eShopper

eShopper
Index

Index
May 7th, 2014
#hivedata
@cbiget
@iventuresC

Digital
strategy
for
retail:
OmniChannel
iVentures Consulting 2014
1

eShopper

About us

Index

iVentures Consulting is a management consulting firm dedicated to

digital strategy, founded in 2005 and based in Paris and San Francisco
iVentures Consulting mainly works in the Fashion, Luxury, Cosmetics, Retail,
Travel, Media & Entertainment sectors

Digital Business strategy

Digital skill development

of top managers and
executives

Omnichannel and digital

strategy diagnosis and
definition
Organization, business
planning and road map
Business intelligence
Support to implementation

iVentures Consulting 2014

Training
Digital academy
Learning expeditions
Reverse mentoring

eShopper Index

Ranking & Analysis of

leading companies ECommerce performances all
along the customer journey

eShopper

Index

iVentures Consulting 2014

Today, the question is not to know WHERE

customers buy but HOW they buy

IN THE
PAST

Physical retail and E-Commerce

were two distinct experiences

TODAY

Retail 2.0: a unique & fluid

customer experience without
breaches

eShopper

What is eShopper Index?

Index

The only International Index to:

analyze & rank leading companies
E-Commerce performances all
along the customer journey
cover 13 sub-steps of the
customer journey through over
250 criteria
allow cross sector comparisons
through over 130 companies in 11
sectors all over the world

iVentures Consulting 2014

Website

Mobile

Social
platforms

Customer
services

CRM

OmniChannel

eShopper

2014 eShopper Index

13 sub-steps measured

Before
purchase

During
purchase

After
purchase

SEO/ SEM

Social Media

Sales Funnel

Communication
emails

iVentures Consulting 2014

Mobile

User Interface

Customer Service

Delivery & Package

Customer Account

Product Page

Newsletter

Return & Refund

OmniChannel

Index

eShopper

Overall Ranking of the 130 analyzed

companies

Index

1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
21
22
23
24
25
26
27

Zalando
Zappos
Amazon

Net A Porter
Gap
Lacoste
Fab
Nordstrom
Marks & Spencer
Ralph Lauren
Target
Sephora
Kate Spade
Harrods
Clinique
Sarenza
Bloomingdales
John Lewis
La Redoute
Fnac
Tory Burch
Clarins
Auchan
Adidas
Sears
Asos
H&M

28
29
30
31
32
33
34
35
36
37
38
39
40
41
42
43
44
45
46
47
48
49
50
51
52
53
54

Walmart
Nike
Macy's

Barnes & Noble

Yoox
Burberry
Este Lauder
Mytheresa
Gilt
Levi's
Justfab
Chanel
Hugo Boss
Tesco
Dcathlon
Createurs de Beaute
Bruneau
Bonobos
Yves Rocher
Avon
Puma
Selfridges
Tiffany & Co.
Celio
Mac
Marc Jacobs
Darty

iVentures Consulting 2014

55
56
57
58
59
60
61
62
63
64
65
66
67
68
69
70
71
72
73
74
75
76
77
78
79
80
81

82
83
84
Louis Vuitton
85
Coach
86
Eveil & Jeux
87
Otto
88
Farfetch
89
Nasty Gal
90
Toys"R"us
91
Calvin Klein
92
Apple
93
Saks Fifth Avenue 94
Shopbop
95
Reebok
96
Tommy Hilfiger
97
L'Oral Paris
98
Best Buy
99
Pixmania
100
Staples
101
Topshop
102
Esprit
103
American Apparel 104
Barneys
105
Costco
106
Vestiaire Collective 107
Moda Operandi
108
Thierry Mugler
Zara
Benefit Cosmetics

