fashion omnichannel: il digital ridefinisce la relazione del cliente del lusso con il brand
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Fashion OmniChannel:
il Digital ridefinisce la relazione
del cliente del lusso con il brand
May 2016
Speech Objectives
The Digital has reinvented the way
Customers experience and buy fashion: the
greater range
of online channels is transforming the
fashion shopping journey.So, while it is undeniable that the luxury
goods sector is doing very well, it would be
a mistake
to underestimate the opportunities afforded
by digital: the relationship between online
and offline should be considered symbiotic,
as the presence of an online landscape is
proven to contribute to the growth of offline
retail sales.
The Digital role in Fashion & Luxury markets
must be reshaped. Especially luxury brands
need to be connected more tightly with
customers to create the best customer
experience ever with a consistent brand
ceremony personalized for each unique
customer across all the channels
Copyright © 2016 Accenture All rights reserved. 2
Coco Chanel
Fashion Is…
Fashion is not something that exists
in dresses only. Fashion is in the sky, in
the street, fashion has to do with ideas,
the way we live, what is happening (…)
Fashion changes, but style endures.
“
”Copyright © 2016 Accenture All rights reserved. 3
Sources: Google and Ipsos; Euromonitor International; Forbes; Econsultancy;
4
Customers Emerging Trends And Behavior...
Copyright © 2016 Accenture All rights reserved.
+16% on mobile
purchase of fashion
products compared to
other retailers
Luxury shoppers own
on average 3.1 connected
devices and
78% of them do online research before
buying
78% 5%
-1% Luxury spending
in China, Chinese
Middle-class consumer
segment will double by
2017
+200%
+7.8% of conversions
generated by
personalized content
+7.8%+16%
…And The Reactions Of The Luxury Companies
Copyright © 2016 Accenture All rights reserved. 5
Sources: WGSN Forcasting and Analysis, WBR, The Global Marketing Alliance; ContactLab
63% of luxury
companies are
investing to integrate
store and mobile
63%
Digital Influence on
Total Sales Volume
rising to 50% by 2020
50%
57% of senior
executives from luxury
brands reveal a
significant increase in
sales as result of
investment in digital
capabilities
57%
+87% of investment
planned for mobile
channel
+87%
6
How Digital Changes The Communication Strategy
Copyright © 2016 Accenture All rights reserved.
Traditional Communication Digital
Communication
Magazine, TV advertising,
Outbound Call DEM, Push notifications
SEO/ SEM, Affiliate program,
Re.marketing, Blogs
Source: Accenture Analysis
Level Of Personalization
Customer Journey
Boutique
Shop window
Advertising Events
High
Low
PurchaseAttract Engage Experience
eCommerce
How Digital Changes The Communication Strategy
Traditional Communication
Digital Communication
Personalization at Scale
Social Influence, dedicated
minisites, targeted campaigns
Source: Accenture AnalysisCopyright © 2016 Accenture All rights reserved. 7
Boutique
Empower the Digitalization process through
Digital PR, Digital magazine, Smart TV
Omnichannel accessible
process, Live Chat and
Clienteling
High
Low
PurchaseAttract Engage Experience
Level Of Personalization
Customer Journey
eCommerce
How Is The Fashion Embracing
Tech Innovation?
From Brick To Click:
Valuable brand
ceremony and
exclusive in-store
experience
Exaltation of
products’ elegance
and quality inside
boutique
Copyright © 2016 Accenture All rights reserved. 8
How Is The Fashion Embracing
Tech Innovation?
Valuable brand
ceremony and
exclusive in-store
experience
Exaltation of products’
elegance and quality
inside boutique
Insourcing the Digital
channel to enable a strong
customers know-how basis
and a targeted profiling
Seamless experience
across channels: pure
eCom platform is no
more enough
From Brick To Click:
Copyright © 2016 Accenture All rights reserved. 9
Customer Journey Is Constantly Evolving
The Traditional Customer Journey
Customer Journey
How Digital Is Affecting Customer Journey
Attract Engage Experience Purchase
Consumers can gather information
about the brand much easier than
ever before.
Copyright © 2016 Accenture All rights reserved. 10
Customer Journey Is Constantly Evolving
Digital is becoming crucial to send relevant and personalized messages to customers
How Digital Is Affecting Customer Journey
Attract Engage Experience Purchase
Consumers can gather information
about the brand much easier than
ever before.
