Post on 22-Dec-2015
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WELCOME
TO ANNECY_ LA CLUSAZ
OAKLEY EMEA D2C CAMPUS // MEETING AGENDA TUESDAY-PRESENTATIONS + TEAM EVENT
8.30 : Opening / 2014 key successes / retail trends10.00 : Global retail update from our guests 10.30 : Break 10.45 : Digital update11.30 : Brand 2015 highlights 12.15 : Lunch 13.15: Optic Product 2015 highlights14.00 : AFA Product 2015 highlights14.30 : 2015 Retail assault take away15.30 : Break15.45 : Training16.30 : Day meeting end
17.30-22.30 : Team building event + dinner
WEDNESDAY-2015 ONE OBSESSION #LIVEYOURS 8.30 : 2015 D2C battle plan + GTM calendar9.30 : Workshops , 3-4 groups : stores’ 2015 Obsession plan12.00 Meeting closure
13.00 : Ski activity 20.00 : Award and Party // dress code : #live your obsession
THURSDAY -DEPARTURE
LET’S HAVE A QUICK
LOOK BACK AT OUR CONSISTENT
JOURNEY
2013 D2C CAMPUS // BERLIN
HUMAN TALENT SHOWROOMING
DIGITAL & MOBILE
SOCIAL MEDIA TAKE AWAYS :
2014 D2C CAMPUS // LONDON
TAKE AWAYS : Digital revolution is on its way
Oakley D2C is a Key Player
Oakley empowers people
We offer a premium seamless shopping experience
VIDEO Kyle
LONDON CG // BEST IN CLASS
INS IDE COVENT GARDEN STORE
LONDON CG // BEST IN CLASS
TARGETS€ 4,4 Millions £ 3.5 Millions$ 6 Millions
OBJECTIVEBuild an immersive shopping environment around our EW business and deliver a full brand experience, showcasing the best Oakley products and services
2014 RESULTS Sales : +7.8%EW : 2M€ , 29000 units OCP : 354K€, 5200 units RX : 116k€, 427 unitsCR : 7.3 / AVT 87€ / UPT : 1.7Tour de France Week end : 51k€, great retail mkg initiative
BEST IN CLASSOAKLEY LONDON
V I D E OCG
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D2CROAD MAP
& EXECUTION
D2C CHANNEL = 20% EMEA BUSINESS (20 Million Consumer Touch points)
1. DIGITAL REVOLUTION
2. RETAIL EXPANSION
3. STORES CONSOLIDATION
D2C 2014-15 // KEY SUCCESSES
NEW WEB PLATFORM OAKLEY.COM
An amazing newFlagship shop which is still work in progress ...
D2C 2014-15 // KEY SUCCESSES
TIER 1 O-STOREMunich, Germany160 smq in Sendlingerstrasse 13thOpening November 2015
TIER 2 PARTNER STOREBerlin, Germany90 smq in Mall of BerlinOpened last Friday
RETAIL EXPANSION
D2C 2014-15 // KEY SUCCESSES_MUNICH
D2C 2014-15 // KEY SUCCESSES
D2C 2014-15 // KEY SUCCESSES
2014 BRANDEDSPACES ROLL OUT4 STORES new/refited
2 PARTNERS new/refit
1 SHOW ROOM new
9 SIS new/refit
31 OEW new
D2C 2014-15 // KEY SUCCESSES
Retail is the only channel that has delivered Budget Targets in EMEA.
