Global ecommerce Expansion: Opportunities and Threats in Beauty, Fashion, FMCG and Luxury. A Benchmarking Report

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1 Global ecommerce Expansion: Opportunities and Threats in Beauty, Fashion, FMCG and Luxury A Benchmarking Report

2 Executive Summary In a time of unprecedented growth in ecommerce, companies are increasingly competing over new opportunities in international markets. Establishing a new ecommerce presence, or expanding an existing one, is a considerable challenge. Successful implementation requires a large amount of technical skill, market knowledge, analytics as well as supply chain expertise. Where do the opportunities lie for retailers looking to expand? And to what extent do companies expect to seek external assistance for international expansion? In December and January of 2014/15 Worldwide Business Research and arvato surveyed industry executives in the Beauty, Luxury, Fashion and FMCG industries, focussing on international expansion trends in omni-channel ecommerce. The survey was completed by 93 industry executives with job titles including Head of ecommerce, Director ecommerce, Managing Director and Vice President of Digital Commerce this report presents the survey s findings. Headline Findings: Outsourcing trend: 50% to 52% of Luxury and Fashion businesses surveyed operate elements of their ecommerce business with outsourced services, contrasted with only 3 of the FCMG industry. Most outsourced service: Online Shop develoment & operations and online marketing were consistently named as the aspect of ecommerce most likely to be outsourced Luxury abroad: Nearly 2 of respondents in the luxury industry named China and the as key areas for growth in ecommerce sales in the next four years. Omni-channel operation: Europe is the region in which businesses are most likely to look for support of both B2C and multi-channel ecommerce. Global growth is an important topic for our clients. Entering quickly into new markets is somewhat of an ecommerce art form, but in many cases currently only localized services are providing the expected brand experience to end customers. That is where we come in. Niels Weithe, CEO, arvato Consumer Products 2

3 Q1: In which countries do you have an existing online presence? The UK was the number one marketplace among surveyed businesses across all four market segments. In fact, 100% of responding businesses in the beauty sector have an ecommerce presence there. The & were the second most popular markets with Spain, Denmark & also amongst the top ranked countries. This underlines a European focus in the ecommerce strategies of the businesses surveyed in this report across all four sectors. Beauty Q1 Beauty Fashion Q1 Fashion 46% 36% 100% Suisse 4 56% 56% 92% 32% Denmark 4 Netherlands Spain Italy 27% 27% 27% Sweden Finland Spain Italy FMCG Q1 FMCG Luxury Q1 Luxury Denmark Spain Netherlands Suisse Sweden 43% % 33% 33% 9 96% Denmark Italy 50% 507% 46% 46% 5 Market in focus: Population (2014): 322m / Currency: U.S. Dollar (USD) / GDP per capita (2014): 39,141 / Internet users (2014): 87% / Online buyers (2014): 208m / Online spend per customer p.a. (2014): Total Online Sales in bn 495 9% CAGR Sources: Internetlivestats, KPMG, emarketer, ITU, Webcertain e 2015e 2016e 2017e 2018e 2019e 2020e 3

4 Q2: Who currently operates your ecommerce Business? Between 40% & 62% of respondents keep their entire ecommerce business dependent upon the sector. A completely outsourced solution is very rare amongst responding businesses, however, up to half of respondents reported a mixed approach, with part of their operations, and part outsourced. This represents an opportunity for retailers to partner with third party solution providers to streamline their transition into new and emerging markets. FMCG Q2 FMCG Entirely Beauty Q2 Beauty Completely outsourced Partly 3 62% Partly 41% 5 Entirely Fashion Q2 Fashion Completely outsourced Luxury Q2 Luxury Entirely Partly 52% 4 Entirely Partly 50% 50% Outsourcing elements of the ecommerce business represents a significant opportunity for third party solution providers to assist in streamlining the transition into new and emerging markets. 4

