E-commerce & fashion

How to reconcile geeks and fashionistas?

Jérémy Viault

Head of Product Marketing

Sparkow

Who is Sparkow?

Open

Innovatio

n

Roadmap

SaaS

software

provider

Born in France’s cradle of retail and distance selling

An expert team in both retail and web

A strong connection with customers, through consultants

in each of your projects

Backed by recognised investment funds (BPI, Capitalaria,

iSource, XAnge)

Power more than 150 retail systems (web, mobile, email,

In Store…) in more than 20 countries

A brief history of e-commerce 1

Initially, e-commerce was for geeks by geeks

Over time, e-commerce became strategic

2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014

e-commerce revenue (billion euros)

eCommerce Revenue in France - Fevad

5,7

57

E-commerce today 2

E-commerce is still IT driven

We are in the age of the customer

Ford

Boeing

GE

RCA

Forrester Research, Inc.

Retailers need to be where the consumer

is, whatever the channel, and seamlessly

adapt to each context and behaviour.

Align offline and online experiences

• Special shops to re-create the spirit of a

window display

• Ease product discovery with several

access points

• Guide consumers as a sales assistant

IT doesn’t empower business users

• Special shops requires time and development

• Product data quantity and quality are a

challenge

• Guiding users require development time and

product data

Key success factors for fashion

1. Product data

2. Systems that enable quick & IT-free

initiatives

3. Customer centric approach to

navigation

Real-life examples 3

Build a brand experience

Enhance navigation

Enhance navigation

Provide relevant search

Embed a salesperson in your site

Embed a salesperson in your site

Embed a salesperson in your site

Create event corners

Create event corners

Create shopping proof product discovery

200+ color options

Create shopping proof product discovery

Takeaways 4

These retailers have in common

1. Product data

2. Systems that enable quick & IT-free

initiatives

3. Customer centric approach to

navigation

Q&A