reaching diverse populations across europe with a retail proposition

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The InternetRetailing Europe Top500

Reaching diverse populations across Europe with a retail proposition


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The Question

• Top500 overview

• Where they operate

• Language localisation

• Product display and

merchandising

How does one reach the diverse populations across Europe with a retail proposition?

• Email communication

• Customer service

• Omnichannel retail

• Servicing the order

• Innovation and the future


The Europe Top500 in a Nutshell

• Membership: The largest 500

• A performance index: “Retailcraft”

• Six areas or “dimensions”

• Seven reports (different topics) per year


“Footprint” Size

❖ Retail revenue – average €2.1 billion

❖ Ecommerce revenue – average €323 million

❖ Pageviews per annum – average 700 million

❖ Physical locations (stores) – average 400


The Largest 50 in Europe


The Largest 100 in Europe


The Largest Market

Percentage of the Top500 for which this country is the largest Footprint market


Where They Trade

Percentage of the Top500 operating in this country


The UK Top500 in the Single Market

The number of UK Top500 retailers with a significant presence (> €1m revenue p.a.) in this country

France 68

Germany 60

Spain 48

Italy 47

The Netherlands 46

Belgium 41


Market CompetitivenessAustria 1

Netherlands 2Germany 3

United Kingdom 4Italy 5

Belgium 6Greece 7

Norway 8Sweden 9

Denmark 10Switzerland 11

France 12

Spain 13Finland 14Poland 15

Slovakia 16Czech Republic 17Ireland (Rep.) 18

Latvia 19Hungary 20Portugal 21

Luxembourg 22Romania 23


Distribution: Multichannel vs. Online-only

Multichannel Online-only

Number in the Top500 415 85

Fraction with significant* trade in five or more member states

12% 13%

*Ecommerce revenue > €100,000 p.a.


The Largest 50 – Online-only Emboldened

Albert Heijn Deichmann JYSK Pull & BearAmazon Douglas Kik Rossman

Apple E.Leclerc Leroy Merlin Sainsbury’sArgos Eroski Lidl ScrewfixAsda Euronics M&S Spar

Auchan Expert Mango SportsDirect.comA.S. Adventure F&F Media Markt Tchibo

Bershka George at Asda Next TescoBoots H&M Nike TK MaxxC&A Iceland Otto United Colors of Benetton

Carrefour IKEA Pandora Yves RocherCoop IKKS Post Office Shop Zara

Decathlon Intersport


Most-trafficked Ecommerce Website for This Country (Online-only Emboldened)

Austria amazon.de*Belgium ebay.be*Bulgaria remix.bg

Switzerland zalando.chCyprus ikea.com.cy

Czech Republic alza.cz*Germany ebay.de*Denmark ikea.comEstonia euronics.ee*Spain amazon.es*

Finland hm.comFrance amazon.fr*

United Kingdom ebay.co.uk*Greece e-shop.gr*Croatia ikea.com

*marketplace retailers

Hungary hm.comRepublic of Ireland ebay.ie*

Iceland ikea.isItaly ebay.it*

Lithuania ikea.comLuxembourg zara.com

Latvia avon.lvMalta lidl.com.mt

Netherlands bol.comNorway komplett.noPoland allegro.pl*

Portugal fnac.ptRomania emag.ro*Sweden tradera.com*Slovenia mimovrste.com*Slovakia alza.sk*


Where and When Does Language Localisation Matter?

