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E-commerce & fashion
How to reconcile geeks and fashionistas?
Jérémy Viault
Head of Product Marketing
Sparkow
Who is Sparkow?
Open
Innovatio
n
Roadmap
SaaS
software
provider
Born in France’s cradle of retail and distance selling
An expert team in both retail and web
A strong connection with customers, through consultants
in each of your projects
Backed by recognised investment funds (BPI, Capitalaria,
iSource, XAnge)
Power more than 150 retail systems (web, mobile, email,
In Store…) in more than 20 countries
A brief history of e-commerce 1
Initially, e-commerce was for geeks by geeks
Over time, e-commerce became strategic
2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014
e-commerce revenue (billion euros)
eCommerce Revenue in France - Fevad
5,7
57
E-commerce today 2
E-commerce is still IT driven
We are in the age of the customer
Ford
Boeing
GE
RCA
Forrester Research, Inc.
Retailers need to be where the consumer
is, whatever the channel, and seamlessly
adapt to each context and behaviour.
Align offline and online experiences
• Special shops to re-create the spirit of a
window display
• Ease product discovery with several
access points
• Guide consumers as a sales assistant
IT doesn’t empower business users
• Special shops requires time and development
• Product data quantity and quality are a
challenge
• Guiding users require development time and
product data
Key success factors for fashion
1. Product data
2. Systems that enable quick & IT-free
initiatives
3. Customer centric approach to
navigation
Real-life examples 3
Build a brand experience
Enhance navigation
Enhance navigation
Provide relevant search
Embed a salesperson in your site
Embed a salesperson in your site
Embed a salesperson in your site
Create event corners
Create event corners
Create shopping proof product discovery
200+ color options
Create shopping proof product discovery
Takeaways 4
These retailers have in common
1. Product data
2. Systems that enable quick & IT-free
initiatives
3. Customer centric approach to
navigation
Q&A