eretail europe - simone saneback & henrik nilson - smartguy stylepit
TRANSCRIPT
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#eRETAILEurope
SÏMON SANEBACK
SMARTGUYSTYLEPIT
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WHO IS THIS GUY?yet just another ”smart guy”
NAME: Sïmon Saneback
POSITION: CSO of SmartGuy/StylePit and part of Management team.
BACKGROUND: Entrepreneur with 10+ years experience in e-business.
GOAL: Help StylePit become #1 within online fashion in Europe.
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ABOUT: StylePit is a leading Nordic mutli-brand online fashion retailer.
REVENUE: ~60 MEUR
LOCATION: Based in 20 countries. 250 employees with HQ in Jyderup, Denmark
SHARES: Listed on Danish stock exchange with current market cap of appr. 100 MEUR.
ABOUT STYLEPIT13 years in the making
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OUR MARKETSover 20 countries around Europe
OFFICES: Headquarters in Denmark & 6 local offices.
IT, TRANSLATIONS & CUSTOMER SERVICE: Located in Dnipropetrovsk, Ukraine.
WAREHOUSE: Currently moving from Denmark to Szczecin (Stettin) in Poland.
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WE’RE OLD BUT STRONGStylePit was founded in 2000 and has evolved significantly during these 13 years
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2000
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2013
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FASHION ONLINEmany challenges, demands and low profitability
Local social networksConnected devices
CompetitionPayments
OrganisationLegal aspects
Customer ServiceBrand knowledge
Return managementWarehouseLogisticsTaxesCustomsTranslationDiscount rulesLocal marketplaces
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STYLEPIT MILESTONESthe story of a profitable company
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NEVER STOP OPTIMIZINGContinuously optimizing the concept is part of StylePit’s DNA
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CONCEPT EVOLUTIONWe are never satisfied. Are you?
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EXTENSIVE RANGE OF BRANDSover 1.000 brands online
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STYLEPIT DNA
Continuously optimizing the concept is part
of our DNA
WEBSITE
- High usability- Website performance- Continuous tests- SEO optimization
ORGANISATION
- 250 team members- LEAN program
MARKETING & CUSTOMERS
- Build customer base- Increase purchase size- Loyalty programs- Improve customer service- Focused marketing
SUPPLIER NETWORK
- Attract new suppliers- International sourcing- Improve logistics
IT PLATFORM
- Own IT-platform- Back-office systems- Internal KPI tracking
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MARKET RECOGNITION#2 European E-commerce Awards
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WE’RELOCALStylePit has local websites, offices or actual subsidiaries in over 20 European countries.
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DK SE
FI RU
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BEING LOCALgetting closer to the customer
LOCALIZATION
Local domain and language as well as
market-adapted product
optimization
SUPPORT
Local phone number and a
local return address for
increased trust
OPTIONS
Offering many payment options &
work with strongest logistics
partner
SECURITY
Local certificates, trustmarks, local conditions and
encrypted checkout
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Many refer to the Nordic region as a single market, but is it true?
NORDICS ASONE MARKET?
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ONE OF EUROPE’S MOST FASHIONABLE CUSTOMERS
91% want to pay withthe local card Dankort
DENMARK
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DISLIKE CREDIT CARDS6 out of 10 pay via invoice
preferably with Klarna
SWEDEN
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HIGHEST AVERAGE ORDER VALUE
average income in Norwaythe highest in Europe
NORWAY
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NON-SCANDINAVIAN LANGUAGE
7 out of 10 prefer to pay by internet banking or invoice
FINLAND
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High growth market with an understanding of
fashionPredicted to be one of
top 10 markets in 2014
NETHERLANDS
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Highest return rate in Europe45% return rate on clothing and shoes
GERMANY
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Huge growth in Eastern European markets
One of Top 5 markets in less than 1 year
UKRAINE
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NORDIC E-COMMERCEpeople who have bought online
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• customers want quick
delivery time• happy to pay invoice, mostly
via Klarna• compare prices online• buy most clothes, books and electronics
SE• shop frequently
• want comfort and good
prices• pay with
Dankort• buy clothes
and electronics.
• require fast deliveries.
• compare prices
• read and write store reviews
DK
• pay via internet banking.
• accept longer delivery times.
• want comfort solutions
rather than a low price.
• is happy to buy from
Swedish sites• pay by invoice
is also popular
FI
• shop online to save time.
• happy to pay by credit card
or invoice.• do not have
high requirements
on the delivery time.
• prefer shopping from
foreign websites.
NO
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There has been a big change in recent years, now it's the customers who have the power.
THE CUSTOMERIS IN CONTROL
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INFORMATION CONNECTION PROTECTION 1965-1985 1985-2005 2005- ”be informed” ”I connect” ”In control”
WE CHOOSE OUR RELATIONS
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THE CONSUMER EVOLUTION
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THE CONSUMER EVOLUTION
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CONSUMER FRIENDLY LOGISTICS
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THE CONSUMER CURRENCIES
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SOCIAL POWERFacebook is the biggest channel
170.000+
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SOCIAL POWEROne click away from the customers
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SOCIAL POWER… being on the next big thing
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“CASH IS GOD”
StylePit was the ONLY company that made an IPO on Danish Stock Exchange during 2012.
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M&A STRATEGYIT implementation: only 2 days
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STYLEPIT = EFFICIENTin-house development & new warehouse
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BEST-IN-CLASS IT PLATFORM
We chose to build our own e-commerce platform to manage our increasing growth
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_A problem has been detected and Windows has been shut down to prevent damage to your computer.
UNMOUNTABLE_BOOT_VOLUME
If this is the first time you have seen this Stop error screen, restart your computer. If this screen appears again, take a coffee or follow these steps:
Check to make sure any new hardware or software is properly installed. If this is a new installation, ask any of your IT guys for any crappy Windows updates you might need.
If problems continue, disable or remove any newly installed hardware or call Bill Gates. Please do not photograph or tweet this blue screen of death. If you need to use Safe Mode to remove or disable components, restart your computer, press F8 to select Advanced Startup Options, and then select Safe Mode.
Technical information:
*** STOP: 0x000000ED (0x867CDC08, 0xC0000006, 0x00000000, 0x00000000)
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Procurement & IT
BEST-IN-CLASS IT PLATFORMIn-house development
Back-office functions Consumer interface
Accounting,Marketing
& Customer Service
Storage & shipment
NEW IT PLATFORM
(Scalable for growth)
E-MAILS
WEB PORTAL
Marketing
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WE’RE MOVING TO A NEW WAREHOUSE
To manage the rapid growth & reduce costs, we decided to move our warehouse.
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STYLEPIT WAREHOUSE
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Mobile web is growing 8x faster than desktop web did in the 1990s. 3x more smartphones activated every minute than there are babies being born.
THINK MOBILE!
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25%
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MOBILE REVOLUTIONbut still only 3 out of 10 are mobile friendly
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MOBILE REVOLUTIONKlarna Checkout in Sweden, Norway and
Finland
+12%
Higher AOV
96%of all mobile orders are via KCO Sweden
+29% INCREASED CONVERSION
RATE
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THINK MOBILEmobile traffic is growing rapidly
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LAST BUT NOT LEASTyesterday’s to-do list
1. Internationalization2. Mobile adaptation3. Consumer friendly deliveries4. Remarketing & reactivation5. Never be satisfied!
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YOUTHANK
FOR LISTENING