Gracia amico - Hobbs - eRetail 2014
Transcript of Gracia amico - Hobbs - eRetail 2014
IT’S ALL RETAIL
Gracia Amico 18 March 2014
A quick overview
The last 20 years...
The retail journey
How did I start the journey
Experience at true British multi-channel retailers
It is the customer and only the customer
who matters
Anytime,
anywhere.
The new era has brought some challenges
Store vs. Online: Cannibalization?
How to deliver this well?
Silo mentality
How to understand the numbers and therefore
customer with multiple touch points
What does the modern company look like? Who is
in charge?
How did we approach some of these at Hobbs
Cross channel
Education
70% of online browsers go to store to
buy
26% of all email openeners have never
bought online but go to stores within 3
days of receiving the email to buy
Build one view of the customers
A two-way relationship
Collect emails
Accept returns in store
Click and collect set up
pilot
Store room
System
Signage
results
Rewards?
Results - numbers
Local emails to drive
traffic
Style appointments
Local mobile ads
Increase footfall
through click and
collect
stores online
Multi-touch points effect at Hobbs
Understanding
the numbers
Mobile revenue increase of +74.6%
Mobile mix 34%
Mobile + ipad traffic +170%
Conversion of mobile -58% of desktop
Conversion on Ipads -20% of desktop
A new view
Mixed/blended How many times the
customer has engaged
with the brand during
their visit
conversion engagement
Coming back to the customer
Understanding
Convenience
Relevant
Needs to make a real difference
Single view
Relevant and convenient
Supermarkets
Understanding the customer
Pure players
Challenges in the company
Where does ecommerce sit?
Who has ownership of
Sales
Technology
What is the role of marketing?
Where does social fit in?
Big estate companies have a multi-channel director covering both stores and online
Small estate companies have ecommerce lead retail
A proper place for the marketing director – numerical position – reschooling
The CEO is the customer!
The changing boardroom
- The End –
or, the End of the Beginning...?Winston S. Churchill