omnichannel in retail

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omnichannel in retail
07/09/2016
OMNICHANNEL IN RETAIL:
HET ANTWOORD OP E-COMMERCE
PROF. GINO VAN OSSEL
[email protected]
1
07/09/2016
AGENDA
1. the new shopper
2. e-commerce
3. omni-channel
4. real estate
5. conclusion
2
07/09/2016
AGENDA
1. the new shopper
2. e-commerce
3. omni-channel
4. real estate
5. conclusion
3
07/09/2016
A.D.H.D.generation
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07/09/2016
68%
of shoppers
start shopping
trip online
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07/09/2016
12%
online
share of sales
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07/09/2016
AGENDA
1. the new shopper
2. e-commerce
3. omni-channel
4. real estate
5. conclusion
7
07/09/2016
incremental
disruptive
destructive
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07/09/2016
incremental
disruptive
destructive
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07/09/2016
incremental
disruptive
destructive
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07/09/2016
40%
share of B2C sales (Q1 2016)
total:
16%
products:
8%
services:
60%
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07/09/2016
rational
search
product
specification
long tail
price
51%
share of online growth
23%
share of total retail growth
US 2015 – estimate by Macquerie Research (NYT Dec 31, 2015)
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07/09/2016
Bol.com: +30%
markt:
+14%
Ahold company data Q3 2015 & Thuiswinkel Markt Monitor Q3 2015
?
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FULFILMENT & MARKETING
60,0%
50,0%
40,0%
26,7%
22,6%
30,0%
17,6%
13,2%
11,70%
20,0%
10,0%
26,5%
25,6%
23,9%
22,3%
2011
2012
2013
2014
25,80%
0,0%
fulfilment cost ratio (% of sales)
2015
marketing cost ratio (% of sales)
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07/09/2016
Bol.com:
+30%
Plaza:
+78%
Plaza: 20%
omzetaandeel
Ahold company data Q3 2015
46%
of sales = 3rd party sellers
40%
of stock in warehouses
= 3rd party sellers
Amazon UK Winter 2015 report
15
07/09/2016
AGENDA
1. the new shopper
2. e-commerce
3. omni-channel
4. real estate
5. conclusion
23%
25%
20%
18%
20%
15%
10%
5%
1%
0%
total retail
online
retail
online
pure
players
online
store
based
retailers
retail sales vs. year ago
(Netherlands –2015 – CBS)
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07/09/2016
€ 3.512
€ 3.194
2007
2015
floor productivity (sales/m2) - Netherlands
(ING Economisch Bureau)
digital as a threat
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07/09/2016
digital as
an opportunity
OMNI-CHANNEL
monochannel
multichannel
crosschannel
omnichannel
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07/09/2016
customer centric
commerce
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07/09/2016
growth
John Lewis
online
online
share of sales
John Lewis
growth
John Lewis
shop sales
+17%
33%
-1%
click & collect
53% of
online orders
(70% @
Waitrose)
source: John Lewis 2015/16 annual report – growth vs. year ago
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07/09/2016
THE BUSINESS CASE
 sales
 online as driver of revenue growth
?
21
07/09/2016
growth
John Lewis
online
online
share of sales
John Lewis
growth
John Lewis
shop sales
+17%
33%
-1%
click & collect
53% of
online orders
(70% @
Waitrose)
source: John Lewis 2015/16 annual report – growth vs. year ago
FULFILMENT & MARKETING
60,0%
50,0%
40,0%
26,7%
22,6%
30,0%
17,6%
13,2%
11,70%
20,0%
10,0%
26,5%
25,6%
23,9%
22,3%
2011
2012
2013
2014
25,80%
0,0%
fulfilment cost ratio (% of sales)
2015
marketing cost ratio (% of sales)
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07/09/2016
cracking
the code
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07/09/2016
AGENDA
1. the new shopper
2. e-commerce
3. omni-channel
4. real estate
5. conclusion
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07/09/2016
NUMBER OF OUTLETS
1%
supermarkets
-3%
food specialty
-9%
fashion
-10%
DIY
-14%
consumer electronics
book stores
toy stores
-17%
-19%
-20% -15% -10%
-5%
0%
5%
evolution 2015 vs. 2010 – The Netherlands
(CBS)
NUMBER OF OUTLETS
-8%
flowers
-12%
bakers
-12%
butchers
-16%
newspaper
-19%
DIY
-23%
brown goods
-31%
textile
-40%
-30%
-20%
-10%
0%
evolution 2014 vs. 2009 – Belgium
(FOD Economie)
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07/09/2016
387 Dutch cities & villages
(96% of total)
source: Rabobank – sales evolution “non-daily purchases” 2009 - 2011
IMPACT OF SIZE OF SHOPPING AREA
sales
floor
productivity
commercial
space (m2)
source: Rabobank – evolution 2009 - 2011
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07/09/2016
fun shopping:
“the winner takes it all”
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07/09/2016
28
07/09/2016
29
07/09/2016
the rule of…
B: 27 stores
in 20 cities
& shopping malls
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07/09/2016
RUN SHOPPING: EFFICIENCY RULES
31
07/09/2016
32
07/09/2016
AGENDA
1. the new shopper
2. e-commerce
3. omni-channel
4. real estate
5. conclusion
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07/09/2016
‘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 echte aanrader voor zowel retailers
als e-tailers!’
Bart Claes, CEO JBC
‘Een boek geschikt voor zowel
professional als leek, voor de denker en
de doener, de gelegenheidslezer en de
alleslezer.’
Verslag van de Jury,
Managementboek van het Jaar
34
07/09/2016
CONCLUSION
Prof. Gino Van Ossel
Retail management
E-commerce & omni-channel
Shopper & trade marketing
Channel management
[email protected]
@ginovanossel
7
0
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