Multichannel Commerce bei La Redoute

Etienne Bourdon

La Redoute, based in Montreux, is in Switzerland since 15 years and became quickly the #1 online fashion brand. In the last couple of years, we

observed several key changes in women multi-channel shopping in Switzerland. Similarities are developping fast with the rest of Europe,...

but still with local specificities. 

Started from catalogues in France, now in 31countries with over 70% of orders through Internet

#1 in France

(e-commerce site for Apparel & Home Decoration)

French Fashion distributed by RedcatsTransalps and in Switzerland since 15 years

Montreux

Redcats Transalps Fashion & Deco

Kids Apparel & Deco

Switzerland Italy Germany/Austria

Switzerland

Fashion large sizesSwitzerland

Switzerland

Fashion from Sweden

French Fashion available in Switzerland since15 years

#1 online fashion brand in Switzerland

Over 50% of activity in German Switzerland

Mainly communicating with catalogues and online media

Over 70% of activity online.

What changed in the last years in multi-channel distance

shopping ?

What changed recently in Swiss distance shopping ?

CHF/Euro "parity" : PUSH customers toward Euro prices in cross border shopping

• €/CHF price comparison

• Regional cross border shopping in retail

• Online shopping abroad in Europe and more

= mainly since August 2011 with a progressive develop-pment

Retail

Online

What changed recently in Swiss distance shopping ?

New "Deal based" Competition : New online players cloned from European successes (Ventes-privées, ...) pushing customers toward

everyday time limited strong deals

• Private Sales : eboutic, FashionFriends, ...

• Deal of the day : Dein Deal, Groupon

• Product of the day : Qoqa

= becoming mainstream since 2011 with e-retailer now having their own product of the day, private sales,...

Flash Sales

Flash Sales

Flash Sales

All Shoes

All products

Product of the day

Product of the day All products

Product of the day Private

sales

Private sales

NEW

NEW

NEW

What changed recently in Swiss distance shopping ?

• Push for foreign shopping online with wider offer and lower prices

• Increase cost of local advertizing (SEM, retargeting, display,...)

• Increase expectations with more competitive services (price/quality)

= Deeply changing customer behaviors

New Advertizing Competition : The boom of foreigners advertizing in Switzerland media

webPress

TV

What changed recently in Swiss distance shopping ?

New Advertizing Competition : Zalando exemple in Switzerland....

What changed recently in Swiss distance shopping ?

Social Media : the boom of Facebook in Switzerland do not translate into a boom of interactivity with brands such as in other countries

• Similar Facebook Penetration : about 50% of online population

• Lower proportion of brand Fans on top "social brands"

• Low interactions at least with La Redoute in CH vs. France (1Ms La Redoute.fr Fans)

source : socialbakers.com

12%9%8%8%6%6%6%

6%6%5%5%4%4%3%

What changed recently in Swiss distance shopping ?

Mobile : The boom of iPhones in Switzerland and then iPad had a big impact on our sales

• 2,9Ms or 48% of Swiss equipped w/ smartphone in early 2012 vs. 3% in 2007

• 53% of men, 42% of women...

• with a boost since the arrival of iPhones mid 2008

* source : Comparis

1/3 iPhone

2/3 iPad

2 %2 %

16 %

10 %

10 %60 %

ipadiphonesite mobileiphone appandroid appipad app

Androidm-Commerce split per

mobile OS (june 2012)

in 2013, over 12% of online transactions are done on iPad

What changed recently in Swiss distance shopping ?

Mobile : new shopping behavior in terms of timing and of usage (email, push notifications, SMS)

• 40% of emails opened on mobile devices (incl. 3/4 on iPhone)

• 45% of email opened on mobile are deleted immediately

* mobile including iPad

Split per hour of laredoute.ch traffic

traffic via mobile device

Mobile activity (traffic and purchases) is mainly an Evening usage

What is next ?

Traffic management : to reach better Cost Per Order and volumes of orders

Mobile adaptations : email, services, specific communications

Services and commercial animations : to keep on tracking and adapt our services and offers to our customer new behaviors

Multi-channel commerce (e-commerce, m-commerce, mail order) has become simple commerce

Thank You