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06/11/2014 OMNICHANNEL IN RETAIL: LESSEN VOOR DE FINANCIËLE SECTOR PROF. GINO VAN OSSEL growth non-food online growth overall retail +19.2% +1.8% online share of retail 18.6% source: British Retail Consortium / KPMG – Dec. 13 (growth is vs. year ago) 1 06/11/2014 AGENDA 1. shopping behaviour 2.0 2. omni-channel? 3. rethinking the value chain 4. lessons for financial services 5. conclusion 2 06/11/2014 1 3 06/11/2014 7 8 4 06/11/2014 9 1 0 5 06/11/2014 1 1 www.google.co.uk 1 2 6 06/11/2014 www.google.nl 1 3 financial services? 7 06/11/2014 8 06/11/2014 1 7 9 06/11/2014 10 06/11/2014 2 11 06/11/2014 “EVER PURCHASED ONLINE” (CORRECTED FOR OFFLINE POPULATION) e-commerce in Belgium, Comeos, June 2014 28% is buying online monthly 12 06/11/2014 “which new products did you buy online during the past 12 months?” “e-commerce in Belgium” Comeos June 2014 AGENDA 1. shopping behaviour 2.0 2. omni-channel? 3. rethinking the value chain 4. lessons for financial services 5. conclusion 13 06/11/2014 growth non-food online growth overall retail +19.2% +1.8% growth John Lewis online online share of retail +22.6% 18.6% source: British Retail Consortium / KPMG – Dec. 13 (growth is vs. year ago) monochannel 14 06/11/2014 monochannel multichannel 3 0 15 06/11/2014 “For technical & operational reasons it is unfortunately not possible to return the goods in a C&A store” 3 1 360° communication and sales monochannel multichannel crosschannel 16 06/11/2014 93% of visitors are store customers 3 3 360° communication and sales monochannel multichannel crosschannel 17 06/11/2014 OMNI-CHANNEL monochannel multichannel crosschannel omnichannel customer centric commerce 18 06/11/2014 CUSTOMER-CENTRIC COMMERCE orientation purchase after-sales enrich simplify functional needs affective needs growth non-food online online share of sales John Lewis ‘13 +19.2% > 28% growth John Lewis online growth John Lewis click & collect +22.6% +62% source: British Retail Consortium / KPMG – Dec. 13 (growth is vs. year ago) 19 06/11/2014 “We are seeing about 34% of (pick-up) visits translating into additional sales in shop and that number is growing exponentially at the moment. It’s typically or increasingly for purchases that the customer didn’t think they would make. So it is quite out with whatever they were going to collect.” 3 9 buying frequency in store online 3,0 5,4 7,0 2,3 webshop only customers store only customers omni-channel customers source: Bijenkorf 20 06/11/2014 monochannel AGENDA 1. shopping behaviour 2.0 2. omni-channel? 3. rethinking the value chain 4. lessons for financial services 5. conclusion 21 06/11/2014 22 06/11/2014 23 06/11/2014 24 06/11/2014 AGENDA 1. shopping behaviour 2.0 2. omni-channel? 3. rethinking the value chain 4. lessons for financial services 5. conclusion 25 06/11/2014 1 RETHINKING COMMUNICATION 5 2 26 06/11/2014 5 3 2. RETHINKING SERVICE 27 06/11/2014 RETHINKING SERVICE interaction with sales staff I have figured it out myself 42% spoken to a sales person 58% in-store survey among buyers, Consumer electronics (Belgium), June 2012, n = 382 RETHINKING SERVICE why no contact with sales staff ? no need 71% in-store survey among buyers, Consumer electronics (Belgium), June 2012, n = 382 28 06/11/2014 RETHINKING SERVICE 0 12 20 9 4 40 27 60 11 80 20 totally disagree disagree more or less disagree more or less agree agree totally agree 100 19 neutral “Thanks to the information I find on the internet, I know pretty well what I want to buy, before going to the store.” in-store survey among buyers, Consumer electronics (Belgium), June 2012, n = 408 29 06/11/2014 RETHINKING SERVICE 0 9 20 40 10 37 totally disagree disagree 60 80 24 neutral 100 20 agree totally agree “After having looked up information online, I often have the feeling that I know more about a product than the sales associate.” source: “Retail in Belgium,” InSites/Vlerick, 2012 (n = 165) RETHINKING SERVICE why no contact with sales staff ? nobody available 8% sales person lacks expertise 21% no need 71% in-store survey among buyers, Consumer electronics (Belgium), June 2012, n = 382 30 06/11/2014 SERVICE 2.0 pre-digital digital result sales associate: knows little about a lot sales associate: knows little about a lot conversion: increasing ignorant consumer: knows nothing informed consumer: knows a lot about little interactions: less & shorter satisfaction: decreasing (customer & staff !!) from selling to helping to buy… 31 06/11/2014 3. FROM CROSS- TO OMNI-CHANNEL: BECOME CUSTOMER-CENTRIC OMNI-CHANNEL monochannel multichannel crosschannel omnichannel 32 06/11/2014 AGENDA 1. shopping behaviour 2.0 2. omni-channel? 3. rethinking the value chain 4. lessons for financial services 5. conclusion 33 06/11/2014 digital dreams digital budget partnering 34 06/11/2014 one size doesn’t fit all 6 9 ‘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 must voor elke retailer die klaar is voor de omnichanneluitdaging en die op zoek is naar een praktische roadmap. In dit boek komt tevens duidelijk naar voren dat omnichannel ook voor de zelfstandige retailer veel kansen biedt.’ Harry Bruijniks, CEO Euretco B.V. 35 06/11/2014 “If we focus on the customer, the outcome will be right” Jamie Nordstrom head of Nordstrom Direct CUSTOMER-CENTRIC COMMERCE orientation purchase after-sales enrich simplify functional needs affective needs 36 06/11/2014 CONCLUSION Prof. Gino Van Ossel Retail management E-commerce & omni-channel Shopper & trade marketing Channel management [email protected] @ginovanossel 7 3 37
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