multichannel commerce bei la redoute
DESCRIPTION
Etienne Bourdon, CEO von Redcats Switzerland, Germany & Italy (La Redoute), berichtete am E-Commerce Summit 2013 über die aktuellen Herausforderungen im Online-Modemarkt mit Blick auf europäische Entwicklungen. In der Schweiz wurde La Redoute als Fashion Brand mit französischem Flair vor 15 Jahren gestartet und ist mittlerweile das führende Online-Modehaus der Schweiz. Mehr zum E-Commerce Summit: http://magazin.unic.com/2013/03/11/6-schweizer-e-commerce-summit-2013/TRANSCRIPT
Etienne Bourdon
La Redoute, based in Montreux, is in Switzerland since 15 years and became quickly the #1 online fashion brand. In the last couple of years, we
observed several key changes in women multi-channel shopping in Switzerland. Similarities are developping fast with the rest of Europe,...
but still with local specificities.
Started from catalogues in France, now in 31countries with over 70% of orders through Internet
#1 in France
(e-commerce site for Apparel & Home Decoration)
French Fashion distributed by RedcatsTransalps and in Switzerland since 15 years
Montreux
Redcats Transalps Fashion & Deco
Kids Apparel & Deco
Switzerland Italy Germany/Austria
Switzerland
Fashion large sizesSwitzerland
Switzerland
Fashion from Sweden
French Fashion available in Switzerland since15 years
#1 online fashion brand in Switzerland
Over 50% of activity in German Switzerland
Mainly communicating with catalogues and online media
Over 70% of activity online.
What changed in the last years in multi-channel distance
shopping ?
What changed recently in Swiss distance shopping ?
CHF/Euro "parity" : PUSH customers toward Euro prices in cross border shopping
• €/CHF price comparison
• Regional cross border shopping in retail
• Online shopping abroad in Europe and more
= mainly since August 2011 with a progressive develop-pment
Retail
Online
What changed recently in Swiss distance shopping ?
New "Deal based" Competition : New online players cloned from European successes (Ventes-privées, ...) pushing customers toward
everyday time limited strong deals
• Private Sales : eboutic, FashionFriends, ...
• Deal of the day : Dein Deal, Groupon
• Product of the day : Qoqa
= becoming mainstream since 2011 with e-retailer now having their own product of the day, private sales,...
Flash Sales
Flash Sales
Flash Sales
All Shoes
All products
Product of the day
Product of the day All products
Product of the day Private
sales
Private sales
NEW
NEW
NEW
What changed recently in Swiss distance shopping ?
• Push for foreign shopping online with wider offer and lower prices
• Increase cost of local advertizing (SEM, retargeting, display,...)
• Increase expectations with more competitive services (price/quality)
= Deeply changing customer behaviors
New Advertizing Competition : The boom of foreigners advertizing in Switzerland media
webPress
TV
What changed recently in Swiss distance shopping ?
New Advertizing Competition : Zalando exemple in Switzerland....
What changed recently in Swiss distance shopping ?
Social Media : the boom of Facebook in Switzerland do not translate into a boom of interactivity with brands such as in other countries
• Similar Facebook Penetration : about 50% of online population
• Lower proportion of brand Fans on top "social brands"
• Low interactions at least with La Redoute in CH vs. France (1Ms La Redoute.fr Fans)
source : socialbakers.com
12%9%8%8%6%6%6%
6%6%5%5%4%4%3%
What changed recently in Swiss distance shopping ?
Mobile : The boom of iPhones in Switzerland and then iPad had a big impact on our sales
• 2,9Ms or 48% of Swiss equipped w/ smartphone in early 2012 vs. 3% in 2007
• 53% of men, 42% of women...
• with a boost since the arrival of iPhones mid 2008
* source : Comparis
1/3 iPhone
2/3 iPad
2 %2 %
16 %
10 %
10 %60 %
ipadiphonesite mobileiphone appandroid appipad app
Androidm-Commerce split per
mobile OS (june 2012)
in 2013, over 12% of online transactions are done on iPad
What changed recently in Swiss distance shopping ?
Mobile : new shopping behavior in terms of timing and of usage (email, push notifications, SMS)
• 40% of emails opened on mobile devices (incl. 3/4 on iPhone)
• 45% of email opened on mobile are deleted immediately
* mobile including iPad
Split per hour of laredoute.ch traffic
traffic via mobile device
Mobile activity (traffic and purchases) is mainly an Evening usage
What is next ?
Traffic management : to reach better Cost Per Order and volumes of orders
Mobile adaptations : email, services, specific communications
Services and commercial animations : to keep on tracking and adapt our services and offers to our customer new behaviors
Multi-channel commerce (e-commerce, m-commerce, mail order) has become simple commerce
Thank You