The sales assistant is able to provide
a superior customer experience,
according to customer’s preferences.
Customer Journey
Copyright © 2016 Accenture All rights reserved. 11
Customer Journey Is Constantly Evolving
Digital is assuming a strategic role to empower the role of the sales associate with omnichannel
capabilities
How Digital Is Affecting Customer Journey
Attract Engage Experience Purchase Advocacy
Consumers can gather information
about the brand much easier than
ever before.
The sales assistant is able to provide
a superior customer experience,
according to customer’s preferences.
The whole experience evolves,
providing digital touchpoints along the
journey between costumers and brands.
Customer Journey
Copyright © 2016 Accenture All rights reserved. 12
Strategic Pillars And Tactical Approach
Strategic Pillars Recommended Approaches
Custo
mer
Inte
ractions
Busin
ess
Ma
nagem
ent
Experience Driven Customer Centricity Mobile First
Omnichannel Business@Scale Merchandise
Copyright © 2016 Accenture All rights reserved. 13
Strategic Pillars And Tactical Approach
Strategic Pillars Recommended Approaches
Custo
mer
Inte
ractions
Busin
ess
Ma
nagem
ent
Experience Driven Customer Centricity Mobile First
Omnichannel Business@Scale Merchandise
• Interact with Marketplaces
• Integrate Wholesalers
• Support all the OTO
business models
• Fully responsive
• Mobile funnel optimization
• Mobile-designed content
and campaign
• Personalizaton and
personification
• CRM Integration
• Escellence campaing
execution
• The Brand communication
will drive the experience
• Integrate eCommerce and
Customer Experience
• Global catalogue visibility
• Multi-Coutnry /
Multilanguage
• Multi-warehouse
assorment
• Omnichannel Visual
merchandising
• Integrate digital signage
• Integrate product story-
telling
Copyright © 2016 Accenture All rights reserved. 14
The Winning
Internationalization Strategy
Case 1
Apparel Luxury
Fast
Fashion
Retailer
Positioning
Commerce Driven Experience Driven
Fast
Fashion
Retailer
Experience Driven
Marginal Strategic
Fast
Fashion
Retailer
Role Of Digital
Become the First Online
Fashion Retailer in 2020
+70% in transactions thanks to easy management of
Multi- country, Multi- brand, Multi-language, Multi-currency
Fully exploit their online potential with
a global reach including China and
Russia
The Real Customer-
Centric Strategy
Case 2
Apparel Luxury
Luxury
CG&P
Positioning
Content/ Communication Ecommerce
Luxury
CG&P
Experience Driven
Marginal Strategic
Luxury
CG&P
Role Of Digital
Leverage on a Customer Centric Approach
through the next level clienteling strategy.
Ensure a Consistent Ceremony in boutique,
point of sales and eCommerce channel
(both mobile & web)Reconsider the whole company
processes to guarantee the best
Omni-channel and customer centric
experienceSupport and reinforce the Brand
Positioning providing the most
relevant and personalized content to
the customer, to balance between
value creation and value capture
Retake The Control Of
The Digital To Become
Omnichannel
Case 3
Apparel Luxury
High-end
Fashion
brand
Positioning
Commerce Driven Experience Driven
High-end
Fashion
brand
Experience Driven
Traditional Strategic
High-end
Fashion
brand
Role Of Digital
Outstanding experience
consistency of in-store services
and eCommerce
The strategic role of digital take the brand to re-
internalize the online channel to speed up the time-
to-market
Stress of the “Experience Driven”, matching
marketing campaigns’ and emotional aspects to
product galleries
The Consisntent Brand
Ceremony For Each
Client In Each Boutique
Case 4
Apparel Luxury
Luxury
Group
Positioning
Standard Relation Clienteling
Luxury
Group
Clienteling
Traditional Strategic
Luxury
Group
Role Of Digital
Each Brand of the Group have
its own specificity and client
relation strategy
The Clienteling approach link the
excellent in-Boutique execution with
the core CRM Strategy of the Brand
The Sales Associates is supported
during al the in-Boutique shopping
experience with a Mobile APP
designed for B2B
Thank You
Federico Gasparotto
Managing Director and
eCommerce Strategy Lead
federico.gasparotto@accenture.com
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