Pascal Clausse Vice President Global Retail Amer Sports Shopping experience: evolution ou Revolution?
History of the shopping experience Retail 1.0 Retail 2.0 Retail 3.0 SUPPLYERS RETAILERS CONSUMERS
Digital has changed consumer behaviour MORE CHOICE MORE AND MORE DEMANDING MORE VOLATILE GREATER EXPERTISE INCREASED INFLUENCE ON OWN COMMUNITY INFLUENCED BY VERTICAL COMMUNITIES
The Consumer Revolution: the digitally empowered consumer expects to interact with Corporations in multiple new ways, often simultaneously: - engaging in a discussion with brand owners - providing feedback directly on products & services - sharing their views directly with other consumers - expecting personalized treatment based on individual needs - expecting instant attention to questions, concerns & interests.
Seamless Shopping experience
Omni-channel: Anytime, Anywhere, Anyhow Source: PWC: Multi-channel buying behaviour
The omni-channel consumer Omni-channel consumers: omni-channel shoppers are spending x2 more than mono-channel shoppers.
Omni-channel Retailing: Integration on-line & off-line
e-commerce growth everywhere Cliquez pour modifier les styles du texte du masque
USA Mix by channel in sport industry 2010 2011 2012 2013 2014 First Time the On-line Channel beat any other channel: E-Com represents 25% of the sporting goods distribution in USA
Traditional retailers under pressure
New Retail generation
Box Park, East London
Customization: Nike id
Customization: Nike id
Nike: digital store concept
Nike: digital store concept
Nike: digital store concept
Nike: Factory Outlets USA
Digital in-store: adiverse adidas virtual wall
The Teamlab hanger: adidas Source Les Marchands
Reebok cafe,tokyo
Pro direct: digital store (test in London)
Pro direct: digital store concept
Pro direct: digital store concept
Pro direct: digital store concept
Pro direct: digital store concept
Pro direct: digital store concept
Burberry
Burberry
Customization: Converse
Customization: Timberland
No more fitting rooms? Augmented reality at John Levis Interactive fitting room
Payment Mobile check-outs
Web to store: adidas Cliquez pour modifier les styles du texte du masque Source Les Marchands
Store to web Source Les Marchands
New concept & format: Marks & Spencer Source Les Marchands
Physical virtual stores: Tesco
Physical virtual stores: Tesco in tube station
QR codes: John Lewis QR codes to download videos, catalogs & buy eg John Lewis launched a virtual shopping wall in a shop window to buy its 30 best sellers via QR codes
Diesel Cross-channel strategy Diesel
Facebook.boutique (f.commerce)
You Tique (YouTube boutique) French connection
New concept & format: smaller but bigger Click & collect
Peugeot RCZ Cross-channel strategy
Pure players need stores: eg ebay
Pure players need stores: eg ebay
Pure players need stores:eg Bonobos
So what: Commerce transformation
Recap Retail 2020 1. Consumers are gaining power 2. Traditional retailers will loosen their grip 3. Manufacturers will strike back 4. Consumers will be armed 5. Omni-channels will converge 6. Digital natives will be less forgiving 7. On-line goldrush will gain momentum 8. Personnalization is the key to consumer buy-in 9. Service will be the main differentiator 10. Retail space will be less about sales and more about showcasing
A new shopping experience Cliquez pour modifier les styles du texte du masque Source Les Marchands
Commerce transformation: The end of physical store? not at all: store has become just one component of a seamless shopping experience that integrates the physical, on-line & mobile elements that touch the consumer. Retail is story telling: need to tell both history & innovation, it is a conversation needs to provide emotional Experience: connect emotionally not transactionally only. Include Community space in the store. But 1/3 of stores will disappear in the next 5 years
Commerce transformation: The future role of the stores Source: Deloitte s store 3.0 survey
Commerce transformation:
Mobility will play a bigger role Cliquez pour modifier les styles du texte du masque
Brand stores Parner stores Factory Outlets E-Commerce Mobile shopping.. From Multi-channel to Omni-channel Front-office Back-office Key role of IT: accurate real time & central data base across channels Supply transformation: more products delivered at home, return management, in-store pick up Need to reinvent new business models & drive change
New Retail imperative: strong management of digital assets Cliquez pour modifier les styles du texte du masque
The 360 Shopping Experience
Change management: The challenge: speed of change! it is all about people! Nordstrom CEO
Retail 3.0 in the sport industry???
Pascal Clausse pascal.clausse@amersports.com