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09/11/2017
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RETAIL IN HET DIGITALE TIJDPERK PROF GINO VAN OSSEL
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1 DE NIEUWE CONSUMENT
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A.D.H.D.
generation
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68% of shopping
trips start online
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12% online
share of sales
9% online share
product sales
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91%
Kantar, online groceries value share, June 2016
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99%
baskets, not products !
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0
20000
40000
60000
80000
100000
120000
2010 2011 2012 2013 2014 2015
total US gross merchandising value ($ mio.)
38% CAGR
Deloitte Retail Volatility Index report (US 2016)
51% share of online growth
23% share of total retail growth
US 2015 – estimate by Macquerie Research (NYT Dec 31, 2015)
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2 OMNI-CHANNEL
digital as a threat
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bron: Locatus
9,4%
digital as an opportunity
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OMNI-CHANNEL
omni- channel
cross- channel
multi- channel
mono- channel
customer centric commerce
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growth John Lewis
online
+16%
growth John Lewis shop sales
-1%
online share of sales
John Lewis
33%
click & collect 53% of
online orders (70% @
Waitrose)
source: John Lewis 2016/17 annual report – except “click & collect 2015/2016
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We provide a seamless shopping experience and offer complete omni-channel fulfillment. However the offering is too complex / expensive and we are looking to scale back our delivery options.
We have refined our omni-channel offering to a point where we are now able to make profit while fulfilling our omni-channel demand.
We have the ability to offer our customers a seamless shopping experience, but we struggle to meet the customer’s omni-channel fulfillment demands.
We have distinct channels operating as silos to meet customer demand
10%
12%
38%
37%
source: CEO Viewpoint 2017: The Transformation of Retail, JDA/PWC, Jan 2017
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mono-channel: no webshop
multi-channel: distinct
channels operating as
silos
rather cross- than truly
omni-channel
truly omni-channel but
online not profitable
truly omni-chanel and
profitable
20% 17%
45%
11% 7%
source: poll at Belgian retail congress, Oct. ‘17 (n=84)
26,5% 25,6% 23,9% 22,3% 25,8% 23,2%
26,7% 22,6%
17,6% 13,2%
11,7% 10,3%
0,0%
10,0%
20,0%
30,0%
40,0%
50,0%
60,0%
2011 2012 2013 2014 2015 2016
fulfilment cost ratio (% of sales) marketing cost ratio (% of sales)
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“Serving the customer through home delivery is costing 3 times as much as getting the products onto store shelves.”
John Munnelly – Operations Director John Lewis
growth John Lewis
online
+16%
growth John Lewis shop sales
-1%
online share of sales
John Lewis
33%
click & collect 53% of
online orders (70% @
Waitrose)
source: John Lewis 2016/17 annual report – except “click & collect 2015/2016
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brand store integrated retailer multi-brand retailer
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brand store integrated retailer multi-brand retailer
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5 CRACKING THE CODE
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47
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CUSTOMER JOURNEY
orientation purchase after-sales
actions
feeling
questions
timeline
goal? why is the customer doing this?
what is he actually doing (incl. touchpoints)?
what questions does he have?
how does he feel (frustrations/happiness)? user e
xp
erie
nce
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“It’s not the customer’s job to know what they want.”
Steve Jobs
Steve Jobs
“A lot of times, people don’t know what they want until you show it to them.”
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CUSTOMER-CENTRIC COMMERCE
orientation purchase after-sales
actions
feeling
questions
timeline
goal?
user e
xp
erie
nce
start zero-based brainstorm: forget about all constraints
(“blueprinting the future”)
CUSTOMER JOURNEY
orientation purchase after-sales
actions
feeling
questions
timeline
goal?
improve
why is the customer doing this?
what is he actually doing (incl. touchpoints)?
what questions does he have?
how does he feel (frustrations/happiness)? user e
xp
erie
nce
ideas for improvement
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CUSTOMER-CENTRIC COMMERCE
how?
not now
wow! business impact
difficult to implement
low
high
easy to implement
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customer
competition cost
cracking the code
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customer
competition cost
cracking the code
one size doesn’t fit all
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growth John Lewis
online
+16%
growth John Lewis shop sales
-1%
online share of sales
John Lewis
33%
click & collect 53% of
online orders (70% @
Waitrose)
source: John Lewis 2016/17 annual report – except “click & collect 2015/2016
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customer
competition cost
cracking the code
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customer
competition cost
cracking the code
digital dreams digital budget
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“the rule of… ”
B: 27 stores in 20 cities
& shopping malls
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bron: Locatus
9,4%
bron: Locatus
totaal
13 grootste steden
(centra)
middelgrote steden
(centra)
9,4%
10,9%
15,8%
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bron: Locatus
België
13 grootste steden (A1)
middelgrote steden
(A1)
9,4%
3,7%
9,8%
totaal
bron: Locatus
totaal
13 grootste steden (A1)
13 grootste (C)
9,4%
3,7%
17,6%
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1 2.7
BIG CHAINS IN US: 4000 NET STORE OPENINGS
number of retailers opening or closing stores - IHL Group (Aug 2017)
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6 THE ROLE OF THE STORE
access experience
need
want
item vs. basket
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growth John Lewis
online
+16%
growth John Lewis shop sales
-1%
online share of sales
John Lewis
33%
click & collect 53% of
online orders (70% @
Waitrose)
source: John Lewis 2016/17 annual report – except “click & collect 2015/2016
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web-influenced sales
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access experience
need
want
product experience
item vs. basket
“instant”
“one stop”
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access experience
need
want store & brand experience
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customer
competition cost
cracking the code
access experience
need
want store & brand experience
product experience
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#1,030 fitting bra’s
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“don’t look for customers for your products, but look for products for your customers”
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136
“optimism is a moral duty”
