1ª Jornada Comunicació i Empresa 2.0 Marfistyle
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Transcript of 1ª Jornada Comunicació i Empresa 2.0 Marfistyle
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Jaume BetrianCo-founder & Executive Director
Follow me: @jaumebetrian
Traditional retailer’s digital
crusade
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We live in the internet
Source: Google Consumer Barometer - The Connected Consumer Survey 2014 / 2015Base: Total online and offline population - SPAIN
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We live in the internet
Source: Google Consumer Barometer - The Connected Consumer Survey 2014 / 2015Base: Total online and offline population - SPAIN
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Traditional retail is dead!
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US retail ecommerce sales 2014 to 2016
$304bn $347bn $392bn
2014 2015 2016
+14% +13%
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New retail’s main goal: seize the ecommerce opportunity
E-commerce/Digital TeamTraditional Marketing Team
VS.
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US retail ecommerce sales 2014 to 2016
$304bn $347bn $392bn
2014 2015 2016
+14% +13%
![Page 8: 1ª Jornada Comunicació i Empresa 2.0 Marfistyle](https://reader031.fdocuments.us/reader031/viewer/2022030315/587bccd81a28ab6c3c8b725f/html5/thumbnails/8.jpg)
US retail sales offline and online 2014 to 2016
$4.588bn
2015
$347
+14%
$304
2014
$4.428bn
2016
$4.740bn
$392
+13%
+3,6% +3,3%
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Traditional retail is dead!
While foot traffic in store is declining…
…sales in the traditional retail are slightly growing
The new shoppers are “more committed shoppers”
- They pushed Average Transaction Values up .8 percent
- Sales per Shopper up 2.3 percent and
- Conversions up .5 percent, year over year for Q1 2015
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What is happening with digital
The digital influence factor
Source: estudio Deloitte Nov’14 – Jan ’15 (n = 3.016)
Ventas en tienda física
+$4T
93,5%
Ventas e-commerce
$0,30T
6,5%
49%
Ventas en tienda física
influenciadas por medios digitales
en 2014
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There is no online or offline consumers they are all online
E-commerce/Digital TeamTraditional Marketing Team
VS.+
Consumer First team
Synchorny
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Because the new purchase journey includes both
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Because that’s the only way to be relevant
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Because pure players have already realized of the power of the store
197 Stores 25 Stores
1st Stores
2-3 StoresPlans for 300+
+
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Traditional retail is not dead… it has just changed forever
Use your assets, but rationalize
Offer a seamless experience on and offline
Reduce the hurdles
Invest in logistics
Embrace a new marketing mix
Invest in Business Intelligence using the Big Data
Invest in digital transformation – new KPIs, new team members, new Roles, new P&L structures…
Look at the market with a single mind that merges both on and off
Look at this whole change as an opportunity not as a threat