+7% COMP
+ 12% on GM
SALES PERFORMANCE
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2014IN REVIEW
2014 IN REVIEW
ICON REVENUES (k€) @2014 rates
2014 % VS 2013% VS BUDGET
2014
TOTAL D2C 18 238 -2.7% -12.4%
RETAIL STORES 9 997 +2.9% -2%
RETAIL STORES (comp)* 9 715 +6% flat
LONDON CG 2.824 +7% -4%
UK STORESO’s Bluewater/ V Cheshire
Oak2.185 +12% +12%
GERMAN/SWITZ STORESO’s Berlin & Hamburg + 4
Vaults + Puls5 4.706 +2% -3%
KPIs
ECOM 8 241 -2.5% -22.7%
UK 3 207** +13% n/aFRANCE 1 458** +4% n/a
ITALY 754** -4% n/aOthers 2 882** n/a n/a
2014 ECOMM KPIsH1 +17% < hybris launch > H2 -19% Traffic : 8.39MIL (+3% vs 2013)Conversion : 0.73 (+3%)Av Order Value : €143.56 (+11%)Cart Abandonment :76% (standard 50%)Bounce rate :33% (standard 60%)
Custom : 54% of EW / EW vs AFA :83% vs 17%
12.810 Million visitors 240K Consumers
2014 RETAIL KPIsTraffic :1.66M (-2% comp)Conversion : 9.2% (+2% comp)ATV: 66 euro (+6.5% comp)UPT : 1.8 ( -3% comp)
EW vs. AFA : 57/43 split, +5%/-12% (volume)Custom: +9% vs 2013, 16% Share of EWPolarized: +23% vs 2013, 46% ShareLifestyle incl. ICON: 62% of Total Apparel
ICON DOP K€ 2014 % of sales % VS 2013
ECOM 3 186 38.7% -18.4%
RETAIL STORES 947 9.8% flat
* 3 stores closure in 2013 ** In demand data
CUSTOMER CARE 2014 REVIEW
50.5kRECEIV
ED
CUSTOMER SATISFACTIO
N
88.9%
CALLS ANSWERED
CALLS EMAILS91.8k
ANSWERED WITHIN 24HRS
Q2
REVENUE
HANDLED
88% 96%
40% 96%
Q1
Q3
Q4
WARRANTY REVENUE€256.3kTELESALES - pre
Hybris
€200.8k
ORDERS - with voucher
€69.2k
TELESALES - post Hybris
€131.9k
AOV€178.0AOV€199.9
95.4%
PEOPLEA SOLID TEAM OF EXPERTS TO SUPPORT YOUR BUSINESSAND OUR GROWTH
PEOPLEA SOLID TEAM OF EXPERTS TO SUPPORT YOUR BUSINESSAND OUR GROWTH
D2C ORGANIZATION CHART Retail/Web &
D2C Thierry Verdejo
D2Cmerchandise
manager Anthony
Sloan
D2C A&A merchant
VACANT
Visual Merchandisin
g& retail mkg. Sanne
Rijneveld
Store DesignerAntonio Milani
Ops & inventory
coordinatorLouise Gerber
Retail sales manager
11 Stores
PARTNERSTORES
O&O STORES
Paolo Cimbri
Lux Retail
David Jeffery
Web& E Comm.
Chris Hammond
Web Merchandisin
gJasmine
Spalding
Digital Marketing
Patrick McCabe
Web Graphic Designer
Justin Pybus
D2C ORGANIZATION CHART Retail/Web & D2C
Thierry Verdejo
B2C Customer and Warranty
Care
Customer Care
SupervisorRonnie Loveridge
Customer Care Team
LeaderSam Hale
Customer Care English
Helen Winterson
Customer Care English – Back Office
(PT)Jack Musonda
Customer Care German
Zsuzanna Gal
Customer Care French
Hamza Saihyne
Customer Care Spanish
Victor Nunez
Customer Care French
Youssef Saihyne
Customer Care English
Kevin Cox
Customer Care German
Marcel Meder
Customer Care
Spanish/Italian/ French
Nuria Garcia
Customer Care
Italian/FrenchStefano Bottari
Customer Care English
Daniel Kenny
Customer Care Scando
Marie Fredriksson
Customer Care German
Claire Purcell
Mark Wilderspin
Customer Care Team
LeaderSamantha Hale
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GLOBALRETAIL
UPDATE
MARK HOWELL
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WELCOME TO ANNECY!
LA CLUSAZ
DAY 2
OAKLEY EMEA D2C CAMPUS // MEETING AGENDA TUESDAY-PRESENTATIONS + TEAM EVENT
8.30 : Opening / 2014 key successes / retail trends10.00 : Global retail update from our guests 10.30 : Break 10.45 : Digital update11.30 : Brand 2015 highlights 12.15 : Lunch 13.15: Optic Product 2015 highlights14.00 : AFA Product 2015 highlights14.30 : 2015 Retail assault take away15.30 : Break15.45 : Training16.30 : Day meeting end
17.30-22.30 : Team building event + dinner
WEDNESDAY-2015 ONE OBSESSION #LIVEYOURS 8.30 : 2015 D2C battle plan + GTM calendar9.30 : Workshops , 3-4 groups : stores’ 2015 Obsession plan12.00 Meeting closure
13.00 : Ski activity 20.00 : Award and Party // dress code : #live your obsession
THURSDAY -DEPARTURE
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2015LOOKING AHEAD
TARGETS KEY INITIATIVES
2015 MACRO CALENDAR
2015 TARGETS FULL YEARACTUAL YEAR TO DATE
2015 TARGETS
ICON REVENUES (k€) @2015 rates
2015 targets % vs 2014 Q1 ACTUAL
TOTAL D2C 21 544 +18% Flat
RETAIL STORES 11.146M*+11.5%
+7% comp+1%
-3.5% budget
LONDON CG 3.570 +20% -11%
UK STORESO’s Bluewater/ V Cheshire
Oak2 677 8% -3%
GERMAN/SWITZ STORESO’s Berlin & Hamburg + 4
Vaults + Puls5 4.899 +4% +1%
ECOM 10 398 +26.2% 1 911 (flat)
UK n/a n/a n/aFRANCE n/a n/a n/a
ITALY n/a n/a n/aOthers n/a n/a n/a
ICON DOP K€ 2015 targets % of sales Q1 actual
