content: a brand's best friend (decoded fashion paris)

eShopper Index® 2015 Content, a Brand's Best Friend Paris - April 8th, 2015

C H R I S T O P H E B I G E T i V e n t u r e s C o n s u l t i n g Partner, eShopper Index Co-creator @cbiget @iVenturesC

Hashtag: #dfmeetup

Content, a brand’s best friend

About iVentures Consulting

iVentures Consulting is a management consulting firm dedicated to Digital Strategy & Transformation and E-Commerce & Omnichannel, founded in 2005 and based in Paris and San Francisco. iVentures Consulting mainly works in the Fashion, Luxury, Cosmetics, Retail, Travel, Media & Entertainment sectors

•  Omnichannel & digital audit and strategy definition

•  Organization, business planning and road map

•  Support to implementation

D I G I T A L B U S I N E S S S T R A T E G Y

•  Ranking & Analysis of leading companies’’ E-Commerce performances all along the customer journey

•  Deep dive analysis: E-Commerce & Omnichannel performances optimization

R E S E A R C H : E S H O P P E R I N D E X

•  Training

•  Digital academy

•  Reverse mentoring

D I G I T A L S K I L L D E V E L O P M E N T

M A I N C L I E N T S

Fashion & Luxury: Baccarat, Boucheron, Celine, Givenchy, Kering, LVMH Group, Loewe, Moet Hennessy, Vilebrequin Perfumes & Cosmetics: Feelunique.com, Lancôme, L’Oréal Paris, Paco Rabanne, Puig, Sephora, Yves Rocher Retail: Carrefour, Fnac, Truffaut Travel & Transport: Ada, Aéroport de Paris, Air France, Liligo.com. Voyages-sncf.com, SNCF Media & Entertainment: AFP, Curse.com, IsCool Entertainment, Le Monde, Micromania/ Gamestop Others: AGF, Alstom, Areva, BNP Paribas, EDF, GMF, Icade, Groupama, Saint Gobain, Suez, Total

© IVentures Consulting 2015 3

What is the E-Shopper Index? The E-Commerce reference Index based on the eShopper journey

Analyze and rank performances all along the customer journey (before, during and after purchase). 1

Cover 14 sub-steps of the customer journey through over 250 criteria. 2

Provide cross sector comparisons through over 111 American and European companies. 3

Identify best practices on all these sub-steps including online marketing and omnichannel. 4

ANALYZED CHANNELS

Website Mobile

Customer service Social platforms

THE ONLY INTERNATIONAL INDEX TO:

Omnichannel Online marketing

©iVentures Consulting 2015 4

An analysis all along the customer journey 250 criteria for 14 sub-steps: before, during and after the purchase

Social media Mobile User Interface Content marketing

Product page

Omnichannel Sales funnel Customer service Newsletter

Customer account

Communication emails

Delivery & package

Return & refund

Online marketing & personalization

BEFORE PURCHASE

DURING PURCHASE

AFTER PURCHASE

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For each analyzed player: •  We order several products and then send them back. •  We contact customer service through each possible channel (phone, mail, chat, click to call and social platforms). •  We analyze the customer journey through 250 criteria along 14 sub-steps.


Breakdown of the 111 players Strong focus on Fashion, Luxury and Perfumes & Cosmetics sectors

40%

19% 18%

14%

10% Others*

Multi-sector

Perfumes & Cosmetics

Luxury

Fashion

* Other sectors: Electronics, Books, Toys, Design & Furniture ©iVentures Consulting 2015 6

Top 20 Retailers are the winners. Brick & Clicks take their revenge

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Retailers tend to confirm their strengths over brands: •  All top 5 players are retailers (while there were 4

retailers and 1 brand in the 2014 eShopper Index ranking).

•  80% of the top 20 players are retailers (Vs. 48% of the total analyzed players). Only 20% of the top 20 players are brands. This 80/20 ratio was also observed in 2014.

Bricks and clicks tend to catch up over pure players: •  3 players in the top 5 are bricks & clicks (Only 1

brick & click in 2014). Zalando and Amazon (pure players) have left the Top 5.

•  65% of the top 20 players are bricks and clicks, 35% are pure players.

