omnichannel retail. · the áreas of marketing and managment ... desglose de mhe omnichannel retail...

Omnichannel Retail.

Perception and Reality

Madrid 7 de Abril 2016 www.mheconsumer.com

http://www.mheconsumer.com/

• At present, the área where the omnichannel has a biggest impact is

clearly that of marketing, and more concretely to propitiate a

dynamism in shop, pricing and promotions.

• In the nearest future (Next 18 Months), the chains express his priority to

achieve a biggest impact of the omnichannel in more operative áreas as

management/organization and relative to the experience of the

client.

• The chains with better results were prioritizing his relative efforts facing

the nearest future (With regard to that they obtain worse results) in:

• Utilization of mobile devices on the part of the employees in shop

• Generation and utilization of contents of marketing elaborated by

the own user

• The sector of Hypermarkets / supermarkets will put more emphasis in

the áreas of marketing and managment

Conclusions polls chains.Spain

Profile polled- Methodology

• MHE has realized a study on the impact that has the activity Omnichannel in 76

chains, both national and international, that form a part of the following sectors

(Clothing & Accessories, Hypermarket/Supermarket, Leisure, Home,

Miscellaneous)

• It was asked to indicate the level of impact of the folowing activities

Omnichannel in his current business and wich was his forecast on the impact

that they would have to 18 months in 4 big rellevant áreas for the business

(Operations in shop, Experence of the client, Marketing, Organization/Metric)

• The study was carried out across an on-line questionnaire in December, 2015.

• Participants have qualified to the retailers in this study of the following way, in

function to the financial results obtained in the last 3 available exercises:

– Winners: Sales and Ebitda of the last 3 exercises have been positive

(TACC)

– Average: Sales or Ebitda of the last 3 exercises have been positive

– Laggards: Sales and Ebitda of the last 3 exercises have been negative

16%14%

28%

18%

42% 42%

52%57%

Operaciones entienda

Experiencia delcliente

Marketing Organización

Impacto Muy Alto o Alto Omnichannel

ACTUAL vs PREVISIÓN 18 MESES

ACTUAL PREVISIÓN 18 MESES

26 p.p.28 p.p.

24 p.p. 39 p.p.

Impact Omnichannel – Greater impact in the área of Organization

40

38

31

30

29

26

25

22

22

20

Organización comercial

Utilización de métricas/ratios específicos de…

Contenidos de marketing (UGC)

Wifi gratis en las tiendas

Utilización por parte de los empleados en…

Consulta online/móvil de stock disponible

Gestión del ciclo de vida del producto (PLM)

Click and collect

Comunicación en tienda

Dinamismo en tienda de acciones…

OR G

OR G

MKT

EXP

OPS

EXP

OPS

OPS

MKT

MKT

Diferencia entre Impacto Muy Alto y Alto

PREVISIÓN 18 MESES vs ACTUAL

Impact Omnichannel – Most raised up to level of mangement/organizational

Impact Omnichannel in Retail – Future

Impact Omnichannel in Retail – Winners vs Laggards

5,7

5,0

6,4

6,8

5,1

3,8

5,7

5,9

Operaciones en Tienda

Experiencia del Cliente

Marketing

Organización

Valoraciones Impacto Omnichannel - PREVISION 18

MESESWINNERS vs LAGGARDS

Winner Laggard

1,9

1,6

1,5

1,0

0,9

0,7

0,4

0,3

Utilización por parte de los empleados en tienda

de soportes online/móvil cara al cliente

Contenidos de marketing. Utilización de las

valoraciones, comentarios y visuales…

Wifi gratis en las tiendas

Utilización de métricas/ratios específicos de

omnichannel relevantes para el negocio

Posibilidad de consulta online/móvil de stock

disponible (para un producto concreto en…

Organización comercial. Funciones integradas

con el resto de actividades

Comunicación en tienda, información detallada

de producto, segmentaciones y ayudas para la…

Dinamismo en tienda de acciones

promocionales, pricing y eventos

OPS

MKT

EXP

ORG

EXP

ORG

MKT

MKT

Diferencia de Valoración por Atributo - PREVISIÓN 18 MESES

WINNERS vs LAGGARDS

• Great dispersión betweem the chains. Without homogeneity

• Gap “omnichannel” substantial VS other markets more digitized eg US

• Few chains offer visibility of the stock online real time. The client wants to

know if the product that wants is available

• The webs of the chains are optimized for the mobile experience (8 of every

10)

• Necessary to improve the comunication of the services Omnichannel in

shop. The client need to know: How, when and where it can buy

• Opportunity to offer free wifi in the shops, only avaliable in 2 of every 10

chains, tom improve the experience of the client and to obtain additional

sales

• Importance of the valuations and comments of the clients. Only 1 of every

10 retailers allows the search of products for valuations and 2 of every 10

to value and/or to do comments on the same ones

• To value a biggest implantation of sending and free returns of products:

experience vs margin

Conclusions Omnichannel Retail Index

What is?