ECOM 4 803 46.2% n/a
RETAIL STORES n/a
Q1 comments & Q2 forecast
ECOM : Q1- US is trending -7% ytd to LY- a few days of site turned off for maintenance at peak selling time- OCP is down, -80k€ in Jan due to the application bugs- traffic is still the big concern : Direct load and Referring are both 20% down YOY obsession launch to date. The campaign doesn’t bring the expected traffic ->Q2 forecast : on budget +17% supported by : - Paypal : Germany and UK CR lift - strong R2 (remember R2 2012 radar lock)- the 55 site enhancements that the US are working on like search bar upgrade, site navigation, etc
RETAIL : Q2- O’store traffic down and specifically CG- AFA good basic availability in Vaults- 1st SS15 AFA loaded 1 month later vs SS 2014- R1 good sell through so far 620 units in 5 shop vs 400 units R1 in 2014 - Warning on GM : 91k€ shortage vs budget due to COGS increase, FX rate effect €/$
-> Q2 forecast : on budget +5.5% comp supported by : - strong R2- Traffic recover plan for all O’stores- Retail Campus boost the sales associates - Berlin refit with new OCP concept
2015 KEY INITIATIVES
BEST IN OPTICS
Oakley Custom Expansion Full build Custom offer to all O’stores, OCP experience to Partnershop through affiliate
RX Development and expansionContinue to grow existing business in CG by working on grass root mkg and setting up a streamline ordering process through FHR labImplement RX in Berlin and Munich
Product Pre launch – 1st to marketFocus on R2 to get pre release in Stores. Jawbreaker in store celebrationAlign GTM with web
Premium Customer service & after sale service
10% increase in Custom revenue
CG 200K€ RevenueBerlin june / Munich Nov
Key product in store and online before release
INITIATIVES
KEY TACTICSKEY
METRICS
2015 KEY INITIATIVES
DIGITAL
Hybris new platform maximization Maintain a substantial level of traffic SEM & SEO while increase our CR kpi Ensure our specific and feasible EU enablers are executed by Global
Online wholesale support Develop and support a whole sale strategy Watch and control the market place to clean it up
Omni-channel Support in store digital experience : wifi in stores, E receipts, web sales in storesLoyalty card alignment with Ecom
New businessesOCP affiliate accounts Create an affiliate incentive for partnershops to sell product through out our online shop
2015 web revenue
# of SIS and authorised dealer contract signed off
CG as a pilot Nov 2015
50 web dealersOCP access5% revenue through to web
INITIATIVES
KEY TACTICSKEY
METRICS
2015 KEY INITIATIVES
RETAIL EXPANSION
2015 store opening pipeline executionOpening confirmed O-Store Munich Berlin partner, Berlin bikini popup, Berlin refitDefine and execute a store opening process
Retail development Real estate researches for new O ’stores in megacities (3 yrs. expansion plan)Leverage Lux retail real estate network in the country
Partnership shop expansion Existing Partnership shop support and recruitment new partners.Develop and implement pipeline process and communication process.Incentivize whole sale to approach potential customersAdvertise through trade show presence and PR advertorials
Opening date target
1 new O’store each year
2 successful existing stores5 openings in 201510 openings in 20164M€ net WS revenue
INITIATIVES
KEY TACTICSKEY
METRICS
2015 KEY INITIATIVESINITIA
TIVES
KEY TACTICSKEY
METRICSPEOPLE Refine the D2C organization to address new business
needsIdentify key needs and processes per role (D2C)Revise and share the D2C organization chart & the key responsibilities of everyone
Training program to support the develop of each team memberHard (product and brand) & soft (skills development)Encourage internal training from Internal Champions people
People development planIdentify, agree and implement a personal development plan for talented people
Full year appraisal time Feb15
Digital, project management, retail ops excellence
2015 KEY INITIATIVESINITIA
TIVES
KEY TACTICSKEY
METRICS
D2C DPTSERVICE PROVIDER
- Whole sale online strategy execution- Digital tools in the way the organization work and
communicate - New BtoB platform launch - SIS project management- Partnershop expansion- Visual merchandising guidance : show room and whole
sale point of sales
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MACROCALENDAR2015D2C
SANNE
36
A CELEBRATION OF OBSESSION OAKLEYD2CWORKSHOP