E-retail Deloitte - eCommerce study

European eCommerce assessment

R. van de Hoef

Bussum, 8 maart 2012

Maturity of top 200 European e-retailers

© 2012 Deloitte The Netherlands 1

Strategy Operations Assurance

Raoul van de Hoef

Deloitte Consulting

www.onlineinnovation.nl

www.werkenbijdeloitte.nl

http://www.onlineinnovation.nl/

http://www.werkenbijdeloitte.nl/

© 2012 Deloitte The Netherlands

Agenda

2

What about

Mobile?

Who leads the

European

landscape?

Are clicks outperforming

(online) bricks?

What are top

performers

in each sector?

State of Dutch

e-Retail?


Our benchmark includes top 200 online retailers from 8 European countries

3


Webshops in 8 sectors were assessed on 17 dimensions and 140 criteria

4

Personalisation &

recommendations

Multi-channel Rich content

Mobile commerce

Social media

integration Globalisation

Extended capabilities

Storefront

Fulfilment

User

experience

Product

search Catalog

User

management

Shopping

cart

Shipping &

fulfilment

Shipping

details

Manage

orders Place orders

Customer

service Payments

Who leads the European landscape?


Storefront Fulfilment Extended

Southern Europe is strongest on most capabilities, closing in on the US

6

Product search Order & Fulfilment Social + + +

DE IT NL ES SE TR UK FR


Examples from the leading countries

7

Bimeks (TR) – What’s up Box

Istanbulism (TR) - On-site track & trace Alternate (DE) - Search & Recommendations

What are top performers in each sector?


Fashion: Italy is (co)leading on 3 of the 6 extended features

9

Recommendations

Globalization

Rich Content

Multi-Channel Support

Social Networking

Mobile Commerce

DE

IT

NL

SE

ES

TR

UK

FR

US Index

+

-

-


Best practices in Fashion

10

ASOS (UK) – Order from magazine El Corte Inglés (SP) – Virtual model

Nelly.com (SE) - Shop celebrity outfits


Consumer electronics: Netherlands is leading in multi-channel support

11

Recommendations

Globalization

Rich Content

Multi-Channel Support

Social Networking

Mobile Commerce

DE

IT

NL

SE

ES

TR

UK

FR

US Index

+


Best practices in Consumer electronics

12

MyCom – Availability in store(NL) Price Minister (FR) - Up-sell from shopping cart

Internity (SP) – Interactive bundling


General merchandise: UK is strongest on extended features

13

Recommendations

Globalization

Rich Content

Multi-ChannelSupport

Social Networking

Mobile Commerce

DE

IT

NL

SE

ES

TR

UK

FR

US Index

-

-

-


Best practices in General merchandise

14

Debenhams (UK) – Mobile commerce Tesco (UK) – Rich content & Offers

Are clicks outperforming (online) bricks?


Pure players versus Traditional retailers

16

Country Pure play %

in top 25

TR 58%

NL 52%

UK 33%

FR 33%

DE 31%

IT 25%

SE 21%

ES 13%

Pure play more advanced

• Catalog & product search

• Payments

• Recommendations

• Social

• Mobile

Traditional retail (online) leading

• Catalog & product search

• Extended features

• Social (DE)

• Mobile (FR)

• Recommendations (UK)

What about Mobile?


Mobile commerce is most mature in UK and France

18

Leve

l o

f m

obile

ma

turity

NL SE DE SP IT FR UK TR

Mobile site/app

Share with friends

Mobile store navigation

Mobile barcode scanning

General merchandise and Fashion have the most advanced adoption

Consumer electronics falls behind in mobile capabilities


Top performers in mobile per sector

19

Consumer electronics Fashion General Merchandise

FNAC

France

Topshop

UK

Debenhams

UK

Siba

Sweden

Zara

Spain

Tesco

UK

Mediaworld

Italy

H&M

NL

Argos

UK

Mobile site/

app Mobile barcode

scanning Mobile store

navigation

Share with

friends


Buy or check stock Social sharing Barcode scanning

Mobile best practice

20

Browse catalog View products Remember your size Topshop (UK)

State of Dutch e-retail


Netherlands – Current state versus European average

Multi-channel

(reserve online, pick up, ship to,

return items to stores

Product search

(keyword and feature search)

Recommendations

Customer service

+ -

Payment options

Social networking

Mobile commerce

Product search & Catalog

Order tracking & shipping

Rich content (virtual models)

Recommendations

Multi-channel

+ -

Product search & Catalog

(detailed product content

often with promotions)

Order tracking

Rich content

Mobile commerce

+ -

22


What to expect – US and UK trends arriving in Europe

23

Content as asset

to drive experience

Digital in-store touchpoints

Data analytics

to target customers

Internationalisation

Multi-

channel

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Appendix: Benchmark model overview

25

User

experience

Product

search Catalog

User

management

Shopping

cart

Shipping &

fulfilment

Shipping

details

Manage

orders Place orders

Customer

service

Multi-channel Globalisation Recommen-

dations Rich content

Social

networking

Storefront

Fulfilment

Extended features

Payments

Mobile

commerce

Site performance,

security & privacy,

accessibility

Browse, sorting &

filtering, feature

search

Catalog views,

product content,

comparison

Login, user

profile, loyalty

program

Product availability,

backorders,

wishlist

Delivery

appointments,

returns

Shipping options,

shipping date,

tax calculation

Order tracking,

order history

Order summary,

express checkout,

gift services

Call center, FAQ,

co-browsing, chat

Reserve online,

pick up in store,

return to store

Localized content,

multi currency,

regional sizes

Targeted

recommendations,

cross/up-sell

Image search,

virtual models,

store blogs

Sharethis,

Facebook, Twitter,

user community

Payment types,

billing options,

coupons

Mobile app, store

navigation,

barcode scanning

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