❖ 37 official languages in the EEA

❖ 310 (67%) of the Top500 trade in just one language

❖ 100 (20%) trade in at least four languages


Share of Localised Websites in a Non-Local Language

Non-local Language ShareFinland 38%

Denmark 29%Iceland 25%Sweden 23%Norway 22%

Czech Republic 20%Poland 20%

Germany 12%France 11%

United Kingdom 1%


Email’s Role

❖ Primary communication channel with customers

❖ Mostly on mobile devices

❖ Powerful with segmentation


Email Communication Study

❖ Emails from 25 retailers

❖ Panellists (consumers) in three countries

❖ Two months in early 2016

❖ 900,000 emails measured

internetretailing.net/ireu Study was run in collaboration with ReturnPath

-2.8%

29.9%

3.7%

-9.3%

2.8%

-5.6%-11.2%

-33.9%

2.2%

-17.2%

5.6%

1.7%

2.8% 1.7%

11.3%

-2.3%

6.1%

-4.2%

5.2%

-7.5%

-9.4%

Sunday Monday Tuesday Wednesday Thursday Friday Saturday

Email Open Rates: Day of the Week Sent(difference from the average)

Germany France United Kingdom


-1.9%

4.7%

-3.7%

13.1%14.4%

-1.7%

0.6%

-10.0%

1.9%

10.8%

-5.6% -6.1%

Pre-dawn (00:00-06:00) Morning (06:00-12:00) Afternoon (12:00-18:00) Night (18:00-24:00)

Email Open Rates: Time of the Day Sent(difference from the average)



-6.5%

3.9% 5.6%

0.0%2.8%

0.0%0.9%

-8.3% -7.5%


Email Open Rates: Use of Capitalisation(difference from the average)

Low Medium High


4.5% 5.0%

10.3%6.5%

-3.3%-6.1%

-9.3% -8.9%

-26.8%


Email Open Rates: Length of Subject Line(difference from the average)

Short Medium Long


0.0% 0.0% 0.5%

-5.6%

0.0%

-3.3%

-6.0%

-4.0%

-2.0%

0.0%

2.0%

4.0%

6.0%Germany France United Kingdom

Email Open Rates: Using a Question(difference from the average)

No question Question


-0.9%

-5.6%

1.4%

3.7% 3.3%

-4.7%-6.0%

-4.0%

-2.0%

0.0%

2.0%

4.0%

6.0%Germany France United Kingdom

Email Open Rates: Using an Exclamation(difference from the average)

No exclamation Exclamation


Customer Service Response Times

(Email and Facebook)


Channels to the CustomerMost-prevalent in this country % of IREU 500 to offer the channel

Facebook Belgium 100%

Twitter Netherlands 100%

YouTube Poland 54%

Instagram Netherlands 38%

Google+ Italy 37%

Pinterest Netherlands 29%

Live Chat Sweden 14%

Email (not including submission form)

United Kingdom 11%

Blog United Kingdom 8%

LinkedIn Portugal 6%


Omnichannel Retail

❖ 32% of multichannel retailers in the Top500 offer return-to-store for ecommerce orders

❖ 52% of the Top500 offer click and collect


Knowing the Customer

❖ Personalising the shopping experience

❖ Identifying trends

❖ Predicting demand


Servicing the Order

❖ Delivering what was promised

❖ Adapting to the growing share of sales from ecommerce

❖ Innovating in line with customer expectations


The Fastest ‘Standard’ Delivery

The Top500’s average ‘standard’ delivery time in a country, in business days. Countries where fewer than 30 operate are not listed.


Countries with Highest Average Number of Fulfilment Options

United KingdomFrance

NorwayCzech Republic

SpainBelgiumGreece

GermanyItaly

Denmark


Avoiding Logistics Pitfalls

❖ Keep all parts of the business aware of the others activities and capabilities, resulting in over-selling, under-delivering, and missed opportunities

❖ Market only what can be delivered

❖ Identify bottle necks


Back to the Question

❖ Adaptability and experimentation

❖ Full multichannel – single view of customer and stock

To reach the diverse populations across Europe with a retail proposition:


Trends

❖ Expanded role for ecommerce ‘gate-keepers’

❖ Programmatic commerce

❖ Automation


Continuing Research

❖ Predictive Index

❖ Changing retail proposition

❖ Year-on-year change


The InternetRetailing Europe Top500

Reaching diverse populations across Europe with a retail proposition

reaching diverse populations across europe with a retail proposition

Data & Analytics