Planning for Europe. Tony Stockil, CEO, Javelin Group. ecommerce Futures, 5 th February 2014

Transcription

1 Planning for Europe Tony Stockil, CEO, Javelin Group ecommerce Futures, 5 th February 2014

2 Javelin Group: planning & implementing omni-channel transformation people focused on omni-channel strategies and transformation Vertical specialists combining skills in Strategy, Operations and Technology 50% of our work in UK, 50% across rest of world Plan & help execute omni-channel retail for world class clients all over the world Javelin Group scope Strategy & org. Operations Technology Stores MCR ecom. Centre ecom %

3 ecommerce has come of age in western markets, but more to come 3 B2C e-retail penetration (% share of retail sales) excl. tickets, travel & C2C ( ) 6-11% today % 10% <2% N. America & N.W. Europe Central/Southern Europe & developed Far East BRIC, Turkey etc. Source: Javelin Group, emarketer, Forrester Channel shift

4 ecommerce/multi-channel continues to grow, but in a static market 4 UK Non-Food Retail Sales (all channels) ( bn) Little or no top-line growth Store only Store only Store only Store only Online to home Research online, buy instore Online to home Research online, buy instore Online to home Research online, buy instore C&Collect Online to home % 28% of NF sales online by 2018 Source: Javelin Group analysis UK/US retailers

5 Many US and UK store retailers now take >15% of their sales online (not so in rest of EU) 5 ecommerce share of sales among large store-based retailers (US & UK), last reported Next Argos John Lewis US retailers UK retailers Urban Outfitters Saks Musician s Friend Neiman Marcus Abercrombie House of Fraser Debenhams New Arcadia Look Disney Matalan Dixons Foot Locker Ralph Lauren M&S Victoria s Secret Nordstrom Toys R Us GAP JCPenney Macy s Total Sales ($bn) Source: Internet Retailer UK store sales

6 As in the USA, UK store traffic is declining 6 % Change in non-food retail sales, constant terms (2009 = 100) Store sales only -30% by Source: ONS Retail Statistics, Javelin Group analysis 2013 forecast &quote from Centre for Retail Studies Transform

7 Transform or perish 6 stratrgies

8 How to compete? 8 1 Better offer More proprietary Wider assortment, newer/faster Better-priced ( web pricing ) 5 International 6 Better organised Digital at heart of the business 2 Better branded & promoted Famous for Front of mind, remembered Stronger digital footprint More customer-oriented Faster & more innovative 4 More efficient 3 More convenient, better exp. More choices: all channels, joined up Better formats & estate Inspiring presentation Better service, availability and delivery Ready? Where? How?

9 International retail: where and how? 9 Are we ready for international? Offer Bandwidth Patience Brand Resources Focus Country scoring factors

10 International retail: where and how? 10 Are we ready for international? Where should we go first? Offer Brand Country scoring factors

11 International retail: where and how? 11 Are we ready for international? Where should we go first? With which business model? Unlocalised ecommerce Localised ecommerce Franchise stores Flagship (own) store/s ecommerce Chain of (own) stores Country scoring factors

12 Country selection criteria 12 Population characteristics ecommerce penetration International brand presence Language Regulations & taxes $ Currency Disposable income Fashion spend Logistics / fulfilment Competitive environment Payment preferences Pop n & ecom %

13 Country selection criteria 13 Online market maturity & scale Online market maturity & scale Fulfilment complexity Fulfilment complexity Ease of implementation Ease of implementation Cultural fit Cultural fit Competition Competition Category Category Example factors Example factors Total ecommerce sales Total ecommerce sales Local infrastructure, returns % Local infrastructure, returns % Language, payment methods Language, payment methods Acceptance of foreign retailers Acceptance of foreign retailers Strength of local players Strength of local players Pop n & ecom %

14 Market size and ecommerce penetration 14 UK is EU s largest ecom market Largest markets (m pop) ecommerce penetration Followed by DE and FR But NL and SE have high ecom % 11% ES & IT = big, but low ecom% 5-8% % <2% ASOS, Zalando

15 ASOS & Zalando 15 ASOS: 770m (8/13) (+40%), 8% ROS Zalando: 2bn (12/13 est.) (+70%), -6% ROS ASOS Int l sales

16 ASOS international growth 16 ASOS sales by territory (year ending September 30 th ) 770m 485m m sales RoW USA EU Int l RoW USA EU Int l UK Int l UK Int l UK Int l UK UK UK 285m f ASOS heatmap

17 ASOS s global traffic footprint 17 Cities sending traffic to ASOS in Feb 2013 ASOS strategy

18 ASOS international strategy 18 Step 1: Strategic prioritisation of markets Step 2: Appropriate tactics across each of the markets 9. Dedicated product Strategic UK USA France Germany Tactical Australia, Brazil, China, Denmark, India, Ireland, Italy, Japan, Netherlands, Norway, Russia, South Korea, Spain, Sweden Rest of the World 8. Offline marketing 7. Local language sites 6. Customer care in local language 5. In-country returns 4. Re-invest in lowering cost of delivery and returns 3. PR / Online digital marketing 2. Payment methods 1. Delivery options Payment methods

19 Payment methods vary % 90% Other CoD 80% 70% 60% 50% 40% 30% 20% 10% Credit & debit card ewallet Online bank transfer Invoice Offline bank transfer ELV Direct debit 0% USA Denmark France UK Sweden Germany US DK FR Credit & debit cards Paypal/eWallets ELV (Direct Debit) Offline bank transfer Online bank transfer Invoice Cash on delivery Other (e.g. gift card) UK SE DE Typical proposition summary

20 Typical proposition summary 20 Area Site localisation Range Content & UE Pricing & promotions Payment methods Currency Delivery Returns Customer service Multi-channel Proposed proposition Localised sites Offer full range German, Dutch, French language Consistent pricing across -zone (H&M, Zara, C&A = one price) Invoice, online bank transfer and credit / debit card options Euro, sterling, other Standard in 3-5 days for 4.95, Express in 1-2 days for 9.95 Returns within 35 days to local address, paid by customer But free returns in DE (watch also NL) Local rate line for all countries, Mon-Fri 8-8, Sat 8-5 Offer returns to store and click & collect Relative economics

21 Economics can vary widely by country 21 DE NL Gross basket (excl. VAT) Return % 50% 25% Net basket Conversion 3% 2% Net revenue pr. 100 visitors Warehousing, pick & pack Equal Equal Distribution cost Low Medium Shipping income Free Free Return processing cost Low Medium Return shipping income Free Free Net margin per 100 visitors High Mid Illustrative strategy

22 Example localisation plan SE 22 Decision Point Strategic Markets Secondary Markets Tertiary Markets Product & Price Depth & Width Price Duties Full International Range Local currency Paid (non EU) Fulfillment Delivery Shipping Fees Returns Policy Std + exp d Free Free Std Free (min. order qty) Fee except NL & DE Website & Merchandising Website Merchandising Checkout/payment Local website Localisation possible Local payment options International Shared Shared Customer Service Languages Availability Local language & phone English & phone KSFs

23 Key success factors 23 Make this a strategic decision: CEO involvement throughout Plan diligently and clearly identify priority markets Put someone in charge, with full time responsibility Localise marketing/pr/social and build the brand Set realistic and well-informed targets/kpis Invest adequately and have patience Benchmarking

24 24 Benchmarking? End

25 Thank you If you would like a copy, please me at tony@ jav.co.uk Office Mobile