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Pascal Clausse
Vice President
Global Retail Amer Sports
Shopping experience:
evolution ou Revolution ?
History of the shopping experience
Retail 1.0
Retail 2.0
SUPPLYERS
RETAILERS
Retail 3.0
CONSUMERS
Digital has changed consumer behaviour
MORE CHOICE
MORE VOLATILE
INCREASED INFLUENCE
ON OWN COMMUNITY
MORE AND MORE DEMANDING
GREATER EXPERTISE
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:
x2 more than
omni-channel shoppers are spending
mono-channel shoppers.
Omni-channel Retailing:
Integration on-line & off-line
e-Commerce growth everywhere
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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
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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
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Consumers are gaining power
Traditional retailers will loosen their grip
Manufacturers will strike back
Consumers will be armed
Omni-channels will converge
Digital natives will be less forgiving
On-line ‘goldrush’ will gain momentum
Personnalization is the key to consumer buy-in
Service will be the main differentiator
Retail space will be less about sales and more about
showcasing
A new shopping experience
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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
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Mobile shopping..
E-Commerce
Factory Outlets
Parner stores
Brand stores
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
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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
[email protected]