Fashion OmniChannel: il Digital ridefinisce la relazione · PDF fileFashion OmniChannel: il...

Fashion OmniChannel:

il Digital ridefinisce la relazione

del cliente del lusso con il brand

May 2016

Speech Objectives

The Digital has reinvented the way

Customers experience and buy fashion: the

greater range

of online channels is transforming the

fashion shopping journey.So, while it is undeniable that the luxury

goods sector is doing very well, it would be

a mistake

to underestimate the opportunities afforded

by digital: the relationship between online

and offline should be considered symbiotic,

as the presence of an online landscape is

proven to contribute to the growth of offline

retail sales.

The Digital role in Fashion & Luxury markets

must be reshaped. Especially luxury brands

need to be connected more tightly with

customers to create the best customer

experience ever with a consistent brand

ceremony personalized for each unique

customer across all the channels

Copyright © 2016 Accenture All rights reserved. 2

Coco Chanel

Fashion Is…

Fashion is not something that exists

in dresses only. Fashion is in the sky, in

the street, fashion has to do with ideas,

the way we live, what is happening (…)

Fashion changes, but style endures.

“

”Copyright © 2016 Accenture All rights reserved. 3

Sources: Google and Ipsos; Euromonitor International; Forbes; Econsultancy;

4

Customers Emerging Trends And Behavior...

Copyright © 2016 Accenture All rights reserved.

+16% on mobile

purchase of fashion

products compared to

other retailers

Luxury shoppers own

on average 3.1 connected

devices and

78% of them do online research before

buying

78% 5%

-1% Luxury spending

in China, Chinese

Middle-class consumer

segment will double by

2017

+200%

+7.8% of conversions

generated by

personalized content

+7.8%+16%

…And The Reactions Of The Luxury Companies


Sources: WGSN Forcasting and Analysis, WBR, The Global Marketing Alliance; ContactLab

63% of luxury

companies are

investing to integrate

store and mobile

63%

Digital Influence on

Total Sales Volume

rising to 50% by 2020

50%

57% of senior

executives from luxury

brands reveal a

significant increase in

sales as result of

investment in digital

capabilities

57%

+87% of investment

planned for mobile

channel

+87%

6

How Digital Changes The Communication Strategy

Copyright © 2016 Accenture All rights reserved.

Traditional Communication Digital

Communication

Magazine, TV advertising,

Outbound Call DEM, Push notifications

SEO/ SEM, Affiliate program,

Re.marketing, Blogs

Source: Accenture Analysis

Level Of Personalization

Customer Journey

Boutique

Shop window

Advertising Events

High

Low

PurchaseAttract Engage Experience

eCommerce

How Digital Changes The Communication Strategy

Traditional Communication

Digital Communication

Personalization at Scale

Social Influence, dedicated

minisites, targeted campaigns

Source: Accenture AnalysisCopyright © 2016 Accenture All rights reserved. 7

Boutique

Empower the Digitalization process through

Digital PR, Digital magazine, Smart TV

Omnichannel accessible

process, Live Chat and

Clienteling

High

Low

PurchaseAttract Engage Experience

Level Of Personalization

Customer Journey

eCommerce

How Is The Fashion Embracing

Tech Innovation?

From Brick To Click:

Valuable brand

ceremony and

exclusive in-store

experience

Exaltation of

products’ elegance

and quality inside

boutique


How Is The Fashion Embracing

Tech Innovation?

Valuable brand

ceremony and

exclusive in-store

experience

Exaltation of products’

elegance and quality

inside boutique

Insourcing the Digital

channel to enable a strong

customers know-how basis

and a targeted profiling

Seamless experience

across channels: pure

eCom platform is no

more enough

From Brick To Click:


Customer Journey Is Constantly Evolving

The Traditional Customer Journey

Customer Journey

How Digital Is Affecting Customer Journey

Attract Engage Experience Purchase

Consumers can gather information

about the brand much easier than

ever before.