5 Q3: Which services did you outsource? Overall the most popular areas for outsourcing were online marketing, website development and website operation indicating a clear skills gap in this area. The rapid growth in digital marketing, and development of the technology which surrounds it, means that large international retailers are looking to external experts to provide access to innovative new strategies in an attempt to get the edge on the competition. Financial services were most likely to be kept, likely due to business sensitivity. In many ways this result was a surprise, given that many retailers do, in fact, outsource these critical financial services. This is often due to a lack of the required skills available, and both the efficiency and ease of bringing in external expertise. Q3 Which services did you outsource? 7 Beauty Fashion 62% FMCG 50% Luxury 4 42% 39% 3 33% 31% % % 23% 11% 17% 13% 11% 17% 0% 0% Website Development (Online Shop) Website Operation (content management, feature adaption, bug fixing, KPI Reporting & Analysis, etc) Online Marketing (SEO, Affiliate Marketing, etc) Logistics and Fulfilment Customer Care / Call Centre Financial Service (Payment and Risk Management) Businesses were less likely to outsource services which affect the customer directly, as well as business sensitive financial services. However, retailers who struggle to find the necessary skills do still look externally for expertise in these areas. 5

6 Q4: In which countries are you interested for potential future global expansion and over what timeline? Interestingly, no businesses had clear expansion plans more than 4 years in the future. This may be an indication of caution in a fast-paced and rapidly changing market. Expansion plans across the four industries brought up familiar names, China and India amongst other emerging markets, which have demonstrated not only their taste for high-profile European and American goods, but also growth amongst middle class consumers with high purchasing power. The was also named as a popular market for international ecommerce expansion, likely due to its high-levels of familiarity and trust with ecommerce. Beauty Q4 Beauty Fashion Q4 Fashion 1 2 China 1 China 16% India 9% Japan 16% Russia India 16% Brazil 1-2 years [ ] 3-4 years [ ] 1-2 years [ ] 3-4 years [ ] FMCG Q4 FMCG Luxury Q4 Luxury Sweden 10% 1 China 16% Brazil 1 Singapore 10% Belgium UK China South Korea 1 1 Poland India Japan 1-2 years [ ] 3-4 years [ ] 1-2 years [ ] 3-4 years [ ] 6

7 Q5a: In which regions would you consider an outsourcing service provider to support the global expansion of your B2C ecommerce Business? The majority of respondents stated that they were not seeking a service provider at present. Of the regions respondents who would consider an outsourcing partner, Europe was the most popular choice of region, followed by Asia-pacific. Q5 In which regions would you consider 10% 7% 2% 0% 1% 1% Africa Asiapacific China Russia Europe Latin America North America Q5b: In these regions which key services would you look to outsource in support of your B2C ecommerce business? Online and affiliate marketing was the area in which most respondents reported that they would be interested in outsourcing. The least popular was financial services, further underlining a trend first identified earlier in this report. Q5.1 : In these regions which key services 39% 50% Online marketing again indicated as a key area in which business are looking for external support. 0% Financial Service 17% Customer Care/ Call Centre Logistics and Fulfilment Online Marketing 6% Website Operation 22% Website Development Market in focus: China Total Online Sales in bn Population (2014): 1.4 bn / Currency: Chinese Yuan Renminbi (CNY, ) / GDP per capita (2014): 4,842 / Internet users (2014) / Online buyers (2014) / 354m / Online spend per customer p.a. (2014): CAGR Sources: Internetlivestats, KPMG, emarketer, ITU, Webcertain e 2015e 2016e 2017e 2018e 2019e 2020e 7

