Capital Markets Day, November 28, 2012 RETAIL FIRST ACT VERTICAL Dr. MARC SCHUMACHER Chief Retail Officer / Member of the Board

Transcription

1 Capital Markets Day, November 28, 2012 RETAIL FIRST ACT VERTICAL Dr. MARC SCHUMACHER Chief Retail Officer / Member of the Board

2 OUTLINE RETAIL 1. Strategic reasons for retail expansion 2. Retail format strategy 3. Expansion plans Systematic expansion process 5. Retail planning and buying process MARKETING 1. Product statements 2. Digital channels & corporate website 3. Customer Relationship Management 2

3 1. STRATEGIC REASONS FOR RETAIL EXPANSION POS is BRAND: Brand equity through value management and USP POS ACCESS: Ever-increasing touchpoints augment brand perception & relevance INTERNATIONALIZATION: Retail competence enables new market engagement INDEPENDENCE: B2C value-enhancement through majority retention of sales channels PRODUCT PERFORMANCE / VERTICALIZATION: Retail-driven product development 3

4 2. TOM TAILOR RETAIL FORMAT STRATEGY AT A GLANCE Sales area sqm sqm Capex Approx /sqm Approx /sqm 4

5 2. TOM TAILOR RETAIL FORMAT STRATEGY AT A GLANCE Year 1 Year 2 Year 3 Maturity % % 100 % EBITDA % 15 % 20 % Cash return on invested capital < 3 5

6 CASUAL STORE SULZBACH

7 CASUAL STORE SULZBACH

8 CASUAL STORE SULZBACH

9 CASUAL & POLO TEAM STORE VIERNHEIM

10 DENIM STORE HAMBURG

11 DENIM STORE HAMBURG

12 DENIM STORE BERLIN

13 BONITA RETAIL FORMAT STRATEGY AT A GLANCE BONITA Store 82 sqm net selling area EBITDA marge: Ø15 % BONITA STORE SCHWYZ BONITA Men Store 65 sqm net selling area EBITDA marge: Ø12 % BONITA MEN STORE BREMEN 13

14 3. EXPANSION PLAN 2013 TOM TAILOR HOLDING AG: 100 RETAIL STORES TOM TAILOR 60 stores Germany: ~30 Austria: ~11 France: ~6 Switzerland: ~3 Belgium: ~2 Eastern Europe: ~8 BONITA 40 stores BONITA Men: ~25 Germany: ~ 19 Austria: ~ 2 Switzerland: ~ 2 The Netherlands: ~ 2 BONITA: ~15 Germany: ~ 8 Austria: ~ 2 Poland: ~ 2 Switzerland: ~ 1 The Netherlands: ~ 1 Belgium: ~ 1 14

15 4. SYSTEMATIC EXPANSION PROCESS Process -step Identification of potential locations Initial test of feasability and sales estimate per location Site visit and initial meeting with landlord Discussion of object checklists and approval of rent location Final negotiations, contract review and rent of location Respon sibility Expansion Office and field staff Expansion Field staff Expansion Field staff Construction management Board Expansion Office and field staff Date Ongoing Ongoing Ongoing Monday meeting Ongoing Result Selected List Negotiation Phase Approval Phase Approval Phase Expansion Phase 15

16 5. RETAIL PLANNING AND BUYING PROCESS Product Planning Open to buy Store Planning Order Line Preview Visual Merchandising Guide Lines Delivery Sales Allocation 16

17 Value creation through product & POS marketing

18 1. Product Statement

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24 2. Digital Channels & Corporate Website

25 TOM TAILOR DIGITAL CHANNELS E-Shop Corporate Site App 25

26 RELAUNCH OF CORPORATE WEBSITE Q Brand Website TOM TAILOR Corporate Website TOM TAILOR HOLDING AG Brand Website BONITA 26

27 BRINGING SOCIAL MEDIA HOME Introducing the TOM TAILOR Social Media Room 27

28 INTEGRATED PRODUCT-DRIVEN MARKETING Same message & same pictures in all channels TV Windows Facebook Youtube TV Facebook Twitter Intranet Print 360 Twitter Fashion Blogs E-Shop Newsletter Trade press.com WHS Corporate Site Guerilla Marketing Newsletter Trade press App 28

29 FACEBOOK 29

30 TWITTER 30

31 YOUTUBE 31

32 3. Customer Relationship Management

33 COSTUMER RELATIONSHIP MANAGEMENT 1 card; applicable in all channels (Retail, Outlet, E-Shop) 33

34 TOM TAILOR LOYALTY CARD Advantages: Unique discount of 10% (welcome-bonus) Collection of points at each purchase of 15 Euros (3% Bonus) Regular transmission of point-vouchers (if min. 20 points (=10 Euros) are reached) Birthday surprise Online Self-Service under tom-tailor.com/collectors-club Servicecenter Dialogue-Marketing 34

35 Number of registrations TOM TAILOR CRM SUMMERY Membership-Development Germany April Mai Jun Jul Aug Sep Oct Nov 2012 => Launch in April 2012; available in Germany 35

36 Percentage of all members TOM TAILOR CRM SUMMERY: AGE 35% 30% 25% 20% 15% 10% 5% 0% under over 60 n/a Age TOM TAILOR Casual TOM TAILOR Denim 36

37 TOM TAILOR CRM SUMMERY: AVG BASKETCASE AVERAGE BASKETCASE TOM TAILOR Full-Price : APT Full-Price 2011: 37,10 APT Members Full-Price 2012: 63,67 APT Members Full-Price 2012: 55,54 All Members Full-Price 2012: 57,82 Δ % + 56 % AVERAGE BASKETCASE TOM TAILOR Outlet : APT Outlet 2011: 33,60 APT Members Outlet 2012: 53,56 APT Members Outlet 2012: 46,58 All Members Full-Price 2012: 48,39 Δ % + 44 % 37

38 BONITA FASHION CARD: LAUNCH JANUARY 2013 In preparation for the launch of BONITA E-Shop in Q

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