Digital is becoming crucial to send relevant and personalized messages to customers


Attract Engage Experience Purchase



ever before.

The sales assistant is able to provide

a superior customer experience,

according to customer’s preferences.

Customer Journey



Digital is assuming a strategic role to empower the role of the sales associate with omnichannel

capabilities


Attract Engage Experience Purchase Advocacy



ever before.

The sales assistant is able to provide

a superior customer experience,

according to customer’s preferences.

The whole experience evolves,

providing digital touchpoints along the

journey between costumers and brands.

Customer Journey


Strategic Pillars And Tactical Approach

Strategic Pillars Recommended Approaches

Custo

mer

Inte

ractions

Busin

ess

Ma

nagem

ent

Experience Driven Customer Centricity Mobile First

Omnichannel Business@Scale Merchandise


Strategic Pillars And Tactical Approach

Strategic Pillars Recommended Approaches

Custo

mer

Inte

ractions

Busin

ess

Ma

nagem

ent

Experience Driven Customer Centricity Mobile First

Omnichannel Business@Scale Merchandise

• Interact with Marketplaces

• Integrate Wholesalers

• Support all the OTO

business models

• Fully responsive

• Mobile funnel optimization

• Mobile-designed content

and campaign

• Personalizaton and

personification

• CRM Integration

• Escellence campaing

execution

• The Brand communication

will drive the experience

• Integrate eCommerce and

Customer Experience

• Global catalogue visibility

• Multi-Coutnry /

Multilanguage

• Multi-warehouse

assorment

• Omnichannel Visual

merchandising

• Integrate digital signage

• Integrate product story-

telling


The Winning

Internationalization Strategy

Case 1

Apparel Luxury

Fast

Fashion

Retailer

Positioning

Commerce Driven Experience Driven

Fast

Fashion

Retailer

Experience Driven

Marginal Strategic

Fast

Fashion

Retailer

Role Of Digital

Become the First Online

Fashion Retailer in 2020

+70% in transactions thanks to easy management of

Multi- country, Multi- brand, Multi-language, Multi-currency

Fully exploit their online potential with

a global reach including China and

Russia

The Real Customer-

Centric Strategy

Case 2

Apparel Luxury

Luxury

CG&P

Positioning

Content/ Communication Ecommerce

Luxury

CG&P

Experience Driven

Marginal Strategic

Luxury

CG&P

Role Of Digital

Leverage on a Customer Centric Approach

through the next level clienteling strategy.

Ensure a Consistent Ceremony in boutique,

point of sales and eCommerce channel

(both mobile & web)Reconsider the whole company

processes to guarantee the best

Omni-channel and customer centric

experienceSupport and reinforce the Brand

Positioning providing the most

relevant and personalized content to

the customer, to balance between

value creation and value capture

Retake The Control Of

The Digital To Become

Omnichannel

Case 3

Apparel Luxury

High-end

Fashion

brand

Positioning

Commerce Driven Experience Driven

High-end

Fashion

brand

Experience Driven

Traditional Strategic

High-end

Fashion

brand

Role Of Digital

Outstanding experience

consistency of in-store services

and eCommerce

The strategic role of digital take the brand to re-

internalize the online channel to speed up the time-

to-market

Stress of the “Experience Driven”, matching

marketing campaigns’ and emotional aspects to

product galleries

The Consisntent Brand

Ceremony For Each

Client In Each Boutique

Case 4

Apparel Luxury

Luxury

Group

Positioning

Standard Relation Clienteling

Luxury

Group

Clienteling

Traditional Strategic

Luxury

Group

Role Of Digital

Each Brand of the Group have

its own specificity and client

relation strategy

The Clienteling approach link the

excellent in-Boutique execution with

the core CRM Strategy of the Brand

The Sales Associates is supported

during al the in-Boutique shopping

experience with a Mobile APP

designed for B2B

Thank You

Federico Gasparotto

Managing Director and

eCommerce Strategy Lead

[email protected]

mailto:[email protected]

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