(13)

0 50 100 150 200 250

MHE Omnichannel Retail Index - Food

Media

Omnichannel Retail Index – Ranking for

Sector – Food

Omnichannel Retail Index – Ranking for

Sector – Other

0 50 100 150 200 250

MHE Omnichannel Retail Index - Other

(14)

46%

11%

0%

Visibilidad de stock online en tiempo real

Disponibilidad de stock por geo-localización Búsqueda de productos en función de la disponibilidad de stock

Disponibilidad de stock

TOP 5 Disponibilidad de Stock:

p Nike

p Decathlon

p Media Markt

p Worten

p The Phone House

Experience of the client– Availability of

stock

Fuente: MHE Omni Retail Index y National Retail Federation 2015 (NRF)

Omnichannel Retail Index – Oportunity

15%

0%

USA España

Busqueda de productos por su

disponibilidad de stock

(15)

56% 49% 11% 7% Sort faceted navigation Autocompletar la búsqueda Búsqueda por valoraciones de clientes Comparador

Experiencia web: búsqueda

y selección

54% 47% 36% 20% 18% Compartir/Recomen dar un producto Wish list Indicadores de "Exclusivo", "Bestseller", "Solo… Valoraciones/Rating s de clientes Threshold messaging

Experiencia web:

información de producto

p Kiabi p Decathlon

p Adidas p Disney Store

p Nike

TOP 5 experiencia Web-Móvil:

Experience of the client – Web and Mobile

experience of the user

Omnichannel Retail Index – Oportunity

59%

11%

USA España

Búsqueda por valoraciones

de clientes

51% 20% USA España

Valoraciones/Ratings de

clientes

(16)

47%

38%

18%

5%

Click & Collect (BOPIS) Opción de múltiples direcciones de envio

Envio gratuito Opción de elección franja horaria para la

entrega Servicio de entrega en el mismo día

Entregas - Especificaciones

50% 33% 12% 5% Compra en tienda y envio a casa Espacio físico/Comunicación específica en… Entrega en las instalaciones de un 3º Plazas de parking específicas dedicadas para…

Entregas - Ejecución

p Alcampo p El Corte Inglés

p Fnac p Kiabi

p Eroski

TOP 5 Entregas:

Operaciones – Delivery

Omnichannel Retail Index – Oportunity

50%

77%

España USA

Compra en tienda y envio a

casa

18%

58%

España USA

Envio gratuito

(17)

83% 57% 41% 33% 22% 19%

Página web optimizada Mantener cesta de la compra en diferentes… Uso de tarjeta regalo en

diferentes canales Comunicacón en tienda

sobre servicios… Posibilidad de recibir el

ticket de caja por mail Wi-fi gratis en tienda

Experiencia de compra

multi-dispositivo/plataforma

p Apple

p Casa del Libro

p Carrefour

p Kiabi

p Decathlon

TOP 5 Experiencia multi-dispositivo:

Experience of the client – Experience

multi-device/platform (inc. Shop)

81%

70%

46%

Instrucciones

detalladas sobre las

condiciones de las…

Vendedores conocen

la operativa de

devolución

Compra online y

devolución en tienda

(BORIS)

Devoluciones gratuitas

Devoluciones

p Decathlon p Media Markt p Norauto p Massimo Dutti

p Pull & Bear

TOP 5 Devoluciones:

(18)

64% 43% 16% 7% 1% FAQ´s App propia Chat en directo Servicio "te llamamos" FAQs reales de los

usuarios

Atención al cliente

-Operaciones

p Pull & Bear

p Swarovsky

p Lacoste

p Benetton

p Decathlon

TOP 5 Atención al cliente:

88% 88% 73% 64% 41% 25% 20% Personal de tienda se ofrece para… Formulario de atención al cliente Guía detallada de compra online Localizador de tiendas en la… Link a atención al cliente en la… Número de atención al cliente gratuito… Posibilidad de personalizar…

Atención al cliente

-Especificaciones

Omnichannel Retail Index – Attention to

the client

Omnichannel Retail Index – Opportunity

25%

98%

España USA

Número de atención al

cliente gratuito (900-)

(19)

p Cortefiel p Springfield

p Pepe Jeans p Decathlon

p The Phone House

TOP 5 Marketing: 67% 58% 43% 36% 17% Venta cruzada .... "otros clientes también compraron" Petición del email en

tienda Compatibilidad del programa de fidelización… Alta en programas de fidelización en tienda Incentivo por porporcionar email (online)

Marketing - Operaciones

18% 3% 3% 1% UGC - Valoraciones y comentarios UGC - Imágenes

UGC - Uso en tienda

Personalización -Realidad Aumentada