• Detailed Benchmarking of more tan 140 chains in spain, both national and

international, all of them with activity Omnichannel including eCommerce.

Realized during March, 2016

• It copies the experience of the client along his itinerary of purchase across the

different channeles (online, mobile and physical shop).

• Representation of different sectors of the retail (Clothing (Clothing, Footwear &

Accessories, Home goods, Food, Health & Beauty, Leisure Goods, Other)

Sources

• Observation in shop

• Visiting webs (desktop/mobil)

• National Retail Federation (NRF)

• Google Developers

• website.grader.com (Hubspot)

Omnichannel Retail Index – Methodology

What has been analyzed?

Technical aspects of the

web page

Availability of stock

Experience multi-device/

platform

(inc. tienda)

Web and Mobile

experience of the user

80 articles group in 8 blocks

MarketingDelivery

Returns Attention to the client

199

171165 165

156150

Leisure goods Clothing Home goods Health &Beauty

Food Other

MHE Omnichannel Retail Index for Sector

Media

Omnichannel Retail Index – Ranking for sector

Omnichannel Retail Index – Ranking forsector and Block of activity

Fuente: MHE Omni Retail Index

SectorSite

performanceAvailability of

stock

Experiencemulti-device/

platform

Web and Mobile

experience of the user

Marketing Delivery ReturnAttention

to theclient

Leisure goods 24% 5% 10% 22% 6% 7% 9% 15%

Clothing 27% 3% 10% 19% 5% 8% 11% 17%

H & B 24% 5% 11% 22% 4% 12% 6% 18%

Home goods 26% 4% 10% 19% 5% 9% 9% 17%

Food 29% 0% 10% 16% 4% 16% 10% 14%

Other 28% 3% 9% 12% 6% 12% 11% 20%

TOTAL 27% 3% 10% 19% 5% 9% 10% 17%

163

181

Nacional Internacional

MHE Omnichannel Retail Index for Origin of the Chains

Media

Omnichannel Retail Index – Ranking forOrigin of the Chains

Omnichannel Retail Index – Breakdownfor Origin of the Chains

45

4

16

30

8

1518

28

47

7

19

36

9

1517

30

Desglose de MHE Omnichannel Retail Index por Origen de las Cadenas

Nacional Internacional


280271

256

236 234 231 230 226 225 224

TOP 10 MHE Omnichannel Retail

Omnichannel Retail Index – TOP 10

Omnichannel Retail Index – Breakdownfor Origin of the Chains


CadenaMHE Retail Omnichannel Index

Kiabi 280

Decathlon 271

Media Markt 256

Fnac 236

Desigual 234

El Corte Inglés 231

Norauto 230

Imaginarium 226

Massimo Dutti 225

Pull & Bear 224

Oysho 224

Adolfo Domínguez 224

Punto Roma 222

Druni 222

Carrefour 221

Boboli 221

Sprinter 220

Douglas 220

Nike 216

Stradivarius 216

Adidas 215

Foot Locker 214

The Phone House 212

Women'Secret 210

Casa del Libro 210

Salsa 209

Apple 207

Bershka 206

Mayoral 206

Swarovsky 202

SportZone 201

Kiwoko 201

Maison du Monde 198

Cortefiel 198

Ulanka 198

Decimas 198

Yves Rocher 196

Zara 193

Alcampo 193

Springfield 192

HOSS 190

Toys r Us 189

Mango 188

Movistar 188


Kiko 188

Textura 187

Worten 187

Maje 187

Casaviva 186

Levi's 186

Merkal 186

TOUS 186

Benetton 186

Zippy 185

Burberry 184

Disney Store 184

C&A 183

Parfois 182

Trucco 182

Fosco 182

Lanidor 181

Etam 180

Purificación García 179

Comptoir de cottoniers 178

Games Workshop 178

