How Hotel Chocolat deliver their customers individual ordering expectations. James Candy Business Development Director

Transcription

1 How Hotel Chocolat deliver their customers individual ordering expectations James Candy Business Development Director

2 SESSION Intro to Hotel Chocolat and Red Technology Hotel Chocolat s omni-channel vision How users wish to do business with Hotel Chocolat Challenges presented to both the platform and business systems Complex options simple UX! The Impact

3 INTRO One of the UK s leading omni-channel retailers. Luxury British chocolatier and cocoa grower 74 stores and cocoa café s across the UK and internationally Rabot Estate cocoa plantation in Saint Lucia Real hotel in the grounds of Rabot Estate, which is also home to the Boucan Restaurant and its pioneering menu of cacao cuisine Two NEW Restaurants opening in Borough Market, London and Leeds in November Multiple brands including The Chocolate Tasting Club, Rabot 1745, Roast + Conch, Cocoa Juvenate and Boucan Innovative multichannel ecommerce solutions for mid-large sized retailers, distributors and manufacturers The tradeit, ecommerce platform provides tremendous competitive advantage due to its combination of: Powerful promotions & advertising engine Flexible content management system Comprehensive order management system Multi-channel integration capabilities IT S ALL ABOUT THE COCOA!

4 HOTEL CHOCOLAT S OMNI-CHANNEL VISION Hotel Chocolat, wanted to launch a global digital web presence, bringing together all their brands, products and services under one roof. Integration of their physical stores with their website had to be seamless, so that customers received the same experience at any touch point, whether at home, in-store or on the move. Gain competitive advantage by matching user ordering expectations.

5 HOTEL CHOCOLAT CUSTOMER From a single order! Anonymously (for Valentine s Day)

6 THE CHALLENGES Single recipient traditional ecommerce One user One recipient One; tax, shipping, promotion One user record / history Single User Single Order Single Recipient

7 THE CHALLENGES Multiple recipients - the new challenge One user Multiple recipients Multiple sets of tax, shipping, promotions One to many user records / history UK Delivery USA Delivery Multiple Recipients / Orders Single User Single Order UK Channel Islands Delivery Collect in store

8 THE CHALLENGES Multiple recipients - Shipping UK International User Collection Free Shipping UK Standard US/International UK Delivery USA Delivery Multiple Recipients / Orders Single User Single Order Channel Islands UK Channel Islands Delivery Collection - FOC Collect in store

9 THE CHALLENGES Multiple recipients - Promotions What orders are discounts applied to Who gets free gift Impacts on returns Free gift Free gift on > 50 orders Spend 100 get 10 off 2.50 off UK Delivery 2.50 off USA Delivery Multiple Recipients / Orders Single User Single Order 2.50 off UK Channel Islands Delivery 2.50 off Collect in store

10 THE CHALLENGES Multiple recipients - Tax Net or Gross Pricing Multiple recipients / countries Multiple tax points 20% tax UK Delivery 0% tax USA Delivery Multiple Recipients / Orders Single User Single Order 0% tax UK Channel Islands Delivery 20% tax Collect in store

11 THE CHALLENGES Multi-gift Gifter s Invoice Gift wrap/message per item Defined delivery date Anonymous Delivery Recipient Review Gifter s Despatch

12 THE CHALLENGES Web to store Click & Collect/Click & Reserve Check Store Stock

13 OTHER CHALLENGES Multiple recipients Multi-warehouse Returns

14 COMPLEX OPTIONS SIMPLE UX Customer experience Business Systems & Platform

15 USER EXPERIENCE KEY TO ITS SUCCESS

16 SPLIT DELIVERIES Straightforward checkout process with icons to show which delivery options, including Click & Collect, are available for each item.

17 SPLIT DELIVERIES Use Split delivery option to send items to different addresses, or collect in-store using Click & Collect. DEFAULT SPLITTING Order split into two automatically because one of the four items is not available until (PRE ORDER)

18 SPLIT DELIVERIES Choose from worldwide delivery or Collect from store option, on an item level. Store finder uses postcode and town/city to find nearest available store for collection.

19 SPLIT DELIVERIES Items now grouped by same delivery address, including in-store. Out of stock item remains separate even though delivery address (Oxford store) is the same as item below, so items can be collected as soon as they are available.

20 GIFTING Use More gift options button to add gifting (including messages and bagging) on an Gifting item level. can be assigned to all items within a group, but can also be split to individual items, even within the same group.

21 GIFTING Items within the group are now split Add for messaging individual on gift a line messages item by and selecting bagging. the gift Delivery card option, arrival dates as or well anonymous as specifying sending the delivery can also be arrival applied date. to each item separately.

22 STOCK CHECKER Customers can check stock levels at individual stores for all items before making trips to store.

23 STORE LOCATOR GEOIP automatically detects your local store but you can search any store you like and save it as your preferred location.

24 THE IMPACT Sites went live February 2013 August 2013 vs August 2012 Revenue up by 37.24% Conversion up by 47.7% to 5.57% Average Order Value up by 18.51% Visits up by 15.8% Bounce Rate down by 17%

25 Q&A To talk in more depth about similar challenges that you may be facing or find out more about the Hotel Chocolat project visit us on Stand 14 where we will also be joined by Matt Keyes from Hotel Chocolat. Join Red s newsletter & seminar programme info@redtechnology.com THE COMPANY WE KEEP