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Jaume BetrianCo-founder & Executive Director
Follow me: @jaumebetrian
Traditional retailer’s digital
crusade
We live in the internet
Source: Google Consumer Barometer - The Connected Consumer Survey 2014 / 2015Base: Total online and offline population - SPAIN
We live in the internet
Source: Google Consumer Barometer - The Connected Consumer Survey 2014 / 2015Base: Total online and offline population - SPAIN
Traditional retail is dead!
US retail ecommerce sales 2014 to 2016
$304bn $347bn $392bn
2014 2015 2016
+14% +13%
New retail’s main goal: seize the ecommerce opportunity
E-commerce/Digital TeamTraditional Marketing Team
VS.
US retail ecommerce sales 2014 to 2016
$304bn $347bn $392bn
2014 2015 2016
+14% +13%
US retail sales offline and online 2014 to 2016
$4.588bn
2015
$347
+14%
$304
2014
$4.428bn
2016
$4.740bn
$392
+13%
+3,6% +3,3%
Traditional retail is dead!
While foot traffic in store is declining…
…sales in the traditional retail are slightly growing
The new shoppers are “more committed shoppers”
- They pushed Average Transaction Values up .8 percent
- Sales per Shopper up 2.3 percent and
- Conversions up .5 percent, year over year for Q1 2015
What is happening with digital
The digital influence factor
Source: estudio Deloitte Nov’14 – Jan ’15 (n = 3.016)
Ventas en tienda física
+$4T
93,5%
Ventas e-commerce
$0,30T
6,5%
49%
Ventas en tienda física
influenciadas por medios digitales
en 2014
There is no online or offline consumers they are all online
E-commerce/Digital TeamTraditional Marketing Team
VS.+
Consumer First team
Synchorny
Because the new purchase journey includes both
Because that’s the only way to be relevant
Because pure players have already realized of the power of the store
197 Stores 25 Stores
1st Stores
2-3 StoresPlans for 300+
+
Traditional retail is not dead… it has just changed forever
Use your assets, but rationalize
Offer a seamless experience on and offline
Reduce the hurdles
Invest in logistics
Embrace a new marketing mix
Invest in Business Intelligence using the Big Data
Invest in digital transformation – new KPIs, new team members, new Roles, new P&L structures…
Look at the market with a single mind that merges both on and off
Look at this whole change as an opportunity not as a threat
Thank you!
Contact: jaume.betrian@ofertia.com
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