HUGO BOSS 178

Leroy Merlin 178

Orchestra 178

MaryPaz 178

Roselin 177

Lacoste 177

Roberto Verino 176

Festa 176

Paco Martínez 176

El Ganso 176

ScalperS 175

Neck & Neck 175

Tuc Tuc 173

Real Madrid 171

Aristocrazy 171

Jose Luis 170

Conforama 168

Claires 166

Sandro 166

Dia 165

Sfera 164


Jack & Jones 164

Hackett 164

Camino a Casa 163

Greenwich 163

Canada House 163

Eroski 160

Blanco 158

Inside 158

MAX MARA 157

Bimba & Lola 153

H&M 153

Oro Vivo 153

Shana 152

Lola Rey 152

Okaidi 152

Camper 151

Pepe Jeans 150

A loja do Gato Preto 149

Vision Lab 149

Bodybell 149

Gocco 145

Forum 140

Amichi 137

Tino González 136

Mit Mat Mamá 135

Natura 132

Muebles Rey 127

Boston 124

Charanga 124

Hipercor 124

Noctalia 119

Punto Blanco 118

Hakei 118

Pablosky 117

Sephora 117

Orange 114

Prenatal 112

Lladro 111

La Oca 109

Carlin 105

Hobby Zoo 104

Calzedonia 97

Merkamueble 96

Pronovias 88

Mercadona 84

18TH OCTOBER 78

Alain Afflelou Óptico 78

The Mint 77

Vips 76

Chicco 74

Accessorize 71

50

100

150

200

250

300

Kia

bi

Decath

lon

Desig

ual

El C

ort

e I

nglé

s

Massim

o D

utt

i

Adolfo D

om

ínguez

Pull &

Bear

Oysho

Punto

Rom

a

Boboli

Spri

nte

r

Str

adiv

arius

Adid

as

Wom

en'S

ecre

t

Sals

a

Bers

hka

Mayora

l

Sport

Zone

Cort

efiel

Decim

as

Zara

Spri

ngfield

HO

SS

Mango

Maje

Levi's

Benett

on

Zip

py

Burb

err

y

C&

A

Tru

cco

Lanid

or

Eta

m

Purificació

n G

arc

ía

Com

pto

ir d

e c

ott

onie

rs

HU

GO

BO

SS

Orc

hestr

a

Lacoste

Robert

o V

erino

Festa

El G

anso

Scalp

erS

Neck &

Neck

Tuc T

uc

Sandro

Sfe

ra

Hackett

Jack &

Jones

Canada H

ouse

Bla

nco

Insid

e

MAX M

ARA

Bim

ba &

Lola

H&

M

Shana

Okaid

i

Pepe J

eans

Gocco

Foru

m

Am

ichi

Mit M

at

Mam

á

Natu

ra

Bosto

n

Chara

nga

Punto

Bla

nco

Pre

nata

l

Pro

novia

s

18TH

OC

TO

BER

The M

int

Chic

co

MHE Omnichannel Retail Index - Clothing

Media

Omnichannel Retail Index – Ranking for Sector – Clothing


Omnichannel Retail Index – Ranking for Sector – Footwear & Accessories

0

50

100

150

200

250

MHE Omnichannel Retail Index - Footwear & Accessories

Media

0

50

100

150

200

250

300

MHE Omnichannel Retail Index - Home

Media

Omnichannel Retail Index – Ranking for Sector – Home


Omnichannel Retail Index – Ranking for Sector – Health & Beauty

0

50

100

150

200

250

MHE Omnichannel Retail Index - Health and Beauty

Media

0

50

100

150

200

250

MHE Omnichannel Retail Index - Food

Media

Omnichannel Retail Index – Ranking for Sector – Food


Omnichannel Retail Index – Ranking for Sector – Other

0

50

100

150

200

250

MHE Omnichannel Retail Index - Other

Media

46%

11%

0%

Visibilidad de stockonline en tiempo real

Disponibilidad de stockpor geo-localización

Búsqueda de productosen función de la

disponibilidad de stock

Disponibilidad de stock

TOP 5 Disponibilidad de Stock:

p Nike

p Decathlon

p Media Markt

p Worten

p The Phone House

Experience of the client– Availability of stock

Fuente: MHE Omni Retail Index y National Retail Federation 2015 (NRF)