WHAT THE TOP 20 TELLS US

Fashion ranking 60% of the top 10 players are pure players


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Fashion ranking 60% of the top 10 players are pure players


Luxury ranking Among the top 10 players, 4 US and 4 UK companies


Luxury ranking

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Among the top 10 players, 4 US, 4 UK, 1 French companies


Perfumes & Cosmetics ranking Among the top 10, 30% US companies , 70% French companies


Perfumes & Cosmetics ranking

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Among the top 10, 30% US companies , 70% French companies


Content marketing is one of the key emerging trends in the eShopper Index 2015

•  Content marketing allows fashion, luxury and cosmetic brands to truly connect with their customers by:

-  inspiring them -  informing them -  guiding them to buy products


•  Content marketing is key to: -  increase brand awareness -  engage consumers -  generate eShop traffic & increase

conversion rate -  reinforce customer loyalty &

satisfaction



•  Content marketing has to: -  be related to brand’s DNA -  be consistent with brand’s online

physical and online communication as well as merchandising

-  stage and tell a story about products and collections

-  make products, collections or looks shoppable


Editorial & Tips section(s)

Magazine & blog


Inspirational images


91% 86%

40%

0%

20%

40%

60%

80%

100%

Fashion Luxury Perfumes & cosmetics

INSPIRATIONAL ACTIVITY ON E-COMMERCE SITE

Inspirational images creation (lifestyle, campaign, still life etc.) is a priority in Luxury and Fashion sectors to present and stage products and collections on home page and landing pages of E-Commerce sites

Source: eShopper Index 2015



Inspirational images Best practices



•  Content: staged product, highlighted looks •  Style: lifestyle, still life, campaign… •  Media: photos and videos •  Means: story telling, “shoppable” products, collections and

looks …

Best practices

Inspirational images Instagram & Pinterest are the best social platforms for Inspirational

95% 90%

80%

60%

80%

100%


BRAND’S INPIRATIONAL ACTIVITY ON INSTAGRAM



Inspirational images Instagram & Pinterest are the best social platforms for Inspirational

86% 67% 60%

0% 20% 40% 60% 80%

100%


BRAND’S INSPIRATIONAL ACTIVITY ON PINTEREST




57%

33%

75%

0%

20%

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60%

80%


EDITORIAL & TIPS SECTION(S) ON E-COMMERCE SITE

Perfumes & Cosmetics tend to prefer beauty tips & tricks sections on E-Commerce sites


Editorial & Tips section(s) Best practices


Editorial & Tips section(s) Best practices

•  Content: tips & tricks, tutorials, looks, new products/ new designers, editor’s picks, consultation module …

•  Media: articles, photos and videos •  Means: story telling, “shoppable” products, collection and

looks …



Magazine or blog

64% 62%

55%

40%

60%

80%


MAGAZINE ON E-COMMERCE SITE OR BLOG

Brand online magazine or blog is becoming a priority in Luxury and Fashion sectors. They are more and more embedded on the site



Magazine or blog Best practices


Magazine or blog Best practices

•  Content: tips & tricks, tutorials, looks, trends, new products/ new designers, editor’s picks, reports, fashion show, behind the scene, interviews, archives ...

•  Media: articles, photos and videos •  Means: story telling, “shoppable” products, collections and

looks, shoppable magazine …


Summary

Inspirational image

•  Content: staged product, highlighted looks •  Style: lifestyle, still life, campaign… •  Media: photos and videos •  Means: story telling, “shoppable” products, collections and looks …


•  Content: tips & tricks, tutorials, looks, new products/ new designers, editor’s picks, consultation module …

•  Media: articles, photos and videos •  Means: story telling, “shoppable” products, collections and looks …

Magazine & blog

•  Content: tips & tricks, tutorials, looks, trends, new products/ new designers, editor’s picks, reports, fashion show, behind the scene, interviews, archives ...

•  Media: articles, photos and videos •  Means: story telling, “shoppable” products, collections and looks,

shoppable magazine …

THANK YOU

www.iventures-consulting.com/eshopper-index [email protected]

To learn more about the eShopper Index

©iVentures Consulting 2015

C O N T A C T U S [email protected]

www.iventures-consulting.com/eshopper-index | www.facebook.com/IventuresConsulting | @iVenturesC

Paris

Christophe Biget Partner

+33 (0)1 70 08 06 60 @cbiget

7/11 rue de l’Yvette

75016 Paris

Aurelia Ammour Partner

+1 (415) 315-9654 @aammour

1714 Lombard Street

San Francisco CA 94123

San Francisco

30

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