e-retail deloitte - ecommerce study
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European eCommerce assessment
R. van de Hoef
Bussum, 8 maart 2012
Maturity of top 200 European e-retailers
© 2012 Deloitte The Netherlands 1
Strategy Operations Assurance
Raoul van de Hoef
Deloitte Consulting
www.onlineinnovation.nl
www.werkenbijdeloitte.nl
© 2012 Deloitte The Netherlands
Agenda
2
What about
Mobile?
Who leads the
European
landscape?
Are clicks outperforming
(online) bricks?
What are top
performers
in each sector?
State of Dutch
e-Retail?
© 2012 Deloitte The Netherlands
Our benchmark includes top 200 online retailers from 8 European countries
3
© 2012 Deloitte The Netherlands
Webshops in 8 sectors were assessed on 17 dimensions and 140 criteria
4
Personalisation &
recommendations
Multi-channel Rich content
Mobile commerce
Social media
integration Globalisation
Extended capabilities
Storefront
Fulfilment
User
experience
Product
search Catalog
User
management
Shopping
cart
Shipping &
fulfilment
Shipping
details
Manage
orders Place orders
Customer
service Payments
Who leads the European landscape?
© 2012 Deloitte The Netherlands
Storefront Fulfilment Extended
Southern Europe is strongest on most capabilities, closing in on the US
6
Product search Order & Fulfilment Social + + +
DE IT NL ES SE TR UK FR
© 2012 Deloitte The Netherlands
Examples from the leading countries
7
Bimeks (TR) – What’s up Box
Istanbulism (TR) - On-site track & trace Alternate (DE) - Search & Recommendations
What are top performers in each sector?
© 2012 Deloitte The Netherlands
Fashion: Italy is (co)leading on 3 of the 6 extended features
9
Recommendations
Globalization
Rich Content
Multi-Channel Support
Social Networking
Mobile Commerce
DE
IT
NL
SE
ES
TR
UK
FR
US Index
+
-
-
© 2012 Deloitte The Netherlands
Best practices in Fashion
10
ASOS (UK) – Order from magazine El Corte Inglés (SP) – Virtual model
Nelly.com (SE) - Shop celebrity outfits
© 2012 Deloitte The Netherlands
Consumer electronics: Netherlands is leading in multi-channel support
11
Recommendations
Globalization
Rich Content
Multi-Channel Support
Social Networking
Mobile Commerce
DE
IT
NL
SE
ES
TR
UK
FR
US Index
+
© 2012 Deloitte The Netherlands
Best practices in Consumer electronics
12
MyCom – Availability in store(NL) Price Minister (FR) - Up-sell from shopping cart
Internity (SP) – Interactive bundling
© 2012 Deloitte The Netherlands
General merchandise: UK is strongest on extended features
13
Recommendations
Globalization
Rich Content
Multi-ChannelSupport
Social Networking
Mobile Commerce
DE
IT
NL
SE
ES
TR
UK
FR
US Index
-
-
-
© 2012 Deloitte The Netherlands
Best practices in General merchandise
14
Debenhams (UK) – Mobile commerce Tesco (UK) – Rich content & Offers
Are clicks outperforming (online) bricks?
© 2012 Deloitte The Netherlands
Pure players versus Traditional retailers
16
Country Pure play %
in top 25
TR 58%
NL 52%
UK 33%
FR 33%
DE 31%
IT 25%
SE 21%
ES 13%
Pure play more advanced
• Catalog & product search
• Payments
• Recommendations
• Social
• Mobile
Traditional retail (online) leading
• Catalog & product search
• Extended features
• Social (DE)
• Mobile (FR)
• Recommendations (UK)
What about Mobile?
© 2012 Deloitte The Netherlands
Mobile commerce is most mature in UK and France
18
Leve
l o
f m
obile
ma
turity
NL SE DE SP IT FR UK TR
Mobile site/app
Share with friends
Mobile store navigation
Mobile barcode scanning
General merchandise and Fashion have the most advanced adoption
Consumer electronics falls behind in mobile capabilities
© 2012 Deloitte The Netherlands
Top performers in mobile per sector
19
Consumer electronics Fashion General Merchandise
FNAC
France
Topshop
UK
Debenhams
UK
Siba
Sweden
Zara
Spain
Tesco
UK
Mediaworld
Italy
H&M
NL
Argos
UK
Mobile site/
app Mobile barcode
scanning Mobile store
navigation
Share with
friends
© 2012 Deloitte The Netherlands
Buy or check stock Social sharing Barcode scanning
Mobile best practice
20
Browse catalog View products Remember your size Topshop (UK)
State of Dutch e-retail
© 2012 Deloitte The Netherlands
Netherlands – Current state versus European average
Multi-channel
(reserve online, pick up, ship to,
return items to stores
Product search
(keyword and feature search)
Recommendations
Customer service
+ -
Payment options
Social networking
Mobile commerce
Product search & Catalog
Order tracking & shipping
Rich content (virtual models)
Recommendations
Multi-channel
+ -
Product search & Catalog
(detailed product content
often with promotions)
Order tracking
Rich content
Mobile commerce
+ -
22
© 2012 Deloitte The Netherlands
What to expect – US and UK trends arriving in Europe
23
Content as asset
to drive experience
Digital in-store touchpoints
Data analytics
to target customers
Internationalisation
Multi-
channel
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© 2012 Deloitte The Netherlands
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© 2012 Deloitte The Netherlands
Appendix: Benchmark model overview
25
User
experience
Product
search Catalog
User
management
Shopping
cart
Shipping &
fulfilment
Shipping
details
Manage
orders Place orders
Customer
service
Multi-channel Globalisation Recommen-
dations Rich content
Social
networking
Storefront
Fulfilment
Extended features
Payments
Mobile
commerce
Site performance,
security & privacy,
accessibility
Browse, sorting &
filtering, feature
search
Catalog views,
product content,
comparison
Login, user
profile, loyalty
program
Product availability,
backorders,
wishlist
Delivery
appointments,
returns
Shipping options,
shipping date,
tax calculation
Order tracking,
order history
Order summary,
express checkout,
gift services
Call center, FAQ,
co-browsing, chat
Reserve online,
pick up in store,
return to store
Localized content,
multi currency,
regional sizes
Targeted
recommendations,
cross/up-sell
Image search,
virtual models,
store blogs
Sharethis,
Facebook, Twitter,
user community
Payment types,
billing options,
coupons
Mobile app, store
navigation,
barcode scanning