IT’S ALL RETAIL

Gracia Amico 18 March 2014

A quick overview

The last 20 years...

The retail journey

How did I start the journey

Experience at true British multi-channel retailers

It is the customer and only the customer

who matters

Anytime,

anywhere.

The new era has brought some challenges

Store vs. Online: Cannibalization?

How to deliver this well?

Silo mentality

How to understand the numbers and therefore

customer with multiple touch points

What does the modern company look like? Who is

in charge?

How did we approach some of these at Hobbs

Cross channel

Education

70% of online browsers go to store to

buy

26% of all email openeners have never

bought online but go to stores within 3

days of receiving the email to buy

Build one view of the customers

A two-way relationship

Collect emails

Accept returns in store

Click and collect set up

pilot

Store room

System

Signage

results

Rewards?

Results - numbers

Local emails to drive

traffic

Style appointments

Local mobile ads

Increase footfall

through click and

collect

stores online

Multi-touch points effect at Hobbs

Understanding

the numbers

Mobile revenue increase of +74.6%

Mobile mix 34%

Mobile + ipad traffic +170%

Conversion of mobile -58% of desktop

Conversion on Ipads -20% of desktop

A new view

Mixed/blended How many times the

customer has engaged

with the brand during

their visit

conversion engagement

Coming back to the customer

Understanding

Convenience

Relevant

Needs to make a real difference

Single view

Relevant and convenient

Supermarkets

Understanding the customer

Pure players

Challenges in the company

Where does ecommerce sit?

Who has ownership of

Sales

Technology

What is the role of marketing?

Where does social fit in?

Big estate companies have a multi-channel director covering both stores and online

Small estate companies have ecommerce lead retail

A proper place for the marketing director – numerical position – reschooling

The CEO is the customer!

The changing boardroom

- The End –

or, the End of the Beginning...?Winston S. Churchill