Omnichannel Retail Index – Oportunity

15%

0%

USAEspaña

Busqueda de productos por su disponibilidad de stock

56%

49%

11%

7%

Sort facetednavigation

Autocompletar labúsqueda

Búsqueda porvaloraciones de

clientes

Comparador

Experiencia web: búsqueda y selección

54%

47%

36%

20%

18%

Compartir/Recomendar un producto

Wish list

Indicadores de"Exclusivo",

"Bestseller", "Solo…

Valoraciones/Ratings de clientes

Thresholdmessaging

Experiencia web: información de producto

p Kiabi p Decathlon

p Adidas p Disney Store

p Nike

TOP 5 experiencia Web-Móvil:

Experience of the client – Web and Mobile experience of the user



59%

11%

USAEspaña

Búsqueda por valoraciones de clientes

51%

20%

USAEspaña

Valoraciones/Ratings de clientes

47%

38%

18%

5%

5%

Click & Collect(BOPIS)

Opción de múltiplesdirecciones de envio

Envio gratuito

Opción de elecciónfranja horaria para la

entrega

Servicio de entrega enel mismo día

Entregas - Especificaciones

50%

33%

12%

5%

Compra en tienda yenvio a casa

Espaciofísico/Comunicación

específica en…

Entrega en lasinstalaciones de un

3º

Plazas de parkingespecíficas

dedicadas para…

Entregas - Ejecución

p Alcampo p El Corte Inglés

p Fnac p Kiabi

p Eroski

TOP 5 Entregas:


Operaciones – Delivery


50%

77%

España USA

Compra en tienda y envio a casa

18%

58%

España USA

Envio gratuito


83%

57%

41%

33%

22%

19%

Página web optimizada

Mantener cesta de lacompra en diferentes…

Uso de tarjeta regalo endiferentes canales

Comunicacón en tiendasobre servicios…

Posibilidad de recibir elticket de caja por mail

Wi-fi gratis en tienda

Experiencia de compra multi-dispositivo/plataforma

p Apple

p Casa del Libro

p Carrefour

p Kiabi

p Decathlon

TOP 5 Experiencia multi-

dispositivo:

Experience of the client – Experiencemulti-device/platform (inc. Shop)


81%

70%

46%

46%

Instruccionesdetalladas sobre las

condiciones de las…

Vendedores conocen

la operativa dedevolución

Compra online y

devolución en tienda(BORIS)

Devoluciones gratuitas

Devoluciones

p Decathlon

p Media Markt

p Norauto

p Massimo Dutti

p Pull & Bear

TOP 5 Devoluciones:

Operations – Returns

64%

43%

16%

7%

1%

FAQ´s

App propia

Chat en directo

Servicio "tellamamos"

FAQs reales de losusuarios

Atención al cliente -Operaciones

p Pull & Bear

p Swarovsky

p Lacoste

p Benetton

p Decathlon

TOP 5 Atención al cliente:

88%

88%

73%

64%

41%

25%

20%

Personal de tiendase ofrece para…

Formulario deatención al cliente

Guía detallada decompra online

Localizador detiendas en la…

Link a atención alcliente en la…

Número de atenciónal cliente gratuito…

Posibilidad depersonalizar…

Atención al cliente -Especificaciones

Omnichannel Retail Index – Attention to the client

Omnichannel Retail Index – Opportunity


25%

98%

España USA

Número de atención al cliente gratuito (900-)

p Cortefiel p Springfield

p Pepe Jeans p Decathlon

p The Phone House

TOP 5 Marketing:

67%

58%

43%

36%

17%

Venta cruzada ...."otros clientes

también compraron"

Petición del email entienda

Compatibilidad delprograma defidelización…

Alta en programas defidelización en tienda

Incentivo porporporcionar email

(online)

Marketing - Operaciones

18%

3%

3%

1%

UGC - Valoraciones ycomentarios

UGC - Imágenes

UGC - Uso en tienda

Personalización -Realidad Aumentada

Marketing - Contenido


Omnichannel Retail Index – Marketing

For more information to contact:

MHE ConsumerPaseo Castellana 141. Planta 828046 MadridTel: +34 91 734 27 82

[email protected]

www.mheconsumer.com

omnichannel retail. · the áreas of marketing and managment ... desglose de mhe omnichannel retail...

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