New Advertizing Competition - Schweizer E

La Redoute, based in Montreux, is in Switzerland since 15 years and
became quickly the #1 online fashion brand. In the last couple of years, we
observed several key changes in women multi-channel shopping in
Switzerland. Similarities are developping fast with the rest of Europe,...
but still with local specificities. Etienne Bourdon
Started from catalogues in France, now in 31
countries with over 70% of orders through Internet
#1 in France
(e-commerce site for Apparel & Home Decoration)
French Fashion distributed by Redcats
Transalps and in Switzerland since 15 years
Fashion & Deco
Redcats Transalps
Switzerland Italy Germany/Austria
Kids Apparel & Deco
Switzerland
Montreux
Fashion large sizes
Switzerland
Fashion from Sweden
Switzerland
French Fashion available in Switzerland since
15 years
#1 online fashion brand in Switzerland
Over 50% of activity in German Switzerland
Mainly communicating with catalogues
and online media
Over 70% of activity online.
What changed in the
last years in multichannel distance
shopping ?
What changed recently
in Swiss distance shopping ?
CHF/Euro "parity" : PUSH customers toward Euro prices in cross border
shopping
Online
• €/CHF price comparison
• Regional cross border
shopping in retail
Retail
• Online shopping abroad
in Europe and more
= mainly since August 2011
with a progressive developpment
What changed recently
in Swiss distance shopping ?
New "Deal based" Competition : New online players cloned from
European successes (Ventes-privées, ...) pushing customers toward
everyday time limited strong deals
• Private Sales : eboutic,
FashionFriends, ...
• Deal of the day : Dein
Deal, Groupon
Product of
the day
Flash Sales
NEW
Private
sales
All Shoes
NEW
• Product of the day : Qoqa
= becoming mainstream
since 2011 with e-retailer
now having their own
product of the day, private
sales,...
All products
Flash
NEW
Sales
Product of
the day
Private
sales
Product of
the day
Flash Sales
All products
What changed recently
in Swiss distance shopping ?
New Advertizing Competition : The boom of foreigners advertizing in
Switzerland media
• Push for foreign shopping
online with wider offer and
lower prices
• Increase cost of local
advertizing (SEM,
retargeting, display,...)
web
Press
• Increase expectations
with more competitive
services (price/quality)
= Deeply changing
customer behaviors
TV
What changed recently
in Swiss distance shopping ?
New Advertizing Competition : Zalando exemple in Switzerland....
What changed recently
in Swiss distance shopping ?
Social Media : the boom of Facebook in Switzerland do not translate into a
boom of interactivity with brands such as in other countries
• Similar Facebook
Penetration :
about 50% of
online population
• Lower proportion
of brand Fans on
top "social
brands"
• Low interactions
at least with La
Redoute in CH vs.
France (1Ms La
Redoute.fr Fans)
source : socialbakers.com
12%
9%
8%
8%
6%
6%
6%
6%
6%
5%
5%
4%
4%
3%
What changed recently
in Swiss distance shopping ?
Mobile : The boom of iPhones in Switzerland and then iPad had a big
impact on our sales
• 2,9Ms or 48% of
Swiss equipped w/
smartphone in early
2012 vs. 3% in
2007
• 53% of men, 42%
of women...
Android
m-Commerce
split per
mobile OS
2 %
(june 2012)
2 %
16 %
1/3 iPhone
2/3 iPad
10 %
10 %
ipad
iphone
site mobile
iphone app
android app
ipad app
60 %
• with a boost since
the arrival of
iPhones mid 2008
* source : Comparis
in 2013, over 12% of online
transactions are done on iPad
What changed recently
in Swiss distance shopping ?
Mobile : new shopping behavior in terms of timing and of usage (email,
push notifications, SMS)
Split per hour of laredoute.ch traffic
• 40% of emails
opened on mobile
devices (incl. 3/4
on iPhone)
• 45% of email
opened on mobile
are deleted
immediately
traffic via mobile device
Mobile activity (traffic and purchases)
is mainly an Evening usage
* mobile including iPad
What is next ?
Traffic management : to reach better Cost Per Order and volumes of
orders
Mobile adaptations : email, services, specific communications
Services and commercial animations : to keep on tracking and adapt our
services and offers to our customer new behaviors
Multi-channel commerce (e-commerce, m-commerce,
mail order) has become simple commerce
Thank You