109 YSL
110 Columbia
111 Nespresso
Guerlain
112 Boulanger
Baccarat
113 Sainsbury's
Hermes
114 Fresh
Neiman Marcus
115 Safeway
SFR
116 Guess
DKNY
117 Dior Parfums
Next
118 Homebase
Longchamp
119 Giorgio Armani
Neutrogena
120 Bouygues Telecom
Gucci
121 Orange
Marionnaud
122 3 Suisses
Dell
123 Dolce & Gabbana
Argos
124 AT&T
J. Crew
125 Sprint
Nine West
126 Prada
Carphone Warehouse 127 Vodafone
Swarovski
128 T-Mobile
Lancome
129 Ikea
Office Depot
130 O2
Very
VentePrivee
Quicksilver
Carrefour
Verizon
Nocibe
Michael Kors
Ruelala

eShopper

Executive summary
What the Top 20 says

Index

The best bricks & clicks have

caught up and even surpassed the
pure players:

TOP 20
1

11

12

13

14

15

16

Fashion: 50% of the Top 20 for 31% of all

analyzed companies

17

18

Only 1 company in luxury and 2 in perfume

and cosmetics

19

Multi-sector: 25% of the top 20 for only 10%

of analyzed companies

10

20

iVentures Consulting 2014

75% of the top 20, and 79% of all analyzed

companies

The Fashion sector emerges as the

winner followed by the Multi-sector
players

The performance of European

companies is neither better nor worse
than that of American companies

eShopper

OmniChannel ranking

Index

OmniChannel Top 10
1

50% are European, 50% American

2
3
4

80% are retailers/ 20% are brands

5
6
7

60% are in Consumer

Electronics and multi-sector

8
9
10

iVentures Consulting 2014

eShopper

OMNICHANNEL
Key figures

Index
% of players with stores or showrooms that
set up at least one OmniChannel service*

Minimum one main

omnichannel service

31%

No omnichanel
services
69%

* At least Pick-up in store or Return in store or Connected device(s) in store

iVentures Consulting 2014

eShopper

OMNICHANNEL
Key figures

Index
Main OmniChannel services implemented
60%

54%

40%

40%

36%

36%
25%

20%

20%

0%

18%
6%
3%

iVentures Consulting 2014

10

eShopper

OMNICHANNEL
Key figures

Index
Main OmniChannel services implemented by region

70%

63%

60%
50%

46%

48%

40%
30%

37%
30%

20%

36% 36%

36%
26%

25%

23%
17%

10%

17% 18%
13%

0%

USA
0%

iVentures Consulting 2014

11

2%4%

EUROPE

eShopper

OMNICHANNEL
Key figures

Index
Pick up in store vs Return in store by sector

100%
90%
80%
70%

100%

80%

100%

100%

100%
89%

83%
75%
64%

67%

67%

60%
50%
40%
30%

67%

50%
32%

50%

37%

10%

29%

16%

0%

iVentures Consulting 2014

40%

33%

20%

8%

12

54%

14%

20%

Pick up in store
Return in store

eShopper

Index

OMNICHANNEL
Observations, Benefits and Recommendations

Observations:

Benefits:

Companies with physical and online presence should implement a clear

OmniChanel strategy all along eShopper journey to leverage their presence
and benefit from competitive advantages

Increase quality of the customer experience

OmniChanel strategy will benefit to both the eStore and physical

stores through driving traffic, increase frequency of contact, and
maximise customer intimacy

Give new reason to go to stores

Increase sales
Differentiate from other brands
Build customer loyalty

The challenge is to implement the process and train sales staff to

respond to customer expectation by providing digital experience

BASICS
Buy online and pick up products
in store
Exchange or return products in
store
Check products availability in
physical store from website
Scan barcodes and QR Codes
for more information about
product (Product Page,
comments,..)
Localize the nearest store from
mobile app
iVentures Consulting 2014

DIFFERENCIATORS
Book an appointment in store from the site or mobile
for advices
Reserve product through website to pick up in
physical store (without purchase)
Find coupons and deals on the website/social pages
to use in physical store
Use tablet in store to customize product from
website
Use tablet in store to browse catalogue and order
product for a delivery at home
Use the mobile application in store for calling a sales
staff, checking availability of product,..
Receive deals when near to the store through
mobile application
Localize the nearest store from mobile app

