When Old and New Collide: Transformation for Digital-First Commerce

WhenOldandNewCollide

GeoffScullyManagingDirectorShopDirect

Presented:September27,2016atRetail’sDigitalSummit

TransformaJonforDigital-FirstCommerce

NedaNavabE-CommerceandCustomer

ExperienceStrategyEnjoy.com

Copyright © 2016, Shop Direct Ireland. All rights reserved.

8 out of 10 Irish consumers are online at least once a day

Source: Google - The Connected Consumer Survey 2015


3.2 Devices per person


These are devices connected to the internet per person in Ireland in 2015. This has increased 19% since 2013.

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61%

Smartphone penetration EU average

75%

Smartphone penetration in Ireland


Our Purpose


Who we are


•  Ireland’s largest online department store.

•  Over 300k active customers per annum.

•  Over 2M parcels delivered per annum.


Our USPs

70k products 1k brands Free Shipping

Free Click & Collect Fashion, Home, Tech Flexible Payments


Our Customer


Our Heritage

1978 1982 2007


Our Transformation

2000 - 2007!

Online-led!

2007 - 2011!

Paper-led! Customer-led!

2011 - Present!


Our Culture

Leadership Development! Inspiring Brilliance! Digital Mindset!


Agile Planning


Dedicated UX lab


1-2-1 Personalisation

3.5 MILLION PERMUTATIONS



Data Driven

Real-Time

Analytics!

Attribution

Modelling!

Actionable

Insights!

Customer focused.

Mobile first.

Data led.


Thank You


@geoff161

NedaNavabE-CommerceandCustomerExperienceStrategy

Enjoy.com

Presented:September27,2016atRetail’sDigitalSummit

WhenOldandNewCollide

TransformaJonforDigital-FirstCommerce

What if the best of this experience came to you?

How It Works

When you change the place, you change the game.

Highland

Highland

Choosing 4 Hours or Less On Time

Avg. Customer Rating (49% response rate)

97% 50+% Enjoy Success to Date:

Choose Enjoy at Checkout 86%

Returns 1.4% 4.95

"Wow! I couldn't believe it! This guy walks in and gives me a brand new iPhone, sets it up, shows me how to use it and then left! If I was hearing this story from a friend, I would have thought they were making it up. The service is excellent! I will recommend it to

everyone. ” - Penny M.

Employee Model

The Enjoy Expert: The Face of Enjoy •  Salaried employees •  Flexible schedules •  Individual ownership •  A connected team

EE | Enjoy – Experience

Our History

Enjoy Timeline

Enjoy Experts currently working in 8 US metros

NYC San Francisco

Los Angeles / OC

Miami

Atlanta Dallas

Houston

Chicago

Enjoy Investor Presentation — 09/05/2014

Thank you.

#goenjoy @GoEnjoy [email protected]