1 - BZB

06/11/2014
OMNICHANNEL IN RETAIL:
LESSEN VOOR DE FINANCIËLE SECTOR
PROF. GINO VAN OSSEL
growth
non-food
online
growth
overall
retail
+19.2%
+1.8%
online
share of
retail
18.6%
source: British Retail Consortium / KPMG – Dec. 13 (growth is vs. year ago)
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AGENDA
1. shopping behaviour 2.0
2. omni-channel?
3. rethinking the value chain
4. lessons for financial services
5. conclusion
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1
3
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7
8
4
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9
1
0
5
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1
1
www.google.co.uk
1
2
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www.google.nl
1
3
financial
services?
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1
7
9
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2
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“EVER PURCHASED ONLINE”
(CORRECTED FOR OFFLINE POPULATION)
e-commerce in Belgium, Comeos, June 2014
28%
is buying online monthly
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“which new products
did you buy online
during the past
12 months?”
“e-commerce in Belgium”
Comeos
June 2014
AGENDA
1. shopping behaviour 2.0
2. omni-channel?
3. rethinking the value chain
4. lessons for financial services
5. conclusion
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growth
non-food
online
growth
overall
retail
+19.2%
+1.8%
growth
John Lewis
online
online
share of
retail
+22.6%
18.6%
source: British Retail Consortium / KPMG – Dec. 13 (growth is vs. year ago)
monochannel
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monochannel
multichannel
3
0
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“For technical & operational reasons it is unfortunately not possible
to return the goods in a C&A store”
3
1
360°
communication
and
sales
monochannel
multichannel
crosschannel
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93% of visitors
are store customers
3
3
360°
communication
and
sales
monochannel
multichannel
crosschannel
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OMNI-CHANNEL
monochannel
multichannel
crosschannel
omnichannel
customer centric
commerce
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CUSTOMER-CENTRIC COMMERCE
orientation
purchase
after-sales
enrich
simplify
functional
needs
affective
needs
growth
non-food
online
online
share of sales
John Lewis ‘13
+19.2%
> 28%
growth
John Lewis
online
growth
John Lewis
click & collect
+22.6%
+62%
source: British Retail Consortium / KPMG – Dec. 13 (growth is vs. year ago)
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“We are seeing about 34% of (pick-up) visits translating
into additional sales in shop and that number is growing
exponentially at the moment.
It’s typically or increasingly for purchases that the
customer didn’t think they would make. So it is quite
out with whatever they were going to collect.”
3
9
buying frequency
in store
online
3,0
5,4
7,0
2,3
webshop
only
customers
store
only
customers
omni-channel
customers
source: Bijenkorf
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monochannel
AGENDA
1. shopping behaviour 2.0
2. omni-channel?
3. rethinking the value chain
4. lessons for financial services
5. conclusion
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AGENDA
1. shopping behaviour 2.0
2. omni-channel?
3. rethinking the value chain
4. lessons for financial services
5. conclusion
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1
RETHINKING COMMUNICATION
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2
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3
2.
RETHINKING SERVICE
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RETHINKING SERVICE
interaction with sales staff
I have
figured it
out myself
42%
spoken to a
sales
person
58%
in-store survey among buyers, Consumer electronics (Belgium), June 2012, n = 382
RETHINKING SERVICE
why no contact with sales staff ?
no need
71%
in-store survey among buyers, Consumer electronics (Belgium), June 2012, n = 382
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RETHINKING SERVICE
0
12
20
9
4
40
27
60
11
80
20
totally disagree
disagree
more or less disagree
more or less agree
agree
totally agree
100
19
neutral
“Thanks to the information I find on the internet, I know
pretty well what I want to buy, before going to the store.”
in-store survey among buyers, Consumer electronics (Belgium), June 2012, n = 408
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RETHINKING SERVICE
0
9
20
40
10
37
totally disagree
disagree
60
80
24
neutral
100
20
agree
totally agree
“After having looked up information online,
I often have the feeling that
I know more about a product than the sales associate.”
source: “Retail in Belgium,” InSites/Vlerick, 2012 (n = 165)
RETHINKING SERVICE
why no contact with sales staff ?
nobody
available
8%
sales person
lacks expertise
21%
no need
71%
in-store survey among buyers, Consumer electronics (Belgium), June 2012, n = 382
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SERVICE 2.0
pre-digital
digital
result
sales
associate:
knows little
about a lot
sales
associate:
knows little
about a lot
conversion:
increasing
ignorant
consumer:
knows
nothing
informed
consumer:
knows a lot
about little
interactions:
less & shorter
satisfaction:
decreasing
(customer
& staff !!)
from selling to helping to buy…
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3.
FROM CROSS- TO OMNI-CHANNEL:
BECOME CUSTOMER-CENTRIC
OMNI-CHANNEL
monochannel
multichannel
crosschannel
omnichannel
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06/11/2014
AGENDA
1. shopping behaviour 2.0
2. omni-channel?
3. rethinking the value chain
4. lessons for financial services
5. conclusion
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06/11/2014
digital dreams
digital budget
partnering
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06/11/2014
one size
doesn’t
fit all
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9
‘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 must voor elke retailer die klaar is
voor de omnichanneluitdaging en die op
zoek is naar een praktische roadmap.
In dit boek komt tevens duidelijk naar
voren dat omnichannel ook voor de
zelfstandige retailer veel kansen biedt.’
Harry Bruijniks, CEO Euretco B.V.
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“If we focus on the customer,
the outcome will be right”
Jamie Nordstrom
head of Nordstrom Direct
CUSTOMER-CENTRIC COMMERCE
orientation
purchase
after-sales
enrich
simplify
functional
needs
affective
needs
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06/11/2014
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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