8 Q6a: With regard to multi-channel solutions, in which regions would you consider an outsourcing service provider to support your multi-channel approach? In the multi-channel area, again, Europe and Asiapacific came out as the more preferable options for partnership with an outsourcing provider. Q6 With regard to multi-channel solutions Europe remains a key battleground for outsourcing service providers in multi-channel 1% 1% 2% 2% 1% Africa Asiapacific China Russia Europe Latin America North America Q6b: In these regions for which key services would you consider support for an outsourcing service provider for your multi-channel business? Q6.1 In these regions for which key services In regard to multi-channel respondents showed a mixed willingness to outsource, with on/offline customer care being the most likely service to outsource. Businesses want to keep their logistics and fulfillment cards close to their chest they are more likely to look for assistance with direct customer care. Operation of Centralised B2B/B2C inventory Online/offline customer care Order at store (online order at retail store Return at store (return handling at retail store) Click & collect (pick up at store) Ship from store (ship from retail store) 27% 36% 36% 36% 36% 5 8

9 Appendices Do you have an existing ecommerce presence? Do you have an existing ecommerce presence? 99% Yes 1% No In which country is your global headquarters? Beauty In which country is your global headquarters? BEAUTY Suisse Fashion In which country is your global headquarters? FASHION Sweden 90% 80% FMCG In which country is your global headquarters? FMCG Luxury In which country is your global headquarters? FASHION Italy Belgium 9% 90% 81% 9

10 About arvato Omni-channel retailing in fashion, beauty, luxury and other consumer-driven industries bears huge international growth potential for both established and new players. Having the right partner to manage the complexity at speed is key to success in these highly competitive industries. arvato has successfully helped leading consumer brands such as Tommy Hilfiger, Esprit, Nestlé, Douglas, Triumph and others to build and grow their ecommerce business internationally. With employees and 4.4 billion revenues, arvato is one of the globally leading outsourced service providers for supply chain management & ecommerce as well as call center, payment, IT and marketing services. Leveraging a global infrastructure of 110 fulfilment centers in 22 countries, call center seats for customer services with 30 languages and a global payment gateway covering all leading payment methods, arvato is in a unique position to support clients at their global growth strategy across B2C and B2B channels. This includes services & solutions in markets such as China or Russia where arvato runs significant domestic operations for logistics fulfilment, call center, payment and marketing for leading fashion, beauty & luxury brands such as Yves Rocher, L Oreal or Fossil. arvato s services span the complete ecommerce value chain: Implementation and operation of online-shops such as Demandware, Hybris or Magento, warehousing & transportation, domestic and cross-border, as well as financial services, customer service and digital marketing. arvato is a 100 % subsidiary of Bertelsmann SE & Co. KGaA. Contact: Michael Schröder An der Autobahn, Gütersloh; Tel :: +49 (0) Global Presence Global Experience & References Global logistics network with 50 million deliveries p.a. for fashion, beauty & luxury Global payment gateway & industry-leading risk management solution Customer services network with seats worldwide in 30+ languages Global online marketing team & leverage of Bertelsmann media network Special expertise with garments, fragrance In-house team with 450+ developers for shop platforms and multi-channel-solutions arvato s Service Portfolio Shop Development 10 Data Integration Digital Imaging Online Marketing ecommerce Operations Fulfilment & Logistics Customer Services Financial Services

11 About WBR Digital We are a team of content specialists, marketers, and advisors with a passion for powerful marketing. We believe in demand generation with a creative twist. We believe in the power of content to engage audiences. And we believe in campaigns that deliver results. With senior executives from medium-sized businesses and Fortune 1,000 companies attending more than 100 WBR events each year, we are uniquely positioned to energize your organization s marketing campaigns with a full array of services, including proprietary market research and analysis, custom digital events, webinars, and precisely-targeted demand generation activities. Demonstrate the thought-leadership of your organisation today by producing a benchmarking survey, whitepaper or webinar in partnership with WBR Digital. Visit: for more information Contact: Tanyel Ali Head of Digital Sales Tel: +44 (0) About etail etail is the place where retail decision makers want to go. We foster quality relationships between attendees, present content that solves your pain points, provide loads of networking opportunities, and keep a focus on delivering great customer service. Quality is first and foremost in our book. We launched etail in 1999, and have been dedicated to supporting the growth of the retail industry ever since. 11

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