13

GOODIES
Call Customer Service from
mobile app
Try product in store through
an interactive mirror
(Fashion)

eShopper

OMNICHANNEL
Best Practices

Index

MACYS
RICH AND COMPLETE OMNICHANNEL EXPERIENCE
Online experience

Check the availability of product in physical store

Book an appointment for exclusive advices

Coupons available online and in-store

In-store experience

Pick up a product ordered online

Return a product ordered online

Scan barcodes and QR codes for more information

about products or promotions

Use the mobile application in store for deals and

promotions

Use tablets in store to check availability of products

(with sales staff)

iVentures Consulting 2014

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eShopper

OMNICHANNEL
Best Practices

Index

DARTY
DIGITAL SHOPPING EXPERIENCE IN STORE
Online experience

Check the availability of product in physical store

In-store experience

Scan a product in store for more information through mobile

app (bar code and QR code)

Pick up a product ordered online (4hrs after purchase)

Return a product ordered online

Free wi-fi to avoid 3G/4G issues with mobile

Use the touch screen in store to browse products or to call

someone from the sales staff for help

Call the After sales service for help from the mobile app

iVentures Consulting 2014

15

eShopper

OMNICHANNEL
Best Practices

Index

BURBERRY
IMMERSIVE BRAND EXPERIENCE COMBINING THE
BEST OF ONLINE & OFFLINE ENVIRONNEMENT
Combination of online and offline environments:
Burberry.com and Burberrys stores
Online experience

Possibility to book an appointment for shopping advice

In-store experience (London flagship)

Presence of personalized screens through interactive

mirrors.

Possibility to manipulate reality by experiencing

products physically and virtually at the same time

Shop through a connected tablet with sales staff help

Watch through tablet how each product is made

Presence of a digital wall pulsating with content,

alternating between live runway feeds, audiovisual
content, mirrors and ads
iVentures Consulting 2014

16

eShopper

OMNICHANNEL
Best Practices

Index

JOHN LEWIS
VIRTUAL SHOPPING AND MIRROR FOR A NEW
EXPERIENCE
Possibility to:

Try products through virtual mirrors. Customers can

create complete outfits selected from johnlewis.com.
This makes the shopping experience more enjoyable by
letting customers see how they look without getting
undressed

Purchase by scanning QR codes of products displayed

on the shop window and buy these from the mobile
website

iVentures Consulting 2014

17

eShopper

OMNICHANNEL
Best Practices

Index

TOPSHOP
ONLINE AND OFFLINE OMNICHANNEL EXPERIENCE
Online experience

Book a free appointment with a stylist in store

In-store experience

Pick up a product ordered online

Return a product ordered online

Scan product barcodes in store to save to Notebook,

share with friends, or check stock in another store

Scan Topshop QR codes for exclusive content

iVentures Consulting 2014

18

eShopper

OMNICHANNEL
Best Practices

Index

AMERICAN APPAREL
MOBILE EXPERIENCE IN STORE

Receive deals, offers and product notifications walking

into any American apparel retail store with the mobile
application

Augmented reality experience by scanning images and

product barcodes around the store to see full outfits,
color lines, videos, slideshows, and ways to wear then
share favorites with friends

Access to LeClub account at retail stores for a faster

shopping experience, all while acquiring loyalty points

iVentures Consulting 2014

19

eShopper

Contacts

Index
www.iventures-consulting.com
@iventuresC

PARIS OFFICE

SAN FRANCISCO OFFICE

Christophe Biget
Partner
+33 1 70 08 06 60
christopheb@iventures-consulting.com

Aurelia Ammour
Partner
+1 (415) 315-9654
aureliaa@iventures-consulting.com

@cbiget

@aammour

iVentures Consulting 2014

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