omnichannel retail. · the áreas of marketing and managment ... desglose de mhe omnichannel retail...
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Omnichannel Retail.
Perception and Reality
Madrid 7 de Abril 2016 www.mheconsumer.com
• 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
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
– Laggards: Sales and Ebitda of the last 3 exercises have been negative
16%14%
28%
18%
42% 42%
52%57%
Operaciones entienda
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
MKT
EXP
OPS
EXP
OPS
OPS
MKT
MKT
Diferencia entre Impacto Muy Alto y Alto
PREVISIÓN 18 MESES vs ACTUAL
Impact Omnichannel – Most raised up to level of mangement/organizational
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
MESESWINNERS 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
OPS
MKT
EXP
ORG
EXP
ORG
MKT
MKT
Diferencia de Valoración por Atributo - PREVISIÓN 18 MESES
WINNERS vs LAGGARDS
• 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
Conclusions Omnichannel Retail Index
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
MarketingDelivery
Returns Attention to the client
199
171165 165
156150
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 forsector and Block of activity
Fuente: MHE Omni Retail Index
SectorSite
performanceAvailability of
stock
Experiencemulti-device/
platform
Web and Mobile
experience of the user
Marketing Delivery ReturnAttention
to theclient
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%
163
181
Nacional Internacional
MHE Omnichannel Retail Index for Origin of the Chains
Media
Omnichannel Retail Index – Ranking forOrigin of the Chains
Omnichannel Retail Index – Breakdownfor Origin of the Chains
45
4
16
30
8
1518
28
47
7
19
36
9
1517
30
Desglose de MHE Omnichannel Retail Index por Origen de las Cadenas
Nacional Internacional
Fuente: MHE Omni Retail Index
280271
256
236 234 231 230 226 225 224
TOP 10 MHE Omnichannel Retail
Omnichannel Retail Index – TOP 10
Omnichannel Retail Index – Breakdownfor Origin of the Chains
Fuente: MHE Omni Retail Index
CadenaMHE 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
CadenaMHE Retail Omnichannel Index
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
CadenaMHE Retail Omnichannel Index
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
Accessorize 71
50
100
150
200
250
300
Kia
bi
Decath
lon
Desig
ual
El C
ort
e I
nglé
s
Massim
o D
utt
i
Adolfo D
om
ínguez
Pull &
Bear
Oysho
Punto
Rom
a
Boboli
Spri
nte
r
Str
adiv
arius
Adid
as
Wom
en'S
ecre
t
Sals
a
Bers
hka
Mayora
l
Sport
Zone
Cort
efiel
Decim
as
Zara
Spri
ngfield
HO
SS
Mango
Maje
Levi's
Benett
on
Zip
py
Burb
err
y
C&
A
Tru
cco
Lanid
or
Eta
m
Purificació
n G
arc
ía
Com
pto
ir d
e c
ott
onie
rs
HU
GO
BO
SS
Orc
hestr
a
Lacoste
Robert
o V
erino
Festa
El G
anso
Scalp
erS
Neck &
Neck
Tuc T
uc
Sandro
Sfe
ra
Hackett
Jack &
Jones
Canada H
ouse
Bla
nco
Insid
e
MAX M
ARA
Bim
ba &
Lola
H&
M
Shana
Okaid
i
Pepe J
eans
Gocco
Foru
m
Am
ichi
Mit M
at
Mam
á
Natu
ra
Bosto
n
Chara
nga
Punto
Bla
nco
Pre
nata
l
Pro
novia
s
18TH
OC
TO
BER
The M
int
Chic
co
MHE Omnichannel Retail Index - Clothing
Media
Omnichannel Retail Index – Ranking for Sector – Clothing
Fuente: MHE Omni Retail Index
Omnichannel Retail Index – Ranking for Sector – Footwear & Accessories
0
50
100
150
200
250
MHE Omnichannel Retail Index - Footwear & Accessories
Media
0
50
100
150
200
250
300
MHE Omnichannel Retail Index - Home
Media
Omnichannel Retail Index – Ranking for Sector – Home
Fuente: MHE Omni Retail Index
Omnichannel Retail Index – Ranking for Sector – Health & Beauty
0
50
100
150
200
250
MHE Omnichannel Retail Index - Health and Beauty
Media
0
50
100
150
200
250
MHE Omnichannel Retail Index - Food
Media
Omnichannel Retail Index – Ranking for Sector – Food
Fuente: MHE Omni Retail Index
Omnichannel Retail Index – Ranking for Sector – Other
0
50
100
150
200
250
MHE Omnichannel Retail Index - Other
Media
46%
11%
0%
Visibilidad de stockonline en tiempo real
Disponibilidad de stockpor geo-localización
Búsqueda de productosen 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%
USAEspaña
Busqueda de productos por su disponibilidad de stock
56%
49%
11%
7%
Sort facetednavigation
Autocompletar labúsqueda
Búsqueda porvaloraciones de
clientes
Comparador
Experiencia web: búsqueda y selección
54%
47%
36%
20%
18%
Compartir/Recomendar un producto
Wish list
Indicadores de"Exclusivo",
"Bestseller", "Solo…
Valoraciones/Ratings de clientes
Thresholdmessaging
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
Fuente: MHE Omni Retail Index y National Retail Federation 2015 (NRF)
Omnichannel Retail Index – Oportunity
59%
11%
USAEspaña
Búsqueda por valoraciones de clientes
51%
20%
USAEspaña
Valoraciones/Ratings de clientes
47%
38%
18%
5%
5%
Click & Collect(BOPIS)
Opción de múltiplesdirecciones de envio
Envio gratuito
Opción de elecciónfranja horaria para la
entrega
Servicio de entrega enel mismo día
Entregas - Especificaciones
50%
33%
12%
5%
Compra en tienda yenvio a casa
Espaciofísico/Comunicación
específica en…
Entrega en lasinstalaciones de un
3º
Plazas de parkingespecíficas
dedicadas para…
Entregas - Ejecución
p Alcampo p El Corte Inglés
p Fnac p Kiabi
p Eroski
TOP 5 Entregas:
Fuente: MHE Omni Retail Index
Operaciones – Delivery
Omnichannel Retail Index – Oportunity
50%
77%
España USA
Compra en tienda y envio a casa
18%
58%
España USA
Envio gratuito
Fuente: MHE Omni Retail Index y National Retail Federation 2015 (NRF)
83%
57%
41%
33%
22%
19%
Página web optimizada
Mantener cesta de lacompra en diferentes…
Uso de tarjeta regalo endiferentes canales
Comunicacón en tiendasobre servicios…
Posibilidad de recibir elticket 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 – Experiencemulti-device/platform (inc. Shop)
Fuente: MHE Omni Retail Index
81%
70%
46%
46%
Instruccionesdetalladas sobre las
condiciones de las…
Vendedores conocen
la operativa dedevolución
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:
Operations – Returns
64%
43%
16%
7%
1%
FAQ´s
App propia
Chat en directo
Servicio "tellamamos"
FAQs reales de losusuarios
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 tiendase ofrece para…
Formulario deatención al cliente
Guía detallada decompra online
Localizador detiendas en la…
Link a atención alcliente en la…
Número de atenciónal cliente gratuito…
Posibilidad depersonalizar…
Atención al cliente -Especificaciones
Omnichannel Retail Index – Attention to the client
Omnichannel Retail Index – Opportunity
Fuente: MHE Omni Retail Index y National Retail Federation 2015 (NRF)
25%
98%
España USA
Número de atención al cliente gratuito (900-)
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 entienda
Compatibilidad delprograma defidelización…
Alta en programas defidelización en tienda
Incentivo porporporcionar email
(online)
Marketing - Operaciones
18%
3%
3%
1%
UGC - Valoraciones ycomentarios
UGC - Imágenes
UGC - Uso en tienda
Personalización -Realidad Aumentada
Marketing - Contenido
Fuente: MHE Omni Retail Index
Omnichannel Retail Index – Marketing
For more information to contact:
MHE ConsumerPaseo Castellana 141. Planta 828046 MadridTel: +34 91 734 27 82
www.mheconsumer.com