omnichannel in retail

07/09/2016
OMNICHANNEL IN RETAIL:
HET ANTWOORD OP E-COMMERCE
PROF. GINO VAN OSSEL
GINO.VANOSSEL@VLERICK.COM
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AGENDA
1. the new shopper
2. e-commerce
3. omni-channel
4. real estate
5. conclusion
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AGENDA
1. the new shopper
2. e-commerce
3. omni-channel
4. real estate
5. conclusion
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A.D.H.D.generation
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68%
of shoppers
start shopping
trip online
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12%
online
share of sales
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AGENDA
1. the new shopper
2. e-commerce
3. omni-channel
4. real estate
5. conclusion
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incremental
disruptive
destructive
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incremental
disruptive
destructive
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incremental
disruptive
destructive
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40%
share of B2C sales (Q1 2016)
total:
16%
products:
8%
services:
60%
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rational
search
product
specification
long tail
price
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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Bol.com: +30%
markt:
+14%
Ahold company data Q3 2015 & Thuiswinkel Markt Monitor Q3 2015
?
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FULFILMENT & MARKETING
60,0%
50,0%
40,0%
26,7%
22,6%
30,0%
17,6%
13,2%
11,70%
20,0%
10,0%
26,5%
25,6%
23,9%
22,3%
2011
2012
2013
2014
25,80%
0,0%
fulfilment cost ratio (% of sales)
2015
marketing cost ratio (% of sales)
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Bol.com:
+30%
Plaza:
+78%
Plaza: 20%
omzetaandeel
Ahold company data Q3 2015
46%
of sales = 3rd party sellers
40%
of stock in warehouses
= 3rd party sellers
Amazon UK Winter 2015 report
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AGENDA
1. the new shopper
2. e-commerce
3. omni-channel
4. real estate
5. conclusion
23%
25%
20%
18%
20%
15%
10%
5%
1%
0%
total retail
online
retail
online
pure
players
online
store
based
retailers
retail sales vs. year ago
(Netherlands –2015 – CBS)
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€ 3.512
€ 3.194
2007
2015
floor productivity (sales/m2) - Netherlands
(ING Economisch Bureau)
digital as a threat
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digital as
an opportunity
OMNI-CHANNEL
monochannel
multichannel
crosschannel
omnichannel
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customer centric
commerce
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growth
John Lewis
online
online
share of sales
John Lewis
growth
John Lewis
shop sales
+17%
33%
-1%
click & collect
53% of
online orders
(70% @
Waitrose)
source: John Lewis 2015/16 annual report – growth vs. year ago
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THE BUSINESS CASE
 sales
 online as driver of revenue growth
?
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growth
John Lewis
online
online
share of sales
John Lewis
growth
John Lewis
shop sales
+17%
33%
-1%
click & collect
53% of
online orders
(70% @
Waitrose)
source: John Lewis 2015/16 annual report – growth vs. year ago
FULFILMENT & MARKETING
60,0%
50,0%
40,0%
26,7%
22,6%
30,0%
17,6%
13,2%
11,70%
20,0%
10,0%
26,5%
25,6%
23,9%
22,3%
2011
2012
2013
2014
25,80%
0,0%
fulfilment cost ratio (% of sales)
2015
marketing cost ratio (% of sales)
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cracking
the code
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AGENDA
1. the new shopper
2. e-commerce
3. omni-channel
4. real estate
5. conclusion
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NUMBER OF OUTLETS
1%
supermarkets
-3%
food specialty
-9%
fashion
-10%
DIY
-14%
consumer electronics
book stores
toy stores
-17%
-19%
-20% -15% -10%
-5%
0%
5%
evolution 2015 vs. 2010 – The Netherlands
(CBS)
NUMBER OF OUTLETS
-8%
flowers
-12%
bakers
-12%
butchers
-16%
newspaper
-19%
DIY
-23%
brown goods
-31%
textile
-40%
-30%
-20%
-10%
0%
evolution 2014 vs. 2009 – Belgium
(FOD Economie)
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387 Dutch cities & villages
(96% of total)
source: Rabobank – sales evolution “non-daily purchases” 2009 - 2011
IMPACT OF SIZE OF SHOPPING AREA
sales
floor
productivity
commercial
space (m2)
source: Rabobank – evolution 2009 - 2011
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fun shopping:
“the winner takes it all”
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the rule of…
B: 27 stores
in 20 cities
& shopping malls
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RUN SHOPPING: EFFICIENCY RULES
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AGENDA
1. the new shopper
2. e-commerce
3. omni-channel
4. real estate
5. conclusion
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‘Dit boek biedt een stevig conceptueel
kader én heel concrete handvatten!
Een echte must voor al wie begaan is
met de toekomst van retail!’
Wouter Torfs, CEO Schoenen Torfs
‘Een echte aanrader voor zowel retailers
als e-tailers!’
Bart Claes, CEO JBC
‘Een boek geschikt voor zowel
professional als leek, voor de denker en
de doener, de gelegenheidslezer en de
alleslezer.’
Verslag van de Jury,
Managementboek van het Jaar
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CONCLUSION
Prof. Gino Van Ossel
Retail management
E-commerce & omni-channel
Shopper & trade marketing
Channel management
gino.vanossel@vlerick.com